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"Car Public Opinion" Issue 23
Author Miao Jian Research Institute
May is an important period for the automobile market. Many new cars exhibited at the Shanghai Auto Show began to appear on the market one after another. Joint-venture brands and independent brands are competing to launch brand-new, mid-term and annual models, bringing more choices to consumers. This also makes the domestic auto market more exciting and interesting.
According to the statistics of Miaojian Information Public Opinion Monitoring Platform, in the TOP10 public opinion hot list of new cars listed in May, domestic brands dominated, and among the new cars listed, fuel/plug-in models accounted for over 60%.
40% of the new models were launched in this month’s list, mainly medium and large SUVs. Among them, the price is divided into multiple grades, the highest is 389,800 yuan (Chuanqi E9) and the lowest is 79,800 yuan (Baojun Yueye).
In the list, the old best-selling models Accord and LaCrosse are all replacement models. Small and medium-term models are all plug-in models except Seal, which is pure electric.
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List of new cars on the market: the new Haval Xiaolong won the No.1 new car communication in May, and BYD dominated the list of three models.
Haval Xiaolong (brand new) is the model with the highest heat index this month. On May 15th, the launch conference of Haval brand new energy night and Haval Xiaolong series was successfully held in Beijing, officially releasing the brand new energy strategy of Haval brand and launching a brand new energy product-Haval Xiaolong series, with the starting price of new cars ranging from 139,800 to 179,800 yuan.
Nearly 6.5% of Haval Xiaolong’s sound volume is generated at the client. Know the car emperor, today’s headlines and Sina Weibo are the main communication channels, among which Weibo has 91,000 interactive voices, which is the second highest interactive car in this month’s list. "Intelligent four-wheel drive" and "travel audio-visual room" are the main communication points of Haval Xiaolong.
There were many hot spots in the launch of Haval Xiaolong. In addition to the introduction of new cars, Feng Mu, president of Great Wall Motor, launched the "Five Questions of the Soul" on the spot. In addition to expounding the current situation of China’s automobile market and the development prospect of Haval brand, Feng Mu also pointed out the bad practices of disrupting the market, such as friends raising the water army and worrying product quality, saying that some car companies regard "controlling public opinion as the primary productivity" and even commented that some car companies "won sales and lost the bottom line"
Guangqi Honda Accord (replacement) is another popular model this month, which was officially launched on May 20th. As an old-fashioned best-selling model, the new car was widely discussed and paid attention to during the listing period, and "brand-new" and "intelligence" were the main communication points.
Guangzhou Automobile Chuanqi brand continues to maintain the new strength and communication potential of "new cars every month".
During the listing of Chuanqi E9, Guangzhou Automobile Chuanqi 4S stores all over the country, with today’s headlines, knowing the car emperor and car home as the main positions, made a lot of momentum. The marketing text is short, matched with key words of product characteristics, emphasizing electricity and oil, four-fold luxury gifts and so on. Reflect saving and highlight preferential treatment.
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Pre-sale release list: two brand-new models were officially unveiled, and Musa’s publicity momentum was strong.
In addition to the listed models, the models pre-sold and unveiled in May are mainly medium/large SUVs. Fuel vehicles account for 60%. There are two brand-new models, namely Beijing Hyundai Mussa and JAC Yttrium 3. Most of the other models were changed in the medium term.
On May 17th, MUFASA, a brand-new compact SUV product of Beijing Hyundai, officially announced its Chinese name-Musa, and started the pre-sale. Musa spread strongly, and "smart two rooms and one living room on board" was its main propaganda point.
On May 20th, the global pre-sale conference of Yttrium 3, an intelligent pure electric car of Jiangqi Group, was held in Hangzhou. Yttrium 3 (brand new) is Jianghuai Yttrium’s first intelligent pure electric vehicle. The new car is positioned as a pure electric small car with a pre-sale price of 97,900 yuan, focusing on "space, battery life and safety".
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Observation on the launch of new cars this month
Enter the hall! Stars help out
Chuanqi E9 conference site: held in the Great Hall of the People, Zhang Yue, general manager of Guangzhou Automobile Passenger Car, explained the whole process, and sports star Su Bingtian helped out …
Combined with selling points, multi-scene layout
Bao Junyue also released the conference site: multiple scenes fit different product points of Bao Junyue, such as outdoor cross-country, modified life, intelligent driving, etc., so that the audience can understand the products more intuitively …
Senior executives go into battle together and explain in sections.
Haval Xiaolong conference site: Feng Mu, president of Great Wall Motor, and Qiao Xinyu, executive deputy general manager of Haval brand, respectively took the stage to explain …
Accord conference site: Li Jin, director of Guangqi Honda Automobile Co., Ltd., and Xiao Zhihui, general manager of the four-wheel development center of Honda Technical Research Industry Co., Ltd., took the stage to explain respectively.
Song ProD M-i conference site: Lu Tian, general manager of BYD Dynasty Network Sales Division, and Yu Yang, product manager of BYD Dynasty Network Sales Division, respectively took the stage to explain.
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