May China Automotive Market Analysis Report

　 Brand structure: Nissan ranks up seven places In the May 2013 Chinese auto market, 2013 models of Scirocco GTS, 2013 Model Peugeot 307 hatchback, 2014 model S1 and 2013 Hongqi H7 were launched. Among them, as a representative of high-end independent brands, the new car market of Hongqi has received extensive attention from the market, and the self-owned brand car has further progressed in the process of high-end. The brand is concerned about the rankings, Volkswagen, Ford and the Great Wall are still in the top three; due to the new listing of Converse, Nissan’s brand rankings this month rose seven positions, ranking sixth in the list.

Report points

• Brand focus: Volkswagen is ranked first in the brand watch list, with a market share of 14.8%; Great Wall’s attention ratio has declined, its gap with Ford has widened; Nissan’s rankings have risen seven times, rising to the list of concerns. The sixth place.

• Product focus: In the cars' rankings, Fox tops the list; Shanghai Volkswagen leads the automakers' concern list, Nissan Ford surpasses Great Wall Motors, and the compact car continues to decline.

• Analysis of parameter characteristics: The average price of the Chinese automotive market this month was 171,400 yuan, which was higher than that of the previous month. The 1.6L displacement product was most favored by consumers, the proportion of attention was 21.3%, and the automatic transmission product's attention increased by 1.9. %.

• Case Study - Nissan: In May-May 2013, Nissan's brand awareness began to pick up; in terms of product level, the number of compact cars was large, and occupied a market share of 37.2% of Nissan.

First, the brand attention pattern

• Volkswagen attracted the most attention from consumers In May 2013, in the Chinese auto market, Volkswagen remained the brand most concerned by users. It paid attention to the championship of the brand's attention with a ratio of 14.8%. Ford and Great Wall were ranked second and third, with market share of 6.9% and 5.7% respectively. After Chevrolet, Hyundai and Nissan were disaggregated, the proportion of attention was between 3.9% and 4.1%. The top fifteen brands accounted for 67.8% of market share.

• The Great Wall’s attention ratio dropped by 0.9 percentage points. The brand’s attention was on the list. The rankings of the top three brands did not change. They were Volkswagen, Ford and Great Wall. Among them, Ford's attention ratio has risen slightly, while the Great Wall’s market share has fallen by 0.9% from the previous month, and the gap between them has widened from 0.1% in the previous month to 1.2% this month.

• Nissan ranked seven times higher due to the listing of Converse 2013. Nissan’s market share increased for two consecutive months, and this month’s ranking rose seven times to sixth on the list. Toyota, Honda, Buick, BYD, and Audi all had different degrees of decline.

Top cars: Fox reelection top <br> <br> Second, the product concerned about the pattern

(1) Car Ranking • Fox has been the champion of the United Auto Group In May 2013, Ford’s Focus has become the most concerned car series in the Chinese auto market. The ratio of concern is 3.2%, but it has dropped slightly by 0.2% from last month. LaVida and Harvard H6 ranked second and third respectively, with a focus on 3.0% and 2.0% respectively. The new Santana’s rankings have continued to decline. After falling to the third place last month, this month’s ranking has dropped one place, ranking fourth on the list.

(II) Product Ranking • The top-selling product of the 2013 Lianyi Classic 1.6L automatic fashion version watched the 2013 Volkswagen 2013 Langyi Classic 1.6L automatic fashion version to the top of the list, becoming the most popular car model for consumers. The product price is 11.98 million yuan. Last month, the 2013 new Santana 1.4L manual fashion version slipped to the list, the product price was 84,900 yuan. In the third place is the Great Wall's 2013 Haval H6 1.5T manual four-wheel drive urban type.

• Volkswagen's Five Products Entering the List From the perspective of the brands of the listed products, Volkswagen has five products entering the top fifteen, becoming the brands with the largest number of products on the list; Great Wall and Ford have three products on the list; the other four The products come from Honda, Nissan, Chang'an and Buick.

