More than half of the itinerary in 2014, the car market grew steadily. Statistics from the China Association of Automobile Manufacturers show that from January to July this year, the growth rate of automobile production and sales slowed down compared with the first half of the year, but the passenger car segment still maintained a growth of more than 10% - the cumulative sales of domestic passenger vehicles totaled 10.9918 million, a year-on-year increase. 11%. This double-digit growth does not seem to be much, but it is hard to come by in the Chinese auto market, which is built on the base of 10 million vehicles.
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The industry generally believes that the rigid demand for domestic automobile consumption still exists, and the promotion of new urbanization has spawned a huge demand for car purchases. The trend of automobile consumption upgrading is still obvious; but it cannot be ignored that the factors restricting the development of the automobile market are lingering. In this round of growth this year, it is still difficult to judge the proportion of panic buying caused by policies such as urban purchase restrictions and restrictions.
Taking Hangzhou as an example, the media reported that the day before the purchase restriction in Hangzhou (March 25), a surge of about 70,000 car orders. Subsequently, Hangzhou Auto Market “turned offâ€: In the second quarter, Hangzhou’s new car tax collection was 34,000, down 32% year-on-year. Today, the Hangzhou auto market is in a period of negative growth during the “restricted purchase†period. This shows that the impact of the policy on the fluctuations of the local auto market can not be underestimated.
“Restricted purchases†and “limited trips†have become a powerful drug for local governments to manage urban traffic and to reduce environmental protection. However, the growth of the automobile market under the “limit†word is difficult to sustain, not only because it overdrafts the future automobile consumption, but also breaks the original operation track of the automobile market, and also has a far-reaching impact on the local automobile market structure.
Changes in the pattern of the automobile market have not only occurred in some areas, but will also occur in a wider range in the future. Since the beginning of this year, relevant policies in the automotive industry have been intensively introduced, and the frequency and number of policy launches have greatly exceeded those in 2012 and 2013. Policies such as “New Energy Vehicle Subsidy and Promotionâ€, “Official Vehicle Reformâ€, “Cancellation of Automobile Brand Distributors and Dealers Approvalâ€, and “Anti-monopoly†were frequently introduced, and the Chinese auto market rules entered a remodeling period.
In the field of circulation, the car anti-monopoly storm continues to ferment. At the same time, the “Automobile Brand Sales Management Measuresâ€, which has been in operation for 10 years, is undergoing revision. People expect to rely on the power of manufacturers to regulate market order and rely on the “invisible hand†of the market to rebuild order. In this process, the dealer's marketing strategy will change accordingly, from the past to seek strong growth and high sales, to ensure the stability of profits. These changes will surely shift the focus of dealers' operations to a more profitable and sustainable car brand. Therefore, the new market rules in the circulation field will also force domestic auto brands to accelerate restructuring and elimination.
In the past 30 years, the market position of Chinese automakers has not been shaken, and the ability to dominate the market has been continuously consolidated. It is in this environment that new brands are emerging, but few brands have been eliminated.
However, the above situation is slowly changing. In the past 10 years, it has been called the “Golden Decade†of the Chinese auto market. In the meantime, private consumption, especially the rapid rise of young consumer groups, has rewritten the rhythm of product development of automakers, targeting China’s “post-80s†and “post-85s†models. Marketing methods are endless.
At the industrial level, China's auto industry has been required to accelerate the transformation and upgrading. The introduction of the "National Ten" policy for the prevention and control of air pollution will undoubtedly accelerate the implementation of auxiliary policies such as "increasing the cost of using automobiles" and "reducing the frequency of use of motor vehicles"; after the third stage of the vehicle fuel consumption standard enters the countdown, the same The impact on the accelerated transformation and upgrading of China's auto industry is far-reaching. It is foreseeable that the elimination of products and automobile brands caused by fuel consumption will become an industry trend.
At the same time, driven by new technologies, the marketization of new energy vehicles has opened.
The birth of new things will inevitably break the original interest pattern of the market, and new energy vehicles are regarded as a subversive new force. Therefore, whether it is required to adopt a unified new energy vehicle catalogue throughout the country, or whether the government and public institutions are required to purchase “not less than 30% of new energy vehicles†or to exempt the purchase tax of imported and domestic new energy vehicles, it means China is vigorously promoting the development of new energy vehicles to replace the original technology and market system.
From the car life of ordinary people to the vertical anti-monopoly in the field of automobile circulation, to the top-level design of the automobile industry, the decline and elimination of the old industrial system has become inevitable, and new market rules are taking shape. Its goal is still to maintain the Chinese automobile industry. The steady growth, and the sooner the auto companies adapt to the new rules, will enjoy the feast of the market sooner. 