From March 1, for a period of one year, Foshan City, Guangdong Province, will become the first city in 2020 to launch a policy to encourage automobile consumption. According to February 17, the Foshan Municipal People's Government issued the "Foshan Municipal People's Government Office on the issuance of Foshan City to promote the automobile market consumption upgrade a number of measures (for trial implementation) of the notice", proposed to encourage the consumption of National VI standard emission vehicles, to give a subsidy of 2,000-5,000 yuan per car ranging.
Which, seven "measures" were from the purchase of cash incentives to guide the "National Six" models of consumption, improve service to enhance the car consumption environment in many places, multi-pronged approach to boost the Foshan automotive market.
The most direct encouragement for consumers to buy a car is the cash subsidy. from March 1, consumers in Foshan City to buy a new car, take the purchase invoice to apply for a subsidy can be obtained after the issuance of.
Detailed subsidy amount and conditions are the following three:
1, to promote automobile replacement. Foshan number plate car owners with old car sales invoice or car scrapping cancellation certificate to buy new cars, each given 3,000 yuan subsidy.
2. Encourage collective purchasing of automobiles. For the same consumer one-time purchase of five or more large, medium and heavy passenger and cargo vehicles (vehicle unit price of not less than 500,000 yuan), each vehicle will be given a subsidy of 5,000 yuan.
3. Consumers are encouraged to purchase new vehicles with a subsidy of 2,000 yuan per vehicle.
According to the analysis of the Auto Research Institute, the 2003 SARS car market trend is not suitable for 2020 new crown analysis, this "new crown pneumonia" epidemic rebound after the high probability of low.
The first quarter of this year's car market sales ironically "soup", I visited most of the Foshan 4S stores to learn about the situation, we all have no hope for the first quarter of this year's sales. Since the outbreak of the epidemic, some joint venture brands of 4S stores have not really effective orders, the expected sales throughout the month of February basic soup. Dealers believe the tipping point will come only after April.
Guangzhou and Shenzhen have both implemented a policy of restricting license plates and driving, and the average price of a license plate can be seen as a wind vane for understanding the direction of the local auto market.
On Feb. 25, Guangzhou and Shenzhen announced the results of the average price of license plate bidding, Guangzhou individual and unit bidding prices were higher than last month, Shenzhen fell by 1,000 yuan year-on-year.
In particular, the lowest price for an individual license plate transaction in Guangzhou in February was 16,000 yuan, 1,200 yuan higher than the previous period's 14,800 yuan. The average price for an individual was 17,086 yuan, 1,036 yuan higher than the previous period's 16,050 yuan.
Editors visited Guangzhou car dealers, dealers, sales consultants are very optimistic about the results of this bidding, interpretation of the bidding data, they believe that "Guangzhou residents still have a strong desire to buy a car ".
Some of the sales consultants are pessimistic, fearing that the results will not be completed and worrying about their own future, but more of them are quite optimistic about car sales after the end of the epidemic, expecting the market to heat up sooner.
But for Foshan dealers, there is a government rescue measures policy to open the way, naturally more optimistic than dealers in other areas.
The China Automobile Dealers Association's survey of 4,661 dealerships nationwide found that, as of 16:00 on February 24, the resumption rate of the physical market across the country was only 14.83 percent, with 4S stores resuming work at a rate of 40 percent, and secondary dealerships and used car dealerships resuming work at a rate of 4 percent.
Under the influence of the severe situation of the epidemic, a number of manufacturers and dealers have switched to online, launching new services such as VR car watching and live car selling.
There are roughly 300 car dealers (4S stores) in the Foshan area, and they are mainly concentrated in, Foshan International Auto City, South China Auto City, Beijiao Auto City, Daliang and Sanshui areas.
Roughly speaking, the rate of resumption of work in 4S stores in Foshan is about 80%, but not all of them are back to work.
