·MPV becomes a new cake in the car market and see how its own brand cuts

The Beiqi Magic Speed ​​MPV model will be launched next year and is expected to be sold at 60,000 yuan. The Ruifeng MPV model M3 will be launched in March next year; the first MPV model of the Huaying brand will be released recently; the compact MPV Freda M50 will be officially launched recently...
This year, the Chinese auto market has maintained steady development. In addition to the continued popularity of SUV models, the MPV model is the fastest growing segment in the passenger car segment and has become the “new turning point” for the auto market. This trend has led many manufacturers to rush to launch the brand's MPV models. In the first half of this year alone, MPV model sales increased by 55.44% year-on-year.
MPV replaces SUV into the fastest growing market. "This year's MPV models have a good sales volume. On average, customers have orders to buy almost every day." Jianghuai 4S shop Chengdu Ian Automobile sales staff admitted that the MPV model is the main force of the brand. One of the models, but the sales of MPV models in the store have increased significantly in the past year. The same market trend is also staged in the Dongfeng popular 4S shop Chengdu Haixinda. “People who bought MPV models in the past were mainly business customers, but more and more home users have recently started to choose MPV models,” said the store sales staff. "The increase in MPV sales is mainly due to the consumption upgrade of the micro-bus owners." According to the relevant person in charge of the Jianghuai 4S shop Chengdu Aon Automobile, from the perspective of the terminal market, the MPV model as a rising star, the market performance has begun to surpass the SUV model. “Before 2010, the market share of MPV was less than 3% of the passenger car market. Since 2011, the demand for MPV models has increased.” The person in charge pointed out that especially in 2013 due to the adjustment of MPV models. Wuling Hongguang and Changan Uno were included in the MPV model, and the MPV market ushered in a substantial growth. The monthly growth rate of the whole 2013 was over 80%. By the fourth quarter of the year, the monthly growth rate of MPV even exceeded 200%. According to the data of the China Automobile Association, in the first eight months of this year, the MPV grew by more than 50% year-on-year, and the growth rate is significantly higher than that of the SUV. Insiders pointed out that with the rise of MPV householdization, IKEA's MPV models are increasingly favored by consumers, and demand will be further promoted.
Self-owned brands temporarily occupy the absolute advantage. In the past, such as Buick GL8, Honda Odyssey and other models are the mainstream models of the MPV market. Now, this pattern has undergone a fundamental change.” The relevant person in charge of the Chengdu Automobile Industry Chamber of Commerce pointed out that such as SAIC GM Wuling, Dongfeng Liuqi, Jianghuai Ruifeng, Dongfeng Fengxing, Jinbeige Ruisi and other independent brands MPV have ushered in the spring of the market and reversed the traditional market structure. “The biggest challenge for independent brand MPV to joint venture brand is price. Some joint venture brand MPV models cost about 200,000 yuan, and the price of independent brands is much more affordable than joint venture brands. Some brands’ prices even drop to 100,000 yuan. the following."
From the data released by the China Automobile Association, you can also see the absolute advantages of independent brands in the MPV field. In the first half of this year, among the top 10 MPV models in domestic sales, self-owned brands accounted for 8 seats. Among them, the top 3 sales were SAIC-GM-Wuling, Dongfeng Liuqi, Changan Automobile, and the joint-venture automobile company only had Shanghai GM Buick GL8. Two cars from Shanghai Volkswagen's Touran were shortlisted. "Compared to the competitive white-hot car market, the MPV market that has not yet been fully developed has become an opportunity for the development of independent brands." Industry veterans pointed out that independent brands are on the move. In the first half of this year, among the top 10 MPV models in domestic sales, self-owned brands accounted for 8 seats. Among them, the top 3 sales were SAIC-GM-Wuling, Dongfeng Liuqi, Changan Automobile, and the joint-venture automobile company only had Shanghai GM Buick GL8. Two cars from Shanghai Volkswagen's Touran were shortlisted. “Compared to the competitive white-hot car market, the MPV market, which has not yet been fully developed, has become an opportunity for independent brand development.” Industry veterans pointed out that the success of independent brands in the MPV market has benefited from the gap in the layout of joint venture brands in the market; The demand for economical car upgrades in third- and fourth-tier cities is also an important driving force for the sales of independent brand MPV models.
High-end route or future breakthrough path From the perspective of MPV model price, domestic MPV can be divided into 4 major market segments: low-end (less than 80,000 yuan), mid-end (80,000-160,000 yuan), and high-end (160,000) -30 million yuan) and high-end (more than 300,000 yuan). At present, the market share of MPV market, the market share of low-end MPV is still the largest, because the current domestic consumer demand for MPV is still concentrated in the low-end market, which coincides with the main market share occupied by independent brands, which is also the independent brand MPV. One of the reasons for the good sales.
Although the sales volume is gratifying, there are obvious shortcomings in the development status of the self-owned brand MPV models. “Being big but not strong and low-end will be the core problem that plagues the independent brand MPV.” The relevant person in charge of the Chengdu Automobile Industry Chamber believes that the self-owned brand MPV such as Wuling Hongguang, Uno, Dongfeng Xiaokang and other sales top ten The model price is concentrated in the low-end market of 40,000-70,000 yuan. The mid-end market only has a few models such as Dongfeng Liuqi Lingzhi and Jianghuai Ruifeng. Although the sales of its own brand MPV is gratifying, it is still in a big but not strong situation. Industry insiders have suggested that in order to avoid losing competitiveness in the future market competition, independent brands should start to work on high-end large-scale MPV fields.

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