Throwing this question, I got many experts' answers, and Bian Xiao sorted out some. Let's discuss it together:
Love your car:
The main reason why French cars are cold in China market is not only the marketing problem, but also the product itself. French cars are like works of art based on fine goods, but this kind of works of art is not to the taste of China consumers. Although China is already the first new car market in the world, due to its late start, domestic consumers have not even begun to rationally consume high-quality goods, let alone consume artworks (based on automobile culture).
French cars have a kind of narcissistic self-esteem, a kind of romance that requires others to appreciate quietly, and it is precisely this character that makes French cars lie in the combination of China market, which is really unlike the more specific German car technology and Japanese car design in Crash into a Building. Japanese people give priority to the characteristics of their own needs when building cars, and Japan's national conditions are similar to those of China, so its products are basically more in line with the tastes of China people. Needless to say, it is almost the right medicine for Germans to build cars, and consumers are willing to pay the bill.
High city view:
This problem may involve many factors, so I'm here to try to teach others how to teach an axe and express my own views.
Overconfident. Actually, Guangzhou Peugeot was established as early as 1994, and it was one of the earliest joint venture brands to enter the China market. However, French cars missed the opportunity. In the process of production and operation, they didn't pay attention to the localization of enterprises, didn't introduce new cars and new technologies in time, and just sold the parts to the China market at high prices. In short, a series of decision-making mistakes made it bankrupt at 1997, and finally made Guangzhou Honda. After that, seven years have passed since the joint venture between Peugeot and Dongfeng. During this period, many joint venture brand car companies developed rapidly and earned a lot of money. It can be said that the French car got up early and caught a late gathering, which failed to grasp the opportunity of the development of China auto market. If you come late, you will naturally pay the price. The status and influence of brands in people's minds naturally decrease. Establishing a brand and winning the market naturally require more efforts.
2. "Unique" design. The French are famous for their romance, but they are also more romantic and unconventional in making cars. The result is that people who like them like them very much, and people who don't like them hate it to death. At present, consumers in China prefer to follow the crowd. Therefore, the appearance cannot impress consumers in China, and it is more difficult to attract consumers in China by relying on the advantages of stable chassis and precise control, because many people directly deny the appearance.
3. Pricing strategy. French cars are more in line with mainstream joint venture brands in pricing. However, brands and products lack sufficient support, and such pricing often fails to achieve the expected results.
I thought about it and came up with these points. In fact, the development of French cars is not smooth, which is the result of many factors. If French cars want to be popular in China market, I'm afraid we should make more efforts to grasp the needs of consumers.
Living in Utopia:
French cars actually entered the China market very early, and the symbol 505 of that year was also a very classic model. Another car, Fukang, is as famous as Volkswagen Jetta Santana because of its solid leather and durability. It can be said that its popularity and starting point are very high.
However, after so many years, the development of logo seems to be going backwards. The reasons are nothing more than the following.
1, the shape design is too individual, and the romantic atmosphere of the French is vividly displayed in the car design. At that time, Citroen Picasso gave people the impression that it was an abstract car, and then all kinds of "anti-human" designs, such as the central dashboard and the steering wheel that could only rotate outward, shut out a large group of consumers with traditional aesthetics.
2. The technology update is too slow. For a simple example, when the 6-speed gearbox has become more popular and everyone starts to get on the 7-speed or 9-speed gearbox, Citroen still holds its own 4AT gearbox. Nowadays, consumers are very professional, so of course they don't buy it.
Speaking of quality problems
Citroen should be proud of its chassis and handling.
There may be a gap with Japanese cars in fuel economy, but French cars are really comfortable to drive, especially when the chassis is set at high speed, which gives people a very solid feeling.
In recent years, Citroen and Renault, as symbols of French cars, began to pay attention to the China market, and also launched a number of popular models, and the shape design gradually combined personality and aesthetics better. In recent years, French cars have made good progress.
Love is like air:
How about French cars? I don't think so at all I have an imported top-mounted DS5 with a price of 34.88W, which is considered as the high-end of French cars. I bought it at that time because I liked its appearance and interior. Now it has driven tens of thousands of kilometers. Tell me how I feel. At 20,000 kilometers, the so-called 1.6T star engine jointly developed by PSA and BMW began to leak oil. 25,000 km maintenance, oil alarm at 2000 km. Four doors are very comfortable to enter, but they have been abnormal since I bought them, and the four doors are broken in turn. Some people say that the venue is good, which I don't deny, but you say that the torsion beam is better than the single suspension, so I am hehe. After hanging the speed bump, I really want to call dad. I will fly directly without slowing down. At first, France and 4S were very conceited. In less than two years, the 4S store closed down. In Zhejiang, I think French or China joint-venture factories really don't respect our consumers. As a car owner, I won't consider French cars any more.
Wine monkey:
French cars don't sell well for many reasons.
First of all, due to the nature of the French, French cars are very casual from design to assembly. This has caused the problem of French cars to be generally high. This problem is also well known in Europe. So French people in Europe are more willing to buy German cars. And France's own car companies have been getting worse and worse.
Secondly, the French are inherently arrogant. I always thought my things were very good, and generally looked down on China. This has caused the cars they sell to have quite low configuration, old technology and low configuration. Under such assembly quality and product quality, coupled with such low configuration. It would be strange if he could buy it.
It comes down to the price. Sometimes I really don't understand what's going on in the French mind. With your configuration, your workmanship and your overall quality. How dare you sell so many expensive cars of the same class and model in Germany? Not to mention comparing Japanese cars. Although I don't like Japanese car people, although the materials are particularly tight, the assembly technology of Japanese cars is obviously very high. This is why it is generally believed that Japanese cars are of good quality.
Finally, there is the issue of publicity. French people are often self-righteous because of their arrogance. For example, the French think their luxury car ds. That is to say, it is a bit famous in Europe. I came to China and wanted to compete with bba directly. However, bb has been deeply involved in China for many years and knows the preferences of China people very well. It is funny that the French dare to sell such a broken thing at that price.
I just want to say that compared with the current China cars, the cars of these foreign companies are really not bad. Compared with the French, our quality is indeed much better than the French. If not as good as the Japanese, at least it is better than the Germans. If you don't believe me, you can go to Chezhi.com. You can look at the ranking of complaint volume data in the same proportion. Compared with imported joint venture cars, the failure rate of domestic cars is only low. So please have some confidence in the national car and don't look at it with the old eyes of 230 years ago. I'll understand when I buy it. It's really good.