A.2008 MPV Market in multi-functional characteristics of
1. Multifunctional MPV in China's development trajectory
80s of last century, North America and Europe almost simultaneously opened up a multi-functional in Cress MPV segment .1983 Le commissioned the first time can take 7-8 people a multi-purpose passenger vehicles, was named aravar, the Chinese called Voyager; 1984 Renault launched the first multi-functional European MPV,UGG boots cheap, named Espace. multifunctional MPV originated from the United States, began sweeping the world. China in 2001 through the joint venture Shanghai General Motors launched the first of the Buick GL8, is regarded as the mainland's first multifunctional MPV. This year has also been recognized as the industry the first year of China's multi-functional MPV. Our versatile MPV after nearly a decade of development, there are two dozen brands, nearly a derivative models. but now not truly independent research and development capabilities, most of them are the introduction of foreign R & D through joint product or the introduction of foreign production line. Therefore, in the Chinese auto market, mainstream brands are basically the United States, Japan, Korea,Bailey UGG boots, Germany and the R & D Brand MPV sales account for about 10% of the passenger car market, the average three people to have a versatile MPV, further than the car segment, we can see the popularity of multi degree of MPV in a foreign country. Compared with foreign countries , multi-functional MPV in the Chinese market share of passenger car market share of only 2.97%. Therefore, compared to the results convince us that multi MPV in the Chinese market has great upside, it is also now manufacturing firms to expand production capacity and induction of new entrants where confidence and choices.
private consumers because of China's acceptance of a multifunctional MPV limited public market is still is its main business market. Small Multi MPV because less space, the market capacity has limited, being difficult to access public and commercial markets. multifunctional MPV private users will never buy the whole as a means of transport or leisure vehicles, mainly to profit-based. Some of the private users to buy multi MPV is a passive and helpless , compared with the micro-surface in order to facilitate the city; and light-off is to pay less than some of exorbitant taxes and levies; versatile MPV compared with the car will never be a Chinese family first, official car market, as the years some large companies to buy expensive multi MPV is close to saturation, so in large-scale multi-functional low bit MPV has become the main market, After the one or two cars necessary equipment, such vehicles on the one hand needs to adapt to the so-called business class, on the other can be used as the official short luxury passenger vehicles. Therefore the market growth rate of passenger cars in more recent years high, one room for growth in the largest models.
2. multifunction products and market competition situation MPV Multi passenger vehicles in the multi
MPV cars in China are a small minority, experienced the outbreak in 2003 After type growth (growth rate 65%), 2006 and 2007 into a relatively smooth transition senses. (growth rates were 26.4% and 23.2%) .2008 by the snow, raw material prices, earthquake and high oil prices and the financial crisis and other factors, multi-MPV market first began to decline, sales came to a standstill, the downturn trend of negative growth situation. As of the end of November, multi-MPV mainstream market just before the November cumulative sales of 111,000 complete , compared to 146,500 last year, there has been a negative growth of -31%.
Touran than 17.2% of SAIC, Chery Eastar Ruiqi Cross37% and 1280%, Chang'an Jie Xun 167.4%, 18.3% Dongfeng popular, 128% Mongolian Parker Fukuda, Zhengzhou Nissan Yu Xuan 96%, 175% of Jilin Senya has high and low growth rate, other brands models have emerged with varying degrees of decline, in which Nissan and JMC Chun Yat Landwind Fashion decline was reached more than 50%. In particular, production and sales in the top three of the Guangzhou Honda Odyssey fell -32.6%, Shanghai GM Buick GL8 down -10.2%, down -13.3% JAC Refine, big hurt Multi MPV market strength. easterly wind than the ranks, the production and sales slip models are all old models of brands and models to illustrate the multi-function passenger MPV market and narrow (pure car), like, in addition to product upgrades speed, the product has accelerated the pace of upgrading all to see.
MPV market with a relatively technical function to passenger cars as narrow (pure car) as the large-scale production, rational pricing is limited. It is also versatile MPV for many years remained relatively stable price of the main reasons for the long-term; its three passenger cars with a narrow sense (pure car) compared to the absolute cutting-edge products to market, or less, the concept of war has no other models, price promotions war, acts of occasional price competition is a reasonable business behavior, not predatory behavior, was not a loss because of lower prices, but increased profitability; again three non-load-type light passenger class chassis and bearing a large MPV-style car chassis class of small MPV market, more intense fight Wilson, which led to the short axis multi-function high-end MPV light-off speed, large-scale high-priced micro-off and the long axis of the second moment of A-or B-class car market penetration of car. But at the same time, these models are also versatile MPV reverse osmosis to form a tug of war between the current stalemate.
