The development of the car market this year has been in a state of ups and downs since the beginning of the year.
New cars poured into the market, there was a hot fight in public opinion, and there was a growing price war.
Everyone in the industry deeply felt that with the pain of industry transformation, no one could be left alone.
Don’t look at the data, the market penetration of new energy vehicles is rising, and the cumulative sales volume is not too much difference compared with previous years, but fatigue, anxiety, confusion and confusion, a variety of negative emotions always run through it.
The high-intensity competition in the market does make consumers not only dazzled, but also buy the desired car with the least money as much as possible.
But after 8 months of fermentation, is this trend of development healthy after all? Oh, maybe.
For some online celebrity enterprises standing on the tuyere, such a disorderly and frantic market environment happens to be a natural help for their own consumers.
In this bad joint venture into a normal, independent brand killing stage, quickly with the help of public opinion to seize the market, no matter how it is a good deal.
Even if it is operating at a loss and selling the new car as cabbage, it is possible to win over the hearts of the people in the end.
However, China’s auto market is so big that we should understand that the formation of market rules and order is not determined by a single car company or a few enterprises.
When the reshaping of the market pattern evolves to another form, the appearance of some labor pains can not be covered up by superficial singing and dancing.
Now, consumers are immersed in the joy of buying cars at a discount, and new energy car companies are happy to encircle and suppress traditional car companies, which is a real reaction that the market is beginning to break away from the inherent track of the past.
On the other hand, most of the downstream enterprises in the industrial chain are experiencing unprecedented survival shocks, which has actually become a microcosm of this market change.
Especially for those car dealers, compared with the development problem that the supply side is beginning to fall into a longer payback cycle and faster research and development, there are a large number of market changes that directly touch the lifeblood of their survival, almost depriving them of the ability to face all industrial upheavals.
Previously, under the impact of the direct marketing system established by the new forces, dealers had to enter the entangled state of being online celebrities while losing a large number of potential users.
now, while losing money and eliminating inventory, they also have to face a steady stream of new cars from manufacturers and the initiation of round after round of price wars.
The occurrence of too many changes, the final result, is also self-evident.
, the darkest moment for dealers, why did China’s car market become like this? In the face of this subject, I think no one has given a beautiful explanation.
But at this point, with more and more disturbing information coming out of the industry, it is related to the future development of the car market, is it really not worth thinking about the whole industry? A few days ago, an official Weibo of the China Automobile Circulation Association said that recently, the association has received a large number of member enterprises that drastic changes in the automobile market brought about by factors such as a continuous “price war” have left car dealers in a deep quagmire and are faced with the outstanding problem of extremely tight liquidity.
To this end, the association formally submitted an “emergency report on the current financial difficulties and shutdown risks of car dealers” to the relevant government departments.
And the report also realistically points out that the current car dealers’ new car sales have suffered large losses, and there are widespread cash flow deficit operations and increased risks of capital chain breakage, so it is difficult to get rid of the plight of survival.
As mentioned at the beginning of the article, on the one hand, due to the lack of vitality of car consumption caused by the economic environment, and car companies carry out vehicle wholesale endlessly, so that the inventory equivalent of dealers remains high, in order to alleviate the contradiction, we are forced to sell at a low price.
On the other hand, the growing “price war” has directly disrupted the already fragile purchase and marketing system, and the contractual relationship between heavily indebted dealers and banks has been directly put to the most extreme test.
, in the past two years, especially after the price war began, is there still little news about dealers’ thunder and bosses running away? As big as Guanghui Group, down to Guangdong Yongao, Jiangsu Senfeng, Zhejiang Zhongtong and so on, which one is not collapsed or reorganized because of the superposition of these reasons.
Of course, we do not deny that when China’s car market has evolved to today, it is time for car dealers who once made money standing up to receive re-education brought about by industry changes.
For many consumers, they can’t wait for these mercenary enterprises to make room for the car companies that have the ability to build their own direct operation system.
However, the emergence of any problem must have two sides.
Behind the arrogant and domineering car dealers chanting “help”, there is a sad misjudgment of the speed of evolution of the times, and to a certain extent, it points out the hidden dangers of the development of China’s car market for a long time.
According to simultaneous information, as of August this year, the highest upside-down sales data for dealers had reached-22.
8%, an increase of 10.
7 percentage points over the same period last year.
In addition, according to the analysis of relevant data from experts of the association, in August, the overall discount rate of the new car market was 17.4%. From January to August this year, the “price war” has caused the overall retail of the new car market to lose a total of 138 billion yuan.
, throughout the development of China’s auto market over the past 20 years, such an astonishing loss figure is almost unprecedented.
In this regard, I can only say that this is the case.
When the market has lost its ability to heal itself and the market has entered such a field, the only confirmed reason is that the dealers, manufacturers and users in the same chain are no longer on the same channel.
In the past, manufacturers could resolve the contradiction between vehicle supply and marketing through the distribution ability of dealers, and dealers with dominant power could use car sources to influence consumers’ decisions.
in case of capital problems, there were a large number of financial institutions behind them.
banks can disperse the pressure in this link.
