Create "Dangdang" Independent Brands to Break Brands
Foreign auto parts brands often cleverly use the psychology of blind consumption of Chinese consumers. By virtue of their “foreign†and “international corporations,†they dress themselves up as the most professional auto parts brands. Consumer trust. At the same time, because of this kind of psychological respect, many customers will also be asked to import high-end accessories, because in their eyes, domestic accessories are only low-end products.
It can be said that the brand inferiority is one of the biggest disadvantages of China's local auto parts companies. In recent years, although China's auto parts manufacturing has greatly improved, but compared with the powerful companies in the world, we still have a big gap. Not even a few of our auto parts companies are proud and proud of our people. "Dangdang" brand. Therefore, auto parts companies must focus on the shaping and prominence of their own brand personality and create Chinese brands with independent characteristics. An automotive expert believes that the parts and components companies can only form their own development system and independent development capabilities, and form an independent development team, so that they can finally show their own "brand" and form a competitive edge that breaks through the international arena.
The auto parts industry is highly competitive, especially in the increasingly intensified economic globalization. Many auto parts giants have entered the Chinese market. Domestic auto parts companies are facing tremendous pressure. Domestic auto parts companies should regard the world-class standards and companies in the industry as their goal of catching up with the standard and develop to a higher level. It is necessary to train one or two strokes or more of the “unique skills†that others do not have, and to increase the competitiveness of the company’s products from its own competitiveness and create an absolute advantage. To rapidly expand their production capacity and scale, they will become stronger and bigger. We must create a world-class strong independent brand and create a “brand-name effect†of “high, special, and strongâ€. In recent years, China's auto parts companies have emerged a number of well-established brands in the market, such as universal bearings, etc. The scale of these companies is gradually expanding, their technological capabilities have gradually increased, and they have played their own in fierce competition. World, showing its own brand. For example, Hunan Jiangbin Machinery (Group) Co., Ltd., which specializes in the production and operation of high- and mid-range diesel engine pistons, gears, and oil pumps, has rapidly adapted to the market in recent years and continuously improved the level of product technology development and product quality. The market competition is always in a dominant position, thus providing favorable conditions for enterprises to participate in domestic and foreign competition. "Jiangbin" brand piston has become a well-known brand in the industry, and has been continuously rated as the industry and provincial "brand-name products."
Innovate core technologies to achieve high-end breakthroughs
The high-end market for auto parts has always been a battleground. From the perspective of market profits, although high-end auto parts currently account for only 30% of the entire automotive parts market, the profits have greatly exceeded the total profit of low-end products. Although China’s auto parts industry has made breakthroughs in the high-end market, foreign auto parts manufacturers have occupied with their strong economic and technological strength, mature products and production management experience, and strategic alliances with multinational auto groups. The main high-end spare parts market in China controls high-tech and high-efficiency product areas. However, the domestic parts and components companies are intensified in the “low-end melee†and present a situation of “high-end fallâ€.
"China's auto parts industry's low-end melee" and "high-end fallout" are true portrayal of its low-end industrial chain. The current cause of this status quo in China's auto parts industry lies in the lack of core technologies of local companies. Out of your own unique skills. Many enterprises have low scientific and technological inputs, weak technical development personnel, backward technology, obsolete production equipment, and poor timeliness. The improvement of quality lags behind the increase in volume. We urgently need to strengthen technological innovation in enterprises. According to market demand, we must constantly research new technologies and new products, increase product technology content, and enhance market competitiveness. It is necessary to increase the intensity of knowledge production, use the independent intellectual property rights to continuously increase the gold content of products, and produce high-tech and high-value-added products. The improvement of enterprises’ technological innovation capabilities will not only help enhance the competitiveness of enterprises and enhance the benefits, but also help narrow the gap between the industry and foreign advanced levels, optimize the industrial structure, and ensure the sustainable, rapid, and healthy development of the industry. For example, Hunan Jiangbin Company, which is an auto parts company, adheres to independent innovation by taking the road of independent innovation. The company is autonomous.
Tap Service Potential to Achieve Marketing Breakthrough
The connotation and denotation of the service have undergone constant changes, and now it has been accompanied by the whole process of the product life cycle. With the fierce competition in product prices and the rapidly shrinking profit margins, service becomes the new profit-added space for enterprises in the future. Domestic auto parts companies in the "wolf is coming" today, not only to hold their own market, but also to highlight the encirclement, to seize more market opportunities. Our auto parts companies cannot wait for multinational companies to come to us to purchase. We may not be able to support large foreign OEMs, but we can be like a “snowball†and become a supplier to their Tier 1 suppliers as part suppliers to their repair market, and gradually roll the “snowball†. This requires us to further tap service potential, "going out" sales, and achieve breakthroughs in marketing.
According to the experience of the development of foreign auto parts industry, after the customer's demand enters the diversification stage, the production company must change from "production-centered" to "service-centered" and have comprehensive capabilities (products + services). Industrial transfer. Actively understand the various requirements put forward by customers, and penetrate the service into every corner of customers and markets. "Customer-centered" instead of "product-centric" business concept is the inevitable outcome of the market economy. The customer is the market. We all know this principle, but the idea of ​​truly guiding customers and their needs has yet to be improved and strengthened, because the service that stays in ideology and ideology is passive. Enterprises must always understand that it is not that we lead the market but that the market is leading us. Only when we really move from a state of consciousness to thinking, then from the thinking of thinking to behavioral service of action, is it suitable for adapting to the market and consumers? The service can be achieved with the customer as the center. Of course, the bigger the "center" is, the bigger your market is, and your competitive strength will be stronger and stronger.