Figure Table 1:
manufacturers brand sales in January-November 2007
2008 年 January-November sales increase of%
Shanghai Volkswagen Touran 9531
11166
17.2%
Shanghai GM < br> Buick GL8
37395
33596
-10.2%
Guangzhou Honda Odyssey
40451
27254
-32.6%
Nissan
Chun Yat 10146
3517
-65.3%
Chery Automobile
Swiss Open 1748
1810
3.5%
Eastar Cross
6287
8616
37.0%
Ruiqi R2
524
7229
1279.6%
DYK
Wah 2272
1085
-52.2%
a Steam hippocampus
Premacy
7544
3921
-48.0%
Brilliance Jinbei
Granse
10662
10703
0.4%
Southeast Automotive
Soveran 2103
1170
-44.4%
Ford
S-MAX
4309
3759
-12.8%
Changan Automobile
Jie Xun 181
484
167.4%
JAC Refine
36988
32070
-13.3%
Dongfeng Liuzhou
popular 16509
19535
18.3%
Jiangling Motors Landwind Fashion
1542
767
-50.3%
Foton
Monte Parker
1106
2519
127.8 %
ZNA
Yu Xuan 732
1434
95.9%
Jilin Automobile
Senya 1686
4644
175.4%
Great Wall Motor
Jia Yu 0784
Total 146492
101014
-31.0%
2008 年 versatile MPV market segments in different growth trends are apparent in a structural, performance and price for the species difference between increased conflict between the respective consumer groups but not in the narrow increase (if car, SUV, light passenger and micro-off), different types of multi-functional MPV has become another alternative pattern of the competitive situation. So in the market structure, acceptance by the market largely determines the size of enterprises in market share and incremental size.
2008 年 displacement of 1.3 l l l l2.0 versatile MPV car classes market share increased considerably, 2.5L a.. small-compatible multi-functional multi MPV MPV 2008 年 in the context of growing private consumption, large MPV will maintain market share decline, but sales continued to grow the absolute value of the situation would not be much difference. With the Great Wall of Jia Yu, Fukuda Mongolia Parker, R2 and Chery Eastar Cross, Zhengzhou Nissan Yu Xuan, Landwind Fashion, Chang'an Jie Xun MPV a large number of strong brands to join multi-functional, multi-function joint venture brands face limitations MPV's monopoly was broken, will own a brand new historical market opportunities. the family is a major advantage of multi-functional MPV is to look stylish, fuel-efficient than light-off than the micro-surface comfort, security has also increased significantly, but also has a certain carrying capacity, both for urban small businesses in logistics, but also for urban and highway road environment. With introduction of fuel tax exemptions and road maintenance, which means that seven multi MPV owners will save 210 yuan per month maintenance fee, a year down is 2520 yuan. because of some practical aspects of home improvement and more business elements added, making it suitable for both home and travel out of office, has received a large number of consumers of all ages. IKEA were advised to use either the best-selling MPV model is reflected from the other side of the car demand in China has entered the era of diversity This concept of consumption in 2009 was more obvious.
b. large public utility business of Public Business-type MPV 2008 MPV sales accounted for about two-thirds of the MPV market, although the dominant, but the overall decline in production and sales in the year, the trend has been weakened, and the entire passenger car industry or the growth of the MPV market, compared to business class MPV market, the existence of bottlenecks in the development, such as high and the high price of fuel dropped significantly and so difficult. In addition compatible from the home and high-end fractional moment of MPV and the importation of low-cost light-off the threat of MPV, it highlights the trend of weak growth. nearly two years, the positioning function for the public and commercial vehicles MPV, have introduced even with a turbo-diesel supercharged engine models. JAC Refine 2.8L diesel launch. Refine product line is long and wide, from a platform derived from the three series, two power systems, dozens of varieties, in large multi-functional MPV's Each sub-level has Refine car. SAIC Roewe may function in the next year the first MPV model, is expected to use the 1.8T turbocharged engine, but also may introduce a environmentally friendly and fuel-efficient diesel engines . expected in 2009 may be the engine of one of the development trend of MPV.
