The mini-car market presents two-leg walking trends, with high-end cities entering the middle and lower reaches of the countryside.
With the maturation of the mini-vehicle market, the industry believes that in the future, the micro-micro market will present two extremes, namely, the launch of more high-end micro-customer products and the main urban market. At the same time, the existing traditional sense Middle and low-end micro-products continue to force the rural market. The development opportunities of the micro market in the future can be summarized as follows: entering the city and going to the countryside, walking on two legs.
Going to the countryside: entering the rural market
In the past two years, with the growth of the micro-bus market, the trend of the transfer of micro-customer users to the rural market has become more apparent, and the rural market has gradually become an important market for micro-business development.
After stimulating the car-to-country policy for two consecutive years in 2009 and 2010, the demand for cars in rural markets has been ignited, and people’s enthusiasm for buying cars has also been mobilized. At the same time, the huge changes in transportation facilities brought about by the village-village projects in rural areas also make it easier for people to use cars, and cars can be opened directly to their homes. At present, the development of urbanization in China is accelerating and the income of farmers is steadily increasing. The increase in the level of urbanization will surely drive the rapid growth of automobile consumption. The start-up of rural vehicle consumption will provide a huge market space for low-end and mid-level micro-customers with high cost-effectiveness and a dual-carrying capacity.
The rural market is very large and the demand for people to buy cars has just started. The micro-passenger, which is both capable of carrying people and pulling goods, is durable and economical, and is a tool for getting rich. It is very suitable for the rural market, and therefore it has become the first choice for the majority of peasant families. These have determined that the potential demand for micro-substances of farmers is still huge. And not subject to a single policy adjustment.
In fact, in recent years, the focus of national investment has also shifted and shifted to rural areas. The economic environment in rural areas has been greatly improved, the road conditions have also been improved, and good conditions have been created for migrant workers to return to their hometowns for self-employment and entrepreneurship. . It is reported that in 2010, the per capita net income of peasants nationwide has exceeded 5,800 yuan, and the demand for transportation tools by well-to-do Chinese farmers is growing.
Into the City: Targeting Urban Consumption
Micro-enterprise products continue to enter the rural market while entering the city has also become another development direction for micro-entrepreneurs. Many small business owners with certain economic strength in the city are different from those of ordinary micro-customers. They use micro-customers to deal with businesses, transfer customers, and carry valuables. Therefore, they need a car that can meet their various needs. Wei Ke, I believe that the future high-end micro-customer segment market will have a good performance in the second and third-tier cities. At present, many micro-enterprise companies have rushed to introduce upgraded high-end micro-customer products to seek market space.
Another market opportunity for micro-customers is the urban market, with high-end micro-customer products to expand the needs of urban auto consumers. High-end micro-off products aimed at urban consumer groups, the car will be less and less like micro-off, but more like a compact commercial vehicle, more comfortable, environmentally friendly, more decent and stylish appearance. Taking Wuling Hongguang as an example, due to its advantages such as comfort and safety that are not available to ordinary micro-customers, coupled with a relatively low selling price relative to mid- to high-end MPV models on the market, it has become a popular choice for many businessmen since its launch. The new darling, terminal sales have been in short supply, and the proportion of sales in the overall model is also rapidly rising.
The micro-commercial manufacturers are rushing to launch high-end products. It is precisely the reflection of their respective brand and product differentiation strategies. At present, there are serious product homogeneity in the low-end products of the micro-market, and the competition mainly depends on the price of competition. The Wuling Hongguang, Chang'an Taurus and Hafei Junyi products launched in the last two years have their own unique product positioning and characteristics and have strong product advantages.
Micro-shopper car and energy saving and environmental protection will become the two major development trends of micro-passenger products in the future. Dongfeng Xiaokang's launch of the V-series off-road micro-passenger is not only the first to propose the concept of off-road micro-customers, but also has the advantages of large space, multi-loadability and more. Security can meet consumer demand for high-quality micro-customers. Dongfeng Xiaokang first proposed the concept of four-wheel drive off-road micro-customer. The V27 four-wheel drive is the first independent four-wheel drive off-road micro-car in China. This car is suitable for complex road conditions.
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