At the beginning of 2013, the FAW Group of independent brand question sound continuously.

From " Oulang loss ", to " R & D out of touch", then to " ambiguous ", the FAW Group is faced with a full range of challenges. After years of waiting, the independent brand army one by one to go into battle. Lang let lose the first battle, FAW Group, the next red flag became the strategic piece of FAW Group " can"t lose ".

China Automobile Industry Association statistics, in 2012 the FAW Group of independent brand sales to Dongfeng Group beyond, ranking third in the industry.

FAW Group total sales volume ranking to rise, and the independent brand sales decline is closely related to. According to the national passenger car Market Association ( hereinafter referred to by the Federation ) statistics, in 2012 the FAW Group of independent brand sales of 305210 units, down 24.6% year-on-year, in contrast, SAIC and Dongfeng Group"s independent brand sales were up 23.35% and 39.10%. " China FAW " old style is hard to find.

Unknown future Oulang

In 2012, FAW Group sales again by Dongfeng Group beyond, ranking third in the industry. Understand according to the reporter, the total sales volume of sales decline decline associated with the independent brand in the very great degree. Data shows, 2012, FAW Group of independent brand sold 305210 cars, 24.6% year-on-year decline.

By the Federation data display, FAW Group Oulang brand in 2012 total sales of 6154 units, 3085 units in ending inventory. This means that, more than half of manufacturers sales to dealers in the market, sales of less than the dealer inventory.

" Daily economic news " reporter visited the Beijing FAW car dealers found, released last April, Oulang brand, has been set aside in a corner store, because no one shows any interest in, there is a layer of dust had been publicity card, and had deserted the FAW car dealer shop, the sales staff has no recommendation for Oulang enthusiasm.

This and the listed at the beginning of the fiery form sharp contrast. In order to represent the highlight Oulang brand dynamic and fashionable, FAW car had spared no expense to make the exclusive songs and micro film, Oulang brand from appearance to appear on the market, all the way is to show people the way of the concert.

This break the normal procedure propaganda way, once considered the positive attitude of the group hug market. Then the FAW car responsible person was extremely elegant and valuable said, " in order to be able to accurately propagate Oulang young fashion brand, the company will be spared no expense to build. "

However, money is not as Oulang brand brings big market. After a two month before the listing to sell more than 2000 vehicles, Oulang brand started the month sales to tough days of thousands of.

" Born to down to earth Oulang, difficult to connect to the earth. " Analysis of Oulang brand to win the market, industry sources have said so.

From the overnight by the Pentium B30 changed its name to the vehicle design, R & D center of FAW out of the market, then no economic models of marketing experience in sales team, Oulang brand is difficult to pick the " gas" is not difficult to understand.

However, the FAW Group related responsible person said in accepting the " daily economic news " interview with reporters, the FAW Group for Oulang brand or debate.

Yet to be the market test the red flag

" Logo is higher than the safety requirements, the car "s shape can be listed by the national standards? " In the new red flag car fence blocked exhibition, an old man to China FAW booth staff asked.

The staff answer truthfully, "old man, you really knowledgeable, the car did not face the market "s final appearance, used for military and other important occasions. "

The episode occurred at the 2012 Beijing Motor Show ( micro-blog ) new red flag first show site, the old man is the former Ministry of machinery industry automotive division director, director of the Bureau of national machinery industry, China Automobile Industry Association Deputy Secretary-General Du Fangci.

In April of this year, FAW Group of independent brand key models -- red flag will be officially listed. After years of honed, three degrees listed Red Flag brand, is the FAW Group as the independent brand counterattack. FAW Group even said, the red flag is representative of the FAW brand.

" However, because of the special nature of the Red Flag brand, when it listed, how to layout the these problems, not the FAW Group decision. " Informed sources close to the FAW Group said, FAW Group had received a clear mandate, " Eighteen ", all the government gradually replaced for the new red flag car. Later, shelve the plan, no subsequent replacement time.

" If you don"t take large amounts of government procurement route, the red flag market prospect is also harmful. " Analytic personage points out, after the independent brand high-end transformation has been basically completed, " fight " own brand " army ", in the brand and product advantages are not obvious.

Now, FAW red flag planning for living a path of market. This " the ideal and the reality gap, let the red flag " has several. Stage a comeback of the red flag how to change?

Du Fang to the " daily economic news " reporter said, the Red Flag brand through the possibility of market competition is talent showing itself. And let it direct to accept the test of the market competition, as in the official car took the lead in the field of Red Flag brand popularity. In the exemplary role to appear, then the market popularization, effect is better.

In July 15, 2013, will be the 60 anniversary of the founding of the FAW Group is an important anniversary. The message says, the FAW Group will be a lot of " important moment " for the celebration. The people said, FAW Group would like to take this opportunity to straighten out these years, existing problems, and aimed at the future strategy for carding and deployment of clear.

FAW independent brand, especially red rebirth, when really come into the market, remains to be tested.