September sales: seat rearrangement of passenger car market

The overall downturn in the auto market, political factors even worse for the Japanese car. The sales data of the auto market in September showed that the sluggish Japanese car sales led to the rearrangement of the status of the major brands. Among them, independent brands have gained a certain degree of improvement in this market position rearrangement.

German cars have little benefit from them <br> <br> Japanese car sales slump does not seem to bring good German cars. During the interview, the reporter learned that although the market share of Japanese cars has declined, the sales of FAW-Volkswagen and Shanghai Volkswagen 4S stores in Beijing have not ushered in a substantial increase since September, and some 4S stores have experienced a decline in sales. .

“Our stores sold more than 900 vehicles in August, but sales in September just reached 900.” In the interview, a person in charge of the FAW-Volkswagen 4S store told reporters that although Japanese owners had to make replacements at 4S stores, they gave up. There are not many consumers who buy Japanese cars instead of German cars.

According to the latest data released by the China Association of Automobile Manufacturers, in September, Japanese cars became the only Chinese automobile market fall victim. Compared with the same period of last year, the Japanese car market share dropped by 40.8%, while the German car increased by 13.8%. However, according to experts, the increase in the German car market share is within the normal range, and there has been no decline in the sales of Japanese cars.

A person in charge of a Shanghai Volkswagen 4S store analyzed that consumers who choose German cars may choose more American and Korean models. “Our store sales in September were basically the same as in August and there was no significant increase,” said the person in charge.

The heads of many FAW-Volkswagen 4S stores also expressed the same view. They believe that because Japanese cars usually have a larger discount rate and are a relatively cost-effective model, consumers who originally bought Japanese cars will turn to the same target. The preferential rates for Korean cars and French cars with larger discounts are smaller, while the discount rates for German cars are usually relatively small. Only a small proportion of consumers who plan to purchase Japanese cars will instead purchase German cars.

During the interview, the reporter learned that because the German car is usually tight, the Japanese car share declined, but FAW-Volkswagen and Shanghai Volkswagen 4S did not take the opportunity to increase the margin of preference to attract consumers.

In a number of FAW-Volkswagen and Shanghai Volkswagen 4S stores, when talking about price promotions to grab customers, most of the staff performance was flat. “The source of the car is very tight, so we do not need to increase the margin of preference.” The heads of many FAW-Volkswagen and Shanghai Volkswagen 4S stores told reporters.

Korea-US law took the opportunity to grab a share of the German car <br> <br> although not account for Japanese car market suffered a "Waterloo" cheap, but it brought a great deal of good to the Other competitors. According to the data from the China Association of Automobile Manufacturers, in addition to the decline in the market share of Japanese cars in September, the US, South Korea, and the French legal autos increased by 10.4%, 11%, and 32% respectively. In September, among the top ten passenger car sales companies, there were 4 independent brand car companies, and none of the Japanese brand joint ventures were short-listed. Among them, Dongfeng Nissan and FAW Toyota, which performed better in August, were also squeezed out of the top ten.

A survey by the reporter found that in order to expand market share, 4S stores in the U.S. Department of Commerce and other French brands have recently increased the discount rate of models to attract more consumers to buy cars.

A Shanghai GM Chevrolet 4S shop reporter in Shijingshan district in Beijing saw that, although it was not a weekend, there were still many consumers choosing cars. The store sales staff told reporters that there are currently many models have discounts, for example, the most concerned about the Cruze, the Department of the Department of preferential 1 million, and there are more adequate vehicles. A person in charge of the store also said that in the past month, the number of consumers entering the store has increased significantly, and orders have also increased rapidly.

A Shanghai GM Buick 4S store in the northern part of the capital is also extremely popular. “Our store sales in September rose by 30% from August.” It is understood that the current Yinglang series of models have cash concessions, the maximum range of more than 10,000 yuan. The person in charge of the store analyzed that consumers’ giving up buying Japanese cars was the biggest reason for the sharp increase in sales at the store.

In the Chang'an Ford 4S shop of the North Fourth Ring Road, the reporter saw that the discount for New Fox has exceeded 10,000 yuan, and Mondeo-Zhisheng’s discount rate is also close to 20,000 yuan. A person in charge of the store told the reporter that sales of New Focus have been satisfactory since September. Although there are also businessmen who say that Ford’s opponents are not only Japanese cars, most dealers believe that the promotion actions taken in response to changes in the actual market conditions cannot be relaxed. "Under this effect, this year's sales will definitely improve." The above-mentioned person in charge predicts.