Now, seeing the chips in everyone’s hands being gradually dispelled by the flames of the price war, living without rice means that it is almost a reality to be hurt by the environment.
Today, when various survival crises occur frequently, if you look at the problem from the perspective of dealers, most people will think that since the situation is so serious that it is necessary to use the mouth of the China Automobile Circulation Association to implore the relevant departments to take action as soon as possible, to study and introduce phased financial relief policies and measures in the field of automobile distribution, then, as a weak party, dealers can be forgiven for making such a request.
But in fact, looking back on the distribution logic that the Chinese auto market has always adhered to, I thinkAs a result, the formation of the base of many problems has been around for a long time.
was not built in a day.
Once, we always thought that after the implementation of the measures for Automobile sales Management on July 1, 2017, the original measures for the implementation of Automobile Brand sales Management was abolished at the same time, and the output of the New deal promoted the reform of breaking the single system of brand authorized sales, which would have a positive impact on the way of automobile sales and the rights and interests of consumers.
Among them, many provisions focus on regulating the trading behavior of automobile suppliers and dealers, for example, prohibiting suppliers from setting sales targets unilaterally, tying goods, restricting multi-brand operation and resale, but in fact, as the saying goes, “there are policies at the top and countermeasures at the bottom.
” when dividends continue to emerge in the market, don’t expect everyone to do things according to the rules.
In the industry, car companies always have the rules of the game for the car source deployment of dealers.
Hot-selling cars with inventory cars, unpopular cars, handed over to dealers together, and finally to balance their interests, is the default of almost all participants.
Similarly, as the game of cards gets bigger and bigger, the matter of leveraging becomes something that everyone is willing to mess with.
All of a sudden, dealers want to maximize profits and need hot-selling cars to offset the losses of unsalable cars.
It has become normal for dealers to go to the bank to raise funds in the form of mortgage certificates if they have no money.
In order to sell new cars to as many consumers as possible, the introduction of various financial institutions to introduce a variety of preferential terms with their own blood-sucking properties, their behavior is also everywhere.
, in fact, for these chaotic phenomena, whether you have noticed it or not, they have long been exposed to the outside world through many ways.
However, because the cake is big enough and the upward momentum of the market is so fierce that no one cares about it, or even directly attribute it to accidental events.
Oh, business, is it really just to make money? Since the establishment of the dealer system, I think the answer to this question has always been yes.
Especially in the decade of rapid growth in China’s auto market, how could car dealers adhere to long-term doctrine in order to maintain the healthy development of the market? In view of the brand chaos era, making quick money is what the whole industry chain is doing, and the dealers involved in it will always be inundated by such an environment.
But obviously, it is doomed that when the tide fades, we must be able to see who is really swimming naked.
In fact, since the year 2024, we all know very well that the consequences of a price war will certainly make most people feel painful.
The stock is eroded, the increment is unable to obtain, the traditional dealer is bound to encounter the front and back attack.
However, when all the unhappiness comes, who would have thought that this chain of labor pains would lead to such an end.
The suffocation of the knife in the lung tube is too deadly.
, previously, the “National investigation report on the living conditions of Automobile Dealers in the first half of 2024” released by the China Automobile Circulation Association showed that for the whole first half of the year, the loss proportion of domestic car dealers was as high as 50.
8%, while the profit proportion was only 35.4%. Behind the substantial expansion of the loss compared with the same period last year is that many dealers are already in a deficit state and are on the verge of bankruptcy.
Perhaps, in order to change this situation, BMW took the lead in blowing the bugle of price tightening in the middle of the year, trying to turn things around with its own brute force, but the real sense of bone is too responsive.
The decline in sales has shattered BMW’s ideals and dealt a blow to all peers who want to stop the price war.
Some people may ask that the dealers who are going through all this need only to take out the money they have earned in an emergency, or if the car companies take the initiative to reduce production and scale down, won’t all these problems be solved? But the root of the problem is that relying solely on self-guidance in the industry, it is no longer possible to correct the chaotic methods of the industry.
The break of the dealer capital chain was originally to repay the debt that leveraged indiscriminately at that time, and the impact of production reduction by car companies on employment and the practice that undermined the stability of the whole industry chain was also unacceptable to the local authorities.
, in this way, whenever a dealer complains how difficult it is to survive and the original means of relying on shipments to make rebates gradually become invalid, what is the use of empathy? There is certainly no way to use extraordinary measures to rescue this precarious system.
But for China’s auto market, which has entered a new stage of development, if the turmoil can be smoothed out safely, the stubborn dealer system needs to be reformed from the source to the bottom.
Otherwise, the magic situation in which the scar forgets the pain will still be repeated.
In fact, at the end of the day, the “price war” is just a demon mirror to reflect on the various aspects of the industry, so that the industry can reflect on who is pushing the dealers to the brink of death from top to bottom.
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