reborn industrial empire

Jin Xiaoqiang is now starting to work on the issue of market segmentation, which can be considered as a precautionary measure. As a person who has experienced it, Jin Xiaoqiang knows that in the future automobile era, as an automobile manufacturer, customers must buy whatever products you want to produce.

Times, these days are over.

With the rapid changes in the world structure, especially the rapid changes in the distribution of personal wealth, the era of market segmentation has arrived.

The most important manifestation of this market segmentation node is that starting in 2007, after 2008, due to the impact of the financial crisis and the rise in world oil prices, many European and American consumers had to change their

car usage habits.

As a result, the market demand for cars has begun to change. In this era, whoever can seize the market will become the new generation king in this ever-changing reshuffle.

However, General Motors and Chrysler, which stuck to their own laurels, always held on to the American spirit, and insisted on manufacturing large-displacement engines, eventually collapsed.

In fact, for many car manufacturers, everyone has already experienced the signs of market segmentation. However, in this season, there are really not many companies that can take this matter seriously.

.

Everyone was late to this trend until two years after the outbreak of the financial crisis. With the market share sluggish and depressed, major manufacturers were actively looking for breakthroughs in their respective sales. This new definition of the automobile market

, market segmentation has only attracted people's attention.

And from that time on, major automobile manufacturers began to continuously make various configurations on different models of their own to meet the needs of consumers with various needs.

As a person from later generations, Jin Xiaoqiang knows this very well.

However, at present, in this upcoming big market era, there are really not many people who can really pay attention to such market segmentation principles, and there are not many people who really understand this concept.

For Jin Xiaoqiang, this concept is actually extremely simple and clear, that is, to launch new models and then configure the new models with different levels.

And this configuration should provide various levels and widen the price gap as much as possible, so that more consumers can have more choices.

Brother, for example, it is the end of 2006, and the current car market is like this. For example, Huayang Power. The Eado model they launched has the following configurations.

The lowest-end entry version starts at 155,800 yuan, and this entry-level model is a 2.0L dvvt manual transmission model.

The second model is a 2.0t 6-speed automatic model. The third model is their top configuration, a 2.4t 6-speed manual model.

There are only three models in total, which are similar to other mainstream mid-range car brands currently on the market. The prices and configuration systems of Passat, Camry, Accord and other models are all the same.

The configurations of the three cars are different, and the price ranges are also very different. Basically, the price difference is between 15,000 and 20,000. When faced with such models, consumers do not have many choices and can only choose according to the price.

Make your choice based on your own preferences.

However, this has discouraged many consumers who are not very wealthy but are confused about the car model.

However, this group of consumers is still a minority these days. From 2006 to 2007, the country can be said to be in an explosive period of economic growth. White-collar workers or elites in many cities are using various means to

To obtain their respective wealth by various means.

Especially this year, it happens to be the year when the Chinese stock market explodes. Many consumers have benefited from the stock market, so they have money to spend on buying cars.

As for cars, these consumers who have just entered the car market are not very mature in their understanding of cars. When people choose a car, what they like is not the configuration, but most of it is related to the appearance of the car, beautiful appearance and market reputation.

Okay, that's it then.

So at this stage, despite repeated cultivation by Huayang Power and Autohome.com, many domestic consumers are still relatively blind, and the car culture is still not too mature.

In the original history, these two years were also the time when Japanese and Korean cars became very popular. In these two years, especially Japanese car sales, they climbed to the peak year after year.

Even domestically produced cars have been in a state of booming production and sales. During this period, until 2011, the Chinese automobile industry has been in a period of explosive growth, with annual automobile sales growth exceeding 100%.

of twenty.

But for this 20% growth, anyone who is an insider in the automobile industry knows very well how it grows.

In the first two years, such as 2006 and 2007, these two years were purely due to the dividends received by everyone due to the Chinese stock market explosion in 2006. After the wealth of the entire society was redistributed, people had

They had money, so they began to improve their quality of life on a large scale. In response to this demand, car sales began to skyrocket.

But most of the car consumers at this time are irrational. Everyone's concept of cars is beauty, brand and reputation!

Therefore, various manufacturers in China have achieved good sales results during this period.

But when the time entered after 2008, when the global financial crisis triggered by the United States really began to spread to China, China's domestic car market began to fall into a panic. The beginning of the year was not very good.

Life is not easy for everyone, and for about a year, the market has been in a consolidation period. Everyone is waiting and watching to see if the country will rescue the market. During this period, car consumption has also begun to slowly decline.

return to rationality.

Car consumers also slowly began to understand car knowledge. When buying cars, their needs began to become more diversified. At this time, many smart manufacturers began to smell the signs and began the initial market segmentation.

At the same pace, we constantly make adjustments to our products.

And it was not until the end of the year that the country announced a new generation of support policies for the automobile market. This allowed China's automobile market to flourish again for two years.

And it was in the two years of 2009 and 2010 that car manufacturers in the Chinese automobile industry began to improve their market segmentation pace.

For example, a product of a certain brand can actually be produced in five to six different configurations, with prices ranging from 130,000 to 180,000.

Such adjustments satisfy and cover the needs of most consumers with different tastes.

