“recently, a lot of cars have gone down!” the market has already gone through a price-promoting war before it arrives. In the past few days, journalists have visited north-west motor city in lanzhou as car buyers and contacted a number of 4s shops to learn that, as in a number of front-line cities, there are substantial preferential promotions in the shanghai market for the public, for the public at large, for modern beijing, for the long-arnford brands. "it's all real money and silver." like polo, the drop was 80-10, and like audia3, the drop was 20,000. In addition to this, a number of businesses, in addition to a direct drop in cash, have a variety of preferential gifts, such as membranes and foot mats. The overall margin of preference is relatively large, ranging from 5 per cent to 10 per cent, which is indeed “an advance `price' to the car show”。
Symptoms: you chase me, and the car goes up and down
On 5 april, the shanghai public announced a concession of zero interest rate credit for all cars under the flag, while polo and transport prices were up to $10,000, while travel and pasat offered a maximum of $10,000, with a maximum of $8,000, and other types of vehicles with varying degrees of preference。
On 10 april, chang anfort claimed that by the end of the month, the full acquisition tax would have been provided in the form of a car-type grant for a new fox vehicle insurance premium of $4999, in addition to a two-year zero interest rate on the wings。
Following up on beijing, beijing announced a two-year interest-free policy for most of the product loans under the flag, and a three-year interest-free policy for sonata, the new market。
On 13 april, the public launched a “all-round expediency event”, claiming that, by 30 june, any type of car purchased at an authorized dealership would be entitled to a one-year insurance premium at a premium of up to $7,800, depending on the region and type of vehicle。
On 17 april, it was officially announced in a car that the brands of the vives and the mgs had been reduced by nearly ten thousand dollars to guide the car industry. This time, 29 car types were involved, including 950 directly down by 20,000 yuan。
Data: growth in car sales has continued to slow
According to the national statistical office, china's car industry performance index declined in the first quarter of 2015 compared to the previous quarter, and overall growth in the car industry slowed. Of these, growth in car sales has continued to slow。
At the same time, a survey published by the chinese association for the circulation of automobile vehicles on the china stock alert index showed that in march, the dealer's stock alert index stood at 67. 5 per cent, an increase of 16. 6 per cent over the previous month, still above the alert level and at a new high since 2014. Under these circumstances, even the shanghai population, which has won three consecutive months of a single quarter of the year to win sales in the car market, has seen sales decline。
The cumulative sales volume in the first quarter of this year was approximately 46. 17 million vehicles, compared to 51. 24 million in the first quarter of 2014, a decline of nearly 10 per cent over the same period. In the first quarter of this year, beijing's modern sales amounted to 279. 9 million, a decrease of 1. 51 per cent over the same period。
Market: early entry of cars into car show mode
Many citizens feel the same way, with several new cars coming out of the neighborhood overnight. Statistics show that by the end of 2014, the entire population of lanzhou had a stock of 618,000 cars, an increase of 21. 16 per cent over the end of the previous year. Of these, 26. 25 million cars, representing an increase of 22. 65 per cent, and 976 million newly registered vehicles, representing an increase of 36. 1 per cent in 2014. Despite this, distributors are still under considerable pressure, as competition among brands has become more competitive and consumers have become increasingly rational in purchasing cars, making price reductions inevitable。
“like the Audi A3 comfort model, the original price is over 250,000, and now it's down by 20,000, and more than 230,000 can drive home.” ms. Wang, who was watching the car, said that she had heard news of the recent drop in the price of the car, and would like to see it soon. She stated that the apparent audi could also make a loan, with a two-year interest-free loan from the manufacturer, with a down payment of 60 per cent plus insurance, purchase tax, etc., and more than 170,000 could go home. "it's still not a good deal, like the old dress." in ms. Wang's view, whatever the preference, the most desirable is still a direct price reduction for “gold and true”。
Many shops in northwestern motor city have already put down the price reduction signs, and the slogans “car show forward `prices' to'”, “down to xxx$” have indeed attracted many consumers. Several brand-state distributors told journalists that the market price reduction has now become inevitable. “the margin of preference is greater.” the sales consultant, xiao yu, said that once the news of a drop in the price of the car came to light, “the number of people watching the car has increased significantly.” despite the recent increase in car watchers, the nearness of the car show has led to the emergence of consumer currency waiters. "in fact, the concessions are the same as at the car show." xiao-e stated that, while there might be some activities such as drawing prizes at the car show, because of the high traffic, sales consultants were often unable to be more thorough and thoughtful in presenting all aspects of the vehicle to their customers。
