How long does the expert focus on Japanese cars?

If the 2010 Japanese earthquake caused damage to Japanese cars as "trauma," then the Diaoyu Islands incident was a "internal injury" to Japanese cars. Trauma is good, and internal injuries are difficult to treat. Many consumers have already begun to shift their sights to other brand models after seeing Japanese cars become the "scapegoats" for Sino-Japanese relations. Even more frightening is that a lot of data show that even without the Diaoyu Islands incident, Japanese cars are also experiencing a decline in market share. Will the Diaoyu Islands incident accelerate this trend?

Du Fangci, deputy secretary-general of the China Association of Automobile Manufacturers: boycott Japanese car companies
The sales of Japanese cars were hit hard. Despite the serious decline in sales in China, the roots of the deep-rooted Japanese automobile empire did not damage its roots. Japanese automobile companies have a large number of businesses in the United States, Europe and other places, whether they are complete vehicles or spare parts. Like a few baskets with eggs, although there is one broken egg and many eggs, there are other baskets. Although the Chinese market has important strategic significance for Japanese car companies, it is only "important". After all, there are other more mature foreign markets as support.

This storm is a political issue between countries, and cars are just victims of politics. Japan has hurt the feelings of the Chinese people and it is inevitable that Japanese companies will be affected. It is impossible for companies to reverse the situation by themselves, but it is appropriate to take some remedial measures spontaneously. The first thing they can do is to strengthen services, and the second is to strengthen sales, and they must make greater efforts in business. The damage that Japanese cars have suffered in the Chinese market will only slowly recover after the relations between China and Japan are repaired. It is almost impossible to return to the previous glory immediately.

Luo Lei, Deputy Secretary-General of China Automobile Dealers Association: Japanese cars accelerated into cold weather

According to the data from the China Automobile Dealers Association, only two cars with inventory coefficients greater than 2.5 were not Japanese cars in August this year, and these two were Hainan Mazda and Guangzhou Automobile Transmission Co., both of which belong to the category of independent brands, and they all have The feeling of "Japanese descent", and the national spontaneous boycott of Japanese goods, caused a large inventory of Japanese car inventory, reflecting the Japanese car's entry into an ice-free period from August.

Some pure imported cars stopped importing, and some domestic Japanese car models have reduced their production. These are the results of Japanese car sales and inventory backlog. However, the sales volume of Japanese cars in our statistics is declining, and the sales volume of kin cars in the third week of September fell by 68% compared with the second week.

In fact, irrespective of the turmoil in the Diaoyu Islands, the Japanese car market share in China was also squeezed by German cars and Korean cars, which was also down compared to the same period of last year. German cars have advanced technology, and Korean cars are also Can do light and fuel-efficient, the advantages of Japanese cars is becoming less and less obvious, boycott Japanese goods is one of the causes of the acceleration of Japanese cars.

Regardless of whether Japanese cars are making price cuts or providing more humanized services and other measures to cope with the tensions between China and Japan, there will be limited changes in the fact that Japanese car sales will be affected. Elimination of the impact will not be resolved until the Diaoyu Islands incident is resolved and Sino-Japanese relations have been restored. The process of recovery will inevitably be slow.

Xu Xiangyang, Vice Dean of School of Transportation Science and Engineering, Beijing University of Aeronautics and Astronautics: Testimonials on Brand Loyalty
In fact, we have to say what degree of Japanese cars are affected in China. We can look at it from two perspectives. First, except for a very small number of purely imported cars, 90% of Japanese cars come from joint ventures between Japan and China. All of them are joint ventures. The products, such as Dongfeng, Guangzhou Automobile and other companies, and most Chinese companies and Japanese car companies share the proportion of 50:50, so in this storm boycott of Japanese goods, not only Japanese car companies are subject to In the case of losses, domestic companies have also been affected. Second, look at the consumer level. For consumers who already own Japanese cars, they will have great concerns in the process of using them. However, these gas stations do not add fuel, which makes these consumers feel uneasy, and consumers who are prepared to purchase Japanese cars may directly lead them to give up and instead invest in other brands.

As Japanese car makers certainly do not want to see this situation, so they should be more proactive to reduce consumer concerns and reduce consumer losses. At this time, consumers who still choose to purchase Japanese cars show that their brand loyalty to Japanese cars is very high. If this is an extraordinary period, Japanese car companies can help consumers dispel concerns and provide better services. At the same time, providing compensation when consumers encounter unexpected losses will make existing customers generate higher brand loyalty, which may be a good thing for the future development of car companies.

Xue Xu, Secretary-General of Marketing Expert Committee of China Market Society: Economic Compensation is Hard to Draw Consumers' Spiritual Injury

In terms of marketing methods, despite the concessions and provision of more services, it is impossible to change the fact that the recent Japanese cars will be hit hard. The Japanese automobile companies hold an attitude of non-participation in this dispute because the political issues between the two countries have a great impact. China and Japan have no intention of compromise. This time, the dispute caused by the Diaoyu Islands seems to have yet to see the end.

If Japanese car companies would like to use this as a marketing tool to play banners like "Diaoyu Islands are China," they may be able to play a promotional role, but they cannot risk offending the risks of their own country, but as companies that have penetrated into the Chinese market. , Supporting your country in a political position may cause Chinese consumers to have a crazy resistance. At the same time, the Japanese cars are becoming smaller and smaller in terms of appearance, technology, quality, and after-sales service. If they do not take the initiative to improve their own defects, the loss of customers will sooner or later.

Toyota provided compensation to some owners who suffered a catastrophic accident. Although it played a certain role in reassurance, it was not large. These losses are only economic. Those potential consumers who suffered losses in this dispute, even suffered physical harm, and witnessed the occurrence of all this, for them, the economic losses are only part of the spirit. The damage will leave a permanent mark.