On the one hand, affected by the epidemic, foreign employees back to Foshan also need to isolate themselves to observe a period of time before going on duty; on the other hand, due to the customers to the store is really limited, and now all the staff to the post will increase the burden of the 4S store, so most of the non-critical positions in the 4S store is still part of the staff to the post.
According to the person in charge of the 4S stores, the full resumption of work will depend on when the epidemic can be lifted.
Despite the fact that Guangdong Province will be a major public **** health emergency response to the first level adjusted to the second level, but the epidemic prevention and control is still the most important work.
Reducing the number of people going out to avoid contact with the infection is still an effective preventive measure for everyone, and in terms of buying a car and such large purchases, consumers will not rush to the 4S stores if they are not necessary. As a result, most 4S stores are now closed.
On the other hand, the editor visited the Foshan area dealers learned that Foshan area to buy a car more than 60% of consumers are outsiders.
According to Baidu Maps Migration Data, the top ten major sources of population moving into Foshan are: Guangzhou City, Zhaoqing City, Guigang City, Zhongshan City, Qingyuan City, Wuzhou City, Yulin City, Zhanjiang City, Jiangmen City, Hengyang City.
By the impact of the epidemic, this year's foreign return to Foshan workers are far below the level of previous years, from February 17 onwards returnees only began to slowly climb.
By the total number of consumers to reduce the impact of Foshan 4S stores naturally to the store customers are very few, most of the current store is only the old owners to the store maintenance and repair of vehicles or local residents of Foshan.
Some 4S stores invite new and old car owners to come to the store for free disinfection or replacement of air-conditioning filters through the traditional telephone/text message method. More 4S stores use the popular webcasting method to introduce the models to car owners and consumers to promote the purchase program.
Taking February 24th as an example, eCar launched a 15-day "Big Brand Live Day", which was held at 60 car dealerships in conjunction with the country's top 15 auto brands.
The 5-hour live broadcast of Geely on the first day of the "Big Brand Live Day" attracted 840,000 people, with more than 100,000 user interactions.
This sudden epidemic has caused a crisis in the traditional offline auto sales model, but has accelerated the trend of online marketing in catalyzing.
Tan Benhong, executive vice president of Changan Automobile, revealed in an interview that since the resumption of work after the year, Changan Automobile has averaged 50 live broadcasts per 4S store. 4S stores have a handful of resources, and sales consultants can interact with potential consumers and provide services through online live broadcasts.
Zhao Changjiang, general manager of BYD Auto Sales Co., visited a 4S store in Huizhou and live-streamed online with his staff, realizing a deal of 15 cars.
Zhao Changjiang said, "The new normal on the new economy line is not to take off the mask to start work," and advocated that all BYD 4S stores nationwide take action to join online marketing.
Some live broadcasts, although the moment does not immediately lead to online transactions, but through online communication, on the one hand, can enhance the dealer's online marketing capabilities, on the other hand, can also allow potential consumers to more directly understand the 4S store to prevent and control epidemics to do the measures and automotive sales policy, will come to the store to do a good job of paving the way.
Foshan, a reluctant to disclose the name of the Guangzhou Toyota 4S store sales manager, as of February 19th, the store orders received 11 units, reached sales of 6 units, coupled with the Weilanda is about to hit the market, is expected to complete the sales volume of 20 units in February.
In my visit to Foshan's 4S stores, this store is like "a little red from the green". In the current market a pessimistic voice, few heard the expectation that February can sell cars well.
Foshan city government launched seven rescue policy, Foshan's 4S store market managers are not all optimistic.
Most people said, "It's not good to say for the time being," a wait-and-see attitude, and a small number of people believe that thousands of dollars of subsidies can only be the icing on the cake, and hope that the government can launch a 50% reduction in the purchase tax policy.
Some 4S stores also expect manufacturers to reduce or cancel the February assessment, and some expect the next "official" publicity, and hope that manufacturers to assist dealers to increase promotional efforts as soon as possible in the short term to stimulate sales.
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This is the first time that I've ever seen a car with the same name.