May 10, 2018, is the second Chinese brand day. For Chinese cars, it is a perfect day to look at the status quo of car brands today. It was just a full month ago, 2018 Beijing Auto Show, One of the most spectacular car brand feasts in history has come to an end with our gaze. The strong old and powerful forces, the aggressive new force of the constructors, and the new brands that traditional car companies have sent out to open up new territories have come together. It looks like a boom. Behind the scenes is actually the beginning of a car brand battle.
Beijing Auto Show Weilai Auto Show
Faced with such a "war," the auto industry is just as good. People who eat melons are expressing their opinions and refuting the opinions of his family. The focus of these attitudes is nothing but discussing the next year. At that time, no matter whether it was at this year's auto show debut of nearly 10, or all the hundreds of new car manufacturers can survive a few.
Beijing Auto Show Weimar Automobile Booth
You can look forward to the majestic, rich and wealthy Weilai, and you can also look forward to the Weimar that you can afford to use. Of course, there is the future of “focus on designâ€. Every family has its own set of philosophy of survival waiting to be demonstrated. Everyone has chosen the path that they believe they can walk through. It is not yet known who will be the final winner. But what is certain is that among the hundreds of new vehicle builders, a large part will quickly become a denominator and be taken away by the big wave of the car market. What remains is a seldom minority.
In the more than 60 years since the 1950s, before the emergence of a large number of new vehicle manufacturers, there have been three brand surges in Chinese cars. From the initial Dongfeng, Hongqi, Shanghai to later joint ventures between Shenlong and Fukang to Guangzhou Honda in the 1990s. The advent of a large number of joint venture brands such as Dongfeng Honda, North-South Volkswagen, and Shanghai GM each have their own winners and exiters.
The first wave of brands: the early days of the founding of the country - the end of the 1970s
New China First Car Liberation CA10 Truck
In July 1953, China's first automobile manufacturing plant held a ground-breaking ceremony in Changchun. Three years later, in 1956, the first car manufactured by the Chinese people, the Liberal Carrier, officially went offline. This became the first in New China. Taiwan has its own brand of cars, in June the same year, Beijing Automobile successfully trial Jinggangshan car. After Liberation, the Dongfeng brand was born in 1957 and the first red flag, the first Phoenix, and the Yangtze River Jeep in 1958.
The first red flag car
Although the brand that was born in that era is still only a fraction of the time, but for the Chinese auto industry when fashion is in its infancy, this five-year period is still the collective outbreak of five years. These brands can be said to support the founding of the country 20 In the automobile industry of the year until the mid-1960s, China’s auto industry invested 1.1 billion yuan in total, and established five automobile manufacturing plants of FAW, NAC, SAIC, BAIC, and Jiqi, with an annual production capacity of nearly 60,000 vehicles and nine models. . At the end of 1965, the number of civilian vehicles in the country was nearly 290,000, including 170,000 domestic cars.
Yangtze River Jeep
Today, although FAW, Second Automobile (renamed Dongfeng Motor Co., Ltd. in the 1990s), BAIC and SAIC are all active in the first-line market of Chinese cars, the Yangtze River, Shanghai, Phoenix and the Fuchs brand cars at the end of the 1960s have The pioneers of the Chinese automobile industry have long since vanished, and the only remaining red flag is now on the road to market transformation.
The second wave of brands: 80s to early 90s
Beijing Jeep Cherokee
After the reform and opening up in 1978, Chinese cars began to embark on a joint venture. In 1983, Beijing Automotive and the then American AMC automobile company jointly established Beijing Jeep Motors Co., Ltd. This is also China's first joint venture car company, and the Beijing Jeep brand's Cherokee model has still occupied a place in the hearts of many people. It is also the source of Jeep brand feelings. In the mid to late 1980s, Shanghai Volkswagen, Guangzhou Peugeot and Tianjin Daifa were established one after another. Together with FAW Volkswagen, Changan Suzuki, and Shenlong Fukang in the early 1990s, a large number of joint venture brands emerged in the Chinese automotive market. Another brand wave after the 1950s.
In 1992, Shenlong Fukang was officially put into production in China
When the joint venture ushered in the first spring, a small number of private car companies began to join the Chinese auto industry. In 1984, today's Great Wall Motor Co., Ltd. was formed with Geely and Chang'an to form the Big Three. Lifan, which was first started as a motorcycle maker, was established in 1992. Together with the Great Wall, it became one of the earliest private auto companies. In the 1990s, Changan Machinery Factory and Jiangling Factory merged with Changan Automobile Co., Ltd. in 1994 to establish a precedent for the transformation of military enterprises into auto companies.
