According to statistics compiled by Gasgoo.com on the statistics published by the Federation of Travel Unions, the competitive pattern between its own brand Troika, Chery, Geely and BYD is changing. In the first quarter of this year, Chery achieved sales of 168,630 units, a year-on-year increase of 13.4%, slightly higher than the overall increase of 13.3% in the passenger car market; BYD achieved sales of 118,602 units, which was a sales increase of 163,528 units compared to the same period last year. The decline rate reached 27.5% (among which decreased by 41.5% YoY in March); Geely's sales in the first quarter approached BYD, reaching 116,826 units, a year-on-year increase of 5.6%.
In 2010, Chery continued to lead with 617,974 units of sales, followed by BYD with 519,806 units, and Geely with 411,416 units. The sales growth of the three companies last year was 27.6%, 15.9% and 26.5% respectively. Combined with the sales performance of the end market in the first quarter, Geely’s expectations over BYD were stronger. In the following, we will analyze each of the three companies' more specific market performances.
In terms of models, Fengyun 2 achieved a 41% increase in the first quarter, which will further consolidate its leading position in the domestic A0 market. After a number of integrations, the Cowin brand gradually evolved. The market performance of Cowin 1, Cowin 2 and Cowin 3 remained stable. After the sales scale of the brand goes up, Chery is likely to develop a separate sales network for it. Of course, In the future, Qiyun will also shoulder the heavy burden of the brand's upward breakthrough. Tiggo has become the most dazzling model of many Chery vehicles with a 68% increase, with 24,061 cars giving it a fifth place in the top ten camps for SUV sales in the first quarter (ranking 65,032 in 2010). Ninth), following Beijing's Hyundai ix35.
In addition, the A3 hatchback experienced a 22% decline. Its sedan sales were basically the same as that of the same period of last year. As a key strategic model built by Chery, A3 was regarded as the key to Chery’s strategic transformation and was the first The phase of the transition from Phase to Phase II, therefore, the slowdown in A3 sales is a signal that Chery is worthy of attention. The reason why the sales volume of the QQ series was lower was due to Chery’s own strategic adjustment, because the soaring sales of QQ did not contribute to the advancement of its brand to the high end.
At present, the main problem Chery faces is to sort out strategies for multi-brand and multi-products, and in particular, to rationalize the development path of mid-to-high-end brands. Yin Tongyue said that even if the top ten of this year's sales decline, it must implement a strategic transformation. This shows that Chery’s determination to change is very large. After discovering that its strategy is wrong and actively adjusting, Chery still has great potential to tap, and Chery's technological deposit in the traditional fuel engine will also help it to move forward.
From Figure 2 we can clearly see that the emgrand EC7 has become another major growth pole of Geely, and the market performance has even surpassed Geely's "new three" - Vision, King Kong and the Freedom Ship, 24,615 units in the first quarter. The sales performance shows that the car has passed the market climbing phase and entered the heavy volume phase. The EC8, which was also part of the Emgrand brand that was listed in November last year, also achieved a good 3,674 performances in the first quarter. Geely’s concept of a “luxury car†was also announced by the car. We believe that the success of EC7 has created a good market atmosphere for the Emgrand brand. If EC8's marketing is appropriate, coupled with Volvo brand's "invisible" driving force for Geely's product reputation, the Royale brand is expected to become the first mature mid-to-high-end brand in its own brand.
Compared with the Imperial brand, apart from the sea view, several models under Geely's other two brands are lackluster. As a new model that was withdrawn in 2009, the seascape has always been regarded as an upgraded version of the vision. Judging from the sales performance in the first quarter, the vehicle is catching up with the growth rate of 54%, and its vitality is still relatively strong. As the other two models in the “New Three†model, the market performance of King Kong and the Freedom Ship is similar to the long-term perspective. It also appears to be incompetent and is affected by the market environment. The performance of Panda in the first quarter was basically the same as that of the same period of last year. It was still difficult to match Chery's QQ and BYD's FO in the mini-car market.
After re-demarcation of the three major brands, Geely’s strategic transformation will also begin to accelerate. Whether Li Shufu will bring Geely to China is worth paying attention to.
Compared with Chery and Geely, BYD's automotive business has experienced unprecedented development difficulties. After several years of high growth and ever-expanding volume, BYD’s operating mechanism has finally become overwhelmed and the problems are frequent. As we can see from Figure 3, as the two star models of BYD, F0 is relatively stable, but F3 sales have fallen by 34% in the first quarter, fell to 48,056 vehicles, and F3-R and F6 even appeared. The large-scale decline of more than half of the decline was 53% and 65% respectively. G3 is another mid-to-high end model of BYD following F6, but the market performance has been unstable. In March of this year, the sales volume of the vehicle showed a 32% year-on-year decline, showing fluctuating fluctuations. The L3, which is also expected to open a world in the high-end market, has not seen any sign of breaking up yet. The low price/performance ratio is a common curse that drags down the G3 and L3.
The biggest advantage of BYD is in the field of new energy vehicles, especially pure electric vehicles. However, due to the industrialization of new energy vehicles will take time, so this advantage of the enterprise is difficult to get to play. How to integrate the channel network, product research and development and brand deep plowing in the traditional fuel vehicle market is whether BYD auto business can achieve more The key to big development.
