On January 21, 2022, the China Automobile Dealers Association released the "2021 China Automobile Retention Rate Report", which comprehensively displayed the retention rate of the current circulating models in the Chinese auto market through detailed observation and research on the price data of the domestic automotive industry, and ranked different brands according to different countries and different levels.
It is quite gratifying that the retention rate of Chinese auto brand models has jumped sharply compared with the past, and it has achieved a reversal of American, French and Korean brands in multiple market segments. It is not difficult to see that the strong rise of Chinese car brands in recent years has rewritten the "rules of the game" of the second-hand car market to some extent, and product quality has gradually been recognized by consumers.
In addition, after carefully studying the report, the author found that the retention rate of SAIC Roewe's second-hand models can be described as very eye-catching among many independent brands, and it is in the top position in the ranking of all brands. From the perspective of specific models, the Roewe ei6 MAX won the first place in the plug-in hybrid compact car with a super high one-year retention rate of 74.76%.
With a one-year retention rate of 73.71% and 71.42%, Roewe RX5 ePLUS and Roewe Ei5 respectively, it has come out on top in the two sub-categories of plug-in hybrid compact SUV and pure electric compact car. With a one-year retention rate of 73.58%, Clavi CLEAR also achieved the third place in the pure electric mini car.
The high retention rate of many roewe models inevitably caused the author to think: how is all this done?
Roewe brand power, product strength continues to improve to promote the retention rate of used cars among the best
It should be noted that the so-called "retention rate" is the ratio of the transaction price of the second-hand car to the guidance price of the new car, and is the key indicator to measure the value of the second-hand car. As far as the current second-hand car market is concerned, the retention rate of a model is high and low, which is affected by many factors such as brand recognition, market reputation, model level and supply and demand. However, according to the underlying logic of the second-hand car market, the key to determining the retention rate of a model is nothing more than three major elements: brand influence, model product strength and product reliability.
In terms of brand influence, SAIC Roewe has continued to increase its brand building efforts in recent years, continuously improved the speed of brand development, continuously innovated in team and marketing, and continued to inject new vitality into SAIC Roewe's brand building through the formation of a new young management team, with the novel creativity and imagination of young people, comprehensively promoting brand renewal, and continuously enhancing brand influence. In addition, in terms of marketing methods and expression methods, SAIC Roewe is also striving for change and active innovation, and strives to deeply interact with consumers and empathize with each other through the combination of "National Tide" IP, so that more people can understand Roewe and recognize Roewe.
In addition to enhancing brand influence, the product strength of various models created by SAIC Roewe has also been enjoyed by consumers. In fact, since the establishment of the brand, SAIC Roewe has been adhering to the "user-centric" product development concept, and strives to meet the needs of different users. For example, the newly launched smart fuel vehicle, the new Roewe RX5 MAX, equipped with the industry-leading Roselle intelligent cockpit, takes the lead in bringing users into the era of 3.0 emotional intelligence with the "cultivated AI semantics" that understands users, thinks, and can evolve. The arrival of the new Roewe RX5 MAX not only brings a superior intelligent travel experience to the majority of users, but also has become an indispensable intelligent partner for everyone's daily travel. In addition, as the first choice for travel of the "Happy Family", SAIC Roewe iMAX8 has obtained the G (Excellent) rating certification of 7 sub-items in the 3 major test items of occupants and lay pedestrians in the crash test of ZhongbaoYan, which is significantly ahead of the competitors of the same level of joint ventures and independent brands, refreshing the best record of MPV collisions of Zhongbao Research Institute, and using its own hard strength to dispel the concerns of the Chinese people about the safety of MPV models.
It is worth mentioning that in terms of product quality and product reliability, SAIC Roewe's models also have obvious advantages over the same level of independent and joint venture brand competitors. Relying on the industry-leading "four modernizations and one high" production system and world-class parts cooperation resources, SAIC Roewe has brought high-quality and low-cost car experience to the majority of Chinese consumers, and has also won the trust of more and more consumers. Up to now, SAIC Roewe has won the J.D.Power China Brand Reliability Championship for 5 consecutive years. You know, J.D.Power, as one of the world's most professional market research companies, has always been known for its independence and objectivity, whether in the industry system or in the consumer group, J.D. Power has a high degree of recognition. SAIC Roewe has been recognized by such an authoritative organization for many times, which is undoubtedly the most powerful proof of the reliability of its products!
It is particularly worth mentioning that as early as 2020, SAIC Motor set up a number of official second-hand car certification centers, which played a better role in guiding the transaction price of second-hand vehicles through measures such as repurchasing, certification and resale of value-preserving used cars of its brands. In addition, with intimate services such as vehicle recycling, maintenance, extended warranty, and resale, SAIC Motor has also created a service chain covering the whole life cycle of products for the majority of users, further enhancing the brand image and product retention rate.
It can be said that SAIC Roewe has undoubtedly made its positive brand image more and more popular by creating an excellent product that integrates high quality, high intelligence and high safety for consumers, and its excellent product quality and excellent reliability have also accumulated a good reputation for its majority of consumer groups. In this way, it is not difficult to understand that the retention rate of Roewe models can rank among the best in the second-hand car market.
Understand the needs of users, heavy product quality The growth of the second-hand car market is good for the Roewe brand upwards
As we all know, since 2017, the mainland automobile market has shown an increasingly obvious stock competition trend. The reason is that, in addition to the reduction of the incremental space of the automobile market, it also stems from the fact that consumers' car purchase concepts are becoming more and more mature and rational, from the past non-new cars not to buy, to the current dare to try to buy second-hand cars, which has brought about a gradual slowdown in the growth of new car sales and a steady increase in the growth of second-hand cars.
Just past 2021, the total sales of new cars nationwide were 26.275 million units, an increase of only 3.8% year-on-year, while the trading volume of second-hand cars has reached 17.5851 million units, an increase of 22.62% over last year. It is not difficult to imagine that if this trend continues to develop, the volume of second-hand car transactions will exceed the sales of new cars in the near future.
The so-called arsenic cream of the other, the honey of Ru. In the author's opinion, the long and negative sales data of new cars and used cars means impact and challenge for some car brands, but for car brands such as SAIC Roewe, it means the arrival of new opportunities.
First of all, for those car brands that have long been heavy on marketing and light products, the steady growth of second-hand car sales in the future will only further open the fig leaf of their product quality, expose the problem of "quality hollowing" to everyone, and more and more consumers will also use the banknotes in their hands to make a final vote and clear them out, and the vacated market share will also be occupied by car brands such as SAIC Roewe that rely on "understanding user needs" and "heavy product quality".
In addition, the future of the hot second-hand car market will also form more positive positive for SAIC Roewe - with excellent product reliability, each Roewe car will become a walking "quality postcard" in the second-hand car market, forming a more extensive word-of-mouth marketing with a high retention rate, further promoting the growth of SAIC Roewe's new car sales, forming a greater boost to its breakthrough brand ceiling, and making SAIC Roewe's future brand upward road faster and more stable!