129750133906875000_32011 China’s automobile exports reached the highest level in history, with vehicle exports amounting to 849,500 units, an increase of 50.03%. The export value reached $10.951 billion, up by 56.74%. Both the quantity and value of exports exceeded those of 2008, hitting a historical high. Among all categories, passenger cars saw the fastest growth, exporting a total of 372,100 units, doubling the previous year's exports, which ranked first. Nevertheless, there remains a huge gap between China’s automotive product exports and world-class levels. Data shows that in 2011, Germany's auto exports accounted for 75% of its total sales, Japan's 65%, and South Korea's 50%, while China, as the world's largest automobile producer and seller, only accounted for 4%. In today’s global market, Chinese brands are weak in all aspects, their export operations still being in the "testing" phase. In the current economic recession, this has become a thorn that needs to be quickly and decisively removed. Maerqiaonei ignited the situation, the BBC criticized, and together they attacked the brand's exports. Fiat Group Chairman Tom Malchow initiated a boycott of branded cars in China, stating: even assuming 10% used for export production in China, it still poses significant risks in the local market. According to the proportion of multinational car exports, 10% is merely a very small target; Chinese cars' overseas exports will inevitably break through this ceiling sooner or later. Maerqiaonei's representative also revealed some of his own weaknesses, wanting to block others' way forward despite being weak himself. As early as before Maerqiaonei proposed the "China threat theory," Fiat and Chrysler in China were experiencing a rare "freeze." In the first half of 2011, the domestic sales volume of these two companies was less than 15,000 units, which was an extremely embarrassing performance for Tom Malchow. In August 2011, Brazil's mainstream automotive media awarded the CARRO Brazil entry-level models on the market, where Chery QQ ranked first, and Fiat ranked second. This market report card did not come to the company, excluding others naturally pouring in; the issue is that the "Chinese steam threat" is very much involved, and these words called fairness and impartiality are not traditionally keywords in market competition. Coincidentally, Maerqiaonei took the occasion of China's own-brand cars exports, in the field of automobile manufacturing industry having militarily defeated the United Kingdom, it is no cowardly pretense to ridicule, but also to "shabu shabu" China's own brand. The UK's BBC Top Gear program produced one episode about China, featuring pranks involving a self-owned brand automobile in China. In the program, China's self-owned brand automobile was dubbed with torts, patchwork, and more derogatory words. Such practices, if not aimed at genuinely correcting something positive for the growth of China's own-brand cars, would instead attack and fight.
In the base of automobile manufacturing, there is an old man who has sold senility, for a toddler and later, without losing a block. Several major motivations for self-owned brand automobiles taking the path of export according to the normal route of TNCs expanding abroad are when they fully hatch on the market, then mature and expand into overseas markets. However, China's self-owned brand automobiles take the opposite path. Given the domestic brand product and brand power of automakers, why explore overseas markets when they can't even hold their own domestically? In fact, there are several reasons: first, using the international market to quickly enhance the brand. According to the general pace of development, independent brand enterprises find it difficult to enhance their brand domestically, resulting in blocked promotions and no premium. Thus, they go to overseas markets and collect a "diploma" from international auto shows, gaining approval given in days gone by, embarking on a rapid promotion road to become common ideas and practices among independent brand enterprises. Second, already established in the domestic market, especially at the low end, they can align closer to developing countries or open up third-world markets, occupying the lower end of overseas markets. Pioneering enterprises such as Chery, JAC, Thai public enterprises, ZTE, Lifan have done so. Third, early military training in overseas markets broadens horizons and experiences the team, which must benefit future overseas expansion. Almost all independent brand enterprises attempt this; China has become an automotive power, otherwise, there is no way out.
Visionary independent brand enterprises, while striving to open up domestic markets, had to come up with such a move earlier. Fourth, squeezed more in the domestic market than on the international market: special competition and joint ventures treat domestic companies worse, forcing independent brand enterprises to go outside. Last October, during an interview with Yin Mingshan, CEO of Lifan in 15 provinces about "steam on the wheels of Chinese," we asked cautiously about the age of Conan gold, like Lifan brand vehicles having no advantage in the domestic market, and whether there would be any advantage in exports? Since the domestic market is also a "stone" enterprise, can you survive on the international market? Yin surprisingly said that overseas markets are not as sinister; first, overseas markets are fair, as long as your product and business are solid, you will receive fair treatment unavailable domestically. We interviewed Huatai, JAC, ZTE, Chery, OWL Dragon enterprises, and they shared similar views. Efforts to develop overseas markets, speeding up the hatching process, today’s most powerful local market large multinational companies, who didn’t start domestically? And which one doesn't rely on the domestic market for ascent? The domestic market, without exception, is the birthplace and incubator of major multinational automotive companies. Our independent brand enterprises, if not fully developed and grown domestically, rushing into overseas markets may lead to one or two countries now rejecting them, three-country protectionism strangling them anytime, four States in case of war or unrest screwing up their investments wiped out. The independent brand enterprises of China, especially passenger car brand companies, practicing overseas markets as soon as possible and contacting-impacting positively in the international market is a good attitude, but wanting to "steal" in overseas markets is not a broad road. Our biggest problem now is whether we want our own automobile industry in China, which is a matter of national policy! The United States’ three leaders, left the hand of the Government was the overlord worldwide, in today’s fierce market competition also said it will collapse, the U.S. Government reflecting on giving up manufacturing error, the General is constantly feeding, constant blood transfusions, constantly hatching again. When Japanese household appliances attacked the U.S. market, they also scattered around putting our problems, if not the Japanese Government acting as "Commander of the combined fleet" for organization and coordination, enterprises alone could not dominate the world with Sony, Toshiba, Panasonic? How to support and grow our brands in the market at home led by the Government, orderly conducted overseas market development is the way of brand, Chinese competition is a very frightening thing, this alone cannot solve enterprise mutual accommodation. So representing the China National automotive industry independent brand enterprise of the future sea outreach solutions, one must rely on their own efforts, the second is to look at how the Government treats and supports the matter.
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