Complete replacement of all models Honda To taking advantage of "niche"

Posted on 8/3/2015 3:10:53 PM

On the basis of the first half on the bucked the market trend, Honda "build on the progress," we introduced more new models.
July 28, deputy general manager of Guangzhou Honda Automobile sales Zheng Heng borrow new front range market, the first attempt of the models "cloud" pre-conference, a big show of the "Internet" to bring car prices changes, and This is the auto companies nearly two years early adopters of the few marketing.
In fact, changes in the new front range of the marketing model, only Honda overweight market a footnote. According to Honda's plan, by 2020, Honda will achieve one million of sales vision. The way to achieve this goal is to introduce more new models and more powerful marketing model. However, in the mainstream general decline in sales of joint venture enterprises in the background, so after the "new license plate," the Guangzhou Honda could continue the growth momentum in the first half, yet still unknown.
Full line replacement
"We hope that the new front range can create a young, stylish atmosphere, so this pre-conference for the first time using a 'cloud' release form, can be considered fit 'Internet' era of user media habits." Honda PR official said. According to its introduction, the new front range "cloud" the sales, total online within 5 hours the number of participants more than 1.42 million people.
With the new release of the front range, Honda has now completed the upgrading of the entire department vehicle. In the past two years, including the Accord, Fit, Geshitu, Honda's Odyssey and other products, all models have been carried out and updating. Thanks to this, the first half of this year, Honda has become the mainstream of the joint venture car prices, the sharp rise in sales of rare enterprise.
According to statistics Honda (China) released data show that in June this year, Honda sold 45,153 whole terminal, up 37.3%; in the first half, Honda sold 287,751, an increase of 47.2%. Among them, the new generation of the Accord in the first half sales of 61,413, up 15.9 percent; the new Odyssey sales compared to 24,217, an increase of 70.2 percent; the new Fit also achieved sales of 57,223, an increase of 53.1%. The front range in the first half sales of 16,426, up is down 37.45%.
When almost all the new generation models gain good market performance, the front range of performance is obvious, "drag." The new front range choose this release, it is also going to change the old section of the front range of the market dilemma. "The first half of this year, Honda's sales increased significantly, the front range of the new generation at this time also has a good foundation for the market." Honda, an insider said.
And various other joint venture enterprises, Honda has always emphasized strong market expansion mode, also to the outside world left "slow wide of the" impression. In addition, a few years ago in Japan affected by external factors such tensions, Japanese cars in China as a whole is facing difficulties, Honda's development strategy also makes it more vulnerable development in China. Rixiche aid late last year in China to pick up, Honda began to update its product spectrum, with a view to gradually subside after external influences, Honda can rely on the layout of the new model to achieve explosive growth.
The line with the new product strategy and marketing campaign, Honda's production capacity expansion are carried out simultaneously. Last year, Honda third factory-cum-engine plant started construction, is expected to put into operation later this year, the initial capacity of 120,000, the future will be expanded to 240,000. Huangpu and Zengcheng plant plants plus existing production capacity of 480,000, when Honda's total production capacity will reach 720,000.
Taking advantage of a card
In the domestic automobile market into the "slight increase" of the situation, although most joint venture enterprises have been expected to this year's market situation is not very good, but it seems to accelerate the market situation slowed somewhat by surprise.
According to statistics released by the Automobile Association show that in the first half of this year, China's total automobile production and sales were 12,095,000 and 11,850,300, an increase of 2.64 percent and 1.43 percent respectively, much lower than earlier this year predicted growth of 7 percent, This is the lowest growth rate of China's auto market since 2011. Among them, the former joint venture enterprises mainstream three - FAW - Volkswagen, Shanghai GM, Shanghai Volkswagen's sales, but also there are different degrees of decline. The same period, the Japanese car market sales bucked the trend has emerged.
Thus, Honda's mind is very clear, that is to close for several years a rare short-term growth, expansion of long-term growth. They want their past "boutique strategy" to implement even more effective in quickly update the product line at the same time, combined with the market situation more fit marketing strategies to ensure that every product in their respective market segments success rate.
"With the increasingly intense competition in the domestic auto market, the joint venture car prices exhibited camp 'leading the trend in 2035' trend becoming increasingly apparent." Well-known auto industry commentator said Zhang Zhiyong. And that in the past decade Guangzhou Honda Automobile joint history, has experienced numerous ups and downs of change, "be prepared" has become a Honda executive team consensus.
Cheng Heng believes that in the past two years, Honda accelerated product introduction speed, change the outside world, "slow wide of the" impression. And after the new Fit, the new Odyssey and other main models have been able to work independently in their respective market segments, Honda has gradually changed the Japanese car firms inherent B-class car dependency. Next, Guangzhou Honda to do is complete after product placement, taking advantage on the previously preempted German and French car firms to recapture market share.
Honda announced this year, according to the development plan, by 2020, Honda's sales target of one million. In the domestic joint venture car prices declining trend, aside competitors market increase in the next five years, the Guangzhou Honda that goal at least in the Japanese car firms ranked "stuck" higher position.
But the industry view, Honda in order to completely change the current development potential and achieve sustained sales growth, the need to address not only the product layout dimensions. In the current Chinese auto market, Honda's development scale competitors have a larger gap, from sales ranking in the first half of this year, the Japanese joint venture car prices, Honda still behind Nissan, ranking No. II. Next, how to further strengthen its product mix, marketing strategy and branding will test the Honda Cheng Heng and marketing team of wisdom.

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