Brothers, how much does a down jacket you wear?Some time ago, there was a lot of controversy on the Internet about "a domestic down jacket sold for 7,000 yuan a piece", and many people were complaining, saying that "it's not that down jackets can't afford it, but that cold medicine is more cost-effective".
In addition to down jackets, the current domestic cars seem to be the same, hundreds of thousands or even millions of domestic models have been unveiled, and it can even be said that the current domestic car is equivalent to the joint venture car 10 years ago, many people are talking, there was no money to buy domestic before, and now there is no money to buy domestic car, but the joint venture car next door has been reducing the price, why is this domestic car now more and more expensive?
In fact, if we want to understand the pricing logic behind the car, we must first calculate an account, that is, how is the pricing of the car determined?In fact, behind the pricing of a car, including R & D costs, production costs, logistics costs, various taxes, brand premiums and other factors, these costs together, combined with the target profit margin of car companies, and the actual market situation, finally come up with a reasonable guide price, after all, the emergency price adjustment after the listing, it is not unprecedented.
And the early domestic car fuel car, there is indeed no brand power and technical strength, many car companies just started to build a car, the use of "take the doctrine", here is the three major pieces of the Japanese system, there is the German modeling, don't care how the car is done, you say that the sale is not cheap enough, the result is that you can only rely on the first to change sales, the profit is getting lower and lower, and car companies have little incentive to engage in technology research and development, after all, everyone is trying to buy cheap, there is no need to spend too much money to develop technology.
As a result, the wind of new energy is blowing, and many car companies have found that when a car has no engine and gearbox, not only the threshold for making a car has become lower all of a sudden, but also between themselves and those joint venture brands, there is no longer any gap in technical strength, coupled with the subsidy policies of various places, to build electric vehicles to overtake in corners. So, in recent years, a large number of new energy brands have emerged, but with the increasingly fierce market competition, a large number of brands have naturally been eliminated, and the remaining car companies, without exception, are greatly improving product power, which also prompts more people to be willing to choose their products, the more cars are sold, the more money can be invested in product research and development, forming a virtuous circle, and even some car companies because they have money, but also make some good hybrid cars.
However, in recent years, good sales and high sales may not necessarily bring sufficient profit margins, because sales are growing and there are more competitors. The competitive pressure has not been reduced, your family sells 200,000 yuan, my family sells 190,000 yuan, and the size is larger than you, and the configuration is higher than yours. How to improve it?You can't just shout with your mouth, we are high-end, we are a luxury brand, and customers will not believe it.
Therefore, most car companies will choose to walk on two legs together. The first is to launch high-end products, such as looking up, Denza, and Extreme Krypton to BYD, high-end brands sell well, and naturally everyone is happy, and it doesn't matter if they don't sell well, so that customers have a ** anchor point in their hearts, and then when they look at their other products, they won't feel that they are biased, which is simply a good way to kill two birds with one stone. For example, at the end of April this year, the 2022 annual report of A-share listed companies, you can find that the marketing expenses of many car companies have increased several times compared with the previous year, and these expenses will eventually be reflected in the car price.
Everyone's eyes are on these newly listed models, so they feel that domestic cars are getting more and more expensive, and ignore the entire market, and forget that those old domestic cars are still selling cheaply, such as Haval H6, now more than 80,000 can be done. Of course, in the final analysis, buying a car is consumption after all, the more domestic cars are sold, the more expensive they are, at least they can give you the corresponding products, even if they are upward, in order to be able to grab the market that they can't touch before, and the joint venture car starts to be preferential, just to not lose too much of the market, we people buy a car, the key is to first clarify their own needs, and then choose the right car, about domestic, joint venture, or imported cars, is it really important?
Finally, I would like to ask you, if it is about the same, will you choose a joint venture car or a domestic car?See you in the comments section.