Note: This article is still "The Drifting Chinese Motorcycle Brand", which was written by this person. Tongtong forwarded, this is still the original

In 2007, the output of China's motorcycle industry reached a record 25.5 million units, which shows that the foundation of the motorcycle industry - huge market demand still exists. With the support of such a huge local consumer group, a large number of motorcycle companies, including first-line enterprises, have fallen into a business dilemma. Since the beginning of the eighties of the last century, the development trend of China's motorcycle industry is in line with the general law of the development of the manufacturing industry: the market → meet the needs of the market→ the industry produces → production expansion→ scale cost decline→ price reduction→ competition intensifies→ survival of the fittest→ industry integration→ industrial upgrading → oligopoly formation. Judging from the current situation, China's motorcycle industry is in the intermediate stage of survival of the fittest to industry integration, in the turbulent pattern, some companies with a certain competitive advantage will stand out and become giants in the industry, while most of the other companies will slowly lose their competitiveness in the fierce market confrontation and die, making room for the birth of giants. With the advantages of being recognized and trusted by the market, enterprises have the upward momentum of sustainable development and growth and the support of the market, and every expansion and rise of production and sales means that the bottom of the industry ranks out of the company, just like the formation of every galaxy in the universe, accompanied by the fall of countless stars. Jialing, Jincheng, Qingqi and so on were once the brilliant stars of China's motorcycle business circles, looking back on the history of these enterprises, we can find that the main reason for their rapid rise is due to the strong thirst for durable consumer goods in the market after the reform and opening up, combined with the general trend of military enterprises to civilian use at that time, with the strong capital and technical resources of the old state-owned enterprises, the development of the basic platform of China's modern motorcycle industry. Only by the rapid development of the pioneers that private enterprises absorbed into the motorcycle manufacturing industry can they rise rapidly and collectively in the 90s of the last century with the help of an open industry basic platform. In the process, the innate grassroots character of the motorcycle industry became the main reason for its decline in the future. The internal mechanism defects of China's motorcycle industry summarized by the author are as follows:

There is no clear strategic intent for corporate development. Enterprise development strategy is about the strategy of enterprise development. Enterprise development is the process of enterprise growth and expansion, which includes both quantitative and qualitative changes. The overall, long-term and basic strategy for the development of the enterprise is the enterprise development strategy. There are four characteristics of enterprise development strategy: one is the whole, the second is long-term, the third is the basic, and the fourth is strategic. The enterprise development strategy is not the medium and long-term plan of enterprise development, but the soul and program of the medium and long-term plan of enterprise development. In the history of the development of China's modern motorcycle enterprises, there are very few enterprises that can clearly put forward and implement their own strategic intentions for enterprise development, and the successful ones are naturally Liao Ruochenxing.

It has not formed a unique core competitiveness. In the manufacturing industry, due to a variety of environments and conditions, enterprises generally have unique and constructive competitive characteristics at the beginning of their establishment, and after conscious cultivation and development, they have become the core competitiveness of enterprises. In the early development of China's motorcycle industry, with the help of the demographic dividend of cheap labor at that time, it produced relatively low-priced products and quickly occupied the domestic market. However, the open upstream supporting resources cannot provide enterprises with a unique, difficult to replicate, difficult to replace substantive development environment, and it is inevitable that the face of Chinese motorcycle companies will be blurred.

The employment mechanism of enterprises is not perfect. China's motorcycle industry employment mechanism in the grass-roots period with fatal defects, as the source of the development of the entire industry Jialing, light riding and other enterprises due to the historical reasons of state-owned military enterprises, in the management and internal system of construction, without exception presents a more exclusive group conservative consciousness, in the period of great development of the industry, the management personnel of these enterprises constitute the core foundation of most enterprises in the industry, and the xenophobic group conservative consciousness further developed into a closed industry barrier, And the family management of private enterprises has become the two main reasons why the motorcycle industry rarely sees the flow of talents in other industries. The development and future of enterprises are, in the final analysis, the human factor. Without the addition of fresh blood, lack of innovation and vitality, the predicament of today's industry has an absolute causal relationship with the enterprise employment mechanism at that time.

The incentive and disadvantage mechanism of the external environment. China's motorcycle industry is a very grassroots industry since its birth, and there is no perfect incentive mechanism from the market to the policy to accelerate the healthy development of motorcycle enterprises.

