Listed more than a month, Dongfeng Honda car market in the hope to fight a "turnaround" the 10th generation Civic, just the concerns of consumers, dealers began to force the increase in the sales process.
Recently, the "China Business" reporter survey found that in Chengdu, Beijing and other places, consumers buy new Civic generally need to add 3000 yuan to 5,000 yuan, ranging from decorative foil or fees, and are no current car, you need to wait around January . Despite the increase in sales related to the issue of the new Civic has been much criticized, but the current situation, Dongfeng Honda has not taken the appropriate measures to deal with.
All along, Dongfeng Honda revenue mainly rely SUV products, the lack of strong car field mainstay products, especially after the ninth generation Civic unwise positioning in this market segment retreat. Civic cash from the product cycle, compared with its competitors Honda front range, in 2015 the total sales of less nearly two million, while sales of the Civic which is half a year. Therefore, the industry view, Dongfeng Honda car strategy focused on creating a product, the tenth generation Civic just spoils in the market that suffered sales increase and supply shortage and other issues, the focus for its breakthrough in terms of the car market It is bound to cause considerable damage.
Hunger marketing?
The new Civic in January just turned listing, the market has many consumers Tucao its dealers "fancy fare" situation.
Many car forums, consumers say price 129,900 ~ 169,900 yuan several new Civic were unable to mention the current car, and the car need to increase varying degrees.
"At present, Chengdu need to increase to mention cars in general are the new Civic. If you do not accept the fare you need to wait two to three months." A dealer salesperson told reporters in Chengdu, a "price of 3,000 yuan, presented film and other services available . If there is sincerity, the specific amount can be further discussion. after the increase, to mention car cycle in a month or so, if you choose the color of the non-minority shall be guaranteed at least mention the car within a month. "
In addition, there are other dealers in Chengdu, said the region need to increase 5,000 yuan, such as loans to buy, you can choose not to pay the fare increase, the original purchase. However, this also means no two dealers are car, put the car in January needs more cycles, which gives "no increase to mention cars" relatively longer time.
The increase is also the case in Beijing, also in the amount of 3000 yuan to 5,000 yuan, does not wish to increase, the need for a relatively longer time to mention cars. Beijing area a sales staff also said that this is a common situation, but at the dealer a "price 5000 yuan can tixianche."
For this situation, there is an intention to purchase a new Civic consumers Ms Wong told reporters, because of its purchase of over eight generation Civic, before listing on the new Civic concerned, but also more like it, but it still was "not very cost-effective. the price of the car lot, a lot of the same grade, many of them in lower prices to sell. "in the opinion Ms Wong, probably because of the new Civic was listed month, sales were relatively popular, fare increases will have this distribution strategy, "anyway, it is set now have to wait more than a month, might as well wait and see more."
In fact, the situation of the new car market sales increase had not uncommon, just as the car market in recent years, heat transfer, occurrence of such increase sales, hard to find a car models are few. This defeat in the car market for many years, Dongfeng Honda, is undoubtedly a good start to break. But in the current competitive landscape, the face of the sales increase, to mention a long time cars and other issues, whether the consumer can continue to maintain the current heat of the new Civic, yet difficult to diagnose. However, some industry insiders believe that this may be one of the new Civic sales strategy, namely, to seize the consumer "buy or not buy up" spending habits.
Investment Advisor in Senior Fellow Li Yuheng told reporters: "In general, the emergence of the new car market increase, no current car, etc., mainly due to our consumer habits, the more tight, the best-selling models more sought after by the market, consumers buy or not to buy, dealers took advantage of this consumer psychology, will make the fare increase, out of such a situation. "
Management deficiencies
However, although the above-described distribution strategy to seize the psychological characteristics of consumers prefer products in short supply, but the current market environment already "Time has changed," Ms Wong as such, many consumers believe that acceptance of research, the choice of car, with price range to choose models very much, but in this case, and so will only increase the desire to reduce consumption. "As a tenth generation Civic intention of customers, there would have been a point of interest, I do not know why more and more low-interest Pricing already high, 4S shop fare if to say, I will never again into the Honda 4S shop, anyway, 'Preparation tire 'a lot. "a netizen posted it in the case said.
Li Yuheng more directly that the above increase, no current car situation does affect the sales of the new Civic, while dealers increase sales practices or affect consumer Dongfeng Honda brand recognition, "increase sales reflects the East The marketing, management deficiencies, there is no strict control of the actual product price. "
In recent years, with the endless and production capacity continues to release new models, car market has declined year on year, while competition further intensified. Many joint venture sedan car prices in this market segment has been a highly sought after situation changed a few years ago, but faces enormous competitive pressure.
In the case of Dongfeng Honda's view, the sales have been mainly dependent on SUV, pulled the car sector is already weak potential, once the car "Menlian" Civic an even more serious decline. In the ninth generation Civic household targeting strategy to give negative feedback, the 2014 Civic facelift return movement qualities and impact 100,000 annual sales failed. By 2015, Civic average monthly sales of only about 3000, and XR-V CR-V and the average monthly sales of over million of the gap considerably. Thus, in this area the car, Dongfeng Honda in recent years has been unable to open up the situation, to create annual sales of more than 100,000 cars this product in order to reduce its dependence on the idea of SUV products, nor can such wish.
Dongfeng Honda in the car market also frustrated not only reflected in the Civic.
"At present, Dongfeng Honda car market performance is not satisfactory, in November 2015 listing of Goree, on the whole is a very good product, the price at 71,800 yuan ~ 111,800 yuan range, and long comfortable moving, Geely Dorsett, the price range Roewe 360 and other brands of similar products, but sales performance is very different. "Liyu Heng said.
In this context, the launch of the new Civic Dongfeng Honda also is not just a replacement, but was positioned as a company car market once again attack the strategic product. "From the product strength, the tenth generation Civic has a variation of one reborn, and China is also more in line with consumer trends, in particular, is able to meet consumer demand 85,90 after. I've always had an idea that must be the tenth generation Civic playing a 'turnaround' Civic find proper position in the Chinese market. "Dongfeng Honda automobile Co., Ltd. Executive Vice President Chen Binbo representation.
However, since the listing of the new Civic in January, how current performance? At press time, did not receive an official reply Dongfeng Honda aspect. In general, the introduction of competitive products and supplemented by the refinement of marketing tools, common tricks is to seize market share in today's highly competitive car market. However, the current market feedback, whether it is intentional or not, and increase the supply of new Civic is clearly insufficient rather let consumers down.
In the mainstream Japanese brands, Dongfeng Honda's sales rankings by relatively even belong to the standard Honda's Honda, also slightly inferior. The reason, Li Yuheng believes that the complaints "on the one hand about the car engine, front and rear axle and suspension systems, to more than Dongfeng Honda Guangzhou Honda; on the other hand Dongfeng Honda in the overall attitude with respect to the broader Honda harsh, in addition demand for consumer complaints and respond to information presented less and only some of the complaints against the view. "
In view of this, in addition to increase sales, supply shortages and other issues, Dongfeng Honda to achieve a breakthrough in the car market, the need to adjust a lot of places. Perhaps, following the "correction" after the Civic models, Dongfeng Honda also needed in the management of self-correction.