The effect of car's beneficiary policy reduces the counterattack of mid-to-high grade car


The Chinese auto market in which the high-level car dealers have won the world's famous autographs for the first half of this year does not seem to be efficacious.

Affected by the policy, the 1.6L displacement car has successfully played the vanguard role in driving the strong automobile market in the first half of this year, while the mid-to-high-end car's contribution to pulling the market has declined.

While all parties concerned expressed concern about the mid-to-high-end auto market that did not improve, the micro-vehicle driving force brought by the national policy to the auto market is undergoing subtle changes. Under the pressure of the market, mid-to-high-end auto makers are waiting in the wings and start to move forward. Falling market share has launched a counterattack.

Micro car blowout

"Sell out of stock frequently." Talking about sales from the store in February this year, Xiao Li, a salesman from a Changan mini vehicle sales company in the outskirts of Beijing, sputtered out. The sales staff of a Changan Ford 4S store in Beijing’s North Fifth Ring also told reporters that the 1.6L displacement is basically zero inventory.

Spurred by the double benefits of purchase tax and car subsidies, small-displacement vehicles such as micro-passengers have seen explosive growth that has not been seen for many years. According to the data provided by the manufacturers, SAIC-GM-Wuling and Changan Microelectronics both increased by more than 50% year-on-year in the first half of the year. More market participants expect that the number of micro-customers in the country will increase by about 50% year-on-year in 2009, the highest growth rate in the past five years.

The national policy of stimulating domestic demand is immediate. According to statistics from the China Association of Automobile Manufacturers, the sales growth of small-displacement vehicles has significantly increased since the first quarter of this year. The sales of 1.6L and below passenger cars with 1.6L and below have reached 1,141,400, a year-on-year increase of 21.93. %, higher than the average growth rate of the passenger vehicle industry by 14 percentage points, the market share reached 70.72%, 8.19% higher than the same period of last year. This inertia continues until May. Among the top ten car brands sold in May, there were 8 brand models with a displacement of 1.6L and below.

The situation of strong sales stimulated the pace of expansion of car companies. SAIC-GM-Wuling plans to further increase 50,000 vehicles to 700,000 units on the basis of 650,000 vehicles last year. Chang'an Motors increased its annual target of 500,000 vehicles to 600,000 vehicles, an increase of over 70% compared with 350,000 vehicles last year.

In order to quickly seize the market, micro car companies began a new round of concentrated investment. Changan Automobile plans to start construction of the 600,000-engine capacity Chongqing Jiangbei Fishpond Base in June and the expansion of the 500,000-capacity Chang'an Hebei Base in July, and the construction of the Nanjing Base Expansion Project in August. SAIC-GM-Wuling also started the construction of Qingdao base and Liuzhou base in March and late last year.

May is the month with the highest growth rate of small cars with displacement of 1.6L or below, reaching 67.6%, which is higher than the overall passenger car growth rate by nearly 20%. The mid- to high-class car market that has maintained a growth rate of more than 20% in previous years is facing unprecedented pressure. . According to statistics from the China Association of Automobile Manufacturers, last year, sales of medium-to-high-end vehicles reached about 1.04 million vehicles, which accounted for about 17% of total passenger vehicle sales, but the year-on-year growth rate dropped from more than 32% in 2007 to about 3%. Entering this year, this downward trend is accelerating.

Recently, the industry even announced rumors to stimulate auto consumption upgrade, purchase tax relief benefit will continue to expand to 1.8L ~ 2.0L displacement models, followed by the national authorities specifically denied this statement, but this is enough to prove that the industry has The growth of China's auto market policy structure shows some degree of concern.

Large displacement warmer

Although in the first five months of this year, the mid-to-high-end car market fell 9.8% year-on-year, becoming a disappointment in the growth of the auto market this year. However, starting in June, the persistently sluggish mid-to-high-end car market regained its upward track as the auto market gradually became stronger and the economic situation improved.

The crisis-stricken middle- and high-end car manufacturers have successively introduced more targeted marketing methods. The 1.8L and 2.0L displacement models have successively launched dealers to present “vehicle purchase tax” promotion methods, and the brands involved are getting wider and wider.

It is also the top priority of the mid-to-high-end car companies to increase the promotion of new vehicles. Shanghai Volkswagen has devoted most of its energy to the new Passat gurus, while Dongfeng Nissan has pushed for a new 2.5L commemorative version of the new Tianmao (Photo Price Forum). FAW Toyota has given up Corolla, whose sales are declining, and has vigorously promoted new market launches. RAV4.

With the weakening of policy effects, mid- to high-class cars began to exert force. From June onwards, new changes have taken place in the auto market. According to data from the China Association of Automobile Manufacturers, the growth rate of the 1.6L~3.0L displacement range model is better than that of the 1.6L and lower models from the growth of all displacements of cars. Compared with the same period of last year, the large displacement The models have seen rapid growth, with 1.6L~2.0L cars with a relatively large market share. The sales of cars in June were 14.57 million (compared with the picture quotation forum), an increase of 19.29% over May and an increase of 17.23 over the same period of the previous year. %.

“The growth of mid- and high-displacement sedan also appeared in April. Actually, this part of the model has not received the policy of halving the purchase tax. We analyze the reason for its good growth mainly because of the overall economic recovery of the country and the gradual warming of the stock market. The impact of the 1.6L and below models' hot selling is also related to the business strategies of various companies.” Zhu Yiping, Assistant Secretary General of the China Association of Automobile Manufacturers, analyzed this in an interview with a CBN reporter last week.

According to the latest wholesale data provided by the manufacturers, the top three sales models in the first six months were still Accord, Camry and Lingyu, which reached nearly 80,000, 71,000, and 51,000 vehicles respectively.

All indications are that the policy factors that drive the auto market upturn are gradually weakening. For mid- to high-end auto markets that determine the key to the success or failure of car companies, the manufacturers are afraid to take it lightly, and the recovery of the mid-to-high-end auto market will immediately drive the economy of the auto industry. The recovery of efficiency. According to statistics from the China Association of Automobile Manufacturers, from January to May, 19 key enterprise groups realized operating revenue of 0.51 trillion yuan, a year-on-year decrease of 2.29%, a decrease of 8.45% from January to April. "From the current performance point of view, the decline in the vast majority of indicators of industrial economic benefits has narrowed, and the economic efficiency of the industry has further improved." Zhu Yiping said.

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