Recently, relatives in the family have the idea of buying a car, and 51 Jun accompanied him to go around the car dealership, and the older generation in the south generally has a soft spot for Japanese cars, especially the Toyota brand. After understanding, the discount of 24 models of Highlander is 30,000 yuan, and if you consider 23 models, the discount is 60,000 yuan!
This discount is quite reasonable, but it still surprises 51 Jun. The Highlander has just released a new model, and as is usually the case, the price of the Highlander is relatively firm when it is updated, not to mention the price increase as in the past, at least it is not a problem to stabilize the price.
The starting price of the other 24 Highlanders is 249,800 yuan after listing, and the starting price is 229,800 yuan after the official discount at the time of listing, compared with the starting price of 268,800 yuan for the 23 models, the price itself has been reduced a lot, and in the official publicity, the price of the new car is up to 53,000 yuan lower than the old one! (The algorithm is a bit confusing, see you in the comment area if you are interested in expanding it)
But even with such a large price compromise, the Highlander terminal still has to rely on greater discounts to promote sales, which shows that the situation that Toyota is facing today is really not good.
Of course, it is not news that the current sales situation of the joint venture brand is not good, but it seems that the Volkswagen has been greatly affected in recent years, so why has there been a big change in Japan?
In this regard, 51 Jun believes that the price system may reflect certain problems.
In recent years, many members of the public have focused their price wars on the market competition between independent brands, but they don't know that joint venture brands are not inferior in terms of price reduction. Reliable news includes that the starting price of the Camry is less than 140,000, the price of the Accord terminal can even be seen at 130,000, and the BMW i3 is about 190,000 and so on.
In 2020, 51 Jun students bought an Accord 260TURBO luxury version with a guide price of 199,800 yuan, which was less than 20,000 yuan. Now the guide price of the new car is 197,800 yuan, but the preferential price is less than 150,000 yuan!
Like a house, buying up or not buying down has always been a common consumption of consumers. Some people may be curious, now BYD and other brands do not reduce the price of the same, why do some people buy it? 51 Jun understands that it does not mean that only when the price is expensive does someone buy, this is an active price behavior, which means that no matter whether your price rises or falls, it is the result of your active guidance, rather than passive follow-up.
Looking back at Toyota's handling of prices in recent years, whether it is a price increase or a price reduction, it always seems not so straightforward. The ups and downs between big rises and big downs have made consumers complain.
According to the survey, among the many psychological activities that affect consumption, the impact of price perception on consumption accounts for 71%! Exceeding the price system too high, or too low, will make people hesitate. After all, an appropriate discount is called a discount, and an excessively large discount is called a price drop.
In contrast, 51 Jun believes that Volkswagen will do a better job in terms of price system, and no matter how the terminal price changes, the official will always try its best to maintain its price system. At the marketing level, it is rare to see news of serious price fluctuations in Volkswagen.
No matter how cheap the terminal is, as long as the official can always bite the price unchanged, it is worth the money for consumers. No matter what the transaction price of the Sylphy terminal is, as long as Nissan bites the positioning of 150,000 level. Then you will think that you are buying back a 150,000-level product, not 80,000 yuan of "garbage".
A comparison of the recent price strategies of the Highlander and Lanjing can give a more intuitive understanding of the impact of the price strategy. When the 24 Highlander was launched, GAC Toyota emphasized that "the starting price threshold was greatly reduced", and now the starting price is only 229,800 yuan. I don't know what price Highlander is in your mind? In the impression of 51 Jun, there is no more than 300,000 that cannot be lowered.
Therefore, the price of Highlander today is very different from the price in perception!
Recently, Volkswagen has also made a preferential strategy for the Lanjing and launched the Lanjing Mass Enjoyment model, which is priced at 43,000 yuan cheaper than other models! In terms of preferential strength, it is not inferior to Highlander. However, after an in-depth understanding, 51 Jun found that the "Crowd Enjoyment" is not a new model, and even the configuration is exactly the same as the old model! In other words, the so-called new car is just a reason for price reduction.
Returning to the perspective of consumers, the approach of the two brands, Toyota is to bring down the price of Highlander by itself, and Volkswagen is to bring a more entry-level model. I believe that all intelligent readers can feel the difference between the two marketing.
Frankly speaking, the experience of the new generation of Camry, Accord and other car products is good enough, but it is also a reality that they cannot support the past price system. If it's reality, why hide it anymore?
BYD, for example, can tell the public that the price decline is due to the decline in raw material costs and the advantages of supply chain integration. Why can't Toyota clearly tell consumers that the 9th-generation Camry is based on the optimization of the 8th-generation foundation, and the core cost is stabilized, so the price can be cheap.
This may be an unspeakable thing, after all, Toyota has lost all his face when it comes to making small changes and making a small fuss as a replacement. For Toyota, after all, there is still the burden of years of brand accumulation and user influence.
But then again, why hasn't Toyota's faith played a role in this era of rapid change? In this regard, 51 Jun understands that in the psychological activities that affect consumption decisions, feelings and brand loyalty account for 1% each. Oh! In this way, most consumers are still rational.
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Legal adviser
Beijing Weiheng (Fuzhou) Law Firm, Lai Chenglong, lawyer