According to media reports, in order to integrate resources, Chery will return to a brand and strip off the Weilin brand and the Kairui brand and put the two brands into Chery Holdings. The reporter confirmed from the Chery dealers that such adjustments have started since last year. Now the sedan industry is a sales company, with Chery and Cowin operating under two brands, and Ruiqin, the high-end car brand that was intended to be built before, is integrated into the Chery brand. This kind of grid-connected adjustment is less than three years since Chery introduced the multi-brand system in 2009.
The trend of independent brand integration into the network Chery's network channel adjustment is more tortuous. From the initial period of Chery’s on-grid sales, to the sub-network during the Lifeng period, to the restart of the regional system during the Ma Deyu period, and to the Chery brand sub-network in 2009, Chery has now gone through several rounds of mergers and acquisitions.
Prior to the announcement of Chery's own "network channel adjustment" of its own brand and BYD. Since last August, BYD's marketing system has undergone changes. The previous four marketing departments were canceled, and all network dealers reported to one department. The A 4 and A 3 networks to be built in 2010 will be merged into the previous A 1 and A 2 networks. After the grid connection, the two major network channels have been assigned to key models. For example, in addition to the hot-selling S6, A1’s key models are the recently launched F3 sharp sharps, while the A2 net’s main sales model is the G6 and other G series high-end cars. For well-run dealerships, products previously assigned to A 3 and A 4 networks such as M 6, L series can also be sold together.
Coincidentally. At the Shenzhen Hong Kong-Macao Auto Show in June, Geely Automobile announced that it would adjust the three brand divisions of Emgrand, Global Hawk, and England to establish three large-scale marketing divisions. Liu Jinliang, general manager of Geely Group Sales Co., made it clear that Geely’s marketing structure has undergone major adjustments. It has cancelled the sales divisions of Emgrand, Global Hawk and British Automotive’s three sub-brands and integrated into the three major regions of Southern District, Central District and North District. The regional marketing divisions directly responsible for the Geely three brand channels in the areas under control.
The adjustments of the three major brands are all reducing the scale of the brand and streamlining the management system. Chery adjusted its multi-brand strategy. From the previous multi-brand operations to the re-introduction of the “single brandâ€; BYD's adjustments were based on the number, quality, and product distribution of the sales network; the strategic adjustment of Geely Automobile was aimed at Focusing on subdivided regional markets, the centralized resources further sink into the marketing network to tap the consumption potential of the regional market.
On-grid acquisition of dealer support for the integration of resources, Qiyun auto sales business into the Chery Automobile Sales Corporation, Chery’s previously launched business division changed to "a leadership team, two departments (Chery, Cowin) operation." This with 6 On the 26th of the month, Chery's internal senior management personnel division adjustments proceeded almost simultaneously. The original general manager of Chery Automobile Co., Ltd. Ma Dejun no longer served as the general manager of Chery Automobile Sales Corporation and was responsible for the company's quality work and the quality assurance department. Zheng Zhaorui, former general manager of Qiyun Automobile Sales, took over as general manager of Chery Automobile Sales Corporation.
The original Chery, Rui Qi and other brands have their own governance. Each has its own leadership team. After adjustments, Ruiqi merged into Chery's sales channels. The Qiyun and Chery brands that began to be divided last year are merged into the same leadership team in management, but they are only positioning different ideas on the product line.
"The Cowin may be less on its own research and development, and it will be more useless; Chery will emphasize independent research and development." The reporter learned from the Chery dealers that the new Chery E 5 launched last year belongs to the Cowin system, while the Chery A 3 , Tiggo, and Fengyun series belong to the Chery system. Regarding the grid connection, Chery Shenzhen dealer Li Peng said that “this adjustment has been started since last year. This is a good thing.†The time has come when the independent brand has implemented a multi-brand strategy, especially when the market conditions are not good. There is no effort to build so many brands.
“There is no guarantee that the dealer’s profit distribution network is fragile. If the number of products in the network is too small, or the potential market capacity of the products is small, or the products lack a competitive advantage, the profitability of the distributors is difficult to guarantee. There are too many products in the market, and the number of dealers is increased. If the control is not good, they fight each other and the fight is not enough to eat or eat well.†Zhang Siyuan, an industry commentator, pointed out.
The network adjustments of Chery and BYD correspond to the above two scenarios. From the previous sub-network, expanded sales to today's on-grid, reduced network, dealers tend to support the latter. Taking BYD as an example, after the four networks were merged into two networks, distributors had more products to distribute, and consumers faced more after-sales service because consumers could only go to the networks of his vehicles. Maintenance, after adjustment, consumers can go to any dealership for maintenance.
