After all, the "curse" has been broken: this year's Shanghai auto show, the past year, all companies have come forward, and scrambling to participate in the exhibition has become history. The Chinese auto show has finally changed its face.

One side is Michelin, Renault and other exhibiting giants in recent years, rapid decline, one side is a multinational giant carrying 13 models of high-profile world premiere exhibitors, "Icefire two heavy heavens" posture to let the Shanghai auto show in the context of the financial crisis, more than in previous years, "see "Head" is also more worth pondering. In today's structural adjustment of the automotive industry surging, the car companies that originally rushed to participate in the exhibition finally understand rationality and moderation. The Chinese auto show and the Chinese auto market may all develop toward a new pattern after the Shanghai auto show.

Exhibitor Game Organizing Committee

The Michelin Group, which had been participating in the Shanghai and Beijing International Motor Show for 10 consecutive years and provided a powerful news center for each exhibition, suddenly announced its withdrawal from the Shanghai Auto Show last month.

From the withdrawal of Michelin, we can clearly feel that the world has changed.

In 2008, affected by the financial crisis and natural disasters, China's auto market staged a "high-stage diving," and the depressed market and overstocked inventory made all manufacturers and distributors miserable.

At the Guangzhou Auto Show at the end of 2008, a person in charge of a car company smiled and told reporters: “The company has spent at least half a year each year in preparation for the Shanghai Auto Show, the Beijing Auto Show and the Guangzhou Auto Show, and is sponsored by the domestic auto show. The party is basically a combination. Abandoning any exhibition may lose the opportunity to participate in other domestic auto shows."

As we all know, the gatherers of several major auto shows in China are generally the China Automobile Industry Association, the China Council for the Promotion of International Trade, the Automobile Industry Sub-committee, the China Eastern Economic and Technical Cooperation Corporation, and the China Automotive Engineering Society. The number of booths at the Beijing Auto Show is US$300 per square meter, while that at the Shanghai Auto Show is as high as US$360 per square meter.

This is an intriguing game between the organizing committee and exhibitors. It is extremely difficult for exhibitors to make choices to give up. After all, China has such a big market, car companies want to share a share, always willing to invest.

Absence of some car companies and parts

Chrysler, whose headquarters is far away from the United States, is in deep water.

Although the future is uncertain, Chrysler still chose to exhibit. A spokesman for Chrysler China said that although the US headquarters is in trouble, the Chinese market cannot be ignored in any way. The reason why the company is still putting new cars into the Chinese market and carrying out marketing activities under tight funding conditions is to show its "market presence." This is also the purpose of participating in the Shanghai Auto Show.

"Enterprise existence" has basically become an important reason for most companies to exhibit. Many companies are worried that if they do not participate in the exhibition, “there will be people think that the company's operating conditions have a problem.” In order to prove the "business presence," companies do not seem to have the courage to say "no" to large and small auto shows.

However, the "curse" was eventually broken: At this year's Shanghai Auto Show, it was history that all companies in the past swept to the front and scrambled to participate.

According to report, many parts manufacturers, such as Magna International, ArvinMeritor, American Axle Manufacturing, Delphi, and Johnson Controls, all said they would not participate in this exhibition. There are also a number of vehicle manufacturers, such as Daihatsu, Fiat and Spyker have also announced their withdrawal from the auto show. This is absolutely nothing in the previous domestic large-scale motor show.

Some exhibitors in previous years have also reduced the scale of this year's exhibition. The Chinese auto show has finally changed its face.

Many companies once thought that as long as they were willing to spend money on advertising, they would have exposure and would have a turnover. The financial crisis gave companies a chance to introspect. Under the pressure of the capital chain, many companies have finally realized that marketing is no longer the pointless way to “spread the net”, but according to the company’s own situation, rational and appropriate choice of marketing strategy is an important fundamental to the evergreening of the industry. .

The Chinese market has become a strategic high ground

Although many multinational giants chose to “tighten their belts” at the other auto shows this year, or simply “not to write a single word,” they are still “professional” at the Shanghai auto show.

It is reported that the absence of the Porsche at the Detroit auto show, its heavyweight model Panamera at the Shanghai auto show debut; has been absent for two consecutive Shanghai auto show Dongfeng Motor Group, the last FAW Group, will also be 2500 square meters and 2,300 square meters respectively Scale exhibitors.

According to the organizing committee of the Shanghai Auto Show, the total scale of the Shanghai International Auto Show was 170,000 square meters, which was 20% more than that of the previous auto show, which was the highest in history. The world’s first car models for multinational car companies will also reach the highest 13 models in China’s auto show history.

A GM official said in an interview with reporters: "The GM will bring 37 new cars to the show, including 1 world premiere and 5 Asian premier cars to demonstrate its long-term commitment and confidence in the Chinese market. ”

Indeed, during the financial turmoil, the strong sales in the Chinese market are undoubtedly the best to impress automobile manufacturers. Many multinational giants have encountered Waterloo in other countries and have ushered in a good start in the Chinese market. An industry expert said: “Now many auto shows in the world are very sluggish, but the Shanghai auto show is a glorious scene. There are two main reasons: First, the Chinese market has been growing rapidly; second, the Chinese market is still growing rapidly. The facts also prove that while the traditional automobile markets such as the United States, Japan and Europe are falling and approaching saturation, only the Chinese market has maintained its vitality and growth potential."

"The future is bright." Many people are saying that China's total demand for automobiles exceeds 10 million this year is no longer a dream. This milestone-like figure cannot fail to make all people bloody. However, this catch-up in the process of decline in other countries, people are full of worries about the future of local auto companies. Although the Shanghai Auto Show has given us confidence, but whether the Chinese auto industry after the incarnation of the world’s largest market can break into the butterfly and climb to the top of the world’s number one auto powerhouse, this issue requires companies, governments, consumers, etc. After the efforts of all parties, there will be a positive reply.

Reporter observation

Auto show changes its face to deconstruct the new pattern of industry

In 1886, when the Germans Carl Bentz and Daimler installed gasoline engines on a tricycle and a wagon, respectively, the two were called "Benz 1" and "Daimler 1 No. "Carriage-style cars have opened the curtain of the world's auto industry for more than 100 years. For more than one hundred years, you have been singing and calling me. The protagonists are constantly changing, from Europe to the United States, from the United States to Japan, from Japan to South Korea, and these protagonists continue to write about the automotive industry. Myths reflect the characteristics of the times and technological development. Today, taking the financial crisis as an opportunity and the Shanghai Auto Show as a watershed, another era is about to end and a new century is coming.

The three giants of the American auto giants are unable to wheeze in the quagmire of bankruptcy. The Japanese automobile industry is hard to conceal the declining succession of consecutive years of decline. The European auto industry seems to have picked up but it is hard to avoid being forced by the outside world. The surging financial crisis has accelerated the development of the concept, technology, and product characteristics of the international auto industry, and has extended to the overall re-deconstruction of consumer car purchases, market sales patterns, and car brand culture. This contest of power is now falling into the trap of globalization. The United States will not be beautiful. It will not be a day. Toyota and GM are disappearing. The trend of the times has given the car a new meaning.

Just as Cadillac's slogan: A car, if it is only seen as a means of transportation, it is a lifeless steel machine that is always immortal; if you can experience the pulsing from every detail of it, it is a The priceless works of art allow you to feel the existence of its life. Looking at the history of automobiles for centuries, every innovation and every local change is full of vitality. Some people say that cars are the product of a combination of high technology and art. Because of this, it is not as boring as textbooks, it can have a lot of fans in the world.

The changes are already being staged. The next one is who will come out and who will open a new era. We will wait and see.