Unconsciously, 2015 came to an end. This year's auto market has what kind of market performance, policy orientation, corporate internal factors and social phenomena, the following small series will be sorted out from these major aspects, this year's auto industry nineteen key words.
2015 car sales growth into a new normal in 2015 will end, the term micro-growth has become the end of this year's Chinese auto market. According to the data of the China Automobile Association, from January to November, the production and sales of automobiles were completed at 21,826,900 and 21,786,600 respectively, an increase of 1.8% and 3.3% respectively over the same period of the previous year. Among them, the production and sales of passenger cars were 18.73 million and 18.86 million respectively, an increase of 4.2% and 5.9% respectively over the same period of the previous year, and the growth rate was 2 percentage points higher than that of January-October.
The January-November auto sales growth of 3.3% year-on-year data is basically in line with the 3% forecast of the first half of the China Automobile Association. Although the December sales statistics have not yet been included, Dong Yang, executive vice president of the China Association of Automobile Manufacturers, said that due to the strong momentum of the car companies in December last year, the base number is relatively large, and the year-on-year growth rate will be relatively low. It should be comparable to the overall growth rate of the previous November, at around 3%.
At the same time, for the auto market next year, Dong Yang said that the official forecast data of the China Automobile Association has not yet been released, but he personally believes that there will be no double-digit growth in the range of 5% to 7%.
This means that the micro-digit growth of the Chinese auto market will become the norm. For the Chinese auto market, which has experienced rapid development, perhaps this is a chance to settle.
The SUV is still hot, and the market segment is affected by the new taxation of purchase and purchase. The overall growth rate of the passenger car market has reached double digits. Under this favorable situation, the SUV with sales growth of more than 60% has once again served as the entire passenger car. The main force of market growth. According to the data, in October this year, sales of SUVs reached 631,295 units, an increase of 63.2% year-on-year; cumulative sales in the first ten months of this year reached 4,795,029 units, an increase of 50.4%. Compared with the decline in car sales (0.4%) and the increase in the MPV market by less than 10%, the sales performance of the SUV market is very eye-catching.
According to industry insiders, SUVs are popular in the Chinese market due to their preference for SUVs, and are closely related to the diversified car environment and car consumption upgrades in China. First of all, the SUV is more in line with the driving environment of the combination of urban and rural roads in the Mainland. Secondly, the group that bought cars for the first time more than a decade ago has joined the army of changing cars, “changing tastes†and pursuing a wider space, which is why they choose SUVs very important. More car companies are diversified in the SUV segment. In the top ten sales companies, the independent models occupy seven seats, and the growth rate is large. The dominant position of independent brands in the SUV market is obvious. The SUV model headed by Haval H6 and Chuanqi GS4 continues to innovate and break through from appearance to power. Playing the price war is also an important competitiveness of car companies, but it is still consumers.
The major car companies officially promoted the most popular word in this year's car market is the "official drop", the official price cuts of manufacturers means that the dealers are abandoned and compete directly with competitors.
The official starter of the official drop came from the joint venture brand. Compared with the previous year, the joint venture was particularly difficult. On the contrary, the self-owned brand ushered in the days of turning over the serf.
On the eve of the Shanghai Auto Show, Shanghai Volkswagen officially announced that it will offer zero-interest-rate credit for all its models, while all models have reduced prices. Since then, the official tide has begun. Changan Ford, Beijing Hyundai, FAW-Volkswagen and other car brands followed closely, and the official price cuts by different means, Shanghai GM is not to be outdone, 40 models officially joined the army. There are Dongfeng Citroen, Guangzhou Automobile Toyota...
The SAIC passenger car started the first shot of the independent brand official. The official guide price of Roewe and MG MG brands has been reduced by nearly 10,000 yuan. Subsequently, independent brands such as Great Wall, Beiqi Suibao and Jianghuai also joined.
The official drop eased the dealer's inventory pressure to a certain extent, but most dealers still said that these measures are far from enough in the market terminal, manufacturers can not fundamentally lift the dealer's survival pressure.
The dilemma of self-owned brand cars is in stark contrast with the hot SUV and MPV market. The overall dilemma of the domestic car market, among which, autonomous car companies are the biggest victims. At the moment, it is no exaggeration to say that independent brands are relying on SUVs to walk on one leg. The continued loss of car market share is no longer news. In the past year, in addition to Changan's various car models still have good performance, most of the other independent car companies in the car market can be described as a complete line of defeat.
