Judging from the laws of the past, the commercial vehicle sales season began after the Spring Festival until May, but this year, the commercial vehicle market has experienced an unfavorable situation during the peak season. In terms of this start, the 2008 commercial vehicle for Dongguan was Dealers will be a challenging year. Recently affected by the transformation of Dongguan enterprises, some companies have moved out of Dongguan one after another. The target consumer group of commercial vehicles has therefore been significantly reduced. On March 15th, Dongguan’s diesel supply has been in short supply, which has, to a certain extent, increased the demand for car buyers. Wait and see mood; and the reporter learned from the Dongguan City Environmental Protection Bureau that Dongguan will follow the “Guangdong Province's Implementation Plan for the Prevention of Exhaust Pollution from Vehicles” and implement the National III standard. Before the implementation of the new standard on July 1, how to digest the existing The inventory of China II models will be a major challenge for dealers.

[Business MPV] The market is low, brewing innovation sales model

At present, the biggest problem encountered by the commercial vehicle market is that consumers’ demand for cars is significantly reduced.

In Dongguan, the active period of the business MPV market was in the first few years of 2005. At that time, the development environment of Dongguan enterprises was relatively good. As a result, the number of companies increased dramatically, which also led to an upsurge in sales of business MPVs. After this round of major developments, the performance of the MPV market