For consumers, however, in addition to a direct drop in prices, what is most desirable is a longer period of warranty, a substantial reduction in maintenance costs for 4s, etc。
Conjecture: middle-class car grabs the market share of low-end cars
In the past, some models had been subject to price increases, but recently all had been branded “lower prices, concessions, group purchases, promotions”. To this end, journalists interviewed the drazen information analyst, sun bien。
“the sale of reduced prices is primarily about marketing.” according to sun, from past year data on car sales, domestic car sales have shown a downward trend from 2010 to the present, increasing by 5. 26 per cent from january to march 2015, 2 per cent from the previous year, 3. 9 per cent from the previous year. In recent years, there has been an increase in the discrepancies in data on domestic automobile production and distribution, with data showing that there are currently at least 2 million (including imports) in the domestic automobile market, a significant figure for the current domestic market, equivalent to one full month of production for all domestic automobile producers. It is conservatively estimated that, if calculated at $100,000 per vehicle, the market value of the vehicles in stock would be $200 billion, the funds consumed therein and the impact pressure of the digestion of existing production are self-evident. But if the new funds are not developed, they will lose part of their market share and evolve into a vicious circle of increased financial chain pressure。
According to the car sales strategy, all those who have bought a car know that the car with the budget target of $100,000 must end up in excess of $100,000. By contrast, higher-visibility, more expensive targets and less sensitive pressures have been experienced, while lower prices for high-end vehicles have taken over the market share of medium-end vehicles, which has become the norm in the automobile sales industry. “whoever has the money to return quickly has the hope of winning the car industry and becoming its leader.” according to sun, this is also one of the main reasons why cars are playing down。
In addition, domestic overall automobile market prices have shown a downward trend in recent years, closely linked to the rapid growth of domestic autonomous brands. In 2014, 7,573. 3 million cars were sold by autonomous domestic brands, with a market occupancy rate of 38. 4 per cent, an increase of 1. 3 million compared to 2010, and a 7 per cent reduction in market share, as a result of the rapid growth of autonomous domestic brands, with low prices taking over the market and pushing down joint brands。
The future: the car companies are not losing money, the price drops are still a big trend
On the question of whether the sharp drop in the price of the car market bodes well for the loss of the car, sun ying made a debt for the consumer。
The cost of an autonomous brand vehicle of $100,000 consists mainly of taxes, profits from production companies, profits from 4s stores and costs of raw materials. A. Taxes equivalent to around 40 per cent of the cost of a car (including excise tax (3-5 per cent), value added tax (17 per cent), education surcharge, city building tax, etc., of which excise tax is charged at a charge rate of 3-5 per cent and less than 1. 6 litres; b. Production company's profit of $10,000, or 10 per cent of the cost of a car; c. Sales company's cost and profits of $70-12 million, or 7-12 per cent of the cost of a car (including sales costs, advertising, 4s store profits, etc.); and d. Raw materials costs of approximately $35,000-40,000. That is between 35 and 40 per cent of the car price。
The difference between a $200,000 joint-venture brand car and an autonomous brand car is that china is required to pay foreign technology transfer fees of about 5 to 10 per cent of the cost of the car. A. Taxes of approximately $80,000, or about 40 per cent of the cost of the car; b. Producing companies ' profits of $20,000, or 10 per cent of the cost of the car; c. Marketing companies ' costs and profits of $14,000, or 7 per cent of the cost of the car; d. Raw materials costs of $50,000-$50,000, or 25-35 per cent of the cost of the car; e. Technology transfer costs of $10,000, or 10 per cent of the cost of the car
The above costs are borne by auto-producing and car-sale enterprises, whether they are autonomous or jointly owned, and are transferred to consumers when the final consumer buys the car, who pay an additional 10 per cent of the purchase tax on the car price。
As a result of the large decline in most commodities in the last year, in which steel, rubber and plastics all fell by more than or close to 30 per cent, the cost of raw materials for autonomous brands was estimated at 30 per cent, i. E., $112,000, while the cost of raw materials for jointly financed vehicles fell by about $15 to $21,000, close to the margin of the car market, which would still guarantee the profits of the vehicle's production and sale chain, and if the margin of preference continued to increase, it would really be for the car manufacturer to promote the sale。
“in the light of current industry trends, the price and position of automobiles should be the constant downward trend.” according to sun ying, individual periods, individual models may be tense, requiring pre-arranged or up-to-date prices, which should be temporary. The general price reduction for cars that began at the beginning of april this year is a normal market trend, which is good news for a large number of car owners, with higher target prices, more selective models, and a small luxury. A reporter from the lanzhou evening
