China's automobile market is the largest automobile market in the world, and it is also the most dynamic and potential automobile market.2022Under the influence of multiple factors such as global epidemic, chip shortage and energy crisis, China's automobile market is facing great challenges and pressure. However, under the effective pull of a series of policies to stabilize growth and promote consumption, and with the joint efforts of the whole industry, China's automobile market has achieved positive growth in the face of adversity, showing strong development resilience. According to data from the Champ Consulting Group,2022In the year, China's automobile production and sales were completed separately.2702.1million and2686.4Ten thousand vehicles, year-on-year growth3.4%and2.1%The resumption of growth has been maintained. Among them, the production and sales of passenger cars are completed respectively.2383.6million and2356.310,000 vehicles, up year-on-year respectively11.2%and9.5%The increase is higher than the industry as a whole. The passenger car market, driven by consumption-promoting policies such as halving the purchase tax, has continued to maintain high-speed growth of new energy vehicles, and the momentum of automobile exports is good, driving the passenger car market from6It has maintained rapid growth since January. Although the growth rate slowed down in the fourth quarter, the annual sales growth rate was still close to double digits, contributing an important force to the growth of automobile sales.

In 2023, China will vigorously boost market confidence, implement the strategy of expanding domestic demand, and further stimulate market players and consumption vitality. It is expected that the auto market will continue to show a steady and positive development trend throughout the year, achieving3%Left and right growth. Among them, new energy vehicles are the biggest bright spot in China's automobile market, which is expected to reach900About ten thousand. According to data from the Shangpu Consulting Group, the probability of China's new energy vehicle retail penetration rate will not quickly enter the platform period, but is expected to further steadily increase2025Year over40%. This is due to five driving forces: falling costs, shifting consumer preferences, increased market competition, technological innovation breakthroughs and continued policy incentives. With the increasing maturity of the new energy vehicle market, the market structure has also been“dumbbell”type gradually transformed “Spindle”Type. From the price range,10-20$million has been replaced.0-10Ten thousand yuan became the largest sales range, occupying44%Sales. Deloitte believes that the mainstream market and the high-end market will become the main new energy vehicle market sources.

With the rapid development of the new energy vehicle market, the competition pattern of China's automobile market has also undergone significant changes. From the perspective of industrial concentration,2022In, the total sales volume of the top ten enterprise groups in new energy vehicle sales was567.6Ten thousand vehicles, year-on-year growth1.1Times, accounting for the total sales of new energy vehicles.82.4%higher than the previous year.5.9percentage point. Compared with the previous year, the top ten companies in the sales of new energy vehicles have increased to varying degrees. Among them, BYD's cumulative sales exceeded18010,000 vehicles, SAIC's cumulative sales exceeded107Ten thousand. In terms of brand structure, Chinese brands dominate the new energy vehicle market,2022Annual percentage reached78.3%higher than the previous year.3.7percentage point. Among them, start-up brands emerge one after another, along with joint venture brands, Chinese brand mainstream car companies have increased the intensity of new energy products, market competition gradually intensified.

Shangpu Consulting believes that in such a rapidly changing and fiercely competitive market environment, Chinese automobile companies need to comprehensively consider and optimize from multiple dimensions if they want to maintain or enhance their competitiveness. This paper evaluates the competitiveness of the main enterprises in China's automobile market from the five dimensions of product power, brand power, innovation power, international ability and carbon neutral ability, and gives corresponding suggestions.

Product power refers to the comprehensive performance of the quality, performance, function and design of the products or services provided by an enterprise to consumers. Product power is the foundation and core of enterprise competitiveness, and it is also the primary factor for consumers to choose and recognize enterprises. In China's automobile market, product power is mainly reflected in the following aspects:

Model structure: refers to the product layout and coverage of the enterprise in different market segments and price ranges. Generally speaking, the richer the vehicle structure, the more balanced, and the more in line with market demand, the stronger the product.

Product quality: refers to the level of reliability, safety and durability of enterprise products in the manufacturing process and use process. Generally speaking, the higher the product quality, the more stable, and the more in line with the standard, the stronger the product.

Product performance: refers to the level of enterprise products in terms of power, control, comfort, economy, etc. Generally speaking, the better the product performance, the more balanced it is, and the more it meets consumer expectations, the stronger the product.

Product design: refers to the level of enterprise products in appearance, interior decoration, space and other aspects. Generally speaking, the more beautiful the product design, the more fashionable, the more in line with consumer aesthetics, the stronger the product.

