China's auto brands break through the market

The crisis brought pressure and difficulties to the auto market in Dongguan, and it also brought about opportunities for rise and reconstruction. The national car brands that were once detested by the joint venture brands, in the past half of the economic crisis, went against the market and won both sales and benefits.

The data shows that in the first half of this year, the share of self-owned brand models exceeded 25% in the new car brand. This is also the year in which all new car models have a relatively large proportion. “Years may have decreased, but the chain has grown in absolute terms; sales have declined and profits have improved.” Asked about the sales of their respective main brand cars in the first half of this year, most Dongguan car dealers expressed more satisfaction.

"The test report card" BYD won the "first brother" position

Compared with the frustrated expression of car dealers at the end of last year, most businesses in the “test report card” this year expressed satisfaction. The reporter learned from major automobile dealers in Dongguan that from January to June this year, the top sales brands were BYD, Chery, JAC, Haima, Great Wall, Geely Automobile and other brands. Although commercial vehicles are not fully accounted for, sales have been gradually warming up after the Chinese New Year.

“The sales in the first six months were close to 1200, of which more than 600 BYD vehicles and more than 500 cars were popular.” Wang Hu, director of Dongguan Xinglong Motors Market, told reporters that if they say in absolute terms, their dealerships are not doing well this year. People are satisfied; but from a profit point of view, they are generally OK. Wang Hu said that the total sales volume of BYD in Dongguan in the first half of the year (including one network, two networks, and three networks) was only over 2,400 vehicles. Although compared with historical peaks, the sales volume of Xinglong Motors was not satisfactory this year, but it was already considered Very good. "At least not like a loss at the end of last year to sell cars." He said that most car dealers have taken this year would prefer to sell less, nor lose money to sell cars.

As a stable and stable development of the hippocampus in Dongguan, did not adopt the BYD, Geely and Chery sub-net sales policy, but the implementation of 4S shop sales system. “We and Sanyi’s dealerships are sold in different regions. The sales of the two stores are similar. In the first six months, they added about 1,000 cars, of which Haifuxing sold the best.” Xiong Heng said that in order to improve its own brand and do not want to let People think that it is a low-end car. The hippocampus manufacturers control the production capacity this year, and strive to improve the quality of hippocampus, and bring the price of hippocampus cars closer to mid-size cars. "Hippocampus strives to build its own engine and gradually expands its own network, which also allows us to resolve the crisis in the crisis and win the opportunity."

This reporter learned that the rapid growth in the first half of this year is mainly the Great Wall and Chery Automobile. Due to the addition of new dazzling, cool bears and other cars, the original Great Wall of a single commercial vehicle was transformed into the car market. Chery Automobile had developed rapidly in its early years and was affected by the economic crisis and the breakdown of some models in 2008. In 2009, it renewed its efforts to launch new models and was more active in market development. Coupled with the improvement of the environment this year and the country’s incentive to purchase small-displacement vehicles, sales have reached more than 1,700 units in the first six months. Chery Automobile Co., Ltd. Dongguan Dong Fu Motor Co., Ltd. Huang Ke told reporters that the auto market is expected to continue to warm in the second half of this year, he is also optimistic about the 100,000 yuan less than the popular models.

Commercial vehicles turn into cars and face pressure

Consumers who pay a little attention to the current automobile market will find that in the past, cars such as Jianghuai, Great Wall, Fengxing, Futian, etc., basically all commercial vehicles such as trucks and MPVs, but in recent years, they have started to use cars. Do commercial vehicles convert to cars and consumers buy it?

“In the past, the boundaries between commercial vehicles and passenger cars were very clear. The key was the technical issue. Now that the platforms have become more open and the globalization of procurement has become more and more important, the threshold for cars is also reduced. "Li Weihong, managing director of Dongguan Junfeng Automobile Co., Ltd., told reporters that as Ruifeng and Ruiying sell well on the market, doing cars will be a matter of course. The original Great Wall Haval also accumulated experience and technology through SUVs, and sales of cars are also very good now. Li Weihong believes that it is indeed difficult for commercial vehicles to enter the field of cars. The key is to allow consumers to change their brand perceptions, that is, from the original commercial vehicle brand to the passenger vehicle.

