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Difficult to violate consumer upgrades and user habits

来源:经济日报-中国经济网张懿 January 08, 2020 06:41 Source: Economic Daily-China Economic Net Zhangye

Suzuki's frustration in the Chinese market is very important because the product is weak and unable to meet the consumption upgrade of Chinese users, and it is inconsistent with the Chinese market's preference for "big cars". According to data released by third-party research institutions, users of multiple brands, including Suzuki, still choose less than 7% of the same brand models when they redeem. The reason given is precisely the consumption upgrade.

Li Wanli's analysis pointed out that after 2010, the market structure began to shift from quantitative growth to qualitative growth, demand tended to balance, and the growth rate of production and sales began to decline. The regulatory function of the market economy has begun to emerge, and the competition mechanism has begun to manifest itself. Regardless of internal and external, the fittest survives and the fittest survives.

2019 has just passed, and the overall downward trend of the automobile market has once again accompanied us through the whole year. In this regard, the industry generally believes that the "cold winter" will continue for 3-5 years, and a new round of industry reshuffle has begun ...

In this context, the Economic Daily-China Economic Network specially selected some highly representative companies for case analysis. Among them, there are both independent brands and joint ventures ... without exception, in the face of the current "big waves of sand washing", these enterprises have experienced extremely serious development and even survival problems. We look forward to exploring the source of the problem and summing up the rules of experience in this way to help the industry develop healthily.

The sixth article in this series of original manuscripts is launched today to explore why Suzuki, which "familiar with its small ones," has lost Maicheng in the Chinese market, and why Chinese consumers have "abandoned" the once "king of cars".

Inside a 4S shop in Changan Suzuki

"At present, all the models in the store are only National Five versions, and Vitra and Xiaotu have several existing cars," said the sales staff. "We sell Changan and Suzuki cars together, but few people come to see Suzuki." Changan Suzuki Distribution The store's sales staff told the Economic Daily-China Economic Network reporter.

Economic Daily-China Economic Network reporter recently visited the Changan Suzuki 4S store in Beijing's South Third Ring Road, and the store was quite deserted. The conversation with the sales staff also made the reporter feel the cold situation facing the once glorious "King of Cars".

Vitra

In September 2018, Changan Automobile issued a statement saying that it had reached an agreement with Suzuki to acquire all the shares of Changan Suzuki held by Suzuki. So far, two joint ventures between Suzuki Motor and China (the other is Changhe Suzuki) have "broken up" and formally withdrew from the Chinese market.

Looking back at history, Suzuki's development path in China quite clearly and completely reflects the destiny curve of survival of the fittest. In 1993, Changan Automobile was Suzuki's foundry, and the two parties jointly invested to open the Changan Suzuki factory. Suzuki, which is famous for small cars, entered China. Its Alto and Antelope models were all the rage in the Chinese market and became the "number one for many families." a car".

Changan Suzuki's annual sales economic daily report-China Economic Net

Changan Suzuki hit a peak of 220,000 units in 2011, and the market performance has been in a downward trend since then. According to the data of the Association of Automobile Manufacturers, Changan Suzuki's annual sales in 2017 were 86,513 units, a significant decline of 26% year-on-year, and a loss of 84.82 million yuan. Entering sales in 2018 has encountered a "slash" and eventually withdraw from the Chinese market.

Suzuki's frustration in the Chinese market is very important because the product is weak and unable to meet the consumption upgrade of Chinese users, and it is inconsistent with the Chinese market's preference for "big cars". According to data released by third-party research institutions, users of multiple brands, including Suzuki, still choose less than 7% of the same brand models when they redeem. The reason given is precisely the consumption upgrade.

In fact, as early as 2017, the Economic Daily-China Economic Network planned and published a series of "Farewell or Brands That Will Leave the Chinese Market" series of reports. After analyzing and taking stock of Suzuki, Suzuki's departure (currently In the form of brand authorization, production and sales by Changan Automobile) has become a foregone conclusion, confirming the original analysis and judgment.

"After 2010, the market structure began to shift from quantitative growth to qualitative growth. Demand tended to be balanced, and the growth rate of production and sales began to decline. The regulatory function of the market economy began to emerge, and the competition mechanism began to manifest. The survival of the fittest may be the cruel reality we are seeing at the moment. "Li Wanli, former deputy inspector of the Department of Industrial Policy of the Ministry of Industry and Information Technology, said that he was interviewed by the Economic Daily-China Economic Network reporter. .

With the increase of domestic residents' consumption level, the "car" market is shrinking, especially the impact brought by the rise of independent brand SUVs, and is the first to "transmit" to foreign brands that are not competitive. Xu Haidong, deputy secretary general of the China Automobile Association, told reporters that "small cars still have their consumer groups around the world, and they should also be in China. How to adjust the strategy to the market and whether it can cultivate high-quality cars is very important. "(Economic Daily-China Economic Network reporter Zhang Ye)

Related Reading:

Absent research and development, blindly copycat Zotye car is in a "thunderstorm" predicament

"Three minds and two minds" car Huatai Automobile is typical of the opposite side of car companies

(Responsible editor: Zhang Ye)

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    来源:经济日报-中国经济网张懿 2020-01-08 06:41 Source: Economic Daily-China Economic Net Zhangye
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