·In 2014, Zhongshan’s car brand increased by 8.4% year-on-year

On the 8th, the reporter learned from the Zhongshan Traffic Police Department that as of December 31, 2014, the number of motor vehicles in Zhongshan was 964,133, of which 639,769 were car ownership. In 2014, the number of passenger cars on Zhongshan was 79,121. In 2013, the number of passenger cars on Zhongshan was 72,924, an increase of 8.4% in 2014. Compared with the sharp increase of 45% in 2013, the year-on-year growth in 2014 was 8.4%. According to industry analysts, although there was an increase in 2014 compared with 2013, the dealers’ days were not good, and the car dealers increased their sales profits. Very low, the pressure on Zhongshan car dealers is even greater.
The increase in the number of car dealers is difficult. "In 2013, the growth of Zhongshan Motor City by 20 to 25 percentage points is normal, but it has increased by 45%. The proportion of this growth may have a certain amount of water, because the proportion of high growth is sold from Zhongshan Automobile Dealers. The level of data is not reflected. In 2013, the growth rate of Zhongshan Motor Market was so high. Except for the prosperity of Zhongshan’s auto market, it was not ruled out that the owners of neighboring cities purchased cars in different places and then completed the card in Zhongshan.” Zhongshan Automobile Wu Hao, president of the circulation association, said that the initial implementation of the restriction period in Guangzhou led to a rapid increase in the number of new cars and car ownership in Foshan. Wu Hao said that in 2014, the market holdings increased by 79,121 vehicles, which is still inaccurate with the actual number of new cars, because there are data on scrapped vehicles and the calculation of moving in and out of vehicles.
Car dealers increase competition fierce According to the statistics of China Automobile Association, in the first 11 months of 2014, China's car sales were 210.791 million, an increase of 6.14%. Dong Yang, executive vice president and secretary general of the China Automobile Association, predicts that the overall growth rate of the auto market in 2014 will not exceed 7%. Therefore, the growth rate of Zhongshan Motor Market is still higher than the national average growth rate.
Above the national average, it does not mean that the days of Zhongshan car dealers are better. In December 2014 alone, there were two car dealers in Zhongshan, one of which was based on luxury cars and high-end cars, and multi-brand sales; the other was a new store with its own brand. In October 2014, two car dealerships opened, one is a luxury car multi-brand showroom, and the other is a single-brand 4S store for imported cars. According to incomplete statistics, in 2013, there were 110 automobile 4S stores in Zhongshan City; in 2014, the increase in secondary outlets was obvious, and it is expected to be around 130. Some brands with large sales such as Chevrolet, Buick, FAW Toyota, Dongfeng Honda, and Guangqi Honda have more than 3 joint-venture brands. The market in Zhongshan is so big, and the increasing number of 4S stores will inevitably lead to further competition. Selling a car at a loss, it is no longer news in the Zhongshan auto market, and everyone almost does it.
High sales volume did not bring good profits. The number of car owners in Zhongshan continued to rise. For car dealers in Zhongshan, more customers only increased their holdings, but their sales profits were not reflected.
Wu Hao said frankly that the competition in the auto market has become more intense in 2014, and the inventory pressure of car dealers in Zhongshan is very high. Although the sales volume has increased, the profit has not been generated. In 2014, dealers not only did not have a profit in selling cars, but even the car dealers who sold them had to pay for it. Isn't it worth making money to make money?
In fact, the manufacturer's policy is one of the root causes of price inversion. It is more common for manufacturers to set multi-faceted assessment targets for dealers, and cooperate with corresponding rebates, even with coercive methods to allow dealers to temporarily Ignore the degree of market acceptance and blindly pursue various rebates.
In order to get the rebate and maintain the same price competitiveness as other dealers, the dealers have to falsely report the sales volume and continue to pick up the car. However, after the inventory increase, the financial cost and promotion cost to sell the inventory car will follow. Increase, sometimes the manufacturer's rebate is not enough to offset this part of the cost, and false sales will affect the manufacturers to formulate the next stage of market policies, so that the industry is in a vicious circle.
At the same time, the price inversion caused the dealers to be forced to abandon the profits of new car sales, but also increased the dealer's pursuit of after-sales profits. As a result, a series of bundled sales appeared, such as low-equipped models with car boutiques to raise prices, earning high-quality boutique fees; requiring consumers to buy insurance in the store, on the card, otherwise not to sell cars; in the after-sales In the repair and maintenance project, the mind is hidden, so that the owner spends more money than the outside repair shop.

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