"It is said that it is the order of the organizer, and the new energy vehicles of local brands must come to the platform for support."
On May 4~5, Nanchang Municipal Bureau of Commerce of Jiangxi Province organized the "Automobile Consumption Exhibition" again, this time with the participation of Qingshan Lake District People's Government, only four days away from the last "Automobile Consumption Festival" held in qingyunpu district.
It turns out that during the May 1 ST and 11 th periods of Nanchang every year, there will be a special exhibition company to hold a large-scale auto show in the exhibition center, organize the city's auto dealers, and use the abundant small holiday time to promote automobile consumption. However, due to the epidemic this year, this large-scale auto show was postponed to June 12. However, the auto show organized by the Bureau of Commerce shows that the top government officials are obviously a little "unable to sit still".
Correspondingly, the car dealers in Nanchang are also under great pressure. Although there are more than 30 automobile brands involved this time, the actual situation is that each has its own "bitter water".
Brand differentiation and expansion
"Our store has returned to normal level in April, and each of us has reached the usual 14 units this month." As the brand most affected by the epidemic, the answer of the sales staff of this Dongfeng Honda 4S shop is quite unexpected. Later, he explained, "After Wuhan was unsealed on April 8, our commercial vehicles have arrived at the store one after another, so the source of the vehicles is guaranteed."
In fact, compared with the adequacy of existing cars, Dongfeng Honda has recovered so quickly, mainly because price reduction promotion has become a "magic weapon" to attract consumers to buy cars, as well as the loss of other brands. The answer given by the salesperson of Beijing Hyundai 4S store next door is: "The price reduction is in progress, but many of our customers have gone to buy Japanese brands."
"After the epidemic, everyone's consumption is much more cautious. Buying a Japanese car is a typical conservative consumption. " The reporter found through understanding that although the overall passenger flow in the auto market has picked up obviously, the brands are uneven in heat and cold. The number of Japanese 4S stores remained at a high level, while the recovery of legal system, Korean system and some independent brands was slow.
A staff member of FAW-Volkswagen's 4S store said that when it just resumed work in early February this year, the average daily passenger flow did not exceed 10 batches. Since April, the passenger flow in the store has started to increase significantly. On the afternoon of May 3rd alone, the number of customers in the store exceeded 40 batches, of which more than 70% were looking at cars and buying cars. During May Day, the daily passenger flow exceeded 100.
"In fact, I don't want to come to the exhibition site in Shang Chao. I'd rather go back to the exhibition hall to pick up customers. " Guangzhou Automobile Toyota sales staff said, "Now customers who come to the store have a stronger purpose and a higher turnover rate." Unlike the salespeople who are "tired and happy" to receive nearly six groups of customers in the exhibition hall one day, the salespeople of Buick and Chevrolet are more willing to accept this "needle in a haystack" promotion method.
Affected by the epidemic, the two brands of SAIC-GM basically had no cars to sell in February and March, and now they have to clear their stocks and prepare to enter new cars. However, they are distressed that Buick Hideo, whose original price was1.289 million yuan, can now get a discount of 55,000 yuan, and there is even room for negotiation. "But the more customers cut prices, the less they want to buy."
Not only that, but the changes in policies have also made consumers wait and see. At the scene, the reporter met a man who came to visit. He said he hasn't considered buying a fuel car or a new energy car. From looking at cars in the second half of last year, I browsed a lot of car market information at home during the epidemic this year, especially after the country introduced a series of policies on new energy vehicles, which made him waver and even lose his mind.
Indeed, in order to cope with the adverse effects of the epidemic, many models have introduced "historical freezing point prices" in order to increase sales. But not every brand can do this, the mass department can, but the Korean department and the American department are very difficult. The key is brand power, which also applies to luxury brands.
"Although the epidemic has restricted consumers' car purchase plans and curbed some car purchase demands, consumers are now free to watch and choose cars offline. It is expected that some car purchase demand will be released in May. " A Mercedes-Benz salesperson said. Since last month, in his circle of friends, on average, every two days, he will send a photo of the delivery with the customer who picked up the car.
As the largest and most domineering model in the exhibition hall, the navigator of Lincoln booth failed to attract more attention. After all, Lincoln's brand awareness is really weak. Although the newly listed adventurers are cost-effective, accounting for 60% of sales, "Cadillac and Volvo have cut prices too sharply because many customers have been beaten."
