51 car market put "price" brand promotions across the board

The “May Day” holiday has passed quickly. On the one hand, the Dongguan auto market has been delisted due to the national stimulus policy. On the other hand, Japanese brands have been affected by the Japanese earthquake, and the Japanese joint venture brand market has become a phenomenon of price-guaranteed poly. The reporter visited and found that in addition to the Japanese joint-venture brand of other brands due to the fact that most dealers are subject to greater pressure on the inventory, so the discount rate of the various models has increased significantly.

The price of Japanese joint-venture brand callbacks In fact, for the “May 1st” holiday promotion, the heads of marketing departments of various brands have suffered a lot of headaches. “The way everyone attracts popularity is similar, but it is nothing more than an outreach plus a storefront. Thematic activities, due to the current supply of Japanese car sources have been broken, the Japanese brands have basically pulled back the price, we can not take the initiative to cut prices, a big promotion of the gimmick is not easy to use, it is difficult.” Nanling Broadcom Chevrolet Marketing Department is responsible for Yang Zumao said that most of the Japanese brands' car sources are in a hurry, and the prices have also been pulled back compared to last year's sales season. European and American brands that are competitors are mostly based on Japanese opponents' market conditions during the May 1 holiday. Dealing with, "The other party did not cut prices, of course, we will not fight in the nest."

It is understood that as early as half a month ago, Nissan and Toyota, two brands that broke the supply of vehicles, broke out. The current situation of the car sources is even less optimistic. Yongjia Toyota has made it clear that it is now less than one hundred inventories. This, for dealers with sales of more than 200 units in a single month, it is difficult to meet the demand for delivery of normal orders; Guangfeng, which has previously claimed to guarantee normal supply, is now also starting to cut production, and manufacturers have “ventilated” within the dealership. , will adjust the annual sales plan. The person in charge of Yongjia Toyota stated that Highlander’s reinstatement of the car was not ruled out. In the case of Tiandeng Toyota, there was no emergency for the "May 1st" sales promotion due to an emergency inventory.

Dongfeng South said that in order to sprint the "May 1st", in particular to the manufacturers to apply for a number of car sources, to meet the market demand is no problem, but in the price will not give out more concessions. In the Japanese top three, if the "51" promotion policy given by Guangqi Honda, which is relatively abundant in car sources, is compared with the sales promotion policy in the same period, it can be seen that the dealers have recovered part of the profit.

The reporter interviewed several dealers represented by Japanese brands. They think that the overall market will tend to be dull. “And now, when it comes to the problem of car supply, the high price will increase the wait-and-see mood of consumers.” Deng Weining, marketing manager of Jiasheng Toyota, said that the follow-up impact of the earthquake in Japan is far more than this. Next, parts of European and American brands will also be affected. After all, the supply chain of some manufacturers of the Japanese automobile industry involves the global scope.

All brand promotions across the board In the eco-car market represented by their own brands, distributors are still holding high the banner of price in order to seize the opportunity of holiday sales. BYD, Geely Global Hawk, popular King Yi and other brands have given a profit margin of more than 10,000 yuan. Chery's promotional campaign also showed greater "ambition" than before.

The head of Xinglong Motors stated that compared with the joint venture brand, the independent brand occupies a relatively large market share in the low-end market. Since it belongs to the two poles of the market, there is no direct competition between the two. Naturally, they cannot join together like a joint venture brand. For the price reduction promotion, many independent brands also expressed their frustration.

In the joint venture market, other brands outside of Japan will not miss the opportunity to take the “May 1st” peak season. Beijing Hyundai launched a special discount, flaunting the entire department down.

In addition to the price promotions, many dealers are also making gifts and quality articles. "We have to rely on the new Passat to attract attention during the May 1st period. The main sales force in the showroom is still on the Lanyi and Tiguan. "The car." Wang Guiru, head of the marketing department of Hongyan Motors, said that in the promotion of promotional information, it will mainly focus on gift packages and products as well as after-sale maintenance items. “The price of each of them is relatively dead. These gift packages are presented. Customers can still use it after mentioning the car. It is a price reduction in disguise.”

Reporter observed that Dongguan is a "fisherman" in the macro-weak market

At the macro level, inflationary pressures, purchase tax incentives and other favorable policies were withdrawn, the limited-vehicle policy of first-tier cities led by Beijing, rising oil prices, Japan’s earthquake and its subsequent impact... All this made the auto market in 2011 full of uncertainties. Sex. Some auto experts expect that the growth rate of China's auto market will continue to fall in 2011, but it will still be higher than the GDP level; in addition, in the case of weak growth in first and second-tier cities, the second-third, third-fourth or even re-class markets As a new growth point, the tilting of products and marketing of various car companies to the secondary market will also be a major feature of the auto market in 2011. Dongguan is such a submarket.

Although the sales giant Japanese joint venture brand is currently experiencing weak performance in Dongguan, the tilt of the macro market will surely refuel the Dongguan market. Therefore, such sub-vehicle consumer market in Dongguan will be the "fisherman" with the benefits of the saturation of the primary market and the negative impact of the macro-environment.