At present, what impact will the epidemic have on automobile consumption?

One view is that COVID-19 is similar to SARS in 2003, that is, staying indoors will suppress normal consumption power, and there will be compensatory release after the epidemic. Besides, COVID-19 is contagious, and driving is safer than public transportation. Data show that in 2003, China's automobile sales increased by 35% year-on-year, which is a typical high growth.

Another point of view is that it can't be compared with 2003, because the background at that time was that the number of cars owned by thousands of people was 18, and the cars in China were still in adolescence. The data of 20 19 is 186, and the vehicle density is 10 times that of the previous year. Naturally, the growth rate will not be as fast as that of that year. In addition, the economic slowdown will also drag down automobile consumption.

Che Jujun thinks everything makes sense, so let's take a look at the survey data.

1. What kind of car do you want?

We conducted a questionnaire survey on 360 participants. The audience is mainly Jeju. Com readers who have been paying attention to cars. They are all over the country and there are not many overseas users.

The results showed that 27% of the respondents said they would buy a car after the epidemic. Among these people who plan to buy a car, the most desirable price range is1-200,000 yuan, accounting for 4 1%. Followed by the range of 200,000-300,000, accounting for 29%.

This shows that the economy of 654.38+10,000 yuan is still the mainstream.

Miss Dong, a reader in Shanghai, said: "The epidemic has strengthened the plan to buy a car. I have to take the subway to work three times. How dare I do this now? I can only let my husband pick me up. This is obviously not a long-term solution, so I will buy a car in two weeks at most. "

Studying in Japan is lively and active. Miss Dong's goal is Mazda 3 Angkeira.

Mr. Zhou, a reader in Chongqing, said: "I will definitely only choose more than 65438+ 10,000 yuan. I originally wanted to buy an entry-level luxury car, but I haven't officially resumed work yet, fearing that the economic pressure will be too great. I want to borrow more than 65,438+10,000 cars. "

Mr. Zhou just got married, and the mortgage is more than 3000 yuan a month. Originally, he wanted his family to sponsor him to buy an Audi A4L, but the epidemic made him particularly worried about his elderly parents. "Today, 553 cases were diagnosed in Chongqing, ranking ninth in the country. It's hard for so many Wuhan old people in Weibo to ask for help, and they don't want to spend their parents' money. "

His target model is Haval F7.

Miss Dong and Mr. Zhou are just the epitome of ordinary consumers buying cars in China. At the end of the questionnaire, there is an open question. What cars are you going to buy, or which cars do you think will sell well?

The answers are very different: Volkswagen, Japanese, Great Wall, Geely.

Che Jujun analyzed it and found it easy to understand:

▎ Both are cost-effective choices. Give priority to daily transportation, solve the commuting needs from place A to place B, and avoid possible virus infection in public transportation. At the same time, due to the current economic downturn, we don't want the best, but we want benefits.

▎: They are all big brands and sell a lot. This means more stable quality, more convenient service and maintenance, and more valuable second-hand replacement.

Every product has its own advantages. Compared with 2003, consumers now pay more attention to product strength than cost performance. Taking the above four brands as examples, Volkswagen has always been in line with the Japanese people's favorite sense of high quality. China has always been famous for its fuel economy, the Great Wall is deeply rooted in people's hearts, and Geely's internationalization is obvious to all.

On the whole, it is cost-effective and has face. To put it bluntly, it is worth it.

The data of the questionnaire also confirmed this point:

Among the options of car purchase motivation 12, the top four are: cost performance (64%), brand (58%), fuel consumption and maintenance (47%) and performance (44%). Among the bonus items, the highest vote is: PM2.5 system.

We can call it "VIPE theory" for short, that is, value (cost performance), image (brand image), performance (performance) and economy (use economy). As long as a car meets these four points, the sales volume will not be too bad even in the market downturn.

Some people think that appearance and interior are also important. Why didn't you rank in the top four?

The reason is simple: in the background of full competition, it is difficult for you to find an ugly model. Regardless of luxury cars or independent brands, the design has entered the mainstream level and can only be dazzled.

Let's take Haval F7 as an example, and see how the unusual choice in the extraordinary period came into being.

Second, why can Haval F7 become one of the class representatives?

In fact, many consumers who buy cars for transportation don't know much about automobile technology. They accept the truth that sales are generally not wrong. Looking at the sales volume of 20 19, the two independent brands with the best sales volume are Geely and Great Wall.

Some readers roughly summed it up like this: I don't know what joint venture car to buy, choose Volkswagen and Japanese; If you don't know what car to buy, choose Geely; If you don't know what SUV to buy, choose Harvard. ?

Mr. Zhou of Chongqing aims at SUV. Let's take a look at the sales of Great Wall 20 19.

The total sales volume of Great Wall in 20 19 was1060,000 vehicles, of which 770,000 vehicles of Haval brand were the best. Among Haval brands, H6 and F7 have the largest sales volume, with 386,000 vehicles and 14 1000 vehicles respectively.

Mr. Zhou is 27 years old and thinks Harvard is good, but he likes it better in design and feel because he is more athletic and younger. The main reason is that one of his elders already has H6, and he chose Harvard under the recommendation of the other party. If he chooses another H6, he will ruin his shirt.

This kind of family recommendation purchase is very common for these mainstream brands.

Mr. Dai, a senior salesman of a Harvard store in Shanghai, said: Harvard has a very high brand awareness among some people in Shanghai, and Chevrolet, Hyundai, Ford and other car owners often buy or buy Harvard. Moreover, 30% of the potential customers in the store are introduced by relatives and friends, and word-of-mouth communication has become an important marketing channel for Harvard.

"Many guests will be attracted by Haval F7 when they arrive at the store." Mr. Dai has been engaged in Harvard sales for more than 5 years and knows his potential customers very well.

