How does the competitive white car PND drive the market?

Mobile phone navigation is slowly gaining popularity in China, squeezing portable GPS-based GPS survival space In 2010, the Chinese GPS market developed rapidly. Regardless of whether it is a vehicle-mounted product or a portable product, sales volume has increased compared to 2009, but the growth rate has slowed down significantly. According to CCID's statistics on China's terminal retail market, in 2009 China's PND market sales reached 2.164 million units, a decrease from the previous year.

Currently, the major brands are still evenly matched, and the big share of hardware brands such as I Tour, New Section, and Newman has little difference, and the price war continues to increase. According to related surveys, GPS product prices have dropped significantly in 2010, and many well-known brands have also increased End market attention. Competition between major manufacturers tends to be hot. In the battlefield where the smoke is filled, how can a portable car navigation system break through in the face of the challenges of copycat flying, mobile navigation, and preloaded navigation to capture the market?

For domestic navigation users, car navigation users are not the only subject, and the navigation products that users can choose are also quite extensive. Car navigation, vehicle front loading and other car navigation users also have a certain proportion, and this proportion is increasing year by year. , is slowly eroding itself is very limited car GPS users.

Mobile navigation and front loading navigation squeezed car PND living space First look at the mobile phone navigation, with the gradual popularity of smart phones in the country, with the hardware GPS positioning module is not a small number of smart phone products, but also with 3G With the development, more and more smart phone users are more interested in mobile navigation. Through the Internet, they can obtain free maps and do not need to purchase third-party navigation carriers. From a practical point of view, many users prefer this optional car navigation method.

Secondly, with the continuous upgrading of automotive electronic equipment, vehicle-mounted front navigation products are not exclusive to luxury cars. Many families of about 10 million yuan have been installed as standard before the car, even if it is a general-purpose rear loading product sold with the product. With the decline in price, the pressure on car GPS is increasing. Therefore, for portable car GPS products, the continuous loss of user groups has become an indisputable fact.

Diversification of channels presents a breakthrough in consumer brands At present, the overall trend of PND sales channels is diversified. As a functional digital product that fuses fashion and entertainment, GPS has always been branded with “IT” in the hearts of consumers. Therefore, most first-tier hardware brands still use IT stores as the main battlefield. At the same time, some special sales channels use cost advantages to seize opportunities and grow rapidly. For online shopping platforms such as JD.com and Excel, Acorn International, Shanghai Seven Stars and other TV shopping platforms have all experienced significant growth. At the same time, some manufacturers have sought to further extend their IT shops and penetrated the scope of IT channels from provincial capital cities. At present, some manufacturers have achieved good sales in cities of grades 2 and 3.

From the second half of 2008, manufacturers such as GARMIN and MIO will focus on 3C stores. The data shows that current consumers are increasingly interested in GPS products sold in 3C chain stores, department stores, and supermarkets. According to the monitoring of CCID, Shangchao, 3C stores, automotive supplies and 4S stores are also becoming channels for portable navigation devices.

Although diversified channels have accelerated the speed of product circulation, at the same time, manufacturers have experienced various efforts and discovered that they still cannot fully control the marketing initiative. I feel that spending a lot of energy to establish channels, it is better to strengthen and consolidate the brand image of products in the minds of consumers, build a strong consumer brand, and form a sustained competitiveness. An effective survey result shows that when purchasing a GPS, the GPS brand, navigation map, after-sales service, and price factor are used to rank the first four GPS purchase considerations. Brands have become the preferred element for consumers to choose to purchase products.

In this market trend where product sales continue to decline, more GPS manufacturers are aware of the importance of brand input and product differentiation. If Onda once invited Jay Chou as its endorser, Yao Ming spoke on behalf of me as the tour brand, and He Hao as an endorsement of the E-Road brand, using these consumers' familiar entertainment image to penetrate the hearts of people.

Focusing on satisfying consumer needs and shaping a strong consumer brand will be an inevitable choice for portable navigation vendors to achieve breakthrough marketing. At present, there are already certain well-known brands in the channel. How to build a brand among consumers and build a “difficult” consumer brand impression in their hearts will be the key to the company’s next step in creating a competitive advantage.

summary:

In 2010, 1080P has successfully settled in GPS, 3D navigation has become the mainstream of domestic navigation, voice instruction has become a reality, TMC is also trying on a number of brand manufacturers, but for the domestic portable car navigation market in 2011, this road is still A long way to go...