Similar to Shanghai GM and Changan Ford 4S stores, Beijing Hyundai has also enjoyed a significant increase in sales due to Japanese car sales. Hao Wei, deputy general manager of Beijing Hsinfa 4S store, told reporters that sales in stores in September rose by 25% from August, and that there was a 50% increase in early October. "A lot of consumers are giving up on buying Japanese cars, and they come to shop to buy cars and buy cars." Hao Wei said.

It is worth noting that while the sales volume has increased, the preferential rate of some models of some brands has decreased. Reporters visited a number of brand dealers and found that many hot models have started to tighten their offers.

A reporter from a modern Beijing 4S shop saw that Longlive had no special offer. At the beginning of September, there were 4S stores that used Langfang to offer cash promotions of nearly 10,000 yuan. Analysts in the market have recently been concerned by the market to let Langdong’s concessions cancel.

<br> <br> own brand firmer trend, although not as a joint venture brand benefit much, but also independent brands share the same market position in this wave of rearrangement gained some improvement. Statistics from the China Association of Automobile Manufacturers show that in September the market share of self-owned brands increased from the previous 23.5% to 30.3%, an increase of 6.8 percentage points.

However, in the industry, it is generally believed that the trend of strong self-owned brands is not much related to the recent sluggish market performance of Japanese cars. Dong Yang analyzed that there was no evidence that those who abandoned the purchase of Japanese cars would instead purchase their own brand cars, and those who gave up Japanese cars would still choose brands with similar Japanese quality and prices.

Reporters also found during the visit, although many independent brand dealers had previously played a very attractive promotional card, but the effect is not obvious. A self-owned brand dealer admitted that although there were several promotional activities organized in early September, there were not many consumers that could be attracted to buy joint venture brands. The customers who actually dealt with the products were still old customers in the past.

In fact, the self-owned brand's market share in September increased, which is related to the announcement of the recent energy-saving subsidy model catalog, as well as the promotion of independent brand quality and price concessions. The sales statistics of the Beijing Asian Games Village automobile trading market during the Golden Week show that the market share of domestic cars with displacement of 1.6L and below has increased significantly by 8.4 percentage points from 29.6% in 2011 to 38%.

Yan Jinghui, deputy general manager of the Asian Games Village Automotive Trading Market, said that the two subsidy policies of the National IV vehicle model's energy-saving subsidies and the old car's elimination incentives have all entered the withdrawal countdown, prompting consumers to make timely changes to the State IV vehicles, and 1.6L and below. The model has a larger share of self-owned brands, which also benefits independent brands.

The reporter saw at a Brilliance 4S shop that orders for newly listed Chinese H230 and H320 have continued. The store's sales manager believes that in addition to displacement and price factors, the Chinese H230 and H320 use BMW-based technology and suppliers, which is the biggest selling point for Chinese brand new cars.

In a Chery 4S shop reporter learned that the recent Ruiqi G3's comprehensive discount has reached 10,000 yuan, Wei Lin X5 discount is also close to 10,000 yuan, also presented 8 maintenance. The manager of the store’s marketing department stated that Chery’s recent activities are only “normal promotion” of “Jin 9 Silver 10” and not intended to grab market share of other brands.

Similarly, in a Geely 4S shop in Tongzhou, the recent comprehensive discount of the Imperial brand also reached 10,000 yuan. According to dealers, the offer is only a continuation of the holiday promotions, the future discount rate will be tightened.

The person in charge of a number of independent brand 4S stores believes that it is the practice of dealers to increase sales of “Jin 9 Silver 10”, and it is hard to say that the independent brands have seized the share of Japanese cars. "After all, other brands are also doing promotional activities. During this period, it is normal for consumers to buy a car. The sales increase is also expected." The official said.

The decline in sales of consumer confidence at a time when it is needed is not the most troublesome thing for Japanese auto companies. How to make consumers worry about buying Japanese cars is the most worrying thing. The reporter learned after visiting multiple brands of Japanese car 4S stores that after a period of time, consumers were seriously drained, and the vast majority of customers who placed orders were unsubscribed.