The reporter learned that since last year, some auto brands have switched from commercial vehicles to cars. Affected by the economic crisis and technology, brands, and services, the real sales are not good. Whether it is JAC or Fukuda or Fukuda, due to the single model, the imitation of traces in the manufacture of passenger vehicles is very heavy, the quality has not yet been tested by the market, sales have not seen improvement. The reporter found out after comparing several self-owned brand cars that these commercial vehicles were converted to passenger car products and did not lose out to other joint venture vehicles on sheet metal, chassis, or even engines, but the vehicle's adjustment, shape and In terms of interior design, it goes without saying that there is a gap between the joint venture brand and BYD and Chery.

"Commercial vehicles started to be sedans. This may be a trend. China's passenger vehicle market is so big. Once there are technologies and conditions, commercial vehicle merchants will certainly shift in this direction." The dealer of Dongguan, a popular car, believes that commercial vehicle manufacturers are now facing With double pressure, on the one hand, commercial vehicles will become more and more fierce in the future; on the other hand, competition in the sedan market is also fierce. In order to have a share in this market, it may face more fierce competition than before.

MPV, trucks have passed the most difficult moments

“It was definitely down from the same period of last year, but we had a 20% increase from the second half of 2008.” Chen Shuanglian, general manager of Dongguan Jiangling Motors Co., Ltd. was interviewed by the reporter and said that in the first 6 months, Jiangling’s sales of all types of trucks were about 600. Multiple cars, this data surprised him. He said that the most difficult time for sales from October last year to March of this year has passed. With the gradual improvement of the economic environment this year, it is the key to the rebound of commercial vehicles.

“On the national market, our trucks and commercial vehicles are all selling crazy. Only the Guangdong market is in a state of decline.” Li Weihong said that JAC light trucks, medium trucks, and heavy trucks are selling hot in the country, especially in rural areas. Sales of Ruifeng commercial vehicles are also rising. , Dongguan, the absolute number of sales compared with last year did not rise or fall, is related to Dongguan by the economic crisis is the heaviest. "If there is a turning point in exports, there may be recoverable growth in the fourth quarter." Li Weihong believes that sales of MPVs and trucks are also increasing. It is expected that the economy will accelerate at the end of the year, that is, the golden period for commercial vehicle sales.

The reporter learned that since the beginning of this year, with the adjustment of the government’s stimulus policies for small-displacement vehicles and the early recovery of the economy, it has greatly exceeded the expectations of business owners for the recovery of the auto market. The reporter learned that sales of medium-to-high-end trucks have not been affected and sales have continued to climb. However, in the MPV model, the entire commercial vehicle consumption in the first half of the year showed a clear trend of polarization. Great Wall Jiayu, Jinbeigerui, and Ruifeng, popular, Jianghuai and other low-end commercial vehicles can still dominate the market, and their performance is basically stable. However, mid-to-high-end commercial vehicles of more than RMB 150,000 and RMB 200,000 are under considerable pressure and are experiencing an unprecedented “pain”, such as GL8, Odyssey, K. Wah, Touran and Mazda, and import Volkswagen T5. The trend is slightly unsatisfactory, monthly sales of individual models can only be calculated in single digits, and some months are even not worth the sales in previous years.

"The auto market basically follows the trend of the stock market and gradually rises from low to high." The reporter learned that compared with the same period of last year, the sales of trucks fell by an average of more than 40% in the first quarter of this year, and some of the auto dealers fell more than 60%. However, after entering May, with the increase in the number of start-ups, the sales of trucks began to improve, especially in the sales of high-end trucks. Professionals believe that the trend of selling cars in the first half of the year will continue after September; trucks and MPV models will experience large growth after the economy accelerates.

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