■? The car market was cut "old bottom"? Smooth incremental expectations are still
From "instant shock" to "smooth incremental", the Chinese auto market in 2020 lost some of the bottom, but did not lose the confidence of the development. In February this year, the domestic automobile production and sales are 300,000 units of the size of the above and below, a year-on-year decline of nearly 80%. China Association of Automobile Manufacturers Executive Vice President and Secretary General Fu Bingfeng February car market commented that "history has never had a market shock state. Fu Bingfeng pointed out that the relevant state authorities and the industry's major car companies have reached a **** knowledge, the future car market will show a steady increase in the state of the car market this year is expected to be compressed to the overall production and sales decline within -8%. This means that the second half of the car market will be basically the same as the second half of last year. In July this year, the domestic car market sales reached 2.112 million units, an increase of 16.4% year-on-year, the fourth consecutive month of year-on-year growth, the future of the smooth incremental expectations are still in. Wang Rui, general manager of SAIC Datsun, analyzed that the continued slow growth will be accompanied by up and down market fluctuations for a long time. The domestic car market has been in a state of shock since reaching a high point in 2017. This round of fluctuations is accompanied by macroeconomic adjustments, market consumption upgrades, as well as the sudden attack of the epidemic. There is a view that China's car market will not recover to the state of 2017 until 2025, and those with high expectations believe that the market can break through the 30 million annual production and sales mark in the future. Wang Qing, deputy director of the Institute of Market Economics of the Development Research Center of the State Council, suggested that the car market is generally expected to 3-5 years platform period there is the possibility of being broken, the existence of some special factors such as epidemics will trigger the market's positive adjustments, and once the macro-economy appears to have a relatively large improvement in the car market to restore the elasticity should be relatively large. From the analysis of the current car market by the interviewed guests, we can get four accurate conclusions. First, China's auto market "potential growth" (can be understood as an analysis based on a certain base) is not expected to change, the change is due to the epidemic caused by the "base" (can be understood as a reference to the base) cut. Wang Qing analyzed that, with the curve to describe the words, the car market rebound trend of the expected curve has not changed, but the whole rebound curve downward flattening, that is, the base has become lower. Secondly, the core reason for the decline in the market share of Chinese brand passenger cars is the consumption upgrade, the decline in this data is mainly reflected in passenger cars, the factors affecting the decline in purchasing power of some people in addition to a part of the population, there is also a part of the people's demand for the purchase of cars to more than 100,000 yuan, some consumers are not ready to buy the Chinese brand, and in addition to the epidemic situation led to the market appeared in a certain amount of wait-and-see users.Tang Fengliang, vice president of public relations and media for Porsche China
Thirdly, the demand for all types of mid-range and high-end products continues to grow. Mr. Tang Fengliang, Vice President of Porsche China PR and Media, emphasized in the exchange that "even if the macro car market environment enters a cold winter, the luxury car market is still one of the few segments that can get a good trend." In addition, more segmented MPV and pickup truck market, despite the total decline, but the middle and high-end models in it are still growing. Wang Rui said that consumer demand for medium and high-end models is obvious, as long as the product is done well, consumers will be willing to pay. Fourth, the head of the enterprise just red, polarization is becoming more and more obvious. China's new car market production and sales ceiling is still difficult to predict, but the Matthew effect has emerged. The head of the enterprise can rely on the absolute advantage of the market segments to establish their own leading position, but the tail of the enterprise will only become more and more difficult to avoid the fate of the reorganization or bankruptcy.■? The company's products and services are also sold? "Product service" has become a foregone conclusion
