Bang you visit the shop
Written by | Zeng Wei
Self-confidence is calm, arrogance is willfulness. A word difference, a world of difference.
In the car circle, toyota saina, which was launched at the end of October last year, became such a typical example. As a medium-sized MPV for the North American market, it has been introduced into domestic sales through parallel imports before, and the price is 400,000 to 500,000. Subsequently, GAC Toyota made it domestic, because the starting price was predicted to be around 300,000, and a group of hi on the Internet, a group of "car gods" called out to the real incense.
In the end, it is also true that the domestic Xena listing guidance price was locked at 309,800-405,800 yuan, which was about 100,000 yuan lower than the threshold of the imported version, and some people 'cut Toyota leeks' ideas also emerged.
However, the market's reaction was somewhat unexpected.
The embarrassment of pre-sale one-month orders exceeding 10,000
As soon as the domestic saina was listed, the news of price increases everywhere blossomed. According to different regions, the pick-up time is successive, and the price increase is different, but it is generally between 50,000 and 70,000.
At the same time, the manufacturer did not forget to dedicate a "wonderful transmission", and then announced the "good news" that the pre-sale orders exceeded 10,000 in a month, creating a crazy picture of tens of thousands of people rushing and short supply.
However, in the latest December sales data released by the Association of Passenger Vehicles, the top 15 of the MPV list did not have the name of Xena, which was embarrassing in capital letters.
Another figure that is infinitely close to the truth is even more ruthless – the insurance industry association, in December, the actual number of insurance vehicles in The Sena was only 932 vehicles.
Perhaps because of the strain on his face, Toyota recently said that the wholesale sales of The Sai Na in December were 2791 units.
The fare increase farce has ended, and the pick-up time is one month
In order to understand the latest sales situation of Xena at the market terminal, I recently visited the GAC Toyota 4S store. Taking the Chongqing area as an example, Sai Na has no longer increased its sales, but there is no discount, and the pick-up time is about 1 month. Judging from the current information released on the Internet, this Toyota self-directed and self-acting mark-up farce has gradually ended awkwardly.
▲The picture comes from the Internet*
So, is the price increase strategy at the beginning of Xena's listing the "courage" given by Liang Jingru?
In the past two years, Japanese brands have indeed flourished in China, and Toyota has become a fragrant feast. The mark-up seems to them to have become a routine means. In particular, the nanny God Car Alpha, with a price increase of three or four hundred thousand, has become a common thing. Toyota may think that domestic consumers will also naturally transfer this love for the house and Wu to Sai Na.
But Xena didn't become the second Alpha after all.
Why can't stealing chickens and eroding rice?
At present, there are indeed some special cases in the domestic automobile market, and some "mark-up god cars" have been manufactured. For example, the aforementioned Toyota Alpha, as well as mercedes-Benz Big G, Porsche Palmera and so on. Careful analysis, it is not difficult to find that these cars have several unified characteristics:
First, the world-renowned, original import identity, after all, the forced to have a story to tell.
Second, there is less traffic. In the case of Alpha, the total number of national quotas in a year is only about 5,000 units, and the average is less than 500 units a month. As for the Mercedes-Benz Big G and Porsche Palmera, there are even fewer.
Third, there is no substitute. Looking at the world, Toyota Alpha and Mercedes-Benz Big G are unique leaders in their respective segments, and there are almost no direct competitors in the same level and price point, and "rare things are precious" is vividly reflected in them.
Fourth, over the years, these cars have become "wealth management products" in the second-hand car market, and there is no obstacle to acceptance.
From the above aspects, it is not difficult to understand why the domestic Xena can not be sold at a higher price.
First, it is reasonable that the price of domestic models has dropped compared with imported versions. The guidance price of 309,800-405,800 is reasonable, but if the price increase is 50,000-70,000, it will catch up with the imported version.
At present, Tianjin Port imports Senna cash car is relatively sufficient, the LE version is priced at only 400,000, the XLE is priced at 425,000, and the XSE version is priced at 480,000. If the domestic model is added to the price of the imported version, I am afraid that only when the head is squeezed by the door will I buy the domestic version.
Secondly, Xena shares the platform and power system with its own Highlander, and there is no limit on production capacity and no scarcity. And Highlander, as an SUV that is very popular with the Chinese people, will also control the "rational" price increase at one or two million yuan. Therefore, The price increase of 50,000 or 60,000 yuan at the time of Sai Na is "robbing people".
Third, there are too many competitors in the same level of market, which is probably the biggest reason for Xena's cold.
In the Chinese market, buick GL8 has long been preconceived. If the onshore business class is too business, then the new Lu Zun is now also leaning towards home use. In addition, Kia Kahua, who entered China at about the same time as Xena, is obviously the same family MPV as Xena. The size and size, functional configuration are also very close.
In terms of price, Kia Jawa is more than 20,000 yuan cheaper, and from a practical point of view, it can completely replace Xena. Not to mention the two MPV of Honda Odyssey and Alexon, which are also Japanese, which have a good reputation and are also equipped with hybrid systems. In 2021, honda shuangxiong's average monthly sales will basically remain at 4,000 units, and both will rise.
Finally, to say more, in the 300,000-400,000 price market where Xena is located, consumers are mostly "middle-level elites", which have certain economic strength, but they are also the most calculating group of people. In the midst of so many competitors, it is not difficult to find a product with good quality and good price.
『 Tell me the point of view 』
In terms of product strength alone, objectively speaking, Sai Na is worth affirming. Nearly 5.2 meters long, nearly two meters wide, more than 3 meters wheelbase, in the same class are all big, and according to the author's actual experience on the spot, Xena's interior space advantage is indeed obvious.
Speaking of practicality, the configuration of Xena is also rich enough, especially the storage space and charging equipment are "jaw-dropping". Coupled with its use of a 2.5L gasoline-electric hybrid system, the fuel consumption of this behemoth can be controlled ideally. From a household point of view, Xena is pretty good.
But still the question, a good car must be easy to sell? This clichéd topic is placed in the Chinese market, which has the most complex car buying environment in the world, and the answer is obviously not the only one. So, again, as the old saying goes, no zuo no die! Toyota, don't flutter, sell the car steadily.
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