[car home Information] Toyota (|), whose price was announced in February 2020, is definitely a heavyweight new car in 2020. As a brother model of RAV4, Willanda has the potential to become an explosion. With the improvement of the epidemic situation and the recovery of the market, the monthly sales volume of this car has reached 10,000 units.
According to car home Big Data, the main competitors of Willanda include RAV4 Rongfang, Honda CR-V and Haoying. Next, we will make a comprehensive analysis of the competitiveness of Willanda products from four dimensions: market sales, competing product pattern, user distribution and owner evaluation.
"AI Looking at the Market" is our brand-new auto market analysis program. Relying on car home’s massive and accurate big data, it makes a professional and objective analysis of hot models, market trends and other hot spots, and takes you to quickly grasp the auto market. The content of the 128th issue brings you an interpretation of the competitiveness of Toyota Velanda products.
1. Market sales: 82,100 vehicles were sold in the whole year.
In December 2020, Wilanda sold 10,800 vehicles, down 2.4% from last month; From January to December this year, the cumulative sales volume of Willanda was 82,100 units. In terms of sales ranking, the sales volume of Willanda ranked 16th among compact SUV models in December, and its brother model RAV4 Rongfang ranked ninth with a monthly sales volume of 19,000 vehicles.
Second, the pattern of competing products: RAV4 Rongfang /CR-V/ Haoying are the main competing products.
The number of comparisons between 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 on car home, among the cars compared with Willanda, the top three competing products are RAV4 Rongfang, Honda CR-V and Haoying, which we regard as the core competing products of Willanda. It can be seen that for Willanda, the brother model RAV4 Rongfang has the fiercest competition for its users.
So, who is the hottest user in the competition circle? In December of this year, Honda CR-V had the highest number of users who placed orders in the competing circle (referring to independent users who left information such as inquiry and test drive for a certain model or called 400), with the highest user popularity; The lowest number of users placing orders is Willanda, so it is necessary to improve the dealer’s activity, provide more attractive market quotations and promote potential customers to place orders; Wilanda’s ordering users grew the fastest, and the popularity of users rose sharply. The biggest drop in the number of users placing orders is RAV4 Rongfang, which needs to increase product marketing efforts.
What is the actual sales conversion effect after the user places an order? In December this year, Honda CR-V had the highest sales share in the competing products circle market, accounting for 42.7%. Compared with last month, the fastest growing market share was Haoying, and the share of competing products circle increased by 5.4 percentage points; RAV4 Rongfang’s share of competing products circle decreased by 3.9 percentage points, which is the car with the largest decline in share.
Iii. User distribution: East China/North China users are concentrated.
Judging from the user’s order data, Willanda and its competing users are mainly concentrated in East China and North China. The Top 3 provinces of Wilanda users are Guangdong, Beijing and Shandong respectively, and the Top 3 cities are Beijing, Guangzhou and Hefei respectively; The Top 3 provinces of RAV4 users are Guangdong, Shandong and Beijing, and the Top 3 cities are Beijing, Guangzhou and Shenyang. The Top 3 provinces of Honda CR-V users are Guangdong, Shandong and Hebei, and the Top 3 cities are Beijing, Wuhan and Taiyuan. The Top 3 provinces of Haoying users are Guangdong, Shandong and Hebei, and the Top 3 cities are Beijing, Guangzhou and Wuhan. Wilanda and its competing users come from Shandong, Guangdong, Beijing and other provinces. The competing cars in Beijing, Guangzhou, Wuhan and other cities have the fiercest market competition.
Fourth, the owner’s evaluation: the overall evaluation is good
In the competing product circle, RAV4, which ranked third in market sales this year, was honored, with an overall score of 4.53, which was the highest in the competing product circle, where market sales deviated from user reputation. Judging from the user evaluation, RAV4 has a good user evaluation in appearance and space, but it needs to be improved in interior and comfort. The overall word-of-mouth score of Willanda is 4.53, ranking second in the overall word-of-mouth score. Compared with RAV4 Rongfang, the overall word-of-mouth score is not much different, and it is favored by users in terms of appearance and space, but it is generally evaluated in terms of interior and comfort. If these aspects are improved, it is expected to gain more users. Haoying’s user reputation ranks third, and it has certain disadvantages in interior decoration and cost performance, which needs to be improved to improve user satisfaction. Honda CR-V users have the lowest score, and they are more dissatisfied with interior and comfort users. It is necessary to optimize products to meet users’ needs and enhance product competitiveness.
V. Summary
The time to market of Willanda is not particularly good. The first half of 2020 is the most serious moment of the epidemic. At that time, the sales of the overall automobile market were not very good. However, with the improvement of the automobile market in the second half of the year, the sales of this car began to increase rapidly. Although there is still a certain gap between the current sales volume of this car and the brother model RAV4 Rongfang, the monthly sales of over 10,000 is also worthy of recognition for a new player. In the future, if the car sales want to be further improved, it is estimated that it will have to compete with competitors for the terminal price. (Text/car home number said industry)
关于作者