B.2009 versatile MPV market trends in Outlook 2009 is expected to function
MPV market will rebound in growth will be achieved, while the present the positive rate of growth may be flat with 2005, total annual sales of wishing to reach 15 million vehicles. the support of the development of multi-functional MPV restorative reasons are the following:
1. In addition to the central government invested 4 million billion to stimulate domestic demand, the ministries have invested billions of billions of more than N and the local government invested nearly two billion yuan answered the astronomical number of stimulating investment, directly or indirectly, the incremental multi MPV market.
2. At present, cultivation period in the market for multi-purpose MPV market, economies of scale is not very prominent feature of all enterprises have failed to achieve economies of scale capacity,bailey UGG boots, is still in development phase. but not low relative efficiency of production, production capacity does not appear excess below the industry cordon.
3. functional MPV sector the main reason for the formation of market structure is neither a policy result of barriers to entry, nor is it the result of full market competition is not the result of improved market , but the result of market demand. multifunctional MPV on the market nearly a decade since the product mix and market share rankings of view, this market structure is due to the market share of the top five (annual sales of over 20,000) manufacturers demand caused.
4. States joint venture automobile industry more than 30% average profit margin, profit amazing (own brand exceptions). The reason to maintain higher profits: foreign, the high-end multi- function MPV prices generally will not exceed 2 million, while the price in China is in the 3.5-4 million dollars, some high-end MPV margin even more than the high-end sedan market, huge profits can be seen. therefore attract more non-versatile MPV manufacturers trying to compete to enter the field strength of a piece, and then a fierce competition in the market is difficult to avoid.
5. 20009 years for the smallest multi-functional MPV segment of the market, may be introduction of new products will significantly speed up the pace, almost all new models, the high-end area, exacerbated by the high-end multi-function objectively MPV market. In addition, the recent listing of the new multi-functional launch MPV and do not reflect more high competitiveness, as prices are still high, the market capacity is still limited, so versatile MPV future war may be higher than the price of cars is also intense; the other is in pursuit of the penetration of the family car to meet the needs of high-end home user the direction of tilt; The third implementation of the policy is multi-functional MPV category to adjust the larger models, such as excise tax provisions of the original engine displacement to 2.0L for the sector, the rate of 3% below 2.0L consumption tax, 2.0L 5% above the rate of levy, the new consumption tax rate is the rate of all combined with the car, usually multi MPV 2.0L displacement is more and more, especially high-end and high-end multi-functional MPV of the displacement is greater and therefore the market will be the policy of such models and thus limit impact on sales, market development constraints, will face a major test of high and low fuel consumption. If the original function in recent years, facelifted MPV brand replacement intervals have close to a small displacement, such as the introduction of 2.7L new Ka Wah, GL8 launched New 2.5L, 2.0L refine new products and so on. Meanwhile, the new entrants such as Eastar Cross2.0L, Landwind Fashion 2.0L so versatile MPV about the market economy running hot. in the future market development, fuel consumption will become a consumer decide whether to buy an important factor in a certain type of vehicle, a multi-functional changes in MPV market is one important constraint situation.
6. multifunctional MPV market in 2009 is expected to place a major reshuffle movement, Japanese, European Department, the U.S. Department of Korean series models or brands win out in the shuffle, is difficult to predict, but I believe that Japanese cars are likely to win.
7. I have been writing articles in 2005, MPV manufacturers now want multi-functional and ready to enter the field of multi-functional large MPV manufacturers now market situation in the school of good circumstances, not to be dazzled and carried away the victory, it should be SUV market mistakes, because hidden in the multi-functional MPV market is not yet manifested a lot of undercurrent of rapids, and now began to take shape three years ago and fulfilled the author's analysis.