1. Market liberalization and industry mechanisms are seriously mismatched. There were more than 400 Japanese motorcycle companies in Japan when they started to develop from handicraft workshops, and in 10 years, they completed free competition in the market, and the result of the survival of the fittest was that there were only four dynamic companies left. China's motorcycle industry has been developing for 30 years, and it is still in the stage of industry integration, the reason is that the market and industry mechanism are seriously asymmetrical, the enterprise does not have a normal competition exit system, and the advantageous enterprise is not big, and the eliminated enterprise has been repeatedly transfused because of various entanglements with the locality.

2. Perfect intellectual property protection is the basis for Japanese motorcycle companies to establish global hegemony in the 60s and 70s, and innovation has become an effective way to absorb high profits. Due to the lack of relevant protection, enterprises cannot expand their profitability by innovating to improve competition, and fall into a cycle of homogenization.

3. Prohibition of motorcycles. After large and medium-sized cities were banned from the road in large and medium-sized cities, the market where high-end products can be cultivated, Chinese motorcycle companies were forced to turn their main direction to the rural market, where consumption levels are very low. China's motorcycle products, with function as the main demand, have become labor production tools for agricultural machinery.

Any enterprise may succeed or fail, but successful enterprises can be summed up in some contexts, and there are many reasons for the failure of enterprises, now let's review those companies that have been dimmed, they are stuck in a trough of the surface characteristics of a variety of characteristics, but the root cause lies in the above four defects. Under the general trend of China's motorcycle industry, they were born in response to the trend, flourished with the trend, and declined due to the trend. Businesses that can overcome them can thrive. Today, the development of China's modern motorcycle industry is as clear as a textbook, and the history of its development is, in short, the history of private capital replacing state-owned capital. In this process, the enterprises that could not adapt to the fierce competition in the market gradually left the market, and those enterprises that were glorious at the turn of the century disappeared one after another, leaving people with endless thoughts. As part of the development history of China's motorcycle industry, interpreting and analyzing them is to make a meaningful footnote to the history of our industry. Now let's take a look back at the companies that have faded into the stars.

Xianfeng: The reason why Xianfeng is ranked first is because it is the first well-known motorcycle company in the industry to go bankrupt due to improper operation and broken capital chain, and it is a sign that the motorcycle industry has entered a watershed since then. At that time, Xianfeng was unstoppable in the channels of the rural market with the help of the huge market investment in the early stage, and became famous with the hype of activities such as "Quality Journey" and "Climbing Mount Everest". In November 2004, Xianfeng announced that the capital chain was broken, and it was immediately taken over by the supporting supplier who heard the news. In 2005, Yinxiang announced that it would become the first wind, and the high-profile claim to recast the glory of the first wind, has not seen any improvement in the market for three years.

Brilliant Index: ☆☆☆

Revitalization Index: ☆

Zhongyu: There are many speculations about the reasons for the bankruptcy of Zhongyu Group, which was founded in 1994, but the author prefers to believe that no matter what the reason led to Zhongyu's death, the result is still the rupture of the capital chain. On June 30, 2006, Zhongyu first issued a 10-day holiday notice to the court to formally seize Zhongyu, which was the engine supplier of famous motorcycle companies such as Dachangjiang and Wuyang Honda, and ranked 17th in domestic vehicle sales in 2005, and ranked 7th in Guangdong brand vehicle sales. Another consequence of "Zhongyumen" is more than 100 million bad debts, which has led to the awakening of the risk awareness of the supporting industry with a strong atmosphere of the rivers and lakes, and in turn directly exacerbated the financial problems of other second- and third-tier OEMs.

Brilliance Index: ☆☆☆☆

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Jialing-Honda: As Honda's earliest motorcycle partner in China, the Honda vehicles produced are all relatively high-end models. The CB125T Honda King, CM125 Honda Prince, was a status and status symbol at the time. A CB125T Honda King was bought at a price of more than 22,000 yuan at that time, and its quality was unparalleled in the Chinese market at that time. In 2005, Honda acquired the stake in Jialing and gradually withdrew from the field of motorcycle manufacturing, and in 2007, Jialing-Honda announced a full shift to general machinery production. Jialing-Honda's all-time production in 2003 was 60,000 units, accounting for 0.3% of China's motorcycle sales that year. However, Jialing-Honda is commendable for its willingness to gamble and lose and the courage of a strong man to break his wrist, and it can be seen from the performance of continuing to provide after-sales service for sold motorcycles that the responsibilities and obligations of an international company are incomparable with some unscrupulous domestic manufacturers.

