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Shangpu Consulting: Market Supply and Demand Analysis and Development Prospect of Pickup Truck Industry in 2023

2024-07-18 09:53:00 Source: Champu Consulting Visits:0

一、中国皮卡行业市场供需状况

According to data from the Champ Consulting Group,2022年中国皮卡销量为51.3万辆，同比下降6%，但仍然居于近五年第二高水平，领涨商用车大盘。其中，自动挡皮卡销量占比达到29.3%，创下近年新高，反映了消费者对皮卡舒适性和安全性的需求增加。另外，2022年中国皮卡出口为12.8万辆，同比增长65%，也创下近五年新高，占据皮卡总销量四分之一的份额，成为稳定皮卡市场的主要因素之一。

Champ Consulting predicts,2023年全年中国皮卡销量有望达到60万辆左右，同比增长17%，主要受益于以下几个方面：

政策利好。国家层面提出进一步放宽皮卡进城限制，推动取消皮卡车进城限制，为皮卡市场释放更大的潜力。同时，对新能源配送货车扩大通行范围、延长通行时间，为纯电动皮卡创造更多的机会。

market demand. With the upgrading of consumption and the development of outdoor economy, consumers' demand for the utilization, electrification and intelligence of pickup trucks is becoming stronger and stronger. At the same time, with the acceleration of urbanization and the deepening of urban-rural integration, pickup trucks also have a broad application space in the fields of urbanization, rural logistics, and agricultural production.

产品创新。各大车企纷纷推出了新品或改款车型，以满足不同细分市场和消费者的需求。比如，吉利雷达RD6创业版作为国内首款纯电平台皮卡，实现了真正意义上的乘用化，并具有强大的智能生态和外供电能力；上汽大通MAXUS GST概念车则作为“大型纯电性能皮卡” 在上海车展首发亮相，展示了皮卡的未来发展方向；长城炮、江铃T8, Changan KaichengF70And other models have been continuously improved in terms of automatic transmission, comfort, and safety, which has improved the market competitiveness of pickup trucks.

二、中国皮卡行业发展前景

According to data from the Champ Consulting Group,2022In 2012, global pickup truck sales were affected by the outbreak.1020万辆，同比下降3.8%. S. remains the largest market for pickup trucks, with sales49010,000 vehicles, accounting for the global total48%. The Chinese pickup truck market, on the other hand, showed strong growth momentum with sales60万辆，同比增长20%, accounting for the global market5.9%。但是，从渗透率来看，美国皮卡渗透率为16%，全球平均水平为6%China is only1.8% . This shows that China's pickup market still has a lot of room for growth and potential.

According to Champ Consulting's forecast, under the premise that the lifting of the ban on the right of way to the city for pickup trucks is steadily advancing, the domestic demand for pickup trucks in the market will reach2030Year up100万辆之上。皮卡总销量到2030Expected to be realized in200万辆左右。尚普咨询认为，中国皮卡市场未来将呈现以下几个发展趋势：

乘用化。随着消费者对于皮卡的乘用化需求越来越强烈，皮卡将不再仅仅是一种工具车，而是一种能够满足商用、家用、休闲等多种需求的多功能汽车。因此，皮卡在舒适性、安全性、智能化等方面将不断提高，以媲美乘用车的品质和体验。

电动化。随着新能源汽车技术的发展和政策的支持，纯电动皮卡将成为未来的发展方向。纯电动皮卡具有低噪音、低能耗、高扭矩等优点，可以满足城市配送、户外休闲等多种场景的需求。同时，纯电动皮卡还可以作为移动电源，为其他设备提供外供电能力，拓展更多的应用场景和商业模式。

智能化。随着物联网、云计算、人工智能等技术的应用和普及，智能化将成为皮卡的重要特征之一。智能化不仅体现在车内的智能座舱、智能驾驶辅助系统等方面，还体现在车外的智能生态系统中。通过与无人机、摩托车、电动桨板等设备的连接，皮卡可以成为户外移动物联平台，为用户提供更丰富和更便捷的服务。

Branding. With the intensification of market competition and the improvement of consumers' brand awareness and loyalty, branding will become one of the important means for pickup companies to gain market advantages and profit margins. By improving product quality, innovating technology, expanding the market, and strengthening marketing, pickup companies need to continuously improve their brand influence and reputation to win the trust and favor of consumers.

三、中国皮卡行业面临的挑战与问题

Although China's pickup truck industry has good development prospects and potential, it also faces some challenges and problems, which need to be further solved and improved. Mainly has the following several aspects:

产品质量。虽然中国皮卡企业在产品质量方面有了一定的提升，但与国际先进水平相比，仍然存在一定的差距。比如，中国皮卡的动力性能、燃油经济性、排放水平、安全性能等方面还有待改进。同时，中国皮卡的故障率、维修成本、保值率等方面也不尽如人意，影响了消费者的信心和满意度。

技术创新。虽然中国皮卡企业在技术创新方面有了一些突破，但与国际领先水平相比，仍然存在一定的差距。比如，中国皮卡在纯电动技术、智能化技术、轻量化技术等方面还有较大的提升空间。同时，中国皮卡在核心零部件、关键技术、专利申请等方面也缺乏自主创新能力，依赖于外国技术和供应商。

Market expansion. Although China's pickup truck market has great potential and space, it also faces fierce competition and challenges. For example, in the domestic market, in addition to traditional pickup truck companies, there are also some passenger car companies and new energy vehicle companies that have entered the pickup truck market, increasing the competitive pressure of the market. In foreign markets, in addition to the United States, Japan and other developed countries, there are some emerging markets such as Southeast Asia, Africa and other demand for pickup trucks is growing rapidly, but there are also policy barriers, trade frictions, cultural differences and other issues, increasing the risk and uncertainty of the market.

品牌建设。虽然中国皮卡企业在品牌建设方面有了一些进步，但与国际知名品牌相比，仍然存在一定的差距。比如，中国皮卡的品牌知名度、美誉度、忠诚度等方面还有待提高。同时，中国皮卡在品牌定位、品牌传播、品牌形象等方面也缺乏明确的战略和有效的手段。

4. Conclusion

综上所述，中国皮卡行业在近年来取得了显著的发展成果，但也面临着一些挑战和问题。尚普咨询集团认为，中国皮卡行业需要抓住政策利好、市场需求、产品创新等机遇，同时应对产品质量、技术创新、市场拓展、品牌建设等挑战和问题，以实现高质量发展，并为中国汽车产业的转型升级做出贡献。

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