中汽协柳燕：中国汽车应跳出“单打独斗” 共塑中国品牌

Core Viewpoint - The automotive industry must embrace long-termism to navigate the challenges of intense competition and achieve sustainable development, moving away from short-term profit-driven strategies [1][2]. Group 1: Long-termism in the Automotive Industry - Long-termism emphasizes quality, innovation, brand building, and deep user value exploration, rather than being swayed by short-term market fluctuations [1]. - The shift from a "traffic frenzy" to rationality in the market necessitates a commitment to long-term strategies for sustainable growth [1][2]. Group 2: Impact of Short-term Competition - The rise of "new forces" in 2020 led to a marketing evolution characterized by social media influence, but by 2024, the industry faced severe "traffic internal competition" and price wars [2]. - This short-sighted competition has diluted brand value, decreased user trust, and worsened the industry ecosystem [2]. Group 3: Importance of Brand Building - Brands are crucial assets and represent a company's strength; without strong brands, every sale becomes costly and unsustainable [2]. - Continuous investment in brand building is essential for Chinese automotive brands to become globally recognized [2][3]. Group 4: Key Principles for Building Chinese Automotive Brands - Three unchanging principles are highlighted: user-centric focus, adherence to legal and ethical standards, and long-term brand investment [2]. - The industry must avoid short-term gains and instead focus on strategic brand development to ensure longevity [2]. Group 5: Building a Collective Chinese Automotive Brand - The perception of Chinese automotive brands is still limited to "cost-effectiveness," and there is a need to enhance their global image [3]. - A critical window exists for the industry to collaboratively build a strong Chinese automotive brand identity [3]. Group 6: Initiatives for Brand Development - The China Automotive Industry Association has initiated a research project titled "China Automotive Big Brand Image Construction Report" to systematically promote the development of a collective brand [4]. - The focus is on transitioning from individual efforts to collective advancement, emphasizing value creation over price competition [4].