Car export breaks behind millions of hidden troubles

With the promulgation and implementation of the "Auto Industry Adjustment and Revitalization Plan" and "Opinions on Promoting the Sustainable and Healthy Development of China's Automobile Products Export", China's auto exports have shaken off the influence of the international financial crisis and have shown a rapid upward trend. In 2012, China’s auto exports exceeded 1 million vehicles, reaching 1,056.1 thousand units, a year-on-year increase of 29.7%.

At the same time, China's auto export models are also changing. Since 2009, the share of passenger car exports has maintained a rapid increase: Based on the export share of passenger cars for the first time in China in 2011, the share of China's passenger car exports reached 62.61%.

In addition, the overall export share of China's self-owned brand cars has also been further improved. In 2012, Chery, Geely, Great Wall, Jianghuai, Lifan and other 15 automakers of their own brands exported 888,200 vehicles, accounting for 84.11% of China's total auto exports.

Second, there are still three major concerns about the lack of export competitiveness of auto exports; the lack of a stable target market; the lack of a firm foundation in the domestic market of export companies and other factors, which are constraining factors for the sustainable and rapid growth of auto exports in China.

One of the hidden concerns: The lack of competitiveness of export products First, exports are still dominated by low-end and mid-range products. From the product type point of view, by 2011, China's passenger car export share began to exceed the share of commercial vehicles, and passenger car based on the position of filling the international low-end market has not changed. From the perspective of product prices, the prices of automobile export products in China have been at a relatively low level and have not been greatly improved.

The second problem is the homogeneity of export products. Taking the Russian market as an example, China’s auto export companies include Chery, Great Wall, Geely, FAW Haima, BYD and many other companies, sharing more than one production line, which will inevitably lead to the homogeneity of the aforementioned product types, and vicious competition is inevitable. The "domesticization of the international market" phenomenon is more serious.

Hidden fears: The target market is not stable enough. It is facing increasingly fierce international competition. On the one hand, with the increasingly severe international macroeconomic situation, Europe and the United States have obviously warmed their trade protectionism and the international environment is deteriorating. At the same time, with the increasingly stringent standards concerning vehicle quality, emissions, and safety standards in Europe and the United States, the difficulty of Chinese cars entering the high-end markets in Europe and the United States is increasing. On the other hand, the world’s automotive industry represented by the United States, Germany, Japan, etc., in order to cope with the ever-shrinking trend of sales in the local market due to economic weakness, in an attempt to further expand the world’s major automotive market share, accelerated the development of new The pace of market development. In addition, Russia, Brazil and other major automobile exporting countries have started to set barriers to technology and trade in foreign automobile products in order to protect the development of their auto industry.

The second is excessive excessive low-end export market. There are a large number of auto export companies in China, about 500, but for the purpose of alleviating domestic sales pressure, most of the export will be targeted at filling the low-end international market. The export market is mainly concentrated in more than 20 cars in Southeast Asia, Africa and the Middle East. End market countries. In the high-end market, China's auto companies have not achieved a major breakthrough.

Third, the overseas market service security system has not yet been established. At present, except for a few companies such as Chery, Great Wall, etc., few companies set up after-sales service departments directly managed by manufacturers in overseas countries, and most of them are responsible for overseas after-sales service by their overseas distributors. Many companies lack strict selection and evaluation criteria for overseas distributors, resulting in export of automotive products to foreign countries, often resulting in after-sales service problems such as unsatisfactory spare parts supply, which in turn cause local consumers to be satisfied with Chinese auto brands. With the decrease of the degree, the price competition advantage of Chinese auto companies gradually disappears, and the development in various target markets shows greater instability.

Concerns 3: The domestic market of export companies is not well-grounded The reason Japan and South Korea can gradually become strong exporters of automobiles is partly due to the fact that auto companies in these countries, such as Toyota, Honda, and Hyundai, already have brands, marketing and service networks, etc. The advantage, and more importantly, is that the above-mentioned automobile companies have accumulated technology to make their products competitive in the market, and the local automobile market demand has provided a good space for the accumulation of product technology advantages.

On the other hand, China's auto export enterprises are still not firmly established in the domestic market, and there is a further decline in the domestic market share. First of all, since 2010, auto companies in Germany, Japan and other countries have regarded China's market as a development priority and seized our country's market. Secondly, China's auto industry is constrained by factors such as irrational industrial structure, lack of core technologies and independent intellectual property rights, and imperfect industrial supporting systems.

3. Measures to Promote the Sustainable and Healthy Development of China's Automobile Exports From improving the domestic market competitiveness of self-owned brand auto companies; further regulating the overseas market behavior of auto export companies; improving the management of auto export bases; strengthening the construction of brand and service guarantee systems in four aspects Efforts will be made to promote the sustained and healthy development of China's auto exports.

(I) Enhancing the competitiveness of domestic brands in the domestic market Firstly, while improving the “Automobile Technology Progress and Technical Renovation Project and Product Catalog”, we will increase the technological transformation and upgrading of auto brands such as Chery, Great Wall, etc., with reference to this catalogue. Support for the project. The second is to further increase the tax concessions on the advanced production equipment and core parts and components introduced by self-owned brand automobile companies, and through the establishment of an appraisal system, a certain percentage of financial subsidies will be given to enterprises that better absorb and absorb imported equipment and products. The third is to give full play to the demonstration effect of government procurement. We will increase government procurement of products of self-owned brand auto companies and formulate government procurement implementation rules that can effectively promote the product quality of auto brands.

(2) To further regulate the overseas market behavior of auto export enterprises. Firstly, to strengthen the qualification and review of auto export enterprises and product qualifications and foreign investment projects in China. The second is to further improve the construction of credit insurance, guarantee systems and financing platforms related to automobile exports. Third, guide auto companies to actively optimize the structure of export products, localize production, and accelerate the construction of overseas marketing networks.

(III) Improve and perfect the management of auto export bases Firstly, implement the “Measures for the Administration of National Automobile and Component Export Bases”. Focusing on innovation capability and product quality construction, while continuously increasing investment in automobile export bases, the proportion of innovation system construction in the assessment content of the base will be further increased, and the construction of export bases will be more tilted toward corporate technological innovation. The second is to pay more attention to the stability and sustainability of the development of export bases. Combining with the situation of export bases, we will further clarify the specific roadmap for the development of products, markets, and trade structures of export bases from mid- to low-end to mid-to-high-end in the development planning of export bases. The third is to further improve the construction of public service platforms. Accelerate the construction of technology research and development platform, establish a unified national information exchange, product certification and inspection and inspection platform with reference to the international standard system, and do a good job in the cultivation and training of compound talents that meet the needs of international development.

(D) Strengthen the construction of brand and service guarantee system Firstly, we will further improve and implement the “Regulations on Recalling Defective Automotive Product Management” so that it can be effectively brought into line with the recall policies of various countries in the world. Auto companies can truly achieve this in the internationalization process. There are laws that can be applied to establish their own good reputation while safeguarding the rights and interests of consumers in various countries. The second is to further standardize and strengthen the construction of the after-sales service system for auto export enterprises in the target market. We can consider giving certain financial support to well-established auto companies in the after-sales service system and do a good job of promotion and demonstration work.