Budget 300,000, will you consider buying a Chinese brand car?

Although the breakthrough is difficult, go forward and follow

"The budget is 300,000 to 400,000, is it buying an ABB (Audi, BMW, Mercedes) or a red flag/tank?" Similar questions often appear in major automotive forums. But the time has been backward, and such tangles are almost unimaginable.

In contrast to the formation of the past few years, the following answers often show one side: "Must be the red flag/tank of the Chinese goods!"

The "200,000 yuan ceiling" was once a big bottleneck faced by Chinese automobile brands. It has fell for five years. "Some new cars are listed and broke the 200,000 yuan ceiling of Chinese brands." In fact, with the intensity of the discounts a few years ago and the fact that people generally choose the standard version of the model, 150,000 yuan is already a major difficulty in Chinese car brands.

During the decades of the rapid development of China's automobile industry, Chinese automobile brands have shocked high -end several times and repeatedly defeated. In the past five or six years, Chinese automobile brands have risen strongly. Whether it is a Great Wall tank with hard -core cross -country breakouts, or a joint venture brand leader led by China, it has become the best in high -end breakouts.

Various domestic companies have finally ushered in the best time for high -end, but as far as the current situation is concerned, the opportunity is still only grasped by a few companies.

Minority breakout

From 2016 to 2017, Chinese automobile companies opened a round of collective high -end breakouts, and they released high -end models or launched high -end brands to strive to break the "price monopoly" of the joint venture brand at that time. Today, a few years have passed, and a few brands have made breakthroughs and even began to seize the luxury brand market.

Lin Jie, Vice President of Geely Automobile Group and general manager of Lingke Sales Company, told China News Weekly: "Since the first product has been listed for 5 years, the cumulative sales of the Link brand have exceeded 740,000 units, with an average price of more than 177,000 yuan, of which the collar is the collar, of which the collar The current average price of Ke 09 has reached 338,000 yuan. A new breakthrough of China's high -end automotive brands has been achieved. "

Picture source: Lingke Auto

According to Lin Jie, 72%of the users are from joint ventures and luxury brands. The recommended ratio of new and old users has reached 71%, and the reputation of users has continued to strengthen and improve. At the same time, the value preservation rate of Lingke's product has reached 65.1%(as of June 2022), becoming one of the most valuable Chinese high -end automotive brands.

And Liu Yanzhao, CEO of the tank brand, bluntly stated: From listing in December 2020 to the end of July this year, the total sales of tanks have reached 151,115 units, accounting for more than 56%in the hardcore off -road market. tank.

The Great Wall Tanks, which originally belonged to the WEY brand, announced in April 2021 that the brand was officially operated independently. At present, there are only two models on the tank brand. It is 3350,000 to 39.50 million yuan.

"It can be said that in the off -road market, the opponent's figure can not be seen in the rearview mirror of the tank." Liu Yanzhao said, "If it is said that the tank 300 is innovative in category and rewrite the market structure. Then, the tank 500 breaks through with strong strength to break through with strong strength. The brand's upward ceiling directly entered the luxury camp and let the tank brand go to a new level. "

Picture source: Great Wall Tank

The success of tanks and collisions for high -end breakouts, with obvious marks of the times, gradually became the main force of car consumption when the post -85s, post -90s, and even post -00s. Added value is no longer a brand premium.

As for the Red Flag of the Ding Ding in Chinese car brands, since the new brand positioning and strategic goals were released in 2018, with the brand concept of "Chinese new and noble and exquisiteism", the Red Flag quickly completed the brand's rejuvenation. At that time, the plan was to complete the annual sales of 300,000 vehicles by 2035.

Nowadays, the price of E-HS9 has exceeded 500,000 yuan in one fell swoop. The annual sales volume of the Red Flag brand exceeded 300,000 units in 2021. The ranking in the list of luxury brands has also increased.

After decades of development, to this day, Chinese automobile brands have finally begun to compete with foreign brands at a positive market between 200,000 yuan, 300,000 yuan, or even higher prices.

High -end difficulty

However, at present, Chinese car brands that truly realize high -end brands are still a minority.

With the tide of young car consumption, a number of domestic automobile groups have launched their own high -end brands, committed to high -end breakouts, including Feifan of SAIC, Lan Tu, a subsidiary of Dongfeng, Jiqi Fox, and Changan. Although Vita, etc., has also undergone several years of development, has not yet formed a scale in sales and popularity, and it is still difficult to improve.

The predecessor of Feifan Automobile was SAIC R Auto. As a high -end brand of SAIC Group, R Auto announced its independence in October last year and changed its name to Feifan Automobile.

At present, Feifan has two products, which are Marvel R (guidance price: 229,800-26,800 yuan) and ER6 (159,800 to 201,800 yuan).

Picture source: Feifan Automobile

The Lan Tu, a subsidiary of Dongfeng, is currently the products of the medium and large SUV Lan maps and the mid -large MPV dreamer, which starts at more than 300,000 yuan. From January to July this year, Lantu cumulatively sold 8,671 vehicles. BAIC has two models of alpha and αS. In the first half of the year, Jihu Automobile had delivered 6,723 units, exceeding the total sales of the annual sales of 2021.

