Judging from the sales targets announced by major mini-vehicle manufacturers in 2011, the total sales volume of domestic mini-vehicles is about 3.5 million. However, based on actual sales of mini-vehicles in recent months, the actual demand for mini-vehicles in 2011 is expected to be only 2.5 million. This means that there is a gap of about 1 million vehicles between the target and the actual. The price reduction campaigns of major mini-vehicle companies followed one wave, and price wars hit the ground.
The market is sluggish, mini vehicles are expected to have 1 million gaps
Some Wuling dealers received a notice from SAIC-GM-Wuling's manufacturer. The unfinished business startup activities were immediately halted, and special price storms with greater preferential prices were implemented from now on. This notice made micro-vehicle dealers increasingly aware of the severe market situation: Wuling's consistent sales strategy is to win quality and seldom use price incentives to drive sales. However, the situation in 2011 is very different.
In the past few years, the domestic mini-vehicle market was very prosperous, especially Wuling. The production line was running at full capacity and the production capacity could not keep up with the market demand. There was no way to talk about price reductions. However, with the gradual exit of various consumer policies such as automobile going to the countryside, the commercial vehicle market has gradually turned cold, shifting from high-speed growth to flat growth, and showing a trend of falling month by month.
Among them, the commercial vehicle market reacted particularly strongly, with the production and sales volume of commercial vehicles falling by 6.07% and 3.67% year-on-year, and the pressure on commercial vehicles in the second half of 2011 was greater than that of passenger vehicles. The industry insiders analyzed the sales of mini-vehicles in the first half of 2011. It is predicted that the actual demand of the mini vehicle market in 2011 will be only about 2.5 million vehicles.
In stark contrast to the non-available market, the sales targets for 2011, including SAIC-GM-Wuling, Chang'an, Dongfeng Xiaokang, Chery, Lifan, BAIC, Haima, and Goo, together add up to approximately There are 3.5 million vehicles, including 1.30 million SAIC-GM-Wuling, and the gap between target and sales forecast is as high as 1 million. This means that many mini-commercial vehicle manufacturers do not achieve their goals, and even some weaker commercial vehicle manufacturers are likely to be eliminated.
Wuling shot, the price war is about to heat up
The huge drop makes all the mini car companies feel cold. In the first half of 2011, Wuling, Changan, and Dongfeng Xiaokang took turns to introduce preferential policies. In the past two months, Changan Micro-car has launched a series of discounts for its 30,000-million China IV model. The Chang'an Star 2C system of the country’s fourth-generation emission system is priced at RMB 2,000; the Chang’an Star 6363 State-owned four-wheel vehicle is RMB 28.88 million; the Chang’an Star 2 Premium Edition is sold for RMB 29,999,000 in the Southwest Region; and the Dongfeng Xiaokang K17 National’s Third Edition is also reported at RMB 27,700. The low price of Yuan, according to the salesman, said there is a discount on this price.
Wuling, which had never used price measures before, immediately followed suit, following the policies of Chang'an and Dongfeng Xiaokang, and launched entrepreneurial assistance activities. The activity was implemented only for two months. From July 20, 2011, the best-selling main models for Wuling Zhiguang and Wuling Rongguang were launched, and special price storms with more preferential and more favorable models were launched. It is understood that some Wuling 4S stores in the original price of 33,300 yuan Wulingzhiguang even during the event only sold 27,800 yuan, a decline of nearly 20%, Wuling 2011 half of the task has been completed, but to complete the annual goals, the task is still very heavy.
Although Changan and Dongfeng Xiaokang have not yet responded to the Wuling Special Storm event, industry insiders have analyzed that Wuling, the highest-priced one, has pulled its price lower than Changan and is almost at the same level as Dongfeng Xiaokang. Changan and Dongfeng Xiaokang are not possible. Unmoved, domestic mini-vehicle market price war has been explosive.
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