58.com Used Car is the leading used car trading/listing data platform in China, with listing data exceeding 14 million in 2020 and a market coverage of >60%. Under the first-hand and real retail end listing and transaction data, 58 Automobile integrates data from multiple dimensions such as brand, car system, price, and region by opening up new and second-hand car data, and conducts cross-analysis of replacement flow directions, so as to conduct in-depth research on the Changan Automobile brand.
Research method: This time only analyzes the narrow passenger car market, all the data rankings in the report have been restricted on the list conditions, and brands and models that do not meet the sample size requirements and sales status will not be considered to have reference value and will not be counted in the list. In addition, the data in this report has certain platform attributes, which are not necessarily completely consistent with the actual market results, but the data trend is highly referenced. (Statistics do not include Hong Kong, Macao and Taiwan)
Sample time: 2021.3-2022.3. This report is mainly based on the data analysis of the automobile market in the past year, helping car companies understand industry trends and trends, so as to provide reference and basis for formulating relevant policies, and provide necessary data support for users' car purchase and replacement decisions.
* New car manufacturer guidance price: unified use of new car manufacturer guidance price, does not include the manufacturer or dealer discounts;
* Sample time: stable embodiment of the recent period;
* The samples of Changan Automobile were collected for Changan Passenger Vehicle, Changan UNI and Changan New Energy.
Chapter 1 Market Overview
The growth of independent brands is obvious, and the penetration rate of new energy continues to rise
After experiencing the double blow of the cold winter of the automobile market and the repeated epidemics, the sales volume of china's automobile market continued to decline. However, from the perspective of market structure, the growth momentum of independent brands is obvious, the market share remains high, and luxury brands squeeze the mainstream joint venture brand space. Among them, new energy models have contributed considerable strength, and the penetration rate of new energy of independent brands has continued to rise, with the penetration rate reaching 46% in March. Affected by factors such as rising oil prices, new energy vehicles will continue to perform strongly, driving the growth of independent brand shares.
An increase of 18.5% year-on-year Changan Automobile has risen strongly
In the fiercely competitive passenger car market, Changan Automobile won the sixth place in the sales ranking in 2021 with a year-on-year increase of 18.5%, and under the weak overall market growth trend, the value content behind the double-digit high year-on-year growth can be seen. Behind the high sales volume is that the potential of Changan Automobile in various market segments is relatively balanced, and each market segment has explosive products that can be hit, and if you want to go further in terms of sales, in addition to continuing to create explosive potential, you should "go hand in hand" in the increase and exchange market.
Changan Automobile has a good degree of attention to the replacement of independent brands The overall market trend of independent brands is promising
Among them, there are many head independent brands such as Great Wall Motors and Changan Automobile, mainly due to the enhancement of the technical quality of independent models in recent years, the initial results of the brand upward strategy, and the improvement of comprehensive competitiveness. Overall, independent brands have more than 30% of the attention in the second-hand car circulation market, the market trend is promising, and the brand can seize the replacement market opportunity to complete the exploration and breakthrough.
Affected by the epidemic in local areas, the boom in the second-hand car market has weakened
In 2022, the transaction volume of the national second-hand car market fluctuated greatly, the first 2 months increased compared with the same period last year, in March, the second-hand car trading volume fell by 15.99% year-on-year, and from January to March, the cumulative transaction volume of used cars in the country was 3.8796 million units, down 1.93% year-on-year. In March, affected by the epidemic factors in some parts of the country, the prosperity of the market weakened significantly, although the impact of the epidemic on the market's passenger flow and transaction volume will continue for a period of time, on the whole, the circulation of the second-hand car market is still on the rise.
