Accelerate to the sea
Recently, Great Wall Motor acquired GM's factory in Bangkok, Thailand. Before the acquisition of GM plant, Great Wall Motor's Tula plant in Russia officially signed a special investment contract with the Ministry of Industry and Trade of the Russian Federation, with an estimated total investment of 42.4 billion rubles (about 3.7 billion yuan), which is another layout in Russia after Great Wall Motor invested 500 million US dollars to build Tula plant in Russia.
Zhang Jiaming, Vice President of Great Wall Motor and President of ASEAN Region, signed a contract with Joseph urso, Global M&A and Corporate Development Director of General Motors.
It can be seen that Great Wall Motor is actively deploying overseas markets. Recently, Sun Guang, deputy general manager of Great Wall Motor International Department, revealed in Automotive China that Great Wall Motor aims to export 70,000 vehicles this year, up 7.7% year-on-year. Sun Guang also said that at present, about 7% of the sales of Great Wall Motor come from overseas.
In fact, apart from Great Wall Motor, in recent years, China's independent brands are actively deploying overseas markets, trying to enter the international market, and buying factories and building production bases have become the main ways for independent brands to deploy overseas.
In 20 17, Geely Holding acquired 49.9% equity of Proton Motor and 5 1 0% equity of luxury sports car brand held by Malaysian DRB-HICOM Group, and officially entered the Southeast Asian market. After that, 19 and 12, Yi Cartoon Technology, which Geely Automobile strategically invested, signed a tripartite technology joint venture agreement with Proton Automobile and ALTEL Malaysia. In addition, Geely Automobile has also established a joint venture with Daimler to jointly operate and promote the transformation of the smart brand on a global scale, and is committed to building smart into the world's leading high-end electric smart car brand.
In 20 17, SAIC invested 3.275 billion yuan to acquire and transform GM's HALOL plant in India and enter the Indian market. 2065438+On June 6, 2009, SAIC announced the opening of the South American West Route; At the same time, its largest car ro-ro ship "SAIC? Angie? SAIC Anji Phoenix will officially enter the Southeast Asia route, aiming to provide a platform for its own brand cars to enter overseas markets.
Jianghuai Automobile has established 19 overseas KD factories in Kazakhstan, Russia, Vietnam, Iran and other countries, established overseas joint ventures in Vietnam and Kenya respectively, and established wholly-owned subsidiaries in Russia. Chery Automobile also has more than 10 production bases overseas; Changan Automobile is looking for a new production base in India, and is also considering establishing an electric vehicle battery assembly plant in India.
In addition to buying factories and establishing production bases, cooperation with local distributors has also become a way for independent brands to go to sea.
Taking Chery Automobile as an example, in 20 17, Chery reached a strategic cooperation with CAOA Group, the largest automobile manufacturer and seller in Brazil. On October 20 19,110, Chery joined hands with the Philippine market. In early February this year, Chery reached a North American market distribution agreement with the United States UAAGI company. In addition to Chery Automobile, in April 2065438+2009, GAC passenger cars signed an agreement with Russian dealers and officially entered the Russian market.
Why do independent car companies actively deploy overseas markets? In Ren Wanfu's view, among the troika that drives the economy, exports rank first. For independent car companies, they are not limited to becoming domestic leading enterprises, but also want to develop internationally as multinational groups. With the development of global economy, enterprises are urged to look abroad more.
Export volume needs to be improved.
The data shows that in 20 19, China exported 10 12000 vehicles, down1.0% year-on-year; The export value was US$ 6,543.8+06.045 billion, a year-on-year increase of 3.28%. Among them, 728,900 passenger cars were exported, down 3.55% year-on-year, and the export value was 9.603 billion US dollars, down1.22% year-on-year; The export of commercial vehicles was 283 1 10,000 vehicles, up 6.23% year-on-year, and the export value was 6.442 billion US dollars, up 1.82% year-on-year. According to the statistics of China Automobile Industry Association, the top ten export enterprises in 20 19 were SAIC, Chery, BAIC, Jianghuai, Dongfeng, Changan, Daqing Volvo, Great Wall, FAW and Brilliance, with a total export of 837,800 vehicles, accounting for more than 80% of the total export volume.
