Although the national car sales data in the middle of the year is full, which coincides with the growth rate of 8%-10% predicted by the China Automobile Association at the beginning of the year, the Beijing auto market has reduced the sales volume and profits of dealers to a freezing point due to various negative factors. According to relevant surveys, at present, 20% of car dealers in Beijing have been operating at a loss. Copper Briquetting Press,Bronze Dust Briquetting Press Machine,Bronze Shavings Briquetting Machine,Copper Chips Briquetting Machine DILOYA GROUP CO.,LTD. , https://www.diloyarecycle.com
In the middle of the year, the Beijing Business Daily reporter recently visited the Beijing auto market and found that the prices of all types of models, including luxury brands, have bottomed out, setting a new low for the year. Yan Jinghui, deputy general manager of the Asian Games Village Auto Trading Market (hereinafter referred to as “Asian Cityâ€) believes that dealers in Beijing currently have insufficient confidence in market expectations. The sharp profit from the beginning of the year has allowed more than 20% of dealers to be on the verge of losing money. .
"Four Limits" Policy Pressures Appeared Although the mid-year impulse promotion made the Beijing dealers give up almost all of the bicycle sales profits, it still failed to stop the decline in sales. According to statistics from the China Automobile Association, China's auto sales in May increased by 8.5% year-on-year. Among them, the growth rate of passenger cars is still obvious, close to 14%. In May, Beijing traded only 42,100 new cars, down 8.68% year-on-year, lower than the national 17.18 percentage points; the chain was down 12.84%, lower than the national 17.48 percentage points.
The superposition of the “four limits†policy of “restricted purchases, limited purchases, restricted sales, and restricted movements†was affected by comprehensive factors. In May this year, the Beijing auto market presented two 'firsts'.†Yan Jinghui said that Beijing’s first transaction volume in May was lower than that in May. In March, except for the February holiday of the Spring Festival, there was a negative growth in the same period, and this sluggish market performance continues to this day.
"Intensified purchases and restrictions in the second year of this year have led to a growing lack of new and updated resources in the Beijing auto market." Yan Jinghui said in an interview with the Beijing Business Daily that the number of traditional gasoline vehicle allocation indicators in Beijing dropped 45.83% from last year. It has seriously affected the popularity of the automobile market. "With the release of consumers of the Yaohao indicator last year, the policy of restricting purchases and sales will fully affect the market passenger flow and driving consumption, and the market competition environment is increasingly severe."
After interviewing a number of 4S stores, Beijing Business Daily reporter found that dealer sales fell seriously and new car sales had no profit at all. “May sales fell 30% year-on-year, and after the promotion increased, there was a drop of nearly 20% in June,†said a salesperson of a German brand 4S store in Beijing.
The pressure on new car sales is far more than the reduction of the numbering indicator. As a replacement business in Beijing, the replacement business has also encountered an unprecedented impact. It is understood that in June, including Xinjiang Shihezi, Inner Mongolia and other remote areas have also begun to restrict the inflow of used cars in Beijing. The cities with restricted use of used cars in the country have accounted for 93% of the total national cities, of which only the emission standards of national IV and above are allowed. There are 250 cities in the city. "The national restrictions on old cars have directly affected the stock market resources of the Beijing auto market. The second-hand car migrating rate has hit a new low this year. The replacement sales of old-fashioned trades have naturally shrunk." Yan Jinghui predicts that with used cars The continuous removal of the rate of outbound, new car sales will be more and more seriously affected.
In addition to the decline in configuration indicators and the restrictions on the relocation of used cars, the speed of car network layout and channel sinking speed has also diverted some customers who entered Beijing. “In the case of Asian cities, most dealers are exporting, especially luxury cars. Customers are mostly outside consumers. Most brands are now accelerating channel construction. There are sales outlets in the second and third tier cities and even in the fourth-tier cities. The gap between the overseas product resources and sales prices and the Beijing auto market is shrinking, which has an impact on the overall sales volume of the Beijing auto market.†Yan Jinghui also pointed out that the regional sales restrictions of the manufacturers further raised the export threshold and reduced the sales volume of the Beijing dealers. The operating costs of the dealer.
New cars get together to stimulate stocks soaring Many factors are superimposed, and the sales pressure of Beijing car dealers has increased sharply this year. What makes dealers a headache is that while the volume of transactions in May and June is declining, they also face the pressure of manufacturers to harvest beautiful sales figures for the middle of the year. The Beijing Business Daily reporter visited and found that many independent brands and some Japanese brands have experienced rapid growth in inventory in the past two months, and even more, they have to rent parking lots to place inventory vehicles.
