China Automobile Industry Association statistics show that from January to November 2010, China's cross-selling passenger vehicle sales was 2,279,600, an increase of 27.96% over the same period in 2009, reflecting the micro-customer market continues to maintain a good momentum of development.
From January to November 2010, the cumulative sales volume of most micro-enterprise companies has exceeded the sales of 2009 sales in full year. This is mainly due to the continuation of the automobile to the countryside policy and the efforts of various companies in product performance improvement, quality improvement, and after-sales service. Among the companies, two upstarts entering the micro-business industry in 2009, the development momentum of Kairui Automotive and Brilliance Automotive is good. In the first 11 months of 2010, the sales volume reached 50,700 vehicles and 36,000 vehicles respectively, an increase of more than 300% over the same period of 2009. Sales of hippocampus Zhengzhou and Dongfeng Xiaokang are also growing faster, which is about 180% and 50% higher than the same period in 2009. Regardless of sales from a single month or cumulative sales in the first 11 months, SAIC-GM-Wuling and Changan Automobile still firmly occupy the top two positions in the 2010 micro-market.
While actively launching mid-size sedan, SAIC-GM-Wuling continued to maintain its leading position in the micro-bus market in 2010. In the first 11 months, it accumulated a total of 987,000 micro-car customers. Among them, the average monthly sales of the star product Wuling Light nearly 60,000 vehicles, continue to refresh the sales record for a single platform model. In 2010, Dongfeng Xiaokang focused on products and networks to increase market influence. Accumulated sales for the first 11 months were approximately 197,000 units, firmly occupying the 3rd position of micro-customer sales. Hafei Motors, which has become a member of Dachang'an, is a bit weak. It is the only company in the top 10 in terms of sales volume that has accumulated sales in the first 11 months of 2010 that did not exceed sales volume in 2009. The gap with Dongfeng Xiaokang has obviously increased.
The micro-business industry in 2009 was a special year. The market didn’t have a busy season and sales continued to be hot. It can be said that in the first year of the implementation of the car-to-country policy, micro-consumer consumers are always in a state of excitement. After the spurt growth in 2009, the micro-customer industry returned to normal and the peak season was relatively clear in 2010.
In 2010, the micro market entered the low season in the second and third quarters. Among them, the national sales from April to July were 208,600, 186,300, 192,000 and 150,400 respectively. Sales in April, May, and July decreased month-on-month, and they also declined in July. This is the first time since the implementation of the car-to-country policy that the micro-customer market has seen its monthly sales decline.
Some experts said that the micro-customer market has cooled down in the second and third quarters of 2010, indicating that the market has begun to return to rationality. At the end of 2009, many consumers could not determine whether the policies of automobile transportation to the countryside should be continued. They chose to purchase cars in advance, which led to a large sales volume of micro-customers in the fourth quarter of 2009, and some markets released in advance.
From the analysis of the market share of the enterprise, SAIC-GM-Wuling still far ahead, Chang'an Automobile and Dongfeng Xiaokang's growth rate in the past two years is also higher than the industry average. With about 4 companies participating in the competition each year in 2009 and 2010, the market concentration of micro-customer industry in our country has been relatively reduced.
From January to November 2010, the market share of SAIC-GM-Wuling, Changan Automobile, Dongfeng Xiaokang, Hafei Automobile and FAW Group mini-vehicles were 43%, 30%, 9%, 5% and 3%, respectively, ranking 1-5. Followed by the hippocampus Zhengzhou, Changhe, Kairui, Brilliance and Gio cars, they together with other micro-enterprise companies accounted for about 10% of the market share.
In the first 11 months of 2010, although the market share of SAIC-GM-Wuling ranked first, it fell by nearly 4 percentage points compared with 2009. The market share of Changan Automobile, which ranks second, has increased, and the gap between the two leading companies has narrowed. The two micro-industry giants still rely on years of product and channel accumulation, and they still have absolute market advantages. Other companies can hardly shake their position, and the situation of two strong contenders continues. In addition, although several companies such as FAW Group, Chery Automobile, Haizhou Zhengzhou, Brilliance Automotive, and Gonow Automotive have a relatively low market share, they have maintained steady growth, and the market share of new brands represented by them is increasing. On the one hand, due to the limited market capacity of the giants in the hot market, they have left room for survival and development. On the other hand, they rely on the efforts of the enterprises themselves.
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