in China’s car market, from a few years ago there have been two real overlord, they have a strong brand endorsement, with car prices so that all the envy of sales, and not short-lived, and is so long, they can even account for about 40 percentage of annual sales of the brand in the country, which is popular Sunny and Nissan Sylphy.
When it comes to these two “Yi Zi Generation” brother, may no wonder known to everybody, household car, car net about young people’s first car, and so were the first brought together one, two cars is not only harmless to humans and animals long with a face, all aspects of performance is quite satisfactory, year-round monthly sales of 3 million units of 000 -5 between wandering, no one can match, they are located in the family car with all of the family cars are the envy of sales, which also includes a similar Corolla, golf, Civic and other shared global domain models.
So this is why it? Is the consumer did not know the car? Sunny and still Sylphy is so perfect, people they do not have a non-election? But it is not, today the author for everyone under analysis, this phenomenon is exactly why!
reliable quality, to meet the basic demands of the car
put aside the emotional value of the luxury car consumers can give, luxury and other than enjoyment, what the basic demands of a car is? Yes, that means of transport, to undertake a manned loading work from point A to point B, for a price of 100,000 cars in his early, the nature of the properties of the car is the case, while the Volkswagen Lavida and Nissan Sylphy is able to perfect to meet this demand models.
Why is perfectly meet? Because the property outside the means of transport, this level models is extremely concerned about the consumer point is rugged durability, low repair rate, low fuel consumption, and even give up a part of the power demand must also guarantee the above points, and whether it is public or Sunny Nissan Sylphy is handsome in the same level of product failure rate of controlJiao are here not only for competing products, but also for all the models concerned. The reason
Of course, the formation of this phenomenon is very simple, because this price and this led to the positioning of these two cars is difficult to spend more advanced technology, basically using proven technology and accessories , mature and reliable representatives is relatively inexpensive, low failure rate, the two complement each other together contributed Sunny Sylphy perfectly meet as one of the basic demands of the car.
relatively low prices, a huge advantage the same level
In this class of models, everyone considered a lot of what is, of course, is the price, unlike Siwushiwan luxury car has a twenty thousand benefits you might as well have a slightly higher heart loyalty to a brand, even if the price of 100,000 down 10,000 discount can attract massive consumers , which is different from the focus of consumer demand.
Let’s look at Sunny, Sylphy and the price of competing products:
Sunny: 10.79-16.19 million, Sylphy: 9.98-14.30 ten thousand yuan
Toyota Corolla: 11.98-15.98 million, Sagitar: 12.89-19.19 million, Civic: 11.99-16.99 ten thousand yuan
at first glance the price difference is not far away, but in fact Sunny Sylphy and basically have a discount rate of 1-2 million range, be able to pull the terminal price at 10 within million and this way with several other terminals do not offer basic models will have a gap of 2-3 million, perhaps in the eyes of some consumers feel that this is not 2-3 million gap, but at this price 100,000 years, this gap can decide on many factors, and was guided by the price consumers are naturally fell into the Sunny Sylphy and arms.
Although the car is not cheap but the technology behind cost-effective
looked at the price of the above reasons a lot of friends would say, similar and Volkswagen Jetta, Santana cheaper than other modelsIt, the price could go to 60 007 million and sales or why not as good as Sunny and Sylphy?
This point is also needed, said said, the conclusion is that Sylphy and Sunny advanced degree is between the product and the price found the perfect balance. Although priced at 100,000 head, but it uses the latest platform each group were building, Sunny uses the famous MQB, Sylphy also upload a set of Nissan technology in one of CMF platform, whether it is security or configuration While it is difficult to comparable to higher-level models, but has been able to fully meet the basic use. This time Sunny Sylphy and balanced way, between the advanced and the price reached a near-perfect balance is essential.
herd mentality, Hengqiang
As long as people difficult to avoid the herd mentality, in fact, the herd is also not a bad thing, it can effectively reduce the trial and error costs for consumers, and the herd of the object can usually formation of scale, related industrial chain mature, stable prices, maintenance costs, time costs are low, it is not a sufficient scale unmatched products of.
Similar to the Sunny Sylphy and two cars, a high sales volume has been going on for a few years or even ten years, high consumer base has already formed a scale effect, we had the quality is very good, even if a problem repair them quite cheap and convenient, these hidden advantages may not be this level models will not concern consumers, but fall into this category consumer models will be very concerned about, and will treat it as one of the main buying factors.
Therefore, this will directly confirms what Hengqiang, high volume models will be based on existing strengths continue to grow and consolidate their strengths, it has a starting point are higher than others, as long as no major flaws and dramatic changes in consumer demand, will continue their strong continued.
Sylphy
whether it is special for Sunny China, or change for the Chinese market, now the reason why they have such a high volume because they are based on strong appeal under its own brand, in line with most consumers are most concerned about a different era point was careful to build their products are fit every generation the highest level of consumer demand for this moment, they are worthy of the king.
Of course, maybe in the future and Sunny Sylphy is no longer king, while their alternative models, is also very likely to meet the author of four kinds of significant features described above, so that is not a product of hard strongest the product is the strongest, but the one most able to grasp the demand is the strongest product.