January China Small Vehicle Market Analysis Report

In January 2013, the overall brand structure was relatively stable in the small car market in China, and there were only three brands in the top ten in the rankings. Among them, Kia Qilian won the championship of brand watch; Long arranged for two positions, which surpassed Hyundai and Chevrolet in the second place and became the most prominent brand this month; while Hyundai and Chevrolet ranked both in decline. Ranked third and fourth in the list. Cars concerned about the list, Kia K2 became the most attention to the small car cars, Changan's Yue Xiang V3 beyond the front end of the car ranked fifth.

Report Highlights • Brand Concern: Kia leads the brand watch list with a ratio of 12.4%, Changan and Hyundai rank second and third; Chang’an has risen significantly, up two positions from the previous month, while Hyundai Chevrolet's rankings have declined.

• Product Focus: The KIA K2 has become the most popular car for small cars, followed by Rena and Seymour. In the product list, the 2012 Kia K2 sedan 1.4 GL Commemorative Edition MT has become the most popular. User-friendly small car models.

• Analysis of parametric characteristics: The 1.4L displacement product was the most popular, with a market share of over 30%; the market attention rate of the price segment below 50,000 yuan rose by 1.0 percentage point to 16.0%; the attention ratio of the sedan saw a rebound. 52.9%.

• Case study—Chang'an: From June 2012 to January 2013, Changan’s brand attention trend has increased significantly; the number of products of Yuexiang V3 is only three, but it accounts for more than 50% of Chang’an’s market share.

First, the brand attention pattern • Kia Qilian brand watch list championship In January 2013, the small car market in China, Kia, Chang'an, Hyundai and Chevrolet four brands have a market share of more than 10.0%, of which, Kia Qilian won the brand championship championship The proportion of attention is 12.4%. Changan, Hyundai and Chevrolet have a market share of 11.1%, 11.0%, and 10.1% respectively. Brands with the top ten brands in the list have accumulated 75.6% market share.

• Long-scheduled name rises. Two of China’s small-car brands’ attention in this month’s rankings, Chang’an has become the most prominent brand. After ranking two places higher than last month, this month’s rankings have risen again by two, with a 11.1% focus. Ranked second in the list, up 1.5 percentage points from the previous month, while the Hyundai and Chevrolet behind both fell one position and ranked third and fourth in the list.

Judging from the changes in the proportion of concerns, the top six names in the list, in addition to rising Changan, the attention ratio of the other five brands have declined to varying degrees. Among them, the largest decline in the public, the proportion of concerns over the previous month fell by 1.0 percentage points to 6.9%.

Second, the product focus on the pattern (1) car rankings • Kia K2 ranked in the car championship in the car concerned about the list, from Kia's Kia K2 won the championship with a proportion of attention ratio of 11.6%, but the proportion of attention fell from last month 0.8 percentage points. The modern Rena ranks second, paying attention to a ratio of 11.0%, which is only 0.6 percentage points from the top Kia K2. After Chevrolet's Sail and Volkswagen's Polo were separated, attention was paid to 8.1% and 6.8% respectively. In addition, Yuexiang V3, Feng Fan, Carnival and Swift have also entered the top ten.

(II) Product Ranking • Sedan products are concerned about product rankings. The 2012 Kia K2 sedan 1.4 GL Commemorative Edition MT from Kia has become the most compact car product attracting market attention. The ratio of attention is 4.0%. The product price is 72,900 yuan. The second and third respectively are Changan's 2012 Yue Xiang V3 1.3 manual standard and Hyundai’s 2010 Renault sedan 1.4 GL MT standard, with product offerings of RMB 439,000 and RMB 73,900, respectively.

Judging from the brand sources of the products on the list, Kia, Changan and Hyundai have two products in the top ten; the other four products belong to the Honda, Volkswagen, Chevrolet and Suzuki brands. From the perspective of the body structure of the product, the sedan occupied six seats in the top ten and swept the top four. It can be seen that the sedan products are more concerned by the users of small cars.

(III) Displacement Structure • The 1.4L displacement product is most favored. In terms of displacement, 1.3L-1.5L displacement products have accumulated more than 80% market share. Among them, the 1.4L displacement product is most favored by users of small cars. The market attention ratio exceeds 30%, reaching 33.0%; the market share of 1.3L and 1.5L displacement both exceeds 20%, which is 25.3% and 21.3%, respectively. 1.6L displacement of the product concerned about the proportion of more than 10%, 10.3%.

(IV) Structure of price segment • Increased attention on low-priced products In January 2013, due to the increase in the attention of domestic brands such as Chang’an, the attention of low-priced products has increased significantly in the small car market in China. Among them, the product attention in the price segment of 50-80 thousand yuan continued to rise, with the share of attention reaching 47.2%, up 0.3% from the previous month; the percentage of products under 50,000 yuan was 16.0%, which was higher than the previous month. 1.0 percentage points.

(V) Body Structure • Concern over the proportion of sedan cars In January 2013, sedan cars accounted for more than 50% of the market’s attention, and the market’s attention ratio was 52.9%, a slight increase of 0.2% from the previous month. . The proportion of concern for hatchback cars has risen for two consecutive months. This month, the trend has dropped slightly, at 45.0%, down 0.2% from the previous month.

III. Case Study - Chang'an (I) Brand Trends • Chang'an Overall Trend Rise On June 20, 2012, Chang'an Yuexiang V3 was formally listed in Shijiazhuang City. The new car launched three models with a price range of 43900-49900 yuan. On September 10th, Changan Automobile announced that Changan Yuexiang V5 was officially listed on the national market. This time, four models with different configurations were released, priced at RMB 65,900-79,900. After the new car was put on the market, Changan’s brand awareness trended upward.

From June 2012 to January 2013, China Changan’s overall brand focus continued to rise. Among them, from June to October in 2012, Changan’s brand awareness increased from 5.4% to 9.2%, and it declined slightly in November, but then the trend rose again, rising to 11.1% in January 2013.

(II) Product Structure • The number of products over 60,000 yuan was higher In January 2013, Changan had 31 products of four cars. Among them, Yuexiang has the largest number of products, up to 18 models; Changan CX20, followed by 6 models; and the newly released Yuexiang V5 and Yuexiang V3, the number of products are 4 and 3 models.

• Yuexiang V3 products are favored by users. From the perspective of the proportion of cars concerned, although the number of products of Yuexiang V3 is the smallest, due to its lower price and better reputation, it has received a lot of attention from Changan users. The proportion of attention is as high as 53.8%. Changan CX20 ranked second with a focus on 11.4%. Yue Xiang and Yue Xiang V5's attention ratio is about 10%, respectively 11.4% and 10.2%.

Small car: also known as A0 class car, generally refers to models with a wheelbase between 2.3 and 2.5 meters and a displacement of 1.0L to 1.5L, such as Kia K2 and Volkswagen Polo.