8.2008 MPV in turn is a special multi-function market, diversification of consumption is increasingly becoming a trend. due to increased competition intense, multi-MPV market began to segment, in two major areas of business and family car based on the S function will be derived from MPV, MPW, MPS and MP-X and many other concepts,Discount UGG boots, multi-MPV market, the concept of endless variety. the pursuit of low-end multifunction MPV market trend can be seen that the impact on the market will form a common platform with multi-function car MPV, from the moment the car market on the long axis of eating a chunk br> 9.2009 MPV and SUV on the physical properties of the product will be more traditional concept of Comparison of functional SUV, the design concept or market orientation is not the same purpose. from the performance point of view: Multi-MPV cars look more suitable for official business purposes, because it has more space, more is often slightly more in the number of transfer business; and SUV models are very personalized, individual demands style, or the pursuit of outstanding driving pleasure of a spirit of adventure, from the perspective of public and business efficiency, will consider buying more and more function MPV, commercial and multi-functional space is the MPV of the biggest selling point, which is different from the multi-functional MPV SUV of the most important features. If you will buy from a personal point of view, the existing space, very personalized SUV models. Although not as versatile MPV model SUV, the current urban-based, as it easier to quickly enter the Chinese families, compared with cars and SUV seems to be in a more awkward position.
10. From the past few years various types of multi-functional MPV market share situation, public and commercial large-scale multi-functional MPV market share decreased year by year, the public mid-sized business and home use either type of multi-functional MPV market share gradually expanded, small net household utility is increasing MPV . Although large-scale public and business continued to hold the leading position in multi-functional MPV, but a growing number of new multi-functional MPV located in the family car, the next there will be more versatile MPV low-emission and low-emission home Home-based SUV, like a hot-selling models in China market. However, with the popularity of car culture and the people and culture to improve incomes and the increasing maturity of auto market in China, set cars, station wagons and trucks and many other models Advantages in a small displacement is bound to become a household utility MPV market-driven products. Therefore, many brands now have set foot in this growing segment of the market, access to market space and profits.
11. In recent years, multi-functional MPV New cars in the pursuit of Pan, a further direction to the functional requirements of household-type tilt sign. such as Premarin, Odyssey, Touran, Granse promising models such as the trend this year, to a certain extent, proven home MPV began to get more and more multi-functional consumer recognition. Meanwhile, the proportion of multi-functional business requirements increased MPV, this car market segment in recent years been augmented extrusion MPV market-related function, such as the Excelle HRV, Qi up, Fit, Zhou Mofeng hatchback such strong performance, but also as a reaction to attacks on multi-functional family with small MPV market, but the impact was not as big as expected.
12.2009 impossible in the consumption tax rate decreased and increased again MPV large displacement case of consumption tax, multi-MPV in the automobile market in the context of fierce competition, some have the ability to profit relatively more lucrative businesses to digest additional cost, but a number of single product lines, profitability enterprises are less versatile MPV can not be value-added tax by the cost of their transfer out, the original low profits may result directly into a loss situation of evaporation, but also a considerable portion of this loss of market share, increasing the versatility MPV manufacturers between the polarization, the stronger the joint venture brands of strong, independent brand of the weak weaker, due to lead multi-functional MPV market competition is to shock and dramatic change, but also affected the 2009 independent brands new product development and launch efforts.
13.2009 MPV with the short axis of the high-end multi-functional and high-priced light passenger micro-off competition in the market will continue, multi-functional micro-MPV off with the light off and compared to both goods can be manned and can pull the advantages of its total, but there is space apart. multi MPV, but fashion and comfort is the light off and do not have the micro-off, which is multi-functional MPV can be diverted a small portion of light passenger micro-off with the reason for the market. in short distance passenger transport and city logistics function, multi-use MPV in prices and high costs against the light-off does not have an absolute advantage. multifunctional MPV and micro-off compared to a large portion of cost are high, and the city is not restricted, but high prices have prevented access to the Chinese people the family MPV multi speed, it can never be as versatile MPV that has become nearly a million micro-surface the main marketing models. multifunctional MPV compared with the sedan, the first is the people's car culture is not consciously driven cars, private purchase of multi-function car MPV may be the next option. In addition, some have more rear seat space design Second hand cars (such as Guangzhou Honda's second car Fit, Chery Eastar Cross and R2, A18, etc.), both in physical performance, or in any function can be sniper 7 MPV. Therefore, the multifunctional MPV and car The real competition in the market relevance is not great, but there is a certain competition.
14. Although the MPV market in 2008 for the first time multi-functional market, have prepared to launch new MPV model function will have the C4 Picasso In 2009, Mazda 8, BYD, M6 and other models, will participate in this market eating cake. at the high end, Mercedes, BMW and other luxury car manufacturers have also announced the timely introduction of high-end multi-functional MPV models to enter the Chinese market. can be expected in 2009 in the MPV market competition will become more intense!
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