- Our reporter Xie Wennan
The reporter recently discovered that the sales of sons of Brilliance China and Chery Oriental were 25,600 vehicles and 7,307 vehicles, respectively, with Audi, Buick Regal, and Accord. The mid- to high-end car joint venture brands are basically the last two; in the mid-range cars, the sales of Xiaohongqi and Chery Fengyun (including Qiyun) are 26,907 vehicles and 52,856 vehicles respectively, which is basically the same as that of the joint venture brands; Ordinary car
Among them, Geely ranked second with 74,335. The sales volume of self-owned brands is inversely proportional to the high, middle and low grades of cars, that is, with the increase in the grade of cars, the sales volume has dropped steeply, and with the reduction in the grade of cars, the sales volume has increased sharply. In the mid- to high-end cars that account for the vast majority of profits, the cakes of their own brands are small.
These situations are in stark contrast to the increasingly high voices of establishing independent brands of Chinese automobiles. How to view independent brands has become a major strategic issue in the development of China's auto industry, which has aroused great concern. To this end, this reporter recently interviewed the deputy director and deputy researcher of the Research Department of the Industrial Economics Research Department of the State Council Development Research Center, Qian Pingfan, senior reporter of the Economic Daily, director of the Auto World Weekly Department, Cheng Yuan, and vice chairman of the China Development Strategy Research Association. Professor Guan Xie of the Chinese Academy of Management Sciences discussed the issues with them.
Is it from the low end of the industrial value chain, or go to the high-end to play reporters: What does the brand mean for auto companies?
Qian Pingfan: The brand is a manifestation of the company's overall strength, reflecting many aspects of product quality, technology, reputation and after-sales service. From the perspective of the industrial value chain, it is the most terminal, the most high-end, the most difficult and the most central thing in an industrial value chain, that is, if you don't even have a low-end piece in this chain However, it is a joke to go to the high-end competition. Such as pearl industry, the annual output value of 50 billion US dollars, only 400 million in mainland China, although we have 80% of the amount of primary products, but only 4% of the profits, because the brand is high-end by Hong Kong, Japan and Europe.
There is no problem in sourcing parts and components and assembling cars in the world, but we can't beat the brand. Because branding is the most difficult, especially for high-tech intensive modern automotive products, many of the core competitiveness factors behind the brand support we can not suddenly have, thousands of parts to implement modular production, is related to life Safety. If consumers are not confident about the brand of an auto company, they will never pay for it. Therefore, our automobile companies generally can only do primary processing and assembly, and branding is only the peak of a dream.
Guan Yiyi: The most important thing about strategy is - Who? what? How to do? Whose car you are selling to, no one buy what market? Each company has its own proprietary market and customer base that others don't have. If you can identify the customer's value orientation, it depends on your creativity and design. Therefore, I advocate the industrialization of information, that is, the combination of information and industrialization. The brand is the essence of things here. For automotive companies, branding is of crucial creative value.
Is it from the perspective of the auto industry or from the perspective of consumers? Reporter: Since the development of the Chinese auto industry for 50 years, the voice and effort to establish an independent brand have been a strong melody in this history and have yet to be formed. What is the reason for the new wave?
Qian Pingfan: This is mainly because the automobile industry was relatively weak in the past during the planned economy period, and the pride of self-owned brands was generated. Sitting on the "red flag", "liberation", and "eastern wind" has become a specific expression of political concepts or ethnographic ethos.
In 2003, it was the 50th anniversary of the development of China's automobile industry. The actual situation was closed doors in the first 30 years. There were so many brands of Hongqi, Shanghai, Dongfeng, Beijing and Jinggangshan. It was a sense of pride, but it was not much production, and people couldn’t sit on it. . The reason why China's auto industry has developed so rapidly in the last 20 years is that it is an important feature, status and background of our cooperation with multinational corporations and the dependence of multinational corporations. The world's largest automobile companies have distribution points in China. The Chinese auto industry depends on the development of multinational companies. This pattern has basically taken shape.
In the past, we stood on the development of the automobile industry. That is to emphasize the development of national industries and the protection of infant industries. Now we should think about the issue from another perspective. That is why we must develop the auto industry. It is to meet the growing needs of consumers while developing the automotive industry. In the past, we stood at the perspective of the automotive industry to develop the automotive industry. The automotive industry is the most important, but it ignores consumers.
