Cigarette price war: No breakthrough in the Chinese auto market (3)

Who is the survivor?

In July, when it entered the traditional off-season of the auto market, who's sales could capture the ever-differentiated market share? When the sales of most models in the mid-size car market fell in July, there were also significant increases in individual models. In July, the sales volume of the top five models exceeded 10,000 units, followed by the Accord, Camry, Santana Zhijun, Teana, and Passat. Sales of Accord and Camry increased significantly, from 12,415 and 11,446 in June to 15,890 and 14,505, respectively, an increase of 27.99% and 26.73% respectively. The second-largest number of days in June dropped from 12,638 to 10,862.

Compared with the mid-level car and economy car market, the mid-to-high-end car market pattern remains the same, which is directly related to the competitive characteristics of the mid-to-high-end car - the most closely integrated brand and product factors. It is also directly related to the long-term battle of the manufacturer's own strategy.

On January 6th this year, by publishing the 2009 annual report, the Guangqi Honda Board stated that “the production and sales target for 2010 will be set at 386,000 units and will continue to deepen the corporate brand building.” This target only increased 5.6% over the previous year.

Because the sales volume has skyrocketed, complaints about the quality of many manufacturers have risen significantly since last year. For Honda, which has taken the “single model vehicle model” line in the world, it is an insurance option to actively compress and expand. Therefore, in recent years, in market sales decisions, Guangben's board of directors, especially Honda's directors, has consistently adhered to the strategy of “mainly based on me”. Since January-July, Guangqi Honda has produced and sold 216,068 units, and completed production and sales targets of 386,000 units throughout the year. It is no problem.

Contrary to Guangqi Honda, the sudden emergence of Dongfeng Nissan three years ago, the business expanded year-on-year depends on the control of the terminal market. Whether it is the flexible regional responsibility system or the high-frequency fast-moving marketing throughout the year, the sales ability of Dongfeng Nissan dealers is very few in China, and the high exposure rate of sales growth makes the Dongfeng Nissan brand awareness approaching. Honda and Toyota.

A survey conducted by Sinotrust Consulting Co., Ltd. shows that in the sources of car information sources, experienced friends introduced the proportion of car purchases as high as 75%. This result shows that the phenomenon of product homogeneity appears in the domestic automobile market. Consumers often listen to the opinions of experienced friends. The brand's reputation has played a very important role.

“The distinctive and rich brand culture is an important feature for consumers to distinguish similar products and form psychological recognition.” said Lin Lei, President of Xinhuaxin.