Chapter 2: Analysis of Changan Automobile Replacement Flow Direction
Shandong is a large province for Changan automobiles, and the submariners are concentrated in south China/southwest China
From the perspective of Changan Automobile's replacement outflow area, Shandong Province is a large outflow province, mainly because of the geographical location and dense population, the circulation scale of second-hand cars is large, and the second-hand cars in the circulation market of Changan Automobile are mainly low-end, and the "low-end distribution center" headed by Zaozhuang drives the overall transaction. From the perspective of Changan Automobile's replacement inflow area, the distribution of potential customers in South China and Southwest China is relatively concentrated, and the region headed by Sichuan, Chongqing and Guidian has a high degree of attention to brand replacement, and Changan Automobile can focus on deepening the replacement business in these two regions to help sales growth.
Adapting to local conditions/grading layout is the main theme of Changan Automobile's launch
In terms of urban dimension, municipalities directly under the central government and provincial capitals have paid high attention to the replacement of Changan Automobile, and the traffic distribution of Chongqing, Chengdu and Guiyang is higher, which can be focused on layout, and other cities on the list can be mined cooperatively. Changan Automobile's new car sales are still dominated by the third and fourth lines, because Changan Automobile's existing product series is dominated by cost-effective models, which is consistent with the market situation in low-tier cities, and the new car sales in high-tier cities are driven by the restriction and purchase restriction policies. Changan Automobile can focus on new energy products and UNI series in first-tier and new first-tier cities.
Changan Automobile can focus on the replacement and harvesting of old car owners
The original age of the owners of changan automobiles is mainly concentrated in more than 5 years, of which more than 10 years old cars account for more than 40%; the original driving mileage is mainly concentrated in more than 50,000 kilometers, of which 80,000-120,000 kilometers account for nearly 30%. It shows that the original replacement users pay more attention to economic practicality, and for this part of the customer group, it is necessary to increase the replacement policy of the old car and complete the replacement harvest of the old car owner.
Most of the potential customers who replaced Changan Automobile were self-owned brand owners
Changan Automobile users have high brand loyalty, more than 15% of the original owners give priority to this product, indicating that the quality and reputation of Changan Automobile are recognized, and the brand can continue to make efforts to replace customers for this product user, promote the "old for new" of this product, and complete internal upgrading. In addition, SAIC-GM-Wuling, Chery Automobile and other independent brands are the core brand sources of Changan Automobile, and some established joint venture brands such as Changan Ford can also be tracked as key customers, especially its low-cost car sequence, Changan Automobile can exert high-level market and carry out potential customer mining.
Cost performance is the primary advantage of Changan Automobile to attract potential customers
Replace the user's original car series of Changan Automobile, mainly for independent brands and joint venture brands in the low-end products, the price is concentrated below 80,000 yuan, with mini cars, small cars as the main source, the brand can focus on the completion of the transformation of this product. For this part of the key users, Changan Automobile can exert efforts in the range of 80,000-120,000, focusing on the cost-effective advantages of the Yidong family and the CS family, and increasing replacement subsidies.
Changan Automobile's internal conversion rate is high, and the flow to its own brands is obvious
Changan Automobile's original owners pay great attention to this product, the internal conversion rate is high; at the same time, the flow to the independent brand is obvious, and the first 5 of the new car manufacturers concerned by the original owner are from independent brands, indicating that economic and practicality is still the primary factor for replacing users' attention, and the brand can continue to put pressure on the joint venture brand in terms of price, while focusing on intercepting SAIC-GM-Wuling, Geely Automobile, Great Wall Motors and other brands.
Changan Automobile's mainstream is dispersed Xuanyi replacement is the hottest
From the perspective of Changan Automobile's original owner replacement concern for the new car series, Xuanyi's replacement heat is the highest, and far exceeds other car series, because of its excellent quality, reputation, comprehensive cost performance, and the brand can increase the UNI sequence product upgrade policy for users of this product and complete the internal conversion. On the whole, the new cars that Changan Automobile's original car owners are concerned about are not concentrated in a specific brand or market segment, and new energy and joint venture brands have the opportunity to tap.
Changan Automobile's electrification transformation needs to be put on the agenda
From the perspective of changan automobile's replacement inflow, traditional fuel vehicles occupy an absolute advantage, according to the existing product planning, this year's 36 new product upgrades will cover the replacement needs of various market segments; from the replacement outflow of Changan Automobile, 10% of the original users have chosen new energy products for new cars, the current Changan Automobile new energy sequence only runs E-star, Yidong new energy and E-pro three products, with Avita as the leader of the high-end electric vehicle and Changan deep blue brand C385EV, The C673EV model is on the agenda.
