A true report on the competitiveness of compact cars in the first half of the year

In the domestic passenger car market, 46 vehicles are compact vehicles for every 100 vehicles sold. If the domestic passenger car market is the Han Empire, the compact car is Cao Cao. The latest story of the association's car edition was: The compact car all the way down in the first half of this year, causing the sales of domestic passenger cars to continue to fall. Not only that, in order to unveil the truth about the decline in sales of domestic passenger cars, it is necessary to go into each segment of the compact car market to differentiate between them. Let's take a look at their market sales and take a look at the brands in each grade range. Competitive status.

1 year-on-year sales by year

Statistics on year-on-year sales of the segmented markets showed us an astonishing sight: From the second high-end market, sales have been lower than the same period of last year for five consecutive months. Although sales of mid-range models are also declining month by month, sales volume is still significantly higher than the same period last year. In the first and second quarters, the mid-range vehicles presented the market situation of “half of the flames are half seawater”. Although the sales volume in the low-end market is higher than that in the same period of last year, it is experiencing severe market shocks.

The Distribution Pattern of Brand Competitiveness in the Second Grade Market

According to statistics from the Ministry of Public Security, the compact car market presents the distribution pattern of brand competitiveness as shown in the above figure. Next, this distribution pattern will be analyzed based on the brand market share of each segment.

In the high-end and sub-high-end markets, the Volkswagen brand continues to occupy an absolute leading position. Buick, Toyota, Skoda and Nissan formed a second phalanx behind the Volkswagen brand. VW’s market share exceeds the combined market share of the second, third and fourth brands. This unique leading position has enabled the public to have an unassailable king position in this market.

In addition, the high-end and sub-high-end markets have already shown a diversified consumption pattern. In this segmented market, Volkswagen owns four brand models: Golf GTI, Golf Generation 6, Sagitar, and LaVida, which can achieve relatively broad and full product coverage for different consumer fashions. As a result, competition forces that cannot be matched by other brands are formed.

If we say that in the multi-consumer fashion rivers, the secondary high-end and above models have already formed a situation where everybody competes, then the mid-market is changing from a homogenous market to a diversified market. At present, this market presents the competitive landscape of modern, Buick, Chevrolet, Volkswagen and Nissan. The reason why the modern brand can win the leading position is because the Elantra sedan, i30 three models are concentrated in this segmented market. Nissan has adopted the same product mix strategy as the modern brand. However, due to the fact that Tiida, Tiida, and Sunshine are in the market transition period, the competition force has not yet been fully released. With the further release of the competitiveness of the sun, the competitive position of the Nippa brand in this market will increase rapidly.

The mid-range and low-end markets still maintain the market pattern of transport-driven vehicles as the main consumption purpose. In the mid-end market, Volkswagen Jetta has maintained its absolute leading position. In the low-end market, BYD and Chery maintain their traditional leading position. Both brands adopt multiple product mix strategies in the low-end market. Among them, F3 dominates the BYD model. Among Chery's crowded models, Qiyun 2, Qiyun 3, and Fengyun 2 formed a balanced lead for the troika.

It is the Great Wall Tengyi C30 that is forming a subversive threat to this pattern. With the advantages of modeling space, technology configuration and product price integration, the Tengyi C30 has formed a powerful challenge to BYD and Chery's leading position in the low-end market.