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In this year's overall car market decline of more than 8%, 5 joint ventures of,, (50000 grand prize) in China have sold 3.04 million vehicles, up 7.6% year-on-year, and their market share has also expanded to 20.6%. Japan's car companies bucked the trend and went out of a wave of independent market. It can be said that the whole car industry peers are "envious". However, as the largest and longest-standing Japanese model, within two months after the launch of the new model, the sales volume showed an extreme trend of "floor to ceiling". First, it dropped to the lowest level in the single month of this year in August, and then soared to 26000 units in September, which is eye-catching. However, can the sales trend in the future keep rising? What's the competitive power of the new Carola products? What is the impact of Toyota's localization strategy? With these questions, let's explore. 60s quick understanding of the core arguments: 1. In order to better cope with the current market competition from the product and brand level, Toyota has been deeply involved in the Chinese market through the two car strategy, the strategy and the oil electric hybrid model strategy; 2. After the new Carola is more young, it maintains the competitive relationship between the old car and the Langyi, and other major household cars in the past, and at the same time, it has the same brand and partial sports thinking with its biggest competitors The competition relationship is further strengthened; at the same time, it may be impacted by the products from Chinese brands seeking to break through upward, such as linker 03; 3. Compared with the old models, the new Carola increases the price range, improves the configuration of suspension, active and passive safety and multimedia, and reduces the functions of seats; in the whole market, although the configuration differentiation between the new Carola and leiling is small, it is compared His joint venture brand model is still a bright spot in airbag, active brake and other safety configuration. At present, the Chinese market is in a very fierce period of change. With the change of consumer lifestyle and consumption structure, the demand of consumers for automobiles has changed dramatically. At present, the market competition is not limited to the product level, but more focused on the brand level of automobile enterprises. Consumers' identity to the brand of automobile enterprises is higher than ever before, and the excellent product strategy of enterprises will undoubtedly help consumers to improve their brand awareness. Therefore, to understand the competitive strength of the products, first look at the localization strategy of the automobile enterprises in the Chinese market. One point one For Toyota, the first thing we have to mention is the "two car strategy" specially designed in the Chinese market. That is, in the joint ventures of Toyota and GAC Toyota, two products are launched respectively based on the same product development platform, and the two products have the same key product strength in three parts, only a small number of products such as model design end and sales price In essence, they belong to the same car, which is why they are often called "shell cars". Through the implementation of the two car strategy, on the one hand, we can sell one car and two cars. While reducing the cost of model development and improving the efficiency of product launch, on the other hand, we can expand the scope of consumption coverage, improve the sales volume and market volume of the whole car line, and squeeze the market share of competitors in the same line, which can be described as more than one stroke. Figure: the implementation roadmap of Toyota's China's two car strategy is based on this consideration. Since Volkswagen first started, many vehicle enterprises have followed closely, and implemented the strategy one after another. Toyota is no exception. In recent years, it has continued to increase its weight, which has a trend of covering the whole range of its vehicles. In fact, in the five years since the implementation of the strategy in 2014, Toyota has successively expanded from Carola and leiling to Vicki and Yaris l Zhixiang, Vicki FS and Yaris L Zhixuan, Yize izoa and c-hr; according to the body type and model level, first from compact cars to small cars and small SUVs, it is more likely to expand to medium cars, compact SUVs and medium and large SUVs in the future. 1.2 in addition to the small vehicle strategy and the dual vehicle strategy of the oil electric hybrid model, as early as 2012, Toyota actually released the "cloud power strategy" to shift its strategic focus to the energy-saving route with the small vehicle and the oil electric hybrid model as the core. Up to now, the earlier small vehicle strategy and the hybrid model strategy have been implemented. "Figure: Toyota's product portfolio in China market" first looks at the small car strategy. Due to the country's continuous attention to environmental protection, the rise of oil price and the previous preferential policies for small displacement vehicle purchase, Toyota has always attached great importance to the layout of compact and below models (Toyota will integrate the compact and below models into the "small car" strategy), and after deep cultivation, it is necessary to Next, the ratio of the number of compact cars and medium and large cars is 6:3, the ratio of the number of compact cars and medium and large SUVs is 3:2, and the number of compact cars accounts for 64% of the total number of models. Combined with the sales volume in the first three quarters of this year announced by the passenger Federation, the sales volume of Toyota's compact and below models accounts for 73%, while that of Honda's is only 71%, and that of GM and the two brands as a whole is only 58%. The importance of Toyota's small car strategy can be seen. With the small car strategy that emphasizes economy, that is, "small car, low fuel consumption, good economy", the economy of Toyota model is gradually promoted in the market, and integrated into its brand DNA, brand awareness and reputation are greatly improved, and market sales are the best example. "FAW Toyota Corolla" has also caused a series of problems. Due to the low price of the model and the emphasis on economy, many consumers will feel that in order to ensure the profits of the car enterprise, the model will be developed with a high probability to control the cost by reducing the product quality, thus forming a "low price, low grade" product awareness of the brand, causing customers to worry about the