China's auto exports decline, sounding the alarm for quality services

The independence is good. In contrast, Chinese auto exports have fallen for the first time in five years. Last year, it was less than 370,000, which was a 46% drop from the same period of last year. Experts in the industry believe that in addition to the environmental impact of low demand in the international automotive market, we are faced with the status quo that impedes China’s automobile exports, such as low quality of exported automobiles, poor ability to independently innovate, and incomplete after-sale maintenance service network.

With quality to open up the market

Yue Youren, chairman of the Sichuan Automobile Industry Association, believes that the development of China's self-owned brand is only a short decade, and that the accumulation of a brand is at least 30-50 years or even longer. Many foreign automobile companies have dozens or hundreds of years of history. In overseas markets, especially in the mature automobile market, the vehicle quality certification standards involve numerous items and the certification process is complex. This is a relatively high threshold for Chinese car companies. It is normal for Chinese companies to encounter quality defects abroad, because so far the success of Chinese automakers has come largely from the use of technology and design from foreign companies. As the heart of the automobile, the engine can only be independently researched and developed by only a few companies such as Chery. The vast majority of car chassis adjustments are made by foreign companies, and their parameters are also from others; thus, development is achieved through purchase or imitation. The quality of the car is hard to guarantee.

Although from the “Crash Gate” of Landwind and Zunchi in 2007 to Great Wall Motor’s first vehicle certification standard in the country in 2009, the brand image of China’s automobiles in the world is gradually improving. However, he stressed that this does not mean that our product quality fully meets the requirements of others. “If our cars are built to the highest international standards, then there is no fear of where we are.” Yue Youren said that at present, both in the area of ​​cars and trucks, there is a certain gap between China’s product quality and those of Japan and South Korea. For example, new cars for commercial vehicles in Japan and South Korea can promise a warranty of 500,000 or even 1 million kilometers, but Chinese enterprises can only promise 300,000 kilometers. This is the gap. We must seize this three to five years to surpass them in quality and catch up as quickly as possible.

Rely on services to consolidate the market

"Although China's auto exports have been for several years, many auto companies have lost their confidence in Chinese brands because of the lack of supply of spare parts and the lack of timely maintenance of products after they have been exported to foreign countries. Such heavy sales and light services The export model is a one-stroke deal, which lacks a long-term strategic vision and negatively affects the later entrants.” Luo Kaijun, chief engineer of Sichuan Kehua Group, said that some auto companies have a limited number of exports. It will increase the cost, resulting in a loss-making situation. Therefore, they commissioned the local agents to be responsible for the after-sales service, but the agents could also affect the quality of after-sales service because of parts and information.

To avoid a price war, it is necessary to use services to increase the difference, and use the difference to drive services to form a virtuous circle. This includes two aspects. On the one hand, it is to improve the level and quality of service for overseas partners. On the other hand, when the time is ripe, send professionals to set up sales and maintenance outlets abroad, and truly rely on after-sales services to make profits. He believes that an exchange platform should be set up to provide convenience to overseas agents or partners in training, spare parts supply, information feedback and other aspects, and to continuously increase brand recognition and reputation.

The relevant person in charge of the Public Relations Department of Geely Holding stated that relying solely on overseas agents is not feasible, and neither can enjoy the benefits of maintenance services, but may also lose control of the terminal sales channels. “Now the products are going out and the services have to go out,” said many auto exporters.

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