From east to west, from south to north, a "mini car hot" surging between the car companies

Some companies’ sales volume of 2,000 units per month is less than the one-day sales of SAIC-GM-Wuling

With the concept of the car market to develop the mini-car market, it is difficult to avoid the dilemma

At the just-concluded Guangzhou Auto Show, if high-end cars are the stars that attract the attention of the audience, then the mini-cars are the weapon for the decisive battle of many auto groups.

Since the beginning of this year, with the explosive growth of 80 percent in the mini-car market, more and more companies, especially car companies, have entered or are entering this industry.

Therefore, it is not confined to traditional mini-car companies. More car companies have introduced mini-vehicles at the Guangzhou Auto Show, which is commonly known as “micro-facets” or “small-facets”. For example, Chery's mini-cars, all of which are made by Carrefour's "excellent" products, include two new cars - the extended version of "Winning" and the mini truck "Youjin."

However, in seemingly simple mini-cars, some car companies are feeling the pain of entering this line.

Microcar impulse

On the straight Eastern Seaboard Road in the eastern outskirts of Zhengzhou City, Henan Province, a modern automobile production plant was erected, and an engine factory next to it was also under construction. This is the Zhengzhou base that Haima Motors spent heavily to build. The first phase has basically had the production capacity of 150,000 vehicles. It will soon realize the commissioning of mini-vehicles and another mini-vehicle to realize its “double-micro strategy”.

Subject to the original geographical position, Haima Motor has been seeking new development space. Through thorough investigation, analysis and judgment of the automotive industry and future markets, Haima Motors has finally decided to enter the mini-vehicle market. After the reorganization of Zhengzhou Light Vehicle, Haima Motors decisively laid out the Central Plains, and in 2006 it started to establish a new Zhengzhou base.

The Zhongmao between Zhengzhou and Kaifeng, and the Haima Commercial Vehicle Co., Ltd., separated from the Zhengzhou Nissan Automobile Production Base, have already completed the transformation of 60,000 micro-vehicle production technologies. Listed in spring.

For the “double-micro strategy”, the relevant person of Haima explained that based on the overall layout of the hippocampus and the development status of the Zhengzhou base of the Haima, the company adheres to the main line of mini-vehicle products, based on the integrated urban-rural market, and is doing fine, strong, and big Car market. The "Dual Micro Strategy" covers all aspects of product development, manufacturing, marketing, and marketing strategies. The goal is to target the mainstream brands in China's mini-vehicle market.

At the end of August, Henan Provincial Party Committee Secretary Xu Guangchun met with Yin Tongyue, Chairman of Chery Automobile in Zhengzhou. According to local media reports, Chery chose Kaifeng as a strategic city to build a base for the production of 200,000 mini-vehicles, 80,000 light trucks and agricultural machinery.

Chery Automobile, a representative manufacturer of self-owned brand passenger vehicles, has long been involved in the mini-vehicle business and established its mini-car brand, Kairui, earlier this year.

At the end of March, the 1.0L displacement of the Karry ViewSonic was listed. The three models, the basic model, the comfortable model and the luxury model, covered the price range of 34,800 to 42,800 yuan.

In early September, Kai Rui Youyou was officially listed, starting at a price of 37,900 yuan, directly locking in competitors Chang'an Star, Wuling Light and Dongfeng Xiaokang.

Lifan, a private enterprise located in the southwest, decided to enter the mini-vehicle market after four years of planning and several twists and turns. It is reported that Lifan has started construction in the mini vehicle factory in Chongqing, and the first mini-vehicle will be listed next year; after the completion of the second-phase project, the total production capacity will reach 300,000.

The large state-owned enterprise in Northeast China, FAW, has been in the mini-vehicle market for more than two years. On October 12, it unveiled the FAW Jiabao mini-car V70, a two-displacement model, priced at RMB 35,900-45,500. FAW said that the micro SUV models will be launched by the end of next year. By then, FAW Jilin will become the only micro-vehicle manufacturer with four series of trucks, buses, cars and SUVs.

In addition, Brilliance Jinbei, Zhengzhou Nissan, Zhejiang Geao, etc. have also entered the mini-car industry.

Unsatisfactory

Since the beginning of the year, the mini vehicle market has seen explosive growth. From January to June, the sales volume of the top six mini vehicle sales companies totaled 1.1 million, surpassing the best level of historical sales in 2008.

However, from the propaganda of the shyness of the new army's new army, at least nobody dared to say that they were "a victory in the first round." Especially in the face of the industry leader, SAIC-GM-Wuling is expected to reach an annual sales of 1 million vehicles, and some marketers are increasingly aware of the arduousness of capturing this market.

At the beginning of the year, Chery Automobile's goal for the mini vehicle of the year was to “guarantee 4 fights 5”: that is, to ensure sales of 40,000 vehicles and reach 50,000 vehicles. And the goal is to lock into the top three mini-cars by 2012.

At this year's Guangzhou Auto Show, Li Jianguo, deputy general manager of the company, and the general manager of Kairui Micro Vehicle Sales Co., Ltd., said that by the end of this year, Kairui mini-vehicles will achieve a sales volume of 35,000 units, and the sales target for the next year will be 150,000 units, which is expected to be higher than this year. Quadrupled. Obviously, this year has not reached the target.

In the field of hippocampus, it has been reported that “Since the official sales of Haima Fu Shida, the monthly sales volume has exceeded 3,000 vehicles. As of June, the market has exceeded 10,000.”

Since then, there have been conflicting reports. "Since the listing of Haima Fushida, sales have steadily increased. By the end of October, the sales volume has exceeded 10,000 units in the seven months of the listing, and has won many awards."

