Car home Big Data shows that T-ROC's main competitors include Tuyue, Tanying and Honda XR-V. Next, we will comprehensively analyze the product competitiveness from four dimensions: market sales, competing product pattern, user distribution and owner evaluation.
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1. Market sales: Sales picked up in the second half of the year, and the growth rate was lower than the market.
"t-roc exploration song"
In 2020 10, T-ROC sold 9,800 songs, down 4% from the previous month and 28.7% from the same period last year, and the market sales dropped sharply. This year, the cumulative sales volume from 1 to 10 was 83,600 vehicles, which was 18.8% lower than the same period of last year, and the cumulative sales volume showed a certain decline. Looking at the overall compact SUV market, the cumulative sales growth rate of June 10 and June1-June 10 was 26.3% and 3.6% respectively. 10' s monthly sales performance in June was strong, and the cumulative sales volume maintained a certain degree of increase. T-ROC's monthly sales and cumulative sales are lower than the growth rate of compact SUV market.
Second, the pattern of competitive products: the core competitor is Tan Yue.
"t-roc exploration song"
The comparison times of different car series in car home Big Data can well reflect the competitive relationship of car series in users' minds. According to the comparison data of vehicles in car home, what is the number of comparisons with T-ROC? The competing products of 3 are Tuyue, Tanying and Honda XR-V, and we regard these three cars as the core competing products of T-ROC Ge Tan. It can be seen that for T-ROC exploration songs, Tuyue has the fiercest competition for its users.
So, who is the hottest user in the competition circle? On June 5438+ 10 this year, Tuyue placed the highest number of users in the competition circle (referring to the independent users who left information such as inquiry and test drive for a certain model or dialed the 400 number), with the highest user popularity; The lowest order volume of users is camp exploration, which needs to improve the activity of dealers, provide more attractive market quotations and promote potential customers to place orders; The number of orders placed by users of film exploration increased the fastest, and the popularity of users rose sharply. The biggest drop in user orders is T-ROC songs, which need to increase product marketing.
What is the actual sales conversion effect after the user places an order? During this year's 10 period, Tuyue has the highest sales share in the competing products market, accounting for 34.4%. Compared with last month, the fastest growth in market share was Tanying, and the share of competing products circle increased by 3.8 percentage points; Honda XR-V's share of competing products dropped by 4.6 percentage points, making it the car with the largest decline in share. In addition, from the long-term trend, the market share of Tuyue Jingpin Circle has gradually increased in the past 12 months, constantly grabbing more market share, with an average increase of 0.08% in the past 12 months; However, the share of T-ROC Tango and Honda XR-V competing products circle entered a downward channel, with an average decline of 0.83% and 0.09% in the past 12 months.
Third, the distribution of users: in Shandong, Guangdong, Beijing and other cities, the market competition with competing products is the fiercest.
"t-roc exploration song"
Judging from the user's order data, the users of T-ROC songs and competing products are mainly concentrated in East China and Central China. What is the Top number of songs explored by users of T-ROC? These three provinces are Guangdong, Shandong and Jiangsu. The three cities are Guangzhou, Beijing and Chengdu; Tuyue user volume Top? These three provinces are Shandong, Beijing and Guangdong. The three cities are Beijing, Shanghai and Chengdu; Number of users first? These three provinces are Guangdong, Shandong and Hebei. The three cities are Beijing, Guangzhou and Chengdu; Honda XR-V user Top? These three provinces are Guangdong, Hubei and Shandong. These three cities are Wuhan, Beijing and Guangzhou. The users of T-ROC songs and competing products come from Shandong, Guangdong, Beijing and other provinces. Beijing, Chengdu, Guangzhou and other cities have the fiercest competition in the competitive car market.
Fourth, the owner's evaluation: the appearance and comfort are favored by users.
In the competing circle, this year's market sales ranked 1, with an overall score of 4.56, which is the highest in the competing circle. The market sales here are highly consistent with the user's word of mouth. From the user evaluation, Tuyue has a good user evaluation in appearance and handling, but it needs to be improved in interior decoration and comfort. The comprehensive word-of-mouth score is 4.44, ranking second in the comprehensive word-of-mouth score. Compared with Tuyue, the overall score of word-of-mouth has a certain gap, and it is favored by users in appearance and comfort, but it is generally evaluated in power and interior. If these aspects are improved, it is expected to gain more users. Honda XR-V ranks third in user reputation, and has certain disadvantages in interior and comfort, so it needs to improve user satisfaction. T-ROC users scored the lowest, and they were even less satisfied with interior decoration and comfort. It is necessary to optimize products, meet users' needs and enhance product competitiveness.
Verb (abbreviation of verb) abstract
On the whole, in its core competition circle, the sales volume of T-ROC Tango market has fallen sharply, the number of intended users has further increased, the reputation of users is poor, and the overall competitiveness is strong. If efforts are made in interior decoration and comfort in the future, it is expected to further strengthen the competitiveness of products and attract more users' recognition. (Text/car home? Number saying industry)