According to the data of the Federation, in the first eight months of this year, the cumulative sales volume of FAW Toyota was 476,000 units, while the cumulative sales volume of GAC Toyota was 462,000 units, and the gap between them narrowed to 6.5438+0.4 million units; Especially in August, FAW Toyota sold 565,438+0,697 vehicles, while GAC Toyota sold 67,000 vehicles. GAC Toyota surpassed FAW Toyota that month.
20 1 1 years ago, FAW Toyota sold 529,000 vehicles that year, while GAC Toyota sold only 274,000 vehicles in the same period, both of which were joint ventures of Toyota. The sales gap between them reached 255,000 vehicles, and the annual sales of GAC Toyota was only about half that of FAW Toyota.
It took GAC Toyota nearly 9 years to gradually smooth out the gap with FAW Toyota. Moreover, the sales momentum of GAC Toyota this year is obviously better than that of FAW Toyota. According to the data of the Federation, the sales volume of GAC Toyota increased by 7.2% from June to August this year, while the sales volume of FAW Toyota decreased by 0.3% during the same period. According to the current growth rate of the two companies, GAC Toyota's sales this year are very likely to surpass FAW Toyota this year.
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Behind the sales growth of FAW Toyota
In the era of stock competition, if you don't advance, you will fall back.
As far as sales performance is concerned, FAW Toyota is still "advancing". Sales in August increased by 65,438+07.2% year-on-year to 565,438+0,697 vehicles, which is not easy at present. As the main driving force of sales growth, Corolla, the brand-new RAV4 Room Rong and Asia Dragon all performed well, harvesting 26,29/kloc-0,6342 and 9526 vehicles respectively. ?
It is not difficult to see that Corolla has become the sales pillar of FAW Toyota. From June 5438 to August, the cumulative sales volume of Corolla was 2 1 1705 vehicles, accounting for 44.42% of the current total sales volume of FAW Toyota, which almost boosted the sales volume of FAW Toyota by half. It also reveals other signals. The sales volume of a single model is close to half, which means that the sales volume of other models of this car company is relatively weak. Under the circumstance that the life cycle of the new car market is shortening day by day, the risk of a car being the first is greater, and the product system and sales structure of "multi-point flowering" can often better cope with the risk. ?
On the other hand, the sales volume of other joint venture car companies accounts for at least 30%, and the sales structure is relatively stable. Take GAC Toyota as an example, the highest sales volume in Lei Ling from June to August was 13499 1 vehicle, accounting for 29. 19%, followed by Camry, Highlander, Zhixuan Family and Willanda.
In terms of sales volume, GAC Toyota showed a "multi-point flowering" situation. The TNGA family, which consists of the eighth generation Camry, the new generation Lei Ling, C-HR and Highlander, has become the mainstay, while the stable sales output of Camry and Highlander has contributed nearly 40% of the sales of GAC Toyota, propping up the facade of mid-to high-end models and making the product sales structure more high-end.
In contrast, FAW Toyota seems to be "biased" seriously, mainly relying on low-end models to support market sales, which runs counter to the brand strategy that has always advertised high-end models. ?
This is also the current dilemma of FAW Toyota. If you don't advance, you will retreat. This "entry" not only refers to sales volume, but also includes the entry into high-value models. From this perspective, FAW Toyota's current combat effectiveness is completely concentrated in the low-end market. High-end models such as Reiz, Land Cruiser, Prius, Crown and Prado have been discontinued, and the sales of Asian dragons are still lower than Camry. ?
In the first half of the year, FAW Toyota sold seven fuel vehicles. With the suspension of production of Crown and Prado, FAW Toyota only sold five fuel vehicles in the second half of the year, while GAC Toyota sold six fuel vehicles (Zhixuan and Zhixiang are Zhixuan family models). Sales of FAW Toyota, which has seven models, are still declining in the first half of the year. There are only five models in the second half of the year. Can you keep the position of "One Brother" without being surpassed? ?
It's a little difficult. According to the sales data in August, in the small car market, the VIOS and VIOS FS of FAW Toyota sold 53 18 vehicles, which was behind the Zhixuan family of Guangqi Toyota. Specific to SUV, Yuze of FAW Toyota lags behind C-HR, and Willanda surpasses the prototype RAV4 with a monthly sales volume of 8,306 vehicles. In addition, it seems that it is not a problem to sell more than 10 thousand in the second half of the year. Among the mid-to-high-end models, Asian Dragon lost to Camry, and the production suspension of Prado will no longer contribute to the sales of FAW Toyota.
From this point of view, FAW Toyota has only one line left to beat GAC Toyota.
GAC Toyota, which still maintains a positive growth trend, has enough models, the average sales volume of a single model is also high enough, and its sales structure is in a relatively healthy state. It is likely to surpass FAW Toyota in sales this year.
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Asia long high-end difficult line
The collective loss of high-end models is the biggest problem of FAW Toyota at present. In the mid-to high-end market, FAW Toyota has only one model of Asian Dragon.
The Asian Dragon, which was listed in March last year, bears the high hopes of FAW Toyota to enhance its brand and sales. ?
Judging from the sales performance after listing, Asian Dragon does not seem to meet expectations. In 20 19, the cumulative sales volume of Asian dragons was only about 60,000 vehicles, far lower than that of GAC Toyota Camry. ?
