China's micro-market development has encountered bottlenecks

Background news

Zhejiang Jiangling, the famous dealer of commercial vehicles in Zhejiang Province, Jin Zhuofei, the head of Zhejiang Jiangling, once predicted this mini vehicle market in January when he was interviewed by this reporter. He predicted that the growth of micro-car models such as Chang'an Star and Wuling Light in 2009 will definitely drop back in 2010. In the early days, he was also worried that many companies would be able to rush to produce models to the countryside regardless of their ability.

Unfortunately, the development of micro market in 2010 was really hit by the prediction of Jin Zuofei. According to data released by the China Automotive Technology and Research Center, from January to July this year, the country's new passenger vehicle inventory was 1.010 million, of which 30.19 million were micro-stocks. In the first seven months, micro-passenger sales accounted for 16.94% of passenger car sales, while new inventory accounted for 30.16% of new passenger car inventory. Almost all major micro-producer companies are not optimistic. According to data released by the China Automotive Technology and Research Center, the gap between the sales and sales of SAIC-GM-Wuling, which is the micro-gub leader, in the first seven months of this year reached 123,900, and the new inventory was equivalent to the company's sales for 1.7 months. The monthly new inventory of 28,200 vehicles.

According to the analysis of China Automotive News, major companies have all increased their output, making the growth of micro-customer production far more than sales, which is the main reason for the increase in inventories. From the perspective of the industry as a whole, the market growth has slowed down, and the production pace of manufacturers has not been adjusted in time, resulting in the proliferation of micro-customer industry inventory. As evidenced by the data, micro-guest sales increased by 5.69% in the first seven months and output increased by 28.42%. Among them, SAIC-GM-Wuling's sales decreased by 3.93% year-on-year, but its output increased by 22.37% year-on-year.

Luo Lei, deputy secretary-general of the China Automobile Dealers Association, said: “The situation of excess inventory is caused by blind production by manufacturers. Encouraged by the market situation in 2009, many companies have set very high growth targets. In 2010, the market gradually turned cold. , Manufacturers can't adjust in time, causing inventory backlog."

Two major opportunities for promoting the development of micro-subsidiary in China

Micromarketers have two relatively good market opportunities. One was in the late 1980s and the early 1990s, and it has just shifted from a planned economy to a market economy. The price of automobiles is quite high. In the eyes of ordinary consumers, automobiles are still high-end luxury goods. The cheapest is only 20,000 yuan, so the market is growing very fast, and many cities have their first taxis.

In addition to being cheap, micro-customers are also very practical. It is more than a row of seats in a car, sitting in 7 people and the space to pull goods, so the original self-employed people also love to buy micro-offers. However, as the price of the car slowly goes down, more and more varieties of cars are available, and consumers’ purchasing power is getting stronger, and micro-customer customers are shifting to the car.

Micro-customers have a lot of hardships and injuries—there are shoddy work and there is also a major market constraint—and they can't enter the city and can't get to townships. Therefore, several brands such as Tianjin Dafa, Changhe and FAW Jilin have withdrawn from the industry. Later, some brands made new attempts. For example, Changan and Hafei re-developed themselves, and they greatly improved their styling and craftsmanship. Chang'an Star and Hafei Zhongyi reentered the city; Wuling and Dongfeng Xiaokang, It is trying hard to open up the rural market and has also achieved very good results.

Another opportunity for micro market is in last year. The year 2009 saw an explosive growth of micro-offenders. The driving force was the country’s automobile-to-country policy and the purchase tax reduction for small-displacement vehicles. However, this has also brought some troubles, causing many manufacturers to turn heads up to produce micro-offers.

The capacity of the micro-bus market this year should be around 2.5 million vehicles. However, at least 67 million micro-vehicles have already been built and planned. This year, policy intensity has weakened, and car consumption capacity has not kept pace. The rural car market It also needs to be vigorously nurtured, so the market has undergone dramatic changes.

China's micro-customers do not lack market policy

If the in-depth analysis of the manufacturers, it will be found out why only Japan in the world in the production of micro-producers, one-third of Japan's car sales from micro-cars. The main reason is that Japan has a mini-car law.

Japan's micro-vehicle concept is a body length of 3.2 meters below the displacement of 0.66L or less. Initially, Japan's mini-vehicles could not be opened without a driver’s license, and the tax revenue was very low. Later, taking into account safety issues, driver’s license requirements were also put forward. This shows that such vehicles are very dependent on policies.

The so-called small displacement concept in China has reached 1.6L. Not only have our policies not shown special offers for micro-offers, but they have also changed. Therefore, the market is unstable.

Micro-offers have become more expensive in Japan. According to the price of Suzuki, the conversion of renminbi in Japan to more than 100,000 yuan. Therefore, the introduction of this kind of car is impossible, and it can only be developed independently at home.

It now appears that the minicar is facing competition from other so-called multi-functional models. For example, there is now a slightly shorter body (only 4 meters long) than the Gold Cup passenger car, and the internal space is much smaller and lighter. However, the market potential of mini-vehicles is still very large, for example, the city’s home appliance after-sales service, small-store logistics transportation, etc.; some cities that use tricycles as vehicles are now starting to use micro shots for shotgun exchanges; urban-rural junctions and farmers’ markets We also need micro-offers. The advantage of micro-customers is that they can open up the trunk to be a moving sales wagon, and they can also rest in the car. They are not afraid of wind and rain, nor are they afraid of urban management; micro-offers are also very popular in rural passenger and rural logistics because this The car is very flexible.

In short, micro-customers are very suitable for China's national conditions. What it currently lacks is a clear policy.

Expert reminds

Enterprises should insist on making a fuss about market development, especially in the border areas of big cities and in rural areas with better economic conditions; in product development, it is necessary to insist on the development of panels, seats that can be disassembled, and are more suitable for use as sales vehicles. .

The ideal price for micro-customers should be between RMB 40,000 and RMB 40,000. Passengers should consider comfort.

The micro market for micro-customers should be in the urban and rural areas and rural areas. Therefore, after-sales service is very important. Nowadays, manufacturers are using caravans to make a round trip to the village from time to time. This way, they can't meet the needs of rural consumers. They should consider combining with agricultural stations or develop some special maintenance points. In a word, whoever has done a good after-sales service will occupy the market.