Attacking the marketing strategy of commercial vehicle enterprises in the secondary and tertiary markets
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With the strong support of the favorable policies of the auto country and other countries, the Chinese auto market has been developing rapidly. All car companies have tried their best to compete for market share. In the face of such fierce competition, how to occupy the market and take advantage of what constitutes a favorable market is a major issue that makes car companies think about it day and night.
According to the car sales data, at present, the secondary and tertiary automobile market has become the major domestic automobile growth market. The market share has occupied about 70% of the total market share, and the scale is still expanding. From the perspective of the development of the regional market, the growth rate of automobile sales in the western region reached 56.5% in 2009, 42.4% in the central region, and 36.3% in the east. The growth rate of automobile sales in the western region is the highest. According to the research conducted by the National Information Center, the secondary and tertiary automobile markets will also become the major incremental regions of the auto market this year, and in the next 10 years, the secondary and tertiary markets will continue to be the leading market for China’s auto sales.
Therefore, from a strategic point of view, the huge potential of the second and third-tier auto markets is destined to be taken seriously by various auto companies. The relevant targeted marketing strategies of various auto makers have also been continuously introduced, such as the seizure of the second and third-tier markets by Geopika. The price reduction promotion policy, Jinlong Jinwei's “tourism listing†in different parts of the country, and the launch of the diesel version of Kairui Youyou are all targeted at the needs of consumer groups in the secondary and tertiary automobile markets to deploy market development strategies. However, for enterprises, the exploration of the development of secondary and tertiary markets is still under continuous trial. Whether or not they can succeed depends on whether the marketing strategy can outperform the secondary and tertiary automobile market.
Raiders Keywords One: Price
Although consumers nowadays are no longer luxury goods for consumers in the secondary and tertiary markets, they still have to value prices before they buy a car. Gio Motors has always been based on pickups and SUVs. However, at the beginning of this year, Gio Motors also saw the development potential of the second and third-tier auto markets and launched light truck products.
The status of economical light trucks in the minds of peasant users has surpassed that of low-speed cars because economical light trucks are of high quality and low cost, and they are energy-saving and environmentally-friendly. Gio Motors launched two light trucks for market demand. The cabs are divided into single row and half row. The wheelbases are 2600mm and 2800mm, respectively. They are equipped with Quanchai 4D25F engine and equipped with a 5-speed gearbox. According to the understanding, GIO light trucks mainly capture the secondary and tertiary markets, and have higher sales in Shandong, Zhejiang and other places, and sell for less than 40,000 yuan.
The price of a low-speed car is about 2-3 million, while the price of an economical light truck is about 10,000 more than that of a low-speed car. However, the economic performance of the light-duty truck is still relatively large. However, the money of the farmers' friends is also not easy to come by, so it is still necessary to determine the strategic direction of the company's development based on the development of the market.
Raiders Keywords II: fuel-efficient, environmental protection
Energy conservation and environmental protection are now an important factor in the development of the secondary and tertiary automobile market. The restrictions on yellow label vehicles have also caused many low-speed vehicles to exit the main market. Take the micro-off market, fuel-efficient emission reduction has become a hard target for micro-customers. According to Li Jianguo, general manager of Kairui Automobile Sales Co., Ltd., the launch of the Kairui Youyou diesel version is precisely to meet the needs of customers for "energy saving and emission reduction." The Youyou diesel version equipped with Chery's ACTECO 1.0D diesel engine features energy-saving, energy-saving features.
ACTECO 1.0D has high fuel economy and strong power. It is a new generation of power technology that better meets the transportation needs of urban and rural users. This engine has an overall road condition fuel consumption of 5.5-5.6L/100km, a constant speed fuel consumption of 60km/h is 4.2L/100km, and a 40km/h constant speed fuel consumption is only 3.5L/100km. Compared with the same displacement gasoline engine, With 50,000 kilometers a year, it can save 10,000 yuan. At the same time, due to the application of Bosch's high-pressure common rail technology, its power performance is outstanding. Its maximum power is 63 horsepower, its maximum torque is 125N.m, and its maximum torque is 125N.m at 2,000 rpm. The power is comparable to many 1.5L gasoline engines.
In addition, the new Jinlong Jinwei Haishi model introduced by Xiamen Jinlong Automobile also creates a “high-efficiency and energy-saving†high cost performance for consumers. The new Kingway Sea Lion series is full of energy. According to reports, it has two kinds of gasoline and diesel power, providing a total of five advanced engines for consumers to choose. Among them, the gasoline engine has 491, V20, and 4RB2 gasoline engines, and it is derived from the Toyota system. It uses electronic throttle technology, AV1 combustion analysis technology, and ECU computer intelligence control technology and other international advanced power technologies. While ensuring fuel economy, there is no shortage of power. . In terms of diesel power, it is equipped with Great Wall GW2.8TC-2 and Yuchai YC4FB90-30 diesel engines. Due to the high compression ratio of diesel vehicles, fuel consumption is estimated to be about 30% lower than that of gasoline vehicles, and fuel economy is good.
From the body of Xiamen Jinlong and Chery Automobile, the “energy saving and emission reduction†has been regarded by enterprises as their heart.
Raiders keywords three: space, carrying more
Large space and multiple loads are also one of the requirements for commercial vehicles in the secondary and tertiary automobile markets. Light commercial vehicles may no longer be a luxury for consumers in the second and third-tier markets, but for farmers, their money is not easy to come by, and they all want to use the money. Large space and loads of goods are one of the major factors for them to consider buying.
Some car companies are seeing this business opportunity and increasing the overall competitive strength of products for demand. For example, the Youyou diesel version with ACTECO 1.0D is very suitable for the transport of various road conditions in urban and rural areas, and can save money for the user; because in addition to excellent power output and fuel economy performance, Youyou Diesel is the same in space and configuration as the gasoline version. outstanding. The Karry’s superior length, width and height are 3,993×1,607×1,908mm. It belongs to the 4-metre mainstream model and has a maximum space of nearly 4000L. In the case of folding and retracting the third row of seats, the cargo space volume in the Kairui Youyou vehicle reaches 2,000. Rise. It also inherited the advantages of Youyou Gasoline, such as four-wheel disc brakes and four-door automatic window-closing systems for B-Class sedans, especially equipped with electronic power steering, so that the car can be operated at low speed with high speed and stability. The advanced configuration not available in most cars provides a more comfortable space configuration for the occupants.
In view of the secondary and tertiary automobile market, there may be many important factors that cannot be ignored. Automobile manufacturers can only see key points and grasp good opportunities, aiming at the marketing strategies of the secondary and tertiary markets for computers that suit their own corporate development. invincible position.