Changan Automobile's diversified and differentiated layout needs to be accelerated
Changan Automobile's original owners mainly flow to their own brands and Japanese brands, accounting for more than 85% of the two, of which independent brands accounted for 62.92%, combined with the above Changan Automobile original owners of the new car manufacturer flow, with Geely Automobile, Great Wall Motors and Chery Automobile led by their own brands have been building a multi-brand matrix, through brand operation, to attract various types of subdivisions. Changan has now begun to optimize the brand strategy and positioning of Changan UNI, Changan Passenger Vehicle, Auchan and Kaicheng, but the diversified and differentiated layout needs to be accelerated.
Compact cars and small/compact SUVs are changan automobile's future focus
Changan Automobile attracts the influx of products from various market segments, of which compact market inflow accounts for the highest proportion, mainly due to the large user base at this level. Changan Automobile's customer outflow is mainly concentrated in the three market segments of compact cars, small SUVs and compact SUVs, accounting for more than 65%, and the brand can increase the progress of product replacement in this field and extend the customer base.
Economics and practicality are the primary factors for the original owners of Changan Automobile to buy a car
From the perspective of the price distribution of the target model of the original owner of Changan Automobile, the price range below 150,000 yuan is still the first frontier, of which the 5-100,000 yuan range accounts for the highest proportion, reaching 47.52%, and most of the existing products of the brand are included in this range, which can provide a variety of choices for replacement users. This range replacement user pays more attention to economic practicality, and can provide better subsidies in market terminals and replacement policies to achieve customer acquisition.
Yidong PLUS/Changan CS75/Ben E-star replacement heat is high
The replacement heat of Changan Automobile series is distributed in a trapezoidal shape, of which the first echelon is dominated by Yidong PLUS, Changan CS75 and Ben E-star, and the second echelon is Changan CS55 PLUS, Changan CS55, Changan CS35 and Changan CS75 PLUS, and the products led by UNI-K lead the remaining car series to complete the third echelon layout. Changan Automobile can grade the replacement of customers to promote the internal upgrading of this product.
Chapter Three: The Flow of Key Models of Changan Automobile
Yidong PLUS potential passengers move east the demand of fourth-tier cities to be released
Yidong PLUS's potential passenger group gradually moved to the east, of which Shandong Province led the province with a proportion of 14.08%, Changan Automobile can increase the province's Yidong PLUS product launch, especially to increase the proportion of Yidong PLUS in Dezhou, Liaocheng, Jining, Binzhou four cities to achieve the conversion of potential passengers. In terms of urban dimension, the transfer of new car sales to fourth-tier cities can be used as a key market for product addition.
The lower original model is the main replacement source for the Yidong PLUS
On the whole, the main replacement source of Yidong PLUS is composed of models with lower original values, and there is no shortage of national MPVs such as Ono and Wuling Hongguang, whose average age is concentrated in about 7-8 years, and Changan Automobile can focus on intercepting the models on the list of age ranges. Xuanyi is the preferred car series for the original owners of Yidong PLUS, combined with the existing price and level of Xuanyi, the brand can track and recommend Changan UNI-V for the original Yidong PLUS owners to improve the conversion rate of this product.
Compact cars/compact SUVs are the main flow directions for the original owners of the Yidong PLUS
The original owners of the inflow of Yidong PLUS should be mainly compact and below, and this part of the customer group pays more attention to cost performance, and the dual strength of the Yidong family can basically achieve the coverage of this level. Yidong PLUS owners mainly flow to compact cars and compact SUVs, the target price is concentrated in 50,000-150,000 yuan, the brand can make corresponding adjustments according to the flow of the model, such as increasing the number of compact cars, for the owners of this product to replace there are more choices.