According to a recent survey, 87% of consumers who buy cars in the current environment are absolutely not buying Japanese cars, 7% are waiting to see and only 6% are selected. Will buy. Of the consumers surveyed, more than two-thirds said that they will not consider buying a Japanese car even if they do not consider the immediate environment.

According to another survey, more than 80% of the Japanese cars in the long-term situation in the Chinese market believe that they will be affected in the long-term, sales will decline year-on-year, and only less than 20% will be optimistic. They believe that after a period of tension, Japanese cars Still maintain good growth.

It can be seen that the consumer’s loss of confidence in Japanese cars is already quite serious and the prospects for reconstruction are unpredictable. Industry experts are generally not optimistic about the sales prospects of Japanese cars in China. "It is estimated that consumer confidence will be difficult to recover within a few years. I am afraid that Japanese cars will experience a long winter." A market source predicts that the sales of tandem cars will decline month by month in the coming months, after reaching a certain point, This downturn will continue in no time.

There are various indications on the market that the sales trend of Japanese cars is developing in the direction that experts predict. After investigating the reporter’s investigation, it was learned that the sales volume of brand dealers of major Japanese brands in the two weeks before October had a different degree of decline than that in September. "Not only are not many people buying cars, the traffic flow into the store is also obviously reduced." A sales manager of a Japanese brand 4S shop admits to reporters that the number of customers entering the store has fallen sharply in recent weeks, sometimes reaching 8 on weekends. Month working day level.

A survey by the reporter found that customers who gave up Japanese cars have switched to other brands, and many of them made it clear that they will no longer consider buying Japanese cars for a period of time. In a Japanese brand 4S shop, the reporter interviewed Miss Huang who was unsubscribed. Ms. Huang told reporters that she had decided to switch to buying a model of Shanghai Volkswagen, and may not consider Japanese brands in the future.

There are many consumers similar to Miss Huang. While sales of Japanese brand vehicles declined, the sales of other joint venture brand models also rose significantly. According to a number of non-Japanese joint-venture brand dealers, many of the customers who recently bought cars originally planned to purchase Japanese cars. "In the five cars I sold this week, two customers originally planned to buy a Japanese car. One of them even had an order and later retired." A sales person at a Beijing Hyundai 4S store told the reporter. The Japanese cars were cold, and they did make some "leakage". Dai Xiaojie / tab
Business Daily links Japanese brands relied on sales to cope with sales difficulties . The days of Japanese car dealers in September were not that good. Statistics show that Toyota, Nissan, Mazda, Mitsubishi, Suzuki, and Fuji Heavy Industries (Subaru) sales in China fell by 48.9%, 35.3%, 35%, 62.9%, 42.5%, and 64.5%, respectively.

The reporter interviewed a number of Japanese car dealers learned that in September the sales share of most 4S stores fell by nearly 50%. A Japanese brand dealer told reporters that the store’s monthly sales remained at around 200 units, but in September only less than 100 units were sold, and profits only depended on sales.

However, let dealers are pleased that the manufacturers' caring activities for their branded vehicles have recently begun. It is reported that before the National Day, FAW Toyota Motor Co., Ltd. established a “special customer care activity” for this branded vehicle, with the core content of “consumer zero burden”; GAC Toyota also launched a “customer care activity” with the principle of “customer”. Zero loss." According to the compensation scheme shown in the notification, the vehicle owner may choose to replace the vehicle with the “pre-damage up to 20,000 yuan/vehicle” compensation standard, or continue to use it after vehicle maintenance, while GAC Toyota undertakes repairs other than insurance. cost. In addition, the relevant owners can also enjoy caring services such as transportation subsidy of 250 yuan/day (up to a maximum of 7 days) and a gift of 500 yuan.

The reporter learned from the interview that the customer care activities launched by these manufacturers have been approved by some car owners. “At present, the sales volume of most dealers has begun to recover from the end of September, but the market outlook is still not clear. In the next two months, it is expected that it will be difficult to launch large-scale promotions. The majority of Japanese brands’ 4S stores will Focus on after-sales and maintenance to attract customers.” The head of a Guangqi Honda 4S shop told reporters.