At the first high-level forum on China's auto brand management strategy held on August 7, Huang Yonghe, director of Automotive Industry Industrial Policy Research Office of China Automotive Technology and Research Center, disclosed to the CIEN reporter that the new "car" as one of the new automobile industry policy implementation details The brand management measures will be introduced soon. Brand Monopoly is a trend New automobile industry policy stipulates: “Since 2005, automakers are required to achieve brand sales and service for their own production passenger vehicles; since 2006, all self-produced automobiles have to achieve brand sales and service, and auto manufacturers. For dealers that are not authorized by the brand, they must not provide products.” In fact, it has been clarified that the Chinese auto marketing model will follow the road of brand monopoly. The monopoly of brands means that dealers can only engage in the franchise of a certain brand in a certain area after they have obtained a sales license from a certain manufacturer. The popular 4S shop monopoly form is the representative form of brand monopoly. Those dealers who are qualified for car sales but have not been directly authorized by the manufacturer can only serve as second- and third-tier agents who have already obtained a licensed dealer. In this case, once the new automobile brand management measures are introduced, a large number of dealers will encounter embarrassment because they have not obtained the factory's permission. Take Shanghai Volkswagen as an example. At present, it has more than 1,000 car dealerships in the country, but only 200 authorized by the manufacturers. The other 800 will face the danger of being “sweeping out” due to new measures. Huang Yonghe pointed out that the new automobile brand management approach will provide specific policy basis for maintaining the auto brand image and will be conducive to the healthy development of Chinese auto brands. However, there are also people in the industry who believe that the new approach may not "take care" of the dealer's interests, and "have suspicions of 'cleaning' dealers." In this regard, Huang Yonghe believes that car dealers can take flexible measures in specific sales, such as the current popular "4S" specialty stores, in fact, dealers can choose their own "S", can be "3S", "2S" may also be "4S+1S" or "4S+2S." Some automobile dealers have said that the introduction of new automobile brand management methods will inevitably lead to changes in the automobile dealership model. “In the past we have been working on multiple brands in order to reduce the market risk of a single brand operation. After the introduction of the new method, we must concentrate our strengths on doing a good job of a certain brand.” A dealer who has been engaged in automotive chain operations for many years Tell CIEN reporter. Under such circumstances, the sales rights of some auto brands with relatively high profits will become the target of competition by some dealers. At the same time, these manufacturers will naturally increase the price of their own brand sales rights. A new round of games between distributors and manufacturers will also be staged. "And the final outcome of the game can only be the diversification of marketing models." Industry insiders predict. Branches and joint ventures are the focus Huang Yonghe also told CIEN that in the new “Automobile Brand Management Approach”, it will be a matter of focus whether imported automotive products and domestic companies’ automotive products are joint ventures or sub-camps. The disputes over the divisional and joint ventures have not reached a conclusion until now, which is a concentrated reflection of the interests of all parties in the automotive sales field. Take the newly established FAW Toyota Motor Sales Co., Ltd. for example, the products it sells include not only the Vios produced by Tianjin FAW Toyota, the special tax of Tianjin FAW Huali, the land cruiser produced by Changchun FAW Fengyue, but also the production of Sichuan FAW Toyota. Coster, overbearing and other models. The general manager of the company, Guyo Jun, said that the company plans to distribute all Toyota-branded cars in the future. FAW Group has always wanted to set up a "first car" comprehensive sales network, but so far failed to do so. The subtle relationship between FAW and Toyota in car sales, and the dispute over whether a imported car is a division or a joint venture in car brand management is actually a matter of a nature. "It is plainly that the Chinese and foreign interests are competing for the interests of each other." Analysts pointed out. . An insider of FAW told the CIEN reporter bluntly: “If you know that you have the right to sell automobiles, then the right to speak in the entire joint venture will be completely different.” “In division, at least we can have complete ownership of the self-owned brands. The right to speak. Moreover, the relationship is relatively simple and easy to operate." The source said that it is out of such considerations that FAW-Volkswagen and Audi are two sales systems. So, do domestic brands and imported cars adopt split or joint ventures? In this regard, Huang Yonghe said: "It is not easy to say." Huang Yonghe told CIEN reporter that the current concentration of the Chinese auto industry is low, corporate strength is weak and most of them have a joint venture background, and there are many forms of sales methods. If H shares are sold, foreign automobile companies can easily use the domestic automobile brand marketing networks and channels to quickly occupy the Chinese market, and domestic companies' local advantages will be quickly lost. "Based on this reality, the state may consider more divisions, which is conducive to the stable development of China's auto industry. However, some rules of the WTO, such as the principle of national treatment, may become obstacles to the division." Huang Yonghe predicts, “In this case, it is possible that neither the division nor the joint venture is stipulated, but rather the manufacturer and the distributor decide on their own terms.” CIEN reporter Lin Xin Beijing reports

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