During the first round of car purchases during the year, will the price of cars come to the bottom?

The current Chinese auto market price index has been lower than in 2008, and whether the market bottleneck can be opened in the fourth quarter? This proposition is still in fierce confrontation. During the first round of car purchases during the year, will the price of cars come to the bottom? "The shot was made when you took it, and you're welcome. Now you can buy the G-PS and the integrated audio and video entertainment system. Let the price battle come even harder! Welcome other brands to participate in the war!" This is the deputy general manager of FAW Mazda Automobile Sales Co., Ltd. A microblogging blog issued by Hong Jiang in recent days has clearly expressed its countermeasures in the current market.

Southern Reporter visited the market and found that the prices of most car brands had a noticeable drop from the first half of the year. The current price war can be described by using a bayonet. The mainstream view is that this is the first time for the best car purchase this year. . Looking to the future, whether there is a large-scale non-inflatable behavior at the end of this year depends on whether the market can continue to move after the National Day Golden Week. If the market is not going well at the end of the year, price cuts will surely become the mainstream promotion.

The stock was flooded with Jinshan and the price war was fiercely carried out

"From now to September this year, it is the best season for car purchases." Li Zhenda, sales manager of Changan Ford Motor Co., Ltd., told Nandu that the price of some models on the market is even lower than at the end of 2008. This is impossible. Keep going. In the interview, a number of car dealers believe that it is currently the best season for car purchases, and the situation learned by Southern Reporters also confirms that current mid-range cars such as Sylphy, Corolla, and Civic are all earning more than 10,000 yuan. The competition in the high-end car market can be described with a bayonet. This kind of price war is mainly carried out between Camry, Teana, Accord and other vehicles. Last month, the profit margin of Camry and Tianzhu was all around 3 million yuan. At present, the maximum discount for these models has reached 35,000 yuan. The most profitable car in the class is in the area. In some areas of Guangdong, Phaeton’s offer has exceeded RMB 160,000.

“The reason why the dealers opened the gates to release the price is because the pressure on the inventory is too high.” The 4S shop sales manager of an Ashkenazi brand told the Nandu reporter that in June of this year, the manufacturers increased the sales data for the first half of the year. The number of departures, but the market is sluggish, so the inventory pressure of many brands of car dealers significantly increased. At present, the inventory and sales ratio of a number of independent brands of car dealers actually reached 3:1, many joint venture brand inventory also exceeds the sales volume of 2 times, even the best-selling brand also feel inventory itch, Dongfeng Nissan car dealers told Nandu reporters, The current inventory and sales ratio exceeds 1.5:1.

Although sales terminal inventory is subject to high sales pressure, car dealers who participated in the manufacturer's dealers' mid-year conference in early July were disappointed to find that all brand CEOs not only gave everyone encouragement but also expressed increased support for promotional expenses. No mention was made of reducing sales tasks in the second half of the year. This increased the sense of unease among dealers.

Although as a quality customer valued by the bank, dealers do not have much trouble in financing. However, according to the regulations of financial institutions such as CITIC Bank, once the inventory of car dealers exceeds twice the average sales volume in the past three months, banks will stop lending. "If the manufacturers do not reduce the annual sales target, then the current inventory how to digest? We certainly have to think of a way to impulse." There are Japanese mainstream car dealers said that although manufacturers prohibit cross-regional sales of car dealers, but in order to reduce inventory pressure, the brand In June, nearly half of the cars were sold in the field.

The lower the price, the more "sold up" the consumer

At present, this kind of drastic profit on the market has had a significant impact on the operation of dealers. In Guangzhou, a car dealer who runs a self-owned brand in Haizhu District told Nandu Reporter that his operating loss from January to May was 600,000 yuan. A Japanese brand car dealer told Nandu that the dealership had sold more than 100 vehicles in June and had a surplus of 10,000 yuan. Japanese car dealers with sales of 150 cars in another month said that the store’s sales in June had a loss of more than 100,000 yuan, and it is currently relying on after-sales sales.

Although the dealers are complaining, but consumers do not buy it.

On July 13, the monitoring results of the National Development and Reform Commission Price Monitoring Center for 36 large and medium-sized cities across the country showed that domestic automobile prices in June were unchanged from the previous month, a decrease of 1.18% over the same period of last year. At the end of June, a survey titled "Is the car in the off-season and the plan is on schedule?" was held in hopes of understanding the various considerations that customers would like to purchase. 78.79% of the 6740 netizens surveyed indicated that they plan to purchase vehicles under 150,000 yuan. According to the survey data, 61.21% of customers said that they would only purchase cars when the target model's decline reached psychological expectations; and when it came to the best time for buying cars this year, 23.95% of customers chose the end of the year, ranking second best car buyers. The timing is August. In an actual interview, Sun Lei, an intentional customer who recently visited the exhibition hall to understand the market of Tiida and Vios, told Nandu reporters that he believes that the price of the car may still fall, so he would wait until October to buy a car again.

