Bringing new opportunities to automotive high-end automobiles

Looking at the first half of 2011, the overall auto market in China was cold. In the first half of 2011, China's automobile sales reached 9,325,200, an increase of only 3.35% over the previous year, of which 7,111,300 were passenger cars, an increase of 5.75%. Due to the withdrawal of the three preferential policies, the growth of small cars was seriously affected. Instead, it brings opportunities for the development of mid-to-high-end cars.

Judging from the overall situation, the mid-to-high-end cars in the first half of the year have risen. In the first half of the year, although the mid-to-high-end car market continued to decline for four months from February to May, the cumulative sales volume was 712,000 units, which was 5.6% lower than the same period of last year, but 13.5% year-on-year from the mid-to-high-class car market from May. The relatively large negative growth achieved a positive growth of 3.6% in June, and the mid-to-high-class car market showed an upward trend.



From January to June 2011, the monthly sales figures for the mid-to-high-class car market are well-known. Despite the downturn in the auto market this year, the crowded car companies still continue to lay out in this most important market segment, causing the B-class car market to be full of smoke and stalemate. The K5, the new Sonata, and the new Passat have landed in March and April. The Dongfeng Peugeot 508 has just entered the market with the heat wave of the treacherous days. In addition, the new Magotan and Chevrolet Malibu are about to enter the battle and what cars will be available in the second half of the year. We are looking forward to seeing you come.

Public car companies want to share a share in the B-class car market. Why does the public tiger rush to eat? ——Under the low-speed development of the auto market, the high-level cars in various departments are rushing into spectacular and attracting attention. The sluggish auto market has brought new opportunities for the development of the Class B vehicle market.

On the one hand, policy changes have prompted the car market to turn. From the end of last year, half of the purchase tax was levied, the car went to the countryside, and the old-for-new incentive policies were successively withdrawn. This has had a direct impact on the A-class auto market. In addition, the recent promotion of policies such as restrictions on purchases and restrictions on trips in big cities has caused many consumers to fall into the trap. The "difficult to get a car" situation has caused many consumers to have a "one-step" approach to buying a car. Consumers reported that “no preferential policies are available, and it is not easy to win a lot of money. Buying buys a better one.” Therefore, to increase the average budget, some consumers who originally planned to buy a vehicle with a price of less than 100,000 yuan will shift their money to 150,000 yuan. The model with a price range of RMB 250,000 is undoubtedly the top choice for high-end cars.

On the other hand, the consumption of middle- and high-grade cars began to tilt toward the secondary cities. With the development of the country’s economy, the second and third tier cities’ economic growth and GDP share have gradually surpassed those of first-tier cities, and the purchasing power of residents has increased. At the same time, the population bases of second- and third-tier cities are significantly larger than those of first-tier cities. Related data show that second-tier cities account for the total population. 60%, while the first-tier cities only accounted for 8%. The ever-increasing purchasing power and huge population base make the second- and third-tier cities' spending power prominent, and thus the second-tier and third-tier cities have become the major markets for mid-to-high-end car consumption after the automobile consumption in the first-tier cities has become increasingly saturated.

In the face of policy changes and market shifts, it will undoubtedly bring new opportunities for the development of Class B vehicles and seize the upsurge, and many car companies must be able to stand out from the sky in the fierce competition and naturally need certain strength. Yao Yiming, executive vice president of Guangqi Honda, said: Facing the rational return of the auto market, it is very important to cultivate good internal strength. This is obviously the main task of the public car companies in returning to the rational stage in the auto market.

To cultivate good internal strength and strengthen product quality is the basic quality. After all, when the public buys, product quality is an important criterion, and any product that is welcomed by the market is inseparable from its excellent product quality. The Accord, which is evergreen in the mid-to-high-end car market, is no exception. Accord users have exceeded 1 million so far and it is the first mid-to-high-class car brand to exceed 1 million in sales. Even in the first half of this year, the overall auto market downturn, the Accord still to 61,946 on the amount of the card to win the mid-high car market "test" champion. And the reason why it can achieve such a result naturally has a great relationship with its legendary quality.

Over the past 13 years, the brand's sales have also proved its outstanding quality. Since 2004, Accord has become a mid-to-high-class sedan sales champion for six consecutive years. It has been ranked as a mid- to high-class car sales champion for 19 consecutive months. Since the eighth-generation Accord was listed, it has been the first time in three consecutive sales of mid- to high-class cars. The accumulated sales of 587,290 units are expected to create a new record of 600,000 units in the shortest period of time for a single-generation model in the second half of the year. If the high market retention rate also proves the quality of the Accord and its brand appeal.

On the other hand, on the basis of ensuring product quality, companies should also pay attention to the construction of after-sales services. Industry analysts believe that in the case of increasingly narrow product quality gaps, faced with fierce competition, convenient and timely multi-level comprehensive after-sales service has become an important chip to win the market.

Some companies have clearly noticed this and have also stepped up their service construction. FAW-Volkswagen's service brand "Strict is caring", Haima Motor's "Blue wrench" and GM's "Buick Care" have all fallen into service. Practice, welcomed by the public. And Guangzhou Automobile Honda, which won the championship in the automotive industry's Customer Satisfaction Index (CSI) survey this year, performed well in terms of services. It provides a more comfortable and professional service for consumers with the service concept of “serving to perfecting the heart”, and adopts policies such as “three hundred thousand kilometers three years”, “two-hour emergency rescue service”, “double quick repair” and other policies for consumption. Provide more convenient services. In addition, due to the shift in the consumer market, Guangzhou Auto has started building sub-city outlets since 2007 to provide local consumers with faster and more convenient services. So far, it has 470 4S stores and 65 second-tier specialty stores. It can be said that it greatly facilitates local consumer repair services.

On the whole, in the case of a slowdown in the growth of the auto market, due to the adjustment of policies and the shift in the consumer market, new opportunities are brewed for mid-to-high-end vehicles. Many companies have targeted this market, but they have done a good job of products and Brands can win consumers and markets. Opportunities and competition coexist, and the competition will always be divided into winners and losers. We must wait and see who will win.