In the first half of 2015, the growth rate of the entire Chinese auto market slowed down and sales fell, becoming the status quo of survival, and this status quo is also called the new normal.
Under the new normal, the growth rate of the previous triumph is no longer. In June, China's automobile production and sales completed 1,850,800 and 1,803,100, respectively, down 5.8% and 5.3% from the previous year. After May, it was lower than the same period last year, down 0.2% and 2.3% respectively; corporate inventories continued to rise. . In the first six months of this year, China's automobile production and sales completed 12.095 million vehicles and 11.85 million vehicles, up 2.6% and 1.4% respectively, but the monthly cumulative growth rate continued to fall.
Even the high-profile "look down" of a number of luxury brands, it is difficult to escape the decline in sales. The growth rate of BMW and Audi has dropped to single digits, and sales of Volvo and others have fallen sharply year-on-year. What followed was that the entire luxury car market was under pressure from prices, and various luxury models were greatly discounted. Dealer inventory is getting higher and higher, and they have to sell cars in the form of price inversion. Their profit margins have been squeezed again and again, and their survival has become increasingly difficult. As a result, many dealers are very dissatisfied, and they do not cooperate with the work and openly resist the situation of the mainframe.
SUVs are heating up in the domestic auto market, which models are the most popular, non-SUV models. Regardless of the joint venture brand or the independent brand, almost all follow the law of “every SUV must fireâ€. In order to seize this market, car companies have begun to expand their production capacity or adjust their production lines, hoping to gain a larger share in this high-growth market segment. Judging from the current domestic automobile market production and sales trends, the scene of the SUV market will continue.
Many people were taken aback by the explosive performance of new energy vehicles. Following the record sales of nearly 75,000 vehicles last year, this year's growth momentum is even stronger. In the first half of the year, the production and sales of new energy vehicles were 76,223 and 72,711, respectively, an increase of 2.5 times and 2.4 times. The explosive growth of new energy vehicles is related to the introduction of a number of support policies. According to the current trend, this year's new energy vehicles are expected to achieve production and sales of 150,000 to 200,000 units.
Officials fell in April, a public official price reduction declaration by Shanghai Volkswagen, which opened the car dealers of the entire Chinese auto market. Subsequently, Changan Ford, Beijing Hyundai, FAW-Volkswagen, and SAIC passenger cars also joined the ranks of officials, with a general decline of more than 10,000 yuan. Shanghai GM followed suit in a month, and the price of its 40 models dropped from 10,000 to 539,000 yuan. Another month later, the Great Wall, where prices have always been strong, also announced the launch of cash incentives for its various SUV models. Shortly thereafter, Jaguar Land Rover announced that its first domestic car Range Rover Aurora officially dropped 30,000-50,000 yuan; Dongfeng Yueda Kia launched a discount on all-car models, including a lion running model that dropped 40,000 yuan and the K5 model went straight down. Starting from 10,000 yuan, you can also enjoy the car-free tax policy for all car models.
Although the automakers have said that the official drop is to make profits or give back to consumers, in the context of slowing growth and declining sales, the intention behind them is much the same – attracting consumers in the form of official price cuts, inciting market sales growth. The reality it reflects is the same – the status quo of the car market that is not optimistic this year. The emergence of the battle of official landing is also a manifestation of the competition between the car and the enterprise. The price war has risen from the original dealer level to the car enterprise level.
Internet +
This year, Premier Li Keqiang first proposed in the "Government Work Report" to develop an "Internet +" action plan to promote the integration of mobile Internet, cloud computing, big data, and the Internet of Things with modern manufacturing.
Under the impetus of “Internet +â€, the automobile industry is also exploring new models, and more and more new formats are emerging. For example, in the field of vehicle manufacturing, in addition to the traditional car manufacturers, there are now many keen IT companies to join in: LeTV announced that it will cooperate with BAIC to build a "super car"; Alibaba will set up a car division, and will also involve vehicle manufacturing in the future. In terms of car driving and intelligent systems, technologies such as driverless driving are the products that will be born after the cooperation between the Internet and car companies. These not only bring a better development direction for car companies and the Internet, but also bring consumers unlimited imagination for the future development of automobiles.
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.
According to incomplete statistics, in the first half of this year, 87 car executives have changed their positions, up by nearly 20% from 73 in the first half of last year.
Among them, promotion, resignation, transfer, and job changers are available. The two major automakers of FAW and Dongfeng are the most concerned about the industry; Nissan's two major joint venture brands have the largest number of personnel adjustments, involving seven job changes. In addition, there are five positions in BMW Brilliance, and there are four personnel changes in Changan Peugeot Citroen DS Brand Division and Shanghai GM respectively. Just a few days ago, there was new news in the car circle, such as the departure of Jaguar Land Rover China’s head Gao Bo, and Zheng Jie, general manager of GAC Fiat Chrysler Sales Company. When the automobile industry urgently needs to adjust and innovate, the adjustment of the management personnel of the automobile enterprises is undoubtedly an expression of actively seeking change in order to adapt to the market.
There are also many people who say goodbye to tradition and embrace entrepreneurs. Lu Zhengyu, general manager of Infiniti China, served as vice president of LeTV Supercar (China) Co., Ltd.; Shen Hui, chairman of Volvo China, became co-founder and CEO of Botai Group. To a certain extent, this also reflects the changes in the pattern of the automobile market and the future trend. In the future, there may be more autos in the traditional auto industry turning to the entrepreneurial army.
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.
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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