The export opened a window for independent brands

Recently, good news on the export of self-owned brands has continued to come. The latest is the recent launch of a product launch event for Chery Automobile in Hong Kong. This event not only marks the official landing of Chery Automobile in Hong Kong, but also marks the first time that the self-owned brand passenger vehicle entered the Hong Kong market for the first time. According to statistics, in the first half of the year, a total of 1.526 million units of self-owned brand cars were sold, an increase of 5.07% year-on-year, accounting for 30.81% of the total number of cars, and the occupancy rate was down by 0.87 percentage point from the same period of last year. Contrary to the “cold weather” in the domestic market, the export of self-owned brand cars in the first half of the year was 381,100, an increase of 56.99% year-on-year. In May and June, the monthly export volume hit a record high, and the export volume in June exceeded 80,000. It is expected to surpass the record high of 644,000 in 2008, a record high.

There is a saying in the West: When God closed a door, he also opened a window. This statement is true, because of the impact of policies and regulations, auto makers have experienced a sharp decline in domestic sales during the first half of the year while export growth has been quite rapid. Under the background of the current sluggish domestic auto market, exporting overseas has become an important means to save the tide in addition to the way that independent brands promote New Products and expand networks. Some people may be a bit disdainful about the export of self-owned brands, and think that exports are all relatively impoverished countries and have little significance. In addition, exports of self-owned brands accounted for a small proportion of China’s total automobile output. Taking 2010 as an example, the export volume was 544,900, which accounted for only 2.98% of China’s total automobile output, and was at a relatively low level globally.

There is no need to accumulate small streams and there is no way to become a river. In fact, the export of self-owned brands has positive significance for the development of national brand cars. The export of self-owned brand cars will first of all help expand the company's production capacity, increase its international reputation, and enhance its overall strength. In addition, the economic development of independent enterprises will also drive the development of the national economy. The increase in the strength of enterprises will help the country reduce imported cars.

For the self-owned brand, the pressure on the domestic market can be said to be more and more serious. The joint venture brand tries its best to stop the development of its own brand. In foreign markets, self-owned brands and joint-venture brands are directly "face-to-face" stifling. Not only are they not protected by government national industrial supporters, but they may also have various policy restrictions. To establish a firm foothold in foreign markets, only to defeat overseas competitors.

Therefore, if the Chinese auto industry does not want to be eaten by the "wolf" of the joint venture, it must be able to dance with the wolf, and to dance with the wolf, it must become a wolf itself. The competition in overseas markets is undoubtedly a good opportunity for independent brands to “dance with the wolf”, so that the independent brands can really take off their protective clothing and rely on real skills. In this process, the muscles of independent brands will also become stronger. Yin Tongyue, Chairman of Chery Automobile, elaborated on the significance of exports for independent brands: no internal instability, no strong external strength, and this sentence can be said to accurately summarize the significance of overseas markets for independent brands.