China Automobile Dealers Association Automobile Market Research Branch (Passenger Vehicle Market Information Joint Association, referred to as the Passenger Vehicle Association) and Shanghai Fulan Automobile Technology Co., Ltd. (referred to as CAM Automotive Consulting) released the "Product Competitiveness Index", aiming to By constructing mature product evaluation standards, research the factors affecting product competitiveness and gain insights into market trends.
"Product Competitiveness Index" is an index to quantify product competitiveness based on the four dimensions of user reputation, market popularity, product evaluation, and price strength. The larger the index value, the stronger the comprehensive competitiveness of the product.
December 2020 index overview
Based on January 2019, the overall market product competitiveness index in December 2020 is 91.1, which is the same month-on-month; from the perspective of the three major market segments, the car segment It fell 0.2 points, SUV increased 0.3 points month-on-month, and MPV increased 0.6 points month-on-month.
Overall market product competitiveness index trend
In December 2020, the wholesale volume of passenger cars exceeded 2.3 million units, achieving positive growth for five consecutive months year-on-year and month-on-month, among which, the wholesale volume in December hit 2020 New year high; as the domestic economic environment is steadily improving, the annual GDP has exceeded 100 billion yuan, achieving positive year-on-year growth, providing a solid foundation for the growth of the domestic automobile market; as the end of the year approaches, some dealers have reached their targets and discounts The month-on-month decline in strength caused price strength to drop by 0.3 points from the previous month, and drove the product evaluation to drop by 0.1 points from the previous month, and the user reputation increased by 0.8 points. Overall, the overall market product competitiveness remained unchanged from the previous month.
Remarks: only the data of the last 12 months is retained, based on January 2019 as 100%
The trend of product competitiveness index in the car market
In general,The product competitiveness index of the car market in December 2020 was 91.0, a decrease of 0.2 points from the previous month. Except for the increase in user reputation and market popularity, the other indicators all declined.
Note: Only the last 12 months of data are retained, and 100% based on January 2019
SUV market product competitiveness index trend
December 2020 SUV market product competitiveness index is 91.2 , An increase of 0.3 points from the previous month, of which user reputation and product evaluation increased by 0.6 points from the previous month, and the remaining indicators fell by 0.1 points from the previous month.
Note: Only the last 12 months of data are retained, and 100% based on January 2019
MPV market product competitiveness index trend
MPV market product competitiveness index in December 2020 is 91.8 , The month-on-month increase of 0.6 points, of which price strength and user reputation increased by 2.9 points and 0.7 points respectively, and the remaining indicators declined.
Note: Only the last 12 months of data are retained, and 100% based on January 2019.
About the "Product Competitiveness Index"
Construction method:
in user reputation and market popularity Establish a product competitiveness index system based on the four dimensions of product evaluation and price strength.
The first step is to construct four-dimensional evaluation indicators. For example, user reputation includes secondary indicators such as appearance, interior, and space.
The second step is to make consistent and standardized processing of the collected basic data of the four dimensions, so that the data dimensions of each dimension are unified.
The third step is to set the weights of the evaluation indicators subjectively and objectively. Objectively based on differentiated information between data,Subjective is judged by the expert panel.
The fourth step is to calculate the product competitiveness index by weight.
Indicator description:
User reputation indicator-an indicator that truly feedbacks the car owner's car experience
Market popularity indicator-an indicator that objectively reflects the marketing effect of a product
Product evaluation indicator-an objective reflection of the product's cost-effectiveness High and low indicators
price strength indicator-an indicator describing product price changes
Data source:
data related to product evaluation and price strength, such as sales volume, mix, price, etc., are mainly derived from CPCA and CAM research and monitoring; the relevant data for calculating user reputation and market popularity indicators, such as marketing, publicity, and word of mouth, are mainly derived from the CAM big data platform.
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