Hatchback or will usher in the peak of promotion

As more and more cars enter the family, hatchback cars are also highly concerned by consumers. In particular, with the intensification of the auto market segmentation, “80s” and “90s” have gradually joined the main force of the purchase. Many auto companies have adopted the hatchback as the main brand to expand the young consumer market. There are various indications that with the advent of the “Jin 9 Silver 10” vending season, the hatchback sedan will usher in a promotional peak.

In recent years, the hatchback sedan market has received extensive attention from young consumers. According to relevant data, from 2011 to the first half of 2013, there have been 16 new hatchback sedan sales to the consumer market. A survey recently published on a website in China shows that the multiple factors are making the two-box sedan an opportunity for sales. First of all, the pressure of sales volume in automobile enterprises climbed up, and the price of hatchbacks became clear. According to the data released by the media, from the 1st quarter of 2011 to the first quarter of this year, the share of attention of hatchback cars dropped from 15.9% to 10%. The decline in consumer’s share of interest has led to a decline in sales and high inventory levels. The analysis of the media believes that this will lead to the opening of the price reduction window for its products. It is expected that the probability of a substantial price reduction of the hatchback sedan will be greatly enhanced in the second half of the year.

In addition, in view of the relatively unfavorable situation in the hatchback market, many manufacturers are also actively adjusting the positioning of their products. For example, hatchback hatchbacks will be vigorously promoted, and the new hatchback hatchback will be converted from a sedan model. Compared with conventional hatchbacks, there is more space, and its proximity to the exterior design of the station wagon is undoubtedly a reorientation of the hatchback. The new positioning will bring more convenience to the consumers of the hatchback. Good cost-effective touch and car experience.

Another reason for attracting car companies to increase sales is due to the arrival of the traditional marketing season of “Jin 9 Silver 10”. Since car dealers at all levels will produce powerful promotional cards, this may eventually force the two-box sedan to "come up" by allowing more profit, and the sales pressure caused by unsatisfactory sales volume will lead to the distribution of sedan saloons. The merchants exhibited the strongest promotions during the period from September to October.

However, if the hatchback car wants to gain market in the fierce competition, it still needs manufacturers and dealers to accurately grasp consumer preferences and demands. According to the survey data of the media research center in the first half of this year, for “80s” car consumers, the focus of their car purchases is vehicle price, quality, safety, etc., and the attention to space is also ranked high. Mainly for family cars to consider. After the “80s”, consumers generally have already set up homes. Naturally, the space requirements for vehicles have improved. However, the “80s” consumer's high concern for vehicle prices is beneficial to them in buying and using hatchbacks.

In addition, after the "90" is also becoming a rookie in the automotive consumer group. According to the data of the media in the first half of the year, for “90s” car consumers, the focus of their car purchases is, in turn, the appearance, quality, and price of the vehicles, while the concern for space is ranked lower. Compared with “after 80′′ consumers, the “post-90s” consumers are more sensible when buying a car, and are most valued for the appearance of vehicles, while the space requirements are relatively low. Hatchback cars are more suitable for young consumers after “90s.” Therefore, the marketing of such products should pay more attention to “post-90s” consumers. In general, the marketing of hatchback cars must focus on winning the hearts of young consumers. This requires hatchback cars to have lower prices, but also to meet the appeal of young consumers.