Analysing the Six Major Reasons Why Many Domestic Motor Vehicles Entered the Niche Model Pickup Field
In recent years, in addition to the traditional pickup truck companies such as Great Wall, Zhongxing, Huanghai, Jiangling, Qingling, Shuanghuan, Zhengzhou Nissan, Changfeng, Beiqi, and Yangtze, some autonomous and joint venture car companies that produce cars and buses have rushed into the domestic market. Narrow pickup field. Since 2004, there have been Geely JL1010 pickup, Dongfeng pickup, JAC Ruiling 4D25 pickup, Jinbei Hercules pickup, Chery pickup, Yuejin pickup, Foton pickup, Giopicka, Meiya pickup, Jinlong (Suzhou) • Hagridka and FAW-GM Kyun-Ping pickup and Volkswagen's first medium-large pickup Amarok will be produced in China.
In the domestic market of nearly 20 million vehicle models, pickup trucks are a niche vehicle with less than 400,000 vehicles sold each year and are severely restricted by discriminatory restrictions in China's first-tier cities. This has attracted so many auto makers into fierce competition. ?
Pickup trucks are an important model that combines the advantages of cars and trucks. When pickup trucks first appeared in China, the relevant departments demarcated them to the category of trucks. As a result, in the past few years, the domestic market has suffered the most from discrimination. Almost all of the country’s first-tier cities are banned from entering the city. In addition, pick-up trucks also have to pay more than the unreasonable compulsory taxation of taxpayers, like trucks. Therefore, for many years, although the pickup truck is a popular vehicle that is very much in line with national conditions, it cannot be developed due to various objective reasons mentioned above. If there is no policy of discriminating against ordinary people in China, pickup trucks are expected to sell much more in China's urban and rural markets.
It is understood that pickup trucks in the foreign market share of about 35% of the overall model, whether it is rich or poor countries, pickup trucks are one of the major proportion of the market. However, since the Chinese pickup truck was mistakenly put on a truck curse and suffered more than two decades of wrongdoing, it still cannot be rehabilitated, and it has been watched and discriminated against. In spite of this, there are still many mainstream or non-mainstream car manufacturers entering this highly competitive city.
First, each auto group wants to become bigger and stronger, and a comprehensive automobile enterprise group must have a full range and a broad spectrum. People have me and people have nothing. Therefore, it may be expected that the introduction of a new car with huge sums of money will definitely be a niche market or no market expectation. However, it is still necessary to launch a new car that would rather do a losing trade. This of course does not matter for rich and powerful joint-venture car prices, but for some self-financing private car companies, it must be a "Chou Yu hit the yellow cover" of the sale.
For example, the joint venture between Dongfeng and Zhengzhou Nissan includes not only pickup trucks carrying the Nissan standard, but also pickup trucks carrying Dongfeng's own logos. After FAW had its own brand logo pickup trucks, it also made a joint venture with General Motors to produce Kuncheng pickup trucks; Chang'an Group and Jiangling Collection Co., Ltd. Pickup has capital cooperation; GAC Changfeng Cheetah merged and reorganized the Yangzi pickup; the former agricultural vehicle company Beiqi Foton owned the Foton pickup. Therefore, whether it is the country's four major automobile groups or four small car groups, they have their own pickup brand directly or indirectly.
The second is that each car company is Xiangzhuang Wujian. Although we all know that there is not much market for domestic pickup trucks in China, we really value the huge pickup market in foreign countries because foreign markets are not restricted, and pickup trucks have always been one of the key sales models abroad.
For transnational auto giants, China is a huge market; for domestic pickup trucks, overseas is also a huge space for development. At present, China's high school pick-up trucks are a blank in the international market, especially in the West Asia, South Asia and North Africa regions are flooded with high-priced Japanese pickups. At present, China's more than 30 pickup truck manufacturers have experienced fierce market competition, their product technology is mature, and their cost-effectiveness is getting higher and higher. They have fully prepared the comprehensive strength to enter the international market. Going abroad can only be the only way to survive. Now.
The third domestic pickup has an absolute advantage in selling prices internationally. At present, the pickup trucks in developed countries have excellent performance, but the price is very expensive. The average price is about 200,000 yuan, and the price of domestically-made pickup trucks of the same type is only about one-third. In addition, similar pickup trucks produced in some developing countries have far less mass and performance quality than pickup trucks produced in China. In addition, the labor cost of pickup truck manufacturing industry in China is less than 1/50 of the developed countries, less than one-fifth that of Brazil, and lower than the neighboring Asian countries such as the Philippines, Thailand, and Malaysia. China not only owns the cheap labor, but the culture and education of these cheap laborers are generally higher than those of the above mentioned countries. Therefore, compared with the high-quality workers and the skilled workers, domestic pickup manufacturers with the lowest wages, this is the case. Is a major competitive advantage.
It can be seen from this that the former is a pickup truck that cannot produce a low price, while the latter is less competitive than the Chinese pickup truck in terms of sex and price ratio, thus providing a global market for export of domestic pickup trucks. For example, in the Middle East, North Africa, West Asia, South America and other countries and regions, the demand for pickup trucks is very large, and the import tariff is also low (4% of the import tariffs in the Middle East), which brings about the export of low-grade pick-up trucks in China. opportunity.
In particular, in recent years, new domestic pickups have continued to produce more and more high-grade equipment, and the quality is getting better and better. In terms of price, the prices of domestic pickup trucks are only 1/3 of that of similar foreign pickup trucks. Fully comparable to imported cars. Such as the appearance of small pickups more and more fashionable, its car-oriented design has led to the development of new trends; large pickup trucks have the function of light trucks, some cargo boxes lengthen more than two meters, the body up to nearly six meters. Therefore, it is very suitable for use in combat vehicles. These can be seen on the battlefields of the smoke-filled and flesh-and-butter-flying of Arab countries in the Middle East and North Africa in the past and the present.
Fourth, the recognition of pickup trucks in middle and small cities in China's second and third tier cities and in more economically rich areas is increasing, and the rapid development of small-scale private economy has facilitated the increase in demand for pickup trucks.
The fifth is that China's pickup truck products are becoming more and more mature, and the technical content and quality are getting higher and higher. This is highly recognized among mainstream customers in some special industries. Traditional tool pickups of the last century could no longer meet the growing needs of customers for fashion, comfort, and intelligence. The market's full competition requires new pickups. In addition to the group purchasing of special industries, the main users of passenger pickup trucks are small private owners, and the group is growing in size.
Sixth, with the accelerated development of logistics in China's small and medium-sized cities, the demand for pickup trucks for freight distribution and maintenance activities will increase. The upgrading of micro card users is a major opportunity for the development of pickup trucks. As an updated alternative to agricultural vehicles, minibuses and mini trucks, the demand for pick-up trucks from wealthy farmers, individual private owners and urban-rural fringe will increase. The high performance and comfort of pickup trucks are far stronger than the characteristics of agricultural vehicles, micro-cargoes and micro-customers.
The above six points are the main reasons for the current domestic joint ventures and private enterprises, mainstream and non-mainstream car companies scrambling to compete in the pickup field. It remains to be seen whether the future Chinese pickup market will go and whether the Chinese-style pickup restriction policy can be lifted.
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