After years of rapid growth, the Chinese auto market entered the “new normal†of low growth in 2015. The future of the auto market in 2016 is a hot topic that many companies are concerned about. The “Zhenzan-2016 China Auto Market Forum and Sina Annual Car Awards Ceremony†jointly organized by Sina Auto, Ryukyu Motor and China International Trade Promotion Association Automobile Industry Branch was held on January 20, 2016 at the Kerry Center in Beijing, and invited mainstream car companies. Executive elites, top scholars and experts, to debate the hot topic of the industry. The following is a record of Xiao Yong, the general manager of GAC Chuanqi Automobile Sales Co., Ltd., at the roundtable forum “How to build a car.â€
Xiao Yong, General Manager of Guangzhou Automobile Chuanqi Automobile Sales Co., Ltd. Wu Yingqiu: I have just contacted the new term of the explosion car. Why do you talk about the explosion of the car? I really read a lot of information. I will leave this question to three. What do you call the explosion car first? You always said that you still need to popularize it again.
Xiao Yong: I think that an explosion car should first enter the top three level in the market. The sales volume should be at least 20,000 or more, and the monthly sales volume should be at least 20,000. In addition, this model can drive the attention of the whole brand. The improvement and influence of the improvement, I personally think so.
Xiao Yong: The two former colleagues should say that they have also done a very good exposition of their views. I personally think that the explosion of the car is from the management and market segments and the related forms of marketing innovation, there are some changes, Wu The teacher said that just a few thousand models or a million models have already exploded. Why do you have a monthly sales of 23,000? This is a change in the car or SUV field. First of all, I strongly agree with the previous two peers. The leader said, about the definition of the product piece, first of all, this product comes out, it has to carry out a full argument and sufficient brewing, it can seize a certain customer group, even the most extensive customer group Demand and their aesthetic needs, technical and performance requirements, it must not be a narrower definition of the customer base, must be the most extensive customer base.
The second actually shows that there is a big change in the means of communication or in some means of promotion. It may be that the previous propaganda is good, or that the offline activities are carried out well, perhaps by traditional means, such as Traditional media, magazines, and newspapers may have a timeliness and promotion in some events or in some products, and they are relatively slower, including the previous leaders’ introduction. Such a spread, the name of the explosion is actually coming out of the Internet, it can be quickly expressed in the crowd, in addition, in the way of activities have also increased a lot of interactive links, in fact, the Internet changes, the entire marketing system is also good, in fact A big change is no longer just what I want to promote, what I want to express, whether it is online, whether it is spread, and a lot of interactive links, when customers want to know information, or want to observe products more fully. He can get interaction through various channels and understand its information through interaction, so I think one is the product.
The last point is actually the entire automobile industry. From the analysis point of view, I think it is concentrating on the oligarchs. We have to see a reality, whether it is SUV or car growth, as Wu said, tens of thousands of monthly sales The products are hard to come by, but in the past two years I feel that the influence of some of the leading oligarch models is increasing and is forming. This is not a process of reorganizing and shuffling the future auto industry, nor is it difficult to draw conclusions, but this trend has emerged.
Wu Yingqiu: It is entirely possible that Xiao always talked about three points. One is still to meet the needs of consumers. The second one is to keep up with its own research and development strength. The third one seems to be the inevitability of historical development. The second question, which market segments may have a higher probability of exploding cars in the future?
Xiao Yong: On behalf of my personal opinion, I am more optimistic about the seven SUVs, because now the vent is forming, the seven SUVs may have a chance to appear next, because it is relatively speaking in the market segment, the competition is not so intense, and now the scale is really There are no more than three SUVs in seven. According to the trend of concentration, there should be opportunities in this place. The second one is in new energy vehicles. It should also be an opportunity to call or call for one or two explosion models. There are opportunities for market brewing, and each main engine factory is working hard. In the end, who can stand out from the crowd, I hope that there is such a opportunity.
Wu Yingqiu: Just now President Wang talked about the proportion of growth and decline in the models involved in 2015. The most important reason for the trend of last year's growth was the increase of 50% in SUVs and MPVs. Since 2014, everyone has been optimistic, 2015 It is also going up. Some people even think that MPV is the future SUV. The analysis of the three has already explained this. How much is the price range of the explosion price, Xiao Zong?
Xiao Yong: The reasonable price range and the brand's premium ability are the recognition of potential consumer behavior, and the recognition of psychological expectations analysis. I think that the model that is between 10 and 150,000 is the most prone to explosion models.
Wu Yingqiu: A precondition for the explosion of the car just mentioned, Xiao Zong said that the price is probably between 10 and 150,000. It is most likely to become a section of an explosion car. Just now, Mr. Wu said about 80,000, and Zhang always felt that it was only fine. It belongs to the first and second is the explosion car. I also checked some information. Some people have summarized it, about 5 to 100,000, so this is very interesting. In fact, it is quite scattered, but it should still be less than 150,000. The span is relatively large, so I want to explode. We will summarize it first. The first one I think is that we must have product competitiveness and excellent product competitiveness. The most competitive feature of this outstanding product is balance. The second is its outlets, with enough outlets, and it is easy to explode cars in third- and fourth-tier cities. The third reasonable price range, although the gap is relatively large, the fourth is still close to the home users, whether there are factors in this aspect, Guangzhou Automobile Chuanqi GS4 this car if it becomes a burst, Xiao Zong, GS4 you think is What time?
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