At the Guangzhou Auto Show that opened yesterday, Shanghai GM announced that it would strongly participate in this auto show. They are not intending to attack the southern market, but will publish the new car next year before the end of the year. In Shanghai GM’s list of exhibitors, nearly 200% of the new models in the 20-odd vehicles accounted for nearly half. Industry insiders predict that 2006 will be a model year again, and competition from mainstream manufacturers will shift from the era of launching boutique models to riding the Savior to an era of more tactics for winning cars and seas. What's this saying?
Based on it?
With the rapid development of China’s auto market in recent years, the number of auto sales and number of models has rapidly increased. However, after analyzing the product launch status and market performance of major automotive joint ventures, sales volume ranks among the top five joint ventures. Of the auto manufacturers, only four manufacturers have more than 100,000 vehicles, but only one model has more than 100,000 vehicles, while the vast majority of other models sell at less than 60,000 vehicles.
With increasingly fierce market competition, the number of models in the Chinese market at each level will increase only in the next few years. The growth in the number of models is generally faster than the increase in market sales. The average sales volume of a single model is bound to decline.
Since 2001, the sales growth rate of the micro and small car market is obviously greater than the growth rate of the number of models. Therefore, the average annual sales volume of a single model is on the rise. In the compact, medium and medium-sized car market, the situation is exactly the opposite. In the future, major manufacturers will have plans for the introduction of numerous models in the coming years. For example, Volkswagen has repeatedly stated that it may introduce all its models into China. The most important small cars, compact cars and medium-sized cars of all grades have all five models with more than 100,000 vehicles. However, from the point of view of sales volume or number of models, the three to 60,000 range models are also three. The most important models in a class and have a certain sales volume. Therefore, overall, the decline in single-model sales will continue, and it will be more difficult to achieve high sales volume with single models, while achieving a total volume target will be achieved by selling more models and achieving 3-6,000 vehicles per model. may.
There are indeed several models in the auto market that have sold over 100,000 vehicles each year, including Xiali, Santana, Jetta, Elantra and Accord. However, the first four models are the main force or new models of the taxi market, and the current domestic rental market, the main models are also 4,5 models, relatively fixed. Taking Xiali and Jetta as examples, the two models each accounted for more than 20% of the taxi market in 2004; of the approximately 130,000 new taxis that were added nationwide in 2004, Jetta had more than 30,000. Therefore, in the coming period of time, these models, especially the first four should continue to maintain annual sales of more than 100,000, but for most models, to achieve this achievement may be expected but not expected And it's up.
If manufacturers have more products, their respective areas of coverage are relatively narrow, so that the sales of each model will be relatively low. However, on the whole, by targeting the needs of different consumers, each product will be more targeted and easier to attract consumers in specific market segments.
Whether it is based on foreign experience or analysis of actual needs of consumers, after satisfying the basic functional needs, consumers will start to think more about the identity of their own personality and model image, and personal needs will become more and more significant. At present, product launches from major manufacturers can also be seen. It is not possible to rely on one model at a time to be able to take it all together. It is often the launch of multiple models that appear in different images, such as a law-abiding sedan. For the regular group, we will launch a hatchback vehicle targeting urban youth leisure groups, or a sports-oriented style for fashionable sports groups, and so on.
We have found that it has been difficult for a single vendor or a single vehicle to have a monopoly in the Chinese market. Perhaps China missed the “national car†era in which millions of vehicles were sold or tens of millions of vehicles were sold, but now the market is facing this situation: Chinese society has already seen a multi-layered structure of multiculturalism and consumption, and at the same time, China's auto market has already presented the reality of providing different products for different needs. (Lin Lei)
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