According to him, Haval F7 has obvious "first-sight advantages": it is relatively large in size, stylish and recognizable in appearance, and there is no lack of design sense in the interior, especially the car's high speech recognition rate, which is very appetizing for young people. During the test drive, the torque of 385N.m matched with 7DCT, which surprised many people. They don't quite believe that this is a car in its early 65438 s. Therefore, white-collar workers in the workplace, young people who work hard from outside, and freelancers who like fashion are frequent visitors.

"In the final analysis, it is because of the high cost performance." Teacher Dai thought about it and summed it up like this.

Take the above table as an example. In addition to a slightly higher fuel consumption, Haval F7 is superior to Volkswagen Tuyue and Honda CR-V, and the actual price is 50,000 lower. Among them, in terms of security and intelligent configuration, Haval F7, which has reached L2 level, has an overwhelming advantage over German and Japanese competitors. The main reason for the high fuel consumption is that this F7 is a 2.0T engine, and its maximum power 165kW is 50% higher than that of Tuyue 1.4T and higher than that of CR-V? 1.5T is higher than 16%.

Haval F7 itself is very cost-effective. During the Spring Festival, a comprehensive discount of up to 25,000 yuan was also introduced, including 1 10,000 yuan in cash, 6,000 yuan in exclusive replacement and 9,000 yuan in financial concessions. Ordering Haval F7 online can also enjoy the preferential policy of 2,000 yuan for e-commerce to realize zero-contact car purchase. This made Mr. Zhou, whose wallet was tight and the epidemic was tense, finally made up his mind. ? "1.2 million to buy a 2.0T four-wheel drive SUV!" Mr. Zhou repeatedly said, "What else do you want? It's over. "

Third, can you overcome difficulties by being able to write and be able to fight?

The above is about value, cost performance and image reputation. What about performance and economy?

The latter two are simply a pair of contradictions: good performance and fuel economy. It is estimated that only electric vehicles can achieve this balance, but Haval F7 is not bad, especially in performance.

Haval F7 accelerates for 7.6 seconds, leaving Tuyue's 9. 1 second and CR-V's 9.6 seconds behind.

This is too important for Mr. Zhou, who runs a customer to do sales. Chongqing is a mountain city with sufficient power and great torque. Occasionally overtaking and merging will not panic. In his spare time, he likes to play football with his college classmates. Speed and control are a subconscious need for him.

"If you can stay with me, you can prosper together." Mr. Zhou joked.

Performance has gone up. What about fuel consumption? Haval F7? The actual fuel consumption of 2.0T is about 10l, which is higher than that of Tuyue 1.4T and CR-V? 1.5T height 2L/ 100km. Mr. Zhou's idea is that if you run 1.5 thousand kilometers a year, the current oil price in Chongqing is 6.73 yuan/liter, and Haval F7 runs 1.5 yuan more, and the annual oil cost is 2,000 yuan more.

"But the time saved by my speed, the comfort brought by the big space and the pleasure brought by the AI ? ? system should be above 2,000." Mr. Zhou comforted himself so much that he felt that he was most afraid of penny wise and pound foolish in sales.

He once had a client who was not his. Every time the other party comes to Chongqing, Mr. Zhou calls a special car to meet him at the airport. The ride experience is good, and you can chat with a relaxed attitude along the way. After many twists and turns, he finally received a big order.

"If I care about the fare of one or two thousand, I still can't get the down payment for the new house." Mr. Zhou is more practical, but he also hopes that Harvard's powertrain will be more mature and fuel consumption will be lower when buying a car. "Old car owners know that the cars of the Great Wall are more mature from generation to generation."

This kind of consumption psychology may be related to the region. Che Jujun pulled out the data, arranged by prefecture-level cities, and made a national sales distribution map of Haval F7. The darker the color, the greater the sales.

There is no doubt that Chongqing is the best-selling city of Haval F7.

Other cities with good sales include Chengdu, Dongguan, Zhengzhou, Baoding, Shenzhen and Wuhan. The annual sales volume in 20 19 is between 1500-3000 vehicles. Southeast and northwest, the layout is quite uniform.

"In fact, there is another reason for choosing F7, that is, its interior is more environmentally friendly and the smell of the new car is not big." Mr. Zhou finally said: "We have children, and we are very concerned about this. Besides, isn't it COVID-19 now? Its PM2.5 filtering system is also a plus item. "

Che Jujun hopes that this COVID-19 will be over soon, and Miss Dong who wants to buy Angkor Vesela and Mr. Zhou who wants to buy Haval F7 can get on the bus as soon as possible.

Jeju tubercle

VIPE mode is a mode that combines cost performance, word of mouth, performance and economy. Usually it is a winning weapon, and it highlights its power under the epidemic.

Car companies that can skillfully use VIPE theory will be as deadly as an adder.

Generally speaking, the COVID-19 epidemic has aroused people's anxiety, which will make consumers more inclined to choose big brands to gain a certain sense of security. This is an opportunity for the public, the Japanese, the Great Wall and Geely.

In addition, we see that the second largest budget range is 200,000-300,000, which is an opportunity for some niche luxury brands. For example, many readers mentioned Volvo and Tesla in backstage messages, as well as their S60 and domestic models? 3 belongs to this range, both of which are famous for their safety and environmental protection, and both have good PM2.5 filtering functions.

Finally, other brands need not worry too much. Readers believe that adding some PM2.5 filtering functions can really increase the intention to buy a car. This ratio is 38%, ranking first. In addition, the new car with online AR car watching and N95 mask function can also attract some consumers' desire to buy a car.

In the post-COVID-19 era, there will be no such high growth as in the post-SARS era, but there will be strong people left behind.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.