2023 is a key year for the high-quality development of China's auto industry. Under the background of the complex and changeable market environment at home and abroad, how to grasp the opportunities, meet the challenges and formulate effective marketing strategies for Chinese automobile enterprises is a problem worthy of in-depth discussion. This article will be analyzed from the following three aspects:

1. Expanding Domestic Demand, Improving Quality and Efficiency, Automobile Consumption Towards High-quality Development

According to data from Champ Consulting Group，2023In the first half of the year, China's auto market showed a steady upward trend, with national passenger car sales reaching1140Ten thousand vehicles, year-on-year growth6.8%, in whichSUVandMPVTwo major market segments outperformed, growing separately11.5%and16.2%. This shows that Chinese car consumers are still in strong demand for high quality, cost-effective and comfortable products.

Shangpu Consulting believes that the core of stabilizing bulk consumption is to stabilize automobile consumption. In the future, it is necessary to focus on the whole life cycle of automobiles, expand automobile consumption and promote the long-term development of the industry, and constantly improve automobile consumption policies. Specifically, we can start from the following aspects:

Optimize car purchase restrictions and promote the transformation of car consumption from purchase management to use management. At present, the relaxation of new energy car purchase indicators in Tianjin, Guangzhou, Shenzhen and other restricted cities and Hainan Province has continued.. It is recommended to further relax or cancel the purchase restriction policy, and strengthen the supervision and incentives for motor vehicle exhaust emissions, energy conservation and emission reduction.

Promote the second-hand car market to mature, improve the recycling system of scrapped motor vehicles, and promote the circulation of automobiles. At present, the circulation of used cars and the recycling of end-of-life motor vehicles are not enough to drive the cycle of consumption.. It is recommended to improve the second-hand car trading platform and evaluation system, and provide tax incentives and other policy support. At the same time, speed up the establishment of end-of-life motor vehicle recycling network, and encourage the development of green dismantling and remanufacturing and other environmental protection business.

Innovative consumption of new industries, new models and new scenarios, to further stimulate the vitality of the consumer market. With the development of digital technology, the demand of automobile consumers for personalized, intelligent and shared products and services is increasing. It is recommended that automotive companies be encouraged to carry out integrated online and offline marketing campaigns, using social media, self-media, and,KOLand other channels to enhance brand influence and user stickiness. At the same time, support automobile enterprises to cooperate with other industries to create cross-border integration of automobile and tourism, culture, education and other fields, and enrich the scene and experience of automobile consumption.

2. improve quality and efficiency, and promote the high-quality development of the new energy vehicle industry.

According to data from Champ Consulting Group，2023In the first half of the year, China's new energy vehicle market maintained a high-speed development trend, with production and sales completed separately.420.9million and411.510,000 vehicles, respectively, year-on-year growth69.2%and67.4%, the market share reached36.9%Higher than the same period last year.25.6%. This is due to the support of domestic and foreign policies, as well as the gradual establishment of competitive advantages by Chinese auto companies in the fields related to Sandian technology and intelligent driving.

Champu Consulting believes that the new energy vehicle industry has crossed10%penetration node, entering a high growth stage driven by the market. In the future, we need to focus on the mid-market, promote the continuous optimization of China's new energy vehicle market structure, and continue to inject development momentum. Specifically, we can start from the following aspects:

Research on car purchase support policies for the mid-market and continuously optimize the market structure. At present, my country's new energy vehicle market is mainly concentrated in the two extremes of low-end and high-end, and there is still a large gap in the mid-end market. It is suggested that according to the different needs of different market segments and target groups, targeted subsidies, taxes, purchase restrictions and other policy measures should be formulated to guide consumers to transfer to the middle market.

Accelerate the production and scale of core technologies, and comprehensively enhance the attractiveness of new energy vehicle products to consumers. At present, China's new energy vehicles in the high specific energy power battery,800VThere is still a certain gap in core technologies such as high-voltage platform, large-scale car gauge chip and lidar. It is recommended to increase R & D investment and industrial support in related fields, and strengthen the docking and interoperability with international standards to enhance the technical level and brand image of my country's new energy vehicles.

Unify and upgrade the next-generation electric vehicle charging standards and interoperate with international standards. At present, electric vehicle charging standards will also have a certain impact on the "sea" of new energy vehicles. It is recommended to formulate and implement more advanced and universal charging standards, and to be compatible or converted with major markets such as Europe and the United States, so as to provide consumers at home and abroad with a better charging experience.

3. speed up "going to sea" to build the international competitiveness of automobile enterprises

According to data from the Champ Consulting Group,2023年上半年，我国汽车出口达到180Ten thousand vehicles, year-on-year growth32.1%. Among them, the export of new energy vehicles reached39.2Ten thousand vehicles, growth rate1.1times, effectively driving the overall growth of the industry. This shows that Chinese auto companies have achieved new breakthroughs in overseas markets, especially the increasing influence of Chinese brands in the international market.

Shangpu Consulting believes that automobile export is an important manifestation of the high-quality development of the automobile industry and an important way for Chinese automobile companies to build international competitiveness. In the future, it is necessary to strengthen the research on overseas markets, make targeted product adjustments, and gradually consolidate the position of Chinese brands in the international market. Specifically, we can start from the following aspects:

深入分析海外市场的需求特点和消费习惯，制定差异化的产品策略。目前，我国汽车出口主要集中在东南亚、非洲、拉美等新兴市场，这些市场对于价格、耐用性、安全性等方面有较高的要求。建议根据不同市场的特点，进行产品设计和定价的调整，提供更符合当地消费者需求的产品和服务。

Strengthen brand building and marketing promotion to enhance the international popularity and reputation of Chinese brands. At present, China's automobile exports are still dominated by joint venture brands, and the recognition and influence of independent brands in overseas markets still need to be improved. It is recommended to increase brand investment and marketing activities in overseas markets, and use various media channels and social resources to enhance the image and reputation of Chinese brands.

Actively participate in international cooperation and exchanges, and expand partners and channels in overseas markets. At present, China's automobile export is facing some trade barriers and technical barriers, which affect the export efficiency and benefit. It is recommended to actively communicate and coordinate policies with relevant countries and regions, and establish stable cooperative relations with local auto companies, dealers, and service providers to jointly explore overseas markets.

Anyway,2023The year is a key year for the high-quality development of China's auto industry. In the face of the complex and changeable market environment, Chinese automobile enterprises need to grasp the opportunities, meet the challenges and formulate effective marketing strategies, so as to achieve both internal and external consideration, seek progress in stability and innovative development. Shangpu Consulting will continue to pay attention to the development of China's automobile industry and provide professional, comprehensive and timely consulting services for our customers.