After China's auto market experienced rapid growth, in 2011, the industry used a "rational return" to summarize. Despite this, China’s share of 24% of the global market in 2011 remains the world’s largest auto market.
What will happen to China's auto industry in 2012? How does the growth of the market slow down and how can automakers form differentiated competition? How will domestic brands respond? JDPOWER's Asia Pacific report will be answered one by one.
Decline in growth rate Data from JDPOWER Asia Pacific show that from August 2010 to December 2011, the year-on-year growth rate of sales of passenger cars in China fell from 25% to 7%, according to the “Five-year growth cycle†of the Chinese auto market, 2008 From 2012 to 2012, it is the latest round of cycles. Mei Songlin, general manager of China Research, predicts that the Chinese auto market may fall into a depression this year.
2000-2004 and 2004-2008 are two growth cycles of the Chinese auto market. The "SARS" in 2004 and the financial crisis in 2008 just ended the growth trend of the two cycles.
In 2012, the global economy is facing a European debt crisis. "If the European debt crisis continues to deteriorate, China's auto market may be low, and the macro-control effect, may be able to escape this robbery." Mei Songlin said.
Zeng Zhiling, chief forecaster of LMC Asia-Pacific Automotive Markets, agreed with this and analyzed and predicted the global automotive market in 2012: “This year, the Chinese market will slow down significantly, and the growth rate for this year and next year is estimated to be 11% to 13%. The growth rate with the Indian market is estimated to be 9% in the United States."
At the beginning of the Chinese New Year, the Chinese auto market didn't usher in the same good start as in previous years. According to the January sales and sales data released recently by the China Automobile Association, due to the decrease in effective working days and the large base number in the same period in the past, China’s auto production and sales volume fell 20% year-on-year. , can be described as bleak.
In the past two years, encouraged by various government policies, the self-owned brand has maintained a growth rate of 32%, and this trend has also fallen from high to low in 2011, dropping to 30%.
Influencing sales In the JDPOWER rankings, the top ten reasons for buying a car were the product quality that became the primary reason for owners to purchase a new car, and the brand's good reputation and friends and relatives recommendation ranked second and third respectively. All three are related to product quality, accounting for up to 42%. It can also be seen that the consumer's concern for "good security" shows a declining trend. "As the consumer's awareness of the car, the safety is already transparent and standardized; the trend of the most important reasons for car purchase in five years: The reason for buying directly or indirectly related to the quality of the product has become more important," explained Mei Songlin.
The contrast between international brands and self-owned brand consumers, "the trend of refusal to buy," appears to be narrowing between 2011 and 2011. The gap between the new car and the product is increasing.
Mei Songlin believes that the current low-cost strategy for independent brands needs to be changed. He took Hyundai Motors as an example. In 1987, Hyundai entered the US market. Sales volume continued to increase in the first two years, and suddenly fell in the third year. At the beginning of its entry, Hyundai only paid attention to prices, and its average quality was 59% lower than the industry level, resulting in its image and Sales were negatively affected. In 1996, we began to pay attention to the voice of customers, grasp quality, and the quality level began to rise steadily after 1997. In 2002, the average quality was 33% lower than that of the industry. With the emphasis on quality integration into daily operations, the average quality of the industry is higher than that of the industry. 3% higher. It can be seen that the sales and quality of Hyundai Motors in the United States are V-shaped.
It can be seen that quality is the cornerstone of the company's three major success factors (quality, innovation, and cost). Mei Songlin gave two suggestions to independent brands. First, local brands should reduce user claims and improve quality at the current stage. Second, they should deal with the relationship between quality and cost, and quality must be enforced.
“Moderate†Growth Despite the slowdown in growth rate, JDPOWER is still confident in the Chinese auto market and expects annual sales growth to account for 40% of the global increase. Meanwhile, between 2011 and 2016, China’s sales growth will account for almost all of Asia. With an increase of 70%, in 2015, sales of passenger cars in China will reach 21 million vehicles, which will have many opportunities for automotive manufacturers.
They believe that the global automotive industry is shifting to the east. China and India will be the new focus of the market, and China is more promising and superior than India. The main reason is that the disposable income of consumers continues to grow and the market share of second and third-tier cities competes. fierce.
China's current urbanization process is still rapid. Between 12 million and 13 million people are relocated to cities each year. These displaced people have spawned new transportation needs and will maintain a mild growth trend in China’s auto market years ago.
In order to develop, Geoff Broderick, vice president of JDPOWER Asia Pacific, believes that positive changes should be made to adapt to these new trends in these markets.
He believes that in the next two years, 170 kinds of new products or redesigned products will appear in China, so manufacturers need to formulate flexible business plans. Although new energy is hot, 80% of automotive power sources will still be Traditional energy; In addition, the global auto market is changing from manufacturing quality to design quality. In the current Chinese market, manufacturing quality still accounts for two-thirds of the total quality problem; manufacturers need to reach target people more efficiently, and China's retail business model is also Changing, commercial loans, used car market can not be ignored.
