The more the price is reduced, the more no one buys it! How can large-displacement motorcycles become "industry leftovers"?
About half a year ago, the price of the entire Ducati series collapsed, leading a wave of large-displacement motorcycles to dive rapidly.
The shock has been extended to today, and the most popular Honda motorcycle in the market has also launched a price war, among which the price of Honda CB400X has dropped to about 29,000, which has been reduced by 13,000 from the previous guide price of 42,000 yuan, and directly pulled the price of mainstream 400cc products to less than 30,000.
The price of the previous popular street car CB190 product directly fell below 12,000, and the price reduction reached more than 5,000.
Honda can be said to be the last line of defense in the motorcycle market, before Kawasaki, Yamaha, Ducati, Harley and other brands have made a certain amount of price cuts, and the imbalance between supply and demand has caused a market hoarding reaction.
In order to destock as soon as possible, the dealer will sell the profit.
In the past year, the overall budget of motor vehicle consumers has been compressed, and new energy vehicles with more comprehensive product power in the passenger car market have begun to squeeze the traditional joint venture fuel vehicle market.
The hard demand of the motorcycle market itself is not in the large displacement, in essence, the demand for motorcycles with a displacement of more than 150cc is weak.
What users need more is low-price, economical, and durable small-displacement products that can meet basic needs, such as 100cc and 125cc, which are in extremely high demand and the terminal price is also very stable.
Products over 200cc are not essential consumer products because they have design value and displacement gains.
On the one hand, the price of the battery car is lower, and you can choose different products for 3000 yuan, on the other hand, the battery car is more economical, comfortable and convenient.
Motorcycles survive between battery cars and cars, and the pressure itself is greater, large-displacement motorcycles are basically imported, and there is a higher premium capacity, in order to compete for the high-end motorcycle market, the problem of commercial run is very obvious, so in the context of obvious weakening of consumer demand, squeeze their own profits, is an important direction of large-displacement product competition.
The biggest conflict is that the user groups that can afford to consume large-displacement motorcycles are basically rooted in the first and second tier cities, except for a few cities like Xi'an, most provinces and cities are restricted.
The consumer conflict has always existed, in essence, the market demand for large-displacement motorcycles is not large, but with the younger consumption, more and more large-displacement motorcycles are imported, which has caused the illusion of less supply than demand in the short term, but from the perspective of long-term operation, consumption will definitely return to the essence.
In addition, large-displacement motorcycles themselves have the problem of inflated prices, which are not so much price reductions as value returns.
Taking the Honda CB400 series as an example, although the price in Japan is around 40,000-50,000, and the old domestic models have dropped to less than 30,000, it is difficult for users to accept a non-essential item with a budget of 30,000.
There is also a very obvious problem with large-displacement motorcycles, that is, in the domestic market, the price of cars has been very close, and the consumption gap has been opened up through price reduction, which is also the inevitable result of large-displacement motorcycles being squeezed by the automobile market.
After all, there are very few user groups in China who really need a motorcycle life.