Brilliant index: ☆☆

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Silver Steel: Before 2005, Silver Steel is the most potential motorcycle engine factory outside the five major cities in Chongqing, known as the quasi-first-line brand and the sixth in Chongqing, its real production and sales in 2003 only in China reached more than 320,000 units, the concept of energy saver and Zhao Benshan's endorsement of the market as a source of money for Silver Steel, once unlimited. After the internal management of hidden dangers and changes in the market and other reasons in 2005 concentrated outbreak, sales fell sharply, coupled with the 06 years of the founder of the brother contradictions, in charge of sales of Wu Gang is even worse for the silver steel, compared with the 2006 and 2007 silver steel in the Chongqing motorcycle expo decoration, it can be seen that the decline of the former motorcycle gang big names, 07 years of wind silver steel to take over the 500,000 days of huge foreign orders are now gone. At present, in the largest single factory workshop in Asia, Yingang is seriously understarted, and it is difficult to reproduce the glory of the sixth company in Chongqing in the past.

Brilliance Index: ☆☆☆☆

Revitalization Index: ☆☆

Wuxi: The reason why the author will describe Wuxi as a brand, is because the Wuxi motorcycle enterprises at that time even in the heyday at the end of the last century, lackluster in the promotion and system operation of the brand, a small number of enterprises to carry out brand operation also because of the congenital defects of Wuxi motorcycle enterprises and failure, with the overall appearance of Wuxi motorcycle rose in the 90s of the last century, with the help of the purchase of Chongqing engines and local developed light industry, Wuxi has become synonymous with assembly brand, It supported half of the Jiangsu and Zhejiang sectors in China at that time. The quick success of the market and the indifference to the quality of products, after the strong rise of the Guangdong sector, Wuxi motorcycles quickly declined, and some familiar companies such as Duracell, Futong, Chitu Horse, Laibaochi, Harley Aijunda, etc. have been difficult to find in the market. The keen sense of smell of Wuxi enterprises in 2005 electric vehicle market explosion contributed a lot, in the motorcycle market began to show a downward momentum, countless from the motorcycle industry to withdraw from the electric vehicle enterprises such as across the river carp, its speculation and assembly tendency is eye-catching. Ironically, the largest motorcycle production plant in China jointly invested by Haojue and Suzuki is located in Changzhou, less than 50 kilometers northwest of Wuxi, which can not but be said to have completed a thought-provoking cycle of history.

Brilliant Index: ☆☆☆

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Jialing: As the former king of China's motorcycles, Jialing's status can be summed up in one sentence, that is, without Jialing, there would be no Chinese motorcycle industry today. The fatigue of the king who used to turn the clouds and rain in the past is indeed embarrassing today. Since 1993, the rise of Chongqing's private motorcycle enterprise camp, relying on flexible mechanisms and sharp price wars, the conformist Jialing has been defeated, coupled with a series of decision-making mistakes, missed the golden period of the great development of the Chinese market, and lost the first throne in the industry. In the new millennium, the Jialing state-owned enterprises were unable to get rid of their chronic diseases, hesitated in the development strategy of the enterprise, and were surpassed by the construction of the same military equipment system. However, as a Chinese motorcycle Whampoa Military Academy known as Jialing, still has a strong software and hardware strength, after the relocation of the factory, if under the leadership of the new leader, lie down and try the courage, forge ahead, take the opportunity of the reorganization of the military equipment department to be reborn, still have the opportunity to become the last king.

Brilliance Index: ☆☆☆☆☆

Revitalization Index: ☆☆☆

Li Dan: Maybe this is a relatively unfamiliar name, but in the mid-to-late 90s of the last century, it was an enterprise with the same name as Lifan, Loncin and Zongshen, and was known as the four major families of Chongqing's private enterprise motorcycles. In addition, it is also the earliest non-public comprehensive department store in the west. By attaching to Guangxi Yulin Guida motorcycle, the curve entered the motorcycle manufacturing industry, and once became the boss of Chongqing-made tricycles. Affected by the capital and the shrinking front, in 2003, Lidan successively stopped the production of agricultural vehicles and motorcycles. The production equipment was sold one after another, and in March 2006, the last production line was liquidated, and the motorcycle manufacturing industry was completely withdrawn.

