"Nation, world" This is the mission of the Red Flag and the expectation of the Chinese people

In domestic shopping malls, a wide variety of imported goods are displayed, attracting an endless stream of consumers to buy. Seeing this scene always makes people think deeply: Where are our domestic products? The advent of economic globalization is both an opportunity and a challenge for China's traditional manufacturing industry, but in the hearts of every Chinese, everyone hopes to see Chinese manufacturing go global. This is something to be proud of, especially in the automotive manufacturing industry.

If we were to say which domestic brand has been given high hopes by the general public, it would probably be Hongqi, because the birth of the first Hongqi symbolized the great beginning of China's automobile manufacturing industry, symbolizing that the Chinese people can manufacture their own cars. It is also an announcement to the world that the Chinese people have stood up.

In the grand military parade for the 10th anniversary of the founding of the People's Republic of China in 1959, the Red Flag sedan became famous as soon as it was "inspected", and it made a great sensation both at home and abroad. From the Leipzig exhibition to the Morocco exhibition and then to the Damascus exhibition, wherever the Red Flag went, everyone applauded and praised it. When the Red Flag sedan strode proudly in military parades again and again, it conveyed a kind of national sentiment and a spontaneous sense of national pride.

To go global, you must first establish a foothold in the local market

After the birth of the first Hongqi, the figure of Hongqi is indispensable in almost all the military parades of the Republic. In such a solemn and sacred occasion, it is incomplete without the Hongqi, which is so irreplaceable. This has made Hongqi unconsciously become the totem of the development of China's independent brands, but it has also covered it with a heavy political coat. It has never entered the homes of ordinary people, but it has a relationship with every Chinese that can only be understood but not expressed in words.

However, the strong political color makes Hongqi maintain a high-end attitude. In the eyes of ordinary people, only government officials or foreign dignitaries can be worthy of this high-end domestic luxury car. This ungrounded attitude also makes it difficult for Hongqi to enter the homes of ordinary people, and it is difficult to achieve brand localization. Without the premise of brand localization, even if Hongqi goes global in the future, it can only appear in Chinese embassies abroad.

Xu Liuping's appointment in times of crisis

Since Xu Liuping took over as the chairman of FAW Group in September last year, he vowed to make Hongqi a product that everyone from the president to the common people likes. In terms of the company system, Xu Liuping made a series of reforms, first disbanding the FAW Technology Center that had spent 50 billion yuan but failed to develop a turbocharged engine, and also getting rid of the "debt black hole" of Xiali.

In terms of products, Hongqi launched the Hongqi H7, a new mid-to-large sedan equipped with a turbocharged engine. This is the first model of the Hongqi brand's revival. The starting price of 249,800 yuan also allows everyone to see the people-friendly side of Hongqi, as well as its progressive side.

Last night, China FAW released the future development strategy of the Hongqi brand. Xu Liuping said: It will build China's first and world-famous new luxury brand. In the future, it will launch four series of models: the L series new luxury supreme car, the S series new luxury coupe, the H series new luxury mainstream car and the Q series new luxury business travel car.

In addition, Hongqi also has its own plans in the fields of new energy, intelligent interconnection and autonomous driving. Hongqi will achieve a small sales target of 100,000 units in 2020, a medium sales target of 300,000 units in 2020, and a large sales target of 500,000 units in 2035.

The road to rejuvenation is long and arduous

From all the measures taken by Xu Liuping after he took office, we can see that the national brand Hongqi is reviving, but the road ahead is full of thorns. First of all, how can Hongqi get rid of its image as an official car? In fact, Hongqi can ask FAW-Audi for advice on this issue. The Chinese market was able to save Audi in the past, largely because the Chinese government purchased a large number of Audis as official cars. Now Audi has gotten rid of the image of an official car and uses technology as its main signboard.

Of course, the most important factor for Audi's success is its own car-making capabilities. If Hongqi wants to replicate Audi's achievements, it must first have its own flagship brand, and secondly, it must have a certain foundation in industrial strength, which is a big test for Hongqi.

In addition, at the press conference of the future development strategy of Hongqi brand, it was clearly stated that the target group of the new Hongqi is the Chinese people with new noble sentiments. This also shows that the new Hongqi needs consumers to pay for sentiments, but from the current situation of the Chinese automobile market, the previous "large displacement self-priming sentiment", "off-road sentiment" and "driving control sentiment" are not feasible in China, because according to the current income level of the majority of consumers, most people's savings can buy an economical and practical family car, which is already very good, and there is no more money to consume sentiments.

What about the national pride of Hongqi? Can it make everyone strive for it? Maybe one day we can see Hongqi, China's largest luxury brand, selling well all over the world, but there is still a long way to go. The revolution has not yet succeeded, and comrades still need to work hard.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.