The lack of core competitiveness is still the main reason. After years of accumulation, domestic car companies have made great progress in terms of vehicle design, product quality and internal management, and constantly narrow the gap with the joint venture car companies. Some models have even surpassed the same level in terms of product quality and configuration. Joint venture vehicles, but the short-boards with weak brand premiums have always been there, especially in the car sector. Faced with the continuous market downswing of joint venture brands and the market diversion of SUVs and MPV models, the living space of independent cars is constantly being compressed. A situation will continue in 2015.
However, there may be some small bright spots in the overall predicament of the self-owned car. Changan Automobile and the self-owned car companies such as Geely and Chery, which have gradually got on the right track after the brand adjustment, may bring some market surprises.
Auto e-commerce has been booming for several years, but the participation of many car companies and companies in various fields has made this term in full swing. Major domestic automakers have successively introduced e-commerce platforms suitable for their own brands. Among them, traditional network e-commerce such as Alibaba, Suning and Jingdong are the targets of cooperation among major auto manufacturers in China.
Yongda Automobile and Ali Automobile signed a strategic agreement on automobile Internet cooperation to build an online and offline O2O platform for automobile life, Dongfeng Nissan self-funded vehicles, and under the leadership of the Automobile Distribution Association, including nearly 40 automobile groups including SINOMACH. Set up the O2O platform car street. Previously, SAIC built a platform for car enjoyment. Jingdong, Yiche and Tencent also announced their joint efforts at the beginning of this year and launched cooperation in the field of automotive e-commerce. At the same time, Guangzhou Automobile Group announced that it will spend 1.4 billion yuan to build four platforms, including vehicle e-commerce platform, vehicle life platform, vehicle networking platform and venture capital financing.
At present, the e-commerce platform is mixed, and all parties are screaming and optimistic. However, the e-commerce, Internet and intelligentization of automobiles will be the ultimate trend. In the future, new giants will be born in the field of automobile e-commerce.
In the first five months of this year, the overall sales of passenger cars showed a downward trend, from 2.038 million in January to 1,609,300 in May. Even the previously strong SUV suffered the same situation, from 477,700 in January to 459,300 in May. Among the top ten car manufacturers in terms of passenger car sales, there were also a number of sales declines year-on-year, especially in May, Beijing Hyundai's decline was more than 10% year-on-year, and Shanghai GM's decline was close to 10% year-on-year. Keep growing.
However, unlike the overall downward trend, Japanese brands have been surprisingly successful this year, and their sales in China have picked up. This is also the main reason why Japanese brands have not joined the price war so far. In the first five months of this year, in addition to the impact of the Spring Festival in February, Japanese brand sales increased from 249,200 in January to 290,100 in May, showing a slight upward trend, deviating from the overall trend of passenger cars. Moreover, its market share has also increased from 12% to 18%. In May, Dongfeng Nissan Sylphy won the single model sales champion.
Parallel imported cars, which were recognized as parallel imported cars last year, are now fully promoting the pilot work through free trade zones and online platforms across the country. All along, due to the identity and short-term after-sales service, parallel imported cars have long been in the gray area of ​​the market, and they are unable to compete with the imported cars. In recent years, the number of cars in the middle of the car has increased, and the 4S shop of the imported cars has accelerated. The impact of the market share of non-standard cars is gradually shrinking.
Parallel imported cars are “loosely tied†and are expected by the industry. On the one hand, the pilot of parallel imported cars will bring more choices and ways for Chinese consumers to buy cars; on the other hand, in the eyes of many insiders, with the growth of parallel imported cars, they are compared with traditional cars. Competition will inevitably follow, so it will also effectively combat the phenomenon of the traditional high price of the standard car.
However, from the current sales situation, the competitiveness of parallel imported cars is not very optimistic. Among them, in the Shanghai Free Trade Zone, which has been piloted for half a year, the results are disappointing. According to relevant data, by June this year, the number of parallel imported cars in Shanghai was more than 100, and the number of delivery was only a few dozen. Shenzhen, which was piloted three months later than Shanghai, had a slightly better performance than Shanghai, and sold a total of 160 vehicles by June.
