The scene at the Chongqing Auto Show was shocking, and the booths of the joint venture brands were shockingly deserted. Buickbrand launchedA new generation of LaCrosse, there was no consumer stopping, and the number of ** on the booth was pitiful. ModernNot to be outdone, the brand boasted of the top 3 global sales, but the booth was full of various preferential information, and almost all the salespeople on the booth were hanging around. These scenarios all reflect the predicament of the joint venture brand in the current market, which is becoming more and more lonely and sales are sluggish.
Own brandThe rise of the joint venture brand is an important reason for the decline of the joint venture brand. Own brandTechnological advancements have greatly narrowed the gap with the joint venture brand, and even surpassed the joint venture brand in some aspects. Own brandThrough continuous research and development and optimization, the cost-effective products have been improved and attracted more and more consumers. In addition,New energy vehiclesThe rapid development of the market is alsoOwn brandOpportunities are offered. Own brandThe grasp of market trends and rapid layout have made joint venture brands slow and hesitant in the transition to electrification, resulting in a gradual squeeze of market share.
Joint venture brands are in the faceOwn brandThe rise and competition in the market, there is no positive promotionProduct competitiveness, on the contrary, chose to stimulate the market by cutting prices and discounts. This kind of "price drop" behavior, although to a certain extent improves the cost performance of the product, but also further weakens the joint venture brandBrand influenceand market position. Take Chongqing Auto ShowModernFor example, the brand's comprehensive discount on the SUV model Shengda reached 550,000 yuan, rightSeventh generation ElantraThe discount for the whole series reached 250,000 yuan, the terminal price of the entry-level model is even lowerOwn brandTarget**. BuickIts Regal and Angke Banner also enjoyed a discount of more than 50,000 yuan each. However, even with such a high cost performance, consumers are not enthusiastic about buying it. Own brandIn the product comprehensive force andBrand influenceThe advantages have surpassed those of joint venture brands.
Joint venture brands are not only faced with the coming ofOwn brandstrong competition, but also need to face its own dilemma. In such a situation, consumers are gradually realizing thatOwn brandIn terms of technology and product strength, it has surpassed the joint venture brand. Over time, the Matthew effect will become more prominent"The strong get stronger, and the weak get weaker"。Second- and third-tier joint venture brands are already in a life-and-death situation, and how they will deal with this situation is worth paying attention to and thinking about.
The decline of the joint venture brand withOwn brandThe rise of closely related. Own brandThrough technological innovation and product optimization, we have enhanced our competitiveness and seized market share. At the same time, the joint venture brand did not transition to electrification in a timely mannerProduct competitivenessinsufficient, only by reducing the price ** to attract consumers. However, while this approach can improve the cost performance, it cannot be changedOwn brandAdvantages of the facts. In the near future, second- and third-tier joint venture brands may face greater pressure to survive, and the only way to do so is to continue to innovate and improveProduct competitivenessin order to survive in the fierce market competition.
In my opinion, joint venture brands need to re-examine and adjust their development strategies, strengthen technology research and development, and improve the competitiveness of their products. Only under the concept of consumer-centricity and continuous satisfaction of consumer needs can we be invincible in the market competition. At the same time, it can also provide some policy support to encourage joint venture brands to strengthen their relationship withOwn brandCooperation, joint promotionCarsThe development of the industry. It is hoped that in the future, the joint venture brand can regain its glory and regain the trust and recognition of consumers.