Price analysis: The average price of products rose slightly. (3) Manufacturer Ranking • Shanghai Volkswagen ranks No. 1 in the list of manufacturers. Shanghai Volkswagen ranks first in the market with 8.4% of its market share, making it the most concerned automobile manufacturer. With the listing of the new wing-wing and the new Fiesta, Changan Ford surpassed Great Wall Motor in second place, paying attention to a ratio of 6.1%. Great Wall Motors slipped to the third place on the list.

(IV) Structure of the price segment • Increased attention on products of more than RMB 1 million In May 2013, products in the Chinese automobile market totaling less than RMB 200,000 accounted for more than 70% of the market’s share of the market. Among them, the product-focused share of the 5-10 million yuan and 10-20 million yuan price segments exceeded 30%, respectively 32.4% and 33.7%. For the high-priced products, the proportion of products with more than RMB 1 million was 5.1%, up 0.5% from the previous month.

• The average price of the product was RMB 171,400. The average price of the Chinese auto market this month was RMB 171,400, an increase of RMB 0.16 million from the previous month. Judging from the changes in the average price of products at different levels, the average price of most of the models has risen, with luxury cars and sports cars rising at a relatively high rate of 55,900 yuan and 46,500 yuan respectively. The average price of the medium-sized car dropped by RMB 240,700, a drop of RMB 0.09 million from the previous month.

Car level: compact car focus on declining (V) Auto level • Concentration of compact car continues to decline In terms of models of different grades, although the compact car is still the type of car that the user is most concerned about, the market share of its concern has been declining recently. The monthly attention rate was 32.9%, down by 0.2% from the previous month. SUV ranked second, with a ratio of 25.3%. Small cars and medium-sized cars ranked third and fourth respectively, with 16.1% and 11.4% respectively. The market focus of other models is not more than 10%.

(VI) Displacement structure • The highest degree of concern for 1.6L displacement products In May 2013, 1.6L displacement was the most popular among consumers in China's auto market. The ratio of attention was 21.3%, up 0.6% from the previous month. 1.5L, 2.0L, and 1.4L displacement of the product concerned more than 10%, respectively, 16.5%, 15.5% and 10.7%.

(VII) Gearbox structure • Automatic transmission products increase 1.9%

On the gearbox side, the focus of manual transmission (MT) products has declined, at 47.3%. Automatic shifting (AT) products ranked second, focusing on 37.2%, up 1.9% from the previous month. The DCT, CVT and AMT products ranked third to fifth, with market share of 9.0%, 4.5% and 1.9% respectively.

Case Study: Nissan concerned about the trend to rise <br> <br> three case studies - Nissan

(I) Brand trends • Nissan’s focus on the upward trend On April 12, 2013, Dongfeng Nissan announced that 2013 Converse was officially listed for sale. The new car is divided into two versions, the Granville and Granville Power Edition, which have 8 models in total. The CVT gearbox replaces the original 4AT in terms of power. The price range is 8.58-11.72 million yuan. After the new car went public, Nissan’s brand awareness trend rose significantly.

In the October-December 2012 Chinese auto market, Nissan’s attention has been steadily rising from 3.4% in October to 4.0% in December; but after entering 2013, Nissan’s attention has continued to decline, and the attention ratio has fallen to once 2.7%; however, following the new listing of Converse 2013 in 2013, Nissan’s brand awareness began to rebound and rose to 3.9% in May.

(II) Product Structure • The largest number of compact car products In May 2013, the total number of Japanese product brand products in the Chinese automotive market was nearly 300. Among them, the number of products for compact cars is relatively large, reaching 88 models; the number of products for SUVs and medium-sized vehicles exceeds 60 models; the number of products for small cars and MPVs is 38 and 25 models respectively; Nissan 370Z and Nissan GT-R The number of sports cars represented is relatively small, with only 8 models.

• Compact car Nissan users are concerned about the proportion of car models at all levels. The compact cars represented by Sunshine and Sylphy Classics are more popular among Nissan users, with a 37.2% interest rate. Although the number of small cars represented by Converse and Machi is small, they still account for 29.7% of Nissan users. The SUV's attention is not low. The proportion of attention is 19.6%, which means that there are hackers and Qijun in the car lineup.