BYD hopes that the year-on-year growth of the company’s auto product sales from April can be turned negative to reverse the decline. The sales plan for the year increased by 10-15%. From the current point of view, it is very difficult to achieve this goal.
In 2010, Chery continued to lead with 617,974 units of sales, followed by BYD with 519,806 units, and Geely with 411,416 units. The sales growth of the three companies last year was 27.6%, 15.9% and 26.5% respectively. Combined with the sales performance of the end market in the first quarter, Geely’s expectations over BYD were stronger. In the following, we will analyze each of the three companies' more specific market performances.
In terms of models, Fengyun 2 achieved a 41% increase in the first quarter, which will further consolidate its leading position in the domestic A0 market. After a number of integrations, the Cowin brand gradually evolved. The market performance of Cowin 1, Cowin 2 and Cowin 3 remained stable. After the sales scale of the brand goes up, Chery is likely to develop a separate sales network for it. Of course, In the future, Qiyun will also shoulder the heavy burden of the brand's upward breakthrough. Tiggo has become the most dazzling model of many Chery vehicles with a 68% increase, with 24,061 cars giving it a fifth place in the top ten camps for SUV sales in the first quarter (ranking 65,032 in 2010). Ninth), following Beijing's Hyundai ix35.
In addition, the A3 hatchback experienced a 22% decline. Its sedan sales were basically the same as that of the same period of last year. As a key strategic model built by Chery, A3 was regarded as the key to Chery’s strategic transformation and was the first The phase of the transition from Phase to Phase II, therefore, the slowdown in A3 sales is a signal that Chery is worthy of attention. The reason why the sales volume of the QQ series was lower was due to Chery’s own strategic adjustment, because the soaring sales of QQ did not contribute to the advancement of its brand to the high end.
At present, the main problem Chery faces is to sort out strategies for multi-brand and multi-products, and in particular, to rationalize the development path of mid-to-high-end brands. Yin Tongyue said that even if the top ten of this year's sales decline, it must implement a strategic transformation. This shows that Chery’s determination to change is very large. After discovering that its strategy is wrong and actively adjusting, Chery still has great potential to tap, and Chery's technological deposit in the traditional fuel engine will also help it to move forward.
From Figure 2 we can clearly see that the emgrand EC7 has become another major growth pole of Geely, and the market performance has even surpassed Geely's "new three" - Vision, King Kong and the Freedom Ship, 24,615 units in the first quarter. The sales performance shows that the car has passed the market climbing phase and entered the heavy volume phase. The EC8, which was also part of the Emgrand brand that was listed in November last year, also achieved a good 3,674 performances in the first quarter. Geely’s concept of a “luxury car†was also announced by the car. We believe that the success of EC7 has created a good market atmosphere for the Emgrand brand. If EC8's marketing is appropriate, coupled with Volvo brand's "invisible" driving force for Geely's product reputation, the Royale brand is expected to become the first mature mid-to-high-end brand in its own brand.
Compared with the Imperial brand, apart from the sea view, several models under Geely's other two brands are lackluster. As a new model that was withdrawn in 2009, the seascape has always been regarded as an upgraded version of the vision. Judging from the sales performance in the first quarter, the vehicle is catching up with the growth rate of 54%, and its vitality is still relatively strong. As the other two models in the “New Three†model, the market performance of King Kong and the Freedom Ship is similar to the long-term perspective. It also appears to be incompetent and is affected by the market environment. The performance of Panda in the first quarter was basically the same as that of the same period of last year. It was still difficult to match Chery's QQ and BYD's FO in the mini-car market.
After re-demarcation of the three major brands, Geely’s strategic transformation will also begin to accelerate. Whether Li Shufu will bring Geely to China is worth paying attention to.
Compared with Chery and Geely, BYD's automotive business has experienced unprecedented development difficulties. After several years of high growth and ever-expanding volume, BYD’s operating mechanism has finally become overwhelmed and the problems are frequent. As we can see from Figure 3, as the two star models of BYD, F0 is relatively stable, but F3 sales have fallen by 34% in the first quarter, fell to 48,056 vehicles, and F3-R and F6 even appeared. The large-scale decline of more than half of the decline was 53% and 65% respectively. G3 is another mid-to-high end model of BYD following F6, but the market performance has been unstable. In March of this year, the sales volume of the vehicle showed a 32% year-on-year decline, showing fluctuating fluctuations. The L3, which is also expected to open a world in the high-end market, has not seen any sign of breaking up yet. The low price/performance ratio is a common curse that drags down the G3 and L3.
The biggest advantage of BYD is in the field of new energy vehicles, especially pure electric vehicles. However, due to the industrialization of new energy vehicles will take time, so this advantage of the enterprise is difficult to get to play. How to integrate the channel network, product research and development and brand deep plowing in the traditional fuel vehicle market is whether BYD auto business can achieve more The key to big development.
BYD hopes that the year-on-year growth of the company’s auto product sales from April can be turned negative to reverse the decline. The sales plan for the year increased by 10-15%. From the current point of view, it is very difficult to achieve this goal.
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