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If new cars such as Ford Mondeo and Toyota Corolla are introduced one after another, accelerating the metabolism of Chinese auto products, then this metabolism will be further accelerated with the arrival of new cars such as GM Cadillac, Peugeot 307 and Volkswagen Touran. The introduction of a new car is a new wave of change for the domestic automobile market, driving the development of the Chinese car industry.
In comparison, since the beginning of this year, Nanjing Fiat, GM Buick Sailou, and Shenlong Fukang have all entered the auto market in ways that lower prices and increase allocation. These measures are only a kind of "fine-tuning" for the entire auto market. However, experts pointed out that as the influx of new foreign models gradually slows down in the next two years, and even the face of new vehicle sources will soon be exhausted, the Chinese auto market will eventually usher in a “fine-tuning†era. For now, such "adjustment" is mainly reflected in the price and configuration, and in the future there will be "service" adjustments.
Price Adjustment: "Li"
For consumers, the main consideration when buying a car is the price, brand, and performance of the car. Among them, reducing prices and using “profit†as a basis are undoubtedly the most direct and effective means for manufacturers and distributors to fight against the auto market and occupy market share. A powerful example is that when Xia Li reduced its price by 17,000 yuan in 2002, it attracted consumers to rush to buy one. .
Many industry insiders have commented that this year's price cuts are still the norm, and they have become increasingly fierce. January 1, Geely pride, the United States and Japan, Youliou price cut by 5,000 yuan; subsequently, Zhengzhou Nissan's pickup, Paladin, respectively, price cuts ranging from 5000 to 10,000 yuan; February 27, Fukang 04 new models have begun to cut prices The decline was between 8,000 and 14,000 yuan. According to incomplete statistics, in the past two months in 2004, more than 10 models such as Sail, Maxima, Paladin, and Carnival had been added to the car market.
But everyone knows that price cuts are a "double-edged sword." A good price adjustment can immediately lead to a good market response and promote sales. If the price is not adjusted properly, it will not only fail to expand market share, but will also lose the brand loyalty of the original user group and cause the brand image to plummet. For consumers, cutting prices is also a dilemma.
On the one hand, he hopes to lower prices and spend less on the other; on the other hand, he also fears that if he just buys a car, he will cut prices and the depreciation of vehicles will be too rapid, which will easily create a “wait and see†consumer psychology.
Price is a "wind vane" of a competition index. The more intense competition, the faster the frequency of price adjustment. Experts pointed out that price adjustment is the initial stage of “fine-tuningâ€. In the future, the more fierce competition in the auto market, the richer the choice of consumers, the price advantage alone will not be able to move the door of the market, but need other brand-new adjustments. In order to really get a good market response.
Configuration adjustment: move to "real"
Compared with the previous two years, major manufacturers used different price cuts to fight against the auto market. In 2004, auto manufacturers increased their corresponding configurations and indirectly lowered their prices while allowing them to benefit from lower prices. This kind of market "combination boxing" has been repeatedly hit in the Chinese auto market. From January till now, Nanjing Fiat has lowered the price of its accessories in an all-round manner. The price range of accessories involves 500 types of wearing parts and 1500 kinds of medium and slow wear parts, accounting for more than half of the total number of accessories of Nanjing Fiat; Dongfeng Yueda Kia 2004 QianLi Ma While upgrading the configuration, the price was lowered by 7,000 yuan to 13,000 yuan; Shanghai GM added 4 models of 04 models to increase the configuration up to 5,000 yuan, while the price dropped by 10,000 yuan to 11,000 yuan; Introduced new equipment 04 EBD, the price will be substantially reduced ... ...
Lowering the price while increasing the configuration is what the manufacturer thinks is a "great move." In this way, it not only solves the dilemma caused by the original price reduction, and makes the original user group easily accept the fact of price reduction, but it can also enable later adopters to get more benefits, impress their desire for consumption, and continuously increase market share. Not only that, the way to increase the configuration, due to continuous improvement in technology, cost-effective, etc., can also make manufacturers have a good brand image. Can be described as "one stone three birds."
According to last year's situation, manufacturers cut prices, cars do not necessarily sell well; but the car does not cut prices, the car certainly does not sell well. Therefore, when relying solely on price cuts does not form a good market, increasing the allocation and increasing the cost-effectiveness will undoubtedly become a "stepping stone" for manufacturers to open up the market.
Service Adjustment: Moving to "Sentiment"
At present, the average profit of automobile manufacturers in developed industrial countries such as the United States, Germany, the United Kingdom, and Japan is only about 2-3%, while the current average profit in China is as high as 13%. Therefore, major manufacturers can make full use of price cuts, increase the allocation of methods for promotion. Experts from the automotive industry and Professor Fu Mingjie from the School of Management at Fudan University stated that in the future, as the competition is fierce and profit margins continue to shrink, for major manufacturers, competition will mainly rely on “sales servicesâ€.
Recently, when the author visited some of Shanghai's famous car dealers, they also said that in the future, prices alone, increased allocation and other factors will not be able to sell cars. Only relying on the "integrated service marketing" model can truly open the car market. Shen Weijie, General Manager of China Import & Export Automobile Trading Shanghai Import and Export Trade Co., Ltd., told the author that Ford has created a “Ford†marketing model, relying on the production of a single car model, with a color of the car has been successful, customers either choose this car, or No choice, this model has been successful in the early stages of industrialization. However, with the development of the automotive market and the continuous improvement of customer demand, the “Dell model†that specializes in providing personalized services has achieved great success. In the future, with the development of the Chinese automobile market, the satisfaction of individualized demands will be the main weight of market competition, which depends on a sound service system.
In the past, the Chinese automobile market was only a type of Poussin car. Now it has brought together more than 80% of the world's famous brands, and will also undergo a sales service process from the "Ford system" to the "Dell system." In the future, when manufacturers and distributors are unfit for price and configuration adjustment due to cost issues, they can only gain market recognition by constantly adjusting their own sales models and providing customers with personalized services.