This year, China's automobile production and sales jumped to the first place in the world for the first time, which opened the road of "global sales crown" in the next decade. Prior to this, the sales volume of the American automobile market had been ahead of the world for more than half a century.
The development focus of multinational car companies began to shift to the China market; China local car companies have made efforts. "China is the most active automobile market in the world", and this conclusion certainly holds true in the above ten years.
In 20 19, the sales volume of China automobile market dropped more than 20 18.
In 20 18, the automobile market in China fell for the first time after 28 years of continuous growth. In 20 19, it dropped by 8.2% year-on-year, which even shocked everyone. The view that "China market speeds up the elimination of car companies" has revived, and there are also big coffee voices in the industry. "In the future, there will only be 3-5 car companies left in China."
Ten years' data is huge, so let's find a small starting point to observe the changes in the market. Comparing Top 10, the best-selling car of 20 19 in China, with that of 2009, it is found that many interesting changes have taken place in China's automobile market in the past decade.
"Small cars" and low-priced cars disappeared from the list
We have marked the prices of all models in two tables, excluding Wuling Hong Guang, which was once considered as a commercial vehicle. It is found that Top 10, the best-selling car of 20 19, is the cheapest, with 86,900 Volkswagen Santana. In other words, the prices of ten best-selling cars in 20 19 are basically above 654.38+10,000 yuan.
(20 19 The cheapest best-selling car is Santana, with 86,900 cars; The best-selling car with the lowest price in 2009 was Chery QQ, with a price of 33,800 yuan. The price of Santana is more than twice that of Chery QQ. )
For example, BYD F3, Chery QQ and Li Xia were on the best-selling car list in 2009, and these models with a price of around 30,000 to 50,000 were all dead. The once best-selling low-priced cars have not only faded out of the list, but Chery QQ and Li Xia have also stopped production. Byd F3? In 20 19, the annual sales volume was just over 20,000 units, and it was also on the verge of delisting.
Don't local car companies in China need to rebuild low-priced cars?
Ten-year comparison of Japanese best-selling cars for reference.
In Top 10, a Japanese best-selling car in 20 19, except Prius, Sienta and Corolla, the other seven cars are small cars, and the top three best-selling cars are standard K-car MPVs. In other words, the best-selling models in Japan are basically models with small volume, large space, small displacement and low fuel consumption, which can also be said to be practical.
Honda, Daihatsu and other car companies have K-car models selling well in Japan. According to the latest regulation of June 5438+ 10, 2000, cars with a length of less than 3400mm, a width of less than 1480mm, a height of less than 2000mm, a displacement of less than 0.66L and a maximum power of less than 47kW are called light automatic cars.
Did it answer the problems encountered in the process of rapid urbanization in China-congestion, tight parking spaces, exhaust emissions, like small cars, K-car? What's more, these light vehicles have low fuel consumption because of their small displacement. The basic fuel consumption of Honda N-Box is only 3.7L per 100 kilometers. Comparatively speaking, the comprehensive fuel consumption of LaVida automatic transmission basic model, which ranked first in China in 20 19, is 5.5L.
If we want to promote these light vehicles with environmental protection and energy saving, won't the effect be immediate?
Japan has been doing similar things for a long time, and the first edition of the K-car standard can be traced back to1July 8, 949. The standard has been revised many times, but the policy always encourages people to choose similar light vehicles. For example, you don't need a parking space certificate to buy a K car in Japan, and other larger models must have a parking space to buy a car; Buying K-car can also reduce the corresponding tax.
Policy is one of the reasons why the most popular cars in the Japanese market are getting smaller and smaller, and the cultivation of rational consumption habits is also very important. Among the best-selling cars in 2009, Nissan Serena and Toyota Voxy are two MPVs the size of Odyssey in China market, Honda Insight, Corolla and Prius are compact cars, and others are small cars and mini-cars.
The recent epidemic has catalyzed a group of more rational consumers in China-owning a car is very convenient, and it doesn't need too much volume and strong performance. Fit is also sought after by many young people in China market. Wuling Hongguang has such a great popularity, similar to Japanese K-car? MPV route.
You see, China consumers have not completely abandoned light vehicles, and this market still needs high-quality products.
