The following is the Market segments of 2021 middle class car market insight Report From Yiche Research Institute recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, research report.
Research background: a series of new topics such as how to better compatible with SUV and MPV features, better define multi-functional household vehicles, and better compete for the middle-class car market appear on the paper
In recent years, many car companies are actively studying the topic of multi-functional household vehicles: in 2019, Roewe vision-I concept car integrated the high trafficability of SUV with the large space of MPV, and put forward the new concept SPV; In 2020, VW will actively try to open up the SUV and MPV car markets, and the steady performance of the ideal one in 2021 will further strengthen the confidence of the majority of car enterprises to actively try;
Based on the above thoughts, this report briefly combs and explores, and puts forward the concepts of “living room model” and “living room car market”. We can give more advice and criticism on the shortcomings.
Definition of living room model: two seats are arranged in two rows, with a channel in the middle. The head turns around, and people come and laugh, just like the reception hall at home
Research value: from 2021 to 2030, China’s auto market will fully enter a new era dominated by middle-aged and middle-class families. Models that meet consumption upgrading and meet the multi-functional needs of families will become a new growth point;
Core appeal: explore the development potential of the multi-functional household car market, assist car enterprises, dealers and other easy car customers, and keep up with and seize new trends and opportunities such as middle-aged and middle-aged;
Representative models: 2 + 2 + 2 seats and 2 + 2 + 3 seats
In the past five years, the market share of “living room car market” is close to 5%, and the sales volume is close to 1 million vehicles
From 2016 to 2018, Buick GL8, Allison and Odyssey ushered in major changes, and new cars such as Buick gl6, trumpchi gm8 and trumpchi Gm6 poured in, helping the market share of “living room car market” rise to 3.44%;
From 2019 to 2021, MPV “living room models” such as Geely Jiaji, Volkswagen Weiran, Roewe imax8, Wuling Kaijie, Hyundai kustui and Toyota Senna continued to pour in, and SUV “living room models” such as ideal one, Cadillac XT6, BMW X7, Volkswagen environment and Lincoln flyer also suddenly poured in, helping the market share of “living room car market” quickly approach 5% and the sales volume is close to one million vehicles;
In recent three years, the “living room model” represented by the 2 + 2 + 2 and 2 + 2 + 3 seat layout is no longer limited to the MPV market, showing new features such as high-end and SUV
“Living room model” is no longer limited to MPV market, accelerating its penetration into SUV market
In the first three quarters of 2016-2021, with the sharp decline in the sales of a large number of micro MPVS with 2 + 3 + 3 seat layout, and the continuous transformation, upgrading and sales promotion with representative “living room models” such as new Buick GL8, new Odyssey and new Allison, the contribution of “living room models” to the sales of MPV market soared from 29.77% to 82.01%;
The contribution of “living room model” to SUV sales was first restrained and then increased. In the past two years, driven by Ford Explorer, ideal one and other new cars, the proportion rose to 2.37%;
In the first three quarters of 2019-2021, the sales contribution of SUV “living room model” to “living room car market” increased from 6.91% to 22.75%, promoting the penetration of “living room model” into SUV. At the end of 2021, as Fengguang 580 and trumpchi gs8 focus on “living room models”, it will further promote the market focus of “living room models” to penetrate into the SUV market
“Living room car market” is the strategic commanding point of the middle-class car market and has become a battleground for strategists
In 2016, China’s “living room car market” was absolutely dominated by SAIC GM Wuling. At that time, Baojun 730 and Wuling Hongguang had some “living room models”. As of the first three quarters of 2021, the pattern of “living room car market” has changed greatly, Wuling and Baojun’s shares have declined one after another, Buick has improved, and trumpchi, chase and ideal have become dark horses;
From 2021 to 2026, striving for middle-class users and competing for the middle-class car market will become the main theme of China’s car market. Among them, the “living room car market” is the strategic commanding point of the middle-class car market and will become a battleground for the strategists of the majority of car enterprises. At present, the self owned brands Geely, Chang’an and great wall are still in a “toddler” state in the “living room car market”, and the wily Toyota and Volkswagen are making efforts secretly
“Living room car market” is a car market with Chinese characteristics, urging car enterprises to accelerate localization
In the first three quarters of 2021, the median age of “living room car market” users is 38, with an average age of 43. The overall age is significantly higher than that of the market. Among them, married families and families with children are the absolute subjects, accounting for more than 93%;
The main users of the “living room car market” are mainly the post-80s. After adding some 75, most of this generation are only children. Now they are in the state of “running four”. They are the mainstay of Chinese society. At present, they have to actively respond to the three child call of relevant departments and roll up their sleeves to cheer on students;
The unique consumer group and family structure have achieved the Chinese characteristics of the “living room car market”. According to the global thinking, it is difficult for car enterprises to understand and grasp the subdivided car market. For example, although hanlanda does not worry about selling at present, it also has to plan ahead and actively develop the “living room car market”. Otherwise, once it is better than the blue, hanlanda’s good day will come to an end. If Audi, Mercedes Benz and BMW do not actively layout the “living room car market”, there is doubt about their sustainable development in China. In short, at present, the core problem faced by various car enterprises competing for the “living room car market” is that localization R & D is relatively backward
