In 2021, domestic cars still have not broken through the 100,000 price mark, which means that a large number of domestic cars survive below the 100,000 horizontal line.
SUV is slightly better than the car, many domestic SUV unit price has been increased to 110,000 or even 120,000, there have been some consumers willing to come up with more than 100,000 budget to choose domestic SUVs, in their cognition, with a budget of 150,000 to buy a domestic SUV, is not a very outrageous thing.
However, buying a domestic car in a hundred thousand is a very outrageous thing.
Domestic cars have always had a big opponent, this opponent makes domestic cars can not even breathe up, that is, cheaper and cheaper joint venture cars, from the perspective of today's entire passenger car market, the price of joint venture SUVs has fallen to about 150,000, and the price of joint venture cars, some of which have taken the lead in falling below 100,000.
150,000 has been able to buy joint venture SUVs such as Oncovier, Explorer, KX5, etc., and it is not a very difficult thing to buy a Langyi, Bora, Xuanyi, and Yinglang with a budget of 100,000.
Cars are not an ordinary consumer goods, for more people, buying a car is necessary to overcome a lot of economic pressure, first-line brands must have more reassuring technology and reliability, which is the first law of consumption in any industry.
Although domestic brands have been making progress in recent years, and have been greatly improved in the field of entry-level products, which can bring more advanced use feelings in terms of reliability, safety, comfort, etc., there is a problem in the end: users do not believe.
Therefore, building brand value is a very difficult thing, which is more difficult than breaking through some technical barriers.
What we see is that the price ceiling of the vast majority of domestic cars is still at 100,000, and if you want to sell more, the price will be 20% or even 30% lower than that of the joint venture car, for example, Langyi sells 100,000, and the emgrand of the same product force can only sell 80,000 at most, and there is a price gap of 20,000 to be accepted.
The joint venture car may not be better than the domestic car, but the price of the joint venture car in the past two years has been too large, and it is too difficult for the domestic car to do the brand up.
Domestic cars must do brand upturned actions. Because, the low price has several key drawbacks that cannot be overcome.
1, the low price brings small room for model expansion, domestic cars can never produce large-size models, because the high cost of large-size models must bring high prices, brand value can not be supported, and high-end model sales are dismal.
And this will also bring inevitable problems: the high-end market will always be in the hands of foreign brands, completely without any cost performance.
2, low prices will also make small profits for enterprises, small profits will reduce employee welfare, research and development investment shrinkage, Chinese enterprises themselves can not do a good benign research and development.
Let Chinese brands make their own money first, so that Chinese brands can have better space to play, which is the key to supporting Chinese brands.
Indeed, the upward road of Chinese brands is difficult, starting from 50,000 to 70,000, 80,000 is a difficult process, some Chinese brands rely on SUV models to break through the bottleneck of 100,000, but the threshold of 150,000 is still difficult to break through, in fact, the main force of China's passenger car market is still in the market of 200,000 or even higher prices.
Looking back, how many Chinese brands sold for 200,000 and succeeded? Most Chinese companies are still mixed up and surviving within 100,000.
Let Chinese brands sell expensive, will see the shadow of Chinese brands in the high-end market, but also let Chinese brands have more profits to make Chinese employees treat better, in order to take out more research and development expenses to invest in new technologies.
Selling expensive is not a good thing in the short term, but for Chinese brands that urgently need to enhance brand value, selling expensive is a good thing.
Therefore, we see that BYD Han, Tank 300, Lynk & Co 09 these models are impacting the new high-end, in order to create a new world of brand value, so that the entire Chinese auto industry, out of the low-price problem.