Many people would rather spend more money to buy a joint venture car than a domestic car, mainly because they don't trust the quality of domestic cars, or feel that buying a joint venture car is more dignified. Moreover, the large discount rate of joint venture cars is also an important reason to attract our car buyers.
Many consumers really prefer to buy a joint venture car.
McKinsey & Company released a "20 19 Automotive Consumer Insight Report". It says: When consumers have the desire to buy a car, they usually choose two or three brands as "brand candidates". On the whole, the chances of independent brands being considered by consumers are very small.
In other words: when we buy a car, consumers are more willing to consider foreign brands. And refer to the statistical data of a car: from 1 to August this year, among the top 20 sales models, domestic cars only accounted for 6 models, while joint venture cars with more expensive starting prices accounted for 14 models. It shows that most consumers are willing to buy a joint venture car, and choosing a joint venture car is more expensive.
Why are consumers willing to spend more money on joint venture cars?
This is mainly because many of our friends who buy cars don't trust the quality of domestic cars. There is a paper in Time Finance, "Analysis and Research on Marketing Strategy of Domestic Brand Cars in China", which says. As a large expense for families or individuals, the quality of cars is a very important factor. Many friends who buy cars would rather buy reliable cars than fancy cars.
The early domestic cars lacked a little experience in research and development, manufacturing technology and so on, and the quality of the cars really could not satisfy our consumers. For example, the parties of 20 13 and 3 15 mentioned above are Tongyue, and the coating process is defective, which leads to serious rust. , right?
Domestic brands really know their shortcomings, so they have been trying to find ways, and what they lack is to make up for it. Domestic cars have their own research and development capabilities through independent research and development, reverse research and development, foreign-funded cooperative research and development, and tapping talents from large manufacturers, and many high-quality models have emerged.
According to the data in "20 19 China New Car Quality Research (IQS)" published by J.D.Power, the number of hundred-car problems of GAC Chuanqi, Baowo, Ke Ling and Chery is "PP 100", which is less than that of many mainstream joint venture brands, that is to say, domestic cars are actually better than joint venture cars.
But once the first impression is formed, it is difficult to change. Once bitten, twice shy.
There is a paper in "Research on Publishing and Distribution", "The Absence of First Cause Effect in Abstracts of Scientific Papers and Countermeasures for Improvement". In people's cognitive activities, the information that appears first plays a dominant role in people's impressions, and it will also have an important impact on later cognition.
That is to say, at the beginning, our consumers who bought cars listened to reports every day: "The quality of domestic cars was poor, and they hit the accordion" and "The wheels flew out while driving" and so on. Whether it's true or not, but after listening to it, I think the quality of domestic cars is poor, so I will intentionally or unintentionally want to avoid domestic cars when buying a car, right? This is a more important reason.
Consumers pursue face
Also, in order to pursue the so-called "face", we may buy a car and a more expensive joint venture car. There is a paper in Forecast magazine about the research on the influence of price comparison on consumers' perceived face, which says. Product price is an important factor affecting consumers' sense of face. The higher the price, the more face they feel.
It's like: driving a Ferrari to a class reunion is more attractive than driving a Wuling Hong Guang, right? High probability, sometimes not necessarily. In addition, in addition to the price, the joint venture brand itself can also make consumers gain more face.
There is a paper in Business Situation magazine, which is about the psychological aspects of automobile consumption in China. China people have a strong brand awareness in consumption, and the consumer psychology reflected by automobile consumption is: advocating foreign brands. As Tony Leung Ka Fai said in the movie, "We all drive Mercedes-Benz and Rolls-Royce. No wonder you get stuck in traffic when you drive to Mazda. " The same.
What is the relationship between road traffic and brand? I just think it's important in my heart. Therefore, in terms of price and brand, joint venture cars are "a little more respectable" than domestic cars, but there are still many consumers and friends who are willing to pay more.
After the discount, the joint venture car is not much more expensive than the domestic car.
Besides, joint venture cars have not been particularly popular in recent years, have they? I began to discount desperately. Originally, the price was relatively high, but later it was discounted. One is that the discount rate looks cool; Another point is that it is not much more expensive than domestic cars.
The Economic Analysis of Differential Pricing between Independent Automobile Brands and Foreign Brands said above: In order to break the monopoly advantage of foreign brands, independent brands use low-price strategy to seize the market. The joint venture brand is smart, and it will be discounted immediately. "Leopard is 30% off, tiger is 20% off". Is everything here?
Buick Hideo (6th place) and Geely Emgrand (9th place) are examples in the ranking of automobile sales in September compiled by an automobile company. A certain car home has a discount: the same 1.5L automatic low-profile model, 6.5% off Yinglang and 7.2% off Emgrand. Just listening to the numbers, do you think Yinglang is cheap? "Oh, yo" or a joint venture car?
Then refer to the landing price calculated by a car network: if both cars are 30% down payment, 3-year loan, all insurance. Yinglang down payment is only about 7700 yuan more expensive than Emgrand. On the monthly payment, Yinglang is about 430 yuan more expensive than Emgrand. It's not expensive at first sight. Isn't it more dignified to choose a joint venture car? It is human nature to be willing to add so many thousands of dollars.
Consumers are willing to buy a joint venture car for many reasons.
So generally speaking, our consumers don't trust the quality of domestic cars, pursue face and brand, and the joint venture car is now very favorable, which are important reasons why consumers are willing to spend more money on joint venture cars.