Consumers to look for the knack at Beijing

　　Beijing Motor Show is about to kick off, which is undoubtedly a grand bouquet for automobile sector. With all the brand new vehicle models and beauties converging on the show, what are we looking at? It seems no problem. However, there is a saying that goes “laymen watch for fun while the professionals look for the knack. Vehicles and beauties actually go to the fun part, but for some people, who are crazy about vehicles, they are just looking for more at motor shows.

　　What on earth is the knack? Probably, much more experiences from motor shows will bring us a better understanding.

　　Aspect 1: brand new vehicle models and beauties are always the focus of a motor show.

　　Let’s take a look at the most eye-catching part at each motor show. Before each Beijing Motor Show, some Medias would carry out some survey that what consumers are expected to look at the most at a motor show. And the brand new vehicle models and beauties ranked in the former places. According to some audience at Beijing Motor Show last year, the love for beauty is the nature for all human beings. Since we can’t afford luxury vehicles, we just come here to feast our eyes, learn about the fashion trend as well as take a look at the fashionable vehicle lives.

　　With vehicles prevailing, China has already gained access to a vehicle society. The development of vehicles has been booming during this period. There was no same trend in two years. As for consumers, vehicles are not just the means of transportation, but symbols of people’s status and tastes. Therefore, people pay more attention to new vehicle models and their designs, which keep updating and are more and more beautiful and dazzling. The phenomenon exactly illustrates the advancing civilization of human beings. As Beijing Motor Show is themed as “imagine green future” this year, all automakers are trying every effort to follow the trend of energy conservation and low-carbon. So the first level of viewing a motor show is looking for the fashion and following the trend.

　　Aspect 2: consumers should be demand-oriented and take a look at whatever they want.

　　“I would like to buy FAW, Benteng B50 since it was launched last year. However, my friend of mine thought the newly-launched vehicles are not mature enough. So it just so happened that Beijing Motor Show is about to open, and I will take a look at the model at the show to reaffirm my faith over it.” Mr. Wang from Beijing has said so. People, who have the same thoughts, are not few, and stand for the second meaning of the motor shows. Affected by the state stimulus, China has climbed to another peak of purchasing vehicles. There were emerging complaints about a lack of channels for people to learn about vehicles, so the phenomenon arose, such as Mr. Wang, who could not reassure his purchasing faith. People would take a chance of motor shows to compare their favorite models and get close to feel the charm of vehicles, and make up their minds finally. Those are the second meaning of motor shows.

　　Aspect 3: Chinese indigenous automakers made an appearance at Beijing Motor Show.

　　Next, let’s talk about the unique background of Beijing Motor Show this year. Owning to China becoming the world’s largest automobile market last year, it has raised the position of Beijing Motor Show in the world. According to sources, automakers, from home and abroad, had been well prepared for the motor show before it kicked off. You may smell the intense before the war break out. Facing the competition with the global automakers, domestic indigenous automakers which had already made contributions to exceed 13.6 millions units in the sales and production capacity last year, are expected to show their power to the world. As an economy entity with the fastest development, “made-in China” has been gradually recognized by the whole world. However, “made-in China” only depends on the manufacturing can’t win the future in the global market, but has to transform into “invented-in China”. If motor shows could make through in this aspect, it will be another significant meaning for consumers to look for.

　　Aspect 4: Reaffirming the purchasing faith depends on automakers’ power.

　　Ordinary people are looking for such aspects at a motor show as fashionable trend, self-demand, and a motor show’s background. But as for people who really know vehicles, these aspects should go to “the outsiders' fun part”. Actually, even if audiences have already learned about “the fun part”, they should take the fourth meaning of a motor show as their priority: learn about the technical power.

　　No matter brand new vehicles with fashionable trends, or vehicle models consumers preferred, it must be a great power and advanced technologies behind them. Recently, many insiders have reached an agreement: building the system ability competency for the enterprises, which includes technology, management, organization and other levels, decides the future orientation of China’s automobile sector. However, this ability competency is just what domestic automakers lack. Hence, if Chinese indigenous automakers could attract audiences and regain their confidence by their power and technologies, it will be a giant leap for their advancement. Only if domestic automakers are supported by technologies, they would fundamentally not only reaffirm the confidence over consumption, but also the bright future of domestic automobile sector. As an insider who knows about automobiles, you should look at the vehicles’ hearts the moment you look at their appearances. Look at the trend while look at its power and motive force. Look at the brand new vehicles while learn about the automakers. Besides the demand, you should have a complete insight into the vehicles as well.

　　Since Chinese automobile market has become No.1 in the world, with over ten millions of units, People are looking forward to learn about China’s power, but would like to know more how China would transform from “made-in China” into “invented-in China”. Reviewing the past ten years of Beijing Motor Shows, domestic indigenous automakers were not just recognized by the world, but by domestic consumers owning to their lacking in independent core technology. At that time, motor shows were flooded with global automakers’ concept vehicles, brand new models, and luxury vehicles, while domestic independent vehicles came down to supporting roles. Nevertheless, people start to feel the strength of China’s power, with its vehicle sector achieving great advancement in recent years, including Chinese independent brand vehicles exceeding over 13.6 million units in the sales and production in 2009, ranking top1 in the world, Li Jun from FAW elected as the president of the International Federation of Automotive Engineering Societies, Geely purchasing Volvo and BYD join hands with Daimler in 2010. Under such background, some domestic automakers shift their focus on the achievement of core technologies and innovation ability of vehicle system to draw people’s attention with independent technologies as well as demonstrate its strength of “invented-in China”. These aspects are supposed to be the focus of Beijing Motor Show this year.

　　As for an audience who really knows vehicles, concerns vehicle technology and the development of China’s vehicle sector, the most practical way for them to sharp their eyes and clear their heads are focusing on technology achievements, the research ability and enterprises’ inside information, besides the motor show’s background, the trend and independent demand. (Translator: Qinghua/serena)

　　See original Chinese report please clicks:

　　http://auto.sohu.com/20100415/n271518574.shtml