Consumer upgrade marketing upgrade?

If there is no rapid growth in car ownership, it is difficult to achieve rapid growth in the aftermarket (used car market and financial leasing), and the inventory will play a very important role in different aspects of the automobile industry chain.

The Chinese auto market is a long industrial chain, so the auto industry is called "big industry." This means that we need to examine and study this market in more perspective and in more depth.

Xinhua believes that the overall growth rate of China's auto market in the next five years will be in line with the growth rate of China's GDP; among them, the increase in passenger vehicles will remain at between 7% and 10%. At the same time, car ownership is a key consideration for future key figures. In the past, we always considered the annual production and sales volume, but in the future, we should begin to consider the annual growth rate of possession.

To a certain extent, the growth of possession (which is what we call the aftermarket, that is, the used car market and financial leasing) will change the entire automobile industry from the point of view of the large industrial chain.

Consumers are more personal
The upgrading of Chinese consumers has become increasingly evident. In the next five years, China will enter the cycle of consumption upgrade, in which the first car purchase and the second car purchase coexist, and the proportion of the secondary car purchase market will increase significantly. Second-hand car purchase is a very important market in the first-tier cities, but the third- and fourth-tier cities still belong to a car purchase. With regard to the size of the third and fourth tier cities, we need to discuss the growth rate and growth scale of the third and fourth tier cities. For many years, Xinhuaxin helped automotive manufacturers to plan the layout of the city's network. Based on our research on markets at all levels, the market size of the third and fourth lines is not as large as expected, mainly because of its road problems. In fact, the road problem is more serious than we think.

As an example, at present, there are already two cities in the country that have implemented “restricted purchases.” First, in Beijing, Beijing now has about 250 vehicles in 1,000 people; and there is a “restricted purchase” city in Guiyang, which has 1,000 people in Guiyang. The amount is 140 vehicles. It is worth mentioning that there is also a city in Shandong Jiaozhou, whose ownership is 100 vehicles per thousand people. When the number of people in this small city approached 100, it was already congested and the overall traffic efficiency dropped drastically. Therefore, whether three or four-tier cities can have such a large scale as we have imagined, can they play a significant role in the future market? Xinhua believes that it is worth the industry to further discuss or argue.

Second, consumer demand presents a distinct diversity, personalization, and regionalization. After 80, consumers began to become the main consumers of cars, which poses a major challenge to the traditional marketing model. The Internet should be said to be part of the post-80s life. Therefore, in this situation, the impact of the Internet on the marketing of car companies is enormous. At the same time, the fashion and safety of automobiles have also become a factor that consumers value in car purchase. The performance of SUV, MPV, CROSS models is greatly sought after, the proportion of luxury cars will increase, the trend of luxury car owners younger.

Dealers are more proactive

Dealers exhibit greater creativity and initiative. Nowadays, dealer groups have become even larger and dealers have become more popular, and their layout in the third and fourth-tier markets will take greater initiative. At the same time, the innovative performance of dealers in sales, after-sales services, and after-market services will be more prominent.

It is worth mentioning that some regional distributor groups may form a monopoly on the regional market and enter the independent maintenance service market. Dealer management will reach the limit margin (the turnover, the number of outlets, etc. reaches the limit level). According to the research of Xinhuaxin, some dealer groups have felt insufficient control over some new outlets. This situation shows that one problem is that the dealer's management margin has gradually reached.

In other words, will there be a larger scale in the future? d One hundred billion, two hundred billion, three hundred billion? From Xinhuaxin's point of view, the difficulty should be very great, and now the dealers' management level, management methods, and management framework, the management personnel have approached the upper limit, and larger distributor groups may not appear in the near future.

Self-owned brand is difficult to move forward

At the same time, independent brands will face greater challenges. In the future, consumers will pay more attention to product quality and pay more attention to aspects such as safety and quality expressed by product quality. This raises higher requirements for R&D, design and production technology of independent brands, but this is only one of them. A pressure.

Another pressure comes from joint ventures. Originally, the joint venture had the incentive to extend its product line downwards. As of today, there are many models with joint venture brands under 100,000 yuan, which makes the independent brands feel tremendous pressure. For self-owned brands, this is a new force suddenly appearing in the market. This force occupies a significant resource advantage. The “new force” of “joint venture autonomy” has long had mature product development, manufacturing, and marketing capabilities. Make independent brands feel pressure.

At the same time, in order to survive and develop, the independent brands must also carry out product extensions and create higher-end products. Self-owned brands cannot always stay in the low-end product market because long-term development will make the company's profits insufficient and unable to support long-term development.

However, self-owned brands are also facing great risks. As a result, we see that independent brands will face considerable challenges in both the "under investigation" and "extension" directions.

Marketing model changes

There will be a huge shift in car marketing. The first is the issue of consumer escalation. Consumers or emerging consumers have a grasp of their appeals. Their needs are diverse, diverse, new, and different. In fact, we are increasingly finding that auto manufacturers want to quickly grasp consumer trends and establish marketing methods that meet their demands.

The second is customer retention plan marketing model. In this respect, there are secondary purchases of cars or companies that have invested more series of products in the market, and also hope that consumers can stay within the brand in the second car purchase. Xinhuaxin uses the "customer retention plan" to help companies implement the concept of customer life cycle management, and at the same time effectively translates ideas into potential customer retention. Such a marketing approach is a challenge to our past methods. It is based on the database marketing model rather than the traditional so-called media marketing model. For example, in the past decade or so, enterprises were still at the initial stage of building, updating, and using customer data. A great deal of time was spent on customer data management, and then it was only up to the marketing of customer data mining and application.

The third is to establish a full data management platform with distributors as a single perspective. Thousands of dealer managements play a role, and this difficulty is enormous. It is difficult to assume this responsibility by the means commonly used by current manufacturers. As a result, Xinhuaxin proposed a full-data management platform with distributors as a single perspective. When dealers look at this data platform, they know what the vendor is focusing on. Manufacturers can also understand the real-time situation of dealers on the data platform. This is an effective tool for realizing the fine management of dealers by manufacturers.

Xinhuaxin believes that the automobile will enter the “marketing upgrade” era. Challenges will mainly come from three aspects: first, how to meet the new generation of consumer demand and launch internet marketing for them; second, how to retain old customers and realize customers’ purchase of new cars At the time, it will remain in its own brand system; Third, how to achieve the fine management of dealers. Establish a full data management platform with distributors as a single perspective. Through the establishment and analysis of technology models, a large number of core data can be effectively exchanged and integrated to form a comprehensive, complete and unified data set reflecting the dealers' competitiveness and business conditions. As China’s auto market is moving forward, we need to seek further innovation based on the experience of the development of the global automotive industry. We can truly grasp the needs and characteristics of the Chinese market so that we can ensure that we continue to maintain rapid growth and correctness in the automotive market. The direction.