Low-end home MPV test: seamlessly connecting to high-end micro-micro

SAIC-GM-Wuling has been able to attract more brands to enter and disrupt the MPV market for several consecutive years. Many industry insiders predict that with the development of some mini-vehicle products, some low-end home MPVs with a moderate body size and a price of around 80,000 yuan will seamlessly connect with high-end large micro-substances and become the next two years of MPVs. The main force of the explosive growth of the market.

“This is the result of the diversion of the sedan market.” Cui Dongshu, deputy secretary-general of the National Passenger Vehicles Association, believes that the sustained growth of the domestic economy will expand the scope of people’s business activities. Business MPVs that are deeply rooted in the “business class” concept will be at home. The growth of the bull market has ushered in the advancement of the field.

The precursor to the current explosive growth has come. On January 17th, among the top five MPV brands sold by the China Association of Automobile Manufacturers in 2010, there were three home MPV models on the list, of which FAW Xenia became the MPV sales champion in 10 and 11 consecutive months. Jingyi was popular in December and won this honor in December.

These changes are known in the industry as "a huge victory for the home market of the MPV market." In 2010, the total sales volume of domestic MPVs reached 445,400 units, an increase of 78.92% year-on-year, of which MPV models with 1.6 liters and below displacement increased by 3.9 times year-on-year.

Since the displacement of micro-passenger cannot exceed 1.4L, the size of models is limited, and the price range is less than RMB 60,000. These three “Canales” provide a new market space for home MPVs.

"The current price of 80,000 to 60,000 yuan MPV models less, and this price range will be the most vigorous demand for MPV products in the past two years, this is a long-awaited for the production of low-end MPV car companies. Market Opportunity,” said Wu Xuefeng, Deputy General Manager of Dongfeng Liuzhou Automobile Sales, to the reporter. “When the microbus is widened to 1.7 meters and the price is increased to 50,000 yuan, it is our market space.”

After the contemporary steps and cargo-carrying functions were simply satisfied, users who started up by micro-commuters had reason and strength to request space for the car to be bigger, interiors to be better, and to carry more cargo when purchasing a second car. Higher, and micro-off their own limitations for the MPV car prices provide business opportunities.

In addition to products, the main strength of the thickened pyramid base is to find opinion leaders who promote these products. “The user characteristics of the low-end MPV determine the appearance, price and marketing of such models.” In the eyes of Wu Xuefeng, in order to meet the market's demand for large space and cost-effective MPV, the model space is increased, and the displacement and price are adjusted. The interval is not difficult for manufacturers. The real test of dealers is how to find opinion leaders in this group of users and launch models through word of mouth.

"Different from ordinary cars, network marketing is not very effective for low-end MPV users on the 3rd and 4th tiers. Consumers there trust TV and surrounding friends' recommendations." Wu Xuefeng believes that the village chief and farm shop Opinion leaders represented by shopkeepers can influence the buying behavior of user groups in specific regions. Therefore, finding and establishing opinion leaders will become an important part of this year's MPV strategy for independent brand car sales.

The independent branded car companies that neither technology nor styling have taken the lead have adopted the marketing path of “encircling the cities from the countryside”, which makes the price-dominated MPV models enter and occupy the low-end market with huge growth potential. Both Jingyi and Jianghuai and Yuesheng RS are popular. Start the layout on this road.