“618” is now not only a grand carnival of the e-commerce platform, but also a major channel for car companies to promote “selling cars”.
Car companies through price cuts, cash concessions, replacement subsidies, low interest rate finance and other means to join the “618 promotion” to attract consumers to place orders and boost sales.
According to the incomplete statistics of Galaxy, about 20 brands have participated in this year’s “618” promotion with a variety of styles.
Some promote jointly with Taobao Tmall and JD.
com, some car companies issue orders to send benefits in the official studio, and some invite anchors to live broadcast with goods to sell cars.
Promotion efforts also vary, most car companies offer discounts of tens of thousands of yuan, but some car companies simply join the fun and do not offer much concessions.
Moreover, among the car companies that want to seize the “618 Great Promotion” this time, joint ventures account for a higher proportion and are generally stronger.
Thus it can be seen that after independent brands such as BYD entered the market hinterland by virtue of new energy, the joint venture brand really fell off the altar.
After the halo of the brand is gone, the route of high brand premium will not work.
The joint venture price collective “big dive”, this “618” activity, the joint venture brand strength is stronger, the marketing campaign, the price drop intensity is generally more interesting.
For example, Guangzhou Auto Toyota announced that the 18th anniversary of the 618 event will allow limited time and limited quantities to snap up models such as the Hanlanda dual engine and Camry dual engine from June 18 to June 23.
Among them, Hanlanda double Rock starts at 217800 yuan, which is 32000 yuan cheaper than the official price, and Camry double Rock starts at 149800 yuan, which is 22000 yuan cheaper than the official guiding price.
Guangzhou Auto Honda has also made a lot of efforts to promote its sales.
For ZR-V models, the time-limited discount is more than 60, 000 yuan, the national limited edition is 618, the gasoline version starts from 99800 yuan, and the hybrid version starts from 119800 yuan.
The event time is from June 18 to June 28.
Photo: JD.
com, SAIC Volkswagen official “618” promotion is not strong, but its dealers are “crazy dump”.
Some dealers announced that the current car giant benefit is up to 70, 000 yuan, the old car replacement subsidy is up to 20, 000 yuan, and the Lang Yi family starts at 79900 yuan.
Among other joint venture brands, BMW, SAIC Skoda, Changan Ford, Changan Mazda, FAW Toyota and other car companies also joined the 618 event.
Among them, FAW Toyota Corolla limited time comprehensive discount of 43000 yuan, only 79800 yuan from, Changan Mazda opened a 12-hour live car sales activities.
Among the independent brands, some car companies such as Chery Automobile, FAW Pentium and Polar Krypton choose to cooperate with e-commerce platforms such as JD.
com Mall.
For example, Chery Xingtu and JD.
com APP provide Yao Guang with activities such as “purchase coupons of 30000 yuan under 10000” and “car purchase coupons of 618 yuan to 3618 yuan”.
Polar Krypton official Weibo announced that 21 polar krypton Xs were provided for the lucky draw at the JD.
com 618 Gala.
These 21 products are mainly signed by the artist Song Santu.
FAW Pentium and JD.
com joined forces to announce that users can use JD.
com white strips to buy Pentium ponies and enjoy a maximum of 12 zero-interest cars.
Among the new forces, Xiaopeng, Zero run and other 618 promotions are also quite strong.
Among them, Xiaopeng said that the purchase of 2024 P5, P7i, G6 and G9 models can enjoy battery lifetime warranty service, as well as a 50% discount on paid rims.
The new zero run C11 opens a special sale, with a national limit of up to 28680 yuan discount gift package.
While Wuling Motors launched the “Starlight 5 Gift” and lowered the price of Wuling Xingguang to 79800 yuan, it cooperated with Internet celebrity Simba and sold more than 5000 cars in the studio.
On the whole, everyone wants to seize the heat of 618 and sell more cars.
Selling cars is true, and so is the heat.
If consumers who do not pay much attention to the current situation of the automobile industry, when they see the car companies shouting so hard during the period of 618, they may be tempted to say “the strength of the discount is really big.
” But for potential customers who put car purchases on the agenda, 618 is probably a gimmick.
Under the new energy offensive of Chinese brands such as BYD and Geely Galaxy, the price system of the entire automobile industry is being reconstructed.
The era of “the same price of oil and electricity” or even “electricity is lower than oil” has accelerated, and the joint venture brands with oil vehicles as the main force have been greatly impacted.
The specific performance is that the market share falls below 50%, and the terminal price falls again and again.
For example, SAIC-Volkswagen’s main Passat terminal discount is as high as 70, 000 yuan, and the price will be less than 120000 yuan.
Photo source: Chery, people who know something about the auto market should also know that Hanlanda and Camry are not only the main sales force of GAC Toyota, but also the representatives of Ivy League models in their respective markets.
Among them, Hanlanda is the benchmark of the seven-seat SUV market.
When it sells well, it is hard to get a car, and it even needs to wait in line to buy it with a price increase of 20,000 to 30,000.
The Camry is also a victorious general in the B-class car market, with monthly sales of more than 10,000 vehicles.
Unexpectedly, under the impact of new energy brands such as BYD and Geely Galaxy, the main models of GAC Toyota also began to sell, and needed sales promotion to protect share to boost sales.
Even without the 618 promotion, the terminal price of Camry has dropped to about 140000 yuan, and the Hanlanda terminal has a discount of up to 70, 000 yuan.
While the terminal prices of Ivy League oil vehicles have dropped again and again, they are all forced by independent new energy competition products.
However, even if the Camry, Passat this wave of unprecedented price cuts, but the price is still higher than Yadi Qin L tens of thousands of yuan, and Changan Qiyuan A07, zero run C01 and other new energy models comparable.
In short, under the advantages and disadvantages of the market, this wave of Chinese brands has temporarily taken the lead and mastered the pricing power of the products.
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