For example, Ford's Focus model, the sales champion of later generations of compact cars, is a compact car. It has a rear suspension that is not available in cars of the same class, as well as a standard esp system for the entire series.

This has already put them one step ahead of all their opponents at the same level.

Then they went from the 1.6l manual model, to the 1.6 automatic model, to the 1.8 manual, then to the 1.8 automatic, then to the 2.0t, plus hatchbacks, sedans and other different models. They just made one product,

Almost ten products have been made.

Price coverage has always started from 100,000 yuan and has been covered to a cap of more than 180,000 yuan, which is a quite large price coverage range.

However, it is precisely this kind of market segmentation that allowed this car to always be the best in sales that year, firmly occupying the top spot in the sales of compact models. The monthly market sales of that year could reach 30,000.

For many vehicles, this is still a very bad year for the market prospects.

While other companies are still fighting hard for market share in the market, Ford has already established a firm foothold in the market and made enough money with this car.

This shows the power of market segmentation, and this is precisely because they have a good understanding of consumer psychology.

Because by that era, consumers were already quite rational and cautious about buying cars, and most consumers already knew the purpose of buying a car before buying it.

For example, a consumer lives in an urban area and the main purpose of buying a car is to commute to and from work and to have fun in the suburbs on weekends. Moreover, he also pays more attention to driving safety and the so-called driving pleasure.

Then he made it clear that the car he wanted to buy must have an esp system for safety, and for driving pleasure, it must have rear-wheel independent suspension. These alone have eliminated most of the models.

Then considering the fuel consumption, his car must be less than 2.0l, so the displacement of 1.6l is the best. Manual and automatic completely depends on the price, or personal preference, etc. After such careful screening, he

The only choice left is the Ford Focus.

And this was exactly what made Ford Focus so famous in the market back then. Compared with Volkswagen, it was more affordable. Compared with domestically produced cars, it had brand advantages and technical advantages. Compared with Japanese and Korean cars,

It’s not even necessary to mention that the thin-skinned Japanese and Korean cars in front of him are no match at all.

Compared with other compact cars, it has rear suspension, esp, and its starting price is only over 100,000, so it is not expensive.

As for its high-end models with a price of more than 150,000 yuan, some people say that this is already the entry price of a mid-level car. Why not buy a mid-level car?

But if you study carefully, you will find that most mid-level cars at this price are entry-level, and many of them are not even equipped with ESP. And even if they are equipped with ESP, so what?

Most mid-size cars at this level have a displacement of 2.0L without any special technology, so with the size and weight of their mid-size cars, the fuel consumption really shouldn't be too high...

In the end, as long as you are a rational consumer, after such a comparison, you will find that buying this car is the most suitable!

And this is exactly the power of market segmentation, that is to say, car manufacturers directly ask consumers to further segment the models they want to buy, so as to satisfy consumers with various tastes.

In this way, their products will be more easily accepted by consumers in terms of configuration.

What Jin Xiaoqiang has to do now is to plan ahead in terms of market segmentation and strike first to gain the upper hand!

At present, in the domestic automobile market, Huayang Power is unique and firmly occupies the top position in market share. However, Jin Xiaoqiang knows that after the financial crisis spreads to China next year, what impact will it have on China's automobile market?

How big is it.

The financial crisis only affects the poor, but for those who are really rich, except for a few unlucky ones, the impact is really not that big. Those rich people just drink and dance and have girls.

The second wife continues to soak.

When these people buy a car, they will not consider domestic cars at all, especially the nouveau riche. They prefer foreign luxury cars that can bring them face, status, and status.

This was the case in my previous life. When the financial crisis was at its worst, neither domestically produced nor low-end cars could be sold in the market. However, the sales of luxury and high-end cars were not affected at all and they were still hot sellers in the market.

Therefore, if you really wait until that time to make adjustments to your products, it will be too late. It is better to start planning now and prepare for a rainy day.

This Beijing Auto Show is a testing point for Jin Xiaoqiang. At this Beijing Auto Show, what he plans to grandly launch is the k3 designed by Peter Reicher himself.

And this k3 will also be the vanguard of Huayang Power's market segmentation. It will be a model starting from 110,000 and ending at 168,000, covering 1.6L manual, 1.8 automatic, and then

2.0l is the most high-end, and there are about ten different levels of products in total.

Moreover, launched at the same time as him, there are also subdivided models of the Yuedong brand, and they are also divided into about ten products of different levels.

There is also Octavia. This time they have also made some corresponding adjustments to the low-end model of Octavia. They have also added a lot of changes in configuration, starting to make this car officially embark on the road of segmentation.

All these actions may not seem very impressive at this time, but two years later, when the financial crisis really comes and when consumers’ heated minds begin to cool down, you will see

The power of this market segmentation system is revealed.

The early bird catches the worm!

Market segmentation is not only reflected in the multiple variations of one model, but also in the fact that your products can be launched in different competing varieties. Eado and K series are two examples.

In this regard, Jin Xiaoqiang copied the concept of Koreans who were very successful in later generations. I launched two brands. These two brands are about the same in terms of powertrain, but they have their own advantages in appearance. This way, there will be more consumers.

Made a choice...

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