Subdivided market growth slows single model to fight the world

As the auto market returns to a high-growth track, more and more domestic automakers have begun to deploy heavily to the SUV market. However, behind the hot SUV market, it has exposed the helplessness of a single model.

"The X80's hot sales are indeed surprising, but in the case of a large number of order backlogs on the X80, the B50, B70, and B90 have not seen much improvement in their prices." A FAW Pentium dealer told the Beijing Daily reporter that only one How long the SUV models can support has become the first consideration for dealers. If the X80's sales can not keep up, dealers can only face the situation of no-car support sales.

A survey by the Beijing Commercial Daily reporter found that FAW Pentium is only a microcosm of the auto market that currently depends on a single model to support sales. In addition to the hot selling of SUVs, individual car companies have formed single-model air castles due to lack of strong category support.

Market participants are also generally concerned that a model is too risky to take big risks and the market competition is becoming more and more fierce. As today’s new vehicles get listed, no one model can be sold for a long time and the competition in the SUV market is becoming increasingly fierce. Once the market boom retreats, over-reliance on the SUV model will likely result in a situation where the overall benefits are compromised, and companies will also experience the risk of a significant decline in sales.

SUV models alone support sales

It is understood that the number of SUVs that have been listed and are about to be listed this year has reached 33. Compared with the 19 models that were listed last year, the number of SUVs will increase by at least 60%. Companies that rely on SUVs to support sales are among the few. In addition to FAW Pentium, Subaru's Foresters, Haima S7, Dongfeng Honda CR-V, and Chuanqi GS5 are the head-up models of each brand, and the sales volume of single models is the support and drive. Overall sales.

In fact, the SUV, which is hot in the market and highly concerned, has already become the “final” profit and sales support point for many brands. During the interview, many car owners said that the SUV is the key to the completion of the annual sales target, and the sales plan is mostly based on the trend of SUV models.

For the dependence of SUV, Dongfeng Honda seems to be the most typical. Last year, the new-generation CR-V sales target was targeted at more than 170,000 vehicles, which will account for more than half of the annual production capacity of 300,000 vehicles in East Ben. Since the beginning of this year, CR-V's ranking in the market segment has fallen again, and it is only ranked third, with a difference of nearly 70,000 from the number one sales of Haval.

A Dongfeng Honda dealer frankly stated that from the current point of view, the new civic who hopes to reverse the situation has not been able to open the sales situation, and CR-V has changed from an increase in price to rely on price war to maintain sales, which is obviously not an enterprise. Hope to see the result.

Segment market slowdown

It is worth noting that although the domestic SUV market has always maintained rapid growth, the growth rate has begun to slow down significantly. In the first half of this year, a total of 1,329,800 SUVs were sold domestically, an increase of 41.56% year-on-year. However, after subdividing into each month, the growth rate of the SUV market has been declining by 83.8% from the same period of last year, and the growth rate of the SUV has dropped to 37.7% in June.

Yan Jinghui, deputy general manager of the Beijing Asian Games Village automobile trading market, said that from the data point of view, the SUV market has achieved certain growth, but now there are signs of weakening, especially as the traditional mid-end SUV gradually loses its influence due to product aging. A model can no longer meet the increasingly diversified market demand.

At the same time, Luo Lei, the deputy secretary-general of the China Automobile Dealers Association, also stated that the increased competition in the SUV market has caused dealers to increase their inventories and their profitability has weakened. Concessions can be seen everywhere on the market.

Beijing Commercial Daily reporter saw in the FAW Pentium 4S shop, although the X80's orders have been timely supply consumers, but dealers did not dare to increase prices. This is in stark contrast to the situation in the past when hot-selling cars were ordered in cars and the price of cars was increased by tens of thousands of yuan. “Now consumers can choose a lot of models, the era of car sales is gone forever.” A FAW Pentium dealer revealed that the market today is the last word to sell cars, unless special "strong "No one dares to insist on price increase."

In Yan Jinghui's view, FAW's Pentium X80 has a gap with its strong foreign brands in terms of brand and technology and manufacturing quality. In addition to the price, the X80 has no advantage at all. This also requires companies to work hard on the quality of the SUV rather than the quantity. Otherwise, the slowdown in the future SUV market will inevitably lead to passive sales and damage to dealer interests.

Relatively single vehicle poses a hidden problem

Although the industry generally predicts that the SUV market will maintain a growth rate of more than 20% this year, but from the current speed of launching new brands of various brands, it will not take too long, and the demand for the entire SUV segment will eventually reach saturation and become more cruel. In the competition.

“The sales of single models are not safe. Evergreens such as Jetta and Santana are no longer the focus of FAW-Volkswagen and Shanghai Volkswagen to support sales.” Yan Jinghui believes that it is the layout and marketing of various models, FAW. - Volkswagen and Shanghai Volkswagen have long since got rid of the reliance on "the oldest kind" of marketing, and there are hot-selling models in various market segments before they have stabilized their market position today.

On the other hand, Mazda and Suzuki in Japanese cars have long been the only ones selling Mazda 6 models, while Changan Suzuki can only rely on SX4 to support sales. In the context of the general setback of Japanese cars in the past two years, Toyota and Nissan, which are rich in hot models, have first recovered their strength, which is in stark contrast to the weakness of Mazda and Suzuki.

Relevant investigations show that since 2005, the market life cycle of new models has been continuously shortened, and in recent years, the speed has become faster and faster. In order to enhance competitiveness, major brands are pushing their brains and making efforts to push new cars. The past was a few years old and now there are changes every year. Therefore, experts pointed out that only a rich product system is the fundamental to ensure the competitiveness of the brand, but also, at least to ensure that there are several models selling, only enough anti-risk ability.

"Of course, from the current point of view, various brands are constantly enriching other models, to meet more consumer choices." Yan Jinghui said, but the premise is that the first product to be launched to protect the quality, rather than just quantity, otherwise models The greater the risk, the greater the risk of not being able to form an overall increase in sales, but rather affecting the brand.