According to data from the Champ Consulting Group,2022In China's automobile market, the top five enterprises with the best performance in terms of product strength are: SAIC Group, BYD, Geely Holding Group, Great Wall Automobile and FAW Group. These enterprises have strong advantages in vehicle structure, product quality, product performance and product design, which meet the needs and preferences of different consumers. For example, SAIC has a number of brands, covering various market segments from low-end to high-end, with a rich and diverse product line, especially in the field of new energy vehicles, SAIC has become a market leader with its leading technology and quality. BYD has created a series of cost-effective products with its efficient production management and innovative product design, which has won the favor of consumers. Geely Holding Group, with its strong R & D capabilities and international vision, has launched a number of products with international standards, which has enhanced the image of Chinese brands. Great Wall Motor, with its focus onSUVand pickup truck market, creating two well-known brands, Haver and Great Wall, and becoming the leader of these two market segments. With its long history and profound foundation, FAW Group has maintained its competitiveness in many fields such as cars, commercial vehicles and new energy vehicles.

Shangpu Consulting suggests that Chinese automobile companies should pay attention to the following points in terms of improving product power:

According to market changes and consumer demand, timely adjust the vehicle structure, increase investment in new energy vehicles, intelligent connected vehicles, lightweight vehicles and other emerging fields, and seize market opportunities.

Pay attention to the continuous improvement of product quality, strengthen the construction of quality management system, improve quality standards and quality monitoring level, and enhance consumer trust.

Continuously improve product performance, increase investment in research and development of core technologies such as power systems, battery systems, and intelligent systems, and improve product performance indicators and user experience.

Pay attention to the innovation and differentiation of product design, and highlight the strong advantages of product model structure, product quality, product performance and product design, which can meet the diversified needs of different consumers. Among them, SAIC and BYD occupy a leading position in the new energy vehicle market, Geely Holding Group and Great Wall Motor perform outstandingly among independent brands, and FAW Group remains stable among joint venture brands.

Brand power refers to the comprehensive influence of an enterprise in the eyes of consumers in terms of popularity, reputation and loyalty through long-term operation and marketing activities. Brand power is an important part of the competitiveness of enterprises, and it is also an important factor for consumers to identify and trust enterprises. In China's automobile market, brand power is mainly reflected in the following aspects:

Brand awareness: refers to the degree to which the corporate brand is recognized and remembered by consumers in the target market. Generally speaking, the higher the brand awareness, the more extensive, the more in-depth, the stronger the brand.

Brand reputation: refers to the degree to which the corporate brand is evaluated and recommend by consumers in the target market. Generally speaking, the higher the brand reputation, the more positive, the more stable, the stronger the brand.

Brand loyalty: refers to the degree of consumer repeat purchase and continuous support for the enterprise brand. Generally speaking, the higher the brand loyalty, the more lasting, the more firm, the stronger the brand power.

According to data from the Champ Consulting Group,2022In China's automobile market, the top five companies with the best performance in terms of brand power are: SAIC Group, FAW Group, GAC Group, Geely Holding Group and BYD. These enterprises have strong advantages in brand awareness, brand reputation and brand loyalty, and can win the recognition and trust of consumers. Among them, SAIC Group and FAW Group occupy the mainstream position in the joint venture brands, GAC Group performs well in its own brands, and Geely Holding Group and BYD take the lead in new energy vehicle brands.

Innovation refers to the ability of enterprises to make continuous improvement and breakthrough in technology, products, services, models and so on. Innovation is not only an important source of enterprise competitiveness, but also an important factor for consumers to choose and love enterprises. In China's automobile market, innovation is mainly reflected in the following aspects:

Technological innovation: refers to the R & D investment and achievements of enterprises in core technologies, key components, intelligent networking, etc. Generally speaking, the more technological innovation, the more advanced, the more advanced, the more innovative.

Product innovation: refers to the enterprise in the product function, product form, product experience and other aspects of the development and launch. Generally speaking, the more product innovation, the more unique, the more to meet the needs of consumers, the stronger the innovation.

Service innovation: refers to the enterprise in the pre-sale, sale, after-sales and other aspects of the provision and optimization. Generally speaking, the more service innovation, the more intimate, the more beyond the expectations of consumers, the stronger the innovation.

Model innovation: refers to the exploration and implementation of sales channels, marketing methods, business models, etc. Generally speaking, the more innovative, more flexible, and more adaptable to market changes, the stronger the innovation.