Middle aged, consumption upgrading, increasing purchase, encouraging fertility and other common conservation of the “living room car market”
From 2014 to 2020, the structure of China’s auto market changed dramatically: the average age increased from 32 to 35; The average price increased from 120000 yuan to 150000 yuan; The proportion of new purchases increased from 35% to 60%. During this period, China’s social structure changed dramatically, and the proportion of two children and above increased from 42% to 60%. Let’s not rush to condemn the villains who castrate young people’s genitals. First, think about how to better meet the car purchase demands of families with two or more children
The above evolution has jointly cultivated the “living room car market”. At present, the subdivided car market is in a state of budding
From 2021 to 2026, “living room car market” will enter a blooming period
From 2021 to 2026, the structure of China’s auto market will continue to evolve violently: the average age will rise to 40, becoming a middle-aged auto market; The average price will rise to 200000 yuan, greatly improving the consumption level of the car market; During this period, China’s social structure evolved violently: the post-85s with a large population will become a new force for the birth of two or more children, and the proportion of two or more children will approach 70%;
At present, the generation of only children (mainly the post-80s) is becoming the backbone of Chinese society. Their parents (mainly the post-50s and post-60s) and their children (mainly the post-10s and post-20s) were born in the era of encouraging fertility. This generation of only children have to spend more time and energy taking care of their parents and accompanying their children, plus work and livelihood, high house prices and high education costs, They need “three heads and six arms” too much. Specific to the vehicle environment, it requires greater communication space, richer convenience functions, higher vehicle frequency and more diversified vehicle scenarios;
From 2021 to 2026, the predicted market share of “living room car market” is expected to rise to 12%, and the terminal sales volume is expected to exceed 2 million and challenge 3 million, becoming a new core segment of China’s passenger car market, in which SUV will become a new force of “living room car market”
It is suggested that Volkswagen and Buick upgrade SUV strategy to “living room strategy”
In the first three quarters of 2016-2021, the trend of terminal sales of Volkswagen and Buick in China was not optimistic. Volkswagen rose first and then fell. At present, it has fallen below 12%, and Buick has continued to decline. At present, it is fast falling below 4%. During this period, Volkswagen and Buick placed their hopes on the SUV strategy. Although the strategy played a certain role, it did not turn the tide. Cultivating new strong growth points is still an urgent task for Volkswagen and Buick;
From 2020 to 2021, Volkswagen actively tested the “living room car market” and successively launched a number of new cars such as 2 + 2 + 3 layout, 2 + 2 + 2 layout, id.6 X and id.6 crozz, which rapidly increased the market share in the “living room car market”. Buick has always been the main brand of “living room car market”, but in 2021, the market share has decreased significantly;
From 2021 to 2026, in the face of the “living room car market” that is about to bloom, Buick and Volkswagen have a certain opportunity. It is suggested that both of them upgrade the SUV strategy to the “living room strategy”, strengthen the layout and strike first
It is suggested that Toyota, Honda and Nissan focus a new round of product offensive on the “living room car market”
In the first three quarters of 2016-2021, Toyota, Honda, Nissan and Japanese three swordsmen performed well in China as a whole. However, in 2021, the market share of Japanese three swordsmen declined as a whole due to the shortage of chips and the explosive growth of Chinese brand new energy. The three have different performances in the “living room car market”, Honda’s share has a high downward trend, Toyota is in the adjustment period, and Nissan has done little;
At present, the Japanese three swordsmen are in the period of product adjustment, among which Toyota’s offensive is very fierce. From 2021 to 2022, a batch of new models have been launched successively, but Toyota’s new cars are highly focused on the five seat car market with signs of saturation, and the “living room car market” has been seriously ignored, let alone a large number of localization transformation for the “living room car market” with Chinese characteristics; At present, Toyota’s new car effect is not significant, and it is in urgent need of optimization and focus;
2021-2026 is a critical period for the development of Toyota, Honda and Nissan in China. It is suggested that a new round of product offensive of the three should focus on the “living room car market”
It is suggested that Ford actively formulate the “one living room strategy” after the “One Ford strategy”
Since 2012, Ford has comprehensively promoted the “One Ford” strategy in China, and the market share has rebounded rapidly. However, after the first round of product cycle, the market share has fallen precipitously. The launch of Ford 2.0 strategy in 2019 only basically stabilized the downward trend;
In the past two years, Ford’s new car launch rhythm in China coincides with the budding rhythm of the “living room car market”, helping explorers achieve good market performance. Behind any phenomenon, there are laws. It is suggested that Ford should make good use of the situation, actively formulate the “one living room strategy”, comprehensively optimize and accelerate the promotion of Ford 2.0 strategy, so as to make it have soul and characteristics!
