A sudden epidemic in COVID-19 completely disrupted the peaceful and reunion Spring Festival holiday. While trying their best to fight the epidemic, people joked and said, "Can it be restarted in 2020?" . With the further fermentation of the epidemic, people's attention has extended from the epidemic itself to all aspects of the national economy and people's livelihood.

The tree wants to calm down, but the wind won't stop. The sudden attack of the epidemic has made China's economy, which is already at a critical moment of adjustment and change, even more foggy. Although most enterprises have returned to work and employees have started the "cloud office" mode at home, this situation has made many enterprises that have suffered setbacks due to the slowdown in economic growth worse, and the automobile industry, which is known as the "crown jewel" of manufacturing, bears the brunt.

Before the outbreak, the automobile industry in China had experienced a long and declining winter of two years. The epidemic completely disrupted the normal operation of production, sales and services originally planned by various car companies. However, it is gratifying that after the outbreak of the epidemic, major car companies actively lend a helping hand to help the disaster areas. Up to now, more than 80 enterprises have donated more than 654.38 billion yuan. While continuing to pay attention to the epidemic areas, the executives and responsible persons of major car companies also studied for the first time how to ensure the safety of personnel while working to minimize losses.

As an observer and thinker of China automobile market, Volkswagen has been paying close attention to the progress of anti-epidemic and the dynamics of major automobile enterprises, in which we have seen the sense of national mission and the responsibility of big country enterprises. They not only donated money and materials to the epidemic areas, but also made outstanding efforts to stabilize the automobile consumption market, maintain the vitality of the industry and stabilize the employment rate.

Judging from the current situation, the sharp decline in sales data in the first quarter of 2020 and even in the first half of 2020 is also expected. How to spend it smoothly during the epidemic and how to increase its "immunity" so as to quickly enter the normal production and operation of enterprises after the epidemic has also attracted much attention from both inside and outside the industry.

In response to the above problems, Dr. Guo, the founder of Thousand Cities Digital Intelligence and Volkswagen Car Talk, recently had a direct dialogue with a number of auto executives and industry experts. By recording their views and specific countermeasures, the present situation of the automobile industry is presented, and at the same time, the countermeasures are discussed, so as to clear the fog hanging over the future development of the automobile industry in China and help the automobile industry to develop better.

0 1? Song Yang, President of Changan Ford National Sales and Service Organization:

Only when the macro-economy improves in time can car companies recover quickly.

The impact of the epidemic on the automobile market can be analyzed from three time spans: short, medium and long.

In the short term, the epidemic will lead to a certain increase in the demand of some young people who travel by bus/subway/network car, but most of these consumers' car purchase budgets are concentrated at the level of 6.5438+10,000 yuan. At the same time, the customer arrival rate will drop sharply, and the demand for redemption will be obviously suppressed. Subject to the decline of spare parts supply capacity and production capacity, the supply capacity of existing vehicles will also be insufficient.

In the medium term, as the epidemic continues to ferment, the performance of a large number of small and medium-sized private enterprises declines, resulting in a sharp drop in the income of a large number of office workers, which obviously inhibits the demand for car purchases. At the same time, through this epidemic, many people will rethink the economic ability of individuals and families to resist risks and postpone or cancel the demand for car purchase.

In the long run, the rise and fall of China's automobile market has a strong correlation with China's macro-economic ability to resist risks. If the macro-economy can stabilize again and improve in time after the epidemic, then the China automobile market will find a suitable development track.

02? Lin Jie, Vice President of Geely Automobile Group:

Short-term impact is significant? Aggravate Matthew effect in automobile market.

In the short term, this epidemic will undoubtedly increase the pressure on the China automobile market, which has entered the stock competition mode, especially on the supply chain, production and sales of automobile enterprises in the first quarter or even the first half of the year. This will also make the survival of weak car companies more difficult, but the China car market, where strong car companies still have great potential in the future, will become stronger and stronger.

For Geely, the first thing to do in the face of the epidemic is to ensure the safety and health of all employees, which is the first priority.

