Automobile companies to promote the migration of the group's west-related industrial chain

An economic data has enabled many domestic auto companies to re-examine the important position of the western automobile market, and it has also become the source of collectively planning for the “westward strategy”.

Statistics show that in the first half of this year, Chengdu achieved a gross regional product (GDP) of 310.76 billion yuan, an increase of 15.1% year-on-year; Chengdu urban residents' per capita disposable income of 12,357 yuan, an increase of 15.3%; farmers' per capita cash income of 6,220 yuan, an increase of 20.1 %, the growth rate increased by 1.4 and 7.3 percentage points over the same period of last year.

Judging from the development history of the international automobile market, the average annual GDP per capita of US$5,000 is the tipping point for small cars entering the family and accelerating their development. In recent years, the accuracy of Chengdu, which is known as the third pole of the Chinese automobile market, reflects the correctness of this law.

In 2010, Chengdu's GDP exceeded 500 billion yuan, which is a leading position in the midwest cities. With the large-scale transfer industries gradually forming production capacity in recent years, Chengdu’s GDP has increased substantially.

Chengdu is just a microcosm of the Southwest. In the face of a vast western market, the "Westward Movement" has become a concerted action of many auto companies, and many companies attached to this auto industry chain are also accelerating westward migration.

In 2011, when the sales of cars in Western cities slowed down, the auto companies that were still growing at a faster rate than the industry were all leveraging on the rapid growth of the western market.

Prior to this, Dongfeng Nissan announced plans to enter the western region. President Zhongcun Gongtai expressed his optimism for the western market's demand. He said that by 2015, the western market will help Dongfeng Nissan to increase its sales volume by approximately 1 million vehicles to 2.3 million vehicles.

In the first half of 2011, Dongfeng Nissan recorded an increase of more than 28% in the southwestern region, and its market share reached 5.2%. Among them, Tianyi, Qijun and Qico all had a leading position in similar sales. Ren Yong, deputy general manager of Dongfeng Nissan, also said in Chongqing recently that it is necessary to make the Southwest market a model market in the country.

Dongfeng Yueda Kia, which entered the western market earlier, is one of them. Dongfeng Yueda Kia Sales Minister Jiang Yubin said that Dongfeng Yueda KIA began to tap the third and fourth tier markets earlier. From the perspective of market share, it also benefits from sales in the third and fourth-tier markets.

For Shanghai GM, which has been leading the Chinese auto market, the western market is also indispensable. Cai Bin, deputy general manager of Shanghai GM, stated that Shanghai GM places special emphasis on the western market. According to Cai Bin, in the Sichuan market, Buick "Shuangjun" ranked first in the mid-to-high-end model market share; GM other models in the market share of small and medium models was 13%, ranking second.

“There are a large number of people who have car purchase conditions who have not made initial purchases, especially in the second and third tier cities in the southwestern region. This demand is still very common,” Cai Bin said.

In this regard, Jiang Jun, deputy general manager of SAIC passenger vehicles also agree with the point of view. He believes that the western market has developed very rapidly in the past two years. In the first half of 2011, the overall growth rate reached 11.5%, which is higher than the domestic average. At the same time, the proportion of independent brands in the western market is also high.

"Shanghai Automotive has done a good job in Sichuan and Yunnan. Sichuan consumers are very easy to accept new brands. Roewe's market share is above average, and MG brand sales in Sichuan account for 30% of national sales." Jiang Jun It is stated that after limited development in first-tier cities such as Shanghai and Beijing, the second and third tier cities have ushered in a good opportunity for development. At present, the western market is developing at a rate 1 percentage point higher than the national average, and the overall market share is also higher than the average. .

“Sichuan consumers are more likely to accept new brands, and the western market is also a key area for our next development.” Jiang Jun said frankly.

According to the reporter's understanding, the competition for independent brands in the western market is also fierce. Yang Xueliang, director of public relations at Geely Group, said that the sales in the third and fourth tier cities, which mainly consist of the western market, accounted for over 60% of Geely's total sales.

Another salesman of self-owned brand car dealer Bei Da told reporters: “From the perspective of western cities, the size of cities is relatively small, and the market for car consumption that can be exploited by municipal cities is still limited. At present, the major battlefields are still in major economic cities.”

Coincidentally. Chengdu’s neighbor, Chongqing, has also seen rapid development in the layout of the automobile industry. Zhou Jin, secretary-general of the Chongqing Automotive Industry Association, told reporters that Chongqing, including the suburbs of the suburbs, has distributed more than 300 car dealerships, of which more than 30 4S stores have already been owned by large dealer groups. From a sales perspective, Chongqing's car sales are soaring at a rate of 20% per year, which is higher than the national average.

