In recent years, with the rapid development of my country's economy, the per capita disposable income of residents has gradually increased.
In 1949, China's gross national product was only nearly 12.3 billion U.S. dollars, and its population was about 540 million. 's GDP per capita was only 23 U.S. dollars;
In 1978, China's total economic volume was 211.9 billion U.S. dollars, and its per capita GDP was only 156 U.S. dollars;
in 2010 China’s GDP is US$60483 billion and the per capita GDP is US$3566;
In 2020, China’s total GDP will be approximately US$14.7 trillion, and the per capita GDP will increase to US$10,504, a 40-fold increase compared to before the reform and opening up.
With the development of the economy, the consumption needs of the Chinese have also changed. In the early days, it was the pursuit of food and clothing. After the reform and opening up, it gradually began to pursue service-oriented consumption. Now consumers are beginning to pursue self-fulfilling consumption. This is what we often call "consumption upgrade" .
consumption upgrade has four typical characteristics: first, from function to spirit (spiritual pursuit) , for example, many high-end luxury goods are selling well; second, from quality to exquisiteness (aesthetic expression) , such as , millet is sought after by the public; from need to want (sound of the soul) , such as Le Creuset's kitchenware is widely loved; from the crowd to the outstanding (self-style) , for example The national tide began to rise. Of course, the consumption upgrade is not partial, and its impact is all-round, so the automotive industry has also been affected by the consumption upgrade .
In the era of consumption upgrade, buying a car is no longer just looking at appearance, but paying more attention to brand and quality; consumers have higher requirements for advanced technology, configuration and driving experience. The consumption of OEMs is also more rational and diversified, which imposes higher and stricter requirements on major OEMs. At the same time, the upgrading of consumption also promotes the increasing demand for mid-to-high-end products.
Although the current share of the low-priced passenger car market is still high, overall sales are declining; although the proportion of high-priced models is not high, it has almost shown a geometric multiple growth. Therefore, the automotive industry also has very obvious characteristics of consumption upgrades.
In the past, although Toyota sold more than 10,000 models in China each month, the price did not exceed 250,000. The Lexus RX , which is the same model as the Crown Lufang, sold for four to five million yuan, can sell more than 5,000 units a month; not to mention that many products of luxury brands have also dropped to the price range of about 300,000. However, the quality of these models is not good, and consumers are not satisfied. In such a market environment, consumers need a better Toyota.
In order to better meet the needs of consumers, FAW Toyota has planned three strategies . The first is TNGA, which FAW Toyota has been vigorously promoting in recent years. is committed to producing better cars. The second is the new energy strategy. The "engine family" lineup has been rapidly strengthened, and a comprehensive layout has been completed. includes HEV (double engine), PHEV (double engine E+), and EV (E Jinqing).And the future FCEV (hydrogen engine).
The cumulative annual sales volume of new energy models currently on sale is close to 130,000, which accounts for 16.2%. This year, it will increase to 20%, and next year, we will strive to increase it to 30%. FAW Toyota has reached 8 million customers in 17 years and will have more than 10 million customers by 2022. The third is the renewal of the Crown brand. In the future, Crown will be built and operated as a high-end brand of FAW Toyota.
As the flagship representative of Toyota's car manufacturing technology, "Crown CROWN" has always integrated Toyota's leading technology, and has always been at the forefront of the times. "Crown CROWN" has also won the crowd of consumers with its high quality, reliability and high comfort. It can be said that "Crown CROWN" has constructed the brand belief of the Chinese people.
"Crown CROWN" is a high-end model of Toyota Motor. It was officially launched in 1955. After 66 years, it has now developed to the fifteenth generation. In the impression of generations of Chinese consumers, the "Crown" is not only a Toyota car, but also synonymous with high-end Japanese cars.
As early as the 1970s, in order to meet the reception work of the Canton Fair, China made an exception and officially imported 200 fourth-generation Toyota Crown sedans, and the Crown became the first imported luxury car to enter the Chinese market. One of the cars. In the following 30 years, in the eyes of most Chinese people, Crown combines luxury, style and quality. Toyota and Crown have become the most reputable and well-known car brands and models in the hearts of Chinese people.
Until the beginning of the new century, the Crown has moved from fully imported sales to domestic production by FAW Toyota.Refresh people's driving experience of Japanese luxury cars with high standards and high quality. However, in the context of consumption upgrades, the consumer groups in the Chinese market have also changed. Therefore, the Crown also needs a brand renewal.
At the 19th Shanghai International Automobile Industry Exhibition, which opened on April 19, 2021, FAW Toyota's two flagship products-, CROWN KLUGER and Crown Weirfa CROWN VELLFIRE made a big debut and also announced the official landing of the renewal strategy of FAW Toyota's "Crown CROWN" brand (hereinafter referred to as the "Crown" brand).
Crown has transitioned from a single model to a brand series. The renewed "Crown" brand will help FAW Toyota fully deploy the high-end passenger car segment. As the first SUV product under the "Crown" brand of FAW Toyota, the Crown Lufang inherits the essence of Toyota Crown 66-year-old car, adhering to the Oriental design philosophy, with a comprehensive evolutionary attitude, in full bloom in the high-end SUV field; also inherited The Lu Xun series explores the unknown and challenges the spirit to move forward courageously. Therefore, the new crown Lu Fang can be said to be "Crown is the soul, and Lu Xun is the bone" .
The renewal of the "Crown" brand not only reshapes the flagship model representative of Toyota passenger cars, but also enhances Toyota's brand power, and once again focuses on quality control management, production technology, and materials The dimensions of, quiet design and other dimensions define the crown-level product standards, highlighting the unique charm of the product, and meets the needs of customers for consumption upgrades.
Take the Crown Lufter as an example. With the support of the "Crown Standard", every Crown Lufter is built according to the Toyota Quality Control System Level 1 standard.After more than 2,000 quality inspection and evaluation items, relies on Toyota's global quality audit (SQA) "0 bad" pass rate to make every Crown Lufter extremely perfect. The heroic body of more than five meters, as well as the application of polymer shock-absorbing materials, high-efficiency sound insulation glass and high-efficiency sound-proof and shock-proof materials, all demonstrate the flagship status of Crown Lufang. Compared with other suppliers, the Crown Lufang, which is larger in size and quieter in space, can undoubtedly meet the higher quality requirements of consumers.
Crown Lu is launching a heavy attack, accompany consumers to explore the future with super product power. At the same time, it also leads the glory and renewal of FAW Toyota's Crown CROWN brand, opens up a new market pattern for FAW Toyota's Crown CROWN series flagship products, and fully demonstrates the brand's dynamic and distinguished image. FAW Toyota has always been at the forefront of the times, only to meet consumers' escalating demand for cars. believes that in the future FAW Toyota will continue to introduce more and better models that can better meet consumer needs, as the Chinese auto market continues Grow upward.
.