Changan CS75 PLUS new car sales shifted to the High Line
Changan CS75 PLUS potential passengers are closer to North China, subdivided into the urban dimension, Beijing leads the city list with a large advantage, and Changan Automobile can focus on intercepting self-owned brand owners with low original value in this region. Overall, Changan CS75 PLUS new car sales to the high line, of which the distribution of third-tier cities accounted for 22.59%, the brand can focus on the layout of the product in third-tier cities.
Changan CS75 PLUS flows to the mainstream models of the joint venture brand
From the perspective of changan CS75 PLUS replacement into the car series, there is no shortage of mainstream models of joint venture brands, of which SUV sequence accounts for half of the total, and the comprehensive age distribution is 6-7 years, Changan Automobile can focus on tracking the models on the list, and optimize and target friendly policies for the replacement of this product. Changan CS75 PLUS flows to the mainstream models of joint venture brands, of which Honda products are on the list of 3 seats, and Changan Automobile needs to strengthen the strategic layout of the brand and strengthen the competitiveness of UNI series products.
The SUV sequence is the main flow direction of Changan CS75 PLUS
Changan CS75 PLUS flow is relatively scattered, each market segment is involved, of which compact cars, compact SUVs and small SUVs are the main market flows, Changan Automobile can increase the promotion of UNI series, and promote the internal upgrading and conversion of this product. From the perspective of the target price of Changan CS75 PLUS car owners, the proportion of less than 50,000 yuan is 35.29%, and the brand can exert efforts at the level of new energy scooters.
New first-tier cities are growing faster The development of Chang'an UNI-K is in line with expectations
The Changan UNI-K submarine group as a whole has moved to new first-tier cities, including Chongqing, Changsha, Chengdu, etc., of which Sichuan Province slightly leads Guizhou Province with a proportion of 7.91%. Since Changan UNI-K focuses on youthful and trendy positioning, Changan Automobile can increase its product launch in new first-tier cities, which is in line with the development trend of new first-tier cities in recent years.
The main replacement source for the UNI-K is the lower-original compact car/compact SUV
Overall, the main replacement source of Changan UNI-K is the lower-priced compact car/compact SUV, whose average age is 6-7 years, and Changan Automobile can focus on intercepting the models on the list in this age range. In addition, the proportion of UNI-K replaced by other models under Changan is also relatively high, which shows that user loyalty is high, and the brand can provide the original owner's favorable replacement policy, enhance humanistic care, and achieve user closed-loop.
Compact cars/compact SUVs are the main flow directions for UNI-K original owners
The overall target price of Changan UNI-K is concentrated in the range of 50,000-150,000 yuan, and the main flow direction of the original owners is compact cars/compact SUVs, and the replacement of UNI-K is also a compact car/compact SUV, which proves that this part of the customer group pays more attention to practicality and cost performance. In addition, the proportion of the mainstream of original cars to the small SUV market is relatively high, and brands can launch more products of this level according to the situation.
The attention of The E-Star Beijing area has increased significantly, and there is still room for growth in the new first-tier cities
The cities where the Ben E-Star potential group is located have changed less, mainly concentrated in Shandong, Henan, Jiangsu and other places, of which Shandong ranks first with a proportion of 12.9%, and the main consumer groups are concentrated in third-tier cities. However, this year's attention growth of E-Star in Beijing is very obvious, which shows that the car still has a large growth space in first-tier/new first-tier cities, and the brand can increase its investment according to the situation.
The Peen Ben E-Star submarine passenger car has a clear goal and high user loyalty
On the whole, the main replacement source of The Ben E-Star is the mini car, which shows that the car demand of this user group is relatively clear. The average age of the replacement model is 9-10 years, and the average mileage is 70,000-80,000 kilometers. In addition, the proportion of the original owner who continues to choose The Ben E-Star when replacing again is higher, reaching 13.35%, which shows that the user loyalty of the car is also high, and the brand can optimize the product in real time according to the situation.
