Just after July, car dealers seemed a bit sit still. Judging from the national auto market, apart from several European and American car companies and luxury brands, there are few sales tasks that can complete half of the year's sales in the first half of this year. Dongguan auto market slumped in the first half of the year, and inventory pressure forced dealers to lift the banner of price cuts. According to analysis by industry insiders, the large-scale counterattack after the supply of Japanese car sources resumed, and the sales tasks of the manufacturers throughout the year have become two mountains, allowing dealers to fall into the "quagmire" of price wars.
When reporters visited the gathering places of 4S stores, such as Liaobu International Automobile City and Guantai Road, they found that a number of car dealers parked in front of the stock car. Before the Japanese car was allowed to have a large margin, the models were mainly concentrated on mid- to high-class cars and non-main models. However, the current price war on Japanese cars has affected the market's main medium and low-emission models.
Dealer inventory pressure
The reporter recently visited the auto market and found that many dealers' inventory trucks were full of aisles. The reporter wanted to park the car in the doorway of the car. It took a long time to find the parking space. The owner also complained that the stock cars on the roadside of Nancheng and Liaobu Motor City had a long queue and it was not convenient to park.
The off-season of the auto market has arrived earlier this year in mid-May, and the problem of inventories has gradually emerged, with pressure from independent brands being even greater. The sales manager of a 4S shop in a certain brand in Nancheng, Nancheng, said that the price drop is so big now. First, the task of the manufacturer is set too high, and the second is the inventory problem brought by the off-season. Since June, manufacturers have increased the number of vehicles in order to make the sales data in the first half of the year brighter. However, due to the sluggish market, the inventory pressure of distributors has become significantly larger. At present, inventory and sales ratios of many independent brand car manufacturers are even higher. Achieve 3:1, many joint venture brands have more than twice the sales, and the best-selling brands also feel itchy inventory.
Although the sales terminal is subject to high inventory pressure, the manufacturers still seem to be confident that the distributors did not reduce their sales tasks in the second half of the year at the dealers' mid-year conference. This puts great pressure on the distributors.
The reporter learned that as a quality customer valued by the bank, dealers do not have much trouble in financing, but some banks have stipulated that once the car dealer’s inventory exceeds twice the average sales volume in the past three months, the bank will stop lending, and If the inventory is overstocked, there will be problems with the distributor's funding chain.
Japanese Brand Promotions
GAC Toyota dealers said in May that with the gradual restoration of production capacity, it is expected that sales tasks will be heavy in the second half of the year and will increase sales efforts. GAC Toyota will also formulate flexible business policies based on actual conditions. The development of the business was exactly as expected by dealers. After July, GAC Toyota Motor Corporation celebrated its 5th anniversary by launching discounted discounted purchase loans. The event is organized by GAC Toyota and six financial institutions. Toyota Financial and Guangzhou Automobile Industry Co., Ltd. provide consumers with a variety of discount products. The discount rates of different financial products are different. The maximum discount interest can reach 10,000 yuan, and the promotion is specifically for Camry. All loans to buy this model can enjoy the "zero interest rate" discount.
Guangqi Honda’s strategy is similar to GAC Toyota’s and is relatively diametrically opposed to the major markets. According to the person in charge of Hengxin Honda, dealers have obviously felt that manufacturers' support is increasing this year. Guangqi Honda has launched “promotional quality and sincere benefits†in July and August. Customers can not only purchase cars but also have discounted prices. They can also go to manufacturers. Visit the production line and witness the quality process and monitoring process. At present, the discount rate of the Accord is close to 20,000 yuan. Feng Fan also has a cash discount of 10,000 yuan. This person in charge stressed that, unlike ordinary promotions, these business policies are all made by manufacturers, and non-profits are also subsidized by manufacturers.
The other two brands that occupy an important position in Dongguan, FAW Toyota and Dongfeng Nissan, did not fall behind in terms of sales promotion. According to dealers, FAW Toyota not only held an urban test drive experience camp in July to strengthen interaction with consumers, but also launched a “Midsummer Threefold Ceremony†promotional event. The purchase of FAW Toyota’s full range of models will receive a compulsory traffic insurance of 950 yuan. 1000 yuan oil card, according to manufacturers arrangements, promotional activities continue in August, and "gifts to send" is mainly for Corolla models, "manufacturer's plan is very full, and our promotional activities are also very intensive, is to Let customers feel our sincerity.†FAW Toyota Yongjia shop marketing department head told reporters.
Compared with Toyota's fanfare, Dongfeng Nissan appears to be low-key. The person in charge of Dongfeng South Market explained that the established task of Dongfeng Nissan in Dongguan in the first half of this year has been over-completed. Compared with other brands, sales pressure in the second half of the year is much smaller. “But not that we will give up daily promotions.†The person in charge said that they will keep a close eye on the trends of competing models, and at any time based on their price changes, make corresponding adjustments to the margin of preference. “This year’s market is special. In the promotion activities, the dealers will take part, but the manufacturers’ leaders will also speak and will give Strong support."
