China's mini-vehicle market is fiercely competitive.
The pursuit of space by micro-substainers continues. After SAIC-GM-Wuling launched Wuling Rongguang, Changan Automobile launched wide-body Changan S460 and Dongfeng Panan launched Dawei Kepler Dongfeng Xiaokang K07II, the Chinese micro-bus market expanded and expanded its products. Emerged.
After Hafei's new generation of wide-body and micro-microbuses Junyi was officially launched at the end of May 2011, Changhe’s new wide-body new microbus Fuyun is also about to meet with consumers.
Today, whether it is a veteran who has killed many years in the micro-bus market or a new entrant who is moving forward with a new breed, it is all about pushing for lengthening and widening the model in order to increase the space and gain an advantage in the fierce market competition. At present, the layout of large space products for micro-enterprise companies has come to an end. Large and micro-subsidiaries are not exclusive products of a few companies.
Wide-body micro-customer is a must for manufacturers
As a kind of means of production, the larger the micro-commuter space, the more things it contains, can better meet the needs of production and life. Dora Run, affordable, users like this car, it is to meet consumer demand for large space, large-capacity cars, major micro-enterprise companies continue to introduce widened and lengthened models. For example, Wuling Rongguang's body length and width are 3995mm, 1510mm, and 1860mm. The body sizes of Kairui Youyou and Changan Xingguang 4500 also reach 3,993mm, 1,607mm, 1,908mm and 4,390mm, 1,655mm, and 1,935mm, respectively.
It is reported that at this stage, the market share of wide-body micro-buss is not very large. For example, at present, Wuling widebody models account for approximately 37% of total sales. Changan currently sells micro-compact products, and wide-body vehicles do not account for the vast majority. However, they are optimistic about the prospects of wide-body microblogs.
Although in the southwest region and other regions, the price advantage of low-end products is still relatively obvious, but from the economically developed regions, consumers have paid more and more attention to product quality. It can be foreseen that with the development of economy, wide-body buses will have bright prospects.
The price factor appears under the market situation
As enterprises have introduced wide-body vehicles, the advantages of the original large-space vehicles are no longer obvious. In addition, micro-customers cannot go on without limit. The micro-customers have become larger and are limited by two factors: One is the relevant laws and regulations of the country. “Types and Definitions of Vehicle and Trailer Types†GB3730.1-1988 defines “light passengers†as 3.5m passenger cars with a vehicle length of ≤ 7m, and “microbus†as a passenger car with a vehicle length of less than 3.5m. The second is the cost factor. As vehicles grow longer and more raw materials increase, the cost will inevitably increase. Therefore, companies will not arbitrarily lengthen and widen the body, but develop corresponding models based on market demand.
When products gradually tend to be homogenous, prices will naturally become the focus of consumers' attention, especially for micro-customers who are relatively sensitive to prices. Therefore, industry insiders predict that after space, prices may become the next focus of corporate competition. Companies such as SAIC-GM-Wuling and Changan may lead their competitors to survive in the market after they lead the minibus space, because they have a scale advantage that many rivals cannot match.
In the case of a good market, this trend may not be obvious. Combined with the current market status, price factors have begun to show. Many consumers tend to buy wide-body and large-space micro-commuters, but some people choose old models because of price factors. At present, dealerships have been making efforts to promote wide-body vehicles and have carried out a series of promotional activities.
Due to the sluggish micro-car market and the widespread launch of wide-body micro-substances, the price center of Wuling products has gradually shifted downwards. Currently, Wuling has promoted almost all of its products, and Wuling Rongguang has also lowered its price by several thousand yuan.
Weak companies are not optimistic
The price drop is the most happier than consumers. As manufacturers have increased their promotional efforts on wide-body micro-substances, since 2011, in the July that should have been off-season, some Wuling franchise stores have sold more than in April. However, for most manufacturers, the price cut is clearly a helpless move.
The wide-body micro-customers generally launched later, the technical conditions are better, and they can basically meet the national IV emission standards. Together with the increase in manufacturing costs, all aspects of investment are naturally high. High-cost, high-input, and lower-price sales are undoubtedly harder for most of the smaller companies, and micro-customers themselves are small profits and quick turnover.
Since the micro-customer market has developed rapidly in the past two years, many companies have entered this sub-sector. Some companies start with high-end products directly and try to open up the market. The mainstream manufacturers' product lines are relatively complete, and they can be adjusted through the product's combination strategy and reduce price. But for the newly-entered manufacturers, if the price war is conducted, the pressure will be considerable. After several years of development, some weaker microcar companies may even be eliminated from the market.
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