Jin Xiaoqiang is now starting to work on the problem of market segmentation, which can be regarded as a rainy day, as a person who has come over, Jin Xiaoqiang knows that in the future automobile era, as an automobile manufacturer, what products you want to produce, what products customers must buy in the era, such days are already over.

With the rapid changes in the world pattern, especially the rapid changes in the distribution of personal wealth, the era of market segmentation has come.

The node of this market segmentation, the most concentrated embodiment, is that it began in 2007, and after 2008, because of the impact of the financial crisis and the high price of oil in the world, many European and American consumers have to change their car habits.

In this way, the market demand for automobiles has begun to become ever-changing, and in this era, whoever can seize the market will become the new generation of kings in this changing reshuffle.

And GM, which has always adhered to the spirit of the United States and insisted on making large-displacement engines that eventually collapsed, and Chrysler are examples of those unlucky people.

In fact, for many automakers, everyone has experienced the signs of a change in market style, but at this time, there are really not many companies that can pay attention to this matter.

Everyone was an afterthought of this trend until two years after the outbreak of the financial crisis, with the sluggish and depressed market share, when major manufacturers were actively looking for a breakthrough in their own sales, the new definition of the auto market. Market segmentation has only been taken seriously.

And it was from that time that the major car manufacturers. began to make a variety of different configurations on different models under its own brand to meet the needs of consumers.

This is Jin Xiaoqiang, who came from later generations. It couldn't be clearer.

However, at present, there are not many people who can really pay attention to such market segmentation principles in this upcoming big market era, and there are not many people who really understand this concept.

For Jin Xiaoqiang, this concept is actually simple. It is also clear that a new model is to be launched, and then different levels of configuration are made for the new model.

And this configuration, to pull out a variety of different levels, as much as possible to pull out the price gap, so that more consumers have more choices.

Big brother, let's say, it's the end of 2006. The current automobile market is like this, for example, Huayang Power, the Yidong model they launched has the following configurations.

The lowest-end entry-level version is the entry-level version that starts at 155,800 yuan, and this entry-level model is a 2.0L DVVT manual transmission model.

The second is a 2.0-liter 6-speed automatic transmission model. The third is their top-of-the-line configuration, the 2.4T 6-speed manual automatic model.

A total of one model, there are only three cars, and other mainstream mid-range car brands currently sold on the market, Passat, Camry, Accord and other models of the price and configuration system, are the same.

The configuration of the three cars is different, and the price range is also very different, basically the difference between 15,000 and 20,000, and consumers do not have too many choices in the face of such models, they can only make choices according to their preferences.

However, in this way, many consumers who are not very wealthy but are more entangled in the model are discouraged.

In 2006 to 2007, the country can be said to be in an explosive period of economic growth, and many white-collar workers in cities, or elites, are obtaining their wealth through various means. …,

Especially this year, which happened to be the year of the explosion of the stock market in the Celestial Empire, many consumers have reaped the benefits of the stock market, so they have money to spend on buying cars.

As for the car, this part of the consumers who have just entered the automobile market, the understanding of the car is not very mature, everyone chooses the car, the optimistic is not what the configuration, most of them are related to the shape of the car, the appearance is beautiful, the market reputation is good, then it is it.

Therefore, at this stage, despite the repeated cultivation of Huayang Power and Autohome, many domestic consumers are still relatively blind, and the car culture is still not too mature.

In the original history, in the past two years, it was also the time when Japanese cars and Korean cars were popular, and in these two years, especially in Japan, car sales have climbed to the peak year after year.

During this period, until 2011, the automotive industry of the Celestial Empire has been in a period of explosive growth, with annual car sales growth of more than 20 percent.

But this 20 percent growth, as an automotive industry insider, knows very well how he grows.

In the first two years, such as 06 and 07, these two years were purely because everyone was affected by the 06 Celestial Empire stock market explosion, and the dividends, after a redistribution of the wealth of the whole society, people had money in their hands, so they began to improve their quality of life on a large scale, in this demand, car sales began to skyrocket.

But at this time, most of the car consumers are irrational, and everyone's concept of the car is beautiful, brand and reputation!

Therefore, during this time, all manufacturers in the Celestial Empire have achieved good sales performance.

But when the time entered 08 years, when the world financial crisis triggered by the United States really began to spread to the Celestial Empire, the domestic automobile market of the Celestial Empire began to fall into a panicked scene, and the beginning of the year was not very good.

Everyone's life is not very good, and for a year or so, the market has been in a period of consolidation, everyone is waiting, all want to see if the country will come to the rescue, and during this time, automobile consumption has also begun to slowly return to rationality.

Car consumers are also slowly beginning to understand car knowledge when buying a car. The demand has also begun to be more diversified, and at this time, many shrewd manufacturers began to smell the signs and began the initial pace of market segmentation. Constantly make adjustments to your products.

And at the end of this year, the state announced a new generation of support policies for the automobile market, which made the automobile market of the Celestial Empire prosperous again for two years.

And that is, in the two years of '09 and '10. Automobile manufacturers in the Tianchao automobile industry have begun to improve the pace of market segmentation.

For example, a product under a certain brand can actually make five to six models with different configurations, and the price coverage starts from 130,000 yuan and reaches a maximum of 180,000 yuan in various spans.

