The market competition in the past two years is really fierce, and the flames of war have spread to almost every car company.
In this era of self-danger and frequent shutdowns of new forces, what enterprises can do is to find ways to find a way out in order to survive in the fight.
Therefore, I do not know since when, there are more and more new models that focus on all kinds of market segments and subdivide the population.
Sometimes, even the car companies themselves are difficult to classify these new things, what they want is the kind of unspeakable uniqueness.
Following the emergence of new cars in the market, such as Baojun Yueya and Radar Horizon, which look normal, pickup trucks of new species, such as SUV, long or short pure electric MPV, which appeared in the market this year, increasingly depict the concept of “minority car” incisively and vividly.
At present, in view of the objective factors of the competitive environment, this R & D idea of subdivision and subdivision of models is really different from the traditional idea of step-by-step.
Fully cater to the “bizarre” background of the times, and curry favor with some young users who have a strong demand for personality.
But at this point, when you look back at the market performance of these new cars, not to mention disappointed, the level of sales of hundreds of cars a month is really not worthy of their calls on the Internet.
From the point of view of the spectator, I really want to ask, for these new cars, why is there always someone shouting magic on one side and why the other side collectively chooses to put their hands in their pockets and not to buy them? With the rapid development of China’s auto market for more than 20 years, is it true that the market has not given enough experience and lessons? Maybe.
Up to now, in the eyes of most car companies, these are things of the past.
Now that the Chinese car market has been transformed, they will think that it may be possible to build some minority cars at the right time.
Just like the hard-line SUV in the past two years, “no matter what the fame of the car company is, no matter what the technical background is, as long as you introduce a” square box car “to the market, you will certainly find a buyer.
” “freshness” has always been temporary.
In fact, it is a long-term topic around the world about “whether to build niche models”.
In their own development, almost all car brands have more or less taken out models that only serve a small number of people.
Even today, compared with the vast number of conventional models, only such products can be remembered by the world.
However, when I return to the Chinese market, I always feel that the main reasons for launching niche cars are mostly related to survival or showing off skills.
As for whether it can really meet consumer demand, it does not seem to be the core of consideration when setting up a project.
For the former, in fact, it is easy to understand that China’s car market is not as good as overseas, and a large number of similar companies always focus on a lot of pairings in public and secret.
As a result, the underdog in the competition is likely to choose a different approach.
The winning rate of using this kind of circuitous tactic is better than that of the frontal harshness.
The most typical example in the past two years is the Nashi car, which was nearly caught up in development difficulties not long ago.
At the beginning of the brand establishment, although the launch of Nezhu U and Naxi V continued the innovation logic of conventional car companies, the products focused on the SUV and entry-level car market, but then, when competitors occupied these market segments too quickly, Nezha’s tactics fell on some partial areas.
From Nashi GT to Nashi S hunting suit, Naha, as a second-tier new force, naively believes that as long as the market is big enough, minority players will always get some increments on the terminal that others do not have.
In the early days, driven by the freshness, Nashi GT really had a lot of fans.
In the field of Class 200000 sports cars, this car is not only the only one, but also the norm for monthly sales of four figures.
However, as potential users run out, the Nashi GT, like those domestic sports cars in the past, has reached a dead end.
By the same token, the Nezha S hunting suit version, which focuses on the station wagon market, did not stir up much spray.
Didn’t you say that after more than 20 years of development, China’s auto market has entered a mature period of development? Then why is it that in the past two years, there is still no room for any product that focuses on personality in the whole market? ” For many spectators, this kind of psychological activity is normal.
But to be honest, do you really think that China’s auto market has emerged from its infancy? In other words, in the context of the deep-rooted concept of “cars = tools”, how can China provide fertile ground for these cars to survive? I once remember that during an exchange with Mazda (China), the other party said some interesting things.
In other words, when the fourth-generation MX-5 (ND) became popular on the Internet, Mazda responded to the call of netizens and introduced a batch of MX-5 in its official capacity, hoping to create some momentum for the brand.
But as a result, it was thought that the new car would be sold out in a short time, but it was unsalable for a year.
In fact, a similar situation has occurred more than once.
However, a large number of car companies that choose to play with minority cars all think that they are not that kind of complaint.
From a perceptual point of view, “unlike foreign countries, the huge Chinese market needs works that pay attention to personality to embellish the boring market.
” I believe there are many people who can have this understanding.
In the face of the increasingly prominent new consumer demand, the Chinese car market, which has an annual sales volume of 25 million vehicles, may be able to allow the emergence of minority cars.
But if you look at it rationally, when the market competition has reached the point of whether you can survive or not, and when selling cars to make money has become a rarity in the whole industry, instead of relying on new cars to gain voice, it is better to honestly put your limited resources into the mainstream market.
Facing the subdivision of the population, we have to be based on reality.
“Historical experience tells us that people will not learn lessons from historical experience.
” Very often, no matter who is always trying to object to such a negative argument.
The same is true in the auto market, where most car companies will open up every new idea that they think is effective with the confidence that “if others can’t do it, I can’t.
” The same is estimated for the state of building niche cars.
But in fact, throughout history, whenever a large number of such models have emerged in the market, compared with unrestrained innovation, the background of the times and the current situation of the development of car companies can not be ignored.
In other words, regardless of the capacity of the Chinese market, once there is an opportunity to continue to introduce new types of models to the market, it means that the competition situation in the whole market must be peaceful.
people’s willingness to spend must not be determined solely by “who is cheaper than whom”.
For example, ten years ago, when the market was booming, powerful companies such as Toyota and Volkswagen continued to introduce Beetle, EOS, various golf derivative vehicles, as well as VISA and Jelucci into the China market.
How is it because there are a large number of potential users on the market? Its main purpose is just to prove to the outside world that they have enough resources to serve a certain group of people.
Even China brands, from the earliest Zhonghua Coolbao, Chery QQme, etc.
, to the later Baojun Valli, Long-Range FX, etc.
, there are all kinds of brands.
If they say they want to target sales, who can believe them? Then come to another angle, knowing that it was a luck to launch such a product to the market, but still stubbornly implemented it, it is nothing more than a real accumulation of profits in other market segments, and the company itself has human resources, material resources and other real resources to provide the market with such emotional products.
Looking back at the past two years, everyone has seen what the market has become.
To buy some mainstream products, you have to rack your brains to do marketing, and in the end, you even have to rely on low prices to attract customers.
In this environment, even if you have the ability to make some niche products, how can you have the extra energy to promote these cars to the market? As we enter 2024, seeing that many brands have become rich by following the trend and building hard-core box cars, we can understand why models of the same style such as the iCAR V23 and the New 212 will enter the market so actively.
But at the same time, due to the current situation, I really have to apologize for some behaviors that are keen on creating use scenarios for consumers and recreating some products that suit them, in the name of bringing innovation to the market: the pattern is not enough, GET is not enough.
Of course, everyone will have their own opinion on any new car that enters the market.
It is understandable to either express the same feeling or simply stand on the opposite side of the point of view.
After all, even today, when talking about exotic models such as the Fiat Multipla, Peugeot 1007, and Renault Avantime, some people still can’t help but smile.
Here, I just want to say that no matter which car company needs to understand the boundaries of “niche cars”.
In pursuit of new increments, it is reasonable to launch models with limited consumption power for China consumers, such as station wagons, pickup trucks, coupe SUVs, etc.
For those who stubbornly want to build a new car for those almost non-existent daily car use scenarios, please hold on to the innovative power in your heart that has nowhere to release.
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