Last year, the sales volume of China's auto market once again ushered in a record high, with a record of 23,419,900 vehicles, which made us the world's number one for the sixth consecutive year. Among them, passenger car sales reached 19.70 million, and achieved nearly 10% growth.
An interesting phenomenon is that the total production and sales volume is the world's number one market, but consumption is too similar, and the intensity of “customization†and market capacity are seriously mismatched.
The car was originally the product of "private customization." In Europe, where cars were invented for a long time, they were the first "big toys" of aristocrats. As time went by, car racing began to appear, and the car gradually moved to the society, resulting in a production car. However, the private customization of cars has always existed in Europe and the United States, and has long been the mainstream consumption method of the orderers.
Take Bentley as an example: the Bentley factory is open, the learned and interesting receptionist will guide the prospective car owners to browse the entire production process, and then sit down and the two sides determine the details of the scheduled car one by one. For example, Phaeton, each Phaeton Customization Center will provide customers with the highest standards of personalized customization services. It usually takes half a year from order to delivery.
There are also imported brand models. When selling in the European and American markets, the order options for consumers are much richer and much longer than in China. The dealers supply the basic configuration version, so consumers will be personalized on this basis, there are many decisions on a configuration sheet that can make you tick or not.
In China, the concept of customization still stays on paper. Many car companies have only two words based on the customization of the Chinese market: lengthening. The so-called "customization" advertised by enterprises is actually just "optional." In China, consumers can only choose according to the options provided by the manufacturer; and “customization†is the manufacturer's personalized production according to the preferences and requirements of the purchase customer. At present, almost any mainstream model on the market has several versions, body colors and interior colors for consumers to choose, but in essence, it is not a custom category.
Although we have the world's number one sales, private customization can't be mentioned on the agenda for a few years. There are four reasons:
First of all, taking the most mature Beijing market as an example, private car purchases have limited time for obtaining indicators. It is necessary to purchase cars within half a year, and car customization, especially the custom time of imported luxury cars, is likely to invalidate consumers’ car purchase indicators. Secondly, the private customization of vehicles has a great correlation with the transparency of the price of accessories. In the current system of 4S shop's main genuine accessories, the price of accessories is highly competitive and opaque. The restriction of the accessory system makes it difficult to guarantee the reasonable price of private customization. Third, the vehicle inspection system has limitations on modification and customization. In China, modification may be a good way to achieve personal customization, but even if only consumers change the wheel, the inspection will not pass, after all, this market is still in a gray area; fourth, Chinese consumers generally lack patience, personally Participating in the creation of exclusive drivers is a happy process, but most private Chinese are reluctant to wait because private custom models require longer production cycles.
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