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Chinese brands have not yet broken through the "100,000 yuan ceiling"!

Source: Xinxin Used Cars Release time: 2018-03-15 20:18:00 Views:

In recent years, Chinese brands have indeed made breakthroughs in the Huangjiang second-hand car market, whether it is in the so-called brand breakthroughs in terms of production and sales. But objectively speaking, the gap between Chinese brands and joint venture brands is still relatively obvious, and the development of Chinese brands still has a long way to go.

中国品牌仍没有突破“10万元天花板”!

As we all know, a few years ago, Chinese brands were still working on how to break through the "100,000 yuan ceiling". From the current point of view, this so-called "ceiling" seems to some industry insiders as a result of the Chinese brand's breakthrough in the SUV field. Breakthrough, so everyone is thinking again, when will Chinese brands effectively break through the "150,000 yuan ceiling".

When did Chinese brands compete in the fierce competition and have already achieved a breakthrough in the compact and medium-sized sedan car market in Huanghai in the Red Sea market, and did the Chinese brands truly break through the "100,000 yuan ceiling" and " $ 150,000 ceiling. "

However, from the current point of view, I think that the Chinese brands in the compact sedan Dongguan Huangjiang used car market and the compact SUV market's production and sales manifestation, can not fully confirm the Chinese brand in the so-called "100,000 yuan ceiling" formed a useful Breakthrough, not to mention the so-called "150,000 yuan ceiling."

In the compact sedan Dongguan Huangjiang second-hand car market, Chinese brands are important in the entry-level compact sedan Dongguan Huangjiang second-hand car market with a breakthrough embodiment.

If we simply look at the manifestation of Chinese brands in this market segment from the larger dimension of the compact sedan Dongguan Huangjiang used car market, then in recent years, Chinese brands have indeed achieved success in this market segment, whether Geely Dihao's compact sedan Dongguan Huangjiang second-hand car dealerships, such as Chang'an Yidong, have achieved good market performance in this segment.

But it must be pointed out that if we further divide the compact sedan Dongguan Huangjiang second-hand car market into entry-level compact sedan Dongguan Huangjiang second-hand sedan, mid-range compact sedan Dongguan Huangjiang second-hand sedan and high-end compact Huangjiang second-hand car dealership in Dongguan, we can easily find that the current Chinese brand compact sedan Dongguan Huangjiang second-hand dealership are entry-level compact sedan Dongguan Huangjiang second-hand dealership that sell for less than 100,000 yuan, and In the high-end compact sedan Dongguan Huangjiang used car market, there is almost no product layout.

Therefore, if it is confirmed by this standard that Chinese brands have already effectively broken the “100,000 ceiling” in the market of compact sedan Dongguan Huangjiang used car or in the field of sedan Dongguan Huangjiang used car, it may not be convincing enough. . In the compact and lower-level SUV market, Chinese brands are mainly benefiting from the lush market demand and insufficient market competition.

It is undeniable that the performance of Chinese brands in the compact and lower-level SUV market in the past two years is relatively eye-catching. Not only the market share is nearly half but also the long-term sales leader in the sales ranking. The row type is ranked in the top ten in sales.

But it is also an undeniable fact that Chinese brands can achieve such achievements. In addition to the fact that Chinese brands have improved their product power and their sensitivity to the market in recent years, they have also benefited from the following three factors:

On the first page of the Hebei Personnel Examination Network , demand for the entire SUV market, including compact SUVs and below, is strong.

In the past of 2015, China's SUV market can be described as in short supply. I am not afraid that Chinese brand SUV products will not be sold, and that Chinese brands will not have SUV products. Even after entering 2016, the demand for the SUV market has declined, but it is still growing at a high rate of more than double digits.

Second, the speed of joint venture brand product deployment in this market segment is relatively slow, giving Chinese brands room and opportunity for development.

It is undeniable that the joint venture brand's grasp of the demand for the SUV market is a bit off-level this time, and it is not fully aware that the demand for the SUV market is so luxuriant, but this just provides an opportunity for Chinese brands to accelerate their breakthrough in this market segment.

But we need to be careful. As the joint venture brand has increased its product layout in this market segment, we can see that since 2016, the performance of Chinese brand SUVs has been significantly weaker than in the past, and Chinese brands' share in the SUV market The substance is also starting to fall.

Third, compared to joint venture brands, Chinese brands still have the upper hand in core competitiveness in the SUV market.

Although the price of Chinese brands in the compact SUV market has reached a maximum of 150,000 yuan, the price range of the joint venture brand compact SUV basically starts at 150,000 yuan, and even reaches 250,000 yuan upwards.

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Therefore, in an SUV market where competition is not very fierce and is still partially in the blue ocean market, the manifestation of Chinese brands in the compact SUV market does not mean that Chinese brands have the ability to try to break through the “150,000 yuan ceiling”. In my opinion, the reasons for the so-called useful breakthrough of the "100,000 yuan ceiling" and the attempt to break through the "150,000 yuan ceiling" of Chinese brands are actually not sufficient.

On the one hand, in the compact sedan Dongguan Huangjiang second-hand car market in the Red Sea market, Chinese brands have not been able to effectively break through the "100,000 yuan ceiling"; on the other hand, in the compact SUV market still in the Blue Ocean market, Chinese brands It still failed to break through the "150,000 yuan ceiling".

Some people will also say that Chinese brands have actually made a breakthrough in the medium-sized sedan Dongguan Huangjiang second-hand car market, such as Borui, which has monthly sales of more than 4,000 vehicles under Geely. But on the one hand, the main selling price of this product is still below 150,000 yuan, which is still an entry-level second-hand sedan Dongguan Huangjiang second-hand car dealership;

On the other hand, only one product has achieved a breakthrough of the so-called "100,000 yuan ceiling" in the field of second-hand car dealerships in Huangjiang, Dongguan. At present, it should only be attributed to individual cases. Is it really a useful breakthrough? That depends on whether Geely can achieve a breakthrough of "100,000 yuan ceiling" in the lower-level compact sedan Dongguan Huangjiang used car market, and also whether other Chinese brands have similar mid-size sedan Dongguan Huangjiang used cars. The company has made breakthroughs in terminal sales and whether it can effectively break through the "100,000 yuan ceiling" in the compact sedan Dongguan Huangjiang used car market.

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At least from the current point of view, I don't think that Chinese brands have effectively broken through the "100,000 yuan ceiling", let alone outline the "150,000 yuan ceiling."

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