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In March and April each year, it is the period when Dongguan's new cars are listed and the sales of commercial vehicles (mainly trucks, commercial vehicles and mini-vehicles) are gradually heating up. Due to the economic development of Dongguan Township, convenient transportation, and proximity to Guangzhou, Shenzhen, Huizhou, Zhuhai, Hong Kong and Macau, the logistics industry continued to prosper. The logistics development, factories and various types of businesses, brought to Dongguan is a good performance of commercial vehicle sales every year.
According to incomplete statistics from Dongguan Vehicle Administration Bureau, the total sales volume of Dongguan trucks last year was about 7,000, and that of commercial vehicles (MPV) was also around 6,000. Affected by the “forbidden sales†of Dongguan from September 1 last year, last year, the sales volume of micro-cars and micro-vans in Dongguan was also more than 35,000.
The sales of commercial vehicles in Dongguan continue to be hot. How are the manufacturers and merchants operating and promoting? What are the mainstream commercial models and brands currently in Dongguan? How do consumers see these car brands and models? To this end, the "Guangzhou Daily Dongguan News" car version is divided into two phases, the introduction of "2007 Dongguan Spring Commercial Vehicle Special", expects to use this group of reports to build a bridge of communication between consumers and businesses.
This issue is mainly product display articles and market articles. The next issue will introduce business style articles and service consumption articles.
“The commercial vehicles that cost between RMB 90,000 and RMB 200,000 are the most popular in the market. This is the information provided by the market consumption data to the manufacturers and us. The pricing of new cars for this listing is also within this range.†Yesterday, Futian The first MP-X Mengpak commercial vehicle officially launched by the car was listed on the Dongguan Haoyu Vehicles. Jia Guohong, the marketing manager of Beiqi Foton Guangzhou and Shenzhen, also announced the relevant conditions of the new car to consumers. The car is priced at between 90,000 yuan and 170,000 yuan. The direct target is the current ranking of the Ruifeng commercial vehicle with the largest MPV market share.
The sales of commercial vehicles in Dongguan each year have a certain increase. According to statistics, last year, the number of commercial vehicles in Dongguan was about 6,000, of which Ruifeng commercial vehicles sold 1900 vehicles in Dongguan, which accounted for 36% of the Dongguan MPV market, and the total sales volume took first place. With more and more commercial vehicles coming to the market, the differentiation of Dongguan MPV market has intensified, and those high-end brand commercial vehicles with prices above RMB 400,000 appear to be somewhat pedantic. So far, JAC Refine, Buick GL8, Guangben Odyssey, and Dongfeng remain firmly in the top four positions in the Dongguan MPV market.
MPV market differentiation gradually intensified
"Up to now, Ruifeng has launched three generations of commercial vehicles, and every new generation of the company has been greatly improved over the previous generation. It has also subdivided the market." Guo Jin, manager of Dongguan Junyu dealership, told reporters. At present, the MPV market is mainly made up of three major markets: business, IKEA, and home. As a home-based MPV, the price of around RMB 100,000 for land winds and less than RMB 60,000 for Changan CM8 will be very effective.
Some experts have analyzed that the current mainstream products in the home MPV market are Premarin, Touran and other models, but there is no dominant product. In fact, although the home MPV market has just been nurtured, its market potential cannot be underestimated. More and more consumers who pay more attention to quality of life will turn their attention to home multi-functional leisure cars.
Insiders pointed out that for the purchase of family cars, home multi-functional leisure cars have characteristics superior to ordinary family cars in terms of performance and space, so many manufacturers will lock the home market. In the other two market segments, Refine, Buick GL8, and Popular have a high market share. Like SUVs, MPVs have strong demand in the high-end market, and they have obvious substitution effects in the mid-end market. It can be seen that with the increasingly fierce competition and changes in demand, the differentiation at all levels of the MPV market will further intensify.
“For most consumers, the price positioning of the more than 100,000 yuan purchases of spacious and spacious commercial vehicles is still very important.†said Wang Hu, marketing manager of Dongguan Xinglong Motors, with complete functions, sufficient power, and low fuel consumption. Cars are the most popular in the market. It is reported that there are five or six commercial vehicles on the market in Dongguan this year, most of which are between 100,000 yuan and 200,000 yuan.
Official car market demand ripening MPV
In December last year, Dongguan Zhaofeng Leasing Co., Ltd. purchased 100 Ruifeng commercial vehicles systematically. On the same month, on the same day, Jianghuai Refine and the General Armament Department signed an order agreement for 200 diesel vehicles. JAC Refinance won the brand image of the chief spokesman of public business MPV with high cost performance, making it one of the key models for government and group procurement.
For many years, high-end light passenger cars have been officially used as official vehicles. They have good comfort and are mostly used to greet passengers and can also be used as a small shuttle bus. However, with the streamlining of government agencies and the actuarial cost of car purchases, MPVs, which are more luxurious and cheaper than high-end light buses, have begun to gain popularity. Compared with ordinary minivans, the MPV's passenger comfort is highlighted. Compared to cars, the characteristics of large space have become its advantages. Because of this, JAC Refine has won the focus of government procurement in recent years with its superior cost performance and has become a key model for government procurement at all levels, with orders from the government accounting for 20% to 30% of its total sales.
The original meaning of the birth of MPV was for family use, but in China, the introduction of MPV concept is from top to bottom. Since the domestic auto market is still in a period of growth, and the consumption environment is rather special, starting from official business and business is also a matter of course. In the domestic automobile industry, there is a popular saying that "the official car driver is the best in the world", and once a certain type of vehicle enters the government official car market on a large scale, its demonstration effect is self-evident. Many commercial vehicles and private cars are often turned to commercial vehicles by the influence of government vehicles, making them the fastest-growing customer base in the MPV market.
Looking at the Dongguan MPV market, high-end MPVs have been evergreen, Odyssey and GL8 have always maintained the top and second-tier sales of high-end MPVs, and the market for mid-to-high end MPVs has grown rapidly. At present, the market competition has achieved three MPV teams: GL8, Odyssey, Refine, Popular, and Premarin as the first echelon. Over the years, it has maintained a stable market sales and market growth; Grace, Touran is the MPV market leader. The second echelon, with less than 10,000 units sold, and Ling Wei, K. Wah, and Kaidi as the third echelon of the MPV market.