How will the car market change after the hottest S

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SUV no longer insured? How will the auto market change?

in an instant, the auto market in 2017 has been more than half. Here, we don't want to comment too much on macro issues such as slowing growth and increasing competitive pressure, but we want to make some brief comments and Analysis on some details to see what changes have taken place in the car market in the first half of 2017, and the impact of these changes on the next car market. As the first article, let's talk about it from the market level

the current competitive and changing Chinese automobile market is like an adventure

the SUV market is no longer a "risk-free investment"

typical: many small SUVs have been harmed by the 510

the high growth of China's SUV Market over the years is obvious to all. For a long time, all manufacturers do not need to be innovative and breakthrough in product research and development, but can easily make profits as long as they can develop products lacking SUVs in a certain segment market at the first time, such as BAIC magic speed in that year. To paraphrase what is often said in the investment community, the research and development of SUVs in previous years is simply like real estate (in previous years), which is a typical "risk-free investment". However, these conditions gradually began to change in 2017

one of the most typical cases is the independent small SUV market - there are several once dark horses, all of which were discounted in the first half of 2017. For example, Ruifeng S3, Saab X35, etc. Before 2017, this kind of car was a hot model with a "monthly sales of 10000 vehicles". In particular, Ruifeng S3 was once a unique branch in this field. However, by 2017, their sales had more than halved. Like Ruifeng S3, the current monthly sales volume is only more than 1000, equivalent to about 10% of last year. This kind of "cliff like" slide was rare in the past car market

the third and fourth tier market is still the incremental breakthrough for the next step

typical: dark horse and white horse are stepping up their layout

the sharp growth of the car market in the past two years has created many "divine cars". Among them, the "magic car" in its own brand, which touches many kinds of copper based new material products such as copper foil, copper powder, copper strip, copper tube, printed circuit board, wire and cable, cannot be achieved by the first and second tier cities in terms of sales volume. A more prominent change from the second half of 2016 to the first half of 2017 is that more and more manufacturers began to further "sink" the target market. Yes, when the increment of the second and third tier markets is gradually tapped or even overdrawn, the next step is to achieve a stable growth in the absolute volume of sales, and the third and fourth tier markets are the key

in fact, the battle for the third and fourth tier markets has never stopped. Products led by Wuling and Baojun are typical "third and fourth line killers". Baojun, in particular, not only has 730, 510 such god like products, but also in the field of cars, which was not very optimistic before, it also frequently makes killing moves. For example, Baojun 310 with the same high appearance value and low price. Although 310sw, which was just launched, has no sales data, it can be seen that it will "make trouble" in the third and fourth tier markets

in addition to these unknown dark horses, some white horse manufacturers are not idle. The CX70 launched by Chang'an with a commercial brand is a typical product of this kind, and its performance has been stable. Geely's long-range SUV, launched through new shoots of old cars, is actually aimed at this kind of segmentation. The great wall changed its old H6 vest into M6, and the goal is also here

"going out" will no longer be a trifle

vehicle export, which is no longer a rare thing. Many independent manufacturers sell in overseas markets. However, some things that happened in the first half of 2017 may still be a little different from the previous "going out"

Geely's acquisition of proton

"Geely's acquisition of proton" should be regarded as a major event in the car market in the first half of 2017. Unlike Geely's previous acquisition of Volvo for the purpose of "absorption", Geely's acquisition of proton is more about "output"

Proton's current situation is indeed "rotten", but it has a very complete sales channel in Southeast Asia. Geely exports products through proton, which is likely to be "twice the result with half the effort" compared with directly launching Geely brand in overseas markets

of course, all these cannot be concluded until they are cashed in. However, one thing is certain that Geely's acquisition of proton with such a large amount of money can never be a "small-scale disturbance". This also means that this event will provide valuable practical experience for the "going out" mode of independent brands

Junsheng electronics bought Takada

although it is only an intention, it is also worth summarizing. Takata's bankruptcy is definitely a major event in the global auto market in 2017. Junsheng electronics expressed its intention to acquire at the end of the first half of 2017, which also means the change and courage of the domestic automotive (supporting) industry in going global

it's still that sentence. There is no final conclusion before all the cash. However, if Junsheng electronics can successfully integrate Takada, the significance should not be underestimated. In the words of Wang Jianfeng of Junsheng electronics, it will "help to improve Junsheng Electronics' position in the global automotive supply chain"

Tencent bought Tesla 5%

Tencent became the fifth largest shareholder of Tesla in the first half of 2017, which is now estimated to have been a little forgotten. Although full of controversy, Tencent, which is good at mergers and acquisitions, is not free to spend $1.8 billion. Even for Tencent, which is rich and powerful, it is not drizzle. In short, Tencent's move should be to "do something" with Tesla

great changes in the luxury brand segment

although there is a clue for a long time, the final data was determined in the first half of 2017, that is, Audi finally retired from the champion position in the Chinese market. And a retreat is two, fell to the third place. Mercedes Benz, on the other hand, ranked first without any suspense. From the past impression, this seems to be a little unexpected, but from an overseas perspective, this is normal - BBA seats have always been like this

although the arrival of this day will be inevitable, it will come so fast that I'm afraid it's a little unexpected for Audi. There are many reasons for this. For example, some people blame the lack of breakthrough in the design of the new generation of Audi, the over conservative product strategy of the new A4L, the slow introduction of the new Q5, and so on. However, many people may ignore the impact of the "SAIC Audi" incident, which has been making a lot of noise from the second half of last year to the first half of this year

in case of fire, there will be a carbonization layer for protection

another level, and second tier brands begin to become more and more lively. For example, Cadillac, through the excellent performance of xt5, has a considerable growth rate (an increase of 98.4% year-on-year). Jaguar Land Rover's domestic products were not affected by Chery as expected, and their performance was generally in line with expectations (an increase of 26% year-on-year). Although Volvo has made a lot of noise on personnel issues, its terminal performance is still growing steadily (an increase of 27.6% year-on-year)

must comment summary:

from the market level, the new changes in the car market in the first half of 2017 are not small, many of which are still historic. For example, luxury brand seating has changed from abb to BBA, some independent brands have gone out through large-scale mergers and acquisitions, and the SUV market is officially changing from blue ocean to red ocean. Next, we will take a look at the new car from the product level to see what is worth summarizing in the first half of 2017

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