"Failed" owners are under great pressure in the second half of the year

In the face of a dismal sales situation in the first half of the year, finally the car companies could not sit still.

Recently, Dongfeng Peugeot conveyed the company's decision to reduce its annual sales target at a dealer meeting, down from 240,000 originally planned to 230,000. In the first half of this year, Dongfeng Peugeot sold only 103,500 vehicles, and only completed 43.12% of the annual sales target. It is obviously imperative to reduce the sales target.

According to industry insiders, there will be only one Dongfeng Peugeot company after the downward adjustment of production and sales targets. According to the statistics released by the National Association of Travel Unions in the first half of the year, more than 80% of companies have not completed their annual sales. Half of the goal. Compared with the heroic attitude of setting annual sales targets at the beginning of the year, the icy figures make most car companies have to start thinking seriously about how the next development strategy should be adjusted.

The sales euphemism faced the “half-year exam”, and most car companies submitted a “failed” answer sheet.

According to statistics from the National Association of Sports Federations, among the top ten car manufacturers in the first half of the year, except for Shanghai General Motors and FAW-Volkswagen which have completed half of their total sales targets, other car companies have completed 50% of their annual sales. There is still a big gap.

Dongfeng Nissan ranked fourth in the above list, but compared with the top three, Dongfeng Nissan's performance was significantly less. According to the plan released at the beginning of the year, Dongfeng Nissan will impact the sales target of 1 million units in 2012, but in the first half of the year, it only completed 454,800 vehicles and the completion rate was 45.48%.

In fact, there are still a large number of companies that have not completed the annual sales target of 50% in the first half of the year.

Beijing Hyundai’s sales target for this year is 800,000 vehicles, but only 372,800 vehicles were completed in the first six months, and the completion rate was 46.6%. The annual sales target of FAW Toyota was 600,000 vehicles, and it only completed 28.77 in the first six months. In terms of 10,000 vehicles, the completion rate was 47.9%; Changan Ford Mazda's annual sales target was 550,000 units, and the completion rate in the first half of the year was 40.18%; Dongfeng Yueda Kia's annual target was 480,000 units, and the completion rate in the first half of the year was 46.04%. ......

In addition to the top ten sales companies, Guangzhou Automobile's sales target for 2012 was 400,000 units, but in the first six months, it only sold 176,300 units, and the completion rate was only 44%; Great Wall Motor’s sales target for this year was 600,000. Vehicles, but its completion rate in the first half of the year was only 43%.

Compared with joint-venture car companies, the completion of sales of independent brand companies is obviously more concerned. Among the top ten car sales companies, only Chery and Geely have their own brands: Geely’s sales target for 2012 was 460,000 units, but in the first half of the year, it only completed more than 220,000 vehicles, and the completion rate was 48.52%; Chery The performance of the company is even worse: Chery’s annual sales target was 630,000 units, but it sold only 265,500 units in the first half of the year, and the completion rate was only 42.14%.

After half a year has passed, the majority of car companies handed in this "failed" answer sheet, so that many people in the automotive industry chain deeply feel the cold of the Chinese auto market. "Generally speaking, the half-year sales figures are of great significance." Jia Xinguang, a well-known analyst in the automotive industry, said that the auto market's off-season and peak seasons in the first half and second half of the auto market are basically the same, so many companies must base their sales on the first half of the year. Rethinking and formulating the development strategy for the second half of the year, “Half of the time but not more than half of sales, this means first and foremost that many car companies will face enormous pressure to complete sales targets for the year. In this context, car companies’ business policies and scheduling All aspects of planning, spare parts procurement, and R&D investment are bound to undergo a series of adjustments."

how to respond?

In fact, in the face of huge sales pressure, some companies have begun to make some targeted adjustments.

Due to the embarrassing sales situation, the dealer’s blood loss was serious. Recently, Dongfeng Nissan decided to issue its first-half sales subsidies to its national dealerships. According to the “China Business” reporter, the amount of subsidies distributed by Dongfeng Nissan has exceeded 100 million yuan. . In response to this, an executive from Dongfeng Nissan, who declined to be named, said in an interview with reporters: “The subsidy to dealers is actually to make up for the losses of dealers, and on the other hand, it is also to stimulate dealers to send in the second half of the year. With the manufacturers, we will work hard to complete our annual sales target."

In an interview with reporters, Cui Dongshu, deputy secretary-general of the National Federation of Religious Associations, said that the main reason why most auto companies failed to achieve 50% of the annual sales target in the first half of the year was that many auto makers were over-optimistic and blindly expanded. “In recent years, the production capacities of all manufacturers have significantly increased, and the production and sales targets have also been significantly increased. However, due to factors such as the overall slowdown in the growth of the auto market, the completion of poor sales targets is inevitable. If the related companies do not adjust their production and sales targets next, both the entire vehicle company and the distributors will face a greater development crisis in the future, said Cui Dongshu.

However, in the course of interviews with reporters, apart from the fact that Dongfeng Peugeot has clearly lowered its sales target, most other companies are still pursuing the strategy of “not moving by force”.

In an interview with the reporter, Lin Zhongxian, deputy general manager of Dongfeng Yueda Kia, said that although sales in the first half of the year were affected by the overall situation of the auto market, the sales target of Kia Kyo’s 480,000 units this year will not change, and Beijing Hyundai also said that this year It is confident to complete the production and sales target of 800,000 vehicles. In addition, FAW-Toyota, Guangzhou Automobile Honda and Dongfeng Citroen also indicated that they will not adjust their annual sales targets for the time being.

While not adjusting sales targets, many companies have still spared no effort in capacity expansion.

At the end of June, Dongfeng Yueda Kia officially started construction at the third factory in Yancheng. Dongfeng Nissan's Dalian plant and Shanghai GM's Wuhan plant also put on the construction schedule. Faced with this situation, J. D. MEI Songlin, vice president of POWER Asia Pacific, said with certainty: “In a situation where the overall situation is not good, OEMs need to adjust their sales targets. Sticking to the current scheduling plan and further expanding production capacity will be very dangerous. of."

For the above statement, Luo Lei, the deputy secretary-general of the China Automobile Dealers Association, also stated that the current production and sales base of the Chinese auto market is already very large. Taking into account the overall slowdown in the domestic economy, it is difficult for the Chinese auto market to have an explosive future. The growth situation, “In addition, the vehicle ownership in first-tier cities has been relatively stable, and the growth is weak. However, the sales of cars in second-tier and third-tier cities have been climbing for a long time and the market is undergoing slow transformation. The input of manufacturers to second and third-tier cities cannot achieve immediate results. Therefore, enterprises that have set too high a sales target should reduce their targets as soon as possible and formulate more reasonable development plans."