The popularity of car buying is polarized. The ranking of car buying popularity in November.
[car home Information] In December, 2020, at the end of the year, the series "Car Buying Hotness Ranking" also came to the last issue in 2020. This issue will show you the car buying hotness in the domestic auto market in November. Throughout the whole year, the epidemic has led to the depression of the global automobile market. In the first half of the year, many automobile manufacturers have also adjusted their sales targets this year. However, due to the control of the epidemic situation in China, the domestic auto market has gradually resumed normal transactions in the second half of the year, and people’s desire to buy a car is gradually recovering.
It is worth mentioning that the holding of the auto show is bound to improve the overall heat of the market. In the second half of 2020, the Chengdu Auto Show, the Beijing Auto Show and the Guangzhou Auto Show will be held almost continuously. The three auto shows not only make car companies re-active, but also bring a lot of car buying enthusiasm to the auto market. Then, after the Guangzhou Auto Show in November, what impact did it have on the car buying fever at the end of the year? Let’s walk into this article together.
In the text"car buying fever"Refers to the proportion of sales leads in the corresponding field.Sales leadsIt’s not market sales or web browsing data,It is the number of intentional car purchases made by users through the telephone system in car home.Sales lead is the closest measure to the last purchase of a car by a user, which has important reference and predictive value for the market trend. There will be a delay of several weeks or months from the lead to the order. For example, the lead data in October 2020 will be delayed until November-December 2020, except for the consumption in that month.
● Quickly understand the key points of this article:
1. The holding of the three major auto shows in China has promoted the overall heat of the auto market in the second half of the year;
2. As the year is approaching, the promotion of various brand models will increase, and high-end models will be dominated by consumption;
3.(|) It is expected to overtake Buick GL8 in the MPV list.
● Overall trend: The car buying fever in November was obviously polarized.
In terms of overall trend, there was a phenomenon of two-level differentiation in the overall price range in November. Compared with the overall increase in the price range below 150,000 yuan in November last year, the overall increase this year was the models in the price range above 200,000 yuan. For the phenomenon of the increase in the amount of clues, it must have a certain relationship with each auto show. However, this year, because the sales targets of car companies have been adjusted, by the end of the year, most car companies have already achieved the sales targets corresponding to the volume models, so the preferential margin of low-priced models is not so much, and consumers’ desire to buy cars is also reduced.
In addition, due to the proper control of the epidemic situation in China and the rapid recovery of economic operation, consumers can be said to have saved enough demand and funds for car purchase. In addition, the preferential margin of high-priced models at the end of the year is more than before, so the overall clue volume in November is basically that high-priced models occupy a dominant position in consumption.
● Brand level: The number of clues of Wuling Automobile continues to rise, while the rankings of other brands have changed little.
"Hongguang MINIEV』"
At the brand level, Wuling Automobile, due to the continued popularity of its models such as Hongguang MINIEV and Wuling Capgemini, made the brand’s clues account for more than 40% in November, which is amazing. This also shows that the two civilian models launched by Wuling Automobile have really grasped the pain points of consumers’ demand. Wuling Automobile can be said to have become the "top traffic" in the automobile industry, both in terms of price and vehicle positioning.
"changan uni-k"
The brands in other price ranges were all tepid in January, with no obvious ups and downs. Among the 90,000-120,000 yuan, Changan Automobile successfully beat Nissan to win the second place, which is largely related to the launch of CS75 PLUS, UNI-T and UNI-K.. The range of 120,000-300,000 yuan is still dominated by Volkswagen and Shuangtian, and the ranking changes of other brands are within the normal competition range; In the price range of more than 300,000, the overall growth of major brands is satisfactory.
● Less than 60,000 yuan: Xinbaojun RC-5 has been significantly improved, and Wuling’s macro S3 has greatly increased.
Xinbaojun RC-5
In the range below 60 thousand yuan, the overall trend has increased slightly. From the list of cars and SUVs, it can be seen that due to the continued popularity of Wuling brand, its model products have also attracted more consumers’ attention. The popularity of Xinbaojun RC-5 in cars was only 1.40% in the list in October, but it was directly squeezed into the top five in November with a clue amount of 3.82%. It seems that for the attribute of "station wagon", the purchase intention may be related to the price.
Wuling Hongguang S3′
In terms of SUVs, the proportion of clues of Wuling Hongguang S3 reached 10.23%, an increase of 2.25% compared with October. However, other models have a slight decline, and the proportion of clues in the last five models has not even exceeded 1%. Most consumers are attracted by Wuling Hongguang models, and the proportion of other models correspondingly decreases.
● 60,000-90,000 yuan: The overall popularity of cars has declined, and Changan Auchan X5 has become a dark horse.
"『YARiS L dazzles"
Looking at the cars in the range of 60,000-90,000 yuan, GAC Toyota YARiS L Zhixuan was successfully promoted to the second place. The Guangzhou Auto Show undoubtedly played a great role in promoting the car’s popularity, which also made its ranking jump from the third place in October to the second place. At the same time, the "God Car" Fit also launched a modified version at the Guangzhou Auto Show, which earned enough attention. After the replacement of this model, it ranked first in the car list in this price range.
"Changan Auchan X5"
In terms of SUV, the biggest dark horse model in November belongs to Changan Auchan X5. The appearance of the new car is very young, at the same time, the interior space can be considered very plentiful in the same level, and the relevant configuration can also meet the needs of most consumers, plus the price range of 699-102,900 yuan, which is full of attraction for its consumer groups. Although the overall decline in the SUV list is obvious, the second place in the November list also shows that this model has attracted the attention of many consumers.
● 90,000-120,000 yuan: Sylphy/Corolla momentum has passed, and Haval H6 is enduring.
Toyota corolla
Coming to the range of 90,000-120,000 yuan, this is mainly the price range where compact cars and compact SUVs compete with each other, and it is also the main price range for consumers to buy cars. In November’s car rankings, although Sylphy is still the first in the list, compared with the 9.46% of the clues in October, only 6.93% of them were in November, which is a bit too big. However, the proportion of clues of Corolla models has also decreased to a certain extent, and it failed to keep the second place. Volkswagen LaVida and Bora pursued victory and occupied the second and third places respectively.
"The Third Generation Haval H6"
Looking at SUV models again, Jetta VS5, which was barely on the list in October, fell directly out of the list this month; In addition, the proportion of clues of Song Pro and other models has dropped below 1%. However, Haval H6, which has the title of king of sales volume, continues to strive for the upper reaches, with the clue volume still accounting for 7.71% in November, which is mostly related to the preferential margin after the auto show. Coupled with the strategy of multi-generation sales of Haval H6, more consumers can continue to pay attention to this model.