·Automobile consumption returns to rational track, new car drive market growth

In 2014, new cars became the most important factor driving the growth of the market.
Near the end of the year at the Guangzhou Auto Show, the "New Car Show" was staged. It is a common practice to use the huge new car lineup as the beginning of the next year for companies to prepare for the war. According to official statistics, the lineup of the first model of the Guangzhou Auto Show this year reached 56 models. The new models listed before and after the Guangzhou Auto Show are even more numerous.
In recent years, in the Chinese auto market, especially in the passenger car market, the new car strategy has made a great contribution to the rapid rise of many auto manufacturers, and a situation of “fixing the world” has occurred from time to time. Therefore, the new car strategy has become a very sophisticated market means used by major auto manufacturers, which has also led to the phenomenon that new cars get on the market. According to incomplete statistics, in 2013, the domestic auto market launched nearly 300 new models.
In 2014, this number has increased. Taking Volkswagen as an example, this year Volkswagen China teamed up with two joint ventures to launch 14 new models in China, of which only 7 models from Volkswagen imported cars are being introduced to the Chinese market. Automobile companies such as GM and Toyota are also constantly introducing new models.
However, unlike the new car strategy that relied on “a trick to eat the world”, this round of new car war is a “product upgrade war” for technology upgrades and configuration upgrades.
Under the pressure of increasingly stringent environmental and fuel consumption limits, automakers are actively responding to changes in the policy, social and consumer environments, such as offering lower carbon emissions, more environmentally friendly vehicles, or offering smaller, more versatile Whether it is an oil model or an intelligent configuration model with more car networking applications. These have become the key product areas of auto manufacturers, in order to attract more rational consumer groups.
From the analysis of the automobile consumer population, the population age structure has a significant impact on the automobile market. The rise of the “post-85s” and “post-90s” consumer groups has become an important force driving the growth of the auto market. In view of the characteristics of this consumer group, intelligence, personalization and practicality will become important features of new products.
Judging from the continuous introduction of new models by major auto companies this year, SUVs and MPVs are still the key market segments, and the trend of SUV miniaturization is obvious. In the A-class sedan market dominated by family cars, the idea of ​​intensive cultivation has reached a consensus among major auto manufacturers. In the mainstream segment of the A-class car, automakers are either targeting a blank or launching their own strong products against competitors' product strategies in order to capture more market share.
At the same time, the consumption upgrade trend is obvious. This is evident from the rapid expansion of the luxury car market. This year, the luxury car market still maintains a growth rate of more than 20%. This figure is enough to show that the speed of China's auto consumption upgrade is accelerating.
However, the high growth of luxury cars does not mean that the trend of the car market entering rational growth has changed. On the contrary, due to the top-down pressure of luxury cars and high-end car brands, the demand for the comprehensive strength of the popular car brands for their products and services has also increased. In the face of an increasingly fierce market environment, automakers are constantly looking to fill the blank market segment with their products. They have also realized that all major auto brands are now heavily guarding their own dominant markets and want to overcome a small one. The hills have to pay more energy than ever before.
"Daily Economic News" combined with Xinhuaxin and Tencent Auto's "2014 Automobile Consumption Behavior Survey" shows that consumers are "his new and tired of old" and catching up with the trend are obvious consumption characteristics, while the residual value, use and after-sales service experience of used cars It has also become the focus of consumer attention. Therefore, the introduction of new models is only a stepping stone to attract consumers' attention, and the establishment of perfect service capabilities from pre-sales, sales to after-sales is the driving force behind the growth of market sales and share.

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