Recently, an pessimistic view of self-owned brands has spread in the automotive industry. This view is also based on evidence. The sales data released by the China Automobile Association shows that in the first half of this year, the growth rate of the passenger vehicle market in the country once again slowed down to only 8%, of which the self-owned brands even saw a negative growth of 2%. Coupled with the continuous addition of cities to join the ranks of purchase, China Automobile Association is also pessimistically predicted that within 3-5 years, more than 50% of its own brands will die.

Under the background of “succession of self-owned brand”, it is indeed worth worrying about the overall downward trend of self-owned brands, but it is obviously premature and even biased to “badmouth” independent brands. Years of practice have proved that after years of fumbling up and down the domestic independent brands, only a few families have actually fallen, but have frequently extended their tentacles overseas.

As we all know, it is not easy for auto brands to survive in the domestic market. Without policy support, it is worth sympathizing with multinational corporations to enjoy full market competition. However, in recent years, independent brands have not been without bright spots. It can be seen that the market share of domestic independent brands is constantly expanding. Although there is still a gap between the market share target of 50%, significant progress has been made. In particular, in the top ten passenger car companies, the number of self-owned brands has not decreased. On the contrary, car companies such as the Great Wall have rapidly grown and entered the field of vision.

One fact that should not be overlooked is that, for independent brands, public opinion is not only discouraged, but it has just started to decline due to a negative growth rate of just 2%. This is worth pondering. We can hardly find out the reasons behind it. The Chinese market is still in a stage of full competition. The self-owned brands have undergone strategic adjustment, the effect of brand growth is not obvious, and consumers’ expectations for self-owned brands have also been reduced. This has caused the sales of independent brands to worsen. .

Worrying about it and saying bad things, in fact, we all want to see our own brand making great strides. Of course, in the narrow sense, perhaps most of the independent brand car companies will be eliminated in the future market competition. However, in a broad sense, China's auto brands will not die out. At most, they will merge and restructure in the new wave of big waves in the market to form several more competitive automobile groups and participate in international competition. This is a good thing for the overall development of domestic independent brands.

It does not matter if the temporary frontline shrinks. There is nothing wrong with criticizing independent brands. The most important thing is to encourage independent innovation. Afraid of fearing the healthy development of the self-owned brand itself, it was influenced by the policy of "deceased to decline" and the decision of the enterprise, and lost the confidence of growth.