Source: People's Daily Central Kitchen-Dajiangdong Studio
January 28, the day after the Shanghai "Two Sessions" ended successfully, Shanghai Mayor Gong Zheng came to the SAIC Group Technology Center in Jiading to learn about the development of new models. He hoped that SAIC Group "intensify innovation with greater efforts, adapt to the trend of electrification, intelligence, networking and sharing, accelerate the demonstration application of complex scenarios, and strive to create a new highland for independent innovation."
SAIC's independent brand car is a shining business card of "Made in Shanghai", representing China's manufacturing strength and level. It not only leads the domestic market, but also occupies a place overseas. In 2020, SAIC Group achieved overseas sales of 390,000 vehicles, an increase of 11.3% year-on-year, achieving counter-trend growth under the epidemic, exceeding one-third of the total overseas sales of Chinese auto companies, ranking first in the country for five consecutive years. Among them, SAIC's independent brand MG "selled" 230,000 vehicles overseas, winning the championship of China's single export brand for two consecutive years, and its sales were twice that of the second place. In Europe, MG and MAXUS brands sold more than 40,000 vehicles, setting a record for the highest historical record for Chinese auto companies.
In October 2020, SAIC's European self-operated route was launched for the first time, and Anji Phoenix drove to Europe with nearly 1,800 MG new energy vehicles.
Europe is the birthplace of Hyundai Motor and the commanding heights of the brand. As a rising star, China's automobile manufacturing industry can emerge overseas. What kind of killer weapons does it have? Dajiangdong Studio observed that China's manufacturing has been exported from the original low-end Yiwu small commodities to later white household appliances, mobile phones and other electromechanical products. Now Chinese automobile brands represented by SEC are steadily moving overseas. This is the general trend, which is due to the strengthening of China's strength.
has the unique "full industrial chain going overseas" to build a solid foundation
"The rise of Japanese cars was the oil crisis in the early 1970s, which allowed consumers around the world to understand that Japanese cars are light, low fuel consumption, and relatively high cost performance. The rise of Korean cars was a consumption downgrade brought about by the global financial crisis in 2008, giving everyone the opportunity to feel the service, product strength and cost performance. We also seized a window last year." Assistant to President of SAIC Group, International Business Yu De, general manager of the department and general manager of SAIC International, said straight to the point: "Last year, overseas prevention and control measures were not as good as those in China. The epidemic came one after another, and we had opportunities in crisis. With the global supply chain shutdown, SAIC's independent brand's overseas sales grew against the trend. This is an excellent opportunity to showcase Chinese manufacturing."
In the past, Chinese automakers went overseas to overseas usually only trade but not business, and achieved a small amount of exports with the "gap-shooting method" of "changing one place" and this short-term behavior of "selling only without paying attention" has been denied by the market. As the only automobile company in China that has a systematic, planned and established "going out" system, SAIC has built a global market-oriented automobile industry chain integrating R&D, marketing, logistics, parts, manufacturing, finance, etc., providing excellent localized products and services to consumers around the world. "Full industrial chain overseas" has become a solid foundation for SAIC to quickly expand its overseas business and will also provide support for other Chinese auto brands to go global.
At present, the company's products and services have entered more than 70 countries and regions around the world, and will soon form multiple "50,000-level" overseas markets such as ASEAN , Middle East , and Europe. SAIC has established three major R&D and innovation centers in London, Silicon Valley and Tel Aviv overseas, as well as 44 production bases and KD factories in Thailand, Indonesia, , India, Pakistan. Its subsidiary Huayu Parts has 95 production and R&D bases overseas; Anji's overseas full value chain automobile logistics business covers nearly 40 countries, and has opened four self-operated international routes in Southeast Asia, , Mexico, , South America and West, and Europe; overseas diversified financial companies provide auto finance loans and insurance services.
Since entering the local market in Pakistan in November 2020, MG has quickly attracted the attention and pursuit of local consumers with its young sports brand image and products, and has received more than 4,500 pre-sale orders in total. As China's number one automobile brand, SAIC Group has also attracted the most powerful partners in Pakistan to work together to deepen the local market.At the beginning of the new year of 2021, SAIC Group and Pakistani JW SEZ Group held a cooperation launch ceremony +E4. The two parties will establish a joint venture factory in Pakistan to produce MG brand passenger car products. SAIC Group plans to launch 5 MG models in Pakistan, covering traditional fuel vehicles and new energy vehicles. The Prime Minister of Pakistan and the Chinese Ambassador to Pakistan both visited the scene and delivered speeches, witnessing this significant moment together.
Pakistani Prime Minister witnessed the launch ceremony of cooperation between SAIC Group and Pakistani JWSEZ Group.
The two "killers" of new energy and intelligent networking have become differentiated competitive advantages
"Last year, automobile sales in Europe fell, but electric vehicles increased. This is a policy-driven. For the blue sky, everyone is encouraged to use electric vehicles. I think the entire environment is good. Although the network is still in the initial construction stage, we seized the opportunity to let European consumers begin to experience our electric vehicles." Yu De said.