Policy-oriented new energy support continued to increase in the context of Beijing's pure electric vehicles, such as “no sway, no limit, no purchase tax, high subsidyâ€, the market size of new energy vehicles is gradually expanding in Beijing. It is understood that in the first nine months of this year, Beijing has promoted 23,200 new energy vehicles in various fields. According to the statistics of relevant industry associations, from January to October, China's new energy vehicles produced 181,225 vehicles and sold 171,145 vehicles, up 2.7 times and 2.9 times respectively. Among them, 121099 pure electric vehicles were produced, with 113,810 vehicles sold, up 3.3 times and 3.9 times respectively. Production is growing fast, but sales are growing faster than production. The plug-in hybrid vehicle produced 60,126 vehicles and sold 57,335 vehicles, up 1.9 times and 1.8 times respectively. At present, there are 13 companies with 31 new energy vehicles completed in Beijing for record sales, marking the competition in the pure electric vehicle market has become more intense. As the nation's number one new energy auto market, Beijing will become a battleground for major auto companies.
Under the situation that gasoline vehicles are “shaking indefinitelyâ€, the proportion of new energy vehicles being watched continues to increase. At the same time, the government's policy support for new energy vehicles, restrictions on purchases, and economic subsidies are so great that the new energy vehicle market can be described as targeted. However, more product richness, strengthening the construction of infrastructure charging piles and the construction of service outlets are important links for the future of new energy.
Second child policy or achievement MPV sales This year, the one-child policy that has been in operation for more than 30 years has officially ended, and the "multi-child" era has come again. Many families now share a grandparent or grandparent who plays an important role in bringing children. In big cities, these enlarged families face the limitation of having a second car, which gives the MPV a greater advantage than the five SUVs. Although the SUV is currently the biggest force for the growth of Chinese passenger cars, it faces the second With the arrival of the tire, most of the five-person family chose MPV, which has become the main competitive point in the MPV market.
According to industry experts, the demand for large-scale vehicles in China is still strong. Car companies have sold large and extended versions of vehicles for many years. With the extension of family algebra, three generations often live together, which makes China hope to become the United States. After the biggest MPV market. It is expected in the car market that large-size MPVs will be favored. With the popularization of the concept of "multi-function MPV", MPV's large space and comfort have been well received. If the policy is determined to be released, the MPV market will usher in rapid growth. The popularity of seemingly cumbersome MPVs in China is rising, showing that more Chinese consumers are starting to rationalize and choose vehicles based on demand rather than to demonstrate their social status.
The purchase tax was halved. Premier Li Keqiang chaired the State Council executive meeting on September 29. The meeting held that promoting the development of new energy and small-displacement vehicles and eliminating excessive emission of vehicles will help alleviate energy and environmental pressures, promote the optimization of automobile industry structure and upgrade consumption, and foster new economic growth points.
The meeting decided that the first is to improve the support policies for new energy vehicles, support research and development of power batteries and fuel cell vehicles, and launch pilot demonstrations of intelligent network vehicles. Organs and enterprises should implement the requirements for new energy vehicles in vehicle renewal, and increase the assessment of the proportion of new energy vehicles in new and updated buses. All localities may not impose restrictions or purchases on new energy vehicles, and those that have already been implemented shall be cancelled. Second, from October 1, 2015 to December 31, 2016, the preferential policy for halving the vehicle purchase tax for passengers with a displacement of 1.6 liters or less will be implemented.
When the New Deal came out, the new energy market was like "sucking chicken blood", and sales rose straight. At the same time, due to the halving of the purchase tax, the overall growth rate of the passenger vehicle market reached double digits.
In recent years, the number of domestic car ownership has increased rapidly. According to the data, in 2014, the number of newly registered cars in China was 21.88 million, and the net increase of the number of possession was 17.07 million. Both indicators reached the highest level in history, and the urban carrying capacity encountered unprecedented tests. Large and medium-sized cities face severe environmental and road traffic pressures, and for most local governments, the solution is summed up in two words: “restricted purchasesâ€.
On December 29, 2014, from the official release of the purchase restriction announcement to the implementation of the purchase limit of only 20 minutes, Shenzhen became the eighth city in China to purchase cars. Compared with the eight cities that have been approved by the China Automobile Industry Association (Tianjin, Shenzhen, In Hangzhou, Chengdu, Shijiazhuang, Chongqing, Qingdao, Wuhan, in just one year, three (Tianjin, Shenzhen, Hangzhou) have joined the ranks of purchase restrictions, and based on the road traffic congestion situation of other five cities that are not optimistic, the purchase limit Cars may also be just a matter of time.
In fact, as early as 2012, Su Ruibo, president of GM China, said that the 25 most congested cities in China will be restricted in purchases around 2015. As one of them, the whole car market will be greatly affected. In this environment, the consumption demand of cities that have already been restricted is curbed, while those that have not implemented the purchase restriction are paying more attention to the consumption capacity of overdraft in the next few years. Based on this consumption behavior of burning forests and hunting, the sustainable development of the automobile market Development will be hit hard.
