What is "rims big data"?
"Big Data in Automobile Circle" is a column created by car home for industry users. Through the combination of car home big data and traditional statistical data, it analyzes the macro environment, market trends and hot events of the automobile industry, and deeply analyzes the phenomena of the automobile industry.
Data description:
Brand grades: luxury brands, common joint venture brands (such as Volkswagen and Toyota) and China brands. ? Vehicle category standard: The vehicle categories mentioned in this paper are classified according to the standards of car home Product Library. ? Description of sales data: The terminal sales data involved in this analysis comes from the premium data of the China Insurance Regulatory Commission, and is compiled by car home.
1. The sales volume of Hongqi brand ushered in an upward trend in 20 18.
In the sales data of Hongqi in recent 10 years, in 20 17 years, the annual sales of Hongqi were only 445 1 and 20 19 years, and the sales reached an astonishing 9859 1, with a compound annual growth rate of182. Then, judging from the sales proportion of Hongqi in luxury brands, the market share has risen from the past unattended to the present 3.9%. In the past two years, the rate of increase has been so fast. In 20 18 years, the proportion has not exceeded 1%, but this year, the proportion is close to 4%. In the past two years, Hongqi began to lower its posture, connect with the market, understand the needs of users, and then achieved good market sales. Next, the market situation of Hongqi is expounded from the influence of Hongqi brand in the luxury market and the models launched.
Today, the sales volume of Hongqi brand in the luxury market has reached 3.9%. What is the concept in the luxury market? Let's make a comparison with other well-known luxury brands, and we will know at a glance.
■? The sales volume of Red Flag among luxury brands reached 3.9%, showing the competitive momentum.
From the sales ranking of luxury brands in recent two years, it is found that BBA, the top three German brands, still occupies the top three luxury brands with absolute leading edge, and we can define it as the first echelon. Starting from the fourth place, brands accounting for more than 3% of sales can be defined as the second echelon, including luxury foreign brands except BBA.
It is an indisputable fact that Lexus has a high sales volume in 20 19. From the perspective of the proportion of luxury brands, Lexus reached 6.4%, while the sales volume of Hongqi unconsciously reached 3. 1%, which was close to half that of Lexus and touched the second echelon. We should know that in 20 18, the sales volume of Hongqi in the luxury brand market accounted for less than 1. Let's look at the proportion of sales in the first quarter of 2020, which increased by nearly 1 percentage point, and the sales volume has reached Volvo. It is undeniable that the 3.9% of the red flag should not be underestimated. If this rapid climbing speed continues, it will definitely occupy a place in the luxury market in the future.
2. More than 90% users have a certain understanding of Hongqi brand.
Judging from the user's understanding of Hongqi brand, the overall user has a higher understanding of Hongqi brand. More than 90% of users know some models and the brand logo, while more than half of users still know most models and application technologies under the Hongqi brand. Judging from users' impressions of Hongqi, 8 1.6% users have a good impression of Hongqi brand, but 16.8% users have a general impression of Hongqi brand. Next, let's take a look at the user's detailed evaluation of the various dimensions of Hongqi brand.
■? Beautiful appearance has become the highest item for users to evaluate the impression of Hongqi brand.
In the detail evaluation, the three items that users have the highest impression of Hongqi brand are appearance beauty, safety and ride comfort, and the highest evaluation is appearance beauty, with a score of 3.78. No matter from the aspects of appearance, safety and riding experience, users have a high evaluation of Hongqi brand. The fourth and fifth places of users' impression of Red Flag are the symbol of status and the reliability of quality. It can be seen that the symbol of identity is also the user's high recognition of Hongqi brand, and has a good score on the quality impression of Hongqi brand.
3.20 18 Hongqi launched a variety of new cars to change the previous situation.
Although Hongqi is slightly lower than Audi in clues and transformation, it has only been improved in the past two years, and the increase in sales volume is inseparable from the launch of a variety of cars. Judging from the number of models of Hongqi listed every year, from 20 13 to 20 17, only the models of Hongqi H7 were upgraded every year. During this period, a leader-class administrative vehicle, Hongqi L5, and a limited edition official vehicle with a price of more than one million were introduced. It can be found that for a long time before, the red flag was seriously out of touch with the market, and it was in a state of behind closed doors for a long time, which had a deep gap with consumers. Facts have proved that it is impossible to rely on only one model in the market.
In 20 18, hongqi launched a medium-sized red flag H5 at a price acceptable to consumers, and its sales increased, which also announced that hongqi began to take action. In 20 19, hongqi once again launched hongqi E-HS3, hongqi HS5 and hongqi hs7,21models, which instantly brought hongqi brand to a new height, that is, the second echelon of the luxury brand list mentioned above. When the products began to meet the needs of consumers and take the people-friendly route, the red flag also entered the homes of ordinary people.
■? Red Flag H5 and Red Flag HS5 drive the overall sales of Red Flag.
