However, perhaps we should not be too optimistic and regard July's growth as a sign of the overall recovery of MPV market. The low year-on-year base and the good performance of top products in the head market are the main reasons for the growth.
From this, we can easily see that the MPV market has its objective demand, especially in the case of few optional models and many scattered blank markets, which is not only the gospel for the strong brands to deepen their layout, but also the key for the new brands to play a role in the long tail market.
However, it is worth noting that the MPV market is characterized by * * looking for individuality. It is difficult to sell many tit-for-tat models in a certain market segment at the same time, but it is the main theme to race with the market environment after occupying a good position.
In the high-end market, the multi-level and multi-crowd layout expansion of Buick GL8 has achieved initial results, and the sales volume in July exceeded 654.38+0.7 million units. On the contrary, Wei Ran has been listed for three months. No matter from the fluctuating wholesale sales data or the retail data that has not improved, it can be seen that it still has no influence on the dominance of GL8 and the whole high-end MPV market structure. If the brand power of Volkswagen is difficult to shake the position of GL8, the latecomers will rethink the product positioning and communication strategy to enter the market.
In the mid-end market, GAC Chuanqi is a sample worthy of observation. Chuanqi GM8 and GM6 both grasped the key point of high space price ratio and gradually settled down in the long tail market. In the former, when Odyssey/Alice God focuses on the market of 250,000-300,000 yuan, it will make the efficiency of the market of 200,000-250,000 yuan sufficient; Last year, when a number of new MPV products of local brands were generally marginalized, the latter stood out from the crowd.
In the low-end market, the exploration of mainstream household MPV has gradually shifted from compact MPV to medium-sized MPV. Following last year's failure of local brands in the home MPV market above100000 yuan, more car companies realized the absolute importance of spatial attributes and began to think about using models with more cost-effective and spatial advantages, such as Wuling Capgemini, to fill the market gap of home multi-functional models. This leads to a brand-new product definition and positioning, which may be the final answer of mainstream home MPV.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.