As the world's largest auto consumer, China's auto consumer market has already experienced a period of explosive growth, but it is still the focus of competition among major auto companies. In 2014, in this “enclosure movementâ€, no car company slacked off, and all of them tried their best to win more “landâ€.
In order to attack the city in the fierce competition, different brands have different choices.
Building a factory to increase production capacity Although the Chinese auto market has been in the midst of “overcapacity†in recent years, dealers are generally facing greater inventory pressure, but the sound of car manufacturers building and expanding production in 2014 has never stopped.
On August 18 last year, the third phase of Shanghai GM Shenyang Beisheng Base was put into operation. On October 18, the Dongfeng Nissan Dalian Plant, which was under construction for 28 months, was officially put into operation. In addition, in 2014, a number of car companies announced plans for new plant preparation and factory expansion: On June 18, GAC Fiat Guangzhou plant was officially laid, the first batch of three new Jeep models will be put into production; July 7, FAW-Volkswagen It is announced that it will establish two new production bases in East China and North China in Qingdao and Tianjin respectively. On October 16, the fourth factory of Shenlong Automobile Co., Ltd. was laid in Chengdu.
The demand for car buyers of rich product lines is becoming more and more diversified. For car companies, the situation that one or two cars can hit the world has long ceased to exist, and the competition for car companies in the market segment is becoming increasingly hot. In 2014, major brands seized new “mountains†by launching new models to add value to their product lines.
SUVs are naturally a piece of the car that companies will not give up. Many new SUVs have sprung up in 2014. Many brands have launched a combination of "small SUV + compact SUV" on the basis of existing SUV models, supplemented by medium and large SUVs to meet the needs of the larger market. "Haver H3, H6, H9" "Buick Ankara, Angkor, Encore" "Changan CS35, CS75" are very representative combinations. Some brands that have no previous SUV products have also launched new SUV products to embrace the market.
Some car companies also used the new energy vehicles to enter the household consumption sector in 2014 and the favorable environment of new energy policies, and launched new energy products. Although it will take time for new energy vehicles to reach full scale, its emergence has further promoted the segmentation trend of automobile products and is also an innovation in the concept of automobile consumption.
Under the third- and fourth-tier markets, the automobile consumption has the characteristics of wave transmission. That is, with the development of the economy, the hotspots of automobile consumption are gradually transferred from cities with high consumption levels to the cities with high consumption levels by gradient, layer and wave. In cities with low consumption levels, with the rapid development of the automobile market over the years, the third and fourth-tier markets have gradually replaced the primary and secondary markets in the past two years and become the main force of market growth, and their status in the whole market has become increasingly important. The car companies also regard the third- and fourth-tier markets as the focus of expansion in their development strategy.
Take Changan Ford as an example. On June 19 last year, Changan Ford's 88 dealers opened its doors. One-third of the dealerships opened in the same period were distributed in non-first- and second-tier cities in the central and western regions. Meanwhile, Changan Ford was The total number of dealer outlets in China has reached 750, of which about 75% are located in the fourth, fifth or sixth tier cities. The dealer network will go down to small and medium-sized cities to meet the purchasing needs of more consumers.
In-depth localization In the market competition of luxury brands, the market share earned by Mercedes-Benz, BMW and Audi after localization is obvious to all. Other luxury brands have begun to make a big fuss in localization in 2014.
On October 21 last year, Land Rover Range Rover Aurora's first domestic SUV was launched at the Changshu plant. Last November, with the launch of the new XC60, Volvo's domestic models have been increased to three; in a few days, Dongfeng Infiniti's first domestically produced The model Q50L was also launched before the Guangzhou Auto Show.
Also in 2014, Acura announced that it will be made in China in 2016. DS announced that it will produce at least one new car every year in the future. Renault is also preparing for localization in terms of product preparation and dealer layout.
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