Not long ago, Mr. Luo, the owner of Shenzhen Fiat, went to the Guangqi Fiat Shenzhen Juncheng store in Luohu to repair and repair his car, but found that the Fiat 4S shop closed down.
In fact, the Chinese auto market has not been "taiping" recently. Because the sales are not smooth, the car brand 4S shop is in a dilemma, and the phenomenon of retiring the store has begun to become a trend: some brand 4S stores have seen a large area of ​​open-air storage of new cars; Henan Yongxin Group with 17 4S stores has been exposed to the capital chain break, the boss "runs the road" "The storefronts are all closed down; Fiat 4S stores are closed one after another; FAW Toyota 90% of dealers lose money...
There are indications that China's current car sales have dropped to the lowest level in recent years.
According to the latest data of China Association of Automobile Manufacturers, in the first four months of this year, the production and sales of automobiles were 8,280,800 and 8,144,800, an increase of 4.12% and 2.77%, a decrease of 1.14 percentage points and 1.13 percentage points from the first quarter, and a decrease of 4.87 from the same period of the previous year. Percentage points and 6.30 percentage points.
It is worth mentioning that in the first four months, the production and sales of basic passenger cars (sedans) were 4,082,000 and 4,035,700, down 0.54% and 2.67% year-on-year. In April, the production and sales of cars were 967,500 and 932,200. It fell by 13.77% and 13.13%, down 8.83% and 9.63% year-on-year.
Regarding the current situation of the depression in the automobile market, Ming Shidao’s advisory director Feng Shiming said in an interview with the “Economic Information Daily†that because of the economic slowdown, the purchasing power of consumers has declined. In 2008, there was a similar trend, but "4 trillion", exemption from taxation, national energy-saving subsidies and other strong incentives, artificially pulled the car market. Now that seven years have passed, the Chinese auto market has shifted from the incremental market to the stock market, and the response to the policy stimulus has not been so strong.
Many people in the industry believe that the slowdown in sales growth is a signal that the Chinese auto market has entered a new normal.
Dong Yang, executive vice president and secretary general of China Association of Automobile Manufacturers, said at the China Automotive Forum this year that the average speed of China's automobile production and sales growth in 2000-2001 was an astonishing 24%, and the average production and sales of Chinese automobiles from 2010 to 2014. The growth rate is 7%, which indicates that China's auto industry has entered a medium-to-high-speed growth stage from the high-speed growth stage.
Dong Yang said that since the automobile is the pillar industry of the national economy, the Chinese automobile industry has the responsibility and task of stimulating the development of the national economy for a long time from now to the future. Therefore, the growth rate of China's auto industry's output value, sales, and added value should be higher than the growth rate of the gross national product, which is also an important feature of the new normal of the automobile industry.
However, the current growth rate of the automobile industry is not as good as GDP growth, and the sales of passenger cars have not reached the 8% growth expected in the industry. The winter of the car market seems to have come, which makes many 4S shop operators start thinking about how to survive.
Take Toyota, the world's No. 1 automaker, as an example. Whether it is brand awareness and quality, sales volume and social ownership are among the top in China and even in the global auto market. The days are just as bad. According to Song Tao, director of the China Automobile Dealers Association, 95% of FAW Toyota's 523 dealers are losing money, and 10% of dealers are ready to withdraw.
The same is true for the luxury car brand BMW. Recently, BMW dealers have advertised “the lowest 60% discount†in Chengdu despite the private pleading of manufacturers. The dealer said that this is only for survival.
In this regard, Feng Shiming said, "Even BMW dealers can play 40% off, you can imagine the survival of other brands of 4S stores."
According to the news provided by Cheju.com, BMW China and BMW Brilliance recently announced that they will lower their target for the second quarter. The dealers only need to complete the 85% target and receive the number of bicycles. On the one hand, the sales target is decreasing. On the other hand, because of the high inventory pressure, the dealers have to sell the car at a loss.
The pressure of inventory can almost determine the life and death of a 4S shop. Due to the high cost of building a store, many dealers rely on borrowing for the day, the land is leased, the store is invested by bank loans, and the mortgage certificate loan continues to be turned after the car is purchased. The new store has low anti-risk ability. Because there is no accumulation, the profit source is single. If the new car is slightly squeezed, it will cause huge losses.
But the problem now is that some dealers in BMW often stock hundreds of units and can’t sell them. Based on the average bicycle price of 500,000, the dealer’s capital will reach hundreds of millions of yuan. If the acceptance bill is used, The bank interest paid by the 4S shop in one month can be as high as nearly 20 million yuan. This has resulted in a BMW 5 Series car now, and the 4S shop sells even if it loses 3 points. The other models are similar, and only a few models have a small profit.
And BMW is not the most injured company. Feng Shiming said that this round of decline has affected almost all brands in the market. Among the joint ventures, the public is most affected. According to the data of Hong Kong Shengbo, the Volkswagen Group’s market share in China in the first quarter of 2015 plummeted. To 18.0%, and the market share in 2014 was 21.3%, which is equivalent to losing all market share of a self-owned brand during this time.
Shi Jianhua, deputy secretary-general of the China Association of Automobile Manufacturers, said that because China's economy is slowing down, investment, consumption, and exports are not very strong. This year's auto industry will not be the same as in previous years, although the demand is still not weakened, but this year's first quarter. Sales are far lower than previous forecasts, so it can almost be said that the growth rate of the auto industry this year will certainly not be 7%, and a 5% can be a good result.
For the market outlook, the company is also actively preparing for countermeasures. Dongfeng Passenger Vehicle General Manager Li Chunrong told the Economic Information Daily that the overall market of China's auto industry has been separated from the high growth stage since 2011. This is the pressure on emerging companies. Very large, especially for Chinese brands, in such a big environment, almost all losses. The practice of Dongfeng in the depression is to increase the cost of e-commerce and strengthen cooperation with the Internet, hoping to open up an effective breakthrough path.
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