For this car, from the perspective of modern brands, it is of great significance. After all the original import channels of Hyundai were closed on 20 17, and Hyundai Group suspended its automobile import business in China market, after a lapse of three years, Hyundai brand restarted its automobile import business in China by introducing Parriste. Judging from the online evaluation of this car, there are also different opinions. Some netizens also think that Parristi has a large displacement NA that is completely different from the same level 2.0T because of the displacement tax, and the price is not high, so it is very promising. Some people think that Korean cars and modern brands have hit rock bottom in China, and no one will spend more than 300,000 yuan to buy a modern brand car. Therefore, parisi is destined to be small, and its sales volume cannot be successful.
So, why on earth should Hyundai brand launch parisi automobile? Can Parristi succeed? To answer this question, it is necessary to sum up the current situation of imported cars of cheap brands in China market. This time, we will summarize the cheap brand imported cars according to the current reality and make a detailed analysis of this small market.
(Note: This article is only for official import channels, excluding parallel imported cars)
At present, the status quo of imported cars with affordable brands is mainly divided into the following three categories:
1.？ Independent channel for imported cars
At present, there are only two brands of this type. First of all, Volkswagen brand imported cars. At present, Volkswagen is the only joint venture brand in China market that keeps its own channel for imported cars. Although the Volkswagen brand ranks first among joint venture brands in China, the sales of imported cars are also shrinking. At present, in addition to Touareg as the main sales force, the Beetle and Shanku have been discontinued, and there are no national 6 models on sale in Wei Lan, and other niche products such as Maitewei and Golf Travel can't contribute much sales.
Another independent channel is Subaru. But Subaru and Volkswagen's imported cars are completely opposite. Subaru has no domestic models in China, and it is totally dependent on imports. However, all roads lead to the same goal. Due to the small number of models and huge sales channels, Subaru's sales have continued to decline, relying only on one model of Forester.
As for imported Peugeot, Hyundai and Kia, there used to be independent channels for imported cars, but now they are gone, so I won't mention them.
2.？ Imported cars are sold in domestic joint venture channels.
This category is the main sales method of imported cars with low-priced brands. For example, Toyota launched Wilfa, 86, Previa and other models in the FAW Toyota channel; Erfa, Visa, Jieluchi and other models were launched in Guangzhou Automobile Channel. Honda also launched Inset and CR-Z respectively in Dongfeng Honda channel, and launched the second-generation hybrid Fit and other models in Guangqi Honda channel. Ford also launched Mustang and Fox ST in Changan Ford channel. Citroen also launched C4 Picasso in Dongfeng Citroen channel. At present, except for a few models such as Erffa, Wilfa and Mustang, all other models have stopped importing. It can be said that the present situation is not optimistic.
3. Official parallel imports
This model is less. Dongfeng Nissan has officially imported Toure in parallel, but its sales have been suspended. Chevrolet officially imports Saudreau and Coudereau, and it seems that I have never seen a real car on the road. Not long ago, GAC Mitsubishi also announced the official parallel import of Pajero, and the sales volume was also very touching. Except for the Toure, the sales of this car can be ignored. Toure also ended up with official parallel imports because of price inversion and other reasons. Therefore, the official parallel channel has basically entered a dead end.
Judging from the imported cars of the above three cheap brands, the present situation is not optimistic. So where are the specific problems? Let's analyze it in detail:
1.？ For Volkswagen, which has independent import channels, with the deepening dependence of Volkswagen Group on the China market, it has to continuously increase the number of domestic models in order to sell. The increase of domestic models naturally squeezed the number of imported models, leading to the gradual lack of cars for sale in the imported car channel.
For example, imported Tiguan, domestic Tiguan and Tan Yue naturally don't buy it. In the future, with the launch of Audi Q7 and Q8 in FAW Audi and SAIC Audi respectively in 2022, Touareg will gradually follow the footsteps of Tiguan. Although Volkswagen has planned a large 7-seat SUV similar to BMW X7 Mercedes-Benz GLS to be positioned above Touareg (the price is definitely much lower than X7/GLS), it is naturally quite weak to compete with BBA with the brand power of Volkswagen brand. Therefore, sales are doomed to be pessimistic. In view of this situation, Volkswagen China plans to gradually merge the imported mass channel with the Jianghuai mass channel in the future. In this way, compared with the independent channels of importing Hyundai and Kia, it should be regarded as a better destination.
