Different from the SUV market's joint ventures, the independent brands in the MPV market have an absolute advantage in market share, and the boundaries between the home and business MPVs are gradually blurred. The mid- to high-end business MPV market is growing stronger as competition intensifies. Household MPVs have also become a new blue ocean for car companies. The next auto market growth opportunity may be in the MPV market.
In the context of the slowdown in the overall growth rate of China's passenger car market in 2014, independent brands can be said to be difficult to compete in the fierce competition of the powers. According to data released by the China Association of Automobile Manufacturers (hereinafter referred to as the China Automobile Industry Association), although the sales volume of Chinese brand passenger cars increased slightly by 4.10% year-on-year, the market share fell by 2.14 percentage points.
However, the loss of the lost brand of the self-owned brand in the passenger car market cannot be generalized. If the market segment is examined, the situation of coexistence of “the fire outside the sky” and “the Jiangnan song and dance” will be found. The former refers to the retreat of the self-owned brand in the car market, while the latter is the two sub-markets of SUV and MPV.
Different from the SUV market's joint ventures, the independent brands in the MPV market have an absolute advantage in market share, and the boundaries between the home and business MPVs are gradually blurred. The mid- to high-end business MPV market is growing stronger as competition intensifies. Household MPVs have also become a new blue ocean for car companies. The next auto market growth opportunity may be in the MPV market.
According to the data released by the China Automobile Association, China's MPV sales in 2014 reached 1,194,300 units, an increase of 46.79% year-on-year, far higher than the current year-on-year growth rate of 36.44% in the hot SUV market. Last year, the MPV market also accounted for 9.72% of the total passenger car market of 19.76 million, which was more than 1 percentage point higher than that of 2013.
The rise of MPV models in recent years has largely robbed the market share of micro-customers and mid- and low-end cars, and will even threaten light passengers in the future. With the advancement of urbanization in China and the improvement of the standard of living of the people, the demand for car purchase and car change of individual industrial and commercial owners and working-class families in the third- and fourth-tier cities and urban-rural areas began to break out, and the Chinese people’s car plots, The MPV for both business and passenger use has become a good choice.
To some extent, this trend is similar to that of neighboring Japan. As is known to all, Japan, which has a small country and limited resources, has always been dominated by small local cars. However, ordinary Japanese families with a practical philosophy of life are equally fond of MPVs with small displacement, low fuel consumption but large space. Japan’s mini passenger car market Almost all of the world of MPV. Among the top 10 Japanese car sales in 2014, there are seven mini-cars and the other three are hybrids. China's current MPV market is also the most active in small-displacement models. According to the data of the China Automobile Association, in 2014, China's 1.6L and below MPV products sold a total of 151,700 units, accounting for 54.38% of the total MPV sales. Looking at the development history of the developed automobile industry in Japan, with the maturity of the domestic automobile consumption concept, the Chinese MPV market is bound to grow stronger.
Chinese car companies familiar with the national conditions clearly grasp this market trend more accurately than the joint ventures, and show strong innovation and resilience, and lay the groundwork for independent brands to dominate the MPV market.
According to data released by the China Automobile Industry Association, the sales volume of Chinese brand MPV reached 1,641,300 units in 2014, an increase of 52.33% year-on-year, accounting for 85.84% of the total MPV sales. The market share increased by 3.12 percentage points over the same period of the previous year. Among the top 10 MPV brands in sales, 8 are Chinese brands.
Joint venture micro-ownership brand leads Jiangshan In 2014, the top ten models in China's MPV market are Wuling Hongguang, Changan Uno, Fengxing Lingzhi, Baojun 730, Fengjing Jingyi, Weiwang M20, Xiaokang Scenery, Buick GL8, JAC Ruifeng and Honda Jie. De.
Among them, SAIC-GM-Wuling's Wuling Hongguang continued to sit firmly in the top spot in the MPV market. Last year, sales rose 41.5% year-on-year to 750 million units, with an average of 62,500 units per month, a record high, ranking the entire market, accounting for 39.18 of total MPV sales. %. Among them, the new car Wuling Hongguang S is the main force to promote growth, sales increased from 81,000 in 2013 to 279,900, a sharp increase of 245.5%.
The performance of Baojun 730, which is also owned by SAIC-GM-Wuling, is even more amazing. The newly-launched 犊 芒 芒 芒 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露 露In 100 days, the cumulative sales volume exceeded 60,000 units, and the sales speed of such a smashing bamboo made the car industry stunned. As of December last year, the cumulative sales of Baojun 730 reached 120,100 units, ranking fourth in MPV sales.
Dongfeng Liuqi also made two generals on the list. The third-ranked Lingzhi sold 125,200 vehicles last year, an increase of 13.73% year-on-year, which was one point lower than that of 2013. The sales volume of Fengjing Jingyi climbed 65.06% year-on-year to 115,700 units. Ranked fifth.
In addition to the above four, the sales volume of 100,000 vehicles exceeded 100,000, and the sales volume of Changan Automobile, which is the main force of Changan Automobile, increased by 30.08% year-on-year to 138,000 units, surpassing Lingzhi, ranking third from last year.
