Under the impact of the Internet, change is faster than ever, and the automotive industry is no exception. Among them, the biggest change is that the Internet is in the ascendant, and many R&D and sales companies have joined the Internet companies to participate in the car-making project. At the same time, intelligence and electrification have become the two major directions for the development of the automotive industry. On the other hand, traditional car sales continue to grow, capacity is expanding rapidly, and structural overcapacity is beginning to emerge. In fact, since China joined the WTO, the “overcapacity†remark has been accompanied by the development of the entire auto industry. Once upon a time, the state once limited the automobile industry to the list of overcapacity. However, due to the rapid development of the automobile industry, the market has once again pushed the overall automobile production and sales to a new high. Last year, China achieved a sales volume of 23,419,900 vehicles, a year-on-year increase of 6.86%. At the same time, China Automobile Association expects that China's automobile sales in 2015 will be 25.13 million units, a year-on-year increase of 7%.
"In 2014, the total production and sales of China's automobiles is still the world's number one, but the growth rate has been greatly slowed down." Shi Jianhua, deputy secretary general of the China Association of Automobile Manufacturers, said that the growth rate of China's auto market in 2014 was lower than the previous 8%. 10% forecast. “This is mainly due to the overall cooling down of the macro economy in 2014, and this situation may continue in 2015. The macro economy will continue to be in the stage of adjusting structure and improving efficiency in 2015. It is affected by the slowdown of GDP growth. The automobile market has also entered a relatively stable growth stage. Under the premise of no major stimulus policies in the future, China's auto market is expected to maintain a steady growth level."
Say goodbye to the high-speed growth period, how does the auto market respond to the upcoming challenges? First of all, after the pace slowed down, car companies first faced the process of restructuring the product structure and improving the brand premium. The most obvious one was Beijing Hyundai. In the past few years, Beijing Hyundai has quickly established its position as the fourth in the automotive industry with its “Northern Speedâ€. This year, with the start of the construction of the fourth and fifth factories at the same time, Beijing Hyundai’s target of 1.16 million vehicles per year seems to be slightly conservative. However, another data is actually more worthy of attention than sales. That is, Beijing Hyundai's "D+S" (medium-high class cars and SUVs) will account for 50% of this year, which is still a big challenge. According to the data, Beijing Hyundai “D+S†accounted for only 15% of the total in 2009, and by 2014, this proportion has increased to 42%.
Dongfeng Peugeot and Dongfeng Citroen, which grew faster last year, will also raise the brand premium as the focus of this year's work. “In 2015, the biggest challenge for Dongfeng Peugeot was whether it could make a difference in the middle and high-end market.†Li Haibao, general manager of Dongfeng Peugeot, repeatedly stressed that “if the success of 2014 is the first growth rate of our sales, reaching 43%, Then, in 2015, we hope that mid- to high-end cars will also gain 40% market growth. Only in this way can we enter the first-line brand."
In terms of brand premium promotion, self-owned brands also have strong endogenous demand. However, compared with the brand premium, how to stabilize the current growth trend and continue to increase sales is a more important issue for independent brands. The situation of “structural excess†of production capacity is also mainly found in independent brands. In contrast, joint ventures such as Volkswagen, General Motors and Ford are still facing the problem of insufficient capacity. Just as Dong Yang, the secretary general of the China Association of Automobile Manufacturers, said, “The current high inventory of auto companies must exist and should cause industry. I value and be vigilant, but I don't agree with the problem of overcapacity. In fact, the right amount of overcapacity is often a benign driving force for market and enterprise development. For example, in the rapid development of the past few years, Beijing Hyundai has won the development opportunities with the full production of the third factory under the condition of tight production capacity of other brands. However, for some places everywhere, but on the products. However, the inflection point has also come to an end when it is a self-owned brand that has not made a big move. Both the automotive market and industry policies face the need for deep reforms. First of all, the new "Automobile Brand Sales Management Measures" is expected to be released within the year, which will help establish a more complete automotive circulation environment. According to the previous information, the new "Automobile Brand Sales Management Measures" will change the dealer authorization from once a year to 5 years, and can automatically renew the contract. This will loosen the dealer's sales target. While the relationship between the manufacturer and the dealer is facing changes, the automobile industry policy is also constantly adjusting. For example, in this year's two conferences across the country, the support and promotion of new energy vehicles have been clearly defined and strengthened. The emission regulations are becoming more and more strict. By 2020, the emission standard of 100 kilometers is only 5 liters. To reduce it by nearly half is a very difficult task for many companies. At the same time, the restriction-restriction policy has been implemented in more and more cities recently. It is reported that Wuhan will implement automobile restriction measures from March 6th, although the Wuhan Traffic Management Bureau will soon retaliate, saying that “it will not be considered for the time being. Restricted purchases, first limit and then limit the line. However, after the rumors of Beijing, Guangzhou and Shenzhen, the purchase restriction was soon announced, so that “detonation†has become a proof of the impending implementation. In this case, the residents who face the city of restricted purchases have panicked in the past few months, which has overdrafted the development potential of the future automobile market to some extent, on the one hand, the automobile market that has been overdrawn. On the one hand, it is an auto company that is still expanding its production capacity, coupled with the Internet car that is eyeing the Internet, as well as environmental pollution and traffic congestion. China's auto market has completed the accumulation of the most primitive "quantity", and it has to undergo a "quality change" development stage, which is the "big to strong" that we have repeatedly mentioned in the past 10 years. It can be said that "from big to strong" is both an endogenous development need and a result of external thrust. In this process, backward production capacity and backward enterprises will be eliminated first, and the remaining players will have more room for development to compete with multinational brands.
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