The first-tier cities represented by car dealers fleeing from “Northern Shangguang†have been the focus of attention. Especially after many cities have begun to implement restrictions on purchases and licensing, the market space and operational capabilities of dealers have been squeezed, survived and developed. Encountered a bottleneck.
Survival pressure is huge, joint ventures and autonomous
The 4S shop in Audi, located in the South Third Ring Road of Beijing, officially announced the closure. Since the end of 2013, the 4S shop has had to look for a “new address†because of the demolition of the site. However, half a year has passed, and the suitable new site is still late. Can't find it.
"Please press 1 for sales consultation, 2 for scheduled maintenance, and 3 for spare parts consultation." China Economic Net reporter has repeatedly dialed the service number of the Audi 4S store, and can also hear the announcement of non-human voice service. "Manual service" will no longer answer.
The former Beijing Auto Repair Factory No. 1, a salesman of the Audi 4S shop in the Huaruigou No. 2 Borui Automobile Park told the reporter: It was originally the owner of the Audi 4S shop in the South Third Ring Road, and some even worked hard to drive here. Maintenance service. "They often say that they buy a car and get a reliable 4S shop. Once there is a change, it will run far in the future."
In fact, the Audi 4S store in Beijing's South Third Ring Road is a highly qualified dealer and has won the FAW-Volkswagen-Audi North District sales single store champion. A rather senior dealer said jokingly: This 4S shop has cultivated a lot of marketing talents, and now is a good opportunity to dig corners. It is understood that within the scope of Beijing's Fifth Ring Road, if you operate a 4S shop of the same size Audi brand, the cost including land cost is called “high priceâ€.
Coincidentally, in the Beichen Asian Games Village Auto Trading Market, known as the “Barometer of Beijing Cityâ€, a veteran Chery dealer who has been in operation for more than 10 years announced his withdrawal. As the only distributor of Chery in Beijing, once it retired, it even announced the fate of Chery's exit from the Beijing market.
The reporter from China Economic Net tried to contact Huang Huaqiong, the general manager of Chery Marketing, but the latter did not answer the phone. From the feedback of Huang Huaqiong's public interview: "This interpretation is obviously one-sided and excessive. Since last year, Chery has sorted out and adjusted the network. There are historical reasons, so there is a merger process now."
Such an answer seems to have the suspicion of "playing Tai Chi" and gives a direct answer to the "back to the net". In fact, many discerning people can give the most direct answer: survival is not guaranteed, can't do it!
According to the automobile production and sales data released by China Association of Automobile Manufacturers in May, the sales of self-owned brand passenger vehicles was 580,600, a decrease of 2.72% from the previous month, accounting for 36.51% of the total sales of passenger vehicles. The occupancy rate decreased by 0.58 percentage points from the previous month. It fell by 2.92 percentage points in the same period last year.
Since September last year, the market share of self-owned brands has increased and decreased in a single month, but the data has been declining year-on-year. The overall trend has continued for 9 months, and the situation is not optimistic. According to the China Association of Automobile Manufacturers, Chery Automobile sold 181,100 units in the first five months of this year, down 10% from the same period of last year. Geely Automobile's total sales volume in January-April was 90,400 units, down 36.5% year-on-year.
Operating costs remain high, inventory pressures such as mansions in the back
The first-tier cities represented by car dealers fleeing from “Northern Shangguang†have been the focus of attention. Especially after many cities have begun to implement restrictions on purchases and licensing, the market space and operational capabilities of dealers have been squeezed, survived and developed. Encountered a bottleneck.
In fact, long before the automobile industry chain encountered bottlenecks, more entrepreneurial small and micro enterprises, especially IT-based innovative enterprises, have moved to second- and third-tier cities to reduce their costs, improve the environment, and enhance their competitiveness. In 2011, a number of e-commerce websites and service call centers moved their corporate headquarters to second-tier cities such as Chengdu, Wuhan, and Changsha. At the time, it was reported that among the surrounding entrepreneurs, 6 out of 10 were from Beishangguangshen. From these cities, staff salaries, office rents, and operating expenses have all fallen sharply.
Focusing on auto dealers, the data shows that the market share of the Beijing region has accounted for 5% of the total national automobile sales before the purchase restriction. At the same time, because the market is representative and the demonstration effect is obvious, the auto companies have laid out the “North China business†here. Ministry or "Beijing-Tianjin-Mongolia". However, in recent years, with the changes in the market structure, the market structure of first-tier cities represented by Beijing is changing.
Data from the National Information Center: Since 2011, the total sales of the four major independent brands in the North, Shanghai, and Guangxi have fallen by more than 20% year-on-year, and the contribution rate has dropped from 10.9% in 2011 to 7.6%. In the first five months of this year, the contribution rate of these three places further dropped slightly to 8.5%.
Xu Changming, director of the Information Resource Development Department of the National Information Center, once pointed out that from the perspective of the country's overall automobile consumption, the growth rate of consumer demand has changed in the past two years. According to the laws of foreign development and the current stage of economic development, the rapid growth of China's automobile market in the past decade has mainly been brought about by first-tier cities. The future growth will mainly depend on second- and third-tier cities. If the national average growth is 10%, the growth rate of second- and third-tier cities will reach 15-20%.
When visiting the Beijing auto dealers, the China Economic Net reporter also found that even the Mercedes-Benz, BMW and Audi brands with strong brand premium ability in the C-class car field, due to "market weakness", the price is loose: Beijing Benz E-class The Audi A6l and the BMW Brilliance 5 Series all have a 6-8% price discount, and individual products even reach 10%.
The report released by the China Automobile Dealers Association shows that inventory, labor costs and restrictions have become three negative factors in the development of dealers. High stocks have led to tighter dealer funds and even net withdrawals. In the same period last year, the dealer satisfaction index was only 67.6%. The survey showed that the dealership stores with an average inventory of more than 1.5 months exceeded 85%, and the living environment of the automobile distribution industry was severe.
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