Among the self-owned brands, Weiwang M20, Xiaokang Fengguang and Jianghuai Ruifeng ranked among the top ten. Although the sales of these three models are different from the top five, the growth rate cannot be underestimated. Among them, the sales volume of Beiqi's Weiwang M20 surged by 487.01% to 90,400 units last year, and Xiaokang Fengguang also achieved sales growth of 156.12% year-on-year to 81,100 units, while JAC Ruifeng increased by 31.60% year-on-year to reach 71,300 units, ranking sixth and seventh respectively. And ninth place.
Compared with the whole line of self-owned brands, the joint venture brand MPV, which only occupies two seats in the top ten of the sales list, seems to be somewhat backward.
The eighth-ranked Buick GL8 sold 80,500 units last year, up 14.65% year-on-year. The sales volume of the new Buick GL8 even dropped by 0.38% compared with 2013. JD of Dongfeng Honda achieved a year-on-year increase of 130.39% and sales climbed to 6.32. The sales volume of its fellow brother Ai Lijun fell by 38.98% year-on-year to 7,634 units; the well-received Guangzhou Automobile Honda Odyssey sold 34,800 units last year, up 27.72% year-on-year.
From the sales point of view, the mid-to-high-end MPV market still leads the Buick GL8, but Jade and Odyssey are rushing to catch up. The two models of Dongfeng Honda are too similar to lead to internal competition, which just confirms the author's prediction earlier this year.
From the brand faction, the joint venture brand MPV sales reached 271,600 units last year, although the year-on-year growth was 20.7%, but the market share fell by 2.7 percentage points. Among them, Japanese sales increased from 108,800 in 2013 to 145,100, an increase of 33.5% year-on-year, lower than the overall growth level of the MPV market; while the performance of the German and American departments was even more bleak, with sales increasing by 1.4% and 13.4% respectively. .
Entering the Blue Ocean Home MPV into a New Opportunity Obviously, the independent brand has an absolute advantage in sales in the MPV market. However, this strong position is based on the complex structure of the MPV market itself and the different positioning of car products.
First of all, unlike the competition in the sedan market, the independent brands and joint venture brands in the MPV market are working hard in the low-end and mid-to-high-end markets respectively, and there has not been a large-scale short-term connection. This is somewhat similar to the situation in the SUV market, but the latter has begun to show signs of joint venture brand exploration. Secondly, China's MPV market has distinct business and household sectors. The boundaries between the two are relatively clear. Business MPVs are basically monopolized by joint ventures in the mid- to high-end models, while household MPVs belong to the world of independent brands, and product positioning is also low. The data shows that about three-quarters of China's MPV prices are below 80,000 yuan.
In recent years, the hot products in the MPV market are mainly self-branded compact MPVs with relatively low selling price and positioning. The manufacturers are mostly traditional micro-car companies, such as Vapor General Wuling, Changan Automobile, Dongfeng Luan, etc. As mentioned above, the target customers are mainly individual industrial and commercial owners and working-class families in the third- and fourth-tier cities or urban-rural areas. The vehicle displacement is also small, and the use of the initial cargo is gradually shifting to commercial and passenger use. .
In the mid-to-high-end MPV market, independent brands are still unable to compete with the joint venture brands. This part of the market for import, joint venture Buick GL8, Guangqi Honda Odyssey, Dongfeng Honda Jade, Volkswagen Touran, Nissan and other control, mostly for business purposes, the price is also an order of magnitude higher than the independent brand MPV.
Unlike the SUV market, which has been plunged into a dull car market and has been on the brink of four consecutive years, the MPV market has been rising at a high speed and steadily in recent years, with considerable sustainable development potential. At the same time, the boundaries between the two major areas of business and home in the MPV market are being broken. The independent brand MPV has begun to transform into a combination of business and passengers. For example, the Baojun 730, which was hot last year, is a successful case. The joint venture brand MPV also began to extend to household consumers, such as Dongfeng Honda's Aili. Although from the current situation, the higher price also restricts the expansion of mid- to high-end home MPV. Considering the demand of Chinese consumers for face-to-face, household MPVs with stylish appearance and richer configurations will lead the market.
According to analysis and forecast, by 2020, China's MPV sales will exceed 8 million, about 8.19 million. With the development of China's auto market in the direction of diversification, differentiation and high-end, the market of micro-customers and low-end cars is shrinking, and the MPV market that has eroded this part of the market will become a growing number of consumers in the future. The enterprise is vying for the influx of blue ocean.
According to statistics, there are dozens of new MPV models to be launched in 2015, mainly based on independent brand MPV, including the first compact MPV model Yingzhi M301 launched by Weichai Yingzhi Automobile and Chery's Arrizo M7. Shanghai Volkswagen New Generation Touran, FAW Pentium MPV, JAC Ruifeng M6 and other vehicles. In January of this year, there were already three heavyweight products entering the market, including SAIC-GM-Wuling's “New Weike” Hongguang V, which was listed on January 9, Beiqi Yinxiang Magic Speed ​​H2, which was listed on January 20, and listed on January 27. Kerry K50.
It can be seen that both the joint venture and the autonomous car companies have already targeted the MPV, which is the blue ocean force. In the past ten years, the Chinese auto market has ushered in three major developments of micro-cars, cars and SUVs, and the next explosion Opportunities may be hidden in the MPV market. In this new world, the independent brands familiar with the market and consumer needs have inherent advantages. Who can seize this opportunity, who can jump in the blue sea.

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