TU-TESL

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Since the opening of the two child policy in 2015, the number of families with the structure of "2 + 2 + 2" has gradually increased, which has had a certain impact on the 6 / 7 seat model market, spawned more demand for family car travel, and also made many car enterprises increase their layout in this field. With the upgrading of consumption, consumers are becoming more and more picky about product quality when they purchase and change cars, and the demand for cars is becoming more and more rational. Users also have obvious demands for upgrading 6 / 7 seat models. How hot is the market for 6 / 7 products by 2019? Which products affect the market of 6 / 7 products? Let's take these questions together to see what has changed in the 6 / 7 seat passenger car market. Read the full text in 30 seconds: 1. The opening of the two child policy has prompted the vehicle enterprises to increase the launch of 6 / 7 seat models. 2. During 2019, the decline of 6 / 7 medium-sized SUV leads to the decline of the overall 6 / 7 market. 3. 6 / 7 leads keep steady growth and occupy the largest share in 6 / 7 market segments. 4. Space and appearance are still the basic demands of users when purchasing 6 / 7 seat MPV models. Power, comfort and control will also affect the purchase decision. Model level standard: the models mentioned in the paper include small SUV, compact SUV, medium SUV, medium and large SUV, and the model classification standard is divided according to the standard of the car home product library. The data source shows that: the data in this paper, such as the number of clues, the proportion of purchase decision-making factors, and the satisfaction index, are from the big data of automobile home. Index Interpretation: clue quantity refers to the quantity of orders placed by users in the car home, which can indicate the purchase enthusiasm; the proportion of purchase decision factors refers to the ratio of the number of car owners who mention the purchase factor to the total number of car owners; satisfaction index is calculated by the number of positive and negative references of users to configuration factors, and the satisfaction index greater than 0 indicates that the positive comments are dominant, and less than 0 indicates that the negative comments are dominant Leading. From the perspective of the model level of 6 / 7 seat vehicles, MPV and SUV are the main models of 6 / 7 seat vehicles, and SUV and MPV also have their own characteristics. In terms of appearance, SUV gives people a more aggressive feeling, and MPV is more mature and stable. In terms of seat layout, seven SUVs are derived from five SUVs, and the seat layout is mainly "2 + 3 + 2"; MPV's seat layout is relatively flexible, and the seat mainly adopts a variety of layout forms of "2 + 2 + 3, 2 + 2 + 2, 2 + 3 + 2". In terms of chassis and trafficability, SUV's chassis height is higher than MPV's, and MPV's trafficability is better. MPV is more suitable for driving on flat roads. From the perspective of the number of new models launched on the market with 6 / 7 seats, before 2016, the number of MPV models was higher than that of SUV with 6 / 7 seats, and 6 / 7 seat models were all in a stable growth trend in their respective market segments. In 2016, with the opening of the two child policy, major automakers launched more 6 / 7-seat SUVs to attract more consumers. The number of new models of 6 / 7-seat SUVs on the market surpassed MPV in one fell swoop. The market heat of 6 / 7 seat models did not increase continuously with the increase of new models on the market, but declined in 2019. What is the reason for the downward trend of the market? We use the trend of clues to locate the reasons for the decline. As a whole, the lead volume of 6 / 7 seat SUVs has experienced a rapid growth since the second child policy was released, from 12.2% in 2016 to 29.0% in 2018. During this period, the compound growth rate reached 54.4%. The rapid growth of 6 / 7 seat SUVs and the strong promotion of manufacturers have greatly promoted the lead volume of 6 / 7 seat SUVs in 2016-2018, directly driving the growth of the overall 6 / 7 seat market. But since 2019, the overall clue has declined. From the perspective of model level, the clue of MPV still keeps stable growth, while the clue of 6 / 7 seat SUV has declined. The cooling of the market heat of 6 / 7 SUVs led to the downtrend of the whole 6 / 7 market, among which the decline of medium SUVs was the main factor. In terms of the proportion of market leads of 6 / 7 seat models in recent 5 years, the main market segments of 6 / 7 seat models are MPV, medium-sized SUV and medium-sized and large SUV, among which MPV is still the market segment with the largest proportion of online demand in 6 / 7 seat market. After the second child policy was released, the number of MPV clues increased steadily, but the proportion of MPV clues decreased in the next two years, and then increased in 2019. The trend of MPV clues proportion restraining first and then increasing is mainly caused by SUV fever. On the other hand, in the market segment where 6 / 7 SUVs are located, the highest proportion of clue volume is medium-sized SUVs and medium-sized SUVs. The proportion of clue volume of 6 / 7 medium-sized SUVs is increasing year by year, from 8.9% in 2015 to 18.3% in 2019. However, the proportion of clue volume of 6 / 7 medium-sized SUVs with the largest proportion is decreasing year by year, from 38.4% in 2015 to 30.5% in 2019, while only from 2018 to 2019 In one year, the medium-sized SUV dropped by nearly 5%, which directly affected the decline of the overall 6 / 7 seat car market. From the perspective of space and ride flexibility, 6 / 7-seat medium-sized SUVs do not have much advantages over MPVS and medium-sized SUVs. When users purchase 6 / 7-seat models from the perspective of family riding, the factor of ride space becomes extremely important, which will affect the decision-making of users when purchasing cars. If the space and ride flexibility of medium-sized SUV can not be