Channel adjustment hot market downturn is mainly due to "when the brand is in the rising period, the expansion of the sales channels. When the brand is in the down period, the sales channels can only be streamlined. Such repeated also reflects the immaturity of the development plan of independent brands. "An independent brand dealer in the network adjustment said.
When Chery and BYD contracted their product lines, Great Wall Motor’s plans to separate Harvard and replace it with new ones were heard. Two years ago, Chairman of Great Wall Motors Wei Jianjun said in an interview with the media that the goal of the Great Wall is to initially realize the independent network sales of the Haver brand in 2013, but whether to divide the network and classify it from the market. First, whether the market can support single-item operations; second, whether to see monthly sales of single stores exceed 100 vehicles, and to ensure that dealers make money; third, whether the overall sales volume of this market is a more mature market.
Compared to the previous period, Wei Jianjun became more cautious in the face of the topic of the "Haffer Independent Network." In addition to the changes in the overall market environment, the decline in market share of self-owned brands and the decline in market share, Chery, Pentium and other independent brands have not achieved the expected results of sub-brands, change of marks, and sub-networks, and they have also played a certain role in the Great Wall. Warning effect.
The self-owned brand sub-network dealers view is not an easy thing. First, because of the fierce competition in first-tier cities, the brand effect of self-owned brands is not enough to support several sub-brands. Second, first-tier cities are expensively rented, sub-networks and independent brands must Set up new 4S stores. This is in Shenzhen. The city is more difficult. However, for companies with a strong brand influence and profitability, sub-nets and independent brands can recruit more dealers and set up more outlets. In a sense, this is more like a marketing strategy.
Car commentator Zhang Zhiyong pointed out that when car companies need to increase brand awareness, some dealers are not willing to overinvest. In this case, the implementation of sub-network sales of different brand models is also an effective solution.
The large market environment and policy background did not show the benefits for independent brands. In the first seven months of this year, the number of self-owned branded passenger vehicles sold was 3.5643 million, which was lower than the overall growth rate of passenger vehicles by 6.4 percentage points, accounting for 40.8% of the total passenger vehicle sales, which was 2.6 percentage points lower than the same period last year. In July, sales of self-owned brand passenger cars reached 416,000, a decrease of 17.6% from the previous month, accounting for 36.7% of the total sales of passenger cars. The occupancy rate decreased by 2.2 percentage points from the previous month, the lowest since September 2008. The data released by China Automobile Association shows that the situation of self-owned brands in the second half of the year and even two to three years in the future will not be too good.
First-tier cities have successively restricted purchases, and their own brand's living space has gradually shrunk. In cities like Shenzhen, which have stepped into consumption upgrades, it is difficult for independent brands to gain favor from consumers. Even in the third- and fourth-tier cities, with the strong expansion of the joint venture brand, the living space of the independent brand is further squeezed. Against this backdrop, BYD, Chery, Geely, and Great Wall are all planning on channel change and adjustment of management structure.
Whether it is sub-network or grid-connected, it can be seen that these enterprises are facing the efforts of the unpredictable market. BYD's reduction of the network is a good thing for dealers. Chery's "multi-brand strategy" adjustment, the main brand "Chery" on the key position, this correction in the dealer's approval at the same time, should be able to recall the feelings of consumers of this old independent brand. Although the Great Wall has been tangled with grids and sub-nets, compared to other brands, the Great Wall’s development momentum in recent years is promising. The Haval series has gained market recognition, and the brand personality has clearly exceeded the brand's commonality. In the past, sub-net sales were possible. Can better highlight its personality. However, at this time, in the increasingly competitive market environment, the domestic automobile enterprises must not only consider whether follow-up product development can keep up with this problem, but also measure the sales, after-sales service and parts and components of the vehicle. Break-even point, and according to the regional consumption potential to determine the layout of outlets.
Each independent distribution network requires independent management resources. Using the same management system to correspond to multiple distribution networks, it is difficult to ensure that each distribution network receives adequate management, strategy, and resource support. This is also the reason why independent brands have taken over the distribution departments and managed by the sales companies.
The adjustment of the channels of the four major independent brands has little impact on the Shenzhen market. First, the voice of independent brands in the first-line market was overshadowed by the heat of joint ventures and imported brands; second, the sub-network forms of these brands in Shenzhen and other cities were ineffective, whether it was the Great Wall, Geely, or Chery, the agents in Shenzhen were more Concentration, a limited number, a brand up to two different distributors, and these brands correspond to dealers no shortage of agents for multiple sub-brands. Such as the North Chery company, operating brands are both Chery, and Rui Qi, Wei Lin, Geely Shenzhen agents Guanghuatong Group not only acting emperor, but also acting Global Hawk brand. On-grid, for independent brand dealers in first-tier cities such as Shenzhen, it is only the company's internal responsibilities and fine-tuning of brand promotion.
