How fast is the iteration of the product of independent brand models, or a model can produce up to several generations, in the current known domestic models, the longest model in the generation is Geely's Emgrand, currently out of the fourth generation of models, followed by Haval H6, currently out of the third generation of models, and Changan CS75 PLUS, Yidong, Trumpchi GS8, GS4 and other models are only out of the second generation of models. Although these models have reached the eighth and tenth generations compared with many joint venture models, such as camry, Civic, Accord, Sonata and other models, the gap is still very large, but after all, it is still inherited in terms of products. However, we can also see that in the field of independent brands, the models that can really come out to the second generation are very few, which means that a large number of models are "generation tour", that is, after the new car has a generation, because of poor sales, they are eager to stop production, directly launch new models to replace these models, so that their new cars are always up to date, including technology, configuration, design and so on.
Such "generation tour" models are still relatively many in domestic cars, including first-line independent brands, such as the Great Wall's VV6, VV7, P8, Haval H7, Haval H8, basically after a generation of hasty production, first-line brands are still so, the second- and third-line independent brands under the dumplings to launch new cars, and like dumplings to stop production of new cars more. Although on the surface, these independent brands continue to rapidly launch new cars, as if they are determined to forge ahead and actively cater to the needs of the market and consumers, but in essence, such an approach is still a harm to the vital interests of consumers!
This reason is actually very simple, that is, these independent brands play "generation tour" at the product level, consumers accidentally buy out-of-print cars, and the results after buying out-of-print cars are still quite serious, especially many consumers who buy domestic cars Have a relatively limited budget. After the first purchase of out-of-print cars, once these models are discontinued, then the supply of many parts has become a problem, and when consumers' cars need to be repaired and maintained, it is a big problem to find the corresponding parts, which is a very big blow to the owner's car experience.
On the other hand, with the new car "generation tour", and become an out-of-print car, which means that the sales of these models themselves are not good, otherwise there will be no next-generation models, so the ownership of these models is relatively small, the amount of ownership is relatively small, in fact, to a large extent, the second-hand car retention rate of these models is suppressed. Coupled with the increased difficulty of repair and maintenance, these out-of-print models want to be sold as second-hand cars, and the discount is still very large. Consumers buy these models and then sell, the loss is still relatively large, especially the above mentioned VV6, H7, H8 this relatively high price model, this situation is even more obvious!
Of course, even if we don't say it, we can obviously feel that the "generation tour" essentially shows that these independent brands are still suspected of speculation at the product launch level, to put it more bluntly, that is, the bear breaks the stick, breaks one and throws one, always in the pursuit of the latest, but ignores the brand effect and results that continuous product updates can bring. Therefore, after many consumers buy these "generation tour" out-of-print models, they can only suffer a dark loss. Therefore, in essence, such behavior is a way to continue to please new users and abandon old users, in our view, this is a typical sense of "one hammer" trading, that is, after consumers buy these models, the follow-up is abandoned!
In our view, independent brands must need to continuously enhance their own product strength to gain the favor of the market and consumers, but the premise must not be to sacrifice the interests of some consumers to cater to another part of the consumer, in fact, if some independent brands have been maintaining the "generation tour" product delivery mode, then all car owners are out-of-print car owners. On the contrary, if independent brands in the product sales are not good, through better service, and in the small, medium-term modification of the model in the continuous update and upgrading, gradually enhance the strength of the product, rather than directly abandon these products, choose to use new models to continue to attract new customers, then for the reputation of independent brands, it is also a kind of enhancement. Because a very simple truth, if consumers buy an out-of-print car in a brand and suffer a dark loss, then the next time they buy the latter for a new car, what are the chances of continuing to buy the brand's models? How far can a car brand go without relying on a certain number of old users to contribute to sales, blindly relying on new customers to increase sales?