Definition of 1. Mini Car Market

The mini-car market usually refersA00The level of the car, that is, the length in3.5Under meters, the wheelbase is2.4meters below, with a displacement1.0Liters or less or the battery capacity is20kWhThe following cars1. The mini-car market mainly includes two types of products: one is traditional fuel mini-cars, such as CheryQQ, Jianghuai Yueyue, etc.; the other is new energy mini-cars, such as HongguangMINI HOUSE, BYDe1Wait.

2. the size of the mini-car market

According to data from the Champ Consulting Group,2022China's wholesale sales of passenger cars in2315.4Ten thousand, of whichA00Level wholesale sales are1047.9Ten thousand vehicles, accounting45.3%. Among them, new energyA00Level wholesale sales are569.8Ten thousand vehicles, accounting54.4%Year-on-year growth.111.9%. It can be seen that the mini-car market is an important part of China's auto market and one of the main growth points of new energy vehicles.

Outlook2023In 2010, although the subsidy declined further and will be officially withdrawn at the end of the year.3However, China's new energy vehicle market is fully transitioning to a high growth stage driven by demand, and has formed a strong support for sales volume in terms of four key drivers: product quantity and competitiveness, total vehicle ownership cost, consumer preference and attitude, and infrastructure readiness. Expected2023Total sales volume of new energy vehicles in900Ten thousand, of whichA00Level Sales500About ten thousand. The mini-car market will continue to maintain a high penetration rate and growth rate.

Characteristics of the 3. mini-car market

The mini-car market has the following notable features:

Product homogenization is serious. Because the design of mini-car products is limited by factors such as size and cost, the degree of product differentiation is low, the function is single, and the appearance is the same. At the same time, due to low technical barriers and many competitors, product price transparency is high and competition is fierce.

Low profit margins. Because mini-cars are positioned in the low-end market and have high price sensitivity, consumers have low requirements for product quality and service. As a result, it is difficult for microcar manufacturers to increase their profit margins by increasing the added value of their products or providing differentiated services. At the same time, due to the withdrawal of subsidy policy, mini-car manufacturers are also facing the dual challenges of cost pressure and price competition.

Diversification of consumer demand. With the upgrading of consumption and market cultivation, consumers' demand for mini-cars is no longer limited to basic travel functions, but pays more attention to the intelligence, personalization and comfort of products. At the same time, consumers' use of mini-cars is also more diverse, such as walking, sharing, and online appointment.

Policy support is inadequate. Compared with other levels of new energy vehicles, mini-cars are relatively weak in terms of policy support. On the one hand, mini-cars do not enjoy subsidy policies at the national level, and can only rely on local government subsidies and purchase tax reductions and exemptions. On the other hand, mini-cars have no obvious advantages in access policies such as traffic restrictions and purchase restrictions. Some cities have even implemented additional restrictions on mini-cars.

Trends in the 4. mini-car market

according to champ consulting,2023The mini-car market will present the following trends:

New energy mini-cars will continue to lead the market. New energy mini-vehicles have obvious advantages over fuel mini-vehicles in terms of power, economy, and environmental protection, and have greatly improved the quantity and quality of products. Expected2023New energy mini-cars will occupy the mini-car market throughout the year.70%above share.

The mini-car will penetrate into the mid-to-high-end market. With the diversification and quality of consumer demand for mini-cars, as well as technological progress and innovation, mini-cars will no longer be limited to the low-end market, but will penetrate into the mid-to-high-end market. Some manufacturers have launched mini-car products that are positioned in the mid-to high-end market, such as Weilai.ET7, XiaopengP5These products have made great breakthroughs in intelligence, comfort, safety, etc., and the price is also higher.

The mini-car will expand more usage scenarios. With the development of new business forms such as shared travel and online travel, as well as the improvement and popularization of charging facilities, mini-cars will expand more usage scenarios, such as walking, short-distance travel, business vehicles, etc. These usage scenarios will bring more consumer groups and growth space for mini-cars.

The mini-car will strengthen the differentiation competition. Faced with the problems of product homogeneity and low profit margins, mini-car manufacturers will strengthen differentiated competition and attract consumers by providing more diversified, personalized and intelligent products and services. At the same time, mini-car manufacturers will also strengthen brand building and marketing innovation to enhance brand influence and loyalty.

5.2023Current problems in the mini-car market in

According to data from the Champ Consulting Group,2023There are several problems in the mini-car market:

Lack of product innovation capacity. Although there have been some mid-to-high-end products in the mini-car market, on the whole, the mini-car market still lacks innovation capabilities, and the product design and technical level are relatively lagging behind other levels of cars. This leads to a low degree of product differentiation and a single function, which cannot meet the growing and diversified needs of consumers.

Market competitiveness is not strong. Due to the low profit margin of the mini-car market, the investment of mini-car manufacturers is insufficient, and they cannot form effective competitiveness with other levels of auto manufacturers in product research and development, brand building, channel expansion, and service improvement. At the same time, due to the lack of policy support, mini-car manufacturers are also facing more market risks and uncertainties.

市场监管不完善。由于微型车市场的快速发展和多元化，导致了市场监管的滞后和缺失，无法有效地规范和引导微型车市场的健康发展。一些微型车产品存在质量问题、安全隐患、环保违规等问题，影响了消费者的信心和满意度。同时，一些微型车厂商也存在违反市场规则、损害消费者权益、扰乱市场秩序等行为，影响了市场的公平和透明。

针对2023年微型车市场目前存在的问题，尚普咨询提出以下几点建议：

加强产品创新能力。微型车厂商应该加大产品研发投入，提升产品设计和技术水平，开发出更多符合消费者需求和喜好的产品。同时，微型车厂商应该加强与其他行业和领域的合作，引入更多的创新资源和技术，打造出更具差异化和竞争力的产品。

提升市场竞争力。微型车厂商应该加强品牌建设和营销创新，提升品牌影响力和忠诚度，增加消费者对微型车产品的认知和信赖。同时，微型车厂商应该优化渠道布局和服务体系，拓展更多的销售网络和服务点，提供更优质的售前、售中、售后服务。

完善市场监管机制。政府部门应该加强对微型车市场的监管和指导，制定出更完善和科学的标准和规范，规范和引导微型车市场的健康发展。同时，政府部门应该加大对微型车市场的扶持和激励，提供更多的政策支持和优惠措施，降低微型车厂商的成本压力和市场风险。