The sedan market is still the main flow of original owners of the Ben E-Star
The target price of the original owner of the Ben Ben E-Star is concentrated below 100,000 yuan as a whole, and more attention is paid to the vehicle's transportation tool attributes and cost performance. Among them, the original owners mainly concentrated in the car market, mainly mini cars and compact cars. Brands can recommend similar models of Changan Automobile according to the situation to improve the brand conversion rate. The replacement rate of compact cars/medium-sized cars/MPVs is high, which shows that this customer group has a clear demand for vehicle use.
Chapter 4 Competitive Replacement Flow Analysis
Geely automobile replacement flow to manufacturers
From the perspective of geely automobile's replacement flow, saic and GM-Wuling, Changan Automobile, BYD and Chery Automobile's four head independent brands have all been listed before and after the replacement, and the competition between independent brands has begun to heat up. Changan Automobile can implement a price exploration strategy for the original key users of its own brands, and at the same time do a good job in tracking the users of this product and be vigilant against the plundering of competitors.
Chery Automobile's replacement flow is distributed to manufacturers
Judging from the replacement outflow of Chery Automobile, its overall user loyalty is average, and more of the original car mainstream is THE BRAND of SAIC-GM-Wuling, Changan Automobile and Geely Automobile, and Changan Automobile can focus on intercepting the brand and extending the customer base. Among the replacement sources of Chery Automobile, Changan Automobile owners accounted for 3.45%, and Changan Automobile needs to do a good job of customer marketing at the same time to avoid the loss of customer groups.
Great Wall Motor's replacement flow to manufacturers
The distribution of replacement sources of Great Wall Motors is relatively scattered, Haval Automobile, SAIC-GM-Wuling and Changan Automobile are the main sources of independent brands, FAW-Volkswagen, SAIC Volkswagen and other mainstream joint venture brands are also on the list, Changan Automobile can focus on the extension of the replacement crowd, compete for the replacement swing traffic of competitors, strive to harvest the replacement customer group, and complete the dual-pronged approach of key replacement crowds and extended replacement crowds.
Chapter 5 Summary and Revelation
Summary and inspiration
South China/Southwest China: From the perspective of Changan Automobile's replacement inflow area, the distribution of potential customers in South China and Southwest China is relatively concentrated, and the region led by Sichuan-Chongqing-Guidian has a high degree of attention to brand replacement, and Changan Automobile can focus on deepening the replacement business in these two regions to help sales growth.
Independent brands: SAIC-GM-Wuling, Chery Automobile and other independent brands are the core brand sources of Changan Automobile, which can be tracked as key customers, especially its low-cost car sequence, changan automobile can exert high-level market and carry out potential customer mining.
New energy products: 10% of the original users of Changan Automobile have chosen new energy products for new cars, referring to the existing product sequence of the brand, as well as the overall development trend of China's automobile market, and the matrix of new energy products led by Changan Deep Blue needs to be introduced to the market.
Brand operation: Changan Automobile's main competitors, Geely Automobile, Great Wall Motor and Chery Automobile, are building a multi-brand matrix to attract various segments of the population through brand operation. Changan has now begun to optimize the brand strategy and positioning of Changan UNI, Changan Passenger Vehicle, Auchan and Kaicheng, but the diversified and differentiated layout needs to be accelerated.
suggestion
Purchase new crowd interception: Aim at the interception of independent brands, focus on Geely Automobile, Chery Automobile and Great Wall Motors, bundle interception, and broaden Changan Automobile's own traffic pool. Focus on the user tracking of SAIC-GM Buick, SAIC-GM Chevrolet, Dongfeng Nissan and SAIC Volkswagen users and convert them into users of this product.
Replacement crowd interception: The old owners of this product, the owners of low-end cars of independent brands are the key replacement groups, for this part of the key users, Changan Automobile can exert efforts in the range of 80,000-120,000, focusing on the cost-effective advantages of the Yidong family and the CS family, and increasing the replacement subsidies.
Hierarchical management + favorable policies: For the key models of this product, it is necessary to carry out hierarchical management, put it according to local conditions, and increase the replacement policy of this product, and complete the internal transformation of low-end products to high-level products of this product.
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