Strategy adjustment lags dealers to respond passively in the fourth quarter

With the bleak macroeconomic environment and the restrictions imposed by the auto industry, the structural adjustment of the energy-saving subsidy policy is very bad for the self-owned brand car companies and some relatively weak joint venture brand manufacturers.

On the 22nd, the reporter walked into a self-owned brand dealership in Zhongchun Road, Minhang District. The inside of the exhibition hall was deserted. The sales consultants turned around in boredom, and the music inside the exhibition hall did not sound enthusiastic. “Because some of the original subsidy-subsidized models are not subsidized, the manufacturers have not yet adjusted their sales strategies in time, so the prices of some models are higher than in September, causing consumers to wait and see. We do not think that it is all about car prices, but consumers There is no confidence in consumption.” Zhang Guang (a pseudonym), a general manager of an independent brand dealer in Shanghai, told reporters.

The price of the car has risen quietly. Zhang Guang has been very depressed recently. Car sales have not been good in the first three quarters. In the fourth quarter, they introduced a policy of unfavorable sales of self-owned brand cars, causing some consumers who are sensitive to the price of self-owned brands to have no confidence in buying cars. .

Cui Dongshu, deputy secretary-general of the National Passenger Vehicles Association, said that from the point of view of the national competition for this model, the overall ratio is very good, but the structure is irrational. Judging from the total amount of approved products, the 45% share of the independent brands is a great advantage, but its composition is very unreasonable. The A00 and A0 levels of the main market are relatively low, while the A-level is relatively high. The US Department has absolutely dominated the A0 class car market. Its own brand is an absolute supporting role, and other car lines have not entered. This is absolutely inconsistent with market share. This shows that the crisis of independent brands has been severely expanded.

Nearly 90% of the original models that were able to enjoy energy-saving subsidies could not be short-listed. This 3,000-yuan spread is the biggest suspense, and many consumers who choose to wait and see will pin their hopes on auto manufacturers and distributors. However, judging from the current market performance, many manufacturers do not have relevant policies, and it is not realistic to expect dealers to actively subsidize 3,000 yuan. “Our car sales have never been profitable. The concession is already in the end and it is unlikely to subsidize consumers. Therefore, the car price in October is higher than in September.” Zhang Guang told reporters.

Although from the car price, compared with the previous price has not changed, but in fact the past 3,000 yuan plus subsidies, are deducted on the basis of the price. Therefore, under the circumstances that the distributor's concessions have not been increased, the subsidies have been cancelled, and consumers really need to spend more money to buy cars.

Chi Yifeng, general manager of the Beijing Asian Games Village Automotive Trading Market, told reporters that after the energy conservation subsidy policy was raised, it would be even worse for self-owned brand dealers in major cities where car purchases were limited. This policy is a test for automakers and distributors. The sales volume of small-displacement vehicles of 1.6L or below this year is very obvious compared with the same period of last year.

Willingness to Purchase Decreases Tang Youcheng, director of China's economic climate monitoring center at the National Bureau of Statistics, said that whether or not the auto industry is booming depends not only on the auto industry itself, but also on the residents' income and macroeconomic conditions.

“Now consumers do not have consumer confidence. It is not a question of raising prices or lowering prices. Instead, no one talks to you about prices. Even on weekends, there are few people in the exhibition hall. Advertising is not effective. Is it really right? Continue to run ads, more tangled.” Chang An Mazda general manager of a dealer told reporters. Changan Mazda currently has only one unsatisfactory Mazda 2 list of energy-saving subsidies, but Mazda 2 is not the main model of Changan Mazda.

Zhang Guang told reporters that the daily passenger traffic in their stores was reduced by half compared to September, and that customers had no intention of buying. In the past, they were able to attract customers through traditional auto shows. Now they haven't even had any effect in doing outreach. This is not the reason for the size of the promotion, because consumers do not have the money to buy a car.

Dealers are more tangled than the sales manager is the sales consultant, when the auto market is good, the average monthly income is about 6,000 yuan, but now only 3,000 yuan a month or so, and continue to do so, even livelihood will become a problem.

“The energy-saving subsidy policy will definitely have an impact on the auto market in the short term, but in the long run, measures to accelerate the adjustment of the auto market's consumption structure will be a wind vane, and it will promote independent brands and some joint ventures to speed up energy-saving and emission-reduction technologies.” Chi Yifeng told reporters .

Rao Da, Secretary General of the National Passenger Vehicles Association, said that in the fourth quarter of this year, the subsidy for energy-saving vehicles temporarily withdraw from the market, and the negative growth of the passenger car market in the fourth quarter is highly likely.