Beishangguang saves pickup trucks? Barrels also have springs.

Editor Yang Yaru

"Cheap", "broad vision" and "can pull goods" are the biggest feelings of Wu Yang (pseudonym) in driving a pickup truck for three years. In 20 17, after Liaoning province relaxed the restrictions on pickup trucks entering the city, he drove a Great Wall Feng Jun 6, replaced his Wuling van and became a pickup truck owner. "I can run very fast, and I am no longer afraid of the traffic police checking passengers and goods." Wu Yang was full of praise, but he changed the subject. "It is that there are few parking spaces in the city and it is not easy to park; The road is too narrow to turn around. "

Around him, small business owners, workshop owners and factory directors are the most common pickup truck owners in the local area. "Earth" used to be the biggest impression of pickup trucks. In the past few years, due to policy reasons, pickup trucks have not been widely promoted.

But now that the policies of first-tier cities have been loosened, it seems that spring is coming, and "bumpkins" are becoming "travel artifacts".

In the past May Day golden holiday, Chongqing pickup truck owners enjoyed a wider range of concessions for the first time in the city. On the day before May Day, Chongqing Traffic Patrol Corps announced that the city would relax the management restrictions on pickup trucks from May 1 day. Since then, all pickup trucks registered in Chongqing can drive freely in the city after filing (some traffic areas are restricted in the morning and evening rush hours on weekdays), so Chongqing has become the first municipality directly under the central government to allow pickup trucks to pass.

Chongqing's policy of lifting the ban on pickup trucks has emerged. A few years ago, "Start the pilot program of releasing pickup trucks into the city at the right time" appeared in the document of the General Office of Chongqing Municipal Government. On June 5438+ 10 this year, the Chongqing Traffic Patrol Corps said that it would "relax the restrictions on convenient pickup trucks entering the city" and release a good signal. In the same period, Jinan, Jilin, Ningbo and other cities announced "lifting the ban" one after another.

The domestic pickup truck market seems to have ushered in a "car tide".

"On the one hand, it is to expand domestic demand and promote consumption upgrading; On the other hand, in order to attract overseas enterprises to increase their investment in China. " Qiao Kun, deputy general manager of SAIC Datong Sales & Service Co., Ltd. and general manager of pickup truck division, analyzed the reasons for the frequent introduction of recent policies.

In the early years (after 20 16), Hebei, Liaoning, Henan, Yunnan, Hubei, Xinjiang and other places have been listed as pilot provinces for lifting the ban on pickup trucks. In the year of lifting the ban, the sales of pickup trucks in six provinces ushered in rapid growth, and the growth rate in Xinjiang even reached nearly 40%.

But since then, the development speed is still limited. During the four years from 2065438+06 to 2065438+09, the domestic sales of pickup terminals only increased by less than 20%, from 320,000 to 370,000.

Watchmaker/Yiou Automobile Commercial Analyst Zhang Nan

In cities outside the pilot, due to the restrictions on trucks and the fact that pickup trucks are classified as trucks, the development of pickup truck market is difficult in many large and medium-sized cities with consumption capacity. "This restriction is long-term, so domestic pickup truck lovers have not formed." Xu Haidong, assistant secretary-general of China Automobile Association, told Yiou Automobile that "the formation of the group needs a process."

On the whole, even though the market prospect is broad, the pickup truck market in China is still in its infancy. From the outside world, whether the policy of "restricting entry into the city" is open or not is an important variable for the future development of the domestic pickup market.

0 1

Spiral spreading method

For decades, the development of pickup trucks in China has been quite tortuous.

In 1980s, with the reform and opening up, pickup trucks began to appear in China, and Baoding Tianye and Chengdu Bailu became the first pickup truck brands in China. Since then, pickup trucks have been classified as light trucks in the Industrial Policy of Automobile Industry promulgated by the State Council, and major cities have begun to implement restrictive policies, which makes pickup trucks marginalized. With the arrival of the "lower tide", the durable and large-capacity pickup truck has regained the favor of users, and the Great Wall Deerskin Card can be described as a smash hit.

After years of development, the image of pickup truck is deeply rooted in the cognitive level of China users, and it is difficult to form a cultural trend. Naturally, it cannot be compared with cars, off-road vehicles, SUVs and other models.