What will happen to China's auto industry in 2012? How does the growth of the market slow down and how can automakers form differentiated competition? How will domestic brands respond? JDPOWER's Asia Pacific report will be answered one by one.
Decline in growth rate Data from JDPOWER Asia Pacific show that from August 2010 to December 2011, the year-on-year growth rate of sales of passenger cars in China fell from 25% to 7%, according to the “Five-year growth cycle†of the Chinese auto market, 2008 From 2012 to 2012, it is the latest round of cycles. Mei Songlin, general manager of China Research, predicts that the Chinese auto market may fall into a depression this year.
2000-2004 and 2004-2008 are two growth cycles of the Chinese auto market. The "SARS" in 2004 and the financial crisis in 2008 just ended the growth trend of the two cycles.
In 2012, the global economy is facing a European debt crisis. "If the European debt crisis continues to deteriorate, China's auto market may be low, and the macro-control effect, may be able to escape this robbery." Mei Songlin said.
Zeng Zhiling, chief forecaster of LMC Asia-Pacific Automotive Markets, agreed with this and analyzed and predicted the global automotive market in 2012: “This year, the Chinese market will slow down significantly, and the growth rate for this year and next year is estimated to be 11% to 13%. The growth rate with the Indian market is estimated to be 9% in the United States."
At the beginning of the Chinese New Year, the Chinese auto market didn't usher in the same good start as in previous years. According to the January sales and sales data released recently by the China Automobile Association, due to the decrease in effective working days and the large base number in the same period in the past, China’s auto production and sales volume fell 20% year-on-year. , can be described as bleak.
In the past two years, encouraged by various government policies, the self-owned brand has maintained a growth rate of 32%, and this trend has also fallen from high to low in 2011, dropping to 30%.
Influencing sales In the JDPOWER rankings, the top ten reasons for buying a car were the product quality that became the primary reason for owners to purchase a new car, and the brand's good reputation and friends and relatives recommendation ranked second and third respectively. All three are related to product quality, accounting for up to 42%. It can also be seen that the consumer's concern for "good security" shows a declining trend. "As the consumer's awareness of the car, the safety is already transparent and standardized; the trend of the most important reasons for car purchase in five years: The reason for buying directly or indirectly related to the quality of the product has become more important," explained Mei Songlin.
The contrast between international brands and self-owned brand consumers, "the trend of refusal to buy," appears to be narrowing between 2011 and 2011. The gap between the new car and the product is increasing.
Mei Songlin believes that the current low-cost strategy for independent brands needs to be changed. He took Hyundai Motors as an example. In 1987, Hyundai entered the US market. Sales volume continued to increase in the first two years, and suddenly fell in the third year. At the beginning of its entry, Hyundai only paid attention to prices, and its average quality was 59% lower than the industry level, resulting in its image and Sales were negatively affected. In 1996, we began to pay attention to the voice of customers, grasp quality, and the quality level began to rise steadily after 1997. In 2002, the average quality was 33% lower than that of the industry. With the emphasis on quality integration into daily operations, the average quality of the industry is higher than that of the industry. 3% higher. It can be seen that the sales and quality of Hyundai Motors in the United States are V-shaped.
It can be seen that quality is the cornerstone of the company's three major success factors (quality, innovation, and cost). Mei Songlin gave two suggestions to independent brands. First, local brands should reduce user claims and improve quality at the current stage. Second, they should deal with the relationship between quality and cost, and quality must be enforced.
“Moderate†Growth Despite the slowdown in growth rate, JDPOWER is still confident in the Chinese auto market and expects annual sales growth to account for 40% of the global increase. Meanwhile, between 2011 and 2016, China’s sales growth will account for almost all of Asia. With an increase of 70%, in 2015, sales of passenger cars in China will reach 21 million vehicles, which will have many opportunities for automotive manufacturers.
They believe that the global automotive industry is shifting to the east. China and India will be the new focus of the market, and China is more promising and superior than India. The main reason is that the disposable income of consumers continues to grow and the market share of second and third-tier cities competes. fierce.
China's current urbanization process is still rapid. Between 12 million and 13 million people are relocated to cities each year. These displaced people have spawned new transportation needs and will maintain a mild growth trend in China’s auto market years ago.
In order to develop, Geoff Broderick, vice president of JDPOWER Asia Pacific, believes that positive changes should be made to adapt to these new trends in these markets.
He believes that in the next two years, 170 kinds of new products or redesigned products will appear in China, so manufacturers need to formulate flexible business plans. Although new energy is hot, 80% of automotive power sources will still be Traditional energy; In addition, the global auto market is changing from manufacturing quality to design quality. In the current Chinese market, manufacturing quality still accounts for two-thirds of the total quality problem; manufacturers need to reach target people more efficiently, and China's retail business model is also Changing, commercial loans, used car market can not be ignored.
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