1990 first sedan Xiali offline
Compared to the first two decades after the founding of the People's Republic of China, the rapid development after the reform and opening up was accompanied by a more rapid market baptism. Guangzhou Peugeot became the first joint venture brand to leave the Chinese market, and Shenlong Beverly, Beijing Jeep, and Tianjin Daifa. Such brands as FAW Xiali, Guizhou Skylark, Sanjiang Renault, and Hainan Mazda have left, and even the joint venture company has ceased to exist. Hafei Songhua River, including the title of Wang Weiwei, once again withdrew from the historical stage in 2009.
Once imported from Guangzhou Peugeot, the domestic Peugeot 505 travel version
The third brand wave: the late 90s - 2010
In 2005, Chery QQ had achieved monthly sales of 10,000
Since the late 1990s, more and more private car companies have begun to join the Chinese car market. In 1997, Chery, the first independent brand in China, was established. In the same year, Geely, which was founded in 1986, also switched to the automotive industry. With the addition of brands such as BYD, Zhongtai, and Maple, the team of China National Construction Vehicles has gradually grown. While the number of private enterprises cannot be compared with that of state-owned and local car companies, in today’s automobile market, Geely, the Great Wall , BYD and Chery have all played a leading role in China’s own brand market and have played an important role for many years.
Nanjing Fiat Siena
Compared with the emergence of private car companies, the traditional state-owned auto factories are still seeking opportunities for joint ventures with foreign brands during this period, and the rise of the Chinese auto market has also attracted a large amount of foreign investment, Guangzhou Automobile Honda, Dongfeng Honda, FAW Toyota, GAC Toyota's all-powerful brands were born in this era. However, even in the golden age of the joint venture's development, some brands including Nanjing Fiat and Beiqi Mitsubishi were still in the doom when they were established for about ten years.
"Fighter in Mobile Phone" Bird and Changfeng Automobile Cooperate
In the 21st century, with the rapid development of China's science and technology industry, some other enterprises that have rapidly completed capital accumulation have also begun to set foot in the automobile manufacturing industry, such as building air-conditioned Oaks, producing a waveguide for mobile phones, and even today the independent brand boss Geely is also transforming. From the beginning, these can be seen as new forces in the current year. However, as of today, apart from Geely, the new forces that cross over borders are basically only historical passengers.
The fourth wave of brands - since 2010
In this era of cross-border construction, construction of cars, and even PPT construction, the cycle for the elimination of a brand has been shortened indefinitely, and the attitude of auto enterprises for “how to live†has changed from “not considering†to “having always been alive†to “ It's good to live."
Beijing Auto Show Baiteng Auto Booth
Over the past decade, the rapid development of the Chinese auto market has made capital in various fields ready to make it, and they all want to become the next member of this unsaturated market. They can find that there is still one hundred fellow Chinese people around them. Some are rich, some are people, some have technology, and their own advantages vanish. According to incomplete statistics, there are now hundreds of new brands known as carmakers, and there are no less than three or forty cars with “heads and faceâ€. Not only that, but those “old cannon†car companies have also started to take the trumpet with them. Continue to expand its sphere of influence. In the end, among the hundreds of brands, there will be first batch of people who are scared to death, another group will be killed, and the rest will not necessarily be the best. Only those who want to survive.
Faraday Car
How many years can these brands live? Looking at the past three brand tides, the Shanghai brand ceased production 28 years after its establishment. The Fuqi automobile industry has been in existence for 33 years, and the Yangtze River brand Jeep has ceased production in the 40th year. As for the subsequent Shenlong Beverly, Beijing Jeep, Guangzhou Peugeot and Tianjin Daifa. Even though they have survived for more than a decade, they have been very few for 20 years. In the third wave of brand names, ten years became a hurdle for joint venture brands, and Bird and Oaks cross-border car makers were not even able to maintain their momentum after a year or two. How much time does the auto market give a new brand? From thirty to forty to ten to ten years or less, this time limit is rapidly shortening with the rapid increase of car brands and the increasingly fierce competition in the auto market, leaving the time for these new forces of automakers. Only three years or even shorter.
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