MPV Market Index Report

As marginal models that struggle to survive between the market, MPV is always looking for its own independent market space. So far, MPV has been split into high-end, mid-range, low-end three grade models. High-end models are mainly occupied by business vehicles. The mid-range models differentiate into home-based and multi-functional fashion-oriented two interest-oriented. The low-end models are dominated by business-tool vehicles, multi-functional fashion models and small utility vehicles. In the previous reports, focus was placed on the two interest-oriented business models and multi-functional fashion. In this report, Ping An Shunde will conduct in-depth analysis of the market situation of home-use MPVs.

1 Analysis of the basic situation of the MPV market

In September and November 2011, MPV sales reached 42,846 vehicles and 41,247 vehicles. Three quarters have passed in 2012, but these two records have not yet been broken. Compared with the overall sales momentum of domestic passenger cars, MPV's performance in the first three quarters was relatively stable. This shows that the MPV market lacks positively rising consumer energy.

From the sales year-on-year perspective, the growth trend of the MPV market in the first half of the year was relatively obvious. However, from the beginning of June, after entering the third quarter, the market growth trend has entered a low-speed channel. This also shows that the MPV consumption energy is weak.

2 Analysis of MPV Market Segmentation

From the customer group's product selection criteria, consumer demand patterns, consumer behavior patterns and other considerations, MPV market starting with the brand model of the starting price for the vector, has been split into four segments of the market.

In the first three quarters of this year, we can see from the sales volume and sales share of each model:

First, the high-end models are only Viano, Wieland and DaJieLong 3 high-end business vehicles. In the first half of this year, the sales of these three vehicles were abnormally weak. Compared with the sales in the same period of last year, the drop was very alarming. In the third quarter, Alicia, which tends to be more business-oriented than Odyssey, has emerged as the biggest variable in the high-end model market.

Second, the market share of the second-high-end models has tightened in the shock this year. Among them, as a representative of business models, the sales momentum of GL8 is basically stable. However, the Odyssey, which has a tendency to be fashionable and versatile, has shown a tendency to shrink in shocks. By integrating this phenomenon with the sales trend of high-end models, it can be clearly seen that business models are still the most stable profit-oriented models on the high-end MPV market.

Third, the most active mid-range models are Tuan and Yizhi. Among them, the sales of Touran fell to a high of 4,968 units in June and fell in the third quarter. Yi Zhi’s sales momentum stabilized at more than 2,000 vehicles after June. This shows that in the mid-end model market, consumer interest-oriented and multi-functional fashion-oriented consumer forces are gathering.

Fourthly, at present, there are three forces active in the low-end models: one is a business-tool interest-oriented model represented by Ruifeng; the other is a fashionable multi-functional model represented by Heyue RS; and three are represented by Dongfeng Lingzhi and Xenia M80. The low-end tool models. Among them, since last year, the sales force of low-end tool trucks has become increasingly active and prosperous.


In the previous report, focus has been placed on the recent trend of active sales of fashionable multi-functional models. In this report, focus analysis will be conducted on the recent active home models.

3 MPV Market Focus Analysis Touran is a long old tune story in the turbulent MPV market. It is always hung on the lips of her mother-in-law and is being remembered every day. Every day is forgotten. If high-end business models, fashionable multi-functional models, business-tool models, and low-end tool models are likened to market courtyards, Touran's family models are a way to squat between these courtyards.

So far, the MPV market has been split into four grades and eight interest-oriented models. Touran is located in the mid-range model market and is split into a profit-oriented model of a family model. Touran’s target customers mainly come from two groups: First, middle-aged fathers who always show low-key forms. The second is the customer crowd of home multi-functional models.

In terms of model usage, the choices of these two groups have a common feature: they emphasize the use and function of daily family life such as leisure, travel, and shopping. In the model selection criteria, they also have a strong convergence: safety performance, model prices are their top priority, interior space, fuel consumption levels, comfort performance, appearance is their significant interests, power steering, interior configuration, Overall vehicle quality, after-sales service, and brand value are their general interests.

In the purchasing process, they have a very clear price-price ratio behavior. For product quality, they focus on the interests of the entire quality chain. Compared to the outstanding performance of a few technical configurations, the emphasis is placed on the refinement and balance of the entire quality chain. They hope to gain value beyond the expected value in home-use functional benefits such as interior space, in-vehicle space combination flexibility, and comfort performance. On this basis, we also hope to obtain a price lotto.

Among other interest-oriented models, appearance is a crucial and vital benefit. In home MPVs, appearance is important, but it can be compensated with other benefits.

