Half of the auto market has passed this year, but the vast majority of passenger car companies are worried about the "secondary exam" transcript. Market participants believe that companies that have not completed sales tasks in the first half of the year will surely adopt more aggressive market strategies in the second half of the year.
This means that the dealers who have been overwhelmed by stock pressure have only just begun.
The sluggish market and slowing down of the auto market have made most auto companies unable to complete the sales targets set last year.
According to a survey conducted by Gasgoo, in the first half of the year, of the 24 major passenger car companies in China, only three companies, namely Dongfeng Passenger Vehicle, Shanghai General Motors, and FAW-Volkswagen, have completed half of their annual sales targets.
Shanghai Volkswagen, Geely Automobile, FAW Toyota, Great Wall Motors, Beijing Hyundai, Dongfeng Yueda Kia, Dongfeng Nissan, Dongfeng Liuzhou and Shanghai Auto all reached 9 goals, and the completion rate was between 45% and 50%. The completion rate of FAW's own brands and Beijing Benz is below 30%.
Independent brands are still the hardest-hit areas. The relatively good sales of Great Wall Motor sold 279,300 units in the first half of the year, an increase of 17% year-on-year, but the completion rate was only 46.6% compared with the target of 600,000 units in the whole year.
Geely Automobile sold 232,200 units in the first half of the year, an increase of approximately 4.2% year-on-year, and completed 48.5% of the annual sales target of 460,000 units. The situation of the remaining self-owned brand car enterprises is even more worrying. According to the statistics from the China Association of Automobile Manufacturers (CATA), in the first half of the year, none of the top ten car sales rankings were self-owned brand products; of the top ten car manufacturers, Geely was 21.66. The sales of 10,000 cars ranked seventh, and Chery ranked tenth with 213,300.
The share of self-owned brand passenger cars continues to decline. This should be the worst year in the automotive market in recent years. As we all know, the wholesale statistics of manufacturers are better than the actual market conditions. According to statistics from the China Automobile Association, in the first half of this year, Chinaâ€™s auto sales increased by 2.93% year-on-year, and the overall sales growth of less than 3 percentage points means that the end market has been negatively increasing. edge.
Dong Yang, deputy chairman of China Automobile Association, was even more bold in forecasting at the monthly information meeting held on the 11th of this month. The self-owned brand will hardly change in the second half of the year or even 2-3 years in the future. It may be about half of its own brands in the next 3 to 5 years. The car can't survive.
"Compared with global brands, domestic brands have weaker brand image and R&D capabilities. Therefore, it is inevitable that the market share of independent brands will further decline," Dong Yang said.
Over half of the time, sales did not complete half. According to normal logic, car companies will have adjustments from the inside out in the second half of the year in terms of business policies, production scheduling, spare parts procurement and R&D investment, but from the current According to the situation held by a reporter of the Financial Times, this is not the case.
In addition to the Dongfeng Peugeot initiative to reduce the annual sales target, from the original planned 240,000 down to 230,000, the vast majority of car prices and there is no plan to adjust the annual sales target.
According to a person from marketing department of a Korean-based joint venture company, under normal circumstances, it will be normal to complete about 40% of annual sales in the first half of the year, and market demand will be better in the second half of the year than in the first half of the year. Therefore, there is no need to modify the target.
Not only that, but more auto companies have also raised their sales targets. At the beginning of July, Dongfeng Honda announced that its sales target will be adjusted from 320,000 units set at the beginning of the year to 340,000 units.
In this regard, the industry expects that due to unsatisfactory results in the first half of the year, most companies bet on the second half of the year, coupled with the continuous expansion of production capacity, the price war is irresistible, the competition will be even more fierce in the second half.
Dealer pressure increased sharply. "Our inventory has reached the limit, the basic purchase, and this year has been a loss." Yesterday, a certain brand distributor in Beijing to the newspaper reporter dumped.
As the luxury car dealers with the strongest profitability in the past began to lose money, the national car market has entered a real freezing period.
Luo Lei, deputy secretary-general of the China Automobile Dealers Association, frankly stated that automobile manufacturers have to transfer pressure to dealers in order to complete half-year sales tasks. Therefore, the increase in the wholesale volume of manufacturers is not a reflection of the real market.
The reporter learned that many brand dealers have reported to the circulation associations that the manufacturers maliciously pressed the library and asked the association to expose it. At present, the China Automobile Dealers Association is also tracking the inventory of dealers across the country. The results show that in addition to the very best-selling car brands, the vast majority of mainstream car brands in China have different levels of press activities, and some of them have better inventory ratios. Has already crossed the cordon of 1.5.
In the first half of the year, under the trend of weak market demand, most dealers had already started price wars in order to reduce inventory and complete sales tasks. However, it is very depressing for distributors that the practice of letting Libao sell sales has made the behavior of manufacturers press warehouses even worse. Moreover, the price reduction directly leads to a decline in profitability.
In fact, the negative effect of the loosening of the auto market price has spread to upstream vehicle manufacturers. FAW Cars and Dongfeng Motorâ€™s recently announced mid-year results announcements both show a sharp drop in net profit in the first half of the year. Dongfeng Motor expects net profit in the first half of the year to drop by 60% to 70%. FAW Car expects to lose 45 million to 75 million yuan in the first half of the year.
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