These three brands are against large car groups, and they are all new energy brands. However, the performance is not satisfactory. Although the growth momentum is good, whether the volume is still famous, it is not enough to break through.

Overlooking the entire new energy vehicle industry, the sales of new energy vehicles in the first half of this year reached 2.6 million, an increase of 1.2 times year -on -year. It is not difficult to see that the development of Feifan, Lantu and Jihu is not only as good as new power brands, but the overall performance has not been able to catch up with the general trend.

Different from the clear positioning of the tank's "iron -Han tenderness" and the trend of the leader, and the accurate marketing, Feifan, Lantu and Jihu and other brands do not seem to find the "key" of consumers' hearts.

"High -end electric vehicles are a small number of specific groups as a new experience for technology to taste new. The full -brand brand hype and market operation are completely different from traditional cars. It is impossible for traditional car companies to change the genes casually. "Some people in the industry believe that this has nothing to do with the marketing model used by traditional car companies, and the attributes such as" high -end smart electric brands "that should be passed out have not yet been reflected.

Nevertheless, in the face of rare high -end breakouts, major domestic automobile groups are letting go. As a brand co-created by Changan Automobile and Huawei and Ningde Times, Avita launched the first model Avita 11 at the Chengdu Auto Show on August 26. It is positioned to position pure electric medium large SUV with a price of 349,900-40.99 10,000 yuan.

Tan Benhong, chairman and CEO of Avita Technology, said that Avita's 11 orders have exceeded 20,000, mainly concentrated on the two versions of two versions of 369,900 and 409,900 yuan, and are planned to be delivered in December this year.

In November last year, Zhu Huarong, chairman of Changan Automobile, said at the brand conference of Avita: "Changan will accumulate a century of technical capabilities, along with the latest scientific research results, all of them have given Avita without reservation." And then Zeng Yuqun, chairman of Ningde Times, also said: "On Avita, we must use the latest and best things."

However, the industry generally treats this brand. After all, so far, the new energy high -end brands launched by major domestic automobile groups have not yet made the industry's conviction in the industry.

Chinese brands as a whole

For whether a high -end breakout is achieved, the average price and overall sales of bicycles are often measured in the industry. Although there are not many brands currently reaching this standard, the overall sales and prices of Chinese automobile brands have risen in the domestic market in the past few years, and quickly seized the market share of the original law and Korean cars.

According to statistics from the China Automobile Industry Association, from January to July 2022, the cumulative sales of domestic passenger cars were 12.529 million units, an increase of 8.3 % year-on-year. 47.6 %, an increase of 5.2 percentage points over the same period last year. According to statistics from years, this is the highest peak in the Chinese automotive brand market share.

After decades of development, Chinese automobile brands have finally got out of the dilemma of "low -end, low -priced", and have been recognized by more and more consumers.

"The more domestic cars are doing better,", "Finally understand why so many people are willing to buy domestic cars, the interior of the car still has configuration, it is really in line with the aesthetics and needs of the Chinese people." Domestic cars are crazy, now it's really fragrant "... In the past," Volkswagen Upgrade Audi "," Buick upgrade Cadillac "," Toyota Upgrade Lexus ", etc., are regarded as a major traditional path for car consumption upgrades, but with The rise of Chinese car brands, especially for the rapid development of new energy vehicles, is being broken.

In Lin Jie's view, the arrival of new energy has re -draws a starting line for all car brands. Traditional experience is no longer the only way to success (or even burdens and constraints). Innovation is the source of development of development.

"The advantage of Chinese brands is the advantage of the first, that is, quickly discovering the blue ocean market and achieving breakthroughs in the new market." Some people in the industry said that taking SUV models as an example. As a young model, SUV does not have a long development time in automotive history. Consumers buying SUVs is mainly the advantage of appearance. Due to the improvement of the domestic market research team, the face value elements that consumers like are quickly refined, and each company can basically design high -value products, so it quickly obtains market share.

Nowadays, high -end intelligence is the same, and there are almost no brand configuration, intelligence, and face value integration, which can be comparable to Chinese brands. What's more, Chinese car brands have "innate advantages": they are in the world's largest automotive market.

The greater environmental advantage is that China has become the world's most cutting -edge Internet practice base, and Chinese consumers have ahead of the world's perception of the Internet.Baidu, Tencent, Ali, Huawei, Xiaomi and other Internet and technology companies have continuously accelerated the integration with the new energy vehicle industry, making the high -end breakouts of the automobiles gradually formed a new development path.In addition, the tolerance of the younger generation of consumer groups is also unprecedented with the tolerance of new cars.In this context, although the car brands that have now achieved high -end breakthroughs are still a minority, driven by the overall development, the Chinese car brand is still in a period of high -end development opportunities.

Author: Zheng Yu

Operation editor: Xiao Ran

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