In contrast, in the United States on the other side of the ocean, local residents have already formed the habit of driving pickup trucks, using pickup trucks as a means of transportation between farms and pastures, from which pickup truck culture originated and passed down to this day. Consumers in China often have a stereotype that pickup trucks are "just tool carts". "They think that this kind of car is only suitable for pulling goods and things, so it is rarely considered when buying a car." Zhang Haobao, marketing director of pickup truck division of Great Wall Motor Sales Co., Ltd., told Yiou Automobile.

Great Wall Gun/Great Wall Pickup Official Micro

This is completely different from the pickup image of the "travel artifact" in the eyes of American residents. Xu Haidong thinks so, too. "The United States is sparsely populated, and each family often owns more than one car. The core purpose of buying a pickup truck is to facilitate travel; However, in China, the main user groups of pickup trucks are rural and suburban residents, and the main purpose is to carry goods. "

Another difference is in policy support. Qiao Kun said, "Through the operation of this institution, many Americans can enjoy the benefits of about 30% off the actual car price when purchasing pickup trucks with a total mass of more than 2.7 tons, which is equivalent to about 30% of government subsidies."

According to IHS data, the pickup truck penetration rate in China in 20 18 was only 1.6%, which was one tenth of that in the United States (16.5%) and one half of that in Japan (3.5%).

Watchmaker/Yiou Automobile Commercial Analyst Zhang Nan

Up to now, many car companies have flooded into the market, hoping to get a share. During 20 16-20 17, Changan Automobile and SAIC Chase successively released their first pickup trucks, namely Changan Shenqi F30, Shenqi F50 and SAIC Chase T60. The starting price of Changan Shenqi F30 and Shenqi F50 is only 49,900 yuan, which is far from the starting price of SAIC Datong T60 of nearly 654.38 million yuan.

02

Market rise

Today, this market, once considered a bit "rustic", is welcoming its own "spring".

According to the statistics of China Automobile Association, the sales volume of passenger cars in China in 20 19 decreased by 7.4% year-on-year, which exceeded expectations. In the grim situation of the automobile market, the sales of pickup trucks dropped by 4.7% that year, almost half of the decline of passenger cars. Among them, the production and sales of pickup gasoline vehicles even showed a year-on-year high-speed growth trend, with a year-on-year increase of about 20%.

This is commendable in the downturn of 20 19 auto market. According to the compulsory insurance data of motor vehicles, the insurance data of 20 19 pickup trucks also showed a positive growth-a year-on-year increase of 4.7%.

This is largely due to the landing of the pickup truck lifting ban policy. Qiao Kun predicted: "With the further implementation of the policy of lifting the ban on pickup trucks, the utilization rate and high-end of pickup trucks and the development of pickup truck culture, the penetration rate of pickup trucks will increase year by year, and the sales volume will increase rapidly at the rate of 15%-20%."

The increase in consumer acceptance of pickup trucks has also brought new vitality to the market of generate. At present, the demand of pickup truck users is becoming diversified. According to the research of CITIC Securities in the report "Consumption restriction lifted, pickup truck growth is in sight", at present, 365,438+0% users buy pickup trucks for home and business, 24% users mainly use them for home and 3% users use them for off-road driving. According to the survey, most users of the latter two are expected to accept higher-priced pickup trucks. At present, the most popular pickup truck model in the market is 854.38+0.2 million yuan, and this price range will be closer to 1.2- 1.6 million yuan in the future.

SAIC Chase T60/SAIC Chase official website

Corresponding to the supply side, this means that with the increase in sales, the pickup market has ushered in an advanced stage, and high-end has become an important direction for many car companies to increase their layout. At the same time, with the implementation of the national six emission standards in various places, the price of pickup trucks will further increase. Cui Dongshu, secretary-general of the Federation, affirmed this: "After the implementation of the National Sixth, the overall price of pickup trucks will be further concentrated at high prices, and new products will be put into the mid-to high-end market."

In order to conform to the mid-to-high-end trend, in 20 19, Jiangling Tiger 9, Changan Kaicheng F70, SAIC Datong T70, Great Wall Gun and other mid-to-high-end pickups went on the market one after another, injecting a "stimulant" into the domestic pickup market.

At the same time, today's pickup products have also been given more intelligent functions. It is reported that in terms of intelligent configuration, the pickup truck for the Great Wall Artillery not only comes standard with PEPS, but also supports keyless entry+one-button start, and is also equipped with EPB electronic parking and L2 intelligent driving assistance system; Chang 'an Kaicheng F70 is equipped with the latest generation Incoll 3.0 car networking system in Chang 'an, which has many functions such as driving navigation, car communication, audio-visual entertainment, weather conditions, life service, information service, security and so on.

