The anti-monopoly investigation of continuous fermentation triggered the turmoil in the auto market. The response of various luxury brands and joint venture brands to adjust the price of cars and parts, so that the original sales space of the original sales downturn was once again squeezed.
Although securities institutions are optimistic that multinational auto companies will actively lower prices, making China's domestic independent brand manufacturers or opportunities for continuous speculation, Beijing Business Daily reporters found that their own brand dealers and consumers expressed insufficient confidence when they visited the auto market. The "Domino" domino effect produced by the monopoly investigation may push the independent brand into a bigger predicament.
In a self-owned brand 4S shop located in the North Fifth Ring Road, a reporter from the Beijing Business Daily found that during the busy days of the store, there was no such thing as a hot anti-monopoly investigation.
A salesperson admitted that there is no change in the dealer's inventory "pressing the car" due to anti-monopoly investigations, and the store is also worried about how to digest the inventory cars accumulated in the past few months. "Under the influence of the anti-monopoly investigation, many consumers who originally intended to purchase their own brands began to pay attention to the joint venture brand. Once the price of the joint venture brand reaches the price that the consumer can afford, the purchase intention will begin to transfer to the joint venture brand. "The store's sales staff said.
In the view of Yan Jinghui, deputy general manager of the Asian Games Village Auto Trading Market, the anti-monopoly investigation will inevitably lead to a sharp drop in the price of luxury cars, and will go down to the price range of the joint venture brand. The resulting market chain reaction will bring to the independent brand dealers. Come to a greater investment risk.
It is understood that many independent brand car companies have already sounded alarms due to the impact of joint venture brand prices and channel sinking. According to the latest statistics of China Association of Automobile Manufacturers, the self-owned brand sold a total of 469,100 units in July, a decrease of 17.21% from the previous month and a year-on-year increase of 7.72%, accounting for 34.55% of the total sales of passenger vehicles. The occupancy rate decreased by 1.68 percentage points from the previous month. , a decrease of 0.64 percentage points over the same period of the previous year. The market share of Chinese brand cars in the month fell below 20%, down 3.26 percentage points from the previous month to 17.65%. At this point, the market share of self-owned brand passenger cars has fallen for 11 consecutive months.
“Chinese brand cars have reached a critical moment.†Dong Yang, executive vice president of China Association of Automobile Manufacturers, believes that with the import and joint venture brand products going down to the low-end market, they will be connected with their own brands. The resulting price/performance advantage is unsustainable, and this has caused this situation.
In fact, the price range of luxury brands caused by anti-monopoly may further squeeze the market space of independent brands. Jia Xinguang, an auto analyst, believes that although the main target of anti-monopoly investigations for auto companies is imported car companies, in fact, from the perspective of vertical monopoly, domestic joint-venture brands and independent brands also have this status quo. This also means that the independent brand does not rule out the possibility of adjusting the price of the whole vehicle and spare parts.
In the investigation, the reporter also found that since July, the phenomenon of consumers holding money in Beijing's auto market has intensified. Many consumers surveyed said that as anti-monopoly investigations forced the price of imported luxury cars to fall, it would undoubtedly further squeeze the price space of joint venture brands. In particular, some consumers who have abandoned the purchase of luxury brands due to the high maintenance cost have once again returned their car purchase intentions to the high-end car range after anti-monopoly. This has continued to squeeze the market share of joint ventures and independent brands to a certain extent.
It is worth noting that the original brand, which was originally expected to replenish its sales volume in the second half of the year, has some lack of confidence in the sudden price cuts of luxury cars. “Anti-monopoly investigation is both an opportunity and a challenge for independent brands.†The head of a self-owned brand said that the price reduction of luxury cars will undoubtedly occupy the living space of independent brands, which also encourages independent enterprises to continuously increase independent innovation and enhance products. Quality and after-sales service to grab the market, and those autonomous car companies that rely too much on foreign brands for core technology will eventually lose more market share.
However, some research institutes believe that the anti-monopoly investigation conducted by the competent national authorities on the automobile industry has gone from the original vehicle manufacturers to the parts and components enterprises, and the original luxury brands have penetrated into their own brands, and the trend of expanding the scope has become more and more obvious. If, after a series of anti-monopoly measures, the state introduces a policy of supporting independent brands, independent brand car companies may usher in the opportunity of “reboundingâ€.
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