It is suggested that Hyundai and Kia take the “living room car market” as the core breakthrough
In the first three quarters of 2016-2021, the share of Hyundai and Kia in China continued to decline. At present, Hyundai has fallen below 2% and Kia has fallen below 1%. During this period, Hyundai and Kia launched a few new cars, but their performance was weak. They fell into a dangerous situation in the six traditional mainstream car markets: small car, compact car, medium car, small SUV, compact SUV and medium SUV;
How to break through? After two years of “reflection”, Hyundai Kia rose to the occasion and decisively launched Jiahua and kustui in the third quarter of 2021. The move coincides with China’s budding “living room car market”. It is suggested that Hyundai and Kia put all their eggs in one basket to form a joint force
It is suggested that Audi, Mercedes Benz and BMW upgrade “youth appeal” to “living room appeal”
In the past five years, although the market share of Audi, Mercedes Benz and BMW in China has doubled, the hidden dangers continue to increase: at the technical level, new energy, intelligent Internet connection, etc., their performance is mediocre, and their appeal to lead the industry is becoming thinner and thinner; At the market level, China’s youth car market is shrinking, continuously diluting ABB’s demand for youth
In the face of the budding “living room car market”, at present, Audi, Mercedes Benz and BMW can only sigh. Once the “living room car market” begins to bloom from 2021 to 2026, and their industry appeal continues to be diluted, they may suffer from the enemy and suffer the embarrassment of “sitting on the mountain and empty air”;
It is suggested that Audi, Mercedes Benz and BMW upgrade their “youth appeal” to “living room appeal”, and actively layout the middle-class car market, so as not to be cut off by “afterwaves” such as ideal and Weilai
It is suggested that Lingke, wey, Xingtu and uni focus on the layout of “living room car market”
Although Lingke, wey, Xingtu, uni and other major new Chinese brands or new car lines claim to represent their most advanced manufacturing technology and undertake the important task of seizing the high-end car market, they do not have a clear direction and implementation path at the level of product positioning, resulting in serious internal friction with the parent brand, such as vv5 \ vv6 and Harvard H6 \ F7, Xingtu TXL and Ruihu 8;
2021-2026 is a critical period for the transformation and upgrading of Geely, Chang’an, great wall and other Chinese brands, as well as the life and death of Lingke, wey, Xingtu and uni. It is suggested that the above new Chinese brands or new models consider the layout of “living room car market”, better realize the differentiated layout with the parent brand, and actively seize the middle-class car market;
Layout the “living room car market”, power assisted vehicle enterprises seize the strategic commanding height and compete for the middle-class car market
Based on the current situation that the middle-class car market is about to break out and the central government’s determination to go all out to expand the middle class, e-Car Research Institute basically predicts that the middle-class penetration rate of China’s car market is expected to rise to 50% in 2025, 70% in 2030 and 80% in 2035;
The post-80s generation based on the only child is becoming the backbone of Chinese society and the main force of the middle-class car market. E-Car Research Institute basically predicts that the “living room car market” will usher in a blooming period and become the strategic commanding point of competing for the middle-class car market. From 2021 to 2026, the market share of “living room car market” is expected to rise to 12%, and the terminal sales volume is expected to exceed 2 million and challenge 3 million;
Facing the new opportunity of “living room car market”, it is suggested that the majority of car enterprises actively layout according to local conditions: Volkswagen and Buick can consider upgrading SUV strategy to “living room strategy”; Toyota, Honda and Nissan can consider focusing a new round of product offensive on the “living room car market”; Ford may consider actively formulating the “one living room strategy” after the “One Ford strategy”
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