During the 13th Five-Year Plan period, SAIC invested nearly 60 billion yuan in independent research and development, forming innovative technologies such as new energy and intelligent networking, and actively spilling overseas to create differentiated competitiveness. In mature markets, SAIC takes electric vehicles as its entry point. In 2020, independent brands MG and MAXUS new energy vehicles were sold in Europe, with sales exceeding 25,000 vehicles, ranking among the top in the segmented markets of the United Kingdom, Norway, the Netherlands and other countries. The revenue through carbon emission points trading was more than 40 million euros. In emerging markets, SAIC focuses on the implementation of intelligent networking technology. The "i-Smart" intelligent networking system has been used in more than 30 overseas models, with more than 100,000 activated users. It is highly sought after by consumers in countries and regions such as India and ASEAN. It will also be promoted to markets in developed countries in the future.
In terms of product quality, MG EZS became the first pure electric small SUV in Euro NCAP history to receive a five-star safety evaluation. MG HS won the "Double Five-Star" safety rating in Europe and Australia, and has won a good reputation worldwide. Relying on its strong product strength, SAIC's independent brand's product pricing in overseas markets is higher than that in China, and actively establishes a high-quality image of "Made in China".
is affiliated to the Norwegian Post Office, the Ministry of Transport and Communications, and is a well-deserved "Terminal Delivery" in the local area. In 2018, Norwegian Post purchased SAIC Maxus pure electric wide-body light passenger EV80, and these postal vehicles became a "green" landscape in Norway. In early 2019, after comparing and trials of EV80 and international mainstream electric models, it was decided to add orders and a total of 3 batches of EV80 models were purchased. Norwegian Post is very satisfied with the range of the EV80, and believes that "compared with models with only single sliding doors, the EV80 can provide double sliding doors, making loading and unloading more convenient." This has also caused many Norwegian logistics companies to purchase the EV80.
SAIC Maxus pure electric wide-body light passenger EV80 has become a "green" landscape in Norway.
Create a unique and warm brand overseas
Create a "century-old store" not only requires a complete network and excellent products, but also a brand as support. In different countries and cities, and among the extremely different customs and habits, we should considerately discover the real needs of users and provide corresponding services. SAIC's goal is to be a brand that is "personal and warm".
Due to the epidemic, SAIC's overseas sales model has shifted from offline to online. Online appointments and telephone communication are common actions, especially under the control of local government policies. How to help consumers use their cars well? Each region has a plan for each region, which is very targeted. For example, SAIC launched a special "lawn delivery" service to realize one-on-one delivery and maintain social distance.
"For areas where Internet communication is not so developed, we still spread our products through TV media, because consumers are more at home and communicate by phone. At the same time, they deliver cars to their doorsteps, test drive experiences, and then choose to buy. The epidemic prevention work is done very well. Since March last year, we have brought out the full set of domestic epidemic prevention procedures." Zhao Aimin, Secretary of the Party Committee and Deputy General Manager of SAIC International, introduced.
Intelligence is by no means the same "voice sunroof", but there are a lot of differentiated needs in terms of the environment and atmosphere in the car.Italian consumers like to enjoy music in cars, German consumers prefer quiet driving environments, and South American consumers prefer to accept the bustle and hustle and bustle. Based on accurate user insight, strong core technology and considerate service awareness, brands with "personality and warmth" will enter the lives of overseas consumers faster.
MG overseas sales store
While striding overseas, we must also integrate overseas, do charity, and actively root ourselves in the local community. This is also an important step in SAIC's brand building. In India, we support the resumption of classes for girls out of school; in South America, we support the development of social sports; in Europe, we donate anti-epidemic materials and provide anti-epidemic vehicles as soon as possible. SAIC is also an excellent citizen overseas.
It is understood that after the negative pressure ambulance of Chase came out last year, the first batch was sent to Wuhan Leishenshan Hospital. Many overseas dealers took the initiative to make demands after seeing this, and SAIC responded quickly. For example, the general agent of Egyptian bought several pieces and gave them to the local government; agents in developed European countries and regions also bought and donated them to the government; and also used MG passenger cars as a special vehicle for medical staff, of which 100 MG ZS EVs were provided for British medical staff to commute to and from get off work.
In the future, it is expected that the sales volume of China's automobile market will be around 30 million vehicles, while the sales volume of the global automobile market will reach about 100 million vehicles. For the enterprising Chinese automobile brands, the more magnificent overseas market has gigantic room for growth. During the 14th Five-Year Plan period, SAIC has set a "small goal": to shift from domestic business to deepening domestic and expanding overseas development. It is expected that overseas sales will reach 1.5 million vehicles, accounting for about 15% of SAIC Group's overall sales, and the average annual compound growth rate is expected to exceed 30%. In 2025, SAIC Europe's sales will strive to exceed 300,000 vehicles, of which new energy vehicles account for 70-80%, achieving full coverage of entry-level to medium and high-end products. Not only that, during the 14th Five-Year Plan period, SAIC will enter a profit period in key overseas regional markets such as Europe, and will gain a lot of rewards.
(The picture in this article is provided by SAIC Group)