further improved, its disadvantages will be more prominent compared with medium-sized SUV and MPV, and the characteristics of market differentiation will be more obvious. Specifically, which medium-sized SUV models have the highest user heat reduction? Now let's explore. From the change of clue quantity of 6 / 7-seat medium-sized SUV in recent two years, the 5 6 / 7-seat medium-sized SUVs with the largest decline are Fengguang 580 (parameter | inquiry), Auchan cx7, trumpchi gs8, Ruijie and BAIC magic speed S7. The clue quantity of these 5 models accounts for 73.5% of the total line quantity of 6 / 7-seat medium-sized SUV. Among them, the lead volume of Fengguang 580 and Changan Auchan CX70 decreased by more than 2%, reaching - 2.62% and - 2.21% respectively; then look at the five 6 / 7 seat medium-sized SUV models with the largest lead increase, namely, Tang, jietu (50000 Grand Prix) X90, Shengda, Changan Auchan Kesai and Tang Xinnengyuan, with only one car in Tang rising by more than 2%, and the other models rising relatively low. Therefore, the overall clue proportion of 6 / 7 medium SUVs is in a downward trend. What's the gap between the weak and strong models of 6 / 7 seat medium-sized SUV? From the perspective of word-of-mouth evaluation, let's first look at the product performance with strong clue volume. As the 6 / 7-seat medium-sized SUV with the highest increase in clue volume, Tang has the highest comprehensive score, and its performance in appearance, comfort and power is completely higher than other models. It also has a very high evaluation in handling, space and interior decoration. Users give it from the internal and external appearance value to vehicle riding High score and high cost performance also give users a sense of value for money; next is the jietu X90, which ranks second in the increase of clue volume. Its performance in terms of interior and fuel consumption is completely higher than other models, and its power, handling and comfort also have certain advantages. Let's look at the three models with the highest decline in clue volume. Fengguang 580, Changan Auchan and trumpchi gs8 are all lower than other models in terms of power and comfort. Trumpchi gs8 and Changan Auchan also have a certain gap with other models in terms of interior decoration and cost performance. We can see that the lack of power, comfort and interior decoration leads to lower user scores. Therefore, in the future, 6 / 7 seat SUV needs to improve its product strength in terms of power and comfort to meet the needs of users in order to cope with the competitive pressure of the market. Driven by consumption upgrading, users pay more attention to quality and practicability when purchasing cars at home. With the increase of family population, there is a higher demand for the number of seats and space of cars. Therefore, the demand of 6 / 7 seat car market still exists. Although MPV still occupies the largest market share of 6 / 7 seat car market, the overall market share is relatively low. Only by following the needs of users to improve the product power, can we occupy a larger market share in the future. Let's take a look at the change trend of MPV purchase decision in recent years through big data of car house. When users purchase MPV, they will start from the perspective of space and appearance. The proportion of other factors is not high. From the main decision-making factors of car purchase, before the second child policy was released, the decision-making factors of space purchase decreased from 54.2% in 2011 to 44.2% in 2015, and even dropped to about 45% in 2014 and 2015. But since the policy was released in 2016, it has risen again to 51.9% in 2019. Space is the rigid demand of 6 / 7 seat products. Users need enough practical space to meet more demands As a result, the impact of space decision-making has picked up; the impact of appearance as a purchase decision-making factor has also increased from 27.1% in 2011 to 42.5% in 2019. Excellent appearance has also become another important factor in purchasing MPV. The interior, power and comfort are also gradually affecting the purchase decision of users. On the basis of user requirements, we will analyze the current situation and improvement points of MPV products with 2019 product satisfaction data. According to the satisfaction index dimension of MPV product evaluation, the space and appearance need to satisfy the users at the same time, so as to meet the users' essential vehicle needs; the handling and information and multimedia functions have high satisfaction scores in practice, which also shows the advantages of MPV. Although they are not the main needs of users at the time of purchase, users have more control and information in the vehicle experience The media function has a relatively satisfactory experience. In the future, we can increase the publicity of these two indicators to promote the sales of follow-up products. The indicators of power, comfort and interior decoration are also the factors that users consider more when buying a car, but the satisfaction level is relatively low, which can further improve the configuration of power, comfort and interior decoration, so as to make MPV more competitive. From the market heat trend of the whole 6 / 7 seat model after the second child policy was issued, MPV model still maintained a stable growth, while the lead volume of seven seat SUV products began to decline this year, mainly affected by the decline in industry growth and the failure of products to meet user demand. From the perspective of user's decision-making factors, space and appearance are the basic demands of users for 6 / 7 passenger cars. At the same time, users will also consider multi-dimensional factors such as power, comfort and handling when purchasing cars, which need to meet the needs of users to further improve product strength and practicability to promote the growth of the market. With the increase of family population, the demand power of 6 / 7 seat model market still exists in the future, and 6 / 7 seat model market still has development potential.