Learn the intensive cultivation of Taiwan's auto market: work slowly and carefully

Last week, the sales data of the auto market in September announced that the total sales volume was 1.6616 million units, an increase of 5.52% year-on-year, of which the sales of passenger vehicles reached 1,129,500 units, an increase of 8.79% year-on-year. Although there has been a slight increase in the performance of the downturn in the past eight months, the apparent “golden, nine, silver and ten” situation did not appear in the past, and the slowdown in growth from the beginning of the year has not been fundamentally reversed.

The explosive growth of this round of auto markets that began in 2004 has gradually returned to the rational category. Although most manufacturers will still be able to complete sales targets set at the beginning of this year, with the introduction of consumer release and favorable policies that have been accumulated in the first half of the year in major cities such as Beijing, sales pressure will also be reduced in the second half of the year, but we must also realize that the market situation The change has become inevitable, and steady growth has placed higher demands on manufacturers.

Under the great leap-forward development trend, the effect of rising water prices has caused many manufacturers to lack the incentive to refine their operations. Conservativeness and extensiveness have become a widespread problem in the industry. First, the innovation of products and business models has almost disappeared in the Chinese auto industry. From the beginning of last year to the end of August this year, there have been 87 models of domestic passenger car market. According to the data statistics of the Ministry of Public Security, only 28 models sold more than the average sales volume of domestic passenger vehicles, and the remaining 59 models have more or less unsalable sales, and the number one high sales ranking has always been those old faces. This reflects the lack of effective driving force in the creation and marketing of new products and new brands.

Second, even attempts to channel innovation such as sub-sales sales have gradually been replaced by peaceful, conservative strategies, because in the past, even if you stick to conventions and you can casually achieve double-digit growth, in contrast, operators are obviously reluctant to go. Bear the risk of changing the inherent rules.

However, the era of the average profit that can be soared from the market as a whole through the inaction of non-government is no longer a thing of the past. To get a share in ever-smaller increments, it is necessary to break this solid cement wall. . The product needs a more positive attitude, and it is closer to the consumers and the market from the initial stage of research and development, and can be targeted in the later marketing. It is necessary to learn from the spirit of intensive farming in the Taiwan market. In that relatively closed market environment, the fixed sales volume of 500,000-600,000 vehicles each year requires each brand to refine its work to the utmost. From production, promotion, sales to after-sales service, every link reflects standards and meticulousness. The management, innovative ideas and business model are the core driving forces for the development of the company.

Slowing down is not a bad thing. The way to work slowly and slowly will inevitably teach Chinese auto makers how to seek space for development in the fierce competition. At the same time, Chinese consumers will also get better products and services.