After the epidemic era, the automotive market is most concerned about whether the demand has been released. Wang Qing believes that the current performance of the automobile market, including the situation in the past two years, are lower than our previous analysis of the market is expected, the market's real demand has not been released. Demand has not been released for two reasons, one is the direct impact of the macro economy on the car market, the end of the market demand for car replacement is not strong enough; the second is the early stage of the epidemic to buy a car in the conditions of the limitations of the 4S stores closed, consumers go out to buy a car to reduce the behavior of the demand for freezing and other factors. If there is no further suppression of the epidemic, the automotive market demand will gradually rebound, the market growth rate of production and sales may be close to 3-5%. In fact, the continuous growth of the auto market in the last four months has released a positive signal that consumer confidence in the end market is being re-established. In the communication between the automobile house and the guests, we also focus on a deeper problem - from suppressed to release, what kind of change will happen to the demand of the automobile market? "The auto market is still in a state of overcapacity, and what's missing is more advanced products and better service." Fu Bingfeng believes. When the auto industry in the focus from quantity to quality, brand upward and other major strategies are often overlooked brand premium ability, especially the improvement of service capabilities. Described in a colloquialism by Yang Guanghua, general manager of Chang'an Auchan sales company, "buy a car of more than 200,000 yuan, enjoy the roadside stall-like 'very low' service, consumers will decline in the brand perception of this enterprise."『Yang Guanghua, General Manager of Chang'an Auchan Sales Company』
"Product servicing", i.e., the development of manufacturing industry to servicing has become a major trend in China's industrial and economic development, and the relevant enterprise concepts and business composition of the automobile industry will thus undergo great changes. "Product demand is relatively at a low level, the higher up the more emphasis on human relations, which is the service." Wang Qing said. On the other hand, the service is accompanied by consumers to see the car, buy a car, use the car always, accompanied by structural changes in the consumer group. Car companies can not ignore the most is the rejuvenation of the car-buying group, 90 after including 00 and other new consumer groups continue to grow. The changing needs of the new purchasing power, not to repeat here, the relevant topics for discussion can be referred to the Motor Home feature "this session of the young people", as well as "this session of the young people - 2020 China's Z-generation automotive consumer insights" report (to get the full version of the report, you can pay attention to the "car market story" WeChat public number, direct download).■? Have a great way to deal with changing demand? These strategies to understand
What do car companies need most today? What is needed is a new strategy to deal with changes in market demand and counterattack the market. The first is cross-border cooperation, remodeling the user model in line with the positioning of the new brand, new models. The models that can dominate the market are bound to have clear market positioning and clear user demand labels. Nowadays, the accelerated pace of product development, the increasing demand for user personalization, user survey costs continue to rise, and many other factors, have increased the difficulty of brand positioning, model positioning. Big data, cloud computing and other tools have expanded the thinking of car companies. The second is precision marketing, change the product launch strategy and rhythm, from relying on the auto show release to online and offline multi-channel release. Fu Bingfeng suggested that the future release of new cars do not have to be limited to seasonal, can be based on the product development cycle at any time, but also the use of big data in the major platforms for precision marketing, including the application of automotive home and other Internet platforms to provide leads and channel information. On the other hand, enterprises should strengthen digital marketing, including intelligent operation platform that can be docked with dealers, and IP tag management for car owners. The third is to grasp the incremental stock together, the market pull complement each other. In recent years, the total volume of the incremental automobile market has declined, but the purchasing population has changed a lot, and the choice of young people to buy cars and the original traditional users constitute a different increment, such as the new energy automobile market and the Tesla user's youthful proportion is significantly higher. In terms of stock, Wang Qing believes that the period of high-speed development of the incremental market has passed, the state can consider increasing the relevant support and requirements of the automobile stock market, prompting users to change their cars, improve the efficiency of the circulation of second-hand cars, and indirectly promote the demand for new cars. The fourth is the formation of cross-border marketing platforms, playing a personalized advantage in the ****ual platform. Fu Bingfeng suggested that car companies and dealers should jointly form an Internet marketing platform. This kind of platform is not a company can do, there must be cross-border keen marketing team in order to realize the innovation of the business model, so that the participating enterprises to develop personality space. Fifth is to respect consumers, lowered to dig market demand. Only after fully meet the needs of consumers, dealers and car companies can start from the acquisition of customers to constantly discover the potential value of each customer, which is also a point of "product servicing". （This is also a key point of "product service". Liu Honglong)