At the end of the year, the Guangzhou auto market saw no consumerism climax
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The footsteps in 2004 have gradually approached. In the remaining ten days, the auto market at the end of 2003 was destined to go into next year under tepid conditions. This may not be good news for buyers and sellers. Manufacturers and dealers are not in a good position to sell cars. Needless to say, consumers have also failed to realize their car dreams at the end of the year. What is the market today?
Car trend is irreversible
In accordance with established practice, after passing the "11" auto market every year, dealers are hoping to enter the sales season before the end of the year. One will clean up the stock car and report a more satisfactory sales figure to the manufacturer. Second, return some funds. Prepare for next year. Of course, consumers want to open a private car before the New Year and bring an old and young group together for a whole year; and watching the past half year, the money in their hands will soon be sweating. The possibility that all this seems to be successfully implemented is not great. Although the merchants resorted to all the stops, the consumers did not buy it, and the appearance of “I don’t stand still†really made dealers anxious. According to report, in the second half of this year, only 4S dealers in Guangzhou have shut down.
In addition to a few manufacturers in short supply dealers still face the reporters breeze, most dealers are reluctant to say: "The auto market is flat, so that your media did not have anything to write." "Sales? Do not ask sales, and also Then it's about it." "Prediction? What are you predicting? After May 1st predicted 11th, 11th. At the end of the forecast period, the two predictions were not honored and will not be predicted again. Even if others don't laugh, they are all embarrassed. "Of course, there are also senior dealers who believe that analysis; "The more the car market is dull, the more fierce the next consumer climax. After all, car purchase has become a consumer keyword in recent years, the market trend is irreversible."
Price reduction and promotion of flammable enthusiasm In the interview with the dealers, the manufacturer's price cuts or promotion measures were ineffectively taken as targets. In recent years, the price reductions of major brands have not been weaker than in previous years, but the role played by the market has been very limited.
For example, Shanghai Volkswagen POLO, the highest price reduction of 17,000 yuan, sedan POLO and hatchback POLO down to the same price, Jiangling Landwind price reduction of 14,200 yuan, a more than 100,000 yuan car fell more than 10%. According to the standards of previous years, it should be said that the intensity is enough, but this year is not seen on the market have a great response. Although consumers who bought cars before the price cut paid more than 10,000 yuan for buying them a few days earlier, they did not seem to have been so angry.
Dealers said that the Guangdong market is almost always the first to touch the nerves of the market, before the manufacturers officially announced price cuts, already keen to grasp the pulse of the market, according to market conditions in advance to give consumers some concessions, and step by step to the reasonable At the price point, when the manufacturer officially announced, the car price has already been a smooth transition. Therefore, consumers did not lose much. Of course, doing so also lost the opportunity to snap up at a previous price cut. However, according to many years of experience, most of the target consumers will not change, and there is no significant difference between the advance discount and the price reduction for the sales volume.
On the other hand, due to the unceasing marketing behaviors of dealers, the market price of the same model in the same area is quite different. Although this is a proper marketing tool for dealers, it gives consumers a sense of price confusion. Compared with other models with uniform prices, consumers feel that they have no idea what to do with a chaotic vehicle. Some models have cut their prices more than once during the year, which has aggravated consumers' wait-and-see attitude.
The concept of inventory makes people wait and see this year's major authoritative media have emerged a prominent word - inventory. Nearly 100,000 manufacturers' stocks are in sharp contrast with the high profits of the auto industry. Consumers cannot wait and see, and the price of cars will become more reasonable next year. Coupled with a further reduction in tariffs next year, the price reduction of cars is a general trend. In this context, the mentality of holding money to buy also emerges.
The information passed to the consumers at the same time as the inventory is even more intensified by the idea of ​​holding money for purchase, which is to increase production. Since the beginning of last year, the sales of the domestic auto market have made almost all manufacturers increase their output, and some even propose grand plans for a one-year output turnover. According to incomplete calculations, the output growth rate of China's auto plants will increase by more than 30% in the next two years. One side is inventory, while the other side is to increase production. Consumers are eager to increase the price of cars. Although it is not yet clear that when China's auto products will exceed supply, it is an indisputable fact that the increase in “supply†is increasing frequently. Therefore, consumers have reason to believe that with further changes in the relationship between supply and demand, the domestic automobile market will inevitably From the seller's market to the buyer's market.
Part of the increase in spending capacity of the closure of closure According to the reporter understands from the market, while many models have not sold well, there are still Acura, Fit, Excelle, Regal, Fairmont, domestic BMW and other tight models need to wait a few months to mention the car, some of which The market price increase of the model still exists. This, to a certain extent, has also caused some consumers to postpone buying time.
For example, Guangzhou Honda and Shanghai GM will increase their production capacity next year to ease the tight supply and demand in the market. Some consumers who are determined to purchase these models cannot pick up the car this year, and will naturally change their car purchase time to next year.
At the same time, there are also consumer reactions, the purchase of the car is a voluntary consumer behavior, but some dealers in order to earn more profits, often impose some automotive beauty products to users, so that consumers are very uncomfortable. Although some consumers have purchased this additional product for the dream of a round sedan, it has virtually affected the enthusiasm of consumers who have not yet purchased a car.
At the end of the year, the reasons for the new car restraining consumers from causing wait-and-see attitudes are that some auto companies will list the new models at the end of the year or next January.
The most obvious is that as early as the Guangzhou Auto Show, Beijing Jeep's new car, Oland, has held tours around the country. Although this car will not be available until January next year, Beijing Jeep has long used the "full-time all-around car" as a signboard, lifting many consumers' appetites. The Elantra, the second new car of Beijing Hyundai, once again broke the conventional rules, announced the price before the listing, and began to accept the reservations of consumers across the country.
The year is near, the auto market remains. It seems that the idea of ​​expecting the nationwide dealers to have a happy year-end at the end of 2003 is almost doomed to failure. "I am looking forward to a good opening next spring." Several dealers repeatedly emphasized at the end of the interview.