When e-commerce is still fighting for price wars, the car dealers are somewhat unstoppable when they want to put their opponents to death. On August 14, the Beijing Asian Games Village Auto Trading Market (hereinafter referred to as the Asian Market) released the latest index. In August, the Beijing auto market price increase index showed a significant increase, and the index recovered to 19.03, which is the highest monthly price increase index since this year.
"The change in the relevant index indicates that after August, the car sales price that has been continuously declining sharply may rebound in the month." Minister of the Asian City Business Center Guo Wei predicted at the briefing of the day that "the dealer is After continuous loss sales, it has been unable to maintain the current low price loss sales, and the price increase expectations have increased significantly."
This is the first time that the price increase index has rebounded since the beginning of this year. In the past seven months, the index has basically smashed around 12 o'clock. In the survey, Guo Wei found that 19.67% of auto dealers in August expected the auto market price to rise. This figure has increased by 13.34 percentage points from July.
Price has no space to drop
As the bottom month of the off-season in the past year, in July this year, the experience of domestic car dealers was particularly fierce. Affected by multiple factors such as high inventory and the willingness of consumers to buy cars, the price wars initiated by major auto companies and dealers hit the middle of the year from the beginning of the year. Passenger car prices have fallen for several consecutive months, and the car price in July has been a high diving.
According to data from the National Development and Reform Commission's Price Monitoring Center, the price of cars in July fell by 0.1% month-on-month and 1.62% year-on-year. The SUV and micro-face prices fell by 0.28% and 0.25% respectively from the previous month, down 2.73% and 3.40% year-on-year.
This downward trend in prices affected all segments of the auto market almost in July. The imported car market, which is the first to launch a price war, is still expanding further due to high inventory pressure. According to the data provided by Zhongjin Automobile Trade, the total market price of imported cars in July was 74,228 yuan, and the preferential amount increased by 5,454 yuan.
"The sales pressure of imported car dealers is still obvious. The proportion of dealers who need to increase sales and reserve sales continues to decline." Guo Wei told reporters that the index of imported car models in August has dropped to 3.69, which is lower than domestic cars for five consecutive months. The model is tight.
In the luxury car market headed by the top three Germans, the market promotion in July was unprecedented. According to a survey conducted by the online automobile market research department, in July, the price indices of Mercedes-Benz E-Class and BMW 5 Series dropped by 1% and 1.5% respectively, and the price reduction range was around 50,000-100,000 yuan. Last year, buying a BMW 5 Series also required a price increase to buy a car.
In the highly competitive mid- to high-end car market, the price war was particularly fierce. After several months of adjustment, the retail price of the car terminal showed a new round of decline in July. Such a discounted price of 30,000 yuan in the Accord, Tianzhu, K5 and the eighth-generation Sonata and other models, the price cuts increased by several thousand dollars. The relatively tight German cars, New Passat, Magotan, etc., also showed a discount of 10,000 yuan in cash.
The small car market was affected by the 8th batch of energy-saving subsidy model policies newly issued by the state, and some of the subsidized model prices fell, which also drove the overall decline in the price of the model. In addition to Jing Rui, Carnival car prices rose about 0.4%, the prices of other hot models are falling.
"In July this year, the overall price concession rate of domestically produced vehicles has exceeded the level of the same period last year. Now the price of most models on the market has already bottomed out, and there is basically no space to drop." Yan Jinghui, deputy general manager of Asia City, said that due to inventory pressure, Dealers who are eager to sell cars will do their best in cash flow or maintenance.
Especially in the Beijing market, as the Beijing V emission standard will be implemented in October at the latest, some dealers have begun to plan to increase the promotion of the national VI model. Yan Jinghui revealed that the Qing Dynasty tide of the National VI model has started in late July.
Dealer inventory rate dropped by 20%
With the approach of “Golden September and Silver 10â€, car dealers and car dealers who have been suffering for half a year are gradually reversing the price concessions. “Now the dealer’s sales confidence index and earnings confidence index are obviously on the rise.†Guo Wei found in the survey that the sales confidence index of auto dealers in August was -35.08, an increase of 10.24 from the previous month.
The change is not only the expectations of car dealers for the market. Inventory problems that have been suppressed for dealers for a long time have begun to ease in August. In the survey, the Asian city found that after entering August, dealer inventory pressure began to improve, indicating that the proportion of dealers with excessive stocks has dropped from 54.43% in July to 39.34%.
“Especially domestic car dealers, after the painful July, the car companies began to take various measures to promote inventory clearance in August, which has reduced the proportion of domestic car dealers reflecting excessive inventory from the previous 42.1%. 22.22%, inventory pressure has improved significantly." Guo Wei said.
In the imported car market, the sales indicators set by China by multinational car companies have not changed, so the situation of imported car inventory is still not improving significantly, indicating that the proportion of imported car dealers with excessive inventory is still above 50%. However, this did not change the expectations of the imported car dealers for the autumn car market.
"24.24% of dealers are bullish on imported car prices in August, which is up nearly 15% higher than in July." Guo Wei revealed that some imported car dealers have begun to gradually reduce the price concessions.
However, consumers' intention to buy a car obviously does not meet the expectations of dealers and car companies. According to the data of the Asian city, the consumer purchase intention index in August was only 0.21 higher than that in July, and it is still below the average of the index this year. The proportion of consumers who expressed their willingness to purchase a car in the next month was only 16.5%, much lower than the 30.5% at the beginning of the year.
Guo Wei believes that with the recent rebound in car prices, consumers are expected to break the trend of further auto market prices. However, from the current point of view, dealers and consumers are still in a state of game, and the market outlook is not clear.
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