中国SUV品牌实现高端突围

08 December 2018
This article is more than 1 year old.

· 中国SUV品牌在中高端SUV市场实现高端突围。相关品牌如WEY在推出的两年内突破20万辆。

· 市场调研显示,越来越多的中国消费者正摒弃对中国自主汽车品牌的刻板印象。比如消费者认为WEY比路虎的外观更为新潮。

· 2017年到2018年中国汽车品牌的总价值增长了92%,相比之下,其他国家的品牌价值增幅仅有8.6%,中国汽车品牌的发展有广阔的空间。

· 中国汽车品牌在产品技术及配置率方面远超合资品牌车型,以最佳性价比逐步主导新兴市场,特别更好地迎合了年轻用户群体的用车需求。这些汽车品牌在中国国内有巨大的发展潜力,而在国际上成为知名汽车品牌的过程,也令人期待。

据全球领先的品牌价值评估和战略咨询公司Brand Finance的行业报告显示,随着中国汽车品牌不断进行科技创新,中国SUV品牌与合资品牌的差距正在缩小。在中国SUV品牌向上发展的同时,合资品牌包括豪华合资品牌的价格不断下探,以抢占市场份额,致使中国SUV市场的竞争压力不断增大。

尽管当前中国汽车品牌的市场定位以中低端为主,但是随着消费升级和技术升级,诸多中国SUV品牌如长城汽车旗下的独立子品牌WEY和吉利集团旗下的品牌领克突出重围,成功地冲击了中高端15-20万元价格区间的市场。WEY和领克在上市后的短短两年内迅速发力,至今年八月,两者的销量分别占该价格区间市场份额的7%和4%。在推出WEY品牌的两年内,其销售迅速突破20万辆,有逐渐占据市场主导地位的趋势。

过去,市场充斥着对中国自主汽车品牌的刻板印象,令中国消费者购买自主品牌时信心不足,致使不少中国消费者甘愿高价购买合资品牌车型。然而,据Brand Finance的最近时期的第一手市场调研显示,中国新一代汽车消费群体趋于年轻化,越来越多的中国消费者尤其是90后的年轻群体,已经摒弃了对中国自主汽车品牌的刻板印象,他们意识到一些本土品牌的产品质量和技术含量正在实现巨大突破,由此并不十分关注SUV是合资还是中国自主品牌。

Brand Finance 汽车部门总监Alex Haigh 评论道:“由于中国汽车品牌的价格相对低廉,在西方消费者眼中一直不如西方品牌的质量和安全性能有保证,因此一直以来他们都视中国汽车品牌为所谓的‘替代品‘,这为中国汽车品牌打入国际市场造成不小的阻碍。我们注意到WEY品牌在国际市场上布局谨慎,着力投入在提高品牌价值定位以及面向未来的产品研发上,这使我们从专业角度有理由相信,WEY是汽车品牌一颗冉冉升起的新星。它以及其他优秀的中国汽车品牌在不久的未来,将有实力在国际舞台上与国外顶尖品牌进行抗衡,并最终有可能成为下一个像大众一样的全球知名汽车品牌。”

合资品牌在舒适度、品牌知名度和科技性能等指标上往往比中国品牌表现要好。中国品牌在完成自己定位于高端品牌的路上还有很长一段要走,但目前中国SUV已经在性价比和吸引年轻顾客上竞争实力非常强。在一些情境中,消费者对中国SUV品牌的偏好度超越了合资品牌。市场调研显示,品牌来源国效应是所有汽车购买偏好动机中最为薄弱的,这表明市场上没有明确的因素阻碍消费者选择中国自主的SUV品牌。

中国SUV品牌有能力通过优良的设计、合适的车型、优质的服务、有力的推广,高效的分销渠道再加上更为健全的品牌定位,实现市场需求的更大范围增长。今年在2018世界杯期间,WEY品牌签约C罗为品牌代言人,进行整合营销传播,受到更多年轻用户的青睐和认可;领克的年轻化创新营销,也令人耳目一新。市场调研显示,消费者认为WEY比路虎的外观更加新潮,品牌调性更加前卫。

Brand Finance 汽车行业总监Alex Haigh 评论道:“突破更高端细分市场的关键在于提高品牌感知力,以避免价格竞争。在中国SUV这一细分市场中,消费者主要在意的是拥有宽敞的内置空间、科技含量高并给人可靠感觉的汽车品牌。他们对品牌是否来自于某个特定国家并不在意。”

中国自主品牌的时代将要到来

我们的调研显示,消费者对中国自主汽车品牌的熟悉度以及产品的理解度相对较低。如消费者对成立仅两年的新品牌WEY的熟悉度为60.3%,而对已进入中国市场20年的本田品牌的熟悉度为86.2%,这是因为品牌深入人心需要时间的积淀。然而,在短短两年内WEY就能够达到如此高的品牌熟悉度,也将我们的研究重心从其他品牌进一步聚焦到WEY上。

60.3%的熟悉度,从侧面表明了长城已成功地为WEY品牌铺就了更为广阔的上升空间。同时,这一结果也表明若消费者能对中国品牌的汽车有更多的了解,通常更容易形成更积极的品牌印象。

如果你对SUV市场有一定了解,不难发现WEY不但在技术上比吉普、本田、起亚更加先进,在外观上也比上述品牌甚至是路虎都更具时尚气息,此外,WEY在汽车电动化的大趋势上也领先一步。分析表明WEY的产品定位充分契合了汽车产业发展的重要方向。

Brand Finance 汽车行业总监Alex Haigh表示:“日韩汽车品牌在国际市场的成功表明,不存在任何消费认知性或框架性的原因会导致欧美以外的汽车品牌难以与西方同类产品展开竞争。如果中国汽车品牌能够抓住市场机遇,提供优秀的产品,并配合有效的营销,其未来不仅将在国内市场上大有作为,也能在国际舞台上有所建树。”

通过中国消费者对SUV品牌在社交媒体的好感度分析,我们发现WEY、领克和传祺这三个国产汽车品牌在过去一年都赢得了颇为积极的评价。这三个品牌中,传祺表现最佳,但这与其大力的营销宣传密切相关。WEY和领克也收到了消费者的大量好评,这体现出了这两个品牌未来巨大的潜力。

点击此处查看Brand Finance 2018年中国汽车产业报告

研究方法
Brand Finance对中国境内共405名SUV车主以及潜在购买者进行了基于数学建模的问卷调查。其中“潜在购买者”的定义是预计在未来三到六个月内有购买计划的消费者。所有被调研者都已拥有SUV或者正在考虑购买。
调查样本涵盖了18-65岁的人群,并且按年龄和性别进行严格的配额设定,以确保样本最大程度上反映中国目前和潜在的SUV市场。
实地调研的合作方是在线调研全球领导者Toluna。Toluna在68个国家设有专门的调研机构,其中国分部拥有超过600万的受众群体。
此外,Brand Finance在2018年10月还针对中国消费者做过各大SUV品牌社交媒体好感度的调研分析。我们使用的Radarly社交监控平台拥有每天捕获并分析1.5亿个信息源的能力(其中包括社交媒体,博客,论坛和网站),其对微博和微信等中国主流社交媒体的信息覆盖能力和效率尤为突出。

编辑寄语
完整的调研结果和专家分析请参阅Brand Finance 2018年中国汽车产业报告。
未经Brand Finance书面同意,不得将来自Brand finance 的排行榜和报告用于任何商业或技术目的。

关于Brand Finance
Brand Finance是全球领先的品牌价值评估和战略咨询公司,我们在全球20多个主要经济体设有分支机构。通过量化品牌的财务价值,我们为营销人员、品牌管理者以及投资者提供全球最专业的品牌分析。
凭借战略、品牌、市场研究、视觉识别、财务、税务和知识产权法务等方面的专业知识,Brand Finance弥合了营销和财务之间的鸿沟,以品牌和商业价值的最大化为目的,帮助客户做出正确的决策分析。

联系人
陈忆登
中国区 总裁
T: +86(0)18601188821

[email protected]

陈维静

中国区 顾问

[email protected]

Media Contacts

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Senior Communications Manager
Brand Finance

About Brand Finance

Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations of all kinds make strategic decisions.

Headquartered in London, Brand Finance has offices in over 20 countries, offering services on all continents. Every year, Brand Finance conducts more than 5,000 brand valuations, supported by original market research, and publishes nearly 100 reports which rank brands across all sectors and countries.

Brand Finance is a regulated accountancy firm, leading the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671, and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.

Methodology

Definition of Brand

Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.

Brand Strength

Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.

Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.

Brand Valuation Approach

Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.

The steps in this process are as follows:

1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.

2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.

3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.

4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.

5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.

6 Apply the royalty rate to the forecast revenues to derive brand revenues.

7 Discount post-tax brand revenues to a net present value which equals the brand value.

Disclaimer

Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.

The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.

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