更年轻、更多元，2025成都车展成车市 “显微镜”

Core Insights - The 28th Chengdu International Auto Show opened on August 29, attracting around 120 automotive brands and covering a total area of 220,000 square meters, with over 1,600 models on display and expected visitor numbers exceeding 800,000 [1] Industry Trends - The auto show reflects the complexity and diversification of the Chinese automotive market, with over 20 brands absent while leading companies showcased their strength through "pavilion" formats [3][4] - The absence of several ultra-luxury brands, including Porsche, Bentley, and Lamborghini, indicates a significant shift in the luxury segment, as these brands were replaced by companies like Xiaomi and NIO [4][5] Sales Performance - The import volume of ultra-luxury vehicles in China has been declining since 2023, with Porsche's deliveries dropping by 28% year-on-year in the first half of the year, marking four consecutive years of decline [5] - Some joint venture brands, such as Dongfeng Honda and Kia, also did not participate, with Dongfeng Honda's sales falling by 37% year-on-year in the first half of the year, significantly exceeding the industry average decline [7] Brand Strategies - Leading domestic brands are making a strong presence at the auto show, with BYD occupying an entire pavilion and showcasing its technological advancements [11][13] - Chery, as the largest exporter of passenger cars in China, utilized the show for a significant display ahead of its planned IPO [13] - Other major brands like SAIC, Geely, and Great Wall also participated with multiple brands and models, indicating a broad market coverage [14] Market Dynamics - The cost of participating in regional auto shows is approximately 5 million to 8 million yuan, but the conversion rate of orders from such events has decreased from 15% to below 10%, prompting companies to reassess their participation [18] - The focus on younger and female consumers is evident, with brands like Great Wall and XPeng targeting these demographics with tailored marketing strategies [20][23] Cultural Engagement - The timing of the auto show coincided with the traditional Qixi Festival, enhancing its appeal to younger audiences, particularly women, through various marketing strategies [21][26] - Celebrity appearances and popular IP collaborations have been leveraged to attract attention and resonate with the target audience [26] Conclusion - The Chengdu Auto Show serves as a microcosm of the current automotive market, reflecting significant structural changes and the evolving strategies of companies in response to market dynamics [28]