In the first half of 2009, the state introduced a series of policies to promote the automobile industry, but the stimulatory effect on the commercial vehicle market is not obvious. Under this background, all commercial vehicle manufacturers and distributors are digging deeper into the bright spots of the automotive industry's favorable policies. , The use of precise positioning and a strong fight, with a view to the depth of the development of secondary and tertiary markets.
It is worth noting that the battle for the pickup market presents a trend of moving towards the mid-range market. The original car companies in the low-end market have launched their own "high-grade pickup trucks;" the car prices that were originally in the mid-range market , continue to put the "middle price" policy to the extreme; and in the high-end car prices, also introduced a model close to the mid-range market. The smoke in the pickup market is quietly filling the mid-market. □ Today’s reporter Yang Yanfang’s trainee reporter Yu Juan
â— Pickup companies align with "middle end" products
When it comes to the middle market of pickups, we must mention Qingling and JMC. These two brands themselves lock the pickup market in the mid-range market. This year, the sales volume has remained stable, in order to have a stronger competitiveness in the second and third-tier markets in the second half of the year, these two brands continue to make efforts for pickup products.
For example, in order to tie the car to the countryside, Jiangling launched a book with a price of 74,600 yuan, which pulled prices down to the bottom line of the mid-range pickup market. The Qingling T-series pickups 09, let alone profit, the price is as low as 99,800 yuan, maintained in the mid-range pickup market price range.
In the face of the mid-end pickup market, which has been quietly becoming more intense, Zhengzhou Nissan, which has been taking the high-end route, has also launched a very attractive price of 76,800 yuan for the diesel version of Picardy. After this product is put on the market, it is in the mid-range market. In particular, the secondary and tertiary markets have caused quite strong repercussions.
The Great Wall pickup, which has many models and is cheap and firmly occupies the low-end pickup market, also has “actions†in the “middle end†market. The reporter learned that in the first half of this year, the sales of Great Wall pickups totaled 32,000, accounting for 31.4% of the domestic market share. Among them, the monthly sales in June reached 6614 units, an increase of nearly 30% year-on-year, becoming the fastest and fastest-growing single month since the financial crisis.
It is understood that the Great Wall Gold Deere and Saikuok have gained a considerable market share in the pickup market with attractive prices of 37,500 to 76,800 yuan and 57,800 to 84,800 yuan respectively, as well as a wealth of models. Stand firmly in the low-end pickup market.
In addition to Golden Deere and Saiku, this year the Great Wall is also pushing its own brand of “high-end†pickups, Jun Chun and Sai Ling, in the secondary and tertiary markets. In fact, the price of these two pickups 80,000 to 110,000 yuan and 65,800 to 91,800 yuan in the pickup market, at least in terms of price can not be classified as "high-end" products, it touches on the price of the mid-market Positioning. With the implementation of this year's car and motorcycle implementation measures for the countryside, the sales of these two pickup trucks in the Great Wall have greatly improved.
Insiders commented that in view of the entire market, high-end pickup trucks and low-end pickup trucks are all moving closer to the mid-end market. The focus of competition in the entire pickup truck market has shifted, and the mid-market pickup market is picking up.
â— Cars to the countryside to promote the "middle end" pickup consumption
The pattern of pickup truck market has been relatively clear for many years, high-end models, low-end models, mid-range models all have their own market share, and rarely get together to fight in a market segment. Why do crowded car companies crowd into the "mid market" this year?
In this regard, the reporter visited a number of industry veterans, and got a more consistent view is that the car to the countryside, decided that the mid-range market to "fire", in the face of such market demand, manufacturers and dealers will certainly adjust their own time Product structure to promote sales as much as possible.
The relevant person in charge of Qingling Henan District said: “There are many favorable policies introduced by the state this year, but some content is very obvious for the sales of passenger cars, and the sales of commercial vehicles are much smaller. It is different, it happens to cut the pulse of the secondary and tertiary markets in the pickup market. Under such a market background, dealers will naturally adjust the product line to these specific conditions.â€
According to reports, in the second and third-tier markets, pickup trucks are not restricted to travel. This has a good sales base. However, the consumption capacity of the second and third-tier markets is different from that of provincial capitals. Relatively cheaper models sell better than high-end vehicles. Although there are markets for low-end vehicles, the mid-end vehicle market is also very large. By pushing the mid-range pickup, sales of high-end pickups can be effectively promoted. “Now the consumers are sensible. Buying a car not only looks at the price, but also compares the configuration. When the price difference is not too big, it will generally buy a model with a good point and a relatively high price after the comparison. This is a pair of mid-range pickup trucks. The sale is a powerful pull," said the person in charge.
It is predicted that in the context of autos going to the countryside, mid-range pickups have been promoted as hot spots in the adjustment of the product mix of pickup truck manufacturers. This situation will continue for quite some time in the second half of the pickup market.
â— Market competition needs to be standardized
In this upsurge of flooding to the mid-range pickup market, some problems have also emerged. Have high-end pickup products that are closer to the mid-end price have severely reduced product quality? The low-end pickup products that squeeze into the mid-range market have high or low price/performance ratios?
During the visit, some people in the industry reported that the price of some pickup trucks has been reduced, but the quality has also dropped. For example, the original imported engines were replaced by domestic engines, and the performance was often not as good as before.
In response, some of the consumers interviewed by the reporter said: “By buying pickups, most of them are used by ourselves. The prices are attractive again. We still have to look at quality and configuration. If the prices are cheap and the quality is poor, we will certainly not buy them. It's real!"
There are also industry analysts who have said: “The price cuts of enterprises also have different situations. The profit-making price cuts pay off in return for society, which can reflect the company’s sense of responsibility. It also reflects strength and self-confidence. It shows that they can advance with technological progress and increase production capacity. The costs are well controlled, and those companies that lower their prices and lower their prices will eventually lose their profits."
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