According to car home Big Data, the main competitors of Tanying are Tukai, T-ROC Ge Tan 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. Marketing: Sales will gradually pick up in the second half of 2020.
"public shadow detection"
In June 2020, 4,000 units were sold, an increase of 42. 1% compared with September. In 2020, the cumulative sales volume from 1 to 1 will be 20900. Looking at the overall market of small SUV, the cumulative sales growth rate of June 10 and June10 in 2020 was 1- 10/0.9% and-210% respectively. At the same time, we can see that in the second half of 2020, the sales volume of film exploration began to show signs of recovery, and it showed a continuous upward trend from June, reaching 10.
Second, the pattern of competing products: the core boutique is its own "sister car"
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, the number of comparison times ranks high among the vehicles compared with Sounding Shadow. The competing products of 3 are Tujia, T-ROC Ge Tan and Honda XR-V, and we regard these three cars as the core competing products of Eagle Exploration. It can be seen that for film exploration, the competition for its users is the fiercest.
So, who is the hottest user in the competition circle? On June 5438+ 10, 2020, Honda XR-V had the highest number of users in the competition circle (referring to independent users who left information such as inquiry and test drive for a certain model or dialed 400 number), with the highest user popularity; Tukai has the lowest order volume, so it is necessary 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? In June 2020, 5438+ 10, Honda XR-V had the highest sales share in the competing market, accounting for 44.0%. Compared with September, the fastest growth in market share was exploration camp, and the share of competing products circle increased by 4.9 percentage points; Honda XR-V's share of competing products dropped by 6.4 percentage points, making it the car with the largest decline in share. In addition, from the long-term trend, the market share of Honda XR-V competing products circle has gradually increased in the past 12 months, constantly grabbing more market share, with an average increase of 0.21%in the past 12 months; However, T-ROC's share of Gotham and Luca Tournament entered a downward channel, with an average decrease of 0.77% and 0.52% in the past 12 months.
Third, user distribution: East China/Central China is more popular.
Judging from the user's order data, users of Tanying and its competing products are mainly concentrated in East China and Central China. Number of users first? These three provinces are Guangdong, Shandong and Hebei. The three cities are Beijing, Guangzhou and Chengdu; The highest number of users? These three provinces are Shandong, Hebei and Jiangsu. The three cities are Beijing, Shanghai and Tianjin; 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; Honda XR-V user Top? These three provinces are Guangdong, Hubei and Shandong. These three cities are Wuhan, Beijing and Guangzhou. The users of Tanying and its competing products come from Shandong, Guangdong, Hebei and other provinces. Beijing, Guangzhou, Chengdu and other cities have the fiercest competition in the competitive car market.
Four. Owner's evaluation: high appearance satisfaction/low interior satisfaction.
In the competing circle, Tanying, which ranked fourth in market sales in 2020, scored 4.48 overall, which was the highest in the competing circle. Here, the market sales deviate from the user's word of mouth. Judging from the user's evaluation, the user's evaluation is that the appearance and comfort are good, but there is still room for improvement in power and interior. Tukai's overall word-of-mouth score is 4.47, ranking second in the overall word-of-mouth score. Compared with Tanying, the overall word-of-mouth score is not much different, and it is favored by users in appearance and cost performance, but it is generally evaluated in interior and comfort. 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.
Full text summary:
On the whole, Tan Ying's performance in the first year of listing can be described as tepid, but her sales performance gradually picked up in the second half of 2020. At the same time, compared with its core competing products, the number of users interested in exploring films has further increased, and users have a good reputation and strong overall competitiveness. If efforts are made in power and interior decoration in the future, it is expected to further strengthen the competitiveness of products and attract more users' recognition. (Text/car home? Number saying industry)