When the gears of price reduction clicked, China's auto market also came to a new competitive situation. On the one hand, the car companies are competing to see who has dropped the most and who has dropped the frequency faster, and on the other hand, consumers are happy to meet the historical opportunity of "a rare encounter in a century" and enjoy the benefits of a price reduction every month. 
Objectively speaking, under the conditions of market economy, competition is normalized, and various brands fight for product quality, technology research and development, brand influence, and of course, also fight for the best. But like 2023, the whole year is fighting, so that most brands are in a situation of selling one and losing one, which is actually not in line with the laws of the market. "People's Car Evaluation" said in a previous article that in order to harvest market sales and keep the opportunity to stay at the table, brands do not hesitate to sell cars at a loss, even if it is at the price of cabbage, they must keep up, otherwise they will be eliminated immediately. 
The market competition is so cruel, but consumers are full of happiness. In the past, when buying a car, I fought wits and courage with car sales, tried to get more discounts, and sent more car supplies, which was completely in a state of passive beating;Now it's different, turning into a serf and becoming a master. Although it is also a number of price comparisons, and there is a secret war between sales, the mood and experience are completely different. If you are not satisfied with the discount of one brand, you will immediately give another **. Under the big knife of sales KPIs, as long as it is not too demanding, it can basically be sold. However, we must have a clear understanding: after all, the car is a business, and the car companies will eventually make a profit, and when this round of transformation is over, the competition pattern will also tend to stabilize, and the endless price reduction will become history, so the happiness of this session of consumers will not be too long. Since the beginning of this year, there have been too many new models that have broken our previous impression of products and systems. Zhiji LS6, Xpeng G6, AVATR 12, Wuling Starlight, one can roll more than the other, and one is more cost-effective than the other. The above models are in space, configuration, parameters to complete the dimensionality reduction strike, in the past only on the luxury brand can enjoy the space and configuration, now in the lower one or even two ** range of models can be seen everywhere, so that consumers can really feel what is the performance of the leapfrog. 
There are even many models that are adjusted immediately within a few days of being launched**. The M7 and Xpeng G9 are the most direct examples. Among the many new forces, many brands such as NIO, Lingfang, VOYAH, Nezha, etc., have overturned the previous pricing in order to gradually gain a firm foothold in the market. More models are aiming at the benchmark models of the market segment, such as the Galaxy E8 open pre-sale, and the guide price of the BYD Han EV Champion Edition is 20980,000 yuan, it just launched 1880,000 yuan, more than 20,000 cheaper. Who can stand this?Let's not talk about the question of whether to buy or not, just such a high and low price has already triggered a lot of ** discussions. Coupled with the remarks of car company executives from time to time about the best model within xx million, the people who eat melons will stand in line again, p k, and the heat will come up immediately. 
Yes, now not only the product positioning and the best system are being rewritten, but even the brand promotion and marketing strategy has changed. In the past, it was a major news press conference, or a press release spread on the whole platform, but now it is the executives who are personally on the field, waving their flags and shouting on social **, and the content involved is also varied, product positioning, technical battle, brand promotion, price reduction and discount are all-inclusive, and everyone wants to get and unexpected publicity will appear. Some people call this a group of demons, but this fragmented way is in line with the habits of consumers to obtain information under the mobile Internet. In the past, the era of paper media and television was also the way consumers obtained information in that era, so the tools of information dissemination are changing, and the communication methods and strategies are also changing. Previously, Wang Chuanfu, chairman of BYD, said: "Now is the era of fast fish eating slow fish, not the era of big fish eating small fish, if car companies do not rush up in the next 3-5 years, there will be no chance." And in the next 3-5 years, the auto market as a whole or different subdivisions will continue to fight. Li Xiang, CEO of Ideal, also said something similar: "If there are only four or five companies left in the industry, BYD, Tesla, and Huawei are among them, we try to stay at the table." ”
From the words of the industry bosses, it is not difficult to see that although the Chinese auto market is now a prosperous scene of various brands rising and falling, a hundred flowers are blooming. But in the next few years, a large number of businesses will disappear. In the end, the number of car companies that can only run to the end will not be too many. In this process of survival of the fittest, the best screening tool is the best one. Therefore, we see so many brands today cutting prices, as if they are currying favor with consumers, but in fact, they are not really serving the people, nor are they really making high-quality and inexpensive cars, but they are harvesting sales, consolidating market share, and working hard to stay at the table in the future. When China's auto market has gone through a big wave and finally only a few car companies remain, such as only four or five remaining, do you think they will still sell cars at a loss like they do today?At that time, they will grow like today's German and Japanese brands like giants, holding a lot of technology in their hands, and then release it little by little like squeezing toothpaste, consumers have to be grateful to Dade, and a tacit understanding will be formed, even if there is ** competition between brands, but it will never be to the extent of breaking the muscles and bones, to ensure a certain profit margin, wouldn't it be beautiful for everyone to make money together?The cake of the market is limited after all, hello, hello, hello, everyone, not letting the latecomers disrupt the situation, is one of the cores of market monopoly. 
We are witnessing history now. In this process, we watched the people who shared the cake rise in waves, feasted guests, and collapsed. Moreover, the reshuffle rhythm of the new energy vehicle market has been faster than we imagined, Li Auto was a year ago and Weilai, Xiaopeng was a difficult brother, and now it has walked on the road of profitability, the latter two are still struggling to explore;The second-generation new energy brands incubated by traditional car companies are menacing, aiming at new forces to launch-for-tat productsIn addition, brands such as Skyline, Aiways, and Weimar have "exploded" before;There is also the imminent entry of Xiaomi cars, which is bound to increase the market variables. All in all, now is the time when it is the most stalemate, and it is also the time when the most people share the cake. In the next time, under the strong pressure of price reduction, there will be many well-known car companies that can't bear the pressure and go out of business, and the number of people who share the cake is decreasing. Just like in the preliminaries and finals of an Olympic competition, only a handful of people can win rankings and medals. Whether it is a car company or a consumer, people evaluate cars at different market stages, and they have their own pain points and unspeakable hidden. For car companies, in the knockout stage, it is necessary to hit their opponents and fulfill themselves by cutting prices, and stay at the table as much as possibleFor consumers, although the product form of the monopoly stage is the most mature, it has also been "solidified" at that time, and will not buy products that reduce dimensionality. This is the law of market development, and there is never the best of both worlds. Since we are fortunate to be at this stage, let's enjoy the happy time now. List of high-quality authors