Auto market does not cool down in cold weather

The auto market was booming at the end of last year. In the first quarter of this year, so far, although individual dealers have gradually seen the dawn, the auto market still feels that it is cold and chilly. Some industry insiders say that traditional festivals, policy influences, etc. To explain the substantial reduction in the trading volume of the auto market in Dongguan. The reporter learned when visiting the auto market that although the auto market was “cold,” the prices of many brands, especially imported brands, still remained “strengthly strong.” Some auto dealers even admitted to reporters that it was “selling money and losing money.” Selling instead makes money."

Warming up in the cold and stabilizing in late February After the Spring Festival ended, when the reporter visited Dongguan Guantai Road and Liaobu Motor City, he noticed that most car dealers' showrooms were dressed only by well-dressed sales consultants at the gate, rare to see the car. client. Nancheng Baima, a sales consultant for European brand dealers, told reporters that as early as before the Spring Festival, their stores had booked a large number of cars to Dongguan, ready to be digested quickly after the Spring Festival, but they had met the “lazy” market performance.

Although the automotive sales consultants working in the field believe that the performance of the Dongguan auto market is “lazy”, there are still car dealers in charge who are optimistic about the sales situation after the Spring Festival. Yang Guoping, general manager of Dongguan Nanling, told reporters that since the start of construction, Dongguan Nanling's sales have been stable, especially Southeast Lanling’s models such as Lancer Wings (configuration gallery reputation forum) are still favored by fans. When interviewing Fufeng Motors, the reporter saw the “birth” of the two owners in the exhibition hall.

There are cold car prices in the warm room to narrow the profits of industry insiders told reporters that consumers to buy less profits, dealers to sell cars rebate, is currently the most important feature of the Dongguan automobile market. The so-called "random" is the price discount that consumers can really enjoy, and "rebate" is the subsidy reward for car dealers for each dealer. "The increase in rebates and the reduction in profit margins actually encourage car dealers to drop down. On the one hand, it does not harm the brand image of the car, and on the other hand, it can also satisfy consumers' demands." said the personage who declined to be named.

Although there is a "dark drop," there are still car dealers who cry more in terms of car prices than consumers. "We take the imported car Jin Xuan, the manufacturers only give us 5,000 yuan to make room, this 5,000 yuan for the purchase of imported cars is how insignificant consumer numbers, it is impossible to form a competitive." Yang Guoping said . And Xiao Yang (a pseudonym), a sales consultant for the East Lexus, also said that Lexus’s price has a lot of benefits before the Spring Festival, but now it’s also “strong”. In response, Xu Jiming analyzed that car makers' strategy of “giving less profit and more rebates” is actually “watching for action.” Because many auto makers set sales targets this year are very high, and they must concentrate their savings. Released, but for the timing of this "release," Xu said that he is still waiting to be observed.

The outlook for the “timing” may be due to the lack of confidence of most operators in the second half of the year in the first half of the year. Therefore, most of them will be “betting” in the first half of the year. There are family dealer groups and even the annual tasks. 70% are forcibly completed in the first half of the year. Therefore, the so-called “release opportunities” in the hearts of car dealers may appear in the first half of the year, and large-scale large-scale profit-making activities may occur.

Prospects for the market outlook, distributors are divided. Some car dealers believe that this year's sales can maintain the level of last year is good, after all, last year was a large growth year. Another view is that the market will continue to show hot trends.

For the changes in consumer structure this year, a relatively common expectation in the automotive industry is that the sales of mid-to-low-end vehicles will be more affected this year, while the high-end vehicle market will be less affected. In fact, if the preferential policies are not cancelled, the sales situation this year will not be as hot as last year. As dealers, it is important to improve marketing capabilities and service levels in order to survive.