"More children" in the car circle is no longer easy to fight?

At the just-concluded 2026 Beijing Auto Show, what I saw was not technological evolution, but deep anxiety. Two years ago, car companies were still talking about the "intelligent second half"; now, more than 200 press conferences are held on the spot, and on average, a new car is born every 10 minutes. There are only three words left in everyone's subtext: Stay alive! Why? Because the current car market is no longer "inside the roll", but into a horrible "order black hole". Various car companies have solved the problem, and the bosses continue to interact and create topics, but in addition to distracting attention and traffic, it is difficult to say who is the winner. In the midst of this noise, Changan, the senior boss of the automobile circle, shouted: "Integrate Avita and Deep Blue!" Today we are going to pick up a piece of Chang 'an. Why do you want to do it to yourself? Behind this lies the cruel truth of how the Chinese automobile industry survives. More exciting videos, "more children" in the car home video platform is no longer easy to fight? First, let's look at a set of data. Changan Automobile sold 2.913 million vehicles in 2025, a new high of 9 years, achieving positive growth for 6 consecutive years, which looks like a unique scenery, right? However, when I opened the financial report, the revenue rose slightly, but the net profit fell by 44%! This is the most realistic mirror image of the industry: increasing revenue without increasing profits. Chairman Zhu Huarong has been emphasizing one word: brand redundancy. In the past, the market grew rapidly, and we felt that "having more children was good for fighting". As a result, by 2026, we found that these children were all brothers, and they were fighting for a sweet potato at their doorstep to break the blood flow. According to Changan's strategic positioning, Avita is positioned at 250,000-700,000, and Deep Blue is positioned at 150,000-300,000. It sounds like there are two ways to divide the army, but what about the actual battle? The two met directly on the narrow road! For example, the dark blue S09 sells for 259,900 yuan, cutting directly into the hinterland of Avita; while the Avita 06T (parameter | inquiry) sells from 219,900 yuan, which is also directly aligned with the dark blue high-end product line. The price bands are highly overlapping even though the model categories are different. As a result, everyone also saw that in 2025, neither brand had completed the KPI, and even if the target was lowered, Deep Blue still failed to hit the line. In addition to "fighting each other", the two sides also have a heavy asset operation model, as well as intensified industry competition and other factors, resulting in both into a profit quagmire. Avita lost nearly 1.59 billion in the first half of 2025, and Deep Blue lost 900 million in the whole year. Zhu Huarong threw out a truth: by 2030, the annual sales of 3 million vehicles is only the threshold of "living", and 5 million vehicles will be considered "living well". The scale of Chang 'an now happens to be stuck at this tipping point. If Avita and Deep Blue are allowed to operate independently and invest repeatedly, it is a waste of resources. The ultimate efficiency revolution So, how does Changan plan to integrate? Is it straightforward to combine two brands into one? No. Zhu Huarong defines this as "front-end independence, middle-end and back-end synergy". Translated into vernacular terms: brand management, user-side cognition, you all play, Avita continues to anchor high-end luxury, deep blue continues to focus on high-end new energy; but in the unseen links of consumers, such as R & D cost sharing, centralized procurement of parts, system capacity building, we must form a synergy! Aveeta Vice President Yong Jun bluntly said that automobiles are pure economies of scale. If a high-end intelligent driving module is only used by Avita, the amount cannot be rolled out, and the research and development costs are always amortized; but if Avita and Deep Blue are used together, the cost reduction caused by the scale effect can reach 20% to 30%. We know that the auto industry's profit margin is as low as 3.2% in the first three months of 2026, which is 30% of the industry's "life-saving money" in the winter. In order to completely solve the "fight between my brothers", Changan also did a cruel thing: the product line slimmed down. In the next five years, Changan's product lineage will be reduced from the current 63 models to 36, a decrease of 43%. What used to be 'sprinkled pepper', what fire does; now it's 'clench your fist', pooling all your resources to create a globally competitive core product. Many people ask, will the integration affect Avita's listing? Avita President Chen Zhuo gave reassurance that the plan to go to Hong Kong for listing remains unchanged. Zhu Huarong also stressed that the interests of employees and shareholders will remain unchanged and will even be better protected. This kind of integration is to solve the problem of "equal interest", so that Changan can really return to the normal track of "making money" from the early investment period. Chinese cars are playing "Consumption Fun" Do you think only Chang Anxious? Looking at the entire industry, everyone is actually playing "eliminating fun". Geely Automobile took the lead in returning to "One Geely" in 2024, merging Link and Krypton into Geely Automobile Holdings to achieve a comprehensive closed loop in R&D, procurement, and capital; SAIC established the "Greater Passenger Vehicle Plate" to coordinate independent brands; GAC integrated the supply chains of Ai 'an and Hao Bai. Even NiO fights against risk by integrating resources from three brands. Everyone finally woke up: the root cause of the car market war is oversupply, and only by integrating and clearing can a new balance be achieved. However, some experts pointed out that there are still many industry participants, and many companies do not even have the value of mergers and acquisitions. In the past few years, Weima, Jiyue, Naomi and even Jeep and Mitsubishi have all withdrawn. Surviving large factories must cut out those "fat" brands through consolidation. Roland Berger expert Zheng Zheng predicts that by 2030, China's car market may have only five to seven top giants with annual sales of more than 2 million. Against this backdrop, Changan aims to cut 1.5 million vehicles by 2030 by integrating Avita and Deep Blue. For Chang 'an, which is committed to the global Top10, this integration is not only a game of efficiency and cost, but also a reshaping of brand value and system capabilities. Summary: The Beijing Auto Show in 2026 is not a car, it is anxiety, and it is also a decision. Chinese cars have officially entered the "deep water game" from "barbaric growth". The integration of Chang 'an is to exchange short-term structural pain for long-term global track tickets. Big waves, running fast is no longer the only standard, whose system is more stable, who is more ruthless against themselves, who can live to the end.