Brilliance Index: ☆☆☆☆

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Mastery: In December 2007, the headquarters of Chongqing Mastery Industrial Group was auctioned for a total price of 24.2 million yuan. In the past, companies that hired Liu Tianwang to endorse at sky-high prices have disappeared from the National Development and Reform Commission's motorcycle production catalog. At present, the proficient Liyang is the acquisition of the Chongqing Bus General Factory holding proficient manufacturing part, all the product catalogs and production access are also received, from the current market impact, the future is not very clear. In addition, the trademark similar to a domestic first-line brand also seems to indicate a lack of confidence within the enterprise.

Brilliant Index: ☆☆☆

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Founded in 1998, Fosdi Motorcycle Manufacturing Co., Ltd. is a Sino-foreign cooperative enterprise approved by the State Development Planning Commission and the Ministry of Foreign Trade and Economic Cooperation, and is one of the designated enterprises in the same industry in the country, as well as a key high-tech enterprise in Foshan City. After the start of the Chinese Football Professional League in 1994, the title of the A B team formed by the Foshan Sports Commission was not satisfactory as the company's performance. (The team was acquired by Xiamen Yuanhua in 1997 for 16.8 million yuan.) After the smuggling of Yuanhua Group was exposed, Xiamen Yuanhua Football Team was renamed Xiamen New Football Team. At present, Fosdi's motorcycle and its other brand Fuxianda can still be seen in the market, but the figure and influence are very weak, and after Piaggio chose Zongshen as a Chinese partner, Fosdi's future is even bleaker. In 2007, 17,000 units were sold.

Brilliant Index: ☆☆☆

Revitalization Index: ☆

Southern: Southern Motorcycle Co., Ltd., located in Zhuzhou, Hunan Province, is a joint stock limited company approved by the National Economic System Reform Commission in 1997, with China Southern Aviation Power Machinery Co., Ltd. as the sole sponsor, and was listed on the Shenzhen Stock Exchange on June 20 of that year. Around 2000, sales were in trouble, coupled with the Everest acquisition at that time, which was seriously dragged down, and financial problems became increasingly serious. On April 7, 2004, the construction was invested in the south with 280 million yuan.

Brilliant Index: ☆☆☆

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Mount Everest: In April 1994, Tibet Everest Motorcycle Industry Company was established and began to produce Everest brand motorcycles, but its business process was to smuggle foreign motorcycles from Hong Kong - mainly Japanese Yamaha, Taiwan Guangyang and other varieties - into China, after modification or assembly, changed to Everest logo and then sold in China, because of superior performance and reputation. According to the tariff at that time, a normal imported motorcycle needed to pay a tariff of about 10,000 yuan (the tariff rate was about 100%-120%), so the gross profit of each Everest motorcycle was amazing. Tibet's Mount Everest also entrusted Xiamen Yuanhua to smuggle goods worth more than 1 billion yuan to it. This smuggling frenzy continued until 2000, on the eve of the launch of the Everest motorcycle. In the past six years or so, the amount of smuggling on Mount Everest in Tibet is estimated to be more than 10 billion yuan. The reasons for the cessation of smuggling on Mount Everest in Tibet are: first, the increasingly strict supervision of the customs, and the risk and cost of smuggling are too high; Second, with the gradual reduction of import tariff rates, the profit margins of smuggling have been sharply compressed; The third is because He Bing, the owner of Tibet's Mount Everest, successfully listed the Everest motorcycle in December 2000. On July 29, 2002, Zhufeng Motorcycle signed an equity transfer agreement with China Southern Aviation Power Machinery Company and China Aviation Technology Import and Export Beijing Company, intending to purchase 44.23% and 5.77% of the shares of Southern Yamaha Motorcycle Company held by these two companies at a total price of 300.46 million yuan, and its 186.8176 million yuan will be used to raise funds. This is a much-criticized acquisition, the reason is very simple, South Yamaha in 2001 with an annual output of only 30,000 motorcycles, is a serious loss of enterprises, its equity is ST South Motorcycle divested assets, but Everest Motorcycle spent a huge amount of money to buy. But only a few days later, it was reported that its 250 million yuan of raised funds had been swept away, and the acquisition of equity became a "rice cook". In September 2002, He Bing was arrested and imprisoned in the Tibetan Everest smuggling case.

