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In Shanghai, Beijing, and Guangzhou, the curtain of the car-restriction show gradually opened, this time to Tianjin.
Faced with restrictions on purchases, on the one hand, car buyers have maintained predictable enthusiasm and madness; on the other hand, car manufacturers no longer send out the voice of "wolf." In the context of the rapid growth of the entire Chinese market, the purchase of a single large-scale city will no longer give rise to too many waves.
Distributors differentiated For Tian Tian, ​​a sales consultant for Honda Motors in Tianjin, in the face of destined to reduce the size of the regional market and more intense competition, the restriction of purchase is only the beginning, and how to maintain the original share under the pattern of purchase restrictions, It is a question that has to be considered.
"In the face of restrictions on purchase, there must be some adjustments in the sales strategy, but the market share should not be reduced." Tian Cong is still very optimistic, "the method is always more difficult than."
When the time came to the last half of 2013, the purchase restriction policy suddenly dropped. Consumers, distributors, and car manufacturers, all parties involved in the market game are playing their own abacus. For the latter two, The pressure is not the end but the beginning.
According to the data, at the end of 2012, the number of cars in Tianjin was 2.36 million, which accounted for about 2% of the country’s total car ownership during the same period. It ranks fifth among major cities in the country, and after the start of purchase restriction, it is expected that Tianjin will reduce new sales by approximately 100,000 vehicles, which will affect the growth rate of the passenger vehicle industry in China by approximately 0.5-1 percentage points in 2014.
Such figures, for the sellers in Tianjin, can be imagined in 2014, and different brands are mixed.
In fact, judging from the experience of other cities in the past, it is good news for companies like Honda to limit purchases. “Limiting purchases will generally not have much impact on mid- to high-end cars, and more will be a challenge to domestic low-end cars.†Chen Dongsheng, former secretary-general of the China Automobile Dealers Association and current president of China Automobile Shenghua Automobile Research Institute Introduction.
According to other experiences in cities where purchases were restricted earlier, the market share of mid-to-high-end cars will generally increase with the purchase restriction. "The reason is very simple. After a purchase limit, a license plate may be several tens of thousands of yuan. It's hard to find a place. How can one buy a low-end car that is worth several tens of thousands of yuan?" This point is most evident in Beijing, which has already implemented purchase restrictions.
According to the data from the China Automobile Dealers Association, 11 automobile dealership stores were closed in Beijing within a short period of time after the purchase restriction began in late 2010. In March 2011, the number of Beijing auto 4S stores was 578, and the number rose to 592 at the end of the year. A net increase of 14 car dealerships, selling more luxury and joint venture brands.
Even if the sales volume of new cars declines, some dealers with large holdings can also seek recovery through after-sales services. For the old dealers, customer service and maintenance still have a certain profit, but for the new dealers entering the industry, the days will certainly be very sad. According to the trend in Beijing, car dealers have shifted from heavy sales to heavy services.
On the other hand, for all brands, purchase restriction can release consumer potential in advance, especially at the end of the year. "Of course there are some consumers who do not need to buy a car for the time being, but in order to occupy a license plate and come to buy a car, everyone knows that after the license plate is real money, they always feel at ease in their own hands."
For middle and low-end car dealers, in 2014, in the situation where the market is bound to shrink, it will be a good choice to focus on the radiation of the surrounding areas.
Manufacturers are calm on the stage of limit purchase. The auto industry, which should have played as the protagonist, has exhibited rare calm and calm.
After five days of car purchases in Tianjin, it is no longer a big surprise for automakers. "The impact is certainly there, but it won't hurt the bones. For us, the purchase restriction is no longer fresh. "This kind of emboldenedness comes from.
"People worry about the world", in the face of the impact of Tianjin restrictions on the auto industry, auto makers said. The restriction of purchase leads to a decrease in sales volume, which in turn affects the development of the entire automobile industry. This logic itself has no problem. It is only in the world’s largest automobile market in China that the butterfly effect is not obvious.
“Restriction of purchases should not be promoted and implemented on a large scale. To solve traffic congestion in the world is not entirely dependent on restrictions.†Chen Dongsheng said that he felt that it was not unreasonable to abruptly implement restrictions on purchases. “The purchase restriction measures are not The patent in Tianjin is just learning the experiences of other places. It can also be understood that if it is not a sudden attack, it may cause long-term buying and cause a greater reaction."
In fact, after Beijing’s restriction on purchases three years ago, it caused a “panic†in the industry, but the vigilant voice was quickly overshadowed by the optimism of the development of the entire market. For automakers, small and medium-sized cities are actually the source of real battlefields and emphases.
In the first eleven months of 2013, China's auto sales have reached 1.86 million units, which exceeds the total sales volume of the previous year. The sales volume for the whole year is expected to be close to 22 million, and the purchase enthusiasm cannot be limited to consumers. After years of maintaining the world's No. 1 car production and sales, production and sales are also the main theme of the 2013 Chinese car. This title will continue to wear.
“In some regions, purchases have limited impact on the industry.†Yao Hongguang, a research fellow at Huatai Securities, believes that in 2013, domestic sales of passenger cars were approximately 15.5 million. In 2013, sales of passenger cars in the Tianjin area were approximately 300,000, which were subject to a half purchase limit. About 150,000 vehicles were reduced, affecting a growth rate of less than 1%. If the number of cities restricted to purchase is expanded to 5 in 2014, the national sales growth will affect about 4 percentage points. However, he also stated that sales of narrow passenger cars in 41 large and medium-sized cities in China accounted for about 45% of the country's total sales volume. If the full purchase limit is imposed, it will cause a major blow to the auto industry.