Why is the MPV market driven by the second child policy always tepid?

Recently, information about MPV products has emerged in an endless stream, except that Toyota Senna decided to enter China not long ago. Recently, Nissan Serena also reported that it will be made in China next year to fill the gap in Nissan's MPV market, and Kia will also launch a brand-new Jiahua in China. For the domestic MPV market, this seems to be the "toon" in the eyes of car companies.

But is this really the case? With the opening of the national second child policy, the domestic market of MPV products seems to be driven. Many independent brands have launched MPV products, but the second child policy has been liberalized for several years. Let's look at the current domestic MPV market sales. It still seems tepid. According to the data of MPV sales in June 165438+ 10 released by the Federation, in the first six months of this year, the domestic MPV sales volume was 9 1. 1.27 million, an increase of 3.3% month-on-month and 3.0% year-on-year, while the total domestic MPV sales volume in the first six months of this year was 9.

In fact, in 20 17, the domestic MPV market went from high growth to recession. In 20 17, the total annual sales volume of domestic MPV market was 2.039 million vehicles, 2,065,438+069,300 vehicles and 2,065,438+037,200 vehicles. Before this year, the cumulative sales volume of 1 1 month was only 9 1. 1 10,000 vehicles. Judging from this data, the sales volume of MPV may decline again this year, so why is the market performance of "Xiang Bo" always "sluggish" in the eyes of major car companies?

From the product level, naturally, because of the particularity of MPV market, its user cognition is very narrow. For most ordinary consumers, when it comes to MPV models, they give people the impression of "tool vehicles" and "political and commercial vehicles". These two images, one is "low-end" and the other is "high-end", lead to more extreme sales performance, for example, tens of thousands of "tools"

People who buy this kind of MPV models are all consumers with special needs, but on the other hand, the domestic MPV models with moderate prices and specially made for ordinary consumption have never been able to sell, because in the cognition of most consumers, although MPV models are far superior to cars and SUVs in comfort and practicality, they give people a different feeling when they drive out, just like the popular joke on the Internet-"You drive Mazda, so you are stuck in traffic", in the final analysis, it is still a product.

Judging from the market competition environment, the MPV market itself is in a weak competitive position. Although China people have a strong demand for large space to buy cars, most consumers have not reached the demand level enough to buy MPV models. Although many families may have a second child now, most of them are husband and wife with two children, and there are only six parents at most. This demand is many in today's SUV market, and both six-seat and seven-seat models can be well satisfied.

Therefore, after the emergence of many six-seat and seven-seat SUV products to meet the family needs of many consumers, there are naturally fewer and fewer products considering MPV, and with the gradual improvement of consumer spending power, many families actually have more than one car, so the demand for MPV models is even weaker.

Therefore, in Sikorsky's view, why after the opening of the national second child policy, although car companies have paid attention to the MPV market and invested a lot of new products, the market sales have always been tepid, mainly because the recognition of MPV models by Chinese people is not as good as that of cars and SUVs. At the same time, more and more SUV models that can replace MPV products appear, robbing some families and consumers who need large space.

However, is there nothing to see in the MPV market? In fact, from the published list and sales data, from the MPV models with sales volume of 15 before 16.438+0 this year, Wuling Hong Guang, Baojun 730, Ruifeng, Jiaji and Baojun RM-5 all experienced a sharp decline in sales volume, with sales volume at 1 1 respectively. On the contrary, the sales of Buick GL8, Chuanqi M8, Ailishen, Chuanqi M6 and Song MAX increased by 19.5%, 38.6%,1%,47.9%,15.1respectively.

From here, we can see that under the background of China people's consumption upgrading, the demand for high-quality MPV is on the rise, so the sales of high-end MPV market are on the rise. For example, the sales of products in the price range of Chuanqi M8 and Ailishen150,000-250,000 yuan are on the rise, while the sales of some products with relatively low prices and low positioning are declining one after another, so the MPV market may be broken in the future.

The core problem of the tepid MPV market is not the product problem, although it is also a part of it, but most of it comes down to the consumption concept of Chinese people and the influence of the consumption environment in China market, which is actually similar to the treatment of station wagons in the domestic market. So what will happen to the MPV market in the future?

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.