In fact, this year's inventory growth is not unrelated to the frequent listing of new cars by brand manufacturers. Based on the characteristics of consumers' love for new cars, major car companies have spared no effort to launch new cars. Not only have new models, new models developed specifically for China, but also existing models have been continuously redesigned, and new cars have driven sales. According to incomplete statistics, there are 187 new cars on the market in the first half of this year, and almost every day there will be a new car.
Faced with the new car offensive launched by automakers, although some orders were directly stimulated, the overall demand was not strong, the inventory pressure increased, the sales cycle was prolonged, labor and financial costs increased, and dealerships in the Beijing auto market became increasingly difficult.
The latest car purchase time survey by Asian consumers shows that less than 10% of the people plan to buy a car within 3 months, and 91% said they have no plans to buy a car or change a car in the short term. It is understood that most of the consumers who have purchased the car but do not consider the recent shots are waiting for the new car to be listed in the second half of the year, or waiting for the new model to appear soon, and the feedback from other customers. For example, FAW Toyota's 11th generation Corolla, Xinqijun, Dongfeng Peugeot 2008, Shanghai Volkswagen New POLO, Dongfeng Yueda Kia K3S, Chevrolet Chuangku, etc., are highly concerned, but due to the short time to market, there is basically no discount, and There is not much waiting time for booking a car, so there are not many consumers.
In addition, for consumers in first-tier cities such as Beijing, GAC Toyota Rayling, Beijing Hyundai ix25, FAW Mazda CX-7, Great Wall H8 and other new vehicles will be more attractive soon, and the phenomenon of holding money for purchase is also expected to intensify. . "Many consumers have heard that the X80's 1.8T model will go on sale in the second half of the year, directly saying that it will delay the purchase plan and wait for the new car to go on the market." A person in charge of the FAW Pentium 4S store said that Beijing consumers have always loved the new model. The degree is far beyond the outside world, so in the face of many new models that will be listed in the second half of the year, it is understandable that the current holdings of the currency are serious.
The effect of relics is very small. "The old models have been reduced a lot and they are not sold. The new models have not yet been made. The indicators given by the manufacturers are difficult to complete." The sales manager of a Japanese brand 4S store in the South Third Ring Road in Beijing bluntly said that even All the profits were given, but from the end of May, the customer-to-store volume was still sharply reduced. Moreover, according to the manager, the situation of other 4S stores in the brand in Beijing is similar. "When the regional meeting is held, the situation reflected by each family is similar, and they cannot sell the car."
According to the survey data of the Asian city, the discount range of luxury brand dealers in June has increased from 34.8% in May to 46.88% in June. Even the fastest growing SUV models have increased from 46.15% in May. By 53.85% in June, the decline in most models increased by 3,000-4,000 yuan in June.
“Now everyone is racking their brains to engage in activities to drive sales, but because of the limited strength of the single store, the effect is not obvious.†In the interview, many dealers said that they are now paying high attention to the exhibition that can promote sales. Looking for every opportunity to sell a car. “The manufacturers not only support regional exhibitions, but also give more incentives to consumers to promote sales.†A Beijing-based modern dealer told Beijing Business Daily that the factory organized the Beijing dealers several times this year. Promotional activities were directly subsidized to consumers, driving a lot of sales.
"Although the price of the car has dropped very low, but due to long-term price cuts, price promotions have already spurred fatigue, the Beijing auto market is in a new round of holding money." Yan Jinghui expects that in the last two months, the capital city of Beijing The negative factors are greater than good, and the car dealers do not have much novel marketing means. Therefore, although the price concessions of vehicles have expanded and increased, they have not produced a large incentive effect, and many consumers are waiting to wait.
"The possibility of further drop is not too big, the dealers have no room for concessions, only to see the manufacturers." Many dealers in the interview said that in general, the manufacturer's guide price is 8.5 fold for dealers. To lose money, but many models have fallen below this scale, so there is not much room for the price of cars in Beijing.
However, after entering July, regardless of the results, the mid-year assessment of the manufacturers has passed, so dealers began to consider the sales profits in the store. “Some dealers may gradually adjust the price of the car in the near future.†A person in charge of a self-owned brand 4S store said that now they are not able to bring in profits, they are considering to collect some discounts, and Beijing’s counterparts who have the same ideas as the store are not in the minority. .