Brilliance Index: ☆☆☆☆

Revitalization Index: ☆

Zongqing: It was formally established in 2002 as a joint venture between Zuo Zongqing, the younger brother of Chongqing motorcycle giant Zuo Zongshen, and Zhao Chengjin, a native of Chongqing, but Zuo Zongqing withdrew in 2003, and the company went bankrupt at the end of 2005 and was auctioned off as a whole in April 2006. In Zong Qing's official explanation, a loan of 23.5 million yuan was the main reason for Zong Qing's bankruptcy, and before that, Zong Qing was sent to court by his own employees due to a large amount of arrears of employee wages.

Brilliant index: ☆☆

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Guangyang: Founded in 1963, Guangyang, Taiwan is a famous brand in the Chinese world, and Guangyang, Taiwan, which has made smooth progress in international expansion in recent years, has encountered difficulties in Chinese mainland. Objectively speaking, the quality of Guangyang's products is still very high, although there are not too many outstanding places in terms of functional performance, but the basic functions and performance can fully meet customer requirements. The setback in Guangyang's development is due to the mistake of the mainland's enterprise development strategy, which is manifested in the fact that the degree of attention to the Chinese market is far from enough, the pace of opening up the Chinese market is extremely slow, and the efforts to open up the Chinese market are far from enough. Specifically, it is manifested in:

1. The establishment of China's localized marketing system is slow

2. The establishment of China's localized production system is slow

3. The establishment of China's localized R&D system is slow

4. The establishment of China's localized human resources system is slow

5. The investment in China's market development is far from enough

Since they have not succeeded in the above aspects, and several partners selected in the local area have not brought a good turnaround to Gwangyang's business. Judging from the current situation, Guangyang, which failed to grasp the market opportunity to gain a firm foothold, is not optimistic in the face of the industry integration trend that has come.

Brilliant index: ☆☆

Revitalization Index: ☆

Geely: Geely Group was founded in 1986 as a workshop company that produces refrigerator components. In 1993, the boss Li Shufu went to a large state-owned motorcycle enterprise to visit and inspect, and saw the momentum of motorcycle production and sales, so he acquired a state-owned postal motorcycle factory with production rights in Linhai, Zhejiang Province at a price of tens of millions of yuan. Then it joined forces with the industry boss Jialing to produce "Cargill" brand motorcycles, and developed China's first luxury scooter in less than a year, which soon replaced similar motorcycles in Japan and Taiwan, not only has been the leading position in domestic scooter sales, but also exported to 32 countries and regions such as the United States and Italy. In 1999, Geely produced and sold 430,000 motorcycles, with an output value of 1.5 billion yuan, and Geely Group won the reputation of "the kingdom of scooters". At the end of 1998, Geely Group's first car rolled off the assembly line. With the gradual fierce competition in the motorcycle market, Li Shufu gradually shifted his focus to the production of automobiles, and motorcycles gradually faded out of Geely Group's main business. In 2007, Geely Group's domestic sales of motorcycles were only about 7,000 units.

Brilliance Index: ☆☆☆☆

Revitalization Index: ☆

Chunlan Motorcycle: Chunlan's predecessor is the Taizhou Refrigerator Factory, which has been losing money year after year, and the factory's air-conditioning production and sales rank second to last among dozens of enterprises in the same industry in the country, with an annual output value of only 10 million yuan. In 1985, Tao Jianxing became the director of Taizhou Air Conditioner Factory, with an annual output value of 10 million yuan. Since 1987, the mass production capacity of air conditioners has been gradually formed. By 1994, the annual output of Chunlan air conditioners reached 1.5 million units, becoming the largest air conditioning production base in China and one of the top seven air conditioners in the world. At the end of 1994, Chunlan invested more than 2 billion yuan to build a production line with an annual output of 1 million motorcycles and 1 million motorcycle engines on the basis of the acquisition of a local military machinery enterprise manufacturing motorcycles in Taizhou. At that time, Chunlan Motorcycle's fist products, Chunlan Leopard and Chunlan Tiger Motorcycle, were imitations of Honda CBT125 and CM125, and their technical content was higher than that of the current GS125. As Chunlan Group integrates manufacturing, scientific research, investment and trade, its leading products include air conditioners, washing machines, dehumidifiers, trucks, electric vehicles, motorcycles, motorcycle engines, air conditioning compressors, refrigerator compressors, semiconductors, integrated circuits, high-energy power nickel-metal hydride batteries, etc. Due to the excessive expansion of each aspect of the strength of the thinning, Chunlan Group in various areas of industrial development has been strongly challenged, especially the underestimation of the main business air conditioning market capacity, Gree won the industry's first treasure seat, shaking the foundation of Chunlan, at present in the motorcycle industry basically do not see Chunlan motorcycle.

Brilliant Index: ☆☆☆

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Kang Chao: Kang Chao boss Lv Bingkang should be strictly speaking a supplier in Jiangsu and Zhejiang, initially supplied wheels for Chongqing motorcycle enterprises, and then founded Kangchao Group in Chongqing, from the mid-90s of the last century to the present, in just 10 years, Kang Chao has developed from a small business in Zhejiang to a non-regional group company approved by the State Administration for Industry and Commerce, and at its peak, it has Kangchao, Bashan, Yaqi, Haori and other brands. Around 2003, Lu Bingkang spent 10 million yuan to invite Coco Li and Jet Li to endorse Kang Chao and Bashan, and successfully entered the forefront of second-tier motorcycle companies, with a comprehensive output of 250,000 units. At the end of June 2006, Lu Bingkang passed away, coupled with the turmoil in the industry, the over-expanded Kangchao Group, sales fell sharply in 06, and the starlight gradually dimmed.

Brilliant Index: ☆☆☆

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Hengsheng: In September 1998, Ms. He Jian, known as the "Queen of Motorcycles" in the industry, and Tu Jianhua, chairman of Loncin Group, each invested 5 million yuan to establish a joint venture Chongqing Hengsheng Motorcycle Industry Co., Ltd. Around 2000, He Jian entered the development of the Vietnamese market and obtained the first pot of gold. In November 2001, He Jian spent 20 million yuan to invite movie star Zhou Yun to be the image ambassador of Hengsheng, and until 2002, Hengsheng's development was extremely smooth. In 2003, due to the intensification of quality and competition, Hengsheng's domestic market began to decline, sales in 2002 were 300,000 units, in 2003 it was reduced to 200,000 units, on October 13, 2004, only 41-year-old He Jian died of cancer, Hengsheng gradually fell silent, and his son He Liang became the actual manager of Hengsheng. Until 2008, Hengsheng became an export-oriented motorcycle enterprise, with a total output of 130,000 units and exports reached 95,000 units, and it is difficult to see its traces in the domestic market.

Brilliant Index: ☆☆☆

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Daifuku: This enterprise at the beginning of the enterprise positioned in the "Fu" culture such an empty concept, as a motorcycle company in the manufacturing industry, really can not be "Fu" such a folk culture and motorcycle industry to produce a deep blend and resonance, in 05 and 06 years of the rise of the Guangdong sector under the general trend, there has been a short period of sales performance, but because of the lack of core support for the development of the "Fu" culture of the company, it is not surprising that it is slowly silent. In addition, Daifuku also has two sub-brands, "Gouda" and "Shuangjian". In 2007, the domestic sales volume was about 20,000 units.

Brilliant index: ☆☆

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Dajiang: Founded in 1993, it was converted from a military enterprise under the Ordnance Equipment Industry Group. It is the first private enterprise in Chongqing to fully develop and produce 70CC-250CC system engines after "Jialing". It is a precedent for image endorsement in the industry, and hires Zhao Wenzhuo and Yuan Li as image spokespersons, and has achieved very good results. In recent years, the business has gradually fallen into difficulties, and in the second half of 2007, it was acquired by a motorcycle OEM brand group in Chongqing, and there has been no improvement at present.

Brilliant Index: ☆☆☆

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Power Star: Power Star is the only motorcycle sub-brand of Chongqing motorcycle giant Zongshen Group, and the strength and depth of its brand operation and publicity planning and promotion are not small, but although the brand positioning of Power Star is different from the Zongshen brand positioning of the parent company, in terms of actual implementation, due to the overlap of upstream manufacturing supporting resources and downstream sales network resources, it still causes internal friction of Power Star brand and Zongshen brand. Nowadays, it is difficult to find the star in the market, and a search in the terminal found that the brand that appeared as a high-end image has become synonymous with agricultural tricycles.

Brilliant Index: ☆☆☆

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Vigorous/Vigorous/Magnificent are two of the four motorcycle sub-brands of Lifan Group. (The other two are New Sense and Xinyuan) because the product line and sales can not reflect the new competitive advantage, naturally the company's multi-brand development strategy into the company's multi-trademark sales strategy. At present, the market operation of the two sub-brand companies of Lifan is sluggish, and there is no fundamental strategic development change.

Brilliant Index: ☆☆☆

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Benyi: Benyi is also a typical example of the failure of Chongqing motorcycle enterprises to operate multiple brands. As the only sub-brand of Yingang Group, which was on the rise at that time, it inherited the brand image of the parent company and became famous by giving the state-guest motorcycle guard to train the operation of motorcycles. Due to the employment of well-known institutions in the industry to operate, it should be said that it is very in place in terms of positioning and operation, but like all Chongqing motorcycle brands positioned in the high-end, an obvious fundamental problem is ignored, that is, the generalized structural defects of Chongqing's manufacturing supporting platform. Due to the borrowing of the parent company's production platform, it is unable to form the commanding heights of quality in the product, nor can it make a breakthrough due to the structural defects of the Chongqing manufacturing supporting platform, subject to the limitations of this platform, from product development, process quality, publicity and promotion to after-sales service, this one can not achieve the excellent evaluation, in the face of the challenge of the picky and demanding high-end market, this together with other brands in Chongqing will be reduced to pseudo-boutique and failure.

Brilliant index: ☆☆

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In addition, there are some speculative brands that come and go in a hurry, such as Yamaha Sassafras Ball Ya X Wow, Honda Sassafras Ball Ben Xdena, Suzuki Sukzyi, SUKULI and so on. They do their best to imitate and fool the brand's fonts, colors, and appearance, and the results are obvious. The existence of enterprises is because of the needs of a certain aspect of society, if it cannot meet the requirements of society, then there is no need for enterprises to exist.

Objectively speaking, the quality of domestic motorcycles now matches the current consumption environment of Chinese consumers. Due to the huge consumer group, information asymmetry, and low level of consumer awareness in China, it is determined that Chinese motorcycle companies have chosen to leverage the market with prices in order to seize the vast market. In other words, the reason for the current industry situation lies in the demand of the consumer market, what kind of environment nurtures what kind of enterprises, and the simple price comparison of consumers forces enterprises to give up the production of high-quality and high-priced products, and turn to the market to bow down.

After nearly 30 years of market deformity, the core value and strategic development of the Chinese motorcycle enterprises have been distorted, and they have lost the most valuable thing as an enterprise. At present, the quality standards of most motorcycle companies are the realistic standards of previous market consumption, and they are the result of compromise between quality and market. In the face of the increasing critical eye of consumers, enterprises find that all previous experience has lost their effect, and now that consumers are becoming more and more rational and information, and the level of consumption has been significantly improved, enterprises that cannot meet the needs of mature markets have begun to decline rapidly and become meteors in the motorcycle industry.

Postscript: Taking 2005 as a watershed, the consumption of China's motorcycle market began to undergo profound changes, and the accumulation of brand reputation of Chinese motorcycle companies has begun to show its power for many years. Although many Chinese motorcycle parts manufacturers are also qualified sub-suppliers of Honda and Yamaha, they are treating their products in accordance with three levels of quality standards, first-class exports, second-rate domestic OEMs, and substandard products sold in the motorcycle parts market. Chinese motorcycle companies are qualified to laugh to the last enterprise is to be able to make products with a higher degree of quality and price, the key is the return of quality added value in the market after rational thinking. If we can't adjust the development trend of the enterprise in time and meet the challenges of the new Chinese motorcycle market that has undergone significant changes, today's star is tomorrow's meteor.