Fit in China market and Wuling Hong Guang are highly sought after low-priced cars, especially local car companies in China, and they should not give up similar models with similar prices, grades and positioning.
China local brands have been seeking "brand promotion" for many years, but please don't ignore that brand promotion is not only to produce high-priced cars, but more importantly, to provide higher-quality cars at the same price. Wuling Hong Guang is a typical representative of keeping the price unchanged and improving the quality. It can be said that it is precisely because of its strength that it can become an online celebrity car in the eyes of contemporary young people.
China brand needs to build its own "Corolla"
There is also a high-quality form, which is to create your own "star model".
Looking at the ten-year comparison list of domestic best-selling cars, we can see Volkswagen Jetta, Honda Accord, Toyota Corolla, Toyota Camry, Honda Civic and so on. They are all star models of their respective multinational car companies. These cars have been popular for ten years, and it can even be said that the reputation of star cars has created the reputation of the brand.
The first generation Corolla can be traced back to 1969, and the cash is the twelfth generation model. Long-term accumulation not only brought perfect design to Corolla, but also accumulated a strong reputation.
Who can you think of when you mention China local brand star models? BYD F3, once the number one seller, has long since faded out of public view, and QQ and Li Xia have also stopped production directly. China brand urgently needs long-life models such as Corolla and Golf. After many generations, it can not only get better and better, but also accumulate word of mouth and form a star effect. At present, local brands in China have "Astrology" models, such as Geely Emgrand, Changan Yidong and Haval H6.
Changan Yidong and Haval H6 have begun to take shape in the history and quality evolution of vehicle models. China brand should strive to build its own star model and own its own "Corolla".
Compared with the best-selling models in Germany ten years ago, we can also see that star models always play an important role. With Polo, golf and Passat, Volkswagen can lead its European counterparts for ten years. Mercedes benz c and Opel Astra were also the star models on the list ten years ago, and Ford changed from a carnival ten years ago to a Focus ten years later. Is it unexpected that Ford is so popular in Europe?
Ten years ago, there was an obvious change in the best-selling models in Germany, that is, in 20 19, two more SUV models came on the market-Volkswagen Tiguan and T-Roc. That is, a few years ago, Germany was full of station wagons, coupes and small cars. Unexpectedly, this SUV tide has also swept this land. Haval H6 is the only SUV in China's 20 19 best-selling model list.
In addition to golf and other best-selling cars, the names of two SUV models, Tiguan and T-roc, also appeared on the 20 19 German best-selling car list. Old drivers in Germany don't seem to rely much on SUVs.
Star models also appeared in the comparison of best-selling models in the United States ten years ago and ten years later. Pickups represented by Ford F series, SUVs represented by Toyota RAV4, and cars represented by Toyota Corolla-the same formula and the same taste. No wonder the United States is a "country on wheels" and its consumption habits are relatively stable.
What deserves the attention of local car companies in China is that these pickup trucks, which sell well in the United States, still have good household attributes-not bad face value, not bad space and not bad performance. Although large displacement engines have no prospect in China, I believe that some pickup trucks with small size, strong personality and strong passing ability will still be liked by consumers in China.
The world-class influence of China brand can start from "world car"
As mentioned above, star models are a great support for the brand. 10 years ago, Toyota corolla and Camry sold well in almost every major market in the world, and these two cars became the symbols of Toyota brand. In other words, Corolla and Camry are brands themselves, which bring huge "flow" to car companies. Volkswagen Golf, Polo, Honda Accord and Civic are all the same.
These star models can also be called world cars-the best-selling cars in major markets around the world. At present, China brands are seeking world influence, and they should also start with world cars. Brand influence can't be achieved overnight, but starting from the world's cars, gradually consolidate the brand's impression in the minds of consumers-serve the table first.
In 20 19, the 24th Haval H6 has appeared in the list of the best-selling cars in the world. But the problem is that the international influence of Haval H6 is very limited at present, and most of its sales are concentrated in the China market. "There will only be single-digit car companies in the global market in the future." China Autobots set their eyes on the world, and it is a good way to start with star models and world cars.
Words? |? Dapeng ge
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.