"Rich people don't need revenge, they have been spending." A salesperson of Audi 4S shop said bluntly. On Audi's booth, there are an A6L e-tron and an e-tron model. In his words, "Audi models such as A4L and Q5 don't need to be displayed here. These two cars that cannot be sold for several months can be promoted here. "
New energy, not good.
Relying on the policy spring breeze, Nanchang 20 18 new energy vehicles sold 25,300 vehicles, ranking tenth in the country. In 20 19, Nanchang still fell out of ten places. So, what kind of new energy vehicle atmosphere is Nanchang?
In fact, at present, only BYD, Geely New Energy and BAIC New Energy are new energy automobile dealers of traditional automobile enterprises in Nanchang, and other common new energy brands such as Changan, Chery and Roewe have not built their own networks.
"In Nanchang, I still buy more BYD new energy vehicles," revealed a BYD dealer. "Nanchang people still recognize brands when they buy things." However, this person did not deny that most customers who buy BYD's new energy vehicles will engage in * * * to enjoy the travel business, and there are still relatively few people who travel by themselves. "It is better to sell Song Qin now."
Although the response of new energy vehicles in Nanchang is mediocre, this provincial capital city must have been occupied by new forces making cars. Weimar, Tucki, Weilai and Tesla are located in the four corners of downtown Nanchang, while Aichi Automobile, whose factory is located in Shangrao, has no stores in Nanchang. Among them, Weimar evolved from a comprehensive distributor, and the other three occupied three shopping malls.
"We are still popularizing the advantages of electric vehicles to our customers," said a Weimar salesperson. "And our models are closer to the traditional SUV style and more easily accepted by more traditional consumers, so it is mainly to expand fuel vehicle customers." Speaking of sales volume, the sales volume of this dealer, which was established in July last year, is stable at around 65,438+00 vehicles per month.
The low acceptance of new energy vehicles and new forces in building cars is a hurdle that Nanchang automobile consumption market can't bypass at present. Although Xpeng Motors opened his shop on the first floor of the largest shopping center in Jiangxi Province, there was an endless stream of onlookers. "In the past, everyone came to ask G3. Now, after P7 came in, everyone began to be interested in P7." However, behind the seemingly excitement of sales staff, it is the helplessness of sales. "More people just ask."
"For Nanchang people, Weilai and Tesla are luxury brands first, followed by electric cars." The person in charge who moved to Weilai Space after being promoted to the director of BMW's 4S store said that "the sales of 40 units have been completed this year". But he also has the same task as other electric vehicle brands, that is, "guiding customers to choose electric vehicles."
On April 18, Jiangxi provincial government officially issued ten measures to promote automobile consumption. Different from other cities' strong support for new energy vehicles, Jiangxi Province has not given relevant stimulus policies to new energy vehicles. One of them is to promote the sales of provincial-made cars, include pickup trucks in the government procurement catalogue, and cancel the restrictions on pickup trucks entering the city. Jiangling New Energy (that is, Yizhi Automobile), which is also a provincial car, should feel very hurt.
In 20 18, the sales volume of Jiangling New Energy Easy Car, headquartered in Ganjiang New District of Nanchang, exceeded 50,000, but most of them were sold to Henan and Shandong markets outside Jiangxi. For the local market, the general manager of Easy Car Nanchang said, "There are about 20 C-end customers every month, plus big customers, and the sales volume of a single store is about 40." Last year, the reporter investigated Easy Car and learned that it could not get policy support. Now it seems that the situation has not changed.
Although Jiangxi province has not issued a policy of giving consumers direct subsidies for car purchase, it has decided to promote car consumption by supporting the holding of car exhibition activities. During May Day, 36 auto shows were held in various parts of Jiangxi Province. The data shows that the sales amount of Shangrao Auto Show reached more than 63 million; Ganzhou sells more than 2,000 cars; Yichun sold more than 130 vehicles in a single day.
The short-term results seem gratifying, but from another perspective, Jiangxi's tourism revenue and the cumulative number of tourists received during the May Day holiday this year all ranked first in the country, which means that due to the comprehensive influence of many factors such as the increase of holiday tourists, Jiangxi's automobile consumption did not show obvious explosive growth during the May Day holiday.
Text/Yang Jing
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.