Affected by the COVID-19 epidemic, the export situation of independent automobile enterprises will be more differentiated in 2020.
In September this year, Geely exported 0.8 1.000 vehicles, up 202.97% year-on-year, and the cumulative export volume from June to September was 40,800 vehicles, down15.94% year-on-year; Great Wall Motor sold 7,800 vehicles overseas in September, up 46 16% year-on-year, and accumulated sales from June to September were 4 15 vehicles, down18.32% year-on-year; Jianghuai Automobile exported 465,438+0,265,438+0 vehicles in September, down 65,438+0.22% year-on-year. In September, the cumulative sales volume was 23,600 vehicles, down 35. 16% year-on-year.
Chery Automobile's export volume in September was about 0.99 million? Vehicles, year-on-year growth 16.55%. From June 5438 to September, Chery Group was one of the few independent automobile enterprises that achieved export growth, with a cumulative export of 73,700 vehicles, up 3.2% year-on-year. In addition, Changan Automobile, SAIC passenger cars and GAC passenger cars have not yet announced their export sales performance in September, but the export volume in the first eight months is considerable. According to the sales data compiled by Geshi Automobile, in August, the export volume of Changan Automobile was 3 195, a year-on-year increase of/kloc-0.13%, and the cumulative export volume from June to August was 27,900 vehicles, a year-on-year increase of1kloc-0/.70%. The export volume of SAIC passenger cars was 1.65438+ 10,000 vehicles, up by 36.89% year-on-year. The cumulative export volume in1-August was 67,700 vehicles, up by 29.06% year-on-year. The export volume of GAC passenger cars 1 173, up 15.45% year-on-year. From June to August, the cumulative sales volume was 5,953 vehicles, up 1 1.84% year-on-year.
Fight for high-end
Cui Dongshu, secretary general of the National Passenger Car Market Information Association, said that it is not easy for independent brands to go out to sea. They have been trying to go out to sea for the past twenty years, but it is not always smooth sailing. They are still making efforts. "There is a certain gap between self-owned brand products and the requirements of the international market, especially in traditional fuel vehicles, and there is a certain gap with the international level. In addition, the layout of overseas markets has not been studied too deeply, and many aspects have not yet laid a good foundation and encountered many difficulties. "
Cui Dongshu believes that now independent brands are taking the road of brand promotion, in fact, they are preparing for going to sea.
Brand up is the slogan that independent brands have been shouting in recent years, and many independent brands have also launched their own high-end products. For example, Lexus launched by Geely Automobile, Starway launched by Chery Automobile and WEY launched by Great Wall Motor. In May this year, SAIC Roewe launched the "Double Standard Strategy", and all its high-end new energy pure electric vehicles will adopt the new R standard. The latest news is that the SAIC L project has landed and will mainly promote high-end new energy vehicles in the future. In addition, Dongfeng Motor also released a brand-new high-end brand "Lan Tu".
The picture shows the star range LX; Image source: Xingtu Automobile official website
In terms of sales volume alone, the performance of high-end products launched by independent brands is undoubtedly the best. The data shows that Lexus sold 65,438+0,870 vehicles, up 37.50% year-on-year. Since its listing, the cumulative total sales volume of Lectra has reached 360,429 vehicles. Facing the international market, Geely Automobile also has high hopes for Lexus. Geely Automobile plans to start listing Lexus 0 1PHEV in the European market in 2020, and the plan is progressing steadily. An Conghui, President of Geely Holding Group and CEO and President of Geely Automobile Group, said earlier that the fundamental purpose of all planning and development strategies of Lectra is to realize the mission of globalization and make Lectra represent China as a truly competitive and prestigious automobile brand in the international market.
The picture shows link 06; Image source: Link car official website
Will high-end models become the new direction for autonomous car companies to go to sea? Ren Wanfu said that luxury brands and high-end brands have stronger brand premium ability, and for enterprises, the benefits will be greater. Through brand promotion, it will bring better development to independent car companies and have greater brand influence. In addition, independent brands go to sea mainly in neighboring developing countries. If you want to develop in Europe and America, the quality of the previous products will definitely not be good, so developing brands is also hoping to open up the automobile market in Europe and America.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.