·In the first seven months, auto exports fell by 9%. Independent auto companies increased their overseas investment.

With the continued sluggish sales performance of self-owned brand cars in the domestic market, many car companies began to look overseas.

On September 6th, at the China Automotive Industry Development (TEDA) Forum held in Tianjin, Liu Weidong, deputy general manager of Dongfeng Motor, publicly expressed his hope that “accelerating the development of overseas markets will drive the progress of independent brands”.

Not only Dongfeng, but also independent brands such as Chery, Changan and Lifan have also increased their overseas markets. In the case of sluggish sales in China, autonomous car companies hope to consolidate sales through expansion of overseas markets and be able to counter the development of their brands in China.

But the ideal is full, and the reality is very skinny. According to the statistics of the China Automobile Association, the cumulative export of domestic automobiles in the first seven months was 516,600, a year-on-year decrease of 9%. Among them, passenger cars exported 203,300 units, down 12.3% year-on-year.

Autonomous car companies accelerate overseas layout

According to Liu Weidong, according to Dongfeng Motor's “DH310” mid-term business plan for overseas markets, it strives to reach 300,000 overseas exports in 2016, accounting for 10% of total sales.

According to the “D300” medium-term business plan proposed by Dongfeng Motor in 2012, the sales volume of self-owned brands reached 3 million in 2016.

However, from the sales volume from January to July this year, Dongfeng's own brand passenger car segment performed differently. Dongfeng Fengxing, Qichen and Dongfeng Xiaokang sales increased year-on-year, while Dongfeng Fengshen and Zhengzhou Nissan both sold different degrees. Sliding down. Therefore, in the context of the domestic market share of self-owned brand cars, the overseas business has been highly expected.

However, from the perspective of the overall environment, domestic vehicle exports are actually in a downward trend. According to the statistics of the China Automobile Association, the cumulative export of domestic automobiles from January to July this year was 516,600, a decrease of 9% over the same period of the previous year. Among them, passenger cars exported 203,300 units, down 12.3% from the same period of the previous year.

Even so, the enthusiasm of the whole vehicle companies for overseas markets has not diminished. Recently, Zhu Huarong, vice president of Changan Automobile, told the media that by 2020, the total investment plan for Changan Automobile's overseas projects will reach US$1 billion, and 15 new models will be launched to overseas markets.

As early as a few years ago, the average annual export scale of Changcheng, Geely, Chery and other car companies has reached or exceeded 100,000. However, due to changes in tax policies of major exporting countries such as Brazil and Russia, and the rise of trade protectionism, domestic The sales of car companies in overseas markets have fluctuated.

In order to solve the problem of automobile trade barriers, some joint venture car companies began to invest in the construction of factories in some overseas countries to avoid policy risks by seeking localized production.

According to media reports, Chery's first overseas factory has been completed and put into production in Brazil recently, and then signed a letter of intent for the purchase of 13,000 vehicles with the Ministry of Commerce of Venezuela.

In May this year, Great Wall Motor announced that it will invest 3.2 billion yuan to build a vehicle base with an annual output of 150,000 vehicles in Russia.

Independent car companies at home and abroad "confidence upside down"

Autonomous car companies have always regarded internationalization as their development goal. More importantly, compared with the domestic market, some independent auto companies have more confidence in overseas markets.

Shangfan, president of Lifan Motors, bluntly said: "For us, there may be more space for overseas markets."

According to industry insiders, the Chinese automakers in the world's largest auto market have experienced the phenomenon of upside down in the domestic and international markets, which is largely due to their influence on the domestic brand image.

In this regard, Xu Changming, director of the Information Resource Development Department of the National Information Center, said: “The population of developing countries accounts for 80% of the world, with more than 5 billion, especially in Eastern Europe, Asia, South America and even Africa. This market has great potential. ."

According to industry analysts, self-owned brand cars are very competitive in low- and middle-income countries. The craftsmanship and quality of many models of their own brands “have reached or exceeded the level of joint ventures.” The reason why domestic sales are difficult to increase is largely because "There are still many prejudices in the market." But in foreign markets, this prejudice rarely occurs. Zhang Xiaoyu, honorary chairman of the China Automotive Engineering Society, believes that the choice of foreign consumers for automobiles is based on product performance and configuration, and will not rely too much on brands, which is beneficial to the competition of independent brand products.

However, according to industry insiders, in addition to consumer habits, since the independent brand has been rooted in the low-end market, its image and reputation in the country has already taken shape. It is not easy to change this situation, but it has been practiced in the domestic competition. Mature products are being introduced overseas, and it is relatively feasible to re-establish the brand image in overseas markets.

In this regard, Shang You admits, “In terms of brand shaping, domestic consumers may prefer foreign brands, which requires everyone to gradually change their cognition in order to gradually change their consumption habits.”

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