And this adjustment will meet and cover the needs of consumers with most different tastes.

For example, the sales champion of the compact class in later generations, Ford's Focus model. As a compact car, it has an independent rear suspension that is not available in its class, and the ESP system is standard across the range, which puts them one step ahead of their entire class.

Then they went from a 1.6L manual model, to a 1.6 automatic model, to a 1.8 manual, to a 1.8 automatic. and then to 2.0T, plus hatchbacks, sedans and other different models of skinning, it is a product that has been made into almost ten products.

The price coverage has also been starting from 100,000 yuan. It has been covered until the cap of more than 180,000 yuan, which is a considerable price coverage range. …,

However, it is this kind of market segmentation that makes this car stand alone in sales that year, firmly occupying the throne of the sales champion of compact models, and the market sales of each month can reach more than 30,000 units, which is still a year when the market prospect is quite bad.

When other companies were still struggling in the market for market share, Ford relied on this car to gain a firm foothold in the market and make enough money.

This shows the power of this market segmentation, and this is precisely because they have a good understanding of the consumption psychology of consumers.

Because by that era, consumers were already quite rational and cautious about buying cars, and most consumers were already very clear about the purpose of buying cars before buying them.

For example, a consumer, who lives in the city, the main purpose of buying a car is to commute to work, and he can go to the suburbs on weekends to have a look, and he also pays more attention to the safety of driving and the so-called driving pleasure.

Then he made it clear that the car he wanted to buy must have an ESP system for safety, and for driving pleasure, it must have independent suspension for the rear wheels, which alone has eliminated most of the models.

Then in the consideration of fuel consumption, his car must be less than 2.0L, so the displacement of 1.6L is the best, manual and automatic completely depends on the price, or personal preference, etc., so after a careful screening, he said that only this Ford Focus can be selected.

And this is exactly the Ford Focus, the magic weapon of the market to laugh proudly, compared with the Volkswagen, he is more affordable, compared with domestic cars, he has brand advantages and technical advantages, and compared with Japanese and Korean cars, it is needless to mention, the thin and stuffed Japanese and Korean cars are not opponents at all in front of him.

Compared with other compact cars, he has independent rear suspension, he has ESP, and his starting price is only more than 100,000, so he is not expensive.

And his high-end model with a price of more than 150,000 yuan, some people say that this is already the entry price of a mid-level car, why not buy a mid-level car?

But if you think about it carefully, you will find that most of the mid-level cars in this price range are entry-level, and many of them are not even equipped with ESP, and even if they are equipped with ESP?

Most of the mid-level cars in this class have a displacement of 2.0L without any special technology, so when it comes to the size and weight of their mid-level cars, the fuel consumption is really not too high......

In the end, as long as it is a rational consumer, after such a comparison, you will find that it is still the most suitable to buy this car!

And this is the power of this market segmentation, that is, automakers directly ask consumers to more segment the models they want to buy, so as to satisfy consumers with different tastes.

In this way, their products are more easily accepted by consumers in terms of configuration.

What Jin Xiaoqiang has to do now is to lay out in advance in terms of market segmentation, and strike first!

At present, in the domestic automobile market, Huayang Power can be described as a standout, firmly occupying the top position in the market share, but Jin Xiaoqiang knows that after the financial crisis spreads to the Celestial Empire, how much impact will it have on the automobile market of the Celestial Empire.

The financial crisis only affects the poor, and for those who are really rich, except for a few unlucky people, the impact is really not very big.

And when these people buy a car, they will not consider domestic cars at all, especially those nouveau riche, they prefer those foreign luxury cars that can bring them face, identity, and status.

In the last life, it was like this, when the financial crisis was at its worst, domestic cars and low-end cars could not be sold in the market, but the sales of luxury and high-end cars were not affected at all, and they were still big sellers in the market. …,

So if you really wait until that time and make adjustments to your own products, it will be too late, and it is better to start planning for a rainy day as soon as possible.

And this Beijing Auto Show is a test site for Jin Xiaoqiang, and at this Beijing Auto Show, he plans to launch this Peter. The K3 was designed by Rihill himself.

And this K3 will also be the pioneer of Huayang power market segmentation, he will be a starting from the price of 110,000, to the end of 168,000, covering 1.6L manual, to 1.8 automatic, and then to 2.0L high-end, there are about ten different levels of products in total.

And at the same time as him, there are also models after the segmentation of the Yuedong brand, and they are also divided into about ten products of different levels.

There is also Octavia, this time they have also made some corresponding adjustments to the low-end model of Octavia, and a lot of changes have been added to the configuration, and this car has officially embarked on the road of segmentation.

All these actions, at this time, may seem unremarkable, but two years later, when the financial crisis really comes, when the hot minds of consumers begin to cool down, you will see the power of this market segmentation system.

The early bird gets the worm!

Market segmentation is not only reflected in the multiple variations of a model, but also in the fact that your product can launch different counterparts, such as the Edo and K series.

At this point, Jin Xiaoqiang copied the concept of the Koreans, who were successful in later generations, and I launched two brands, which are half a pound and eight taels in terms of powertrain, but they have their own advantages in appearance, so that consumers have one more choice...... (To be continued.) If you like this work, you are welcome to (.) to vote for recommendation, monthly pass, your support is my biggest motivation. )