Secondly, in the current uncertain market environment, the basic factors that determine the market are brand, system and product. Nothing has changed. Therefore, we should unswervingly implement the strategy of "steady development", maintain the stability of supply and production chain and marketing system, improve the risk response and control mechanism of enterprises to deal with international trade disputes, international exchange rate changes, natural disasters and other risks, and improve the adaptability of enterprise development.

Thirdly, in view of this epidemic test, Geely's most important thing is to ensure the stability of the dealer system, and give necessary support to dealers from loosening sales indicators, preferential support, canceling relevant assessments, etc., in order to maintain channel strength and maintain a stable market share. At the same time, accelerate the promotion of online sales services, open the online car purchase mode, and provide users with the convenience of car purchase and service through the new mode of combining online and offline to cope with the impact of the epidemic.

In addition, at present, we also see consumers' demand for healthier and safer cars. To this end, Geely Automobile invested 370 million yuan in advance to develop an "all-round healthy car" for ordinary consumers.

03? Chen Hao, Deputy General Manager of Dongfeng Nissan Passenger Car Company:

Optimistic about the car market? Pay more attention to customers

Although in the short term, the epidemic will obviously reduce people's consumption desire and hinder the marketing activities of car companies, in the long term, the rigid demand of China car market still exists. With the implementation of the country's strong epidemic prevention and control measures, the epidemic will soon be alleviated, so we are optimistic about the normal operation of car companies.

Since the outbreak, Dongfeng Nissan has set up an emergency leading group for "new pneumonia" at the first time, and at the same time, it has taken a series of targeted measures to help dealers relieve pressure, protect employees' health and strengthen customer emotional care services.

04? Tan Benhong, Executive Vice President of Changan Automobile:

Prevention and control of epidemic situation is more important than Mount Tai.

Affected by the epidemic, the entire industrial chain of the automobile industry has been impacted to a certain extent. We believe that the primary task at present is to prevent and control the epidemic. Only when the epidemic situation is effectively controlled can enterprises resume operations earlier and faster.

Since the outbreak, Changan Automobile has actively practiced corporate social responsibility. While donating money and materials, we put practical actions into the front line of anti-epidemic, providing free psychological information support for first-line medical staff in Wuhan.

05? Qin, President of Weilai Automobile:

After the epidemic? The demand for private cars will continue to increase.

In the short and medium term, the epidemic will bring great pressure to the macro-economy, and the automobile industry is already in the cold winter, and the challenge will undoubtedly intensify. In the long run, the epidemic will make people rethink their travel choices, and the demand for private cars will continue to increase.

In response to the epidemic situation, Weilai first did the relevant epidemic prevention work according to the government requirements to ensure the health of employees and public safety.

Secondly, the epidemic will gradually change people's consumption patterns and? Online consumption will become one of the main modes of the future automobile market. Therefore, based on the advantage of having a very close user group, Weilai made some innovative adjustments, such as live broadcast on social platforms, launching short videos introducing the selling points of vehicles, establishing WeChat groups, and maintaining communication with friends. , continue to strengthen the user experience and effectively expand consumer groups.

06? Ma New Energy General Manager:

Epidemic situation or changing the mode of automobile marketing channel

In the cold winter of 20 19 automobile market, every automobile enterprise is facing a double severe test because of the sudden epidemic, but the most important task at present is to cooperate with the party and the government to control the epidemic as soon as possible, resolve the crisis and minimize the losses of the whole country and society.

At the same time, although the marketing plan of car companies is believed to be greatly affected in February, the epidemic will profoundly change people's thinking, behavior and consumption patterns, and further accelerate the transformation of traditional car companies from offline retail channels to new brokerage models. For the automobile industry, it will become an accelerator for the continuous development and maturity of online platforms and channels, online experience and customer acquisition, online transactions and services.

After the outbreak, BAIC New Energy immediately set up an epidemic prevention leading group to deploy epidemic prevention and control work. At the same time, to ensure production and supply, the company's purchasing department dispatched members of the "emergency team" to allocate procurement resources to ensure the supply of suppliers' resources on the first day of the New Year. In terms of marketing, we are accelerating the online transformation of marketing, studying and introducing targeted sales policies to meet the demand for car purchase in a special period in a non-contact and door-to-door manner.

