In the automobile industry, how can we not love this era deeply? In the past ten years, China's automobile industry has experienced a period of rapid growth. By the end of 20 18, its production and sales volume has jumped to the top in the world for ten consecutive years, and people in the industry are all shrouded in dividends. In 2007, at the beginning of the rapid growth of China automobile market for ten years, both SAIC and MG stood at the node of change, and everything in the future was unknown. More than ten years later, SAIC, which ranked only 400 among the top 500 companies in the world at that time, has jumped to the 39th place in the 20 19 list. MG MG, who just joined SAIC at that time, has now become the single brand with the largest export volume in China.
I have to say that it was a decade when autobots were full of chicken blood. However, "ups and downs are life, and gains and losses are life." The growth trend of 20 19 industry began to decline. In the face of new changes, how should China car companies, who are used to standing on high places, intervene?
The domestic market "depicts the rainbow"
Although the final data of China auto market in 20 19 has not yet been released, judging from the previous market performance in 1 1 month and the inventory above the warning line in1February, the downward trend for the whole year is a foregone conclusion. Just when everyone is feeling that the market has entered the cold winter, it is natural to break the ice.
In fact, today's automobile market is facing not only the lack of consumption power, but also the innovation of power system, the change of consumer groups and even the upgrade of marketing model ... which challenges the creativity of automobile enterprises everywhere.
The report "20 19 McKinsey Automotive Consumer Insight" released by McKinsey, a global management consulting company, shows that how to attract new customers, better manage existing customers and revitalize the incremental and stock markets has become a watershed in the current production capacity of automobile enterprises. Among them, reshaping the brand experience and entering the first choice list of consumers is the magic weapon for car companies to win the knockout.
Reinventing the brand experience is easier said than done. Unlike the brand image of FMCG, which can be overturned once it is wrong, as a durable car, the brand image has always been "the older it is, the more popular it is", and it is as difficult to rebuild it as to create a new brand. However, in the face of the rapid changes in consumer groups and consumer demand in China automobile market, even "time-honored brands" such as Mercedes-Benz and BMW have been associated with the post-90s or even post-00s. Reconstruction is not a multiple-choice question, but a necessity.
Maybe the timing is just right. It is this industry change that gives the newly born MG brand in China a chance to start again.
What does youth represent? Exercise, curiosity, passion and omnipresent hormones are vividly displayed in MG's new car. From MG 6, which focuses on sports performance, to MG HS, a hormone SUV, and then to ZS, the new products launched by MG have aroused the refreshing point of young people. Fitness, music, make-up, antique, secondary elements ... Celebrities that young people like have all moved into the "trunk market". Even Yu Jingmin, deputy general manager of the passenger car branch, took off his suit and put on leather clothes, stood on the stage in punk clothes and put on a CD, giving himself a new name "Fat Head Yu". Is it grounded? Is it wet enough?
For MG, it doesn't seem enough, so here at SAIC Motor Circuit, MG has opened the world's largest experience center, including vintage cars, cool track modified cars, car washing in No.8 garage, and different theme activities every month plus MG? Kraft mg coffee, this is not the function of ordinary 4S stores, "all the time?" "young" has been implemented every day since the day of listing activities.
Now "always? What else do young people love? Hot search. MG MG is hot searching almost every month, from soaring high-speed rail to flying aircraft carriers, whether by accident or deliberately. In short, it is no exaggeration to say that MG is an online celebrity in the automobile circle.
In the gloomy domestic auto market, MG's "painted rainbow" surprises people from time to time. As an old brand with a history of nearly a hundred years, it is no accident that MG can do this. In Yu Jingmin's view, this is hereditary. "MG MG has been creating younger cars and younger travel experiences for generations of young people for more than 90 years."
International Market Exhibition "Dragon" Wei
In addition to its infinite vitality in the domestic market, MG has also made great strides in the international market.
According to the latest data, in 20 19, SAIC exported 350,000 cars and sold them overseas, up 26% year-on-year, accounting for 33% of the total overseas sales of China car companies, that is, every three China cars were sold overseas. Among them, MG's overseas sales totaled 6.5438+0.39 million vehicles, up 90% year-on-year, ranking first among the single automobile brands exported by China. It is understood that MG MG has formed seven "scale-level" markets in the Middle East, including Britain, Thailand, Chile, Australia, New Zealand, India and GCC. Among them, in the UK, MG became the fastest growing brand with a sales growth rate of 65,438+055.6%, with sales exceeding 1 10,000 vehicles; In Australia, MG has become the number one passenger car brand in China. In Thailand, MG ranked seventh in the passenger car market share, surpassing Suzuki in the first nine months of 2065438+2009, with a share of 2.5%. In terms of models, the overseas sales of MG ZS sedan in 20 19 exceeded 60,000, accounting for nearly half of MG's overseas sales.
Regarding MG's achievements in overseas markets, Yu De, assistant to the president of SAIC and general manager of the international business department, said that "export" is only the product going out, and "going out to sea" is the whole industrial chain going out.
According to him, when MG eHS entered Europe, it was found that there were many charging companies in Europe and the charging standards were not uniform. In order to build a communication module that can adapt to various European charging standards, SAIC has set up a research team to conduct independent research and development, so that more than 95% of charging piles in Europe can be charged before pure electric MG EZS enters Europe.
"SAIC is not a trader, but emphasizes overseas operations rather than simply selling cars. Overseas operation is not a simple economic concept. SAIC and MG need to be fully integrated into the local society. " Yu De stressed. Not long ago, MG HS and MG EZS also won two evaluations of "European Five-Star Safety" and 1 "Australian Five-Star Safety", becoming the first SUV and new energy vehicle in China history respectively. At the same time, many models of SAIC MG still meet the requirements of REACH, E-MARK and ECE? European standards such as R 100. It can be said that this laid the foundation for MG models to enter more international markets.
It is understood that in 2020, SAIC will have 2-3 cars entering Europe to expand the Singaporean market, and will also participate in the Dubai World Expo on behalf of the "China National Team" and become the only automobile manufacturer in the China Pavilion. By 2025, SAIC will plan to export 654.38 million vehicles. Yu De said: "With the continuous launch of our products, we will accelerate the international layout in the next step."
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.