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The Chinese automobile market unexpectedly encountered the winter after it was warmed up in 2001, hot in 2002 and blown in 2003. Since April 2004, the sales volume of automobiles has shown a significant downward trend. After entering the market in May, the auto market has almost reached the freezing point, causing the country’s auto inventory to break the historical record.
In order to understand the current real market situation and explore the way out of the auto market in the future, on July 1st, initiated by the Liberation Daily·Automobile Magazine and led by the Shanghai Automobile Sales Association, many famous individuals from Shanghai's auto industry were invited to hold an extraordinary period. The round table meeting hopes to use facts to dispel doubts that have permeated the auto market in the recent past. The front-line distributors attending the "round table meeting" did not show much pessimism about the current sluggish sales situation.
The auto market is facing growing troubles. Yi Tong, General Manager of Sales, Yi Wencai: I think that the current downturn in the auto market is a normal reflection of the blowout and is in full compliance with the law of market development. Moreover, from the actual sales figures, although the growth rate of sales declines, the overall base is much larger. This shows that our auto market is continuously growing. At this stage, it can be said that the market is consolidating after continuous high growth. It is a growing problem.
At the same time, because the automobile occupies a decisive position in the national GDP, the government has no reason to restrict the development of the automobile industry, nor will it restrain the automobile consumption. At present, there are still too few cars on the roads in China, and the number of domestic cars owned by thousands of people ranks behind many countries in the world. Therefore, Chinese autos are still far from the time when some people have said that they are stabilizing. China's auto market will continue to grow and make great strides.
Ups and downs in the auto market, there must be a low tide with a climax Zhou Zhongwei: At present, despite the fact that there has been a sluggish state of auto consumption, consumer demand for automobiles has not been reduced. On the contrary, it has great potential. This can be seen from the consumer's concern about the trend of the license plate and the concern about the price of the car. The reason why the market is weak is because consumers need cars and they are picking their cars with a rational attitude they have never had before. Once this latent heat flow erupts, it will be overwhelming. Therefore, we can foresee the upsurge of the next round after the low tide.
Ju Wencai: In addition to the lagging effect of local phenomenon control and the tightening of the scale of lending, the one-sided emphasis on stimulating consumption and early consumption in previous years has also exacerbated the current decline in sales. In addition, some of the media fueled the flames and caused negative misconduct. This has led to a misleading trend. As a result, consumers have been psychologically pressured to make a hard decision to buy a car. As a result, they have been holding their money on the sidelines.
From a global point of view, only the Japanese automobile market has experienced a high growth rate of more than 50% for one year, and China has experienced an alarmingly high growth rate for three consecutive years. It is normal for the market to fall. After consolidation, the auto market will still have a rising curve. From the fact that some international auto giants have placed their strategic focus on the development of the Chinese market, we can see foreign manufacturers’ confidence in China’s potential market.
Although the market environment has experienced a general downward trend, but these first-line dealers are all eye-catching for the fluctuations of the market. In this special "round table meeting," they proposed the counter-trend survival strategy "is even more a golden rule in actual combat.
In the downturn of the auto market, companies should consciously shuffle their brands: In the current situation, auto dealers, auto makers, and the entire auto industry will all face reshuffling. Instead of shuffling the cards "", it is better to consciously "shuffle" and take the initiative.
For sellers, they should focus on how to reduce costs and improve their capabilities rather than blindly expanding and being overwhelmed by overburdened capital inputs. In addition, we should rationalize the capital structure and talent structure, use the market downturn, train employees, improve the quality of employees, and realize the transition from human resources to human resources.
Zhao Jiyan, general manager of Huaxing Marketing Department: Since 1955, the Chinese auto industry has experienced six ebbs and flows, and after each market decline, the absolute value of sales has risen before the decline. Therefore, we can use the peace of mind to view the current market downturn, while taking the sales downturn as a self-adjustment period. In the current situation, the brand does not lie in the number but in how to do it well. We should get a brand and do a brand well. If you have the ability to develop a diversified business, comprehensive brand sales can more effectively avoid market risks.
The service is contradictory to the survival of the law. Baby Xuancheng, deputy general manager of steel, automobile and motor trade: When the car sales are “blowout, everyone is immersed in joy, and many problems in the automotive sales industry are tightly wrapped. Today, there is a market decline. The long-standing flaws in the auto industry have come to an end. In a sense, it also gives us an opportunity to reflect, especially on how to improve services. Take Baosteel Steam as an example, although we have fewer actual users at present, However, after a series of self-adjustments such as the training of employees' comprehensive qualities and the improvement of service quality, we have found that our potential users are on the rise, and once the ice-cold period has passed, we will be able to adapt well to the new situation.
Ju Wencai: In the current situation, as a seller, our work orientation should shift from products to resources and services. The era of resource scarcity is over. Whoever is close to the consumer can stand in front of the industry. We can use this period of time to adjust the talent structure, improve sales tools, and throw out the hoe to introduce tractors.†The Yitong Wuning Road shop set a record high sales record in May and became a bright spot in black.†This proves that it is entirely feasible for dealers to meet the challenges by consciously shuffling their cards.
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