"For consumers, Asian Dragon is still too new, and there is no way to compare with Camry and Accord in word of mouth." Li Dong (pseudonym), a salesperson of FAW Toyota 4S store, said that although the positioning of Asian Dragon is higher than that of Camry, consumers still can't accept its higher price. ?
Under the pressure of sales volume, Asian Dragon began to cut prices, and the preferential margin of its models was generally 654.38+0.5 million-20,000 yuan. The official starting price of 654.38+0.898 million yuan is almost the same as the best-selling 2.0L Camry? XLE exclusive version of naked car discount 2 1 ten thousand yuan. On the other hand, the opponent Camry, the biggest discount is only 3000 yuan, there is no room for price reduction.
After the implementation of the sales policy of "exchanging price for quantity", the market feedback is obvious. Since May this year, the monthly sales volume of Asian dragons has exceeded 10,000, with1190 in May, 13245 in June, 12898 in July, and it has dropped to 9,526 in August.
However, "price for quantity" obviously violates the original intention of FAW Toyota brand, and it is more difficult to reverse the inherent impression of users on FAW Toyota. ?
At present, China's automobile market has entered the era of upgrading consumption structure, and the automobile market share has increased, which makes consumers' demand for high-end products rise. According to McKinsey's "20 19 McKinsey Automotive Consumption Insight" report, 60% of the respondents said that the next car would buy higher-priced products, focusing on the entry-level high-end models in the range of 200,000-300,000 yuan.
For FAW Toyota, it is not a long-term solution to rely on low-end products to "protect the country and defend the country". It is too difficult to prop up the mid-to high-end market with only one product of Asia Dragon. Prado, Crown and Reiz, the mid-to high-end models that opened up the market in the early days, are gradually drifting away from the China market. ?
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North-South Toyota, Competition and Cooperation
As the first joint venture in China, FAW Toyota is known as the "eldest son" of Toyota's joint venture in China, with three vehicle production bases, two engine production bases, a research and development center, a sales company and a logistics company.
At the same time, FAW Toyota has obtained a lot of product resources invested by Toyota in the early stage, including Corolla, RAV4, Reiz, Crown, Land Cruiser, Prado and other high-end models, as well as business bus Costa. Guangzhou Automobile Toyota, established in 2004, had a weak presence in the early stage. There was only one Camry in the first few years of its establishment, and it was not until 2009 that it began to produce domestic Highlander.
On the strategic position, product lineup and enterprise scale, GAC Toyota could not compete with FAW Toyota before, and the annual sales difference between them was around 200,000 vehicles. Starting from 20 18, GAC Toyota gradually counterattacked, greatly narrowing the gap with the previous FAW Toyota. The year-on-year growth rate of 20 19 16% far exceeded the growth rate of 2% of FAW Toyota, and FAW Toyota gradually fell short.
FAW Toyota, which holds a variety of "magic cars", has made no achievements in the field of high-end cars. Land cruisers and Crown did not achieve good sales results, and gradually stopped production and delisted. Toyota's high-end models were collectively disfigured by FAW Toyota. On the other hand, GAC Toyota has relatively limited resources, is better at product packaging, and is good at making use of the resources at hand to give full play to the potential of various models and realize accumulation.
(In June 2020, FAW Toyota Prado stopped production)
Some analysts said that due to the internal system problems of FAW Toyota, its market decision-making process is relatively slow, and its decision-making mechanism and efficiency are not as good as that of GAC Toyota, which has a simpler shareholder relationship. In addition, the separation of production and marketing leads to the products can't keep up with the market rhythm. All along, FAW Toyota's complicated personnel structure system has been criticized by the market, especially the Chinese expatriate executives are "redundant", and the decision-making needs to be reviewed at different levels, and the internal friction problem is serious. At one time, Japan once reduced the number of Japanese personnel and led China people to lay off employees. ?
Fortunately, FAW Toyota realized the crisis. In April this year, Toyota and FAW Group jointly announced that they would reorganize the management system of major enterprises of FAW Toyota. Tianjin FAW Toyota will become an all-inclusive enterprise of FAW Toyota Department, and FAW Toyota Sales Company will also be owned by Tianjin FAW. At the same time, the top management of FAW Toyota also made some adjustments to "slim down" FAW Toyota. ?
FAW Toyota, which entered the "second venture" from 20 19, has realized the evolution of manufacturing quality upgrade, new energy strategy, intelligent network strategy and marketing 3.0 under the support of five strategies: "TNGA, new energy, intelligent network, mobile travel". New energy, intelligent network and mobile travel are also the strategic transformation directions of GAC Toyota's layout.
After more than ten years of competition, FAW Toyota and GAC Toyota have different corporate personalities, which leads to differences in culture and business philosophy. FAW Toyota also wants to keep Toyota's position as a "first brother", and then it is necessary to optimize its products. ?
Toyota's attitude towards the two joint ventures is equal. In the future, "North-South Toyota" will implement a two-car strategy, and the same car will be put into FAW Toyota and GAC Toyota respectively. In terms of products, the opportunities of the two companies are equal, and the competition and cooperation between them will become more complicated in the future.
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