Stepped into the Jin Jiu season season's own brand to take the lead

After suffering a two-month off-season, dealers finally ushered in the “Golden September” peak season. Although the industry generally believes that the market is going to be completely booming until mid-September, there are actually some brands that have been slow to take the lead. “Put the price” on the one hand is to release the pressure on inventory that has long been under pressure, and on the other hand, it is to conduct early trials for the peak season market. According to a survey conducted by the reporters, of the brands that had earlier expanded their preferential margins, their own brands had taken the lead and nearly all brands had affected. However, joint venture brands only increased their margins on individual models, and the overall level remained stable.

Independent brands take the lead

This year, the terminal price of automobiles is lower than last year has become an industry consensus. As early as the first quarter, the industry began to analyze the reasons for market changes, excessive sales expectations and greater pressure on the inventory to promote the terminal prices continue to explore. Before and after the May 1st, each brand had already carried out a price war, entered the "Golden September", under the "demonstration" of some brands and models, the price war has risen again.

According to a survey conducted by the reporter, in the tide of price cuts, the performance of the independent brands is the most "hard-working". At present, the entire hippocampus 3 models have more than 5,000 yuan discount; Pentium B50, on the grounds of replacement, 09 Pentium B50 concessions million; in the price has always been difficult to keep loose JAC also recently announced Tongyue full cash Discount 6,000 yuan; Great Wall dazzling in order to digest up to hundreds of vehicles in stock, the recent discount for the first time exceeded 5,000 yuan mark, reached 6,000 yuan; in the price competition, BYD has never been backward, in addition to BYD F0 can enjoy 6000 yuan in cash In addition, the dealers also gifted gifts, discounted F0 minimum price down to 30,900 yuan, in addition to G3 models can also give 12,000 yuan in cash discount.

The price of the self-owned brand itself is low, and the substantial price reductions have caused the distributors to express their misery. “We also have no means. The task completion in the first half of the year is not very good. Rangli promotions.” A BYD dealer complained to reporters. According to analysis by industry insiders, due to the fierce competition among independent brands, the competitiveness of the manufacturers themselves is limited. Therefore, when a certain brand cuts prices, other brands have to follow up.

Uneven hot and cold models

Of course, not all brands have begun to increase their price cuts to cope with peer competition and the upcoming peak season. It is reported that, affected by the off-season and manufacturers put high-temperature holiday in advance of the impact of stocking, starting from July, some joint venture brand inventory gradually extended from the conventional 40 days to 60 days or even longer, an increase of more than half a month. The performance of the market has also been uneven. Some hot-selling models have not been available for three or four months, while some models have inventories that are beyond the normal operation of dealers.

Shanghai GM dealers told reporters that Buick's production lines are flexible and can be produced in a coordinated manner. Each model can achieve co-production, and the model's production capacity is relatively flexible. Therefore, there is no excess inventory or over-stocking. However, Japanese brands have overestimated this year's market. In the face of sluggish sales growth, inventory is difficult to digest. GAC Toyota's Camry, Highlander Yaris and other concessions have been over 10,000, Camry's concessions even once more than 20,000 yuan, while Honda and Nissan also corresponding to their respective competing products to significantly adjust the terminal price. Affected by this, some models of the Chevrolet brand that have not yet been included in the list of energy-saving subsidies are also self-subsidized by the manufacturers. FAW-Volkswagen New Bora and Sagitar models also have discounts ranging from 8,000 yuan to 12,000 yuan. The Beijing Modern Elantra Elantra and other models have a discount rate of 9,000 yuan.

Increased concessions do not mean that profits are lower

"For an industry, the off-season is stable and the promotion in the off-season is the right strategy. However, this year's car market shows no difference in off-season peak season. It seems that all sales are on a regular basis." Dongfeng Yueda Kia dealer said this year. The terminal price should reach the lowest level in recent years. On the one hand, the pricing of new vehicles is showing a trend of getting lower and lower. On the other hand, the dealer’s profit sharing rate is generally higher.

On the one side, dealers are clamoring for poverty, and on the other side there is rational analysis. "It can't be denied that the terminal price of cars this year is indeed much lower than last year, and the profits of the manufacturers may be affected. However, given the large market base, the total profit can still be guaranteed under the general environment of falling profit margins. Some industry analysts believe that from the statistics of all parties at present, we can see that the Chinese auto market is still growing steadily year-on-year last year. Under the guarantee of an absolute base, this year's profit is not necessarily as pessimistic as dealers say. .