Qian Zhongshu once said that everyone has their own views on the definition of "city", so the way to deal with it is naturally different. If the "overseas market" is regarded as a "city" on the road of car companies' development, then different car companies have different choices.
The only constant, whether entering the city or leaving the city, is to "live" and "live well".
It is nothing new for China car companies to practice "globalization" and actively explore overseas markets. But at the same time, foreign auto giants such as General Motors are frequently "slimming".
Overseas markets, which are regarded as hot potato by China car companies, seem to be "chicken ribs" when it comes to GM. After weighing, it is natural to be forced or take the initiative to "cut off the supply".
We can't help thinking, will GM's actions today become an "anxiety" for its own brands in the future? It may be a bit far to talk about this topic now. Let's take a look at the lure, advantages and disadvantages of "overseas market" and why independent brands and foreign car giants have completely different "visions".
Independent brands frequently "go out to sea"
Or forced by the local market.
Aside from the "global dream" of the heads of China car companies, there are more or less reasons why we need to go out. Mara Auto Market believes that the most important thing is the recent development of China's local market.
As we all know, the sales volume of China's local automobile market began to slow down in 20 16 years, from the high-speed expansion of year-on-year growth 10% to the first negative growth in 20 18 years, which was even worse in 20 19 years. It is an indisputable fact that the domestic automobile market has changed from incremental market to stock market.
Weak domestic market demand, overcapacity, depressed auto market and increasingly fierce market competition are forcing independent auto companies in China to find their own way out. At this time, China car companies seem to have reached a general "* * * understanding": only going abroad and actively exploring overseas markets can be the only correct new direction and new business growth point.
Thus, the past 20 19 years has become a landmark year for China's independent brands to "go out to sea". Last year, some car companies, mainly Great Wall, Geely, Chery and SAIC, set off a wave, and their own brands gradually landed on a global scale.
2065438+April 2009, Hector, the first model of SAIC MG brand in the Indian market, was officially mass-produced, which marked that SAIC became the first independent brand in China to enter the Indian market.
From June, 2065438 to June, 2009, Great Wall realized the production of Otula factory, and completed the off-line and overseas listing of Haval F7 series models.
In the same month, Geely's first new car Proton X70 was officially launched at Tanjung Malin Factory in Malaysia.
165438+ 10 In Uruguay, Lifan Group and Brilliance Auto signed a strategic cooperation agreement to jointly explore the South American market.
In 2020, similar to Great Wall Motor's acquisition of General Motors' Tarigon plant in India; The news that Chery entered the American market by launching its brand and sold it kept reaching our ears.
In particular, it can be seen that independent brands are making steady progress in "going out to sea" and there is a trend of covering the whole world. Whether it is through the acquisition of overseas local car companies or projects, the integration of local manufacturing into the local market, or the construction of overseas R&D bases and factories, it reflects the confidence and strength of independent brands to a certain extent.
It is worth mentioning that in the whole process of going out to sea, independent brands have practiced the cognition that not only automobile products go out to sea, but also brands, funds and technologies go out to sea from the outside. The strength and depth can be seen.
"Breakthrough" of Foreign Automobile Enterprises
In fact, it is also a helpless move.
With the "going out" of domestic car companies, those foreign car companies have adopted completely different "postures". As one of the three automobile giants in the United States, General Motors recently said that it would withdraw from many global automobile markets. In GM's view, these markets are unprofitable in the future, so they decided to withdraw without hesitation.
According to GM's plan, they will withdraw from Australia, New Zealand and Thailand before the end of the year. In this regard, GM CEO? Mary? Barra said: "The company hopes to pay more attention to the market that can bring rich returns, and said that GM will continue to support its employees and consumers during the above transition period."
In fact, this is not the first step for GM to adjust its business strategy. Previously, GM had withdrawn from several markets, such as Japan, Russia and Europe, because it did not occupy a significant market size in these markets. ?
In June 5438+10, GM announced that it would sell its Indian factory to Great Wall Motor. Last September, GM's technology center in India was sold to Tata Motors, which meant that GM completely withdrew from the Indian market. ?
In September last year, General Motors announced that its Chevrolet brand would completely withdraw from the Indonesian market by the end of March this year. Since 20 10 withdrew from the Belgian market, GM has successively withdrawn from major European markets and African and Asian markets.
The reason why GM treats overseas markets completely differently from China car companies is that these markets are like chicken ribs to GM. Not only the investment is large, but also the return is low. Take the Asian market where GM is located as an example (except China market). Last year, GM's overall performance in the Asian market was not satisfactory. Its international business lost $200 million, with a loss of $654.38 billion in the fourth quarter alone.
The 40-day strike last year cost GM more than $2 billion. Later we reached an understanding with the trade union and signed a new agreement. The agreement includes a commitment to invest $9 billion to build a factory in the United States, create nearly10,000 new jobs and provide more generous welfare benefits.
Coupled with GM's investment in new technologies such as autonomous driving and electric vehicles, GM has to re-examine the rationality of its return on investment and naturally tilt towards a more competitive market.
Not only GM, but also many foreign car companies have taken re-adjustment measures because of the decline in sales and profits, and at the same time have to devote themselves to new development directions.
Although you can't put your eggs in the same basket, there is no doubt that those foreign car companies have their own criteria and expectations for the "basket" itself. Taking "slimming" is not in line with the trend at first glance, but it is indeed a necessity based on its own situation, and it may also be a more appropriate way to deal with it.
GM's move today.
Will it become the anxiety of independent brands in the future?
Perhaps it is alarmist, but it has to be said that this may become a problem that independent brands need to face in the near future.
In fact, the "going out" of independent brands has long existed in foreign car companies such as GM. In the early stage of development, when the development in the local market encounters bottlenecks, actively exploring overseas markets can indeed play a very important role, and it also brings opportunities and new business growth points to similar GM.
After decades of precipitation, on the one hand, it has accumulated experience and created benefits for them. This also makes them more aware of the advantages and disadvantages of overseas markets. It can be said that if autonomous car companies go to sea is the initial stage of development, then GM and other car companies are facing a period of re-examination and re-selection after going to sea.
Perhaps it is because of different development trajectories, different demands and different expectations. Treating independent brands in overseas markets may not encounter such "troubles" as GM. But anyway, it will definitely be a reference template for reference.
How to learn from each other's strengths and avoid unnecessary risks is worthy of careful consideration by independent brands that are now in the upsurge of "going out to sea".
Ma Yue:
It is not difficult to see that whether it is China's own brand's "going out to sea" to make a living or the "breaking up" of foreign car companies, this delicious cake in overseas markets has different appeal to every car company. But only by fully examining your own actual situation and finding a suitable response is the right way. Although the "global dream" is worthy of recognition, we should always stay awake and avoid falling into a hidden crisis because of some positive rashness.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.