07? Liu Changdong, General Manager of Dongfeng Xiaokang Automobile Co., Ltd.:

The epidemic situation led to a sharp increase in sales performance pressure.

This large-scale epidemic has a great impact on car companies, and the lack of employees and masks will have a certain impact on the output after returning to work. At the same time, the inconsistent start-up time of suppliers on the supply side will also lead to the shortage of supplied parts, which will not guarantee a stable supply, and the operating expenses such as labor costs will inevitably lead to a tight capital chain. From the point of view of sales, the epidemic will definitely lead to a sharp drop in customer arrival rate and a sharp increase in sales performance pressure.

After the central government issued the epidemic prevention and control requirements, the company's procurement center actively contacted suppliers to learn about the epidemic prevention and control work of several suppliers and provide corresponding help and support. In terms of sales, in order to help all marketing service providers help each other in the same boat, overcome the difficulties together, actively respond to the impact of the novel coronavirus epidemic, and reduce the pressure on all marketing service providers, the company decided to lower the sales target and retail target of the marketing service provider February Scenery SUV; Adjust the discount conditions in February; During the epidemic, according to the marketing guidelines and relevant supplementary notices, actively promote online; Reasonably prepare the warehouse and accurately plan to pick up the car in February. To tide over the difficulties with various marketing service providers.

08? Freeman Shen, CEO of Weimar Automobile:

Expecting the government? Help small and medium-sized enterprises to survive the epidemic smoothly

In the short term, the epidemic may affect consumers' willingness to go out to buy. For industries that rely on store sales, such as automobiles, the impact will be more obvious, and the pressure on sales performance in the first half of this year will be great. In the medium and long term, the automobile industry will resume production in an orderly manner and gradually embark on the established track.

From the consumer side, after the epidemic, consumers' demand for private car travel will be further enhanced. At the same time, consumers are used? Will it be more prudent and will it further stimulate new ones? Consumption.

Faced with these short-term difficulties, I hope that the government can unite all sectors of society to prevent and control the epidemic, and at the same time, it can introduce more policies in taxation, rent and credit to help enterprises stabilize their jobs and help small and medium-sized enterprises and innovative enterprises to tide over the epidemic smoothly.

Wei? Before the Spring Festival holiday, a network office platform was built. What is the current reputation? Our employees have started orderly online work to promote the normal development of business. Meanwhile, in order to welcome Wei? The local organization officially resumed work on February 10, and the company prepared enough masks and other supplies for employees to protect everyone. People's health.

At the same time, in order to optimize the customer experience of the flagship epidemic and facilitate consumers to experience products, what is the current threat? Auto national outlets provide online booking and online booking? Test drive service and launch in official website? Did you see the VR panorama? Function to help users stay at home? Function, design and configuration of the model.

09? Li Ruifeng, Senior Vice President and General Manager of Great Wall Motor Co., Ltd.

Organic endangerment? Have confidence? Upward against the wind

It should be emphasized that it is not the time to talk about economic losses and automobile industry losses. At present, it is most important to win this epidemic prevention and control war. The people of China should tide over the difficulties together.

Although this epidemic will definitely have a negative impact on China's economy in the short term, it will not have much impact in the long term. For the development of the automobile industry, the outbreak of this epidemic undoubtedly means more arduous challenges for the China automobile market, which has entered the stock market.

China automobile market in 2020 will be a tough battle for the industry and automobile enterprises, but there may be greater opportunities in times of crisis. For us, keeping confidence and going against the wind is more effective than panic and worry.

10? Fan Jingtao, Deputy General Manager of Beijing Hyundai:

Three major supports? Help dealers tide over the difficulties

In the face of this epidemic, in order to tide over the difficulties with dealers, Beijing Hyundai put forward "three supports" around sales management, marketing and after-sales service, and gave a "good prescription" to reduce the pressure on dealers from multiple dimensions.