Europe, the United States and South Korea cars follow prices
Seizing the opportunity for the Japanese car to be tight some time ago, European, American and Korean cars have increased their market share through price concessions and listing of new cars. Now, with the deep adjustment of Japanese car prices, the performance of European, American and Korean cars varies.
The reporter visited the market and saw that brands from Europe, the United States and South Korea that actively reduced their prices were rare. At present, the US-based car market in Dongguan is more profitable, Buick Excelle is falling closer to 30,000 yuan, and Changan Ford Focus has a maximum discount of up to 11,000 yuan. Mondeo The highest winning price of 19,000 yuan, the Carnival decline is also close to 10,000 yuan.
European car prices are relatively subtle, the French Citroen C5, Citroen Sega and Peugeot 307 and other models, a drop of thousands of dollars; German car prices slightly loose, Volkswagen New Polo, Sagitar nearly 10,000 yuan in cash or Comprehensive discounts, compared with other models, especially Japanese cars, the incentives are still limited. The price of Korean cars has always been relatively affordable. The price war waged by Japanese cars has also been followed by Korean cars. Among them, Beijing Eighth Generation Sonata, which was listed shortly afterwards, has seen price loosing.
New car market eye-catching
Reliance on promotions is not enough to attract the attention of consumers. The auto market in Dongguan was slightly lively at the end of July, and the new cars that were listed one after another were the main reasons for stimulating the auto market.
Although the total number of new cars recently listed is small, it is not light, and most of them have disclosed information earlier and have received widespread attention from fans. Taking the mid-size car as an example, Dongfeng Peugeot has just launched its highest-grade model 508 in its domestic history in Dongguan. The model and price have been well received. A considerable number of consumers have heard of it and have been keeping an eye on it. After the new car was sold in Dongguan, it quickly attracted many interested customers and brought a lot of popularity to the off-season auto market.
There are many examples of new cars being listed to attract popularity. The Kia K2 is also officially sold in Dongguan recently. The price of this car with a good shape is as low as RMB 100,000, making many consumers tempted. "After the launch of this new car, it is very helpful for the growth of popularity in the store. There are also many customers who call to consult." The person in charge of Dongfeng Yueda Kia Wing-yu Store Marketing Department told the reporter that within less than a week of listing, the car has already been Sold 10 cars, more than a few models that are currently being sold.
The same is true of Guangzhou Toyota Yizhi. Prior to its launch, the brand's Yaris, Highlander, and Camry were all hot cars, but they haven’t launched new models for a long time, which lacks powerful incentive for consumers. The person in charge of the marketing department of Yongjia Toyota 4S Store in Houjie, Dongguan, told the reporter that since the listing of Yizhi was less than a month, the shop could also harvest 15 orders in the off-season. "The new car is indeed very important." Dongfeng South Guantai store sales staff said Nissan brand new SUV has been announced as "Lanlan" and will soon be listed, in the case of the manufacturer has not announced the price, the store has been ordered five or six .
When reporters visited the gathering places of 4S stores, such as Liaobu International Automobile City and Guantai Road, they found that a number of car dealers parked in front of the stock car. Before the Japanese car was allowed to have a large margin, the models were mainly concentrated on mid- to high-class cars and non-main models. However, the current price war on Japanese cars has affected the market's main medium and low-emission models.
Dealer inventory pressure
The reporter recently visited the auto market and found that many dealers' inventory trucks were full of aisles. The reporter wanted to park the car in the doorway of the car. It took a long time to find the parking space. The owner also complained that the stock cars on the roadside of Nancheng and Liaobu Motor City had a long queue and it was not convenient to park.
The off-season of the auto market has arrived earlier this year in mid-May, and the problem of inventories has gradually emerged, with pressure from independent brands being even greater. The sales manager of a 4S shop in a certain brand in Nancheng, Nancheng, said that the price drop is so big now. First, the task of the manufacturer is set too high, and the second is the inventory problem brought by the off-season. Since June, manufacturers have increased the number of vehicles in order to make the sales data in the first half of the year brighter. However, due to the sluggish market, the inventory pressure of distributors has become significantly larger. At present, inventory and sales ratios of many independent brand car manufacturers are even higher. Achieve 3:1, many joint venture brands have more than twice the sales, and the best-selling brands also feel itchy inventory.
Although the sales terminal is subject to high inventory pressure, the manufacturers still seem to be confident that the distributors did not reduce their sales tasks in the second half of the year at the dealers' mid-year conference. This puts great pressure on the distributors.
The reporter learned that as a quality customer valued by the bank, dealers do not have much trouble in financing, but some banks have stipulated that once the car dealer’s inventory exceeds twice the average sales volume in the past three months, the bank will stop lending, and If the inventory is overstocked, there will be problems with the distributor's funding chain.
Japanese Brand Promotions
GAC Toyota dealers said in May that with the gradual restoration of production capacity, it is expected that sales tasks will be heavy in the second half of the year and will increase sales efforts. GAC Toyota will also formulate flexible business policies based on actual conditions. The development of the business was exactly as expected by dealers. After July, GAC Toyota Motor Corporation celebrated its 5th anniversary by launching discounted discounted purchase loans. The event is organized by GAC Toyota and six financial institutions. Toyota Financial and Guangzhou Automobile Industry Co., Ltd. provide consumers with a variety of discount products. The discount rates of different financial products are different. The maximum discount interest can reach 10,000 yuan, and the promotion is specifically for Camry. All loans to buy this model can enjoy the "zero interest rate" discount.
