Of course, it's not just four-dimensional cars that choose to do this. Since 2065438+2008, the sales volume of China automobile market dropped sharply for the first time, all major automobile enterprises have been hit to varying degrees. In addition, the subsequent changes in market demand, the decline in new energy subsidies and the switch between five countries and six countries have made their development more and more difficult, and they have to cut spending to extend the "lifeline" of development.
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Can spending cuts really ease the downward trend?
I still remember last year, my cousin reported the "horror" at the Chongqing Auto Show in the manuscript of "Revelation from Detroit, China: Brutal Shuffle of Car Enterprises". This auto show, which mainly sells cars, has long lost its former glory. Not only are the crowds in front of many brand exhibition areas extremely scarce, but even some local car-making brands in Chongqing did not participate.
The intention of these car companies not to participate in the exhibition is actually obvious, just to reduce unnecessary marketing expenses, but is this really useful?
Taking Sotheby's as an example, reducing the cost is only a drop in the bucket for its development. In the winter of 20 18, its annual sales volume was less than 30,000 units, and due to financial difficulties, it encountered a series of problems, such as production suspension, joint door-to-door rights protection by 48 dealers, and stock right freezing. However, the new energy vehicle project with a planned investment of1200 million was also dropped, and there is still no news of new energy vehicles in official website.
The same is true of Beiqi Magic Speed, which is connected with it. Because the parent company Beiqi Printing stopped production, more than 400 Magic Speed 4S stores across the country were completely paralyzed, and dealers suffered huge losses, making it difficult to guarantee consumers' after-sales service. At the same time, the previously exposed airbag of Beiqi Magic Speed S3 popped up in the event of a major accident, which also accelerated its word-of-mouth and sales volume and gradually faded out of consumers' sight.
In addition, Haima Automobile issued the Announcement on the Company's Plan to Sell Some Idle Properties Last Year, and plans to hang out and publicly sell 36 sets of idle properties (with a total area of 4,339.5 square meters) located in Pudong New Area of Shanghai and 8 sets of idle properties (with a total area of 6,280.6 square meters) located in Longhua District of Haikou City, Hainan Province through intermediary agencies, in order to seek liquidity to improve business conditions. At the same time, it also obtained investment income by transferring the shares of its subsidiaries Shanghai Haima Automobile R&D Co., Ltd. and Henan Haima Property Service Co., Ltd. Although this series of operations made Haima Automobile turn losses into profits last year, the net profit attributable to shareholders of listed companies increased by 0.9- 1.3%, but its own operating conditions did not improve. If the net profit (about 700 million yuan) affected by this part of non-operating profit and loss is deducted, its actual operating income last year is still negative.
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In 2020, the "downward trend of the automobile market" remains the same.
After suffering from the sales decline of 20 18-20 19 for two consecutive years, many car companies would like to bet on 2020, but they never thought that at the beginning of 2020, influenced by novel coronavirus, the downward trend of the car market was more obvious. Not only did the sales volume not go up, but the production capacity of car companies began to decline sharply, because the whole industry was in a state of suspension. According to the data released by China Automobile Association earlier, in June 2020, the automobile production and sales were 1.767 million and 1.927 million respectively, down by 34. 1% and 27.5% from the previous month, down by 25.4% and 1.8% year-on-year. For the forecast of February sales, China Automobile Association also said: "It is expected that the decline of automobile production and sales in February will be more significant than that in 65438+ 10."
Although based on this development trend, many car companies actively responded by formulating policies for dealers, such as selling cars online, not setting monthly sales targets, and enhancing car purchase incentives, and taking the way of returning some production lines to the production end in advance, from the current actual effect, it is not ideal, and the overall sales volume of the auto market has dropped significantly. According to the Zhou Du analysis data released by the Federation, the average daily retail volume of the automobile market in the first week of February (1-9) was only 8 1 1, with a year-on-year growth rate of 96%. In the second week (10- 16), the average daily retail volume was 4 100 vehicles, and the year-on-year growth rate decreased by 89%. In the third week (17-23), the average daily retail volume was 54 1 1 vehicle, with a year-on-year growth rate of 83%.
Previously, my cousin also visited a number of dealers in Chengdu to learn about the real situation of their online live car sales, but the answer was "it is still in its infancy, there is traffic, but the actual order has not yet been reached". It can be seen that both car companies themselves and terminal dealers will face more severe "survival challenges" in 2020.
Cousin review
Previously, although many people in the industry used the impact of the SARS epidemic in 2003 on the auto market to recreate the current situation, they said that after the epidemic passed, the market consumption demand was released, which would bring a good wave of benefits to the auto market; However, from the market environment of two time periods, such optimistic forecast is not easy to realize, and the automobile market in 2003 is still in the incremental stage; In 2020, the automobile market has turned into the stock stage, and the changes in market demand and various policies make its development trend more suspenseful. How to gain a firm foothold in the market without being affected by these factors will also become a difficult problem that major car companies must consider and solve at present.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.