In 2015, Chinese brand auto companies performed well in the Chinese market, and their market share continued to rise. Then the question comes: When Chinese brands continue to improve their brand image and market share, which foreign brand will be the first Chinese opponent and conquered?
The answer is the Korean brand.
I. Growth rate is very different According to the statistical analysis of China Association of Automobile Manufacturers, in June 2015, Chinese brand passenger cars sold a total of 570,800 units, down 0.13% year-on-year, accounting for 37.77% of the total sales of passenger vehicles. Drop by 1.57 percentage points.
In May 2015, the sales of Chinese brand passenger cars totaled 633,100 units, an increase of 8.20% year-on-year, accounting for 39.34% of the total sales of passenger vehicles. The occupancy rate decreased by 1.79 percentage points from the previous month and increased by 2.55 percentage points over the same period of the previous year. .
In April 2015, the sales of Chinese brand passenger vehicles totaled 686,400 units, a year-on-year increase of 14.30%, accounting for 41.13% of the total sales of passenger vehicles. The occupancy rate decreased by 2.67 percentage points from the previous month and increased by 3.81 percentage points over the same period of the previous year. .
In March 2015, a total of 819,200 Chinese brand passenger cars were sold, up 21.25% year-on-year, accounting for 43.80% of the total sales of passenger cars. The occupancy rate increased by 0.47 percentage points from the previous month and increased by 4.29 percentage points over the same period of the previous year. .
In June 2015, the Korean sales of 97,700 units accounted for 6.46% of the total sales of passenger vehicles. It is 29.05% lower than last year's 137,700 units.
In May 2015, the sales of Korean passenger cars were 12,900, accounting for 8.02% of the total sales of passenger cars. Compared with last year's 141,100 vehicles, it fell by 9.85%.
In April 2015, the sales of Korean passenger cars were 146,200 units, accounting for 8.76% of the total sales of passenger cars. Compared with last year's 142,700 vehicles, it increased by 2.45%.
In March 2015, the sales of Korean passenger cars were 162,500 units, accounting for 8.69% of the total sales of passenger cars. Compared with last year's 147,500 vehicles, it increased by 10.17%.
According to the statistical analysis of China Association of Automobile Manufacturers, in 2014, the sales of Chinese brand passenger cars totaled 7,573,300 units, a year-on-year increase of 4.10%, accounting for 38.44% of the total sales of passenger vehicles. The occupancy rate decreased by 2.14 percentage points over the same period of the previous year. The sales of Korean passenger cars were 1,766,100 units, accounting for 8.96% of the total sales of passenger cars. Compared with the 1,577,500 vehicles in 2013, it has increased by 12%.
Second, the competition of mainstream car companies Take Changan Automobile and Hyundai Motor's performance in the Chinese market as an example.
Among the entire self-owned brands, in the first half of 2015, Changan Automobile won the first place with a 45.9% increase and 522,000 units, and ranked fourth in the entire passenger vehicle market. Its sales of Onofrio, Yidong, Changan CS35 and Changan CS75 are all over 80,000 units, which is the main contributor to its sales, with a total contribution of 70%.
Beijing Hyundai, sales in the first half of this year fell 7.7% year-on-year to 510,200 units, ranking to sixth.
From the market performance of each month in 2015:
In May, Changan Automobile sales reached 76,488 units, an increase of 35.6% year-on-year; cumulative sales in the first five months of this year reached 454,299 units, an increase of more than half (50.6%).
Look at modern cars. In May 2015, Beijing Hyundai Motor sold 80,022 vehicles, down 12.1% year-on-year.
In April 2015, Changan Automobile sold 74,454 vehicles, up 40.4% year-on-year; Hyundai Motor sold 90,288 vehicles, down 0.8% year-on-year.
In the first quarter of 2015, Changan Automobile sold 306,600 units, a year-on-year increase of 57.8%; Beijing Hyundai sold 279,900 units, a year-on-year increase of -1.5%.
It can be seen that compared with Beijing Hyundai, Changan Automobile has experienced a state of disarray. After Changan Automobile exceeded Beijing Hyundai in the first quarter of 2015, it was surpassed by Beijing Hyundai in April and May. However, from the overall performance of the market in the first half of 2015, Changan Automobile is slightly better than Beijing Hyundai.
It should be noted that Changan Automobile's market sales are relatively balanced in terms of product structure. Not only the high-speed SUV products in the market have outstanding performance, but also have a good performance in the relatively weak car market of Chinese brands.
Third, the competition of 20 major models To understand the strength of a brand, the number of two brands in the top models in the rankings can also reflect some future trends.
First look at the car market:
In June 2015, in the car sales rankings, neither the Chinese brand nor the Hyundai-Kia brand in Korea entered the top ten. Among the top 20 models, the Chinese brand and the Hyundai Group each have a model, which is the 15th Changan Yidong, which sold 14,277 vehicles. And the 16th ranked modern mobile, selling 13,382 vehicles.
In May 2015, the Korean brand Beijing Hyundai Lang ranked fifth with sales of 22,701 vehicles. In addition, Kia K3 ranked 20th and sold 12,364 vehicles. Chinese brands have two models in the top 20, of which Chang'an Yiteng ranked 11th, selling 16,106, Geely Emgrand EC7 ranked 14th, selling 13729.
In April 2015, the Korean brand had three models in the top 20, of which Hyundai Lang ranked fifth and sold 23,613. Hyundai Rena is ranked 10th, with 19,092 units sold, and Kia K2 ranked 18th with 13,864 units.
Chinese brands have two finalists, including Geely Emgrand EC7 ranked 14th, selling 15,230 units, Changan Yiteng ranked 19th, selling 13,758 units.
The ups and downs of Chinese brands and Korean brands in the sedan market in the second quarter of 2015 indicate that the position of Korean brands is declining and Chinese brands are on the rise.
Let's look at the SUV market:
In June 2015, none of the Korean brands entered the top 20 sales charts, and the Chinese brands had eight models.
In May 2015, the Korean brand had a model finalist, namely the ix25 of the modern brand, ranking 19th. Chinese brands have 10 models finalists, only the Zotye T600 ranks lower than the modern ix25, ranking 20th.
In April 2015, the Korean brand still had only one model, namely the Hyundai ix25 was ranked in the top 20 list, ranking 19th. Chinese brands have 10 models finalists.
From the performance of the SUV market in the second quarter, Chinese brands have an overwhelming advantage.
Fourth, the Korean brand is relatively weak In the current foreign brands in the Chinese market, the weakest is undoubtedly the legal brand. Although the market performance of French brands has improved in recent years, it is still at the very end. Moreover, the French brand itself is more than just a European brand, and its performance in markets other than the Chinese market is not particularly prominent.
Moreover, one of the major shareholders of Peugeot Citroé¾™n is the Dongfeng Motor in the Chinese brand. This gives the legal brand a certain capital will of the Chinese brand.
Therefore, legal brands do not pose an inevitable obstacle to the growth of Chinese brands.
Korean brands are the weakest link including the German, Japanese and American.
Compared with German, Japanese, and American, the weakness of Korean brands is:
The number of Korean-branded auto companies is relatively small. Relatively speaking, only the Hyundai and Kia brands within Hyundai Motor Group have outstanding performance.
Korean brands have the shortest development history and are latecomers.
The brand value and image of Korean brands still belong to a relatively low level in the Chinese market.
Undoubtedly, if Chinese brands want to break through in the world market, they must make breakthroughs in the Chinese market. In the Chinese market, Korean brands that are relatively weak relative to the brand will be the first foreign brands to be conquered by Chinese brands.
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