The product release of Hongqi has accelerated in the past two years. Let's take a look at the sales of specific models, which model can affect the sales trend of Hongqi. As can be seen from the sales volume of various cars under the Hongqi brand, the sales volume of Hongqi H5 2065 438+08 surpassed that of Hongqi H7 in one fell swoop. By 20 19, the sales volume of Hongqi H5 has approached 50,000 vehicles, even exceeding the total sales volume of all Hongqi cars from 20 1 1 to 20 18. The Red Flag HS5 launched on 20 19 also achieved good sales. The Hongqi E-HS3, which was launched in August of 20 19, achieved sales of more than 8,000 units in just four months, which shows that Hongqi has been recognized by the market after the new product was launched. By 2020, under the influence of the epidemic, what will be the Red Flag HS5 and Red Flag H5 at Q 1 stage? It reached the sales volume of about 65,438+0,000, which directly promoted the overall sales volume of Hongqi brand. It can be seen that Red Flag HS5 and Red Flag H5 have been affirmed by consumers.
■? The price range of Hongqi150,000-250,000 is most favored by consumers.
After talking about the sales volume and heat of specific products of Hongqi, let's take a look at the price factors that everyone is concerned about and closely related to. It can be intuitively seen from the figure that the price of Hongqi H5 is the lowest, within 200,000; The price of Red Flag HS5 is around 200,000; The price of Red Flag H7 has reached around 300,000; The red flag HS7 is as high as 400,000, approaching 500,000. Combined with the sales volume, it can be seen that the acceptance of users is obviously reduced for cars over 300,000, and the price acceptance range of Hongqi brand is mainly between150,000 and 250,000.
Four. Red Flag Hot Products Evaluation: Red Flag H5 and Red Flag HS5
After understanding the products of Hongqi, we analyzed the highest-selling Hongqi H5 and Hongqi HS5 from the perspective of competition pattern and user evaluation.
■? Red Flag H5 Competition Pattern: Regal Becomes Its Core Competitor
Let's take a look at the competitive landscape first. The number of comparisons between Hongqi H5 and other cars can well reflect the competitive relationship between cars in users' minds. It can be seen that among the cars compared with Hongqi H5, the number of comparisons ranks high? The competing products of 3 are Regal, Accord and Passat, and we regard them as the core competing products of Hongqi H5. Regal has the fiercest competition for users of Hongqi H5.
■? User evaluation of Hongqi H5: good appearance and modeling.
Judging from users' evaluation of Hongqi H5, the proportion of positive evaluation reached 76. 1%, among which the highest positive evaluation was appearance, which was also ahead of other evaluations. The 2-5 positive comments are the overall interior, seating space, movement and sense of control, and the proportion of users' positive comments is slightly lower. The negative evaluation accounts for 23.39% of the overall evaluation of Hongqi H5, and the highest negative evaluation is abnormal noise control. It can be seen that users have higher requirements for the control of abnormal noise of vehicles, and the products themselves need to be optimized. Therefore, to improve the evaluation of products, it is necessary to improve the positive evaluation and make up for the shortcomings in the negative evaluation.
■? The competition pattern of Hongqi HS5: Angkewei becomes its core competitor.
Let's take a look at another model with high sales and heat under Hongqi-Hongqi HS5. ? From the perspective of competition pattern, the three competing cars that compare with Hongqi HS5 the most are Angkewei, Tan Yue and RAV Fangrong, and we regard them as the core competing products of Hongqi HS5. Judging from the ranking of reverse comparison times, Hongqi HS7 has the highest comparison times, and Hongqi HS5 is regarded as the core competing product. But for Hongqi HS5, Angkewei's competition for users is the fiercest.
■? User evaluation of Hongqi HS5: the appearance evaluation is the highest.
Next, through the user's evaluation of Hongqi HS5, it can be concluded that the proportion of positive evaluation is less than 70%, among which the evaluation of appearance is the highest, far ahead of other positive rankings. From the negative comments, such as Hongqi H5, users still complain the most about noise control. On the whole, Hongqi needs to continue to give play to its advantages in appearance, but to improve users' satisfaction evaluation of Hongqi products, it is necessary to solve the problem of noise control.
Verb (abbreviation of verb) abstract
Hongqi, as a luxury brand, bears the heavy responsibility of China brand impacting the high-end and overseas brand markets. With the growth of sales volume in the past two years, it objectively reflects users' recognition of its brand, and the launch of a variety of cars has also given it a place in the luxury market, forming a very advantageous competitive pattern. Therefore, Hongqi brand does have the strength to compete with mainstream luxury brands in the luxury market. In the increasingly difficult year of 2020, the competition in the auto market will be intensified again, and the rise of Hongqi brand is an irresistible fact. As the auto market returns to the right track, this momentum will accelerate. (Text/car home? Wang Chao)