In the car industry, due to the personnel adjustment "rescue" car companies in 2015 was praised by the industry as "personnel change" in the new year, with the slowdown of the car market growth and fierce market competition, the car companies also "recruiting the horse" with personnel adjustment itself Development strategy to better enhance competitiveness. Especially in the car companies that are at the turning point of sales growth, the adjustment of the top leaders reflects the eagerness of the company to face the growing pressure of sales. On the other hand, some professional managers are looking for better platforms to display their talents.
In fact, at the beginning of this year, the top personnel adjustment of car companies entered an intensive period. In recent years, FAW Toyota, Changan Automobile, Dongfeng Nissan, Audi, BYD, Jaguar Land Rover, Porsche and other brands covering nearly 100 luxury, joint venture and independent brands. The top executives exchange blood. What's more, the car-carrying car company has experienced three wave personnel adjustments.
However, some insiders said that it is difficult for a clever woman to be without a meter. Although some reasonable and high-level personnel changes can inject new power and blood into the enterprise, the products, technologies, services and concepts that support the car companies themselves are still the top priority. .
“Rectification Action†has helped the healthy operation of car companies. Since last year, car companies have become a hot event in the rim. Since July last year, the special inspection team of the 13th Inspection Team of the Central Committee has been stationed in FAW Group and Dongfeng Group. More than a dozen people have been publicly notified. Among them, the former general manager assistant of the company, the former vice president of Dongfeng Motor Co., Ltd., and the party appointed Yong. This year, the scope of "anti-corruption" has expanded. On March 15, the Central Discipline Inspection Commission's website of the Ministry of Supervision issued a notice: "Xu Jianyi, chairman and party secretary of China FAW Group Corporation, is suspected of serious violations of the law and is currently under investigation." Xu Jianyi also officially became the first "falling horse" due to corruption. The top of the car company.
Some people say that after the anti-corruption enterprise “top leader†changes, the purpose of the company is to be pure and stable, to give the internal employees a reassurance and reorganize the development strategy of the enterprise. In addition, it is also necessary to release the signal of strengthening the internal rectification movement of the enterprise, to the greatest extent to remove the nepotism between the high-level, and to eliminate the possibility of breeding corruption.
Vendor relationship The long-standing contradiction between OEMs and dealers broke out in the second half of 2014. In order to stabilize the distribution channels, the car companies exposed to the problem finally gave the dealers a certain amount of economic subsidies. In addition, this time The intensification of the contradictions of manufacturers put the changes in the circulation field on the table. It is understood that the revised version of the "Automobile Sales Management Measures" that has been publicly solicited for many times will be officially introduced in the middle of this year.
In fact, the inequality of automobile factories and business status has been in the domestic market for a long time, and recently the dealers frequently “blatly resist†the automakers and their own survival dilemma is closely related. Public information shows that domestically profitable cars The proportion of dealers dropped by nearly 40% in five years. In 2014, the average inventory of passenger car dealers exceeded the industry inventory warning line for an average of 8 months, while the “price upside down†phenomenon of luxury cars was even more serious. .
The domestic economic development has entered a new normal, and the automobile market that closely follows the economic trend will also enter a relatively low growth period. However, from the capacity planning of automobile enterprises, 2015 will be a year in which the production capacity of major automobile enterprises is concentrated, and it is foreseeable. In 2015, the battle for discourse rights between automakers and merchants will be upgraded again, and the new "Automobile Sales Management Measures" will be introduced. The game of manufacturer relations is bound to become a major topic in the domestic auto industry in 2015.
After years of mergers and acquisitions in the automobile industry, under the spur of “the dream of a car to power the countryâ€, I hope that the emergence of the super-large automobile group in China will continue. However, due to its limited development in a short period of time, merger and reorganization is regarded as a shortcut. In this context, the merger of the automotive industry has always been a hot topic.
At the beginning of 2013, the Ministry of Industry and Information Technology and other 12 ministries and commissions jointly issued the "Guiding Opinions on Promoting Mergers and Reorganizations of Key Industries", which also clearly stated that by 2015, the industry concentration of the top 10 automakers will reach 90%, forming 3-5 furniture. A large auto enterprise group with core competitiveness. But in fact, as the main source of local taxation, the merger and reorganization of the automotive industry can be described as difficult. In this process, talents, management, brands and other aspects need to be integrated, the difficulty can be imagined.
