China Automotive News Network In the current low-speed growth of the domestic auto market, more and more auto companies are beginning to target overseas, SAIC-GM-Wuling is one of them. As a strategic model of SAIC-GM-Wuling's deployment in overseas markets, Baojun 530 is well received by consumers at home and abroad due to its broad product applicability.
According to the “Automobile”, the model currently uses four brands: Baojun, Wuling, Chevrolet, and MG, which are sold in China, Indonesia, South America, Thailand, and India, and will soon enter the Middle East, Africa, Mexico and other markets.
On January 6, the 200,000th Baojun 530 was officially delivered in Beijing to the Embassy of the United Republic of Tanzania and the Republic of Benin in China, which not only promoted SAIC-GM-Wuling's globalization strategy, but also enabled Baojun 530 to purchase from the South African embassy. After that, it became the "diplomat car" again.
SAIC-GM-Wuling Automotive Co., Ltd. Sales Director Zhou Yan said in an interview with media such as “Automobile” that SAIC-GM-Wuling is a special company, although it is a joint venture, but it is used in a joint venture. Chinese-branded companies, such as Wuling and Baojun. In addition, it is also different from other companies in terms of model introduction. "Baojun is the reverse transfer of the Chinese model Baojun 530 to foreign countries, which is also the origin of our concept of" China's original global car "."
Adapting to local conditions is key
As a representative of Chinese auto companies' "going global", SAIC-GM-Wuling has been exporting to South America, the Middle East, and Africa in the form of complete vehicles since 2004. By 2019, more than 80,000 vehicles have been exported to nearly 40 countries in Central and South America, Africa, the Middle East and Southeast Asia.
However, as we all know, the hardest part of exporting is to make a product meet the standards of various countries at the same time. Regarding this, Zhou Yan said: "We have adjusted our products to suit local conditions, and adopted different market positioning or price positioning for different global markets."
For example, Zhou Yan said that Wuling ALMAZ is equipped with the most complete and technologically advanced voice control system in the Indonesian market, and for the first time uses Indonesian as a voice control language. Facing the high temperature and complicated road conditions in India, MG Hector has strengthened its air-conditioning and cooling functions, and launched a diesel version.
In addition to assisted by a global strategy tailored to local conditions, from the perspective of vehicle configuration alone, the Baojun 530 also has an advantage far beyond its peers. According to the “Automobile”, Baojun 530 has a variety of layout configurations of 5, 6, and 7 seats, both in terms of space performance and technology configuration. In addition, the car is equipped with 1.5T + CVT power, which meets the National Sixth B emission standard and follows the standards and requirements of GM's global manufacturing system.
Because of this, Baojun 530 appeared inside the wall blooming outside the wall. According to Zhou Yi, Baojun 530 has climbed to the number one mid-size SUV in the Indonesian market, received more than 30,000 orders in India, and is scheduled to produce next year; in Thailand and Latin America, the monthly growth is close to 40%. "Excluding the Indonesian market, our overseas business unit achieved a scale of about 30,000 units in 2019, which is a nearly 40% increase compared to 2018."
With the success of Baojun 530 in various markets at home and abroad, the quality of Chinese manufacturing has been increasingly recognized by the world.
Differential development is the core
With the downturn in the domestic auto market, opening up overseas market channels has become a common strategy for all auto companies. Zhou Min mentioned that through the “Belt and Road” policy guidance, the recognition of Chinese brands and products in overseas markets has greatly improved. In 2020, SAIC-GM-Wuling will continue to strengthen its support for overseas Indonesian companies to expand overseas markets.
According to the plan recently announced by SAIC-GM-Wuling, its brands have been divided into four lines for differentiated management. Wuling, Baojun, Xinbaojun, and New Energy will be positioned according to different groups of people.
Among them, Wuling is aimed at people with priority in functional needs; Baojun is targeted at pragmatic, economical and practical consumer groups; Xinbaojun brand is targeted more at young people, and they have higher levels of intelligent and networked automotive products. Requirements; new energy is the optimal solution for short-distance user travel in the post-new energy subsidy era. "Wuling is the foundation, new energy is a breakthrough, new Baojun is an increase, and Baojun is the sales force." Zhou Yan said to "steam-cranking".
Zhou Zheng admitted that the compact SUV market of Baojun 530 is very fierce domestically, with domestic prices selling 70,000 to 100,000, and overseas selling more than 200,000, so consumers must discover the value of Baojun 530. "We are very happy to put Baojun 530 in the global market. It is very beneficial to do branding and knowledge transfer, and we will continue to go global in the future."
SAIC-GM-Wuling has invested in US $ 700 million since 2017 to set up a subsidiary in Indonesia. At present, SAIC-GM-Wuling has established more than 100 sales and service outlets throughout Indonesia, and has achieved overseas exports in terms of intellectual property rights, brands and products, human capital and teamwork, business operation and management models of Chinese auto companies.
From the perspective of globalization, SAIC-GM-Wuling has established a complete system from product to manufacturing, service and brand. Because of this, Baojun 530 still achieved good results in the global economy is not very good. It is reported that the actual sales of SAIC-GM-Wuling increased by 2.4% year-on-year in 2019.
Zhou Yan believes that "under such a difficult market situation, this sales exceeded our expectations. Wuling brand has very strong vitality when the market is difficult. Therefore, in 2020, it will continue to maintain Wuling through perfecting channels and launching new products. Brand ’s market share. "Zhou Yi revealed that this year's models including Baojun 530, 510, 360, 310, 310W will have successive iterative models and replacement models launched.
In the future, SAIC-GM-Wuling will “look at the world” and take China ’s “Belt and Road” Dongfeng to drive the entire automotive industry chain to “cross the ocean and go to sea” to promote the upward development of Chinese manufacturing and Chinese brands.