Compare with Feng Tian, no matter be,reach in global sales volume famous degree on, still be respect of core competition ability, day is produced should inferior a bit many. But day is produced existence searched to feel in Chinese market, the sales volume that day of east wind of look forward to of subordinate and joint-stock car produces is in look forward to of car of all day department, be in excellent level, pressing cropland of cropland of wide steam abundant, one steam abundant all the time two cars look forward to.
It is savor probably benefit, day produces the heavy visual range of pair of China markets to spend the day such as the far cropland that compare abundant, Ma Zida is car look forward to tall. From product position at this o'clock the respect can peep a just a little. East wind day is produced existing 13 models are making work (include Zhengzhou day to produce road to amount to) , implementation is medium or small product alignment is enclothed completely, additionally pure dynamoelectric edition highs ease is about to appear on the market. Watch this Feng Tian, cropland instead, look forward to of subordinate and joint-stock car makes work now the model wanders in 9 more, and Ma Zida, look forward to of two joint-stock cars is current altogether just 4 models.
The look of things of development of Chinese car market is better in last few years, add terminal privilege range is bigger, produce and sale of east wind day measures loiter loiter to rise. Produce and sale of east wind day measured implementation to span greatly 2013, jump by 773 thousand of 2012 litre reach 926 thousand. Rose 2015, east wind day produces ascend body sales volume " 1 million clubs " .
But be like what day of scrutiny east wind produces 1 million sales volume to be bought, can discover development of the product below the banner is exceeding lopsided. The person basically be driven that sales volume grows still is the old hero such as Xuan Yi, and this kind of new personality behaves strong guest, Xi Ma not beautiful. To promote sales volume firm, east wind day produces the way that walked up inevitably to trade a volume with valence. Clearly, this method take temporary solution not effect a permanent cure, cause agency revolt easily even. A variety of evidence make clear, east wind day produces old tree to open new flower hard, the frame of backside falls easily.
The old horse maintains sales volume painstakingly, new personality future is dim
Sheet says Chinese market, in car of all day department, quantity of produce and sale of east wind day is in banner level all the time. Channel of car of net of finance and economics arranged east wind day to produce 2012 - the sales volume data 2017, it is 773 thousand respectively, 926 thousand, 954 thousand, 1.021 million, 1.13 million, 1.122 million. Watch east wind instead this cropland total 2012 sales volume only 316 thousand, cropland of wide steam abundant 2012 sales volume only 250 thousand. When day fastens car sales volume to glide, quantity of produce and sale of east wind day still holds absolutely dominant position.
2012 is a watershed, the day since 2013 fastens growth of car sales volume to enter drive. East wind day is produced sales volume amounted to 926 thousand 2013, grow 19.9% compared to the same period. This cropland is wide steam 435 thousand, grow 37.6% compared to the same period; Cropland of one steam abundant is 560 thousand, grow 13% compared to the same period. 2015, east wind day produces ascend body year sales volume " 1 million clubs " . 2018 1-7 month, quantity of produce and sale of east wind day amounts to 611 thousand. If do not have an accident, east wind day produces year of sales volume this year 1 million already are become finality.
Apparently, volume of produce and sale of east wind day rises continuously, development pace is steady, actually inside in the crisis is heavy. East wind day is produced carry out model has more than 13 now, dan Chang sells a product to also high only guest of ease, strange fine horse, Xiao, sounds of nature. However, these 4 models all are veteran, homebred sounds of nature already entered China 2003, generation highs ease appeared on the market 2006, strange fine horse and Xiao guest homebred edition appeared on the market 2008. Be apart from 2018, these 4 appear on the market to already had 10 years at least, take total sales volume however 75% the left and right sides.
East wind day produces total 2017 sales volume to be 1.122 million, high the 4 cars sales volume such as ease is eight hundred and seventy-seven thousand seven hundred among them, occupy than amounting to 78.2% . 9 models total sales volume still is not worth the others 300 thousand, drop is so big, no wonder the personage inside course of study thinks, east wind day is produced " slant division " serious, rely on veteran to be maintained painstakingly completely. Among them, xuan Yi is most popular, sold 2017 gave 422 thousand, but walk along a quantity not to represent gain tall.
East wind day produces newer model expression to be done not have so outstanding. Brand-new strong guest appeared on the market last year in July, experienced 3 month in and month out to had spent 10 thousand brilliant time only, wander in more than 2000 only nowadays. Lunar sales volume maintains La Diao to be controlled in more than 4000. Look again advocate the Xi Ma that makes young customer, lunar sales volume just hundreds of.
Laoche suffering maintains sales volume, newer model expression is lack of power. Such hair develops form, does east wind day produce meeting palpitate?
Sacrificial terminal price trades sales volume
The personage inside course of study thinks, produce and sale of east wind day estimates steady growth, sacrificial terminal price changes those who lean. New model sales volume is bad, sales promotion depreciates! To stabilize sales volume of model of sell like hot cakes, sales promotion depreciates! Finally, although cross 1 million,east wind day produces year of sales volume, profit is not high however, agency runs a state also not beautiful. Why can be exploded to give agency loss to retreat the news of the net from time to time otherwise.
Data comes from the home of the car
East wind day is produced it is more in carry out model in low end model, the price is in centrally more 80 thousand - 250 thousand between, gain ability is general. Among them, the ease of absolutely brunt a small room of sales volume, the price is in 99 thousand - 159 thousand between, , the terminal that still 20 thousand is control is favourable, profit margin is inferior. The price of strange fine horse and sounds of nature is opposite taller, be in 170 thousand - 300 thousand between, should be to be filled with the main creation that control to wear.
Channel of car of net of finance and economics inquired east wind day produces price of privilege of terminal of the product below the banner, discover favourable extent is centered in 10 thousand - 30 thousand between. And the extent of model terminal privilege with poorer sales volume is taller, extent of partial model privilege is very supreme at own brand. Moonish sales volume hundreds of Xi Ma, favourable range is top amount to 50 thousand, price is pulled since low to one hundred and eighty-four thousand eight hundred. For impulse, the highest and favourable extent of ease of popular model a small room also was achieved 20 thousand. Strange fine horse is exclusive a model that does not have privilege.
Terminal privilege range is big, make agency bitter can't bear character already, also let east wind day produce gain to decrease at the same time. According to group of east wind automobile (HK.00489) annals showed 2017, east wind is finite (include east wind day to produce) be filled with close it is 1.692 billion yuan, grow 5.6% compared to the same period. Net assets share, east wind is finite was 2017 413 million, compare 435 million 2016, glide compared to the same period 5.06% . And money signed up for group of east wind automobile first half of the year 2017, more the peril that showed east wind day to produce fully. East wind day produces net first half of the year 2017 gain to be 7.1 billion yuan, decrease compared to the same period 5.3% .
East wind day produces year of sales volume to already broke through 1 million sales volume 3 years to close greatly continuously, but net profit takes advantage this piece slow. Exchange sales volume with sacrificial oneself and agency profit, hidden crisis can erupt sooner or later.
Epilogue: The east wind day nowadays is produced, face multiple crisis: New model expression is lack of power; Sales volume relies on terminal sales promotion to depreciate; Gain ability drops; With agency the relation is in freezing point brim; Frequency of product quality problem is sent... the problem of joint-stock car look forward to and own brand, center body to go up in its body now. Can old tree of future of east wind day still leave " new flower " ?