In recent years, only a large number of reorganization cases have been acquired by Dongfeng, such as Fuqi. However, due to the complicated interests of many parties, the actual results after the reorganization are not very satisfactory. The reason is that in the current case of mergers and acquisitions of vehicles, the government at all levels is too heavy, and overall it is not a market-oriented merger. Even so, the merger and reorganization of domestic car companies is still an inevitable trend, and the future needs to be good: to give enterprises sufficient decision-making power and autonomy, so that they can rationally allocate resources according to their actual and market-oriented needs for integration, especially In cross-regional mergers and acquisitions, we must put an end to the "Lang Lang match" imposed by governments at all levels.
The trend of socialization The phenomenon of automobile intelligence is unstoppable On December 16, the second World Internet Conference was held in Wuzhen. Guo Taiming, founder and president of Foxconn Technology Group, said in an interview that in the 5G era, many drivers can be replaced by smart cars, and traffic will become safer. The so-called smart car refers to the addition of advanced sensors (radar, camera), controllers, actuators, etc. to the ordinary car, and realizes the intelligence between people, cars and roads through the vehicle sensing system and information terminal. Information exchange.
In recent years, with the continuous development of communication and information technology, global technology giants have focused their attention on the automotive field. Following SAIC and Alibaba. After the combination of BAIC and LeTV, Dongfeng Changan Automobile has also signed contracts with Huawei. For car consumers, when they buy a car, they no longer look at power and comfort, and their attention to the technological content of the product is increasing year by year. But for fully intelligent driverless cars, consumers still have concerns. Google's research and development of unmanned self-driving cars and the launch of the product test safety index have attracted countless controversy. Many people think that mobile phones and ipads can always crash, but once the car crashes at high speed, the consequences are that no one can Accepted. Therefore, the biggest trick of the current smart car is how to ensure the safety of the car when driving. Despite doubts, smart cars have become the future direction of the car.
At the beginning of the new year, the cross-border automobile construction of IT companies has become a hot topic. On January 20th, the LeTV super car plan that sneaked for one year was officially exposed. After a month, its heat has just subsided, and more impact news. It is said that Apple will also join this cross-border car-making boom. Foreign media reported that Apple is already launching a project called Titan (Titatan Giant), employing hundreds of employees to develop Apple-brand electric vehicles.
IT companies have become more and more powerful in cross-border manufacturing. Historically, the Geely that makes refrigerators and the BYD that makes batteries are all making cars. What about TVs that make TV and apples that make mobile phones?
Automobile manufacturing is a huge system engineering. The quality and performance of the automobile and the management of the vehicle all need long-term accumulation. The complexity of the process and technology is not comparable to that of TV and mobile phones. In this way, it is difficult for IT companies to build cars across borders. small. On the other hand, in recent years, the automotive industry has a clear signal of change. The competition between car companies is upgrading from traditional car design and manufacturing to traditional functions, focusing on intelligent and car networking technologies. At the new level, software technology is the strength of Internet companies represented by LeTV and Apple.
The reality show variety shows a new battlefield for car companies. Since Infiniti sponsored the "Where is Dad Going" program, major auto companies have begun to try similar sponsorship activities. In 2015, the car brand's use of the TV variety show as a marketing model has reached an unprecedented enthusiasm, and there are many tricks. From title sponsorships, offering prizes to designated reception vehicles, car companies can be seen in almost every two years of reality shows. It seems that TV reality shows have become a new battleground for automotive marketing.
The reality show is one of the hottest TV shows. The stars are full of eye-catching ability, bringing high-profile topics to the show. Together with the audience base of David, they generally have higher ratings. High ratings mean high exposure, no matter how calculated, I believe that success in sponsoring a hottest reality show is a victory. According to industry analysts, most of the audiences of reality show programs are young people after 80s and 90s. Therefore, in the past two years, the major car companies marketing for the reality show have launched the most fashionable, sports, and young-loving models under the brand, allowing the audience to pass on the enthusiasm for the show to the recognition of the car brand. Of course, if you want to really impress consumers, you still have to rely on quality and service, but a good marketing model can be a icing on the cake.
The car society has sorted out the social hotspots in the first half of the year, the female drivers in Chengdu have been beaten, and the car accidents caused by car accidents have caused heated public opinion, which has also made "road anger" become a hot word frequently appearing. The production and sales volume of automobiles has been the first in the world for six consecutive years, and it has not covered the shortcomings of China's automobile social civilization. It should be said that automobile civilization is a comprehensive value system. The development of civilized driving requires both the driver to improve the civilization and the strict and scientific regulations.
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