At the same time, in order to reflect the care and responsibility for users and consumers, Beijing Hyundai put forward "five care" measures from the dimensions of personnel safety, creating a safe car buying environment and optimizing after-sales service.

Strive to effectively reduce the inventory and financial pressure of dealers, and stand in the same trench with dealers to meet the challenge of the epidemic. At the same time, Beijing Hyundai will continue the promotion policy support in February to help dealers resume sales in an orderly manner after the holiday. In addition, in view of the current situation that the spread of the epidemic has led to a sharp drop in the number of car buyers entering the store, Beijing Hyundai will focus on developing online sales business, further strengthen the online sales ability of dealers, and meet consumers' demand for car purchases during the epidemic.

1 1? Yang Guanghua, Deputy General Manager of Changan Auchan Automobile Sales Company:

The impact of the epidemic is only temporary, and the automobile industry has already had strong resilience.

Although the epidemic is large in scope and depth, the impact is temporary in the long run. This stems from the profound toughness and strength accumulated by China automobile industry after years of development. We can see that many enterprises adjust their business strategies in time and actively deploy actions while maintaining their strategic strength.

In the face of this epidemic, Changan Auchan actively fulfilled its social responsibilities, and at the same time adopted a series of measures to effectively reduce the pressure on dealers and enhance the online customer acquisition ability.

12? GAC Mitsubishi:

The automobile industry will advance in twists and turns.

Undeniably, this epidemic has affected the national economy in many ways, especially the automobile industry. Production and industrial chain supply are relatively closed, so it is slightly difficult to carry out 4S shop activities and marketing activities. Most enterprises need to stop work and reduce production to face difficulties, which is a severe test for the supply chain of upstream and downstream enterprises. Moreover, as far as the current situation is concerned, the total sales volume this year is hardly the same as last year.

However, through the epidemic, we also found that while people's enthusiasm for public transportation and online car rental has declined, the demand for private car purchase has increased, especially for first-time car buyers, who just need to buy a car may be ahead of schedule. Therefore, despite the current difficulties, we believe that China's automobile industry will continue to progress and develop in twists and turns.

Affected by the epidemic, GAC Mitsubishi deeply realized that the automobile factory and the sales service shop are a community of destiny, provided relevant guidance for the sales store to resume work, and gave the policy of "Hubei sales service shop relaxed the assessment standard in February, giving priority to dealing with the epidemic", rapidly expanded and optimized the online sales channels of enterprises, guided customers to GAC Mitsubishi's online car purchase platform, effectively responded to the concerns that consumers could not go to the store or travel, and shared this difficult moment with dealers.

13? Wu Yingqiu, Chairman and CEO of Qiu Huan Group:

Market breakthrough? Let enterprises focus on internal strength improvement

If many car companies are busy grabbing market share and increasing sales in recent years, then the current market stall will prompt and help enterprises to temporarily put down their digital reports and focus on improving their internal strength, which was not easy in the past.

14? Sun Yong, china automobile dealers association expert and president of Sino-German Novo Automotive Education Research Institute:

It is estimated that automobile sales will decrease by 10% in 2020.

In view of the epidemic situation will have a great impact on consumers' purchasing power and purchasing time, it is predicted that China's automobile market will show a trend of low before and then high in 2020, and the annual automobile sales will drop by 65,438+00% compared with 2065,438+09, reaching about 23.2 million vehicles, reaching the bottom one year ahead of schedule.

At that time, it is suggested to introduce a policy to stimulate the automobile market from the consumer side: 1, reduce the purchase tax within one year, and 2, implement a "zero interest rate" loan to buy a car within one year.

I believe that the auto market will usher in a recovery next year.

15? Ada, Deputy Secretary General of China Automobile Industry Association:

The epidemic may accelerate the reshuffle of the industry.

It can be clearly seen that this epidemic has a great impact on the automobile industry in the short and medium term. However, relying on the ability to resist market fluctuations gained over the years, mainstream car companies can take the initiative to adjust themselves, seize the possible consumption opportunities after the epidemic, and minimize the impact.