safety of the model , which is why many consumers immediately feel "skinny and unsafe" when they talk about Japanese cars. The second is the hybrid model strategy of oil and electricity. After Toyota first launched the hybrid model Prius in China, it took the lead in testing the compact hybrid models of corolla and leiling in 2015. Just as the so-called "first in" is the king, first in the market is bound to gain market dividends and leading publicity advantages. "Figure: combination of hybrid vehicles in Toyota's Chinese market" and at present, Toyota has expanded hybrid vehicles from compact cars to medium and large cars, and has not a great chance to expand to more than compact SUV products. With the continuous large-scale introduction of hybrid technology and the increase of user ownership, under the effect of scale, the development of hybrid vehicles It is bound to enter a virtuous circle, and the market is expected to further improve its favor. However, the hybrid model is not without its disadvantages and risks. For a long time, compared with the plug-in hybrid model and other new energy models, the government's support for the hybrid technology has not been high, and the hybrid model in the whole market is still small. At the same time, compared with the gasoline vehicle, the early investment cost of consumers in purchasing the hybrid model is still slightly higher. Although in the short term, under the influence of new energy models and strengthening of vehicle enterprises in the next year, it is estimated that the positive effect of hybrid technology is likely to strengthen. But in the long run, the trend of electric vehicles in the future is irreversible, and the process of electric vehicles is speeding up. Once the key technologies such as electric vehicles and charging efficiency have been broken through, as a transitional technology from fuel vehicles to electric vehicles, the elimination of hybrid vehicles is only a matter of time. If we look back at the corolla and leiling of the old Toyota models, it is not difficult to find that the design of leiling is more sports style and the Corolla is more household type, while the differences in model positioning directly lead to the different sales performance and the different relationship with other models due to different customer levels. "GAC Toyota leiling" and according to the executive deputy general manager of FAW Toyota Yashi shuigu, although the new Carola customer layer still continues the old 30-year-old family users as the core, but through the development of sports models, it is bound to attract more young users. In fact, after the new generation of Carola and leiling, the two products not only operate the sports model at the same time, but also are more similar in the design style of the ordinary model. Many consumers are unable to distinguish them accurately, which undoubtedly intensifies the competition between the two models. Figure: the changing trend of the competition pattern of the new and old Carola models. According to the number of times of comparison between different car lines in the big data of car home, it can also reflect the competition relationship in the minds of Carola users. By comparing the data of March and October this year, it is not difficult to find that before and after the transformation of Carola, the same brand of leiling is still the biggest competitor of Carola. At the same time, the main compact sedans of other joint ventures, Xuanyi, civic and Langyi, are still among the top three core competitors. At the same time, with the adjustment of the new Carola design positioning, in the ranking of comparison times, the thought domain of partial motion concept has risen from the third place in the past to the second place today, and the competition relationship has been further strengthened. As a result, the Langyi competition relationship of partial home car positioning has become relatively weak. "Figure: average price trend of Chinese brand models" at the same time, due to the implementation of China's brand up breakthrough strategy in recent years, the price of Chinese brand models has also been relatively fast. According to the latest data released by the Federation in October, the average price of traditional fuel models has been growing continuously, and its growth has been expanding, while the average price of models is often accompanied by the improvement of its product strength. In fact, in recent years, on the one hand, Chinese brands have launched new brand models represented by, wey, etc., to challenge the products of the joint venture company. On the other hand, traditional Chinese brands such as,,, SAIC are also trying to enhance their brand image by strengthening their product strength and seeking to improve the sales volume of high price segment models. Obviously, with the rapid progress of technology, more and more Chinese brand models such as linker 03, which are close to the new Carola price, are expected to increase. In the future, a series of chemical reactions will definitely be triggered in the market, bringing new changes. "Link 03" as for the oil electric hybrid model of corolla, because it is currently in the niche market, that is, in the current situation, only leiling has launched the hybrid version of the compact car, and other vehicle enterprises have not yet set foot in it, so its competition situation is self-evident. However, it is believed that with the application of 48V technology by joint-venture brands and Chinese brand models in the future, it will probably have an impact on the sales of Carola's oil electric hybrid models. In terms of specific product strength, we select leiling, Xuanyi, Siyu, Langyi and Lingke 03 as reference objects, and analyze the product strength of new Carola based on the current situation of old products. First of all, by comparing the old models, we can see what changes the new corolla has, and then, according to its core product strength, we can see whether we can change the relationship between the advantages and disadvantages of the old corolla and its competitors. "Figure: the brand-new carrola and its main competitors represent the price trend." compared with the old version, the entry and top matching versions of the brand-new carrola are increased by 14000 yuan and 4000 yuan respectively. By deleting the low-priced 1.6L engine and all manual transmission versions in the past and pushing out new models such as the high-priced sports version, the low price segment of the old model is improved in this way Elephant. Refer to the recommendation and sales volume of each version of the new car purchase Manual of car house