Recently read a book "Lang Xianping said the hope under the depression", the book should be regarded as Mr. Lang's recent best-selling power. In the book, "Where is the way out for the automobile industry?" The article is instructive. Lang Xianping believes that as long as you can produce a car in 2002, no matter how good or bad, it will certainly not sell. But now the golden decade of the automobile industry has passed, and the competition between car companies has become increasingly fierce. Since 2010, China’s autonomy The market share of brand cars has been declining. The reason is that Lang Xianping believes that the current "own brands have gone awry." "We have a lot of independent brands from pursuing market share and pursuing technical strength, starting from the low end to the middle end. If they continue on this road, the future of our automotive industry will be terrible, and they are likely to be sacrificed on the road."
"Developing technology is understandable, but it cannot be based on the premise of sacrificing sales. It must not be known for its high-rise and high-end products. It is important to know that Toyota is launching mid- to high-end cars when it becomes the world's third-largest automaker, and the price is still It's just half of the mid- to high-end cars in the same class." Lang Xianping believes that "the rules of the game in the automotive industry are untouched. It is not a one-night effort to upgrade the level of the game. At present, there are no examples of the latecomers who can challenge the predecessors around the world. Toyota has used it for decades. The improvement, relying on the price-performance ratio, but it is only the low-end products in the luxury car, can not enter the ranks of luxury goods. So far Japanese cars have opened the European luxury car market." Finally Lang Xianping advised that "our company is now not at all If you want to buy a luxury car or a high-end car market, let's do a good job of car quality first."
The author agrees with Mr. Lang Xianping's point of view. If the price of sacrificing sales is exchanged for the so-called high-end shock, it is obviously not worth the candle. We have seen that since 2014, autonomous car companies have experienced the embarrassing situation of “12 consecutive declines†in market share, and this situation has only improved until the country releases a new round of energy-saving subsidies. Everyone knows that the original A0-class sedan market was the birthplace of domestic automakers. Chery and Geely and other car companies all rose from this market. However, after the self-owned car companies heard the rumors of domestic consumers buying cars, The main focus is on the A-class and even the B-class vehicle, ignoring the redevelopment of the A0 market. Toyota, Chevrolet, Volkswagen, Hyundai and other A0-class small cars have been on the market. In just three years or so, the most important territory of the A0-class self-owned car has basically fallen. In fact, the sales volume of the A0-class small car market has not disappeared with the car owner's purchase consumption. So far, its sales volume is still very large. In 2014, the cumulative sales volume of small cars was 2.14 million. However, in the top ten models of the sales, there is no independent model. Therefore, the author said that it is a major strategic mistake for independent auto companies to hand over the A0-class car market.
From the current point of view, the battles of A-class vehicles and even B-class vehicles have not been successful, and the top ten models of monthly A-class and B-class vehicles in 2014 have been turned over. Unavoidable. The A0 level base area fell, the impact of the A-class vehicle area did not achieve the expected results, and the breakthrough to the B-level field is a basic failure, then where is the future of the independent car companies? The author found that a few years ago, in the car sector, the self-sustaining of 150,000 yuan was considered to be the ceiling. After two years of hard work, about 120,000 yuan became the independent ceiling! The price of the joint-venture model is under test, and the price of the self-owned model is on the rise. Under the influence of many factors such as brand influence and technical level, the ending of the autonomous model has basically failed. In the long run, the automakers are likely to face a crisis of survival. This is also the concern of Mr. Lang Xianping.
However, although the overall market performance of autonomous car companies is worrying, especially in the car area, the frustration is particularly obvious. However, those car companies that make cars on the ground and can give benefits to consumers can still achieve gratifying results. For example, the Dongfeng popular Jingyi series sold a total of 115,700 units in 2014, a year-on-year increase of 65.1%. Among them, Jingyi S50 won the recognition of consumers with the starting price of 60,000 yuan. The affordable price, rich configuration and reliable quality of Dongfeng are all helping the best-selling Jingyi. Jingyi S50's 1.6-liter CVT version starts at a price of 79,900 yuan, dealer concessions plus the government's energy-saving subsidies, 70,000 yuan can have a CVT model, how can it not fire? Another example is the Geely Emgrand EC7. After the change, the monthly sales volume will reach 25,000 or more, and it will be squeezed into the top ten sales. For example, BYD Qin, relying on its advanced technology in the field of new energy, has been in short supply. . In other words, autonomous car companies have the opportunity to sell well, mainly to see how car companies do.
Therefore, the pursuit of higher sales volume is the top priority for independent car companies. Doing a down-to-earth car, guarding against arrogance and arrogance, don't be so high, and win as much market share as you can! The example of Toyota that Lang Xianping said, I think it makes sense. In fact, Hyundai Motor Co., Ltd., at the beginning of its development, also used this road to succeed.
In addition, I also found that with the intensification of competition in the automobile market, the homogenization phenomenon between vehicles is becoming more and more serious. Therefore, relying solely on the so-called configuration richness can not achieve the expected market effect. Because you have the configuration, I can also install it. In the market environment under homogenization, the configuration is more and more unattractive. The most typical one is the popular mobile phone in the past few years. The sound is loud, the function is huge, and even the razor can be used. Although it is popular for a while, it is quickly eliminated by the market. In other words, quality, service and credibility are the most concerned issues for current consumers. While pursuing technological progress, independent auto companies must not neglect the pursuit of reliability and quality, attach importance to improving the level of after-sales service, and accumulate a good reputation image is imminent.
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