Cigarette price war: No breakthrough in the Chinese auto market (2)

Auto market without long tail theory

In 2009, it was a policy city and a small-displacement vehicle that was leading the way. With the weakening of the policy, market share was gradually falling. In contrast, the MPV and SUV, which previously had a relatively small contribution from the market, have grown rapidly in the first half of the year, resulting in an average share of market segments.

Take the Beijing auto market as an example. According to the data provided by the North Asian auto market, the market share of the four types of vehicles with displacements below 1.6L, 1.7L-2.0L, 2.1-2.5L, and 2.6L in June is 37.88% respectively. , 31.88%, 11.59% and 19.15%. However, in July, due to the various growth rates of various types of models, the market share of the four types of models has become 36.47%, 29.61%, 13.01% and 20.90%.

The direct result of the increasing average contribution of various subdivided models to the market is that the competition in the various market segments is intensifying. “In the past, everyone had a different focus on the market. Now everyone wants to benefit.” An auto company CEO believes that since all market segments are growing, the long-tailed theory in the sense of market science is not in the automotive industry. exist.

According to online car market monitoring data, the overall price level of automobiles in the first half of this year has a cumulative decline of 1.5%. This figure is not only higher than the relatively stable price in 2009, but also higher than the 2008 trend in line with the traditional trend, indicating that the auto market price has returned early to enter. Falling channel.

In June, for example, luxury car companies put their weight down to join the list of price cuts in order to impact the sales target in the first half of the year and to give way to new cars. The drastic drop in the price of the luxury car market has become an important force pulling the overall price index of the auto market down. Continuing price cuts on the B-Class have formed a push.

The new A-class car market in June, Fox, Mazda 3 classic, new Junjie, new Bora and other models intensive listing, making the market more intense competition, price war is inevitable. A-Class vehicles as the core level of the passenger vehicle market lead the price avalanche of the entire auto market.

Due to the impact of energy conservation and emission reduction policies, the small car market will receive a subsidy of RMB 3,000 for qualifying vehicles. This policy has caused the market price of small cars to decline by 1% during the month, and is affected by the off-season and the backlog of mid-size models. The market price of cars will continue to decline.

Contrary to the increase and decrease in the growth rate of domestic vehicles, in the first half of 2010, China’s imported automobile market achieved rapid and comprehensive growth. According to the market research conducted by China Imported Automobile Trading Co., Ltd., in the first half of this year, China imported 294,000 vehicles on board, an increase of 92.5% year-on-year. The average monthly number of cards reached 49,100, and remained at a relatively high level of about 50,000 in the past four months.

But this overall growth is behind the fact that the sales of many individual brands and models have fallen.