If the epidemic lasts for a long time, it will accelerate the survival of the fittest and the adjustment of industrial structure, and the expected reshuffle of the industry may come faster.

At such a critical moment, enterprises should put the health of employees at the top of their work and launch a market battle with sufficient cohesion after returning to work. At the same time, judge the situation according to local conditions, upgrade the transformation strategy firmly in the long term, adjust the business objectives and policies in the short term, further strengthen cost control and optimize marketing efficiency. At the same time, effectively reduce the pressure on dealers and implement care for users.

16? Automobile commune &; Daily car? Editor-in-Chief Wei Jinqiao:

Car companies need to be prepared? Deal with possible risks

The past 20 19 was not a "friendly" year for the global automobile industry due to the global economic slowdown, Sino-US trade, the economic conflict between South Korea and Japan, and Britain's withdrawal from the EU. But in 2020, influenced by novel coronavirus, and the above unfavorable factors still exist, the prospect may be even more pessimistic. Although the final economic loss is still lack of specific estimates, the losses caused by the whole incident to the automobile industry will far exceed the SARS epidemic in 2003.

If the epidemic situation is controlled in February, and the diffusion risk ends in March except Hubei, then the weighted impact on the automobile industry will be about 3%, and the decline of the automobile market in the first quarter will be about 20%~25%, and the annual decline is expected to be-6% ~-7%. If the epidemic situation cannot be controlled until the end of March or even the second quarter, and the weighted impact exceeds 5%, the automobile market will fall by 30%~40% in the first quarter, and the annual decline is expected to be about -9%~- 10%.

Then, in the face of such a severe situation, first of all, I hope that car companies will introduce financial policies, business policies, guarantee business and other support policies to dealers and supply chains in epidemic areas, so as to greatly reduce the inventory burden.

Secondly, car companies need to reasonably arrange production scheduling in the first half of the year according to the progress of the epidemic, especially the annual sales in 2020, which should be combined with the progress of the epidemic. In addition, car companies should be prepared for possible changes in the market.

17? Wu Weiqiang, editor-in-chief of car headlines:

Car companies passively stop? Thoughts on improving user experience

Compared with the current difficult situation, I am positive and optimistic about the impact of this epidemic. This epidemic will help car companies to stop their hasty pursuit of performance, think about and adjust their current business strategies and goals, and use their funds in places that can really enhance the user experience, so that 4S stores will become the most secure harbor that users are willing to go to, and user assets will become the company's biggest asset.

18? Xu Feng, CEO of Tian Tian Automobile:

Difficult times? Cash flow is the most important.

At present, the duration of the epidemic is critical. If it is not over by March, the overall automobile market will be at a standstill in the first half of the year. Considering psychological factors, it is a high probability event that the sales volume of the automobile market in the first half of this year fell by more than 30% year-on-year.

Faced with the huge operating pressure brought by the epidemic, the most important thing for car companies is to ensure adequate cash flow. Because there is enough food and grass for the winter, measures such as reducing production can be taken.

Talking about cars

The epidemic sweeping across the country has brought great impact and pressure to the automobile market and the operation of automobile enterprises, and the pre-judgment of senior executives and industry experts of automobile enterprises has been reached. However, from their narratives and viewpoints, we can feel their sense of hardship and the overall pattern of the country and the nation.

We believe that in the calm judgment of senior autobots, China auto market will only turn the test brought by this epidemic into an opportunity, consolidate its internal strength and make full preparations for its rapid development in the future.

At the same time, we can see that at present, all car companies will reduce the pressure on dealers and ensure the vitality of channels in the first place. Because, countless experiences in history tell us that even if the sky is going to fall, only hand in hand can improve the chances of survival. When a cold comes, you can keep warm by holding a group.

Write at the end:

Perhaps it is difficult for us to witness the sweat and tears shed by some people in the process of enterprise growth, and there are few opportunities to understand their suffering when dealing with difficulties and challenges. However, these China autobots have never stopped in the face of difficulties and obstacles, because the fearless and proud blood of this nation runs through their bodies.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.