Explosive shutdown, supply chain shortage, chip crisis, and soaring battery cost ... make the automobile industry experience one pain after another. Even in the peak season at the end of the year, the whole automobile industry has become chilly.
In Guangzhou, which took the lead in restoring life order, some salespeople from the front line told us some reality and truth.
Visiting 4S stores on the spot: BYD is also under great pressure.
According to the data of the Federation, the retail sales of passenger cars in June this year165438+10.49 million vehicles 10.5%, down 9.2% year-on-year and10.5% quarter-on-quarter. This is the first time since 2008 that "Golden September, Silver, Ten Bronzes and Eleven" has experienced a month-on-month decline.
In 65438+February, the auto market is still not optimistic.
Mr. A, the after-sales director of a BYD 4S store in Guangzhou, admitted frankly that although BYD is now the eye-catching sales champion in the auto market, the pressure on him and his employees is no less than that of friends.
The biggest source of stress is high inventory. Taking heat sealing as an example, the backlog of many shops is about 10. On the one hand, the passenger flow affected by the epidemic is unstable, on the other hand, the manufacturers have not made obvious moderate adjustments to the sales targets of dealers.
In the humble corner of the store, an employee attendance sheet of 1 1 is like the tip of the iceberg. According to the time sheet, within 1 1 month, six or seven employees in the 4S store left their jobs. We can't know the real reason why every employee leaves, but at least it can show that BYD's sales are actually not good.
However, relying on the general trend of new energy, BYD's prospects are quite clear, online discussion and car market are high, which has established a brand effect, and naturally it is not too worried about sales. On the other hand, the vitality of some joint venture brands continues to decline.
The author visited a Buick 4S shop in Baiyun District, Guangzhou, and found that promotional materials can be seen everywhere. Among them, the discount rate of its hot-selling SUV Angkewei PLUS reached 45,000 yuan, and there are cars to mention. But there are too many doors in the store, and it seems that it will take some time to restore popularity.
A similar situation also appeared in the SAIC Volkswagen 4S shop next door. The sales brother who came to the reception said that the whole store was almost closed in 165438+ 10, and the sales volume was greatly affected.
It was not until the beginning of 65438+February that shops showed signs of recovery, and merchants took the opportunity to launch various promotional activities. For example, the discount range of hot-selling models such as Tiguan L and LaVida reached1-20,000 yuan, and 4S stores also introduced a cash subsidy of 9,000 yuan for Guangdong medical staff.
Buick and SAIC Volkswagen are the epitome of the bleak situation of most joint venture brands including Dongfeng Nissan, FAW Toyota and FAW Volkswagen. They collectively stalled at 5438+0 1 in June, and their sales dropped sharply.
Economic downturn, insufficient consumption power, overstock of inventory and shortage of capital chain are forming a vicious circle, which oppresses the living space of joint ventures and 4S stores. The data shows that the inventory early warning index of joint venture brands reaches 72.9%, which is much higher than that of independent brands (6 1.8%) and luxury brands (67.2%).
For the next step, the sales brother of SAIC Volkswagen gave a wry smile: "Now it seems that it can only be slowly smashed."
Of course, not all joint venture brands are depressed. In a Guangzhou Automobile Toyota 4S shop in Tianhe District, Guangzhou, the author saw the long-lost excitement. Almost all sales are for customers, and the passenger flow is even higher than the BYD 4S store mentioned above.
Specifically reflected in the data level, GAC Toyota is the only Japanese joint venture car company that entered the top three in the monthly sales list of 1 10, with a year-on-year increase of 3.4% and sales volume reaching 78,392 vehicles.
Part of the reason for the contrarian growth is a strong profit policy. Camry, Willanda, Lei Ling and other models cut prices by about 20,000-30,000 yuan, further stimulating sales;
At the same time, a series of rejuvenation plans of GAC Toyota in recent years have also given consumers a broader choice. Seine, Willanda and Franda have found their own positions in their respective market segments. In addition, Camry and other star-rated models continue to be strong, ensuring an unshakable position.
From BYD and GAC Toyota, we can find a kind of * * *: the strong must be good at arranging troops in major market segments and show their magical powers. Even under the attack of external environmental factors, their resistance is often the strongest.
As far as the automobile market as a whole is concerned, the Matthew effect is rapidly increasing. In just one year, brands such as Baowo, Youjia and Guanzhi went bankrupt one after another, Da Yue Kia was insolvent, and Skoda was also sent out of China. ...
I don't know which other car companies and dealers have collapsed in this long winter.
Will next year be better?
"Now the domestic environment tends to be stable, and everyone's life is expected to return to normal soon. I hope the auto market will get better next year, "said Mr. A, the after-sales director of BYD 4S store.
Although facing the risk of loss at present, his group has resolutely chosen to continue to expand its outlets and is building a brand-new sales outlet in Huangpu District. Without him, seeing the trend of new energy and the rise of BYD, everyone wants to grab this fat meat.
Coincidentally, the Central Economic Work Conference held a few days ago once again gave priority to new energy vehicles: increasing the income of urban and rural residents through multiple channels, and supporting consumption such as housing improvement, new energy vehicles, and old-age services. ...
If asked, will the auto market be good next year? That must be to look at new energy vehicles first. It is not excluded that local governments will introduce some policies to promote consumption, such as cash subsidies for new energy vehicles, issuing car purchase vouchers, and exempting parking fees.
Although the traditional fuel vehicle has become a thing of the past, it is still the main force in the whole automobile market. Therefore, Cui Dongshu, Secretary General of Cycling Club, recently proposed to extend the purchase tax relief policy for another two years.
Reviewing the two reduction and exemption policies of vehicle purchase tax in China's history: the first reduction and exemption of 5% in 2009 and 2.5% in 20 10, which greatly promoted China to surpass the United States and become the largest automobile market in the world; For the second time, from 20 16 10 to 65438 10 1 decreased by 5%, and decreased by 2.5% in 20 17.
These two purchase tax reduction and exemption policies have been implemented for more than two years and gradually decreased, which has played a great role in promoting the automobile market.
Let's take a look at the policy of halving the purchase tax this year. According to the plan, from May 3/KLOC-0 to the end of this year, the state has prepared a tax reduction package of 60 billion yuan, benefiting more than 8.7 million fuel passenger cars, but up to now (June1-June 165438+ 10/0).
Are China people really not interested in traditional fuel vehicles? I'm afraid not. The main reason is that the epidemic has led to the decline of operational income residents, and the consumption expenditure has become more cautious and conservative, with automobiles bearing the brunt.
There is no winter that can't pass, and there is no spring that can't come. Although this sentence shows that it is lonely in the world, it has the function of chicken soup diet therapy.
As the world's largest automobile consumption country, with the recovery of living order, economic recovery, the increase of residents' income and the introduction of a series of foreseeable promotion policies, China's automobile consumption is believed to return to the right track and usher in spring.