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Recently, the 240th batch of vehicle manufacturers and product announcements newly announced by the Ministry of Industry and Information Technology, Beiqi Yinxiang Automobile Co., Ltd., whose model number is BJ6390, has attracted great attention from the industry. Some media believe that this vehicle may be the network Exposure, Beiqi codename for the new MPV-N50 models. Through the relevant information of the network exposure, we can understand that this model has a very similar appearance with Wuling Hongguang, and relatively close to the market pricing. According to the information released by Chongqing Yinxiang's website, Beiqi Yinxiang Micro-Cam will be officially put into mass production in October. If there is no accident, we will soon see the real face of this model, when the micro-customer market in China will add a new "combat".
The microbus market is still lively and the competitive landscape is basically shaped
According to the data released by the China Association of Automobile Manufacturers from January to August, in August 2012, a total of 149,997 crossover passenger vehicles were sold nationwide, an increase of 10.88% from the previous quarter and a year-on-year increase of 1.35%. From January to August, 1481671 vehicles were sold, a slight increase of 0.22% year-on-year.
According to the data from January to August, the popularity of the minibus market, which is the main model of the crossover passenger car, has gradually picked up. In response, industry experts analyzed that in the second half of the year, although the industry’s new round of national “car-to-country†policies were not yet introduced, Chongqing, Jilin and other places have already launched local “cars to the countryside†subsidies. Policies, coupled with micro-substances, still have ample room for growth in the vast rural market. This year, the micro-customer market should be expected to achieve a 3% to 5% growth. Han Lu, the deputy secretary-general of the China Society of Automotive Engineers, is also full of confidence in the development of the micro-bus market. He said: “The rigid demand for the micro-customer market in China still exists. With the gradual improvement of the economic level of urban and rural residents, micro-customers still have a very broad market. ."
With the development of the market in recent years, the competitive landscape of the micro-customer market has basically taken shape. The top four companies, namely SAIC-GM-Wuling, Chongqing Chang'an, Dongfeng Xiaokang, and Nanjing Chang'an, all had an overall production and sales volume of over 85% in January-August. Of these four companies, SAIC-GM-Wuling occupied half of the micro-customer market; Dongfeng Xiaokang, as a rising star in this field, has a greater degree of improvement in production technology and product performance. Chongqing Chang'an and Nanjing Chang’an have some market share. Decline, but the market share can not be overlooked. Observing the production and sales data of micro-substances in recent years, we can also find that through the market competition in recent years, the market positions of SAIC-GM-Wuling, Changan Automobile, Dongfeng Xiaokang and other micro-producer companies have almost been unable to shake up.
Regardless of harsh environment, newcomers rush
Due to the low threshold of the micro-customer industry and the large market space, although there are already many micro-producer companies, there are still many companies competing to expand their own product lines to this area. Today's micro-customer market has become the major auto companies. Compete for the "smoke of smoke" battlefield. In recent years, FAW, BAIC, GAC, Shaanxi Automobile and other auto companies have entered the micro-customer market. According to statistics from the China Association of Automobile Manufacturers, as of the end of August 2012, there were 19 micro-producer companies in China, and new-entrants have joined the market, which has led to a sharp expansion of production capacity in the micro-market and fiercer market competition.
If we say that we entered the micro market in 2011 because we didn't see clearly the market situation, then it would be difficult for people to understand the corporate behavior that they chose to continue on micro-projects in 2012.
Here I will first introduce the Beiqi Yinxiang micro-project. Speaking of Beiqi Yinxiang, it must be traced back to August 2010. In this month, BAIC and Chongqing Yinxiang signed a cooperation framework agreement in Chongqing and jointly invested 2.5 billion yuan to establish a micro-vehicle production base in Hechuan, Chongqing. The base will mainly produce mini vehicles, SUVs, MPVs and other series of vehicles. The construction goal is to form a modern automotive industrial base with an annual production capacity of 400,000 vehicles, achieving an annual output value of 25 billion yuan. At this point, Chongqing Yinxiang Company became a successor to Lifan, Lu'an, Loncin, and Xinyuan, and Chongqing, another company involved in the automotive industry.
When we mention BAIC's micro-off products, we will first think of Weiwang. On March 29th, 2011, Beiqi Micro Ke brand and the first mid- to high-end micro-customer Weiwang 306 were released in Beijing. The market performance of Weiwang products in the later period is not described here in detail, but it is impressive that on the conference site, Beiqi Group Chairman Xu Heyi officially announced the Beiqi Twelfth Five-year Development Plan: “By 2015, we must build BAIC into a new year. Sales of 4 million vehicles, sales revenue of 400 billion, profit of more than 40 billion automotive enterprise groups."
