2010 young card market review: two major models, a pattern

 Through 2010, we have experienced brilliance and witnessed miracles。In the context of the booming development of the domestic commercial vehicle industry, the light truck market has also attracted much attention。Major manufacturers have significantly increased sales, many new products are squeezed into various segments, all kinds of publicity stunts are filled with consumers' eyeballs, and a large number of promotional wars make the market full of smoke。Behind the frequent marketing actions of enterprises, the original market competition situation has been broken, and the new market pattern has gradually formed, the following author and you see together, talk about the light truck market in 2010。     

    Two models trigger thinking

    Model 1: Jiangling/Qingling price reduction promotion

    At the beginning of 2010, when many enterprises supported the country III products and significantly increased the sales price, Jiangling Motor, the traditional hegemon of high-end light trucks, launched a high-profile Shunda value version series, and the product retail price fell by 10,000 yuan, lower than 6.180,000 cases, set off 10 young card industry promotion frenzy, and then Qingling light truck straight down 20-30,000, pushing the promotion war to the peak。As we all know, Jiangling/Qingling, as the successor of Isuzu light trucks in China, has been adhering to the concept of "high quality and high price" for many years, and the product prices are generally distributed in the field of high-end light trucks of more than 80,000 yuan, and there are few marketing actions to significantly reduce the price of promotion。According to conventional logic, the upgrade cost of the country III has increased significantly, and the enterprise should have raised the price of sales, and the abnormal price reduction behavior of Jiangling/Qingling has made the relatively calm market in chaos。Good brand image, excellent product performance, high cost performance so that consumers flocked to the Isuzu technology in the country's rapid popularity。Data show that Jiangling Shunda 10 years sales of nearly 40,000 units, an increase of 190%, quickly become the high-end light truck market sales model。

    Mode two: Aoling/Dongfeng, etc., hit high and sell low

    At the same time that Jiangling and other significantly reduce the sales price, the market seems to be looking forward to other enterprises to follow the trend of price reduction, driving the entire industry to upgrade the cost performance, the unexpected outcome is to Aoling, Dongfeng as the representative of the enterprise to promote its new models, significantly increase the retail price, and push into the high-end light truck field to participate in the competition。From February，Dongfeng promotes its premium brand, Capstar, across the country，It costs around 130,000 to 150,000，With joint venture technology gimmicks，Become one of the most expensive high-end light trucks in China;It was followed by the Dongfeng Caput，Positioning slightly lower with the Kephstar，Launched two high-end light truck brands to participate in the competition;From March，Aoling matched Cummins engine on the market，Drive Aoling whole brand new positioning combination，Covering high, medium and low light truck segments，The high-end product, Aoling CTX, costs about 90,000 to 150,000 yuan，Become more expensive than Isuzu technology high-end light truck products。Jianghuai, Yuejin and other brands followed suit and launched new high-end models。According to the data, although the high-end models launched by Aoling, Dongfeng and other enterprises have many gimmicks, such as the European concept, high-speed and heavy-duty concept, safety and comfort concept, etc., forced by its expensive price, sales have no essential breakthrough, but it has brought about a rapid increase in sales of mid-end brands。"Playing high and selling low" has also become one of the key words at the core of the 10 young card market。

    Two products are getting a lot of attention

    Product 1: Jiangling Shunda - the king of cost performance

    If there is still a myth in this era, Jiangling Shunda is one of the myths in the domestic light truck market。With the advantages of Isuzu technology, Jiangling intimate service, affordable price advantage, more than 3 years of sales increased by 4 times, 2010 retail nearly 40,000 units, casting the high-end light truck sales myth。In the case of generally rising prices in the high-end light truck market, Jiangling Shunda has several promotions, and the price has actually been much lower than many non-Isuzu models。The 4JB1 Euro III engine equipped with Isuzu technology, excellent product quality and quality assurance, and the best after-sales service in the domestic commercial vehicle industry, let consumers personally experience the benefits of "beyond the value", and set off the popularity storm of high-end light trucks with Isuzu technology in China。

    Product 2: AOLING CTX - the advocate of the European concept

    After the domestic high-end light truck field has been monopolized by Isuzu technology for a long time, Aoling CTX has brought several new ideas to the entire industry。Let's not talk about the advantages and disadvantages of European technology and Isuzu technology, but the Okuzu CTX has gained wide attention in the market with its fashionable appearance, high-end configuration, and excellent performance engine。Aoling CTX has also brought a new era of a large number of joint venture technologies into the country。Concepts such as "Mercedes chassis, Lotus rear axle, ZF gearbox" have also gradually appeared in the field of domestic light commercial vehicles。Only with competition will there be development, only with rivals will there be breakthroughs, in the era of more rational consumption, Aoling CTX to the domestic light truck field, perhaps not only a product, but a trend。

    One pattern is intriguing

    The rapid development of The Times always brings a few surprises, but also brings a lot of conceptual innovation。A few years ago, we thought that "high quality" must be "high price" is understandable, that Jiangling/Qingling high price sales, few promotions of course。In 2010, the light truck market Jiangling, Qingling high-profile price reduction, the main promotion of cost-effective let many people fall below the eye;A few years ago，We believe that the light truck market Jiangling/Qingling represents the high-end, Jianghuai/Dongfeng and so on，Which can expect 2010 light truck market prices of major enterprises with intertwined，Understand each other？From a few years ago, Jiangling/Qingling mainly promoted brand quality, Aoling/Dongfeng mainly promoted cost performance, to now Jiangling/Qingling mainly promoted cost performance, Aoling/Dongfeng mainly promoted brand quality, the domestic light truck market has entered a new competitive pattern。Perhaps we can not judge who is good and who is bad in this pattern, who wins and who loses, but we believe that competition will have development, perhaps under the new pattern, the domestic light truck market will usher in cross-generation progress, consumers will get more benefits and choices;usSuizhou JunlongI also wish that the domestic light truck enterprises represented by Jiangling and Aoling can go further and further。

 

 

 

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