The trend of independent brand integration into the network Chery's network channel adjustment is more tortuous. From the initial period of Chery’s on-grid sales, to the sub-network during the Lifeng period, to the restart of the regional system during the Ma Deyu period, and to the Chery brand sub-network in 2009, Chery has now gone through several rounds of mergers and acquisitions.
Prior to the announcement of Chery's own "network channel adjustment" of its own brand and BYD. Since last August, BYD's marketing system has undergone changes. The previous four marketing departments were canceled, and all network dealers reported to one department. The A 4 and A 3 networks to be built in 2010 will be merged into the previous A 1 and A 2 networks. After the grid connection, the two major network channels have been assigned to key models. For example, in addition to the hot-selling S6, A1’s key models are the recently launched F3 sharp sharps, while the A2 net’s main sales model is the G6 and other G series high-end cars. For well-run dealerships, products previously assigned to A 3 and A 4 networks such as M 6, L series can also be sold together.
Coincidentally. At the Shenzhen Hong Kong-Macao Auto Show in June, Geely Automobile announced that it would adjust the three brand divisions of Emgrand, Global Hawk, and England to establish three large-scale marketing divisions. Liu Jinliang, general manager of Geely Group Sales Co., made it clear that Geely’s marketing structure has undergone major adjustments. It has cancelled the sales divisions of Emgrand, Global Hawk and British Automotive’s three sub-brands and integrated into the three major regions of Southern District, Central District and North District. The regional marketing divisions directly responsible for the Geely three brand channels in the areas under control.
The adjustments of the three major brands are all reducing the scale of the brand and streamlining the management system. Chery adjusted its multi-brand strategy. From the previous multi-brand operations to the re-introduction of the “single brandâ€; BYD's adjustments were based on the number, quality, and product distribution of the sales network; the strategic adjustment of Geely Automobile was aimed at Focusing on subdivided regional markets, the centralized resources further sink into the marketing network to tap the consumption potential of the regional market.
On-grid acquisition of dealer support for the integration of resources, Qiyun auto sales business into the Chery Automobile Sales Corporation, Chery’s previously launched business division changed to "a leadership team, two departments (Chery, Cowin) operation." This with 6 On the 26th of the month, Chery's internal senior management personnel division adjustments proceeded almost simultaneously. The original general manager of Chery Automobile Co., Ltd. Ma Dejun no longer served as the general manager of Chery Automobile Sales Corporation and was responsible for the company's quality work and the quality assurance department. Zheng Zhaorui, former general manager of Qiyun Automobile Sales, took over as general manager of Chery Automobile Sales Corporation.
The original Chery, Rui Qi and other brands have their own governance. Each has its own leadership team. After adjustments, Ruiqi merged into Chery's sales channels. The Qiyun and Chery brands that began to be divided last year are merged into the same leadership team in management, but they are only positioning different ideas on the product line.
"The Cowin may be less on its own research and development, and it will be more useless; Chery will emphasize independent research and development." The reporter learned from the Chery dealers that the new Chery E 5 launched last year belongs to the Cowin system, while the Chery A 3 , Tiggo, and Fengyun series belong to the Chery system. Regarding the grid connection, Chery Shenzhen dealer Li Peng said that “this adjustment has been started since last year. This is a good thing.†The time has come when the independent brand has implemented a multi-brand strategy, especially when the market conditions are not good. There is no effort to build so many brands.
“There is no guarantee that the dealer’s profit distribution network is fragile. If the number of products in the network is too small, or the potential market capacity of the products is small, or the products lack a competitive advantage, the profitability of the distributors is difficult to guarantee. There are too many products in the market, and the number of dealers is increased. If the control is not good, they fight each other and the fight is not enough to eat or eat well.†Zhang Siyuan, an industry commentator, pointed out.
The network adjustments of Chery and BYD correspond to the above two scenarios. From the previous sub-network, expanded sales to today's on-grid, reduced network, dealers tend to support the latter. Taking BYD as an example, after the four networks were merged into two networks, distributors had more products to distribute, and consumers faced more after-sales service because consumers could only go to the networks of his vehicles. Maintenance, after adjustment, consumers can go to any dealership for maintenance.
Channel adjustment hot market downturn is mainly due to "when the brand is in the rising period, the expansion of the sales channels. When the brand is in the down period, the sales channels can only be streamlined. Such repeated also reflects the immaturity of the development plan of independent brands. "An independent brand dealer in the network adjustment said.