Statistics show that in 2011, Beijing Automotive sold a total of 1.542 million vehicles, with an operating revenue of RMB 2010 billion. This is still a certain distance from the 12th Five-Year Plan. It can be said that to achieve this goal, BAIC has a long way to go. As for how to achieve the goal, industry experts said that the launch of BAIC Yinxiang Automobile Co., Ltd.'s passenger vehicle "Beiqi Yinxiang" will become an important support for Beiqi's 12th Five-Year Plan.
Another case that has been deeply concerned by industry insiders is that Weichai has entered the micro market. Speaking of this incident, the beginning of the year has already been buzzed by the media. At the time when the reporter interviewed Weichai, Weichai did not respond positively to this, but said that if there were related actions, the company would hold a press conference to announce all media. Recently, the news that Weichai entered the micro-customer market was once again published in the online media. The reporter once again sought confirmation, and the answer obtained is still the same.
According to industry insiders, the sales volume of 249,000 micro-customers in 2010 is already the ceiling for the micro-customer market. If there is no relevant national support policy, micro-customer sales will hardly reach this level. Micro-enterprise companies continue to enter, each company's production and marketing plans are also increasing year by year, and production capacity continues to expand, and the market is such a big one. If companies do not pay attention to this issue, the hidden dangers of overcapacity will become increasingly apparent.
The fierce market competition, the company's successor?
Recently, news about the upcoming launch of a new round of car-to-country policy has re-emerged. It is undeniable that the new policy of stimulating consumption will bring a new wave of growth to the micro-customer market. However, the fierce competition in the market is obvious to all. Who seems to be dead is already a foregone conclusion. The auto companies chose to enter the micro market at the most dangerous time. What are their intentions?
It is not difficult to see that every company that has recently entered the micro-enterprise market and carefully reviews the contents of the public speeches of its leaders. It is not difficult to see that the anti-market marching behavior of all companies revolves around a key point—the market. Or to expand the product line, open up the market, or to pave the way for entering the field of passenger cars. Take Beiqi Yinxiang as an example. For BAIC, it is to develop the market in the southwest; for Chongqing Yinxiang, it is the beginning of entering the automobile market.
Han Ra told reporters that it is understandable for companies to enter the micro-customer market. Each company must have its starting point to choose this step. As long as they have the ability, the market will recognize it. For example, Dongfeng Xiaokang has not entered the micro market for a long time, but it has still gradually won the market with its own strength.
At the same time, Han Ra also reminded that at present, the micro-customer market is fiercely competitive. Although the market still has a lot of space for exploration, if it is blindly stationed in order to open up the market, there will be no good products and technical support. The result will inevitably be eliminated by the market. .
Having said this, it must be said that BAIC's market strategy. In Beiqi’s 12th Five-Year Plan, Xu Heyi mentioned the goal of securing 3.5 million vehicles and securing 4 million vehicles. This target is allocated to the Group's subordinate units are Beiqi Foton 1.5 million, Beijing Hyundai 1.3 million, Beijing Benz 300,000, and the rest are their own brands.
Xu Heyi stated that by the end of the “Twelfth Five-Year Planâ€, Beijing Automobile will have four relatively complete self-owned brand bases: the first one is the high-end base of its own-brand passenger car in Shunyi, the second one is the Zhuzhou base in Hunan, and the third is The acquisition of Baolong Base in Guangzhou is the fourth in Chongqing's Yinxiang Base. Each of these four bases has a production capacity of about 150,000 vehicles. At the same time, Xu Heyi also emphasized that in the implementation of the 12th Five-Year Plan, BAIC will change the principle of putting the scale of development and the amount of output first in the past and put economic efficiency first.
Regarding Xu Heyi’s argument, the people in the industry are deeply gratified that the layout of Beiqi’s planned market is also very worthy of recognition. However, as far as each base product is concerned, we further researched. With the current market data, BAIC's market layout still faces enormous challenges. The pace of BAIC's development needs to be further stabilized.
In this regard, there are also industry experts to warn micro-enterprise companies to enter the micro-market, although the rapid expansion of car companies can be achieved, but for the new entrants, the risk is even greater. In addition, if this phenomenon does not increase control, the micro-customer market will experience excess capacity and collective shopping.
For the scale, Beiqi micro-compass geometry