In 2004, compared with 2004, when the voice of price cuts and manufacturers' production and sales targets were lowered repeatedly, the domestic automobile market in 2005 was arguably unpredictable. Neither staged a drama of “jumping sales†or the “last madness†at the end of the year. However, this kind of blandness is precisely the embodiment of the rationality of the market.
The annual expected goal will be achieved on schedule
As enterprises set a target for this year, they are rational, prudent, and honest. In the implementation process, they also insist on sales, production, and market orientation. From the current situation, it is no longer necessary to complete the annual production and sales forecast. Therefore, most companies will not press the library for the sake of numbers “looks good†for the first two months before the end of the year, and inventory will remain normal.
As far as the whole industry is concerned, from January to November 2005, the number of automobile production was 5,144,700, an increase of 10.24% over the same period of last year; sales were 5,157,600, an increase of 12.07%. Based on the average monthly sales of 467,000 vehicles, the annual sales of 5.6 million vehicles are highly valued. Among them, the sales of basic passenger cars (ie cars) was 2,564,400, an increase of 22.52%, and the annual sales volume was expected to be no less than 2.6 million.
From the micro level of the enterprise, referring to the expected 2005 sales targets set by various companies at the end of 2004, by the end of October, some of them have been completed two months ahead of schedule, such as FAW Xiali, Shenlong and Chery; some will also be realized in advance, such as Geely. , Beijing Hyundai, Dongfeng Nissan and FAW Toyota. In the middle of the year, seven companies, including FAW Xiali, also successively self-pressurized and raised their original target. There are still other companies that are stable and can not only achieve their expected goals on time, but also have double-digit growth, such as Guangzhou Honda and Shanghai GM.
Displacement Car Sales and Market Share
No "accidental" ups and downs of car prices
In 2004, the “reversal of changes†in the price of cars caused consumers to be at a loss, so they had to retaliate against manufacturers and merchants with a hold of money. In 2005, except for the Shanghai Volkswagen "Hurricane Action" and Chery's full price adjustments, the vast majority of companies did not take unexpected major price cuts.
Even so, the average bicycle price of passenger cars in 2005 still dropped by 17,000 yuan, from 146,300 yuan in 2004 to 1,229 yuan. The major car groups with a focus on cars are all losing profitability. Among them, FAW fell by 75.86%, Beiqi Jiang 66.31%, Changan 63.16%, SAIC 59.29%, Dongfeng by 21.23%, and Guangzhou Automobile by 16.57%.
Correspondingly, almost all companies invariably declare war on costs. Chang'an Motor has blew up the "cost storm"; FAW-Volkswagen has proposed "crazy localization"; Tianjin FAW Xiali implemented "110 Project" to benefit "1 second, 1 cent, and zero defects"; and Shenlong launched " "P2+2 Plan"; SAIC Motors took the opportunity of implementing the "Management Model of Managers", emphasizing the use of cost-cutting, cost-cutting and efficiency enhancements; Shanghai Volkswagen requires that passengers travel within a distance of 1,000 kilometers.
The car market is more
According to statistics, including the improved model, there were more than 80 new models on the domestic automobile market in 2005. On average, one new car was launched every four days, and one third of them were launched by Japanese and Korean manufacturers in joint ventures in China.
More and more models, sales are getting harder and harder, new car effects are getting smaller and smaller. As a result, further segmentation of the market has become a common choice for all companies.
All manufacturers push new models this year, and they all pay special attention to the grasp of gradient space. This is true regardless of the level of the models or the price level. FAW Toyota's Reiz is between the Corolla and Crown, but also between the Camry and Crown that will be produced next year; NF Yuxiang is Sonata's upgraded product, extending Beijing Modern's product line to the high end; Dongfeng Yueda Kia's Cerato It fills the gap between Maxima and Far Ship, making it a product gradient structure.
In addition, the Chery QQ version adopts the form of large enclosures, body color pastes, plus tails, and it has become masculine. Dongfeng Nissan has used hatchback vehicles to attract younger consumers, and the sedan is used to target the family car market. These are the performance of the company's further market segmentation.
Car import and export deficit becomes surplus
The data provided by the Ministry of Commerce shows that from January to October 2005, China's auto exports were 135,000 and imports were 128,000. The volume of auto exports exceeded the import volume for the first time.
According to the China Automobile Association’s statistics on import and export data provided by the customs in October, from January to October, the total import and export volume of automobiles in the country was US$ 28.346 billion, of which the total import value was US$ 12.082 billion, a year-on-year decrease of 5.52%; the total export value was US$ 16.264 billion. With a year-on-year increase of 55.67%, the auto import and export trade also turned from a deficit to a surplus.
More gratifying is that imported cars and domestic cars have formed a benign pattern of "complementary varieties and misplaced operations."
Automobile circulation is undergoing a smooth transition
In 2005, China’s auto management legalization process accelerated. The introduction of various methods, regulations, norms, standards, etc. was particularly large. Among them, the most influential factors for the market operating status are the “Implementation Measures for Automobile Brand Sales Management†and the “Second-hand Vehicle Circulation Management Measures.â€
The core of brand sales is authorized operation. Its essence lies in establishing a set of service system responsible for users from production, sales, and after-sales service. This is conducive to enhancing the service awareness of the automotive brand sales operations and facilitating the traceability of responsibility.
At present, there are more than 30,000 automobile dealers in China, of which only 2,000 are licensed by the factory. After the brand sales method was formally implemented on April 1, the State Administration for Industry and Commerce gave a buffer period (first to September 30 and later to December 31 next year), and the current auto market business is stable, not Among the non-specialized stores authorized by the manufacturers, some are being upgraded, some have become secondary outlets of authorized dealers, and only a few have left the market.
The implementation of the second-hand car circulation method has realized the diversification of the main business owners of used cars in China. Shanghai GM, Shanghai Volkswagen, FAW Audi and other auto makers have launched second-hand car brands and gradually gained consumer recognition in the market. (Zhang Boshun)