According to the data released by the Passenger Car Association recently, in February 2020, the production and sales volume of China narrow passenger car market reached 210.5 million and 252,000 respectively, a sharp drop of 80.6% and 78.5% year-on-year, making it the biggest drop in China's automobile market in the past 20 years.
Judging from the production and sales data of car companies that have published sales in February, there are many car companies that have dropped by more than 80%, and there are very few monthly sales that can break 10,000.
Therefore, we can see that the central and local governments are actively taking measures to ensure the development of the automobile industry to cope with the unfavorable situation.
/kloc-in February of 0/6, Qiushi magazine pointed out that "it is necessary to actively stabilize traditional mass consumption such as automobiles, encourage areas where automobile purchases are restricted to appropriately increase the number of automobile license plates, and drive the consumption of automobiles and related products." After the release, Guangzhou, Foshan, Hunan and other places have also introduced consumption stimulus policies, among which Guangzhou can get a comprehensive subsidy of 6.5438+0 million yuan for purchasing new energy vehicles.
In addition to the government's assistance, car companies are also trying to "save themselves." According to the statistics of the Ministry of Industry and Information Technology, as of March 3, the operating rate of the main production bases of 16 key automobile group has reached 84. 1%, and the re-employment rate of employees has reached 66.5%. The comprehensive return to work rate of more than 8,000 auto dealers nationwide reached 37.3%, and the return to work rate of stores reached 74.7%. With the passage of time, the rate of returning to work should be further improved.
With the continuous decline of newly confirmed cases in COVID-19, the fight against the "epidemic situation" has won a staged victory.
There is also good news in the auto industry. On March 5th, Wang Bin, Deputy Director of the Market Operation Department of the Ministry of Commerce, said at a regular press conference that sales in the national consumer market have bottomed out recently.
According to the monitoring of the Ministry of Commerce, retail enterprises 1 10,000 households were monitored in late February, and the average daily sales increased by 5.6% compared with that in mid-February, and began to return to positive growth after continuous negative growth from late June to late October. Among them, the rebound growth of automobile demand is more obvious, with a month-on-month increase of 14.8%.
According to the Ministry of Commerce, the reason for the rebound in sales since late February is mainly due to the positive results achieved in epidemic prevention and control, the easing of residents' panic, the accelerated pace of enterprise resumption of production and the accelerated improvement of production and living order. Some of the consumption suppressed by the epidemic in the early stage began to be gradually released. As the epidemic situation is gradually effectively contained, the production and living order will be further restored, and the market sales will further steadily pick up.
This rebound in car demand is the same as most people expected. After the epidemic, the just-needed demand for the bulk consumer goods such as automobiles will be released to a certain extent. Coupled with the policies to stimulate automobile consumption in some areas, the automobile market will also usher in a small climax, so is the spring that belongs to the automobile market really coming?
Consumers' demand for car purchase is still rational.
For most car-free people, in the past, it was convenient to travel. We have many ways to choose from subway, train, bus and taxi, so we don't think it is necessary to buy a car.
However, after the epidemic, not to mention the road closure during the epidemic, at least private cars are a relatively safe environment. After all, there are many buses. Are there any other risks of infection? Our consciousness is no longer based on convenience or people's safety, so will owning a car really become people's just need?
March 6th? Doctor of law? Power released a survey report on the influence of COVID-19 epidemic on consumers' willingness to buy cars. The survey shows that the epidemic has stimulated some consumers' enthusiasm for car purchase to some extent, but most consumers are still relatively rational in car purchase decision.
The survey report adopts the network survey method, and the sample collection time is from February 24 to February 28, 2020. A total of 65,438+0,992 valid samples were collected.
According to the survey data, although affected by the epidemic, nearly half (48.8%) of the respondents who do not intend to buy a car said that they would "probably" or "definitely" buy a car, indicating that the epidemic has a significant impact on whether people buy a car.
However, only 1/4 of the respondents who had a car purchase plan clearly indicated that they would buy a car in advance, 40%(42. 1%) said they would not buy a car in advance, and even 1/5 canceled their car purchase plan because of the epidemic.
Only 30% (33%) of the respondents who plan to buy a car plan to buy a car in the next six months. Twenty percent (22.2%) of the respondents decided to buy a car a year later, and another 23.9% said they were not sure about the time.
Judging from these survey data, the epidemic situation has a certain impact on consumers' car purchase decisions, but most consumers still tend to be rational.
In fact, this has a lot to do with the overall economic environment. Many industries affected by the epidemic are facing the fate of bankruptcy and bleak management, and the practitioners in these industries will have to make new plans. Obviously, buying a car will not be their first choice.
Besides, cars are not simple fast-moving consumer goods. If you buy a car that you can't afford, you have to borrow tens of thousands, even hundreds of thousands, which can be paid back in a year or a few years. In the middle, you have to not only maintain the car, but also stop supplying it.
We attach great importance to the safety of funds and the stability of income, and this kind of advanced consumption is often encouraged by the financial policies of car companies. I believe that many consumers are holding a wait-and-see and "bargain-hunting" mentality.
At present, with the promotion of car companies and dealers to resume business and the release of some consumer demand, the automobile industry will slowly return to the right track, but it takes a process, and it is obviously unrealistic to expect the growth of automobile consumer demand in the short term.
Health configuration and online services are more important.
Since the outbreak of the epidemic, N95 masks that can effectively keep the virus out are hard to find, which has strengthened people's awareness of air health. Therefore, we have seen that major car companies have increased their publicity on air filtration configuration.
From J. D. Power's "Report" can also be seen that among the car purchase considerations of prospective car buyers interviewed, the air safety and health inside the car have become important considerations. Whether the vehicle-mounted air purification system with disinfection and sterilization function, APP remote control of the air circulation in the car, and the air quality monitoring device in the car have also become important parts that affect consumers' car purchase decisions.
In addition, in the past, VR car watching and live car selling, which can only be regarded as "condiments" for car companies, have been favored by consumers. According to the survey, more than 50% car owners want car brands and dealers to provide remote technical support, on-site pick-up and maintenance and online vehicle problem diagnosis services, which can not only avoid contact in special periods, but also greatly save time and labor costs. After the epidemic has passed, I believe that these online services will become a new trend in the automobile circle.
Write it at the end
Undoubtedly, with the gradual control of the epidemic, various industries are gradually returning to normal. Cars are just needed by many families, and the recovery of consumption is certain, only a matter of time.
However, this epidemic has also put forward a new test for those car companies that don't pay attention to the cultivation of "internal strength" on weekdays, because in the original environment of the stock market, consumers pay attention to multi-dimensional factors such as product quality, word of mouth and service when choosing vehicles.
In these respects, head enterprises such as Volkswagen, Toyota and Honda have rooted their brand ideas in the hearts of consumers, so these brands will take the lead in picking up after the epidemic, so the epidemic will also accelerate the "survival of the fittest" in the domestic automobile market to some extent.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.