Su Hui: Juma's retreat to reflect on the introduction of products should be based on two markets

In August, the auto sales market was still in decline. The price war was starting in some cities. The regional market has undergone major changes. For example, the second and third tier markets have changed from rapid growth to rapid decline, the automotive market inventory continues to increase, and price reduction sales efforts have increased. The greater the sales volume, the more dealers do not make money, and even the pressure for loss. All kinds of conditions are worth our attention and reflection, which will be analyzed in the coming time. Now we have some new ideas and reflections on the introduction of the market into the product, and we will only take the example of the delisting of Hummer as an example.

A few days ago, the United States General Motors headquarters issued an announcement that the Hummer brand will be completely closed by the end of August. So, what is the current market situation of Hummer in China, what does GM shut down mean the Hummer brand, and how does the Hummer vehicle sold after the brand is closed? Is GM temporarily shut down or is it permanently closed? It is only closed for civilian use. Military use is not closed. We have not successfully introduced it. India, Russia, and Arab countries are also interested in acquiring it. Why is it difficult to reach an agreement? Hummer brand really does not have any value? What kind of reflection can the domestic auto industry bring about? Again, this point of view is for discussion only.

Recently, this information has caused concern about the issue of Hummer since 2009 and revisited the reports and analysis materials related to online and media-related topics. There are two points worth paying attention to. One is: About domestic introduction of Hummer brand, especially Sichuan Tengzhong’s acquisition of Hummer’s brand voice is opposed to the voice of approval. Second, the reason for opposition is the tight international and domestic energy. There are 100 reasons why the Hummer as an oil tiger cannot be introduced, not to mention that Tengzhong’s unknown pawn is even less qualified to introduce it. Even the domestic high-level figures, industry leaders, and industry experts who have a greater influence hold the same view. I am not in the above ranks but belong to the ranks that support the introduction of ideas, and I have testimony at the time. Based on the current status of the domestic automobile trading market, I think it is worth rethinking and reflecting on what? In other words, can foreign car brands be considered and considered from the international market in the new situation? It cannot be confined to the domestic auto market. For example, the reason for opposition to the introduction of Hummer, the oil tiger, was correct in this respect, and there were also considerations that were not comprehensive enough. Why can we not consider innovation after introducing it, and then push it to the international market?

Judging from the history of the introduction of the domestic auto industry, our products are basically designed to increase the domestic automotive industry's technological level, and all products are used in the domestic auto market sales (at present, we have not seen the introduction of auto sales to foreign countries. Cases and reports). The current acquisition of Volvo by Geely is rewriting this history and is very commendable. The introduction of foreign products is often based on domestic car sales. Why can't we consider to satisfy domestic sales after introduction and push it to foreign markets? Of course, at that moment, the conditions at that time did not allow us to make such a choice. For the last resort, since the international financial turmoil in 2009, the world auto market has undergone tremendous changes and the conditions of the market have also undergone major changes. As a result, China has become the world's largest producer and seller of new cars. Can we think that the above conditions have changed and not only independent brands can move into the international market, but joint-venture brands have had reason to move toward the international market. In the future, the newly introduced automotive products should be combined in both markets. Starting from the market economy, they cannot enter neither the principle of market economy nor the change in the world auto market.

Therefore, assuming that Hummer can be introduced, I believe that our entrepreneurs must be smart, capable, and have the goal to remove Hummer's oil tiger hats and use modern technology to innovate and transform them into a member of the automotive industry. The brand, mature products, mature technology and already existing marketing network will push the new Hummer to the global automotive market. Why do you have to think about all sales in the domestic auto market as long as you introduce them? This kind of logical thinking judgment can only cause damage to the auto market, which is full of uncertainties, and the auto market, which is a complex influencing factor. Such as: the end of 2009 and early this year over the optimistic conclusion of the domestic auto market in 2010 logical judgment (that is, 1 must be equal to 2, and in the computer 1 1 does not equal to 2), to a certain extent, resulting in the automotive industry production and marketing goals Too high, and the auto sales market is facing new difficulties.

Hummer products still have considerable prospects for their markets. Hummer has its special market value. Hummer can fully reflect its value in the plateau, mountain roads, and mineral roads. China's economy is in a stage of rapid development. China is again a plateau much larger than the plains, and there are far more mountain roads than plain roads. The areas where various types of mineral deposits are distributed are unusually wide, and where the conditions are very difficult, the international environment mentioned above is also a lot of Hummer's. As a result, Hummer should have greater market value, especially in foreign markets, and its applicability cannot be completely replaced by other types of machinery. The launch of the same type of product will also be inevitable. In spite of being a niche brand, Hummer has its own consumer groups all over the world. As a market economy, there is bound to be a place for it. However, why domestic brands are not necessarily required to have a popular brand, public brands are important, and niche brands are also domestic. As a multi-brand strategy for the automotive industry, the foreign market, as the auto industry does not want to squeeze the same bus, and implement a multi-brand strategy is an inevitable trend in the fierce domestic and foreign market competition.

Just as a variety of domestic automotive marketing coexist, to meet the needs of different consumer groups, only a 4S shop a marketing model, China can only become a big country for car production, can not become a big country for car sales; can only become a big country for car production and sales, and can not Become a strong car production and marketing country. Of course, the introduction of Hummer does not necessarily change the pattern of automobile marketing. It does not necessarily affect the energy strategy. It cannot introduce or influence China to become the largest producer and seller of automobiles. The problem is that as China has become the world’s largest producer and seller, The development of the automobile industry should be considered both domestically and internationally. In particular, the introduction of automotive products should reflect on the lessons learned at home and abroad and be used for my own purposes. It should not be simply denied or simply affirmed.