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自主品牌车企层级分化加剧

2017-08-31 07:16:42   中国经济网

市场竞争进入新阶段

面对新的市场需求,自主品牌也开始纷纷进行技术升级,产品更新换代加速。

日前,北京汽车位于株洲的第二工厂进入试生产阶段,为全新绅宝D50的全面量产进行准备。

据介绍,全新绅宝D50是由北汽北京设计中心和意大利设计中心联合开发的全新车型。与第一代产品相比,全新绅宝D50在外形、性能、安全、智能化等方面都有着显著提升。

而作为承载全新绅宝D50生产任务的北汽株洲二工厂,在冲压、涂装、焊接、总装四大工艺环节都实现了高度智能化。同时,在强大技术支撑下,北汽株洲二工厂还首次实现了个性化定制和柔性化生产:运用大数据、云计算以及工业以太网技术,北汽株洲二工厂构建起了一个C2B交互平台,消费者可以从中直接了解到产品从下单到提车的全部环节。

北汽集团董事长徐和谊表示,未来北汽还将从智能化、自动化、网联化等方面展开突破。

除了北汽,吉利、长城、长安、广汽、上汽、奇瑞等自主品牌车企也陆续推出了各自的更新换代产品,产品品质和品牌定位开始走向高端,而观致、吉利领克、长城WEY正是其中的代表。

国家信息中心副主任徐长明表示,研发、技术、工艺等方面的不断提升,让自主品牌产品的市场竞争力得到提高。目前,自主品牌产品已基本具备正向研发能力,不仅能提供满足消费者需求的产品,还能有效控制成本、加快开发速度以及衍生多种产品。

而汉腾汽车公司副总裁廖雄辉认为,随着技术和品质的提升,自主品牌汽车产品已经告别靠低质低价去占领市场的时代,进入到了一个以品质和性能去应对市场的新发展阶段。

层级分化明显

在产品品质得到提升的同时,自主品牌之间的层级分化也开始显现。

中国汽车工业协会的统计数据显示,今年前七个月,汽车销量排名前十位的企业集团销量合计超过1350万辆,比上年同期增长4.3%,高于行业增速0.2个百分点。

这表明,中国汽车企业的集中度已越来越高。

前段时间,多款自主品牌车型官方售价接连下调,幅度从数千元到上万元不等。以往,不少车型在市场销售终端都有一定的优惠幅度,但官方正式大幅调低售价和现象并不多见。值得关注的是,近期下调官方售价的车型中,不但包括定位较高的中级车,还包括多款市场热度颇高的小型SUV和紧凑型车。

随着几大主流品牌市场份额的迅速扩大,自主品牌车企的层级正在分化。在整体市场增速减缓的背景下,部分自主品牌保持了强增长态势。全国乘联会秘书长崔东树表示,上半年自主品牌分化进一步加剧,而这种分化更多是由品牌自身的产品力所决定的。

业内人士表示,未来5年,自主品牌的竞争将更加激烈,市场格局一旦形成,最后可能只会剩下几家企业。

中国汽车工业咨询委员会主任安庆衡表示,目前自主品牌的市场格局还未完全形成,因此规模并不是唯一的决定因素。对规模较小的品牌来说,如果拥有先进的开发能力,并能将之转化为符合市场需求的车型,还是能在激烈的市场竞争中找到机会。

廖雄辉也认为,“把基本功练好,把产品做好,打造消费者喜爱的好车,才是自主品牌汽车应该走的路。”

但长期来看,自主品牌必然呈现集中度提高、劣势企业遭淘汰的局面。尽管现在还不能对某个品牌的命运下结论,但可以肯定的是,企业的开发能力以及产品力和品牌力,将是应对市场优胜劣汰的关键。

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