The mini-vehicle market has come along all the way. It is not as dazzling, highly focused as a car, nor as ups and downs like a large commercial vehicle. It is always steadily moving forward. From more than 700,000 units in 2002 to 1 million units in 2005, the development of the mini-vehicle industry is steady, and it has become one of the healthy growth sectors in the domestic auto market with an annual leap of 100,000 units.
During this period, companies engaged in micro-vehicle production have also continued to grow and develop in fierce competition. Its development trajectory has been compared to the media: Chang'an, Hafei, Changhe, Wuling and Tianjin Dafa's “Five Sub-Divisionsâ€; medium-term Chang’an, Wuling, Hafei-Changhe’s “troikaâ€, and the latter is Chang’an in 2005. The "Double Husband" between SAIC and GM Wuling. In spite of this, Chang’an has won the championship of nationwide mini-vehicle sales for seven consecutive years, and the position of the boss has not been shaken.
Nowadays, it has reached the end of 2006. What are the changes in the mini-vehicle market this year? Who is this year's mini-vehicle boss?
In the first three quarters, Wuling won
Traditional miniature cars (excluding mini cars) in the hearts of the people are commonly referred to as micro facets and micro cards. They refer to commercial vehicles with an engine displacement of 1.0 liters or less.
Although the car is small, the market is not small. In 2005, the total sales volume of mini-vehicles was 1 million, while the national auto sales volume was only 5.7 million, that is, one out of every five people who bought cars chose to purchase micro- or micro-cards.
At present, the domestic auto industry has begun to shift from a period of rapid growth to a period of stable growth, and the profit margins of auto manufacturers have been shrinking. Manufacturers have begun to dig out market segments and seek new profit growth points. The micro-car market is even more so. The competition in the mini-vehicle market has begun to expand from the central cities to the secondary and tertiary markets such as small and medium-sized cities and rural areas. In particular, the micro-cargo that occupies an important position in the urban-rural junctions and rural markets is still an important component of the mini-vehicle market. The replacement of small and medium-sized agricultural vehicles and tractors has become an important growth space for micro-cargo. Therefore, experts predict that the mini-vehicle market in 2006 will grow steadily by 15% to 1.15 million vehicles.
According to statistics from the China Association of Automobile Manufacturers, from January to September this year, the sales volume of SAIC-GM-Wuling has exceeded 346,000, of which the sales volume of micro commercial vehicles was 316,000, an increase of 38.7% year-on-year. This figure is not only sales last year, but also far more than the second 70,000 to 80,000 vehicles. Wuling became the big winner in the first three quarters of this year.
Many years of skill help Wuling Zhuang
Since the first Wuling minivan was put on the market in 1982, Wuling Motors has developed a "low-cost, high-value" vehicle-building road. The sales volume of its products has also increased significantly year after year. Wuling’s performance in recent years is even more striking. In 2002, it sold 120,000 vehicles. In 2003, it sold 180,000 vehicles. In 2004, it was 235,000 vehicles. In 2005, it produced more than 300,000 vehicles. Although Wuling’s market share increased by 6% in 2005, it was the market for several other mini-car companies. Chang’an’s market share has not decreased. Therefore, as of the end of last year, Wuling could not shake the position of Changan Automobile boss.
However, the micro-vehicle market in the first three quarters of this year has seen a reversal: Wuling has won the mini-car championship with a cumulative sales of 316,000 units and an outstanding performance of more than 70,000 vehicles.
At the first launch ceremony of the “Small Tornado†all-new double-row micro-cargo held at SAIC-GM-Wuling on October 14th, all reporters asked Yang Jie, Minister of Marketing and Networking at Wuling Sales Company, to ask the question: Why Wuling Winning?
Yang Jie said that good performance can't be accomplished overnight. It benefits from the strong support of the country's policies and its long-term pursuit and continuous efforts in philosophy, research and development, products, networks, and corporate culture.
Yang Jie said that from the policy side, the consumption tax has been adjusted, oil prices have continued to rise, road traffic has become increasingly congested, and small-displacement, low-fuel micro-vehicles can be freely benefited. At the same time, there is currently an army of entrepreneurs in the community. For most self-employed people, practical, preferential and convenient micro- and micro-cards are the preferred choices.
Talking about the internal causes of enterprises, Yang Jie told reporters that SAIC-GM-Wuling’s high, medium, and low-end products have a clear positioning, a reasonable structure, and “deeply cultivating†for different market segments; and the “professional service, trust and trust†service concept is even more Bringing a wide range of good reputation to Wuling; besides, SAIC, GM, Wuling's joint cooperation, the deepening of the general global GMS management system, strong R&D capabilities, and unimpeded sales channels also keep the company outshining this year. Increased chips.
“Specifically, there are the following main points: First, we have borrowed from the United States a set of advanced systems in the R&D process, and the products are superior to both in quality and technology. Second, excellent cost control. For small-volume microcars, the development cost is more direct to users. Therefore, under the premise of ensuring the bottom line of quality, 'low-cost development of low-cost new cars' has become the key to business, and SAIC-GM-Wuling's internationalization Background and GM's successful experience in the automotive field has benefited Wuling. Third, Wuling's unique exclusive agency model has not only enabled the current sales service network to penetrate into second- and third-tier cities, but also achieved a standardized and unified price system and after-sales service system. This is very attractive for the micro-vehicle consumer groups that are very sensitive to price.Fourthly, the western factory has been officially put into operation, breaking through the capacity constraints and improving the company's scale advantages.Five, the Qingdao branch established in June 2005 is stepping up the project. After the transformation, it also began to put into production and operations, and through the orderly logistics operation system, the 'East-West linkage' was achieved. Big market reaction to enhance the capacity of enterprises, reduce inventory and cost of sales. "Yang Jie said.
In the end, compared with Wuling, the Chang’an automaker’s development in micro-vehicles is slightly weaker. In sharp contrast with Chang’an's high-profile entry into the field of micro-cars, its sustained high growth in the micro-vehicle industry has come to an abrupt end this year. "On the one hand, Changan's aging products are serious. On the other hand, Chang'an's recently launched multiple product markets have had a small response and have affected Changan's performance," said Jia Xinguang, a prominent analyst.
The media also agreed with this view that although Changan's mini-vehicle has CM8, Chang'an Star, Radium, SC6372, SC6391 five products, is the most complete domestic product in the micro-vehicle industry, the longest product line. However, Chang'an's slump is related to the sluggish performance of new products launched in recent days. Since last year, Changan has successively launched a series of products such as CM8, Radium, etc., but its performance has been worrisome.
In spite of this, Chang'an's strength is still not to be underestimated. As the most powerful micro-vehicle manufacturer in China, Chang'an has formed a rich product line of micro- and micro-cargo products with more than 60 products. Chang'an is also the earliest company that has entered the micro-vehicle industry and has accumulated rich experience in the development, production, sales, and service of mini-vehicles. In terms of production layout, Chang’an has production bases for Chongqing, Nanjing, and Hebei; on the sales channels, Chang’an has sold more than 1,000 sales outlets nationwide and has more than 800 maintenance service outlets. The 15% figure is growing. Therefore, although people in the industry believe that this year's micro-commercial vehicle sales champion is none other than SAIC-GM-Wuling, but when the inventory is not completed at the end of the year, it is still unclear who the winner is.
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