On the seventh day of the first month of the Lunar New Year, Guangzhou’s new car has the largest trading volume of Guangwu Auto Trade and Huangshi Road, which has the reputation of “car sales streetâ€. Many car sales consultants are standing outside the store smoking cigarettes, but there are few consumers in each store. Figure.
Even if Guangzhou dealers take advantage of the discounts that they did not have in previous years, it is still difficult to recover the decline in sales during the Spring Festival. According to previous media reports, the number of car dealers who sold zero every day during the first three days of the Spring Festival holiday was numerous.
Compared with Guangzhou, the Jingdezhen automobile market in the northeastern part of Jiangxi Province has shown a hot scene. According to the local Shanghai Volkswagen dealer told the "Securities Daily" reporter, the store was open as usual during the Spring Festival, the business was not broken, only 8 cars were sold on the first day of the first month.
With the wave of purchase restrictions spreading from the first-tier cities in the north, the east and the west to the second-tier cities such as Tianjin and Hangzhou, the focus of the auto companies competing for battlefields is increasingly biased towards the vast third- and fourth-tier cities. As a result, Zhu Huarong, president of Changan Automobile, told reporters that in the future, Changan’s physical stores will focus on third- and fourth-tier cities, and will not focus on the size and investment of the store as in the past.
In the face of the huge demand for many new cars and third- and fourth-tier cities, in January 2015, Shanghai Volkswagen, represented by German cars, increased by more than 25.5% year-on-year. Guangqi Honda, represented by Japanese cars, grew by 11.6% year-on-year. Changan Ford represented by the company grew by 21.5% year-on-year.
The automobile consumption in the third and fourth-tier cities broke out this year. Due to the 7-day long vacation and the high-speed free traffic, a large number of local citizens in Guangzhou went out to travel or visit relatives and friends, and the popularity of the automobile market quickly evaporated. Jingdezhen, a prefecture-level city in Jiangxi Province, has benefited from the return of migrant workers, and the auto market has never been more “hotâ€.
Jingdezhen is located in the northeastern part of Yunnan Province, and its economic aggregate is at the middle and lower reaches of Jiangxi Province. The population of the city is around 1.62 million (2013 data). According to data released by the local traffic control department at the end of October last year, the number of motor vehicles in the city reached more than 160,000, and the number of motorists was more than 340,000. Moreover, new cars are growing at an annual rate of 18%, and drivers are also growing at a rate of 12%.
Due to the majority of local business and ceramic art people, mainstream car brands have 4S stores in Jingdezhen. The reporter learned about the local car sales during the Spring Festival. Even Dongfeng Nissan 4S shop and Shanghai Volkswagen 4S shop, which set up duty personnel from the first to the third day, received a lot of home buyers every day.
On the seventh day of the first month, as the vehicle management office began to work normally, the intentional car buyers who went to the two 4S stores on the same day were in a constant stream. Dongfeng Nissan 4S store sales staff told reporters that the store sold 3 cars on the same day, the store was even too busy on New Year's Eve.
"Our store sales during the Spring Festival this year is still better last year, and sold 8 cars on the first day of the seventh day." Sales staff told reporters that Shanghai Volkswagen is currently very small, and the hot-selling models Tiguan, Langyi and Lingdu will also line up. Waiting for the car.
Peng Bo, a global partner of Longitus, who has been observing the Chinese auto market for a long time, told reporters that due to the influence of the North-Guangzhou-Guangzhou-limited and restricted purchase policies, many car companies have sneaked into second- and third-tier cities, and these cities will appear in advance to some extent. The possibility of consumption.
Early planning of third- and fourth-tier cities car companies benefited a few years ago, some forward-looking car brands have begun to layout second, third and fourth-tier cities. Take luxury brand BMW as an example. In 2013, about 60% of new 4S stores will be built in fourth- and fifth-tier cities. Take the mainstream joint venture brand Guangqi Honda as an example. In 2009, it began to reform and establish a secondary network, which is based on the existing 4S. The store went to invest in the establishment of secondary stores. These secondary stores were built and operated by first-class stores to meet the needs of users in third- and fourth-tier cities. Taking the self-owned brand Great Wall Motor as an example, most of the sales were from the second and third lines. In the city, the company pays more attention to the improvement of the dealership level. Many 4S shops require improvement in the hardware environment. For example, in the scale of the store and in the environment, they are in line with the joint venture brand. In addition to the neat and tidy storefront, the facilities in the exhibition hall are comfortable. Also required.
Effort pays back. According to the sales volume of various auto companies in January, luxury car sales in China increased by 7.9% year-on-year, surpassing 40,000 units; Japanese cars represented 34,406 units of Guangqi Honda, up 11.6% year-on-year; German cars On behalf of Shanghai Volkswagen sales reached 166,600 units, an increase of 25.5%.
At the same time, in the case of a large number of self-owned brand car sales in January, Great Wall Motor once again rose against the trend, achieving a sales volume of 88,000 vehicles, an increase of 26.51% year-on-year, a record high.
Peng Bo believes that the current auto companies still have to focus on the second, third and fourth-tier cities. "Mainly based on the performance of different levels of market, the first-line limited-edition cities basically rely on redemption, the increase is not large; second-tier cities should not limit purchases. There is a high growth; third- and fourth-tier cities will be infected by second-tier cities, and there will be some growth."
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