According to statistics from the China Association of Automobile Manufacturers, in October this year, SAIC-GM-Wuling and Changan Automobile were among the top 10 companies in sales, and there were only a few companies that saw a year-on-year increase in sales, while Changhe and Hafei Automobile failed to enter the top 10. However, sales have also increased. Careful analysis shows that the reasons for the outstanding performance of the above four car companies in October have all come from the growth of the micro-customer market.
Jia Xinguang, a well-known automotive analyst, pointed out that in the past two years, the country’s auto industry has begun to enter a period of steady growth from rapid growth to micro-customer consumption, influenced by the country's adjustment of fuel tax and the lifting of bans on small cars nationwide. The main two-and-three-tier auto market is increasingly active. With the addition of numerous new micro-customers, the domestic micro-customer market has gradually emerged a new market pattern.
High-end micro-customer trend
Microbus, commonly known as buns, refers to passenger cars whose total engine cylinder displacement is less than or equal to 1 liter. The micro-passenger is a single-box structure in which the passenger space and the engine are in a frame structure, and the engine is placed behind the driver's seat. Microbuses do not belong to MPVs, SUVs, and cars, but they belong to crossover passenger cars.
As we all know, for many years, low-end and mid-level micro-customers that satisfy the basic functions of carrying and pulling goods have been the main products of the micro-market. With the characteristics of low price and durability, medium and low-end micro-customers have a relatively broad market space in urban and rural areas in China, second and third tier cities and townships. However, because most of the vehicle models are relatively backward and their appearance is generally old, the micro-market has been in a sluggish state.
In the past two years, in response to market trends, various manufacturers have developed high-end micro-customers with stylish appearance, economy, and passenger-carrying capabilities on the basis of traditional micro-economical and durable technologies. They have also attacked cities in this segment. Professionals pointed out that high-end micro-customers such as Changhe Freda, Hafei Public Opinion, and Dongfeng Xiaokang stimulated the enthusiasm for the production and sales of the micro-customer market, making the micro-customer market, which has been in the doldrums, show signs of booming sales and upgrading.
The development of micro-subsidiaries in our country has gone through a generation of “flat-headed†and second-generation “convex-headed†types. The current high- and micro-substances that major manufacturers promote are mostly equipped with car-like exterior designs and configurations, and the versatility of MPVs. The price of mini-vehicles, known as the three generations of micro-customers, has become a hot spot for the market as sales have risen.
Micromarket entry into the shuffle
However, judging from the overall status quo of the micro-commencement market, high-end micro-customers are still in the lead-in period, and consumers have only just started to recognize it. According to a chief researcher of a car market research company, the biggest difference between the microbus market and the car market lies in the fact that the minibus market has a short growth period. Once the product is approved, its sales volume will increase exponentially.
Changhe Automobile took the lead to capture the micro-market opportunities. Since 2005, the micro-bus market has seen a dramatic upsurge in the upgrading of cars. Changhe Automobile launched Freda at a timely manner last year, setting off a wave of micro-substances in the micro-passenger market. The high-end line is correct. In the year of listing, sales of Changhe Freda reached 23,000 units, of which sales exceeded 5,000 in December.
The rise of Changhe in the micro-subsidiary market has largely broken the situation in which SAIC-GM-Wuling and Changan dominated the market, driving the micro-customer market to reshuffle. Since the beginning of this year, immediately following Freda, Changan Star II and Wuling Hongtu have also joined the ranks of three generations of microblogs. In the context of the turbulent demand in the secondary and tertiary markets, the market competition for the micro-customer market will also intensify.
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