Once was in China igneous pole temporarily Sibalu fell.
Agency of Si Balu China, an open letter was issued in not long ago, the name is sealed to be in this " send book of colleague of collectivity of Chinese Si Balu agency " in the letter. Agency " spit bitter water greatly " , censure nonfeasance of Si Balu China. And from this, the dilemma that Si Balu faces in China, just begin to be noticed by people -- Sibalu passed only in Chinese sales volume 2017 30 thousand, before this has only a few years Sibalu is in China the half of sales volume.
Is Si Balu in China how?
Respecting Si Balu, not may little person can think of Han Han. Han Han besides it is one master home also be hand of a racing bicycle, also because of such, han Han and Si Balu become attached to.
Han Han controls what became Sibalu from 2011 spokesman, he still drives Si Balu product wins championship of CRC of tensile racing bicycle, use SUBARU XV serves as the film " brave the wind and waves " in of leading role drive.
Although Sibalu is one imports minor numerous brand, but still mix the unboiled water that get wind before a few years to rise in China, around Si Balu still tried 2012 and strange luck is allied and homebred. Although after this is homebred,fail, but had giant this agency is companionate, si Balu still raised the target that struggles to 100 thousand in China.
From 2017 the beginning of the year begins, si Balu glides all the way in Chinese sales volume, be in even in November 2017, sales volume is 4000 only. And serve as " usury benefit is additional value " entrance car, sibalu was not worth 5000 yuan in bicycle profit of China 2017, agency speaks sell Sibalu to be inferior to selling Chinese cabbage.
But is what Sibalu sells really bad? Be not such. With home market polarity is to be on the international market, si Balu mixes the unboiled water that get wind to rise however. Since 2008, si Balu passes high one year one year in the sales volume of American market, basically be annual " eat the meat " . 2016, si Balu amounts to 615 thousand in beautiful sales volume.
In addition, last year in March the United States " consumer reports " on official website, on pop chart of brand of 2017 year car, si Balu ranks the 5th. Meanwhile, person of forest of Si Balu Forester, selected " 2017 year 10 beautiful model " pop chart, obtain 4 years continuously judge " reputably compact model SUV " .
And watch home instead from 2004 Sibalu marchs since China, already had 14 years of histories up to now. And will tell from some kind of meaning, si Balu comes to China for the first time is not 2004.
Going up century 80 time end, si Balu (call Fuji heavy industry at that time) the road of the collaboration that begins seek and China, final with limited company of Guizhou spaceflight industry (next weighing expensive boat) spread out collaboration, introduce Si Balu REX expensive boat, production gives an as coetaneous as abstruse develop small car " skylark " , and in the war situation that depends on abstruse develop competition, "Skylark " defeat utterly.
Sibalu invests 450 million yuan to become a shareholder later Guizhou lark, because sales volume is not good,exited China 2002.
Expand gradually as Chinese car market, si Balu again " stare at " went up this big cake. It is probably before joint-stock the shadow that leave, when entering China again 2004, si Balu selection is tentative the means with the entrance " appear " . The cost price tower above that adds custom duty to import car price to compare a car is not little, price on the high side is one of accounts that many people do not purchase Sibalu.
Si Balu also is seeking joint-stock opportunity, but be versed in as a result of Fuji the share of 16.5% is abundant cropland hold finally again, be regarded as abundant cropland subsidiary. And Feng Tian is in China cropland of joint-stock one steam abundant and cropland of wide steam abundant, already consumed sets be in China two quota of people of joint-stock company.
After Sibalu imported China 2004, in China execute area to distribute the system that sell business. Giant group becomes one of total agents that Sibalu is in China accordingly, chinese initial stage is entered in Sibalu, giant made many territory for Sibalu, the market share of giant group occupies countrywide 60%-70% .
Sibalu called in 2013 after Chinese market total dealership, giant become a shareholder Si Balu car (China) it is sale company shareholder from agency suddenly change one's identity.
As joint-stock as Sibalu hind, giant target is profit. It won't taste construction of card, channel to wait for a large number of investment for Si Balu, hold the post of its " cruel grow " , the satisfaction of the user is spent drop ceaselessly. In addition, the circumstances of giant group oneself is bad also in last few years, be in all the time give change, for instance before before long giant make over run quickly 4s inn be related. The predicament of giant oneself also pulled Sibalu's hind leg undoubtedly, make market competition ability of Sibalu is weakened increasingly.
Can say giant indulge is the consideration that stems from an interest, you cannot ask an agent is brand trade foot a bill. So the nonfeasance of Si Balu China, it is its move toward downfallen reason in China.
Be in in last few years in development, si Balu China is this brand to invest in Chinese development rarely, in the brand development looks for the place that is less than any bright looks almost. A dealer shows, the Buddha sex of Si Balu respect is managed, just be problem place.
As contrast, issue the Leikesasi that imports a car for Feng Tianqi together, do not have likewise homebred, but will two this years be managed in mainland all the time go up hard, leikesasi maintains good growth for years continuously. And Sibalu regards a SUV as the brand, it is full storehouse stepped to miss Chinese SUV to consume upsurge period for nothing really.
Probably Sibalu this management concept to Leikesasi " take learn from sb else's experience " . Pay attention to mainland to change development, it is the run course that Leikesasi is in China, mainland changes the mainland that includes production to make not only, still have a brand, manage, the mainland of the respect such as research and development is changed, among them important is brand mainland is changed.
And Sibalu is in China not only did not accomplish brand mainland to change, say exaggeratively to nod, did not build even the brand even. When should publicizing a brand, si Balu is brought in him conduct propaganda all the time however think the horizontal contraposition engine that be proud, so that major person is right the first impression of Sibalu, either this brand is much more outstanding, however " Oh, the technology is like the engine of his home very fierce " .
"Stand to go alone especially " do not pay close attention to market demand, also be Sibalu lack what mainland changes a concept to reflect. The sale channel that is in China too too onefold, place a hope blindly at partner agency, next already Sibalu is not willing to undertake mainland is changed transform, do not be willing to have investment to develop again, this also was destined trend of this minor numerous brand is downfallen.
Of course besides these reasons, him Si Balu also is in look for trouble. Just do not manage a concept external immature, si Balu is managed in-housely also put in many malpractice.
In last few years Sibalu is exposed to the sun to give scandal again and again, october 2017 " qualitative check door " in, its are exploded be sent on a diplomatic mission is used " without aptitude " employee has car qualitative check, and what this practice had lasted 30 years is long. This year in April, si Balu is exploded to go out again " the door that make a holiday " , distort the examination data that the car burns effect and tail gas, and seize changes one's profession be is to last 15 years, it is really " have an organization, have plot beforehand " the behavior that make a holiday.
? "Qualitative check door " and " the door that make a holiday " by exposure hind, brand image of Si Balu also is pounded by huge.
And the brand construction that Sibalu is in China is insufficient, be opposite with its probably Chinese market is not real ground takes seriously about. Sibalu's president held CEO Ji Yongtai concurrently to say a word 2015: "The sales volume that we glide Chinese market transfers even if entirely to the United States, still cannot satisfy the requirement of American market. " unspoken words in a play left to the understanding of the audience or reader does not worry about Chinese market namely, american market is big, "The canal is enough " !
? Of Si Balu downfallen the problem that is not others, however his own reason, no less than is giant character of place of a high level, "Si Balu sells bad, blame my cough up " .
