In recent years, SUVs have become the leaders of the automobile market, sweeping the market with the advantages of versatility and wide member space, and impacting the industrial structure of the automotive industry. According to the data released by the China Automobile Association, the cumulative sales of SUVs nationwide in 2013 was 2,908,800 units, an increase of 49.41% year-on-year. Under the huge thrust of the market, the pace of upgrading the SUV product lines of various manufacturers has been significantly accelerated, and more new models have been released. From the beginning of 2014 to the date of publication, the newly-launched domestic SUVs are closely related to imported and joint-venture models. The representative models are as follows: self-owned brands – BYD S7, Junpai D60, Chuanqi GS5 Speed ​​Bo, etc.; joint venture brand – Mercedes-Benz GLA, Guangqi Honda Binzhi, Beijing Hyundai ix25; imported brands - Lincoln MKC, DS6 and so on. In addition, as the founder of the luxury sports utility vehicle market, the landing of the third-generation BMWX5 has also added a lot to the SUV market. However, the fall of China's overall auto market is still in sight, and behind the frenzy of the SUV market, there are huge opportunities and challenges.
The increasingly fierce segment of the market in China, the overall car market from the outbreak to micro-growth but only five years, the change in supply and demand has made overcapacity a problem for many manufacturers, market-oriented competition is being staged, and more intense. In terms of sales of SUV models in China in the last three years, it was 1,593,700 units in 2011, up 20.19% year-on-year; in 2012, it was 200,400 units, up 25.50% year-on-year; in 2013, it was 2,198,800 units, up 49.41% year-on-year. At the same time, the overall sales situation of passenger cars was: sales of 14.472 million in 2011, an increase of 5.19%; sales of 15.5492 million in 2012, an increase of 7.07%; sales in 2013 were 17.928 million, an increase of 15.71%. The surge in SUV sales is obvious. However, in the first three quarters of this year, when major manufacturers continued to push new products to the market, the increase in SUV sales showed such a phenomenon: relevant statistics show that: in the first three quarters of this year, with a large number of new products going to the market, independent brands The sales volume of SUVs totaled 1,199,300 units, an increase of 37.4% over the 872,800 units in the same period of last year, which was higher than the overall 32.8% of the SUV market. Its market share also increased year-on-year, from 41.5% to 43.0%, an increase of 1.5 percentage points; compared with its own brand, the market share of foreign brands SUV in the first three quarters showed a downward trend, although sales increased by 29.5% year-on-year to 159,900. The number, but the share fell 1.5% to 57.0%. The sales volume of joint-venture brand SUVs was mainly dragged down by the decline of Korean cars, but the growth trend of Germany, Japan and the United States is gradually narrowing. At first glance, these data seem to be the rise of domestic brands, and it seems to be a bit of a "fighting and killing" master. However, behind this, when domestic independent brands are blindly relying on low-price strategies to sell sales, foreign-owned luxury SUV manufacturers have embarked on a mature development path focused on excellence in market segments. When domestic self-owned brands seek for wealth in the “risk”, foreign brands have relied on mature market segments and technological advantages to “strategize and stabilize”.
The reason why the SUV market returns to the original SUV is deeply loved in the Chinese market, and the reason is largely due to its "multi-functional" characteristics. From its definition, "sports utility vehicle", the SUV is a model with a wagon-like space function and the off-road capability of a truck. A little more popular, consumers seem to have only three main expectations for SUVs: comfort, space and performance. But when it comes to the market, the needs of consumers are far from being so simple. In the past few years, compared with independent brands, what joint ventures and imported brands lack is in-depth local marketing. The “package” of self-owned brands in second- and third-tier cities has made foreign brands complain, compared with their own brands with lower attitudes, deeper market entry and wider marketing. The era of brand buying cars seems to be gradually ending, and consumers have long been accustomed to the "door-to-door sales" approach. Of course, such a shift in consumption structure has also allowed foreign brands to increase their investment in marketing. For a time, car advertisements can be seen everywhere. In addition to the placement of traditional media and new media, streets, stations, shopping malls, and elevators are full of advertisements. Even the show car. After the marketing activities were inconsistent, the market competition showed a state of “return to zero”. The car companies returned to a platform, and the “cramming” advertising era ended, and consumers became cautious again. The situation of “Don't look at advertisements and see curative effects” is becoming clearer, and technical highlights have once again become a magic weapon for competition. As a result, the SUV market has once again returned to its original source, and whether the product itself meets the needs of consumers has once again become the key to occupying the market, creating a situation in which the people who are now popular have the world.

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