From the consumer's point of view, what is needed is a good and cost-effective vehicle; from the perspective of the state, on the basis of satisfying the upgrading of the consumption structure of residents, the development of other industries is promoted, taxes and employment are increased, and the entire automobile Industry is a link in the chain. In the past, there was a great deal of support from the state for legal education, but it could not be done.
Engaging in self-owned brands is a complex in the hearts of the old generation of Chinese auto industry. Each time they meet, they talk about branding. An old car of FAW said that they used a joint development approach with the public to engage in brands, such as Jetta modification, an extension of 10 centimeters, the Audi A6 rear row widened, more shape, in line with China's situation, the market is selling, said to be Developed.
We joked that if you increase 10 centimeters, if you want to export, will the foreigner ask? We visited Russia and found that the original Russian Jetta was very pleasing. If we change a car model from a foreign country a little, we feel that it is our own brand. We have our own intellectual property in technology. What is the significance of this property right? There is no problem for a company to engage in a brand, but it should not be used as a reason to require state support and ask the state for money. We joked with SAIC's comrades that you have earned so much money. Why don’t you brand yourselves? He smiled and answered, the state supported it.
The strength of the self-owned brand SAIC is not to be pursued, and Chery and Geely cannot be allowed to do so because they have no foundation and capital, no one has a joint venture with them, and they rely on China's too much market demand. Copy, engage in a thing out, cut a piece of cake, after the cake is enlarged, the brand is sold out and joint venture with others.
Brands can not be sentimental, not what industry you are sure to be able to occupy, aircraft, aircraft carrier is very good, we can not think of, the car is still thinking about it, think that in the past knocked and played all out, and now why not? This is just an inference, but it may not be commercialized even if it is done.
Guan Yiyi: But I think that the "marriage" between Brilliance and BMW is better. The core issue is the reengineering of China Motors. That is, foreign brands have been forced into the market and many of our industries have been eaten. The automotive industry also has nothing of its own. At this time, how Chinese auto companies make their own brands.
According to management expert Du Lac, Western developed countries have started with technology, while Japan and emerging industrial countries have mainly depended on the rise of management. For example, South Korea’s Samsung and others are mostly doing OEM (OEM production), so the biggest problem facing all walks of life in China. How to make your own brand. The cooperation between Brilliance and BMW is not a passive OEM. The Chinese car and BMW are collaborating in the painting process, testing line, and test runway, and are co-produced by the factory. This has enabled the development of the independent brand of China Saloon to learn from and learn new technologies and processes.
Engaging in independent brands is a matter of the state, or a reporter of a business: It seems that there is still a certain amount of support for the establishment of auto brands in theory and practice.
Qian Pingfan: We believe that engaging in branding is an enterprise's own business. It is a decision made by the company based on the needs of development. It does not necessarily rise to the height of the country. Second, it depends on what brand consumers like, rather than pushing the brand from the perspective of developing the auto industry. This is most evident in the home appliance industry. Now we do not have to buy foreign brands, Haier, Kelon and other domestic brands are also very good, because the overall strength of the domestic appliance industry has reached a considerable international level. The key here is to see what stage of development your industry is in. If there is a big gap between technology, quality and service and the world advanced level, consumers are naturally willing to accept foreign brands.
The automotive industry in China is now the first to satisfy the domestic market. It is difficult to export vehicles. The overall strength is not comparable with that of multinational companies. How can an independent brand be able to do so? It is no problem to want to engage in a brand. First, this is a matter of business. Do not mention the height of the country. Second, at this stage, you can not do it. Now it is the consumption of private cars. It is spent on the hard-earned money of consumers. It will surely be careful. If you develop national brands and use ethnic sentiments as a marketing tool, then it is too fake and consumers will not be fooled.
In short, there are four questions to ask for independent brands - whether or not? Who will do it? Can you engage? How to engage? Now the car is a modular production, parts are ready-made, it is not difficult to assemble, the cost is almost the same, the price of the car depends on what kind of brand you are, it is the embodiment of the comprehensive strength of quality, technology, services, etc. , is the highest level of product competition, is very important to the company, important for the country is not important? Not necessarily.