From the overall market share, based on years of accumulation, Great Wall pickup truck is still the best-selling brand in the domestic pickup truck market. In 20 19, the sales volume of Great Wall pickup trucks exceeded140,000, accounting for nearly 40% of the market share, ranking first in pickup truck sales in China for 22 consecutive years. The market share of Jiangling pickup trucks and Zhengzhou Nissan, which rank second and third, is between 15% and 10%, and there is still a gap with Great Wall pickup trucks. However, due to the stable ranking all the year round, Great Wall, Jiangling and Zhengzhou Nissan are often referred to as the "iron triangle" in the industry.

Watchmaker/Yiou Automobile Commercial Analyst Zhang Nan

There is no denying that this market is being redefined.

Zhang Yibao believes that "China pickup truck is currently in the' 3.0 multi-purpose riding era'." Specifically, 1.0 refers to the era of tool trucks, and pickup trucks are mainly used for freight transportation; 2.0 In the multi-functional commercial era, pickup trucks are mainly commercial, taking into account both passengers and passengers; Entering the 3.0 multi-purpose era, pickup trucks are characterized by riding, intelligence, networking, customization and cleaning.

03

There are many variables.

"It is a protracted war for pickup trucks to penetrate passengers. Judging from the current economic situation and external environment, it is not appropriate to overestimate the short-term sales growth of pickup trucks. " Qiao Kun said.

The implication is that there may be changes in the future.

As Qiao Kun said, in the process of pickup truck changing from "1.0 tool car" to "3.0 multi-purpose riding", many industry experts believe that policy is still an important variable for the long-term development of the market.

Cui Dongshu, Secretary General of the National Passenger Car Market Information Association, once said: "The market position of domestic pickup trucks is determined by complex historical factors such as economic development, policy conditions and automobile culture. In practice, the influence of policy factors actually accounts for the vast majority. "

"If the policy of restricting entering the city is more liberalized, (the domestic pickup truck market) will enter a relatively rapid growth period." Xu Haidong analyzed. The package uses "time, place and people" to describe the policy of lifting the ban on pickup trucks in various places at the beginning of the year. "The concept of consumers has gradually changed and the market space has become bigger."

For Great Wall Motor, which started as a pickup truck in the last century, the benefits of lifting the ban are obvious. According to Zhang Haobao, in March this year, Great Wall pickup trucks achieved positive year-on-year growth in 27 provinces of the terminal market.

Jiangling Domain Tiger 9/ Jiangling pickup truck official website

In addition, the outbreak of the epidemic also hit the pickup truck market in China. According to the data of China Automobile Industry Association, the production and sales of pickup trucks in May 438+0-February were not ideal. However, with the epidemic under control, small and medium-sized enterprises, private owners, agriculture, forestry, animal husbandry and fishery will gradually return to work, and the demand for pickup trucks will increase. Zhang Haobao believes that under the background of new infrastructure, a new round of major domestic infrastructure projects will be launched soon, which will form another wave of benefits for the development of pickup market.

In addition to policies, the growth of domestic pickup truck sales in recent years is also inseparable from the company's insight into user needs and product innovation and improvement. Xu Haidong said that pickup truck is a special model, and enterprises need to improve their products according to consumer demand. And this tests a company's R&D ability and marketing ability.

In order to continuously meet the needs of users, some enterprises have actively deployed. For benchmark passenger cars, SAIC Chase will form a T-series pickup matrix of T60, T70 and T80 in the future, covering the middle, high and low-end markets. In terms of intelligence and customization, SAIC Chase has launched a spider intelligence selection, trying its best to meet the needs of users through online shopping mode.

Considering the differences between China and the United States in terms of national conditions and pickup culture, the Great Wall Gun series has reduced the car width from more than 2m in the United States to between 1.83m- 1.97m, which is more suitable for the crowded roads in China. In view of the strict emission and fuel consumption requirements in China, the Great Wall Gun has also taken corresponding improvement measures.

Regarding the future development of the market, Qiao Kun believes that with the gradual development of pickup products, high-end pickup products and pickup culture, the domestic pickup sales will increase rapidly at a rate of 15%-20% in the future.

In the future, this market segment may flood into more competitors.