As for Subaru, its own characteristics are subject to the double-point policy and cannot be offset by buying points from domestic joint venture partners like Volkswagen. Therefore, Subaru can only be forced to come up with a wonderful "mobile roadblock" model like the 2.0NA and 2.0 hybrid forester. Consumers who originally bought imported cars have maverick hobbies, and this castration measure that makes the comprehensive quality of the models disappear will naturally lead to sales stagnation.
2.？ For the co-channel sales of imported models of overseas brands and domestic models, the assessment and marketing focus of manufacturers must focus more on dynamic domestic models. Then imported models will naturally be gradually ignored by dealers. Maybe someone will mention that Erffa is a special case. First, Erffa has formed a special niche market because of its identity as a nanny car. Another important reason is that Toyota's monthly quota supply to Erffa Wilfa virtually exaggerates its value. In order to win more quotas in Erffa, GAC Toyota dealers were forced to tie in the slow-moving model yaris Yizhi. Without the special background of Erffa, the sales of other imported models cannot be guaranteed, and dealers will accumulate funds to form a vicious circle when they enter the car. Then dealers will naturally choose the best-selling domestic models as the main force and increase stocking and terminal promotion. Over time, the sales of imported models are gradually marginalized.
3.？ For the official parallel imported models, in fact, the reason why car companies choose official parallel imports is because such models are destined to be the sales of niche models that cannot be guaranteed. Therefore, as a supplement to the market, we hold a casual attitude towards sales. Moreover, with the full implementation of the National Sixth Plan in July this year, parallel imports were sentenced to death. The end of official parallel imports can be said to be close at hand.
To sum up, we can see that the sales of imported cars of foreign cheap brands are gradually marginalized due to fatal reasons such as weak brands, high prices, niche positioning and weak marketing. In the future, except for a few special models, other models will become high-end symbols of independent brands, just to enhance the brand image.
Back to the beginning of this article, modern parisi. This time, modernity is different from the past. Instead of re-establishing a separate channel for imported cars, we adopt a brand-new way of direct online ordering, make use of the existing modern channels in Beijing to deliver cars and provide after-sales maintenance. It seems that Hyundai also realizes that the sales volume of this model will not be too large, and it can play a role in enhancing the brand image, even if the task is completed.
However, the most crucial question is, can the modern brand image be enhanced by parrish alone?
At present, the average price of the main sales models is only about 65,438+10,000 yuan, and the price of Hyundai's new Sonata X is also less than 200,000 yuan. There is also the sales volume of Shengda, which was originally used to enhance the brand image. The price is above 200,000, and it is better than nothing. These factors led to the introduction of modern rapid import to Paris. However, haste makes waste. In fact, the modern correct way should be to introduce imported Parrister to test the water first, and then quickly put on a 2.0T engine and make it directly at a price of about 200,000-250,000, so as to compete with Highlander and Touran by taking advantage of vehicle space and configuration. Ford explorers have taken the same first step before. I think Parristi can sell about 3000 units a month after it is made in China. Only in this way can we achieve sales, improve profits and enhance brand image, which is very successful for modern brands.
For Hyundai Group, if it really gains a foothold in the market of more than 200,000, it should still have a successor-that is, quickly introduce the domestic brand Genese Seth and lower its position. Don't say it's impossible to position Jennisseth brand so low. Look at the actual terminal price of domestic Cadillac in finidi. Hyundai should have a clear understanding of the terminal price of domestic janice.
At present, affected by the epidemic, the pace of Janice's introduction into China has obviously slowed down. Hyundai Group should take the courage to cross the rubicon, learn from this article's summary of the failure of imported cars of other ordinary brands, and quickly take domestic Genese and Paris as the fundamental way to solve the current predicament of modern brands. Only in this way can Hyundai-Kia Group regain its position commensurate with Hyundai-Kia Group's fifth place in the world in China.
Finally, I want to say that it is not spring to stand out from the crowd, but it is spring to let a hundred flowers blossom. I hope that in the future, the automobile market in China will be more than just two fields and one crowd, and there will be more different brands and models competing with each other, so as to make the automobile market in China more colorful.
(This article only represents the author's point of view and has nothing to do with the official position. )
Wen || J.J.
Figure | Network
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.