Guangqi Honda’s strategy is similar to GAC Toyota’s and is relatively diametrically opposed to the major markets. According to the person in charge of Hengxin Honda, dealers have obviously felt that manufacturers' support is increasing this year. Guangqi Honda has launched “promotional quality and sincere benefits†in July and August. Customers can not only purchase cars but also have discounted prices. They can also go to manufacturers. Visit the production line and witness the quality process and monitoring process. At present, the discount rate of the Accord is close to 20,000 yuan. Feng Fan also has a cash discount of 10,000 yuan. This person in charge stressed that, unlike ordinary promotions, these business policies are all made by manufacturers, and non-profits are also subsidized by manufacturers.
The other two brands that occupy an important position in Dongguan, FAW Toyota and Dongfeng Nissan, did not fall behind in terms of sales promotion. According to dealers, FAW Toyota not only held an urban test drive experience camp in July to strengthen interaction with consumers, but also launched a “Midsummer Threefold Ceremony†promotional event. The purchase of FAW Toyota’s full range of models will receive a compulsory traffic insurance of 950 yuan. 1000 yuan oil card, according to manufacturers arrangements, promotional activities continue in August, and "gifts to send" is mainly for Corolla models, "manufacturer's plan is very full, and our promotional activities are also very intensive, is to Let customers feel our sincerity.†FAW Toyota Yongjia shop marketing department head told reporters.
Compared with Toyota's fanfare, Dongfeng Nissan appears to be low-key. The person in charge of Dongfeng South Market explained that the established task of Dongfeng Nissan in Dongguan in the first half of this year has been over-completed. Compared with other brands, sales pressure in the second half of the year is much smaller. “But not that we will give up daily promotions.†The person in charge said that they will keep a close eye on the trends of competing models, and at any time based on their price changes, make corresponding adjustments to the margin of preference. “This year’s market is special. In the promotion activities, the dealers will take part, but the manufacturers’ leaders will also speak and will give Strong support."
Europe, the United States and South Korea cars follow prices
Seizing the opportunity for the Japanese car to be tight some time ago, European, American and Korean cars have increased their market share through price concessions and listing of new cars. Now, with the deep adjustment of Japanese car prices, the performance of European, American and Korean cars varies.
The reporter visited the market and saw that brands from Europe, the United States and South Korea that actively reduced their prices were rare. At present, the US-based car market in Dongguan is more profitable, Buick Excelle is falling closer to 30,000 yuan, and Changan Ford Focus has a maximum discount of up to 11,000 yuan. Mondeo The highest winning price of 19,000 yuan, the Carnival decline is also close to 10,000 yuan.
European car prices are relatively subtle, the French Citroen C5, Citroen Sega and Peugeot 307 and other models, a drop of thousands of dollars; German car prices slightly loose, Volkswagen New Polo, Sagitar nearly 10,000 yuan in cash or Comprehensive discounts, compared with other models, especially Japanese cars, the incentives are still limited. The price of Korean cars has always been relatively affordable. The price war waged by Japanese cars has also been followed by Korean cars. Among them, Beijing Eighth Generation Sonata, which was listed shortly afterwards, has seen price loosing.
New car market eye-catching
Reliance on promotions is not enough to attract the attention of consumers. The auto market in Dongguan was slightly lively at the end of July, and the new cars that were listed one after another were the main reasons for stimulating the auto market.
Although the total number of new cars recently listed is small, it is not light, and most of them have disclosed information earlier and have received widespread attention from fans. Taking the mid-size car as an example, Dongfeng Peugeot has just launched its highest-grade model 508 in its domestic history in Dongguan. The model and price have been well received. A considerable number of consumers have heard of it and have been keeping an eye on it. After the new car was sold in Dongguan, it quickly attracted many interested customers and brought a lot of popularity to the off-season auto market.
There are many examples of new cars being listed to attract popularity. The Kia K2 is also officially sold in Dongguan recently. The price of this car with a good shape is as low as RMB 100,000, making many consumers tempted. "After the launch of this new car, it is very helpful for the growth of popularity in the store. There are also many customers who call to consult." The person in charge of Dongfeng Yueda Kia Wing-yu Store Marketing Department told the reporter that within less than a week of listing, the car has already been Sold 10 cars, more than a few models that are currently being sold.
The same is true of Guangzhou Toyota Yizhi. Prior to its launch, the brand's Yaris, Highlander, and Camry were all hot cars, but they haven’t launched new models for a long time, which lacks powerful incentive for consumers. The person in charge of the marketing department of Yongjia Toyota 4S Store in Houjie, Dongguan, told the reporter that since the listing of Yizhi was less than a month, the shop could also harvest 15 orders in the off-season. "The new car is indeed very important." Dongfeng South Guantai store sales staff said Nissan brand new SUV has been announced as "Lanlan" and will soon be listed, in the case of the manufacturer has not announced the price, the store has been ordered five or six .
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