To a certain extent, the rapid development of the Chinese auto industry is brought about by the foreign brands that are produced through joint ventures and cooperation with multinational companies. The related industries have been brought up, bringing advanced technology and management experience, and increasing taxes and employment. Drive the growth of the national economy in 2003 by 8.5%, playing a role that we had never had in the past to engage in closed-door brand development.
From this point of view, the car does not have its own brand, what is the national loss? The biggest loss in the country is that the automobile industry has not developed. Consumers do not have cars, and other industries have not driven it. Therefore, we say that autos do not engage in independent brands is not a matter of the country, does not directly affect the country's development; the auto industry is not engaged in independent branding, and it is not even an industrial matter. For consumers, whoever cares about who owns the brand, whoever buys the car, I buy it.
The basic opinion of our Industrial Economics Research Department is this: Engaging in independent brands is a corporate behavior, and the relationship with the country is not great. Do not get anything up to national industry and rise to the height of the country. It can be said that in fact, some vested interests hope to obtain the support of the country by shouting the slogan of self-owned brands, and they themselves cannot.
Guan Yiyi: It is two different things to bring into play the driving function of the auto industry and creating a brand. If the development of the automobile industry is to drive related industries or increase employment, then the company becomes a welfare factory. One of the goals of reform and development is that some companies produce public goods and take on social security functions. Part of it is creating brands.
Reporter: Is it expected that the new automobile industry policy that may be introduced this year should make some provisions for companies to establish their own brands? Or do you have some guidance and encouragement for exploring new ways to develop your own brand?
Qian Pingfan: I think it is best not to ignore it for the present Chinese auto industry and let it develop itself. In recent years, the automobile industry has developed so fast. One important reason for this is that its relevant competent departments have adjusted and changed several times. The automobile industry does not have so many “mother-in-law†controls, and it depends more on the market for development. The people also receive benefits. Automobile is a competitive industry. The government does not need to do anything in this industry. The so-called auto industry policy is that some departments want to manage this matter and to have the right to review and approval.
Who can now China's auto companies throw Haier’s foreign brands like Haier into the brand? No one dared. This is not a question of ethnography. It is a question of comprehensive strength. Household appliances and automobiles are incomparable. If there is any enterprise that has its own brand, we support it in terms of attitude. However, the government’s material support is not, because the country’s support for money does not conform to the principle of national treatment, and it is even less consistent with the market laws of the competitive industry.
Can we engage in independent development and independent brands? Who will do it and how?
Reporter: From the perspective of market conditions and sales data, more and more foreign companies have “surrended†and their own brands have been under pressure.
Qian Pingfan: The automobile is a very obvious industry in globalization, and the competition is extremely fierce. In the end, the rest of the world’s auto enterprise groups are only “6+3†(ie, the six major automobile groups headed by General Motors, Ford, Dick, Volkswagen, Renault, and Toyota. And signs Citroen, Honda, BMW three independent automobile manufacturers).
Nowadays, the demand for automobile production costs has been continuously reduced, and performance development is getting better and better. The development of a new car in the world requires many billions of dollars in investment. And we listed more than 50 new cars last year. Most of them were actually transformed on the original platform. If the taillights change, the doors change, or a trunk is added, even if a new model is released. Developing a new car is not the case. It requires a new platform. This requires a market size of 4 million to be able to support it before it can earn money. Last year, the output of the country's 4.4 million vehicles was enough for others to support a development platform. In addition, it was actually produced by more than 110 vehicle manufacturers. Only 30 manufacturers can produce a development platform.
In this situation, it is very, very difficult to get out of your own path and come up with your own platform. The next step for China’s auto industry to develop significantly is to rely on multinational auto groups, and it is impossible to make it on their own. Taking several small car companies engaged in self-owned brands, it was difficult and Brilliance China produced a certain amount, but it failed to sell, the production line stopped, and Chery and Geely copied the western copy, which was not in the true sense. Self development.
There is too much room for profit in the Chinese auto market. The cost of copying and copying in the East is low. The people only seek to have a car, but it does not have to be as good as it looks. Although the inside is rough, the price is also cheap.
Now that the profits of China's auto industry are between 15% and 20%, and internationally it is 3%. The future competition is becoming more and more fierce. The profit space is getting smaller and smaller. The survival of small enterprises is getting more and more difficult. How do you engage in independent brands and development? Therefore, I always think that it is very difficult to engage in independent brands. In the future, we must engage in independent brands in joint ventures and joint stock companies. The next step in China's auto industry is to vigorously develop joint-stock companies and private enterprises. After diluting shares, companies can't tell who they are. It's everyone who comes up with the brand, and it's impossible to use a state-owned company to come up with its own brand.
