JAC Mo­tors Chair­man An Jin: JAC Aims to Re­al­ize Brand Up­grad­ing

China's Foreign Trade (English) - - Cover Story - By Wu Ming

The break­through does not mean the en­large­ment of busi­ness size, but the im­prove­ment of brand.

“JAC will trans­form its de­vel­op­ment strat­egy from op­er­at­ing prod­ucts to op­er­at­ing brands.” This is a sen­tence se­lected from the 2017 strat­egy plan of JAC Mo­tors, in which the com­pany set a small tar­get of sales: sell­ing more than 700,000 ve­hi­cles next year com­pared to 650,000 ve­hi­cles last year. JAC Mo­tors also blueprinted a goal – to en­hance JAC brand in­flu­ences and rep­u­ta­tions through im­proved qual­ity and ser­vices. This is be­cause JAC peo­ple have al­ways at­tached great im­por­tance to brand re­fine­ment. Mak­ing break­throughs

The break­through does not mean the en­large­ment of busi­ness size, but the im­prove­ment of a brand. Break­throughs will be fully made when JAC self-owned brands are able to com­pete with joint-ven­ture brands.

The year 2016 is a year of well-grounded ac­cu­mu­la­tion and de­vel­op­ment for China’s self-owned ve­hi­cle brands. Th­ese brands have main­tained rapid growth fol­low­ing 2015 and the mar­ket share is climb­ing fur­ther. Selfowned ve­hi­cle sales have sur­passed 10 mil­lion for the first time. JAC Mo­tors Chair­man An Jin said that af­ter years of un­re­lent­ing ef­fort, China’s self- owned ve­hi­cle brand com­pa­nies have achieved en­cour­ag­ing progress. But the true break­through has not yet ar­rived even if the

mar­ket share has reached over 40%. “The rea­son is the lack of brand power. The break­throughs will be truly re­al­ized when the brand im­proves, rather than the rise of sales vol­ume. We will be suc­cess­ful only when it oc­curs to cus­tomers that Chi­nese self-owned brands are able to com­pete with world fa­mous brands. The sales can be in­creased through var­i­ous means, but the brand en­hance­ment is the key to next- phase de­vel­op­ment of Chi­nese ve­hi­cle in­dus­try,” said An Jin.

A self- owned brand nor­mally ex­pe­ri­ences four phases of de­vel­op­ment in­clud­ing: emer­gence, bar­baric growth, busi­ness de­pres­sion and re-in­vig­o­ra­tion. Ac­cord­ing to An Jin, the first three most dif­fi­cult phases have been gone through al­ready, and now Chi­nese ve­hi­cle mak­ers have built up the R& D ca­pa­bil­ity and re­al­ized the im­por­tance of brand qual­ity. In the past, the whole in­dus­try was talk­ing about the chance of sur­vival for Chi­nese self-owned ve­hi­cle brands, and now the topic has shifted to brand fu­ture de­vel­op­ment. We shall not stay in the cur­rent com­fort zone, but make fur­ther progress in prod­uct qual­ity, tech­nol­ogy and brand­ing.

JAC Mo­tors’ global busi­ness has be­come pros­per­ous in 2016. By stick­ing to the sales strat­egy that fo­cuses on key mar­ket, key cus­tomers and key prod­ucts, JAC’S ex­port vol­ume has climbed to the fifth place of the in­dus­try.

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