When Chery and BYD contracted their product lines, Great Wall Motor’s plans to separate Harvard and replace it with new ones were heard. Two years ago, Chairman of Great Wall Motors Wei Jianjun said in an interview with the media that the goal of the Great Wall is to initially realize the independent network sales of the Haver brand in 2013, but whether to divide the network and classify it from the market. First, whether the market can support single-item operations; second, whether to see monthly sales of single stores exceed 100 vehicles, and to ensure that dealers make money; third, whether the overall sales volume of this market is a more mature market.
Compared to the previous period, Wei Jianjun became more cautious in the face of the topic of the "Haffer Independent Network." In addition to the changes in the overall market environment, the decline in market share of self-owned brands and the decline in market share, Chery, Pentium and other independent brands have not achieved the expected results of sub-brands, change of marks, and sub-networks, and they have also played a certain role in the Great Wall. Warning effect.
The self-owned brand sub-network dealers view is not an easy thing. First, because of the fierce competition in first-tier cities, the brand effect of self-owned brands is not enough to support several sub-brands. Second, first-tier cities are expensively rented, sub-networks and independent brands must Set up new 4S stores. This is in Shenzhen. The city is more difficult. However, for companies with a strong brand influence and profitability, sub-nets and independent brands can recruit more dealers and set up more outlets. In a sense, this is more like a marketing strategy.
Car commentator Zhang Zhiyong pointed out that when car companies need to increase brand awareness, some dealers are not willing to overinvest. In this case, the implementation of sub-network sales of different brand models is also an effective solution.
The large market environment and policy background did not show the benefits for independent brands. In the first seven months of this year, the number of self-owned branded passenger vehicles sold was 3.5643 million, which was lower than the overall growth rate of passenger vehicles by 6.4 percentage points, accounting for 40.8% of the total passenger vehicle sales, which was 2.6 percentage points lower than the same period last year. In July, sales of self-owned brand passenger cars reached 416,000, a decrease of 17.6% from the previous month, accounting for 36.7% of the total sales of passenger cars. The occupancy rate decreased by 2.2 percentage points from the previous month, the lowest since September 2008. The data released by China Automobile Association shows that the situation of self-owned brands in the second half of the year and even two to three years in the future will not be too good.
First-tier cities have successively restricted purchases, and their own brand's living space has gradually shrunk. In cities like Shenzhen, which have stepped into consumption upgrades, it is difficult for independent brands to gain favor from consumers. Even in the third- and fourth-tier cities, with the strong expansion of the joint venture brand, the living space of the independent brand is further squeezed. Against this backdrop, BYD, Chery, Geely, and Great Wall are all planning on channel change and adjustment of management structure.
Whether it is sub-network or grid-connected, it can be seen that these enterprises are facing the efforts of the unpredictable market. BYD's reduction of the network is a good thing for dealers. Chery's "multi-brand strategy" adjustment, the main brand "Chery" on the key position, this correction in the dealer's approval at the same time, should be able to recall the feelings of consumers of this old independent brand. Although the Great Wall has been tangled with grids and sub-nets, compared to other brands, the Great Wall’s development momentum in recent years is promising. The Haval series has gained market recognition, and the brand personality has clearly exceeded the brand's commonality. In the past, sub-net sales were possible. Can better highlight its personality. However, at this time, in the increasingly competitive market environment, the domestic automobile enterprises must not only consider whether follow-up product development can keep up with this problem, but also measure the sales, after-sales service and parts and components of the vehicle. Break-even point, and according to the regional consumption potential to determine the layout of outlets.
Each independent distribution network requires independent management resources. Using the same management system to correspond to multiple distribution networks, it is difficult to ensure that each distribution network receives adequate management, strategy, and resource support. This is also the reason why independent brands have taken over the distribution departments and managed by the sales companies.
The adjustment of the channels of the four major independent brands has little impact on the Shenzhen market. First, the voice of independent brands in the first-line market was overshadowed by the heat of joint ventures and imported brands; second, the sub-network forms of these brands in Shenzhen and other cities were ineffective, whether it was the Great Wall, Geely, or Chery, the agents in Shenzhen were more Concentration, a limited number, a brand up to two different distributors, and these brands correspond to dealers no shortage of agents for multiple sub-brands. Such as the North Chery company, operating brands are both Chery, and Rui Qi, Wei Lin, Geely Shenzhen agents Guanghuatong Group not only acting emperor, but also acting Global Hawk brand. On-grid, for independent brand dealers in first-tier cities such as Shenzhen, it is only the company's internal responsibilities and fine-tuning of brand promotion.
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