Chery Yin Tongyue sounded the alarm bell: we can't forget the tragedy of the motorcycle going to sea!

In 2023, the total scale of the mainland's manufacturing industry will be close to 40 trillion yuan, ranking first in the world for 14 consecutive years, and the export volume of automobiles will also rank first in the world for the first time.

However, Chery Automobile Yin Tongyue issued a warning, reminding Chinese cars not to forget the historical tragedy of Chinese motorcycles going to sea. What's going on here?

1. Yin Tongyue sounded the alarm

2023 will be a bumper year for China's automotive industry.

According to data from the China Association of Automobile Manufacturers, in 2023, the production and sales of automobiles in mainland China will be 30.161 million and 30.094 million units, an increase of 11.6% and 12% year-on-year, respectively, and the production and sales volume will hit a record high, making it the world's largest automobile market for 15 consecutive years.

It is gratifying that riding on the east wind of new energy vehicles, China's automobile exports have doubled from less than 1 million units in 2020 to 4.91 million units in 2023, surpassing South Korea, Germany, and Japan year by year, becoming the world's largest automobile exporter for the first time.

In this regard, Yin Tongyue, the helmsman of Chery Automobile, the big brother of its own brand, recently affirmed the brilliant achievements of Chinese automobiles in the past year, but at the same time he believes that the minds and impressions of Chinese auto brands overseas are actually vague, and there is still a long way to go.

We must first stabilize the word-of-mouth, and then stabilize the sales. If Chinese car companies only pursue volume, the result may be "big but not strong", and how much volume is not a sign of an automobile power.

Yin Tongyue sounded the alarm in earnest, calling on Chinese car companies to "not forget the lessons of motorcycles", and China's auto exports must not repeat that historical tragedy.

2. Tragedy of motorcycles going to sea

Because of the topography and living habits, Southeast Asian people prefer to choose convenient and flexible motorcycles, which can be called the world's largest motorcycle market.

In the 90s of the last century, Japanese motorcycles monopolized the Southeast Asian market, with a market share of as high as 98%, and the streets and alleys were basically Honda, Suzuki, Yamaha and other Japanese brand motorcycles.

Since 1997, China's Jialing motorcycle took the lead in opening the Vietnamese market, and then many Chinese motorcycle companies such as Lifan and Loncin gradually vigorously entered the Southeast Asian market, setting off a southward boom, and the export volume of domestic motorcycles soared.

With the advantages of super high cost performance, Chinese motorcycles are popular in many Southeast Asian countries.

In just a few years, Chinese motorcycles have occupied more than 80% of the market share in Southeast Asia, squeezing Japanese motorcycles out of Southeast Asian markets such as Vietnam, and it has become the world of Chinese motorcycles.

Unfortunately, the good times did not last long, and by 2002, China's motorcycle exports had shrunk sharply, and the Southeast Asian market that had been seized was lost, and it was occupied by Japanese motorcycles.

Around 2016, the market share of Chinese motorcycles in Southeast Asia dropped to 5%, and now it has dropped to 1%.

3. Cars learn their lessons

Why did Chinese motorcycles lose to Southeast Asia?

Because Chinese motorcycle companies are indulging in the illusion of "price butchers", fighting price wars, and killing each other in extreme involution, so that "if domestic motorcycles are sold by catties, they are not as high as the price of pork ribs"!

The brutal price war, on the one hand, compressed its own profit margins, and the average export profit of each motorcycle dropped from one or two thousand yuan in the early days to 30 yuan in 2002.

On the other hand, it affects the normal R&D investment of enterprises, which in turn leads to worse and worse product quality and after-sales service, and finally the reputation collapses, loses people's hearts and loses the market.

Compared with Japanese motorcycle companies, Chinese motorcycle companies are at a disadvantage in terms of products and technology. In the early stage, competing for the market through low prices is a normal business competition strategy, and it is understandable.

However, Chinese motorcycle companies have been talking about the title of "price butcher", and they are blindly keen on the "involution" and "infighting" of the price war.

They forget or even are unwilling to start in the long run, and make up for the lesson they fell behind when they started, and do not work hard in terms of technology research and development, product quality, and after-sales service.

In this way, the city position won in a short period of time by taking shortcuts at a low price will eventually not escape the fate of losing the wheat city.

The historical tragedy of the dream of domestic motorcycles going to sea to break Southeast Asia is embarrassing and thought-provoking. For today's Chinese cars going to sea in a big way, this is tantamount to a deafening wake-up call.

Domestic cars are getting better and better to go overseas, and they are also expanding their territory in the Southeast Asian market, the backyard of Japanese cars.

This hard-won achievement is gratifying, but we need car veterans like Yin Tongyue to remind them from time to time and often ring the alarm bell of domestic motorcycles.

If you only rely on low prices, and ignore technology, quality, after-sales, etc., Chinese cars are destined to not go far. It is hoped that domestic automobiles will learn a lesson from the tragedy of domestic motorcycles and go farther and more steadily on the road to the sea.

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