According to data from the Champ Consulting Group,2022In China's automobile market, the top five companies with the best performance in terms of innovation were BYD, Weilai Automobile, Tesla China, Geely Holding Group and SAIC. These enterprises have strong advantages in technological innovation, product innovation, service innovation and mode innovation, and can lead the development direction of the market and the preference trend of consumers. Among them, BYD and Weilai Automobile have a leading position in new energy vehicle technology and services, Tesla China has unique advantages in intelligent connected vehicles, Geely Holding Group has innovative attempts in product form and business model, and SAIC has a stable performance in R & D investment and achievements.

Internationalization capability refers to the ability of enterprises to conduct business and compete in the global market. The ability of internationalization is an important expansion of the competitiveness of enterprises, and it is also an important factor for consumers to understand and accept enterprises. In China's automobile market, the ability of internationalization is mainly reflected in the following aspects:

Export scale: refers to the quantity and amount of products sold by an enterprise in the global market. Generally speaking, the larger the export scale, the more stable and the more dispersed, the stronger the internationalization capacity.

Export brand: refers to the brand image and reputation established and promoted by an enterprise in the global market. Generally speaking, the more well-known export brands, the more reputation, the more loyal, the stronger the ability of internationalization.

Export quality: refers to the level of product quality and certification of an enterprise in the global market. Generally speaking, the higher the export quality, the more in line with the standard, the more through the certification, the stronger the internationalization ability.

Export innovation: refers to the level of product innovation and patents of enterprises in the global market. Generally speaking, the more innovation, the more advanced, the more patent, the stronger the ability of internationalization.

According to data from the Champ Consulting Group,2022In the Chinese automobile market in 2010, the top five companies with the best performance in terms of international capabilities were: Great Wall Motor, SAIC, BYD, Geely Holding Group and Jianghuai Automobile. These enterprises have strong advantages in export scale, export brand, export quality and export innovation, and can occupy a certain share and position in the global market. Among them, Great Wall Motor and SAIC Group have a high reputation and reputation in Europe, South America, Africa and other markets. BYD and Geely Holding Group have strong competitiveness in new energy vehicles and intelligent connected vehicles. JAC has a greater advantage in commercial vehicles.

Carbon neutral capacity refers to the ability of enterprises to cope with climate change and achieve low-carbon development. Carbon neutrality is an important manifestation of the competitiveness of enterprises, and it is also an important factor for consumers to pay attention to and support enterprises. In China's automobile market, carbon neutrality is mainly reflected in the following aspects:

Carbon neutral target: refers to the time node and emission reduction set and announced by the enterprise to achieve carbon peak and carbon neutrality. Generally speaking, the earlier, clearer and more feasible the carbon neutralization target, the stronger the carbon neutralization capability.

Carbon neutral action: refers to the specific measures and results taken by enterprises to reduce carbon emissions. In general, the more carbon neutral actions, the more effective and systematic, the greater the carbon neutral capacity.

Carbon neutral impact: refers to the low-carbon contribution and value of enterprises to society, environment and economy. In general, the greater, more positive and more sustainable the impact of carbon neutrality, the stronger the carbon neutrality.

According to data from the Champ Consulting Group,2022In China's automobile market, the top five companies with the best performance in terms of carbon neutrality were BYD, SAIC, Geely Holding Group, GAC and Great Wall Motor. These companies have strong advantages in carbon neutral targets, carbon neutral actions and carbon neutral impacts, and can actively respond to the country's carbon peak and carbon neutral targets, setting an example and contributing to the low-carbon transformation of the automotive industry. Among them, BYD is the first auto company in the world to achieve carbon peak, and SAIC is the first car company in the world to propose“double carbon”Geely Holding Group is the world's first auto company to propose the target.“double zero”GAC Group is the first auto company in the world to propose the target.“Double minus”The target auto company, Great Wall Motor is the world's first proposed“double green”Target car companies.

To sum up, China's automobile market is in2023The year will face a more complex and changeable market environment, and will also usher in a broader and full of opportunities for development space. If Chinese automobile enterprises want to maintain or enhance their competitiveness in the fierce competition, they need to comprehensively consider and optimize from multiple dimensions such as product power, brand power, innovation power, international ability and carbon neutral ability, so as to continuously improve their core competitiveness, provide better products and services for consumers, and create greater value for the society. As a professional automotive industry consulting organization, Shangpu Consulting Group will continue to pay attention to the development trends and trends of China's automotive vehicle market, and provide professional consulting services and solutions for Chinese automotive vehicle companies.