Judging from the comparison models, the Touran’s comparison models are mainly: Yi Chi, Lam Yiu, Sagitar, Golf, Bora, Tiguan. Observing these models carefully, we can find two important features: First, there is a very strong discrete state in terms of categories, grades, and interest orientations. Second, the brand's orientation is very strongly presented. The third is the removal of Tiguan. Other models Starting prices are concentrated in the 11-15 million price range. This shows that since the home MPV has only one model of Touran, its customers are forced to use the same brand and the same price range as the selection dimension, and cross-border purchases in other categories, grades, and interests-oriented models. As a result, Touran was placed at the crossroads of the market and was forced to face competition and intrusion from all sides in actual marketing. As a result, Shanghai Volkswagen can get a very important marketing enlightenment: If Touran wants to take a higher level in sales, it must create a home functional benefit such as interior space, interior space flexibility, and comfort performance. Outstanding competitive advantages over competing models. And, let this advantage become the symbol of Touran's value.

Second, look at the market competitiveness of Touran.

In the list of easy-to-car index of the best-selling models of the MPV, Touran's attention index and contrast index ranked second, and the car index ranked first. This shows two important market information:

First, in the crowd of MPV's attention, the potential customers of domestic models occupy a large proportion. Because, in many MPV models, only the Wyatt RS's attention index and contrast index are slightly higher than Touran. While the Wyatt RS is a fashionable multi-functional MPV, it is also the home market as the main goal. This shows that domestic models have a lot of room for development in the MPV market.

Second, Touran’s car sales index rose to the first place. At the same time, the customer retention rate also topped the list. This shows that potential customers of home models have a very clear direction on the use of vehicles and functional benefits. And this point of view will not be easily shaken.

Finally, look at the regional market development trend of Touran.

The regional market of Touran presents the following development trends: East China is a strategic center market, North China is a strategic market, South China and Central China go hand in hand, and northeast, northwest and southwest are basic markets.

Since the beginning of this year, Touran’s market momentum in the six regions of North China, Northeast China, East China, Central China, Northwest China and Southwest China has shown a monthly decline. Only South China market showed a trend of increasing month by month.

The market potential of the regional market is relatively good, and the higher the customer retention rate is. This shows that the better the market potential, the better the lyrical ecological effects and the consumer ecological effects, the better the customer retention rate, and the marketing of the region will easily win a virtuous circle.

4 Deep market strategy implications for the MPV market For a long time, in the domestic passenger car market, MPV is like an inconsequential gap between the mainstream category vehicle market. The purpose of the business use and the tool are the words on the front side of its business card, and the endorsement of the wreckage behind other types of models is the endorsement of business cards. However, with the advent of fission in the interest segment, there are crisscross demarcations between the category models, among the grade models, and within the grade models. In addition to the commercial vehicle market, MPV has penetrated into every corner of the domestic passenger car market just like the water flow in the industry.

In order for MPV to continue to develop in China, it is imperative to find ample, independent and autonomous market segments in the existing national family lifestyle. So far, there are three main segments of domestic MPV market space: first, high-end commercial vehicles, second, low-end commercial-tool vehicles, and third, low-end tool vehicles. A common feature of these three markets is the scope of automobile consumption that is separate from private daily life and family life, and is outside the mainstream automotive consumer market. So, at this stage, is there a potential market space for MPV within our private daily life and family life? In this regard, Ping An Shunde after in-depth study, that there is a family of freelance work - the use of multi-functional models this potential market space.

At present, there is a large-scale freelance group in China. Their identity is either a micro-entrepreneur, an individual business owner, or a freelance worker sent by a company or institution, or even a short-time worker who has no fixed career direction. Among them, rich people also have extremely poor people. For them, freelance employment is only a professional way of life.

In the interest of car life, freelancers have an important basic feature: Freelancers work more closely with their daily family life than those who have fixed jobs. Homes are often their important place of work, and many jobs are done at home. At the same time, due to work requirements, their vehicles often have to take on the tasks of storage, transportation and tools at work. For them, multi-purpose models that cross the border between home and career are ideal tools. Specifically speaking, in terms of appearance, it must have a business style and a stylish style. In the interior of the vehicle, it is necessary to be generous and to have a flexible combination of space. This will not only make it easier to take a ride but also make it easier for families to shop and relax. It also facilitates the transport of some tools and commodities.

Among the existing MPV models, fashionable multi-function models such as Odyssey, Yat Gen, and Wyatt RS are the closest to this type of home-work utility model. However, the main factor hindering the adoption of fashionable multi-functional vehicles in this market space is not the flaw in the value of the model, but the auto companies did not find this market, and gave their own models a clear market positioning and value interpretation.