| Influenced by the global economic trend in recent years,China's economy has gradually shifted from a stage of rapid growth to a stage of high-quality development,and the growth rate of the automobile market has also shifted from a medium-high speed to a stable and high-quality growth.From 2001 to 2010,the annual average growth rate of the overall scale of China's automobile industry was 24.1%,which was the "golden decade" with the fastest growth in China's automobile industry.More than 80% of consumers bought cars for the first time.From 2011 to 2018,the average annual growth rate of the overall scale of China's automobile industry is only 4%.Consumers have higher and higher requirements on the performance,versatility and comfort of automobile products.The distribution of car buyers is also more diversified.According to the current trend,in the next 5-10 years,the annual average net growth rate of the automobile industry is likely to remain at a low level.Considering the rapid development of other modes of transportation(such as light rail,subway,etc.),the net increase may even be negative.A remarkable feature of the automobile market in today's era is that incremental competition is gradually transforming into stock competition led by new products,new technologies and new experiences,and consumers are more pursuing intelligent network connection,performance experience and human-vehicle interaction.Driven by changes in consumer demand caused by macroeconomic changes,the automobile industry is also gradually transforming from labor-intensive industries to technology-intensive industries.Innovative production technologies and innovative automobile products have become the lifeblood of competition for major automobile manufacturers.For example,more and more traditional vehicle manufacturers regard gas-electric hybrid vehicle products and pure electric vehicle products as the mainstay of automobile products.And emerging Internet company also big push into automobile manufacturing field,such as a well-known Internet companies such as alibaba joint investment wei to car companies,these companies through mergers and acquisitions or strategic cooperation way so as to obtain the qualifications of the automobile manufacturing,they use their own has the advantage of modern network technology,give the car more additional new features,the transport intentions in the innovation of the high-tech automotive products have a foothold,and thus on the car this huge market share.In addition to the impact of the market itself,policies and regulations also have a vital role in the direction of the automobile industry.Small cars 50% tax reduction,new energy vehicles more than 60% of the national subsidy policy,the traditional models in major cities and regions restrictions,1.8 L displacement of official cars and 180000 purchase price limit policy,etc.,all policies and regulations of the driving to the car industry more efficient and more innovative products layout towards diversification.At this time,the importance of innovative products is particularly prominent.If an enterprise can win the battle on new energy and new functions,it will have unparalleled vitality and competitiveness in the face of the overall competition in China's automobile market.In the context of the overall development of the above automobile industry,hongqi brand,as the earliest independent automobile brand in China,has won the honor of various national leaders in the early stage.If we want to become stronger and bigger in the increasingly severe competition situation of the automobile industry,we must adapt to the changes of the market.Red flag brand positioning is developed into China's leading independent luxury car brand,in this must,under the constraint of the red flag brand is the core of the user groups are natural aimed at the wealthy,town middle and young upstart have high consumption ability of the population,and this group for cars are more diverse,they compared to the low consumption ability,go pay attention to quality than price,at the same time,they also pay more attention to in order to feel,experience and consumption,such as more science and technology feeling,sense of luxury,comfort,performance,experience and so on.So,in this background,the red flag brand product development strategy,if pay more attention to the innovation of intelligent snatched,energy saving and new energy innovation,innovation in the field of human nature,and then take today's car market share of red flag brand,will be great to spleen,will create a huge business opportunities of the auto industry of new era.The hongqi brand was born in 1958,one of the first independent automobile brands in the process of the development of the independent automobile industry in new China.With the continuous development of the historical process of new China,the red flag brand had become the pronoun of the autonomous vehicle technology leading domestic,the chief car above be prescribed to vice minister and the foreign affairs limousines,sit red-flag car with "see chairman MAO","diaoyutai",be regarded as the highest honour the Chinese government to give foreign visitors.With the development of China's economy,the single "national car" product positioning has been unable to adapt to the rapidly changing policy situation and market situation,red flag brand also need to join the heated competition in the automobile market,red flag inherited the high-end luxury car brand product positioning,and the lack of market-oriented innovative products.The red flag brand market share of less than 3%,less than 5% profit margin,if you want to reverse the passive situation of development,the red flag brand urgently needed from a single to multiple wire products,products from the transition of the traditional fuel power to the motor drive,from artificial to intelligent driving,driving from manipulation of the car to the transition of the interaction.In addition to vehicle manufacturing itself innovative products,the new market competition environment also puts forward new requirements for vehicle manufacturers in the innovation of ancillary services.For example,the creation of brand new user communication community,the establishment of automobile derivative finance and automobile maintenance ecosystem,etc.This is also corresponding to the above mentioned intelligent network,energy saving and new energy,the field of humanization innovation in three aspects.For example,the creation of brand new user communication community,the establishment of automobile derivative finance and automobile maintenance ecosystem,etc.This is also corresponding to the above mentioned intelligent network,energy saving and new energy,the field of humanization innovation in three aspects.Plan the above three aspects of innovative product research and development strategy,is to solve the red flag brand positioning for the crowd to grasp the problem,with a strong product to have a strong competitiveness,will be in the ups and downs of the market changes unique,take the lead. |
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