In response, a number of interviewed car dealers said that this is a "catch-up and sell-off" mentality. In June and July, the drop in the number of high-end and mid-range cars increased by 1/3, but this kind of price reduction is not very attractive to consumers. This month's sales have not been significantly improved.

“Car prices cannot fall any further.” Car dealers including Chevron South China Manager Chen Wenjin and General Motors Yuanfeng Phoenix General Manager Lin Jian said that “the current price has reached the bottom line that dealers and manufacturers can afford”.

Confrontation

In the second half of the year, the price trend is higher, lower, or is it high or low?

Go up

Consumers are willing to pay for a “preservation period”, and the auto market after the National Day “even if there is no national policy support, the auto market will start in September and October this year.” As early as May market sentiment declined, Great Wall Motor Co., Ltd. shares Wang Fengying, president of the company, made this judgment when interviewed by reporters from Southern Metropolis. Recently, reporters from the Southern Capital visited the market, and several mainstream car dealers also stated that due to the weak market in May, June and July, some consumers who buy coins will pay for the car after September and October. Basically has become a consensus.

A number of car dealers interviewed said that it is unlikely that the present rate of return will be reproduced in September and October of this year. Lin Jian, general manager of Guangfeng Yuanfeng Phoenix Store, said that current dealers with large profit margins are basically “tearing sales”, and once the inventory is lowered, the price will naturally be adjusted back. In addition, according to the practice in previous years, the sales situation in the second half of the year It will be better than the first half of the year. After the sales volume goes up, it is impossible for the car dealers to continue operating at a loss.

An analyst from Li Xing Securities believes that during the National Day, there will be no clear price drop. According to the analysis of the current sales and price situation, it is impossible to increase the profit of Japanese cars, but there will be room for profit in the medium and high-level SU V market. In addition, German brands did not make major moves in this round of price cuts. This market segment's manufacturers will adjust prices according to market conditions.

Lower school

The “task” headed with a knife, and the impulse at the end of the year is to claim that the price of the car continues to decline, those who believe that, from the current situation, the country will no longer introduce policies to stimulate consumption, so the price cuts continue to be a great weapon for impulse. Cheng Xiaodong, chief analyst of the Price Analysis Division of the National Development and Reform Commission, predicts that car sales will not increase much in the third quarter of this year. In order to complete sales targets, manufacturers will see a sharper price cut in the fourth quarter.

According to the practice of previous years, starting in November each year, many car dealers will resort to the largest discount rate for the entire year in order to sell more cars. In November and December of this year, will the wave of promotions come on schedule? The degree of completion of sales tasks is the main factor determining whether there is a price war at the end of the year.

According to the Gasgoo.com survey, in the first half of this year, the sales target of the 26 passenger vehicle manufacturers was lower than 50%, and the lowest was even 30%. Overall. For the whole year of this year's market, the China Passenger Car Association believes there are many negative factors in the second half of the year. "This year, the overall auto market will be negative growth." Among them, two major negative factors have a significant impact: First, the expectations of inflation have caused consumers to be cautious. Second, the increase in the cost of raising fuel, such as fuel costs and parking fees, has caused buyers to feel that “Yaoli is big.” Some customers therefore abandon their purchase plans.

Vendor attitude

● Great Wall Motor Co., Ltd. Dong Ming’s auto market growth in the first half of this year was too small. Judging from the current situation, there are no obvious negative and favorable factors in the second half of the year, so sales will certainly be better than in the first half of the year. In addition, this year's market conditions are not as good. It is expected that the operating costs of car dealers will increase significantly. Therefore, manufacturers will also adjust their production and sales targets for the decompression of car dealers according to the actual situation. Therefore, the car prices will not drop drastically. Relatively speaking, the new cars listed within three years of the listing, their brand effect is not strong enough, the rate of profit may also be greater. But also depends on the manufacturer's strategy, some manufacturers may take the practice of reducing sales to maintain profits.

● Chevrolet Regional Manager Chen Wenjin currently has ample supply of most brands in the market, and offers very large car prices. The price of many models has reached the bottom line. After September, the market should be active again, and it is impossible for the car prices to continue to decrease. As far as the Chevrolet brand is concerned, we have increased by more than 40% every month in South China except for February this year. It is not that difficult to complete the annual tasks. In the second half of the year, our overall market price will remain stable.

● Imported Volkswagen car dealer Feng Weibin saw an uptrend in imported car sales in the first and second quarter of this year, but it also encountered a development bottleneck in the third quarter. As banks frequently tightened their monetary ties, many SMEs could not maintain their loans. These small and medium-sized enterprises are the main consumers of imported cars, and their operating conditions have also clearly affected sales in this market segment. Therefore, in the third quarter, many imported cars have increased their inventories. Everyone is trying to clear the inventory, so the profit margin is very large, but the object will be reversed. When the loss reaches a certain level, the dealers will certainly take measures to reduce the purchase volume. The car price in the fourth quarter will be reversed instead.