The huge potential market for automobiles in the west of the industrial chain has attracted car companies to take Chengdu and Chongqing as the center and to conduct industrial layout in a radial manner. Based on the expectation of the rapid growth of the western auto market, auto companies will increase their local production, along with the advantages of energy and labor costs in the western region, and the west of the auto industry chain will have a clear momentum. It is understood that the Longquanyi Economic Development Zone currently located in the eastern part of Chengdu has gathered FAW-Volkswagen, FAW-Toyota, Geely Automobile, FAW-dedicated vehicles, Sichuan Automobile Group, and Universiade Automobile and other automobile auto parts factories and parts factories. The industrial chain has begun to take shape. scale.

On July 15 this year, Nikai, president and CEO of Volkswagen Group (China), clearly demonstrated to the media the media's strategy for the west: FAW-Volkswagen dominates the Southwest market, and Shanghai Volkswagen wants to open the Northwest market. This is the first time that a multinational automobile company has put forward a western development strategy in China.

In response, Dai Shilin, vice president of production and logistics at VW (China), confirmed that according to VW's five-year development plan in China, VWC will accelerate its efforts in Western China, as its production bases in the eastern coastal regions have already matured. Development pace.

Volkswagen, which has always been good at formulating precise strategies, has pointed the new strategy at the western end. This has caused many auto companies to step up research on countermeasures.

At the beginning of July, Lanzhou City and Xinfengtai (Hong Kong) Co., Ltd. invested 100 million yuan to build a Porsche 4S Anning shop project, etc., with a group of auto consumption, modern logistics, and automobiles. Accessories production and other related items.

At the same time, Shaanxi Henry Investment Management Co., Ltd. cooperated with Benma Group, invested 2 billion yuan in the construction of a new automobile park, and cooperated with Dongkang Power Technology Co., Ltd. to invest 1 billion yuan in the construction of a new automobile auto parts logistics city.

On August 26th, the German Bosch Automotive Chassis Control System project settled in Chengdu Economic Development Zone, signifying that another well-known auto parts manufacturer officially entered the western market. Previously, Hankook Tire's third plant was laid in Chongqing.

Make up for short service soldiers and horses before moving, feed first. This is a constant military common sense.

However, for the western automobile market, the equivalent of "grass and grass" after-sales service is still relatively weak. Industry analyst Jia Xinguang said that there are many differences and levels across the western market, but the most important thing for car companies to achieve good development in the western market is to strengthen after-sales service.

“I once encountered the car after the anchorage of Jiuzhaigou, had to open to repair 800 kilometers away from Chengdu. This is enough to explain the weakness of the western market after-sales service.” Jia Xinguang said.

In order to be able to deeply root in the gold market in the west, many automobile companies are accelerating the distribution of sales network and after-sales service. Last year, BMW set up a large district in Chengdu for the first time. For luxury car dealers, this is the first case. In June of this year, BMW Motors also stated that it will build a new parts distribution center in Chengdu-Chongqing area to upgrade its service level in the western China market.

Prior to this, BMW had large parts distribution centers in Beijing, Shanghai, and Foshan. The newly-built BMW Parts Distribution Center in Chengyu District enabled BMW dealers in the west to complete the procurement of parts and components within 7 working days. The number of BMW dealers in the western region has reached 25.

Compared with luxury car dealers, the strategic layout of self-owned brand car companies is equally rapid. Geely Public Relations Director Yang Xueliang told reporters that the western city of Chengdu and Chongqing has a well-developed dealer system. Increasing investment in factories, establishing logistics centers, researching and developing automotive products adapted to the western region, improving after-sales services and dealer training are all plans for Geely to occupy the western market.

In May this year, Geely Automobile Southwest Technical Service Center officially opened in Chengdu, which is the largest automobile service center in China. “Paying attention to improving product quality and after-sales service is the most important for Geely to take the initiative in the western market,” said Yang Xueliang.

In addition, Zhongshi, an analyst in the automotive industry, also introduced that taking the initiative is an important measure for car companies to occupy the western market. He said that the western market is still in a period of cultivation. Many manufacturers have turned from passive to active, which is the most important change in the Western market in recent years. In order to better adapt to the western market, manufacturers should take the initiative to change and adjust their distribution network and marketing model to suit local conditions.

The rapid rise of the western automobile market has also been supported by the local automobile industry policy. According to the "Chengdu Automobile Industry Development Plan" issued before this, by 2012, the development of Chengdu's automobile industry will take the vehicle as the leader, the parts and components industry chain as the main line, and the economic development zone as the core concentration area, striving to achieve the main business. With an income of RMB 125.6 billion, it can produce an annual production capacity of 610,000 vehicles.

It can be foreseen that under this industry development model led by automobile and component parts manufacturing, it will be an inestimable rapid rise of related industries.