For FAW Jiabao, although sales volume for the entire year was almost completed in the first half of the year, this year's sales target is 80,000 units, an increase of 200% year-on-year. However, the contribution of new models will be very limited. Before the Guangzhou Auto Show, it was reported that: "Jiabao V70 live up to expectations, and it will be loved by consumers once it is available. Recently, the reporter learned from an authoritative organization that, up to now, Jiabao V70 national sales and orders have exceeded 3,000." The "authority" of the order number must be the marketing department of the company. It can be seen that more than a month after the Jiabao V70 was on the market, the sales volume was still at the level of two or three thousand vehicles, which is still less than the one-day sales of SAIC-GM-Wuling.

Facing the SAIC-GM-Wuling, Changan (including Hafei, Changhe) two million-vehicle mini-car giants, the pressure of latecomers can be imagined.

Mistakenly

The car companies are all ambitious to enter the mini-car industry and they are determined to do so. Even some companies are very self-inflicted, and they use the concept of the car market to develop the mini-vehicle market.

For example, some companies have opened their way to the usual "concept of creation" in their propaganda.

At the Shanghai Auto Show in April this year, Haima Motors not only released the first mini-vehicle, Foster, but also “has given micro-customers the quality of hippocampus, the micro-value theory of hippodrome,” and used it to Reveals the origin of the connotation of the Foster car.".

Chery executives also said that Chery is using the idea and technology of building a car to build mini-cars. Kairui wants to come from behind and make fine microcars: product design follows the design philosophy and process of Chery cars, micro-car manufacturing processes such as stamping, painting and final assembly are co-produced with cars, micro-car products are also directly assembled and the market performs well. Chery sedan engine. All of these ensure that the company has advanced performance.

FAW Jilin launched Jiabao V70, “to enter the market with the level and quality of the car, its market prospect is worth looking forward to! The industry insiders predict that with the arrival of a new generation of micro-enterprise, the application of car technology will become the mainstream micro-customer.”

For another example, in terms of products, car companies often show off their technical strength and bring value to consumers with the so-called “sale-driven driving experience” and bring surprises. I do not know, as a means of transport between urban and rural areas, short-distance transport, mini-vehicle owners do not appreciate the "car".

A new car emphasizes its own "salvage appearance and interior design. Trendy streamlined design, split-type air-conditioning and multi-function digital interface and other dozens of high-tech, user-friendly design ... ... in the micro-passenger outstanding;"

“××× adopts a new-generation undercarriage system. The front suspension is McPherson-type suspension, especially the A-arm structure that is exclusively equipped with the current car, and its handling stability and ride comfort are significantly better than traditional micro-passengers”;

“×4 four-wheel disc brakes, four-door automatic window closures, instrument panel layout of the shifting mechanism are the first of its kind in domestic micro-vehicles; all of the softened interiors make the Karry’s superior factions more in line with modern minibus owners’ fashion and trend. Demand"

Some minicar owners think that these configurations will increase the cost of car purchases.

All these reflect the ignorance of the car companies entering the early stage of the mini-car market. Indeed, most of the groups that buy mini-vehicles are used as means of production data. In the early days of startup, how many people considered comfort more; if it is for the purpose of walking or enjoying, who would buy a mini-vehicle?

In addition, after all, the engine of a passenger car is different from that of a commercial vehicle, and the latter needs to adapt to the multi-draw run. In this way, the self-righteousness of the car manufacturers may become a pity in the eyes of consumers.

In terms of the shape of mini-cars, no matter whether it is Seamaster's Fu Shida or Chery's early Ruiqian 2, the novelty and unique "high-bones" shape is hardly recognized by consumers, and companies have to turn back and do a good job again. Mini car.

It now appears that it is not easy for a car company to “love micro-car”!

Reporter's Notes: Constrained Skills Affinity - One Cannot Be Less

Although the mini-car looks simple, it must be bigger, stronger, more consistent, more capable, and more affinity--none less!

Although there are all kinds of explanations about the determination of force, the most fundamental thing is the spirit of perseverance and difficulty.

For skill, there are at least two aspects: one refers to the time and power to do the work; the other is the skill or academic accomplishments, namely kung fu and power.

And "affinity" is more like a feeling - equality, honesty, and kindness.

The toughest twists and turns of car companies entering the microcars are the most representative ones of the FAW Jilin project, which has gone through the following stages:

As early as March 1981, the company was successfully piloted as the first batch of domestic mini-cars in Jilin City. After being merged in the 1990s, FAW librated the mini-car project “Disabled Soldiers” and converted the light-cars.

At the dawn of the new century, with the gradual liberation of the small liberation day, FAW Jilin launched the CA6350 “Jiabao” minivan in September 1999 and achieved mass production. Since then, Jiabao has been in an awkward position for a long time. Sales of 36,800 units, the market share fell to a poor 3.3%.

Today, the mini-vehicle industry is in its midst, FAW has rushed to follow the so-called self-owned product, the FAW Xenia M80, and followed by the FAW Jiabao V70, which has more advanced design concepts and technical standards...but its prospects Still difficult.

First, because there is no conviction, FAW has always been very fond of the mini-vehicles, coupled with the temptation of joint ventures and autonomous "big projects", it has no time to care about the mini-car projects that are blind; second, because of lack of skill, good Bao products have been growing for almost a decade, and the market has gone from bad to worse. Competitors Wuling and Changan, through their hard work and change, have grown into giant trees in the micro-vehicle business. Finally, they are not aware of the micro-vehicle market and they do not understand it. Quasi, new products or appear out of stock (such as the Xenia M80 after the price drop in demand), or out of the real (such as Jiabao V70 too much emphasis on "salvation" technology), it also has a distance with consumers, no affinity.

Therefore, in order to develop in the field of mini vehicles, FAW must also work harder!

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