The recent passenger car market is relatively sluggish, and the domestic car market has experienced continuous negative growth due to the impact of the overseas epidemic.
The recent downturn in the auto market in the independent brand highlights prominent, the share of independent car companies continues to strengthen, the new energy passenger car market shows nearly twice the growth, the early Weilai Xiaopeng ideal laid the Foundation for the Chinese people's high recognition of independent new energy, the recent macro mini, BYD, Hongqi, Euler and other new energy highlight models are frequently exploded, reflecting the new energy represented by new energy in China's independent brand national tide wind is getting stronger.
First, the structural characteristics of the strengthening of independent brands
1. The share of independent brands is super strong
This year's self-owned brand passenger cars performed strongly, and the market share gradually returned to a high level, especially in August, the independent share reached 45%, setting a new high in the off-season in August of the calendar year.
2. Independent brand new energy shows super growth
The domestic retail penetration rate of new energy vehicles in August was 17.1%, and the penetration rate of 11.6% in January-August was significantly higher than the penetration rate of 5.8% in 2020. In August, the penetration rate of new energy vehicles in independent brands was 35% and that of new energy vehicles in luxury vehicles was 10%, while the penetration rate of new energy vehicles in mainstream joint venture brands was only 2.8%.
The new energy of independent brands and the joint venture brands form a huge contrast.
Second, the reason for the gradual rise of the national tide - China's strength is strong
National tide refers to the trend and fashion of domestic brands. In recent years, the national tide has entered the public eye and become the new favorite of young people. The national tide of the passenger car market is also outstanding. The rise of the national tide is a true portrayal of China's manufacturing that changes with the times and thrives because of change. After more than 40 years of reform, opening up and comprehensive development, China is becoming rich and strong, and China's manufacturing has become more powerful. Automobile production and sales ranked first in the world and has become China's business card and an important symbol of comprehensive national strength. Thanks to these world-renowned "Chinese intelligent manufacturing", domestic brands have gradually torn off the label of low prices and low prices, and have also won the recognition of consumers in the core quality. It can be said that the continuous rise of national strength is one of the main reasons for the popularity of the national tide.
1. There are 143 Chinese companies in the world's top 500 companies - continuous leadership
In terms of numbers, China's Fortune 500 companies are growing extremely fast, including 5 companies in Taiwan Province. In 2007, 28 Chinese mainland companies entered the world's top 500 companies, and by 2013, 90 mainland enterprises entered the world's top 500, which is a high-speed golden period of China's economic development, from 2014 to 2017, China's top 500 companies have relatively stable small growth. In 2018, the number of companies entering the top 500 increased significantly. It is the first in the world in 2020 and reaches 143 in 2021.
The nearly 500 american companies in 2007 had 153, which fell to 139 in 2009, and the number of American companies in the world's top 500 companies began in 14 years, falling back to about 120.
China is the world's only unique and sustainable economic power. Developing countries such as India, Brazil, Russia and other countries are not at the same level as China, and their Fortune 500 companies have basically not grown in the past decade. So the concept of the BRIC countries doesn't make much sense to me.
2, the total scale of sales of the world's top 500 - Chinese companies are rising rapidly
In recent years, the wealth of the world's top 500 companies has grown rapidly, especially Chinese companies. Since 2009, the total sales revenue of China's top 500 companies has continued to grow rapidly, better than that of American companies. We can see that the world's top 500 Companies such as Japanese companies have performed relatively smoothly. Even like Germany, France, Britain, and other companies in the top 500, sales revenue is declining,
3. The profits of the world's top 500 Chinese companies continue to increase
In 2021, the profits of Chinese companies will continue to grow steadily, mainly due to the obvious industrial advantages, forming sustainable growth.
Third, the consumer group of the national tide
1. The post-90s generation of consumer groups in the automobile market has stepped onto the stage
The rise of the "national tide wind" also reflects the transformation of the consumption habits of the new generation of people. The consumption of the post-90s consumer group is formed in this century, and from the beginning of its consumption is the continuous strengthening of access to domestic products. This is in stark contrast to the painful material deprivation and depression experienced by the older generation. They don't know a lot of things about the older generation, so a blank piece of paper is good to nurture.
Now there are more and more excellent domestic brands, and young consumers centered on the post-90s and post-00s have gradually begun to get rid of the prejudice against the low price but unsatisfactory quality of local products. They prefer to choose domestic brands, especially those that integrate traditional Chinese cultural elements, because these products can also highlight their cultural value and express their ideas and personalities in addition to their own purchase value.
Fourth, the local advantages of independent brands in China
1. The quality of independent brands improves rapidly
The image of domestic independent brands has continued to improve in the past 5 years, and more and more consumers in China buy independent brands because of good quality and performance, and the upward strategy of independent brands has achieved positive results.
According to the research report, the proportion of owners who agree and strongly agree with the innovation, reliability, environmental protection and reputation of their own brand cars has increased by 12%, 9%, 7% and 10% respectively compared with 2015. At the same time, the proportion of self-owned brand owners whose main reason for car purchase is good quality or performance has increased from 16% in 2015 to 25% this year, while the proportion of self-owned brand owners whose main reason for car purchase is cheap has decreased from 12% in 2015 to 6% this year.
2. The intelligent water and soil of the joint venture brand are not satisfied
We have a large number of excellent Internet companies, and these companies have also incubated many local Internet products. Young consumers are cultivated by the domestic Internet. There is a natural affinity for independent brand smart cars. The gap between the intelligence of the joint venture brand is very large, at least the human-computer interaction in Chinese is still much stronger.
3. Independent cross-industry synergy advantages
For the automobile industry, at present, independent brand cars have caught up with the good momentum of domestic products. The new generation of consumers is more advocating the new national tide experience, all of which brings new opportunities for the development of independent brands.
The post-90s generation pays more attention to design and experience. The study shows that the quality performance of new energy vehicle intelligence is better than that of traditional energy vehicles, and in the quality problems shared by traditional energy vehicles and new energy vehicles, the quality performance of traditional energy vehicles in the driving experience and body appearance categories is better than that of new energy vehicles, but the quality performance of driving assistance and infotainment system categories lags behind that of new energy vehicles.
Hongqi, Changan, Geely, Great Wall, BYD and other independent brands have achieved leapfrog development in terms of design, technology and intelligence, and have boosted a wave of products with the help of the national tide.