The products of the joint venture brand have invaded the territory where the independent brands have settled.
A few days ago, Dongfeng Nissan Kai Chen R30 officially launched pre-sale, with a pre-sale price of 42,800 yuan. According to the plan, the vehicle will challenge the target of 5,000 sales per month and provide important support for the sales target of 150,000 units of Qichen this year.
Ye Lei, full-time deputy head of the Dongfeng Nissan Passenger Vehicles Sales and Marketing Headquarters, believes that Qichen will focus on the first-in-kind purchase of cars and motorcycles in third, fourth, and fifth-tier cities, as well as consumer demand for upgrades.
In fact, in addition to Nissan, multinational corporations including Volkswagen, Ford and others have also stated that they will introduce low-priced products of around 50,000 yuan. Some analysts pointed out that as the price of joint venture products declines, this trend will intensify, and the clash between self-determination and joint ventures will be a melee one.
Aimed at "two-wheeler" Upgrading groups <br> <br> It is understood, R30 is based on the Nissan Ma Chi from the platform to build a model. Ye Lei told reporters that the target users of the R30 are more targeted at third-, fourth-, or even fifth-tier cities and are eager to enter the four-wheeled life of first-time consumers, such as motorcycles, electric bicycles and other upgrade consumer demand.
According to the white paper “China's auto consumption blue ocean market insights†previously released by Nielsen Market Research Company, consumers from third-tier and fourth-tier cities account for 68% of the total number of planned car buyers in China in the next year, and 56% of consumers who purchase cars for the first time .
It is worth noting that currently foreign brands, including Toyota, Honda, and Volkswagen, are constantly adding to this market. This area was originally a sales base for independent brands.
Ye Lei believes that there are currently two types of market play in the A0-class car market. One is the cost-effective route, and the other is the fine line. The former mainly represented Chery QQ, BYD F0, and Changan Benben, while the latter represented the joint ventures of Volkswagen Polo, Honda Fit, and Toyota Vios and Zhixuan that had just completed replacement.
In Dongfeng Nissan’s opinion, the price-performance ratio line emphasizes practicability compared to the fine line, and does not require too much cost to increase product added value and highlight product personality. It only needs to satisfy popular demand, while avoiding the positive competition with the joint venture. , can also meet the needs of the target population.
“We are more concerned with the fact that prices can not afford consumers less burden and provide consumers with adequate equipment, rather than too much equipment.†Lei said.
It is understood that the Kaichen R30's main model sales range is below 50,000 yuan, compared to its own brand, Kai Chen's advantage is that it can not only enjoy the same NISSAN brand technical standards, but also comparable to independent price competitiveness .
"The car was built on Nissan's global vehicle platform. The mature platform allows us to be more efficient in development. In addition, the R30 is built on the basis of the Nissan Million System Force, and the economies of scale can make the cost lower. "Dongfeng Nissan Kai Chen Division Minister Yan Hongbin told reporters. According to the company's internal planning, the R30 will challenge the sales target of 5,000 units of monthly sales, which means that the vehicle will exceed the current average sales of the D50 and R50.
Market share of independent brands continues to decline
In fact, apart from Dongfeng Nissan, multinational corporations including Volkswagen, Ford and others have stated that they want to introduce a low-priced product with a price of around 50,000 yuan in the Chinese market. Prior to this, the price of Shanghai GM Sailou has dropped to 60,000 yuan. Yuan below.
Some people think that with the continuous release of consumer demand in the third and fourth-tier markets, the continuous exploration of the price range of joint-venture brand models will be the general trend.
At present, in the car market, with the invasion of Volkswagen Santana, Jetta and Citroen Elysee and other entry-level product models, the self-owned and joint venture 100,000 yuan price separation belt has gradually been dissolved. According to the data from the National Passenger Vehicle Market Information Association, most of the autonomous cars in the 80,000-100,000 yuan automakers face growth pressure. Among them, Chery's focus on creating Ariza 7's current monthly sales of less than 3,000 vehicles, far from the company's expectations. The monthly sales of products such as BYD Sr., Great Wall C50, Roewe 550, and Emgrand EC8 were all around 1,000 units.
Retired self-owned brands have now moved below 80,000 yuan in the main section of sedan products, while sales of some self-owned brands have been focused on about 50,000 yuan. For example, in the sales structure of Chery, QQ, Fengyun 2 and other products are still the main sales force; in the BYD product camp, in the first five months of this year, cumulative sales of the F3 and F0 products totaled 53,000, accounting for more than 30% of the brand's overall sales.
Some people in the industry are concerned about this. Once the joint venture further invades the price territory with autonomy of around 50,000 yuan, the autonomy will usher in even greater pressure. In fact, according to the data from the China Association of Automobile Manufacturers, in the past May, the sales of self-owned brand passenger vehicles were 580,000 units, and the market share decreased by 0.58 percentage points month-on-month. This is already an independent brand since September last year. Market share declines in the month.
At present, independent brands represented by Chery, Geely, and BYD have also successively adjusted their product lines and increased their investment in product research and development to seek improvements in quality and technology. However, judging from the current sales performance, the pains of the transition are difficult to avoid. In the future, the battle between self-determination and joint ventures will be a melee one.
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