When summarizing the Chinese auto market in 2005, people often use the words “robust†and “matureâ€. Under such market conditions, what kind of products can play a key supporting role in the development of enterprises? According to the analysis of the sales structure of the top ten companies in the national sales of cars from January to November last year, the reporter found that mid-size cars can be regarded as the “mainstay†of the current Chinese car market.
The production and sales data provided by the China Association of Automobile Manufacturers shows that from January to November last year, the top ten companies in the national car sales were Shanghai GM, Shanghai Volkswagen, FAW-Volkswagen, Beijing Hyundai, Guangzhou Honda, Tianjin FAW Xiali, Chery Automobile, and Dongfeng. Nissan, Shenlong Automobile and FAW Toyota. A common characteristic of these ten companies is that despite the increasing product line, it is still one or two main models that really support the sales of enterprises. Among them, there are six companies whose main models are mid-size cars. The top four companies all rely on mid-level cars to "top".
Shanghai GM's best-selling product is the Sedan Excelle, which accounts for 3.64% of the total passenger vehicle sales in China during the same period. If the hatchback Excelle is also included, the Excelle model's share of the passenger car market can reach 4.82%. In contrast, the company’s sales contribution from other products is much smaller. Except that Regal 2.5L can account for 1.49% of the total passenger vehicle sales, none of the other models exceeds 1%. It can be seen that for the sales champion, the important position of the mid-level car is self-evident.
For the two North and South Volkswagens, mid-size cars are a crucial part of their product line. Although sales fell a lot last year, the two companies still maintain a considerable market share by relying on mid-size cars. Shanghai Volkswagen's main model is ordinary Santana, sales accounted for 3.18% of total passenger car sales; FAW - Volkswagen's Jetta is also "charisma is still the same," in the total passenger car sales accounted for 4.47%.
The single-brand sales champion Elantra 1.6L is a well-deserved backbone of Beijing Hyundai. This mid-size car, which accounted for 5.1% of the total passenger vehicle sales and a cumulative year-on-year increase of 137.66%, became the star product of the car market last year.
In addition to these four companies, Shenlong Motors and FAW Toyota Motor Co., Ltd. are among the "top ten" players, benefiting from the contribution of mid-size cars. In particular, FAW Toyota Motor Co., although the sales of Crown and Reiz are in good condition, the number of people who can really play a decisive role in sales is also a few. This car's sales accounted for 2.14% of the total passenger car sales. The Dragon Elysee and Peugeot 307 formed the main camp. The sales of these two mid-size cars together accounted for 2.73% of the total passenger vehicle sales.
The mid-size car market has become
The core of China's auto market
Judging from the current market conditions, the consumer's consumer psychology has gradually become mature and rational from the original blind follow. According to the findings of an authoritative organization, as the composition of sedan consumers, the proportion of small-scale owners, white-collar workers, and ordinary working-class workers has greatly increased, mid-size sedan and economical sedan have become the mainstream of Chinese auto product consumption. At the same time, the prospects for small-displacement cars are also very promising. However, as small-displacement cars and economical cars are often the first choices for consumers to purchase cars, when they change trains, because they want better products and services, most consumers will choose higher-level products. Some will choose mid-size cars.
In return, most mid-size car customers have relatively stable incomes and have a relatively stable personal social position. This has formed a platform for personal development. Therefore, even if changing cars, they are more inclined to choose new or new mid-level models. The improvement in product quality and the reduction in the price level of domestically produced mid-size cars in the past year or two have been well adapted to this demand.
It can be seen that mid-size cars have become the core of rational car consumption. This can also be seen from the sales. From January to November of this year, the total sales of mid-size cars sold by the top ten companies accounted for 28.84% of the total passenger car sales. If you add sales of mid-size cars from other companies, this number will be even more.
Win a place in the mid-size car market
Has become a common goal of mainstream companies
Among the new-to-market or upcoming-to-market sedan models this year, there are a large number of mid-size cars, including Shanghai GM Excelle wagon, Guangzhou Honda Sidi, Dongfeng Honda Civic who appease the appetite, Changhe Liana two-box type that is planned to be listed at the end of the year, and Chery’s pass. Long time A520, Lifan 520 and so on. In addition, some mid-size vehicles that are listed in the second half of last year, due to the short time to market, manufacturers are prepared to do something this year. Including Fox from Changan Ford, Tiida and Tiida from Dongfeng Nissan, F3 from BYD.
There are so many new and old mid-size cars on the market, and the competition is naturally fierce. However, manufacturers do not seem to care about this and are still reluctant to retreat. Instead, they have invested a lot of manpower and resources to launch new mid-level models. The reason they are doing this is to ensure that they have a place in the mid-size car segment.
A person in charge of a domestic auto company once privately told reporters that it would be difficult for the mid-size cars to develop steadily over a long period of time in the Chinese auto market. Because, although the company may rely on one or two "star models" to enter the peak sales, but this growth is doomed not to be durable. Only by finding a relatively stable market area and consolidating the foundation can companies have lasting competitiveness. He believes that this market area is a mid-size sedan.
The corporate source told reporters that although economical cars and small-displacement cars can be used in high volume, they have a meagre profit; while high-end cars and limousines are lucrative, market competition is fierce. Once the sales volume does not reach the break-even point, The loss will be great. Therefore, many companies have consciously made mid-size cars a strategic fulcrum for their long-term development.
Newspaper reporter Jia Xiang