Cheng Yuan: Since 2003, the Chinese auto market has launched unprecedented new models, and basically all new models on the international market, some are tailor-made for the Chinese market, and some are also “sold to the market†with developed countries. Even Chinese names are not used, and they are spelled directly in English letters.
After China's accession to the WTO, the country has cancelled the rigid requirements for the production of domestic vehicles. The direct assembly of cars does not require large investment. It not only puts the market on the market, but also emphasizes the "original" system. The more easily it is recognized by the market, the higher the price can be, and the more money is made. Therefore, not only did Shanghai Volkswagen launch Santana, Passat B5, POLO, etc., but Shenlong also played down Beverly, renamed Picasso, Elysee and Saina.
"We closed the door behind the door" has caused us to lose opportunities for development. After the reform and opening up, we originally hoped to use the market for technology, and later come up. However, the joint venture will only increase manufacturing technology. One of the design and development is the lack of market size and the support of related industries. Second, due to the restrictions imposed by foreign joint ventures, good joint ventures are limited to general “adaptive redevelopmentâ€.
"The Son of the East" is Chery's meticulously crafted high-end sedan to enhance the image. Nearly 4.8 meters long body, exceeding the Passat, Blue Jays and Camry, 2.4 liters Mitsubishi engine displacement, matching the original Mitsubishi manual gearbox and EFI system, output power of 100 kilowatts, the lowest price of only 166,600 yuan . However, there was no “earthquake price system earthquake†that was introduced on the market. Many people were guilty of this price: 169,600,000 yuan in price, where can the “upscale†go? Someone even more bluntly said, "The car is open, no problem, it is afraid of losing identity."
Contacting the recent BMW Brilliance listing is originally a Sino-foreign equity joint venture with equivalent holdings. Not to mention the assembly of the “domestic†BMW is on the same production line as the Chinese sedan, but during the entire listing process, not only was the Chinese shareholder basically deprived of the discourse. Right, even the name of the joint venture company has been minimized, and its "brothers and brothers" Chinese cars are more like hiding from the epidemic, avoiding fear of fear, and fear of getting a package. The independent brand has indeed become a short version of the Chinese auto industry.
For "local companies" that do not have a joint venture background, products such as Hafei, Geely, Chery, and Brilliance, which have to be independently developed, are subject to various criticisms both inside and outside the industry. Brilliance commissioned an overseas company to design China, known as “having property rights and no knowledgeâ€. Geely was deceived as “imitation show.†He said that “sitting on an auspicious car is not afraid of suffering and not afraid of dying.†Chery is subject to intellectual property rights. The dispute, how does China's auto-developed road go?
Last year, in an interview with Hafei, he met Roman Qiaodi, the car designer of Pininfarina in Italy. The reporter specifically asked him.
Roman Qiaodi believes that the European and American auto markets are quite mature and the competition is very fierce. Now it is very difficult for novices to enter. China is an emerging market. It is in a period of stable growth and there is enough room for development. There is no problem of entering the morning or evening. However, "experience comes from history, and spending money on technology is a process in building an independent brand experience. Initially, we have limited capabilities and we need to buy mature technology. This is only the first step, it is necessary, but we can't just go this step." .
Now the public opinion circles have called for auto brands to develop their own voices. Especially when it comes to the red flag, some people are even more irritated. It seems that the domestic brands have failed to make it. All of them have caused red flags to be delayed. However, if the red flag is to survive, it must be market-oriented, select a good platform, and manufacturing technology must be world-class.
The introduction of the Mazda 6 first made FAW Cars enjoy a substantial market share, which is a prerequisite for a company to survive. At the same time, it has also improved the supporting environment of Hongqi. In the past, as a single product, the red flag was not bulky, and the parts factories supporting it were very tiring. It was necessary to reduce the cost and the prospect was not yet clear. It was inevitable that the quality of parts would be sometimes overlooked. . The introduction of the Mazda 6 makes it possible for the parts factory to see the development of the vehicle and is willing to invest in this area.
In the past year, the simultaneous operation of the two brands has greatly changed the situation of Hongqi in market competition. Whether it is market influence, technical level, or economic efficiency, it is a strong support for the Red Flag, which will make the next development of Hongqi a higher one. starting point. The deputy chief of the FAW Group, Andu Wu, is very sure of this approach, figuratively compared to "first help others with their children and then raise their children." Compare the imported products to others and bring them to the children. After you have your own family, raise your children.
Guan Yixuan: The "red flag" was originally a high-level official car, and with a certain political color, the current brand positioning is rather embarrassing, in fact, they can still create new brands. Chinese enterprises should not start from sales terminals, networks, and customer groups because we have unparalleled advantages in the development and application of "software" such as culture and social relations. For example, General Motors Corporation of the United States is becoming a businessman who sells cars. Its focus shifts downstream. Today's auto manufacturing giants make up only 20% to 30% of profits, and most of the profits lie in services and terminals. You can see how many of the Fortune 500 companies are now engaged in sales services.
Creating your biggest and most loyal customer base and caring for customers' lifelong value orientation is an important feature of this era. How much lifetime customer value your design and ideas can bring depends on the value of the brand. Creating a brand is creating customer value. Therefore, Chinese auto companies must fully focus on the sales network and customer service. This may be the hope for climbing the peak of brand competition.
Is the permanent OEM production, or the same as the home appliance industry can create its own brand Reporter: China's auto industry can not be the same as the home appliance industry to create its own brand?
Qian Pingfan: The automotive industry is often compared with the home appliance industry. People hope that the Chinese automobile industry can take the path of the home appliance industry, that is, through the introduction of technology, joint ventures and cooperation to develop, and then drive away people to form their own brand, but we It is considered unlikely. Because the difference between the two industries is too great, home appliance technology is not difficult, as a durable consumer goods, its value is not great, thousands of dollars of things; and the car is the largest consumer goods, is now not a traditional industrial product, it's The electronic level is becoming higher and higher. It is called a computer on four wheels. It is technically and financially intensive. It is very large-scale. It is closely related to people’s life safety. The demand for producers is extremely high. Fabi.
Therefore, it is difficult for the auto industry to establish its own brand like the home appliance industry. Because the global auto industry has formed a “6+3†pattern after a long period of brutal competition, and it is also possible to reduce it. They produce more than 50 million cars. How could it grow a big tree in the gap? “6+3†changes To become "6+4", it is very difficult to add Chinese companies.
It is very difficult for the auto industry to produce such companies as Haier. Household appliances come into every home, and cars do not enter every family. They are high-end consumer goods that enter relatively high-income families. Therefore, this type of consumers must consider brands. Second, household appliances are placed at home. Generally, there is no danger of life-threatening. Well-equipped vehicles are a very comfortable means of transport. They use bad weapons for killing or committing suicide. Therefore, anyone who dares to believe a bad brand, it does not Appliances are not a type of product at all.
Guan Yiyi: I think that there are several models to make a brand: First, the Haier model, short-term introduction and digestion and absorption of Liebherr technology in Germany, and soon formed its own core competitiveness and independent brands. Lenovo's trade and technology can be called "Ya Haier" model, that is, developing companies often start from the downstream and make assembly. The second is the Galanz model, which is a typical "dual track system", that is, doing OEM and branding at the same time. The third is the Dongling model. The company started from foreign OEM coffee makers and bread makers. After playing a little celebrity in processing technology, it turned to the domestic market and created its own brand. The core is to form its own product technology, which is from the dual track. "Turn to the "monorail", from OEM to brand creation.
Reporter: How do companies with independent brands such as Geely, Chery and Brilliance engage?
Qian Pingfan: This depends on how much business viability? It is determined by its development strategy. From the perspective of the history of the development of foreign companies, some of these companies may become centuries-old, and others may be acquired or closed. If anyone has the ability to use the big market in China to expand his brand, there are ways to establish joint ventures with multinational corporations, and to absorb other people's skills and talents to achieve greater development. That is a very good thing. However, if a brand is good, it is not a country. It is ultimately a corporate behavior. Also, the capital of other industries enters the auto industry to make brands, which is also good, but the state cannot and does not have the power to support them.
SAIC Motor’s joint venture development model is very good. It began to account for 50% of the automotive industry’s profits. Santana has promoted saloons to officials’ houses and people’s homes. Many large manufacturers have learned a successful way from it. The Chinese auto industry has developed so There are no other better ways for many years. SAIC's largest and best two, one is Shanghai Volkswagen and the other is Shanghai GM. If you want it to engage in your own brand, only another plant, but it is impossible. What is the meaning of making a brand like "Shangqi Buick" and "Shangqi Volkswagen" like Nissan Dongfeng? Is Dongfeng not using the bluebird brand? The "Nissan Sunshine" jointly developed with several Taiwanese companies is not considered as an independent brand and its significance is not great. It is impossible for SOEs to come up with their own brands.
Guan Yiyi: The current development model of Brilliance is a bit like Galanz. The first was the successful launch of the Jinbei Haishi van, and another was to change its own brand "door-to-door" to launch a Chinese car designed by a famous Italian designer. The close cooperation with BMW will comprehensively upgrade its technology and quality, and create a second-generation Chinese sedan.
Brilliance not only uses the existing first-class production equipment, flexible mechanisms and capital operation capabilities, but also more importantly uses its “competitive market†sales network and customer base in exchange for reference to BMW technology. This is an important experience of the own brand. It can be said that Brilliance has developed and produced its own brand of medium-to-high-end cars to jointly produce BMW, aiming to create a brand at a higher level. The creation of independent brands on the basis of OEM production is the most pressing issue for the development of China's auto industry.
Independent brand and cluster development, who is the main problem Reporter: Is the self-owned brand the main problem facing the Chinese auto industry now?
Qian Pingfan: The automobile is a highly comprehensive product, and the externality is so strong that it is impossible to engage in brand competition at once. I think the best way is to develop joint ventures and cooperation with multinational corporations, to implement industrial clusters, to focus on the development of parts and components, to use components that do not need the brand, and to give full play to our cheap labor and low cost of support. Advantages, so parts and components industry has great potential.
At present, China's auto industry does not solve the problem of independent brands, but rather has low cost-effectiveness, poor quality, and low efficiency. It is necessary to go international through the market and take the path taken by the international auto industry. In my opinion, the most important thing is to increase the degree of industrial clustering and establish a consortium in areas suitable for the development of the automobile industry (including space areas and industrial branches) to focus on development and make China a manufacturing base for the world's auto industry, at least in the spare parts industry. The manufacturing base is exported to many parts of the world and becomes a big country in the automotive industry.
For enterprises, the most important thing is to make use of the good market growth situation and refine their internal strength. China's auto industry will develop very well in the next 30 to 50 years, and it will not be in these few years that independent brands will be involved. In the advanced stage of the industry's value chain where the strength of the company is less than the brand competition, they should not participate in the brand competition that comes from masters. Depending on which companies grow in 2010 and 2015, you can engage in brands. This is a very good thing, but don't call if you don't have this skill.
China's auto industry must implement a clustered development strategy based on lean production and mass customization. First, regional concentration, second, joint enterprise, and third, institutional innovation. This is the main problem to be solved at present. In this process, it is possible to have the ability to create a brand, develop from a low-end value chain to a high-end value chain, but to clearly understand what a brand is, should not engage in branding.
Guan Yiyi: The important thing for enterprises is to grasp the value chain (research and development, production, supply, sales, and service) and use the value chain for resource allocation. It can be distributed globally and national borders have not disappeared, but the borders of resource allocation should disappear.
The Davos World Economic Forum in 1999 had a conclusion that there will be only the brand territory for the upcoming industrial development, and there will be no administrative division. One of the implications here is that the traditional localization rate has disappeared. Second, the ownership concept has become increasingly dilute. The key is to look at management, coordination, and configuration. For example, U.S. GM controls Fiat but does not own it, but it is part of strategic alliances and value chains. Whose parts and components are used well depends on the overall design and creativity. This is the leading role and core value of the brand.
Practice has proved that one-sided emphasis on improving the localization rate is wrong, especially for the automotive industry. Over the past few years, we have always considered the improvement of the localization rate as one of the major achievements of companies and industries. However, the actual result is often a decline in quality. Management guru Dulak said that if the second Industrial Revolution railway shortens the distance, then the Internet is now eradicating the distance. Any enterprise can be a multinational company, and resource allocation has achieved globalization. After the concept of localization rate disappears, technology and brand become the most important. However, it is difficult for the auto industry to form its own brands such as Haier within a few years.
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