渠道以退为进 合资品牌借机回血

Core Insights - The retail market share of domestic brands in China's automotive market has increased by 7.5% year-on-year to 64% in the first half of the year, while joint venture brands have seen their market share decline to 36% [2] - The decline in market share for joint venture brands is attributed to the rise of new energy vehicles and the strong emergence of domestic brands, leading to significant challenges for joint ventures [2][8] - Joint venture brands are undergoing channel reforms to adapt to the changing market environment, focusing on strategies that emphasize efficiency and customer engagement [6][20] Market Performance - Despite the overall decline in market share, some mainstream joint venture brands have stabilized or even increased their sales due to product strategy adjustments and significant channel reforms [3][4] - For instance, FAW-Volkswagen's sales reached 436,100 units in the first half of the year, a 3.5% increase, driven by strong performances from key models [3] - Beijing Hyundai also reported over 100,000 units sold in the first half, with significant growth in specific models like the new Elantra and Tucson [4] Channel Strategy - Joint venture brands are shifting from aggressive expansion to channel optimization, focusing on reducing the number of underperforming dealerships while enhancing the quality of remaining outlets [8][16] - The strategy includes a focus on dealer profitability, with measures to ensure that dealers can sustain operations and remain engaged with the brand [15][17] - Companies like FAW-Volkswagen are implementing policies based on return on sales (ROS) to improve dealer performance and operational efficiency [5] Innovation and Adaptation - The automotive industry is experiencing profound changes with the rise of electric, intelligent, and digital vehicles, prompting joint venture brands to innovate their sales models [9][10] - There is a growing emphasis on digital tools to enhance customer engagement and streamline operations, allowing for better data sharing between online and offline channels [9] - Joint ventures are exploring new retail models, including direct sales and experiential centers, to adapt to consumer preferences and market dynamics [9][18] Future Outlook - The restructuring of the automotive market presents both challenges and opportunities for joint venture brands, which must leverage their existing channel networks to remain competitive [20] - The focus on dealer profitability and channel health is critical for sustaining market presence and preparing for future growth [17][20] - By transforming traditional sales channels into user-centric ecosystems, joint venture brands can better navigate the evolving landscape and enhance their market positioning [20]