Why are there so many sub -brands for Chinese manufacturers: experts explain

The strategy for the release of cars of one concern, under the scattering of various names, turned out to be successful in the Chinese market, writes Avtostat with reference to the head of the Rolf New Cars Department Nikolai Ivanov. It was decided to apply it in Russia, but we have such a marketing policy so far doubt. Russians are confused in brands from the PRC, which are becoming more and more.

The second reason why Chinese manufacturers launch so many different brands lies in the desire to reduce the risks associated with sanctions.

According to Ilya Petrov, the director of retail sales, such a strategy is relevant when companies want to quickly establish sales without caring about the long term.

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The disadvantages are obvious: this leads to the oversaturation of the market, a decrease in the transparency and recognition of brands by customers. If such firms do not put stable spare parts and after -sales service, they risk losing the market.

Especially for Russia, not so many brands were invented, said Ilya Bruzkhanov, marketing director and PR Likevto. For example, the “daughters” of Chery, such as Omoda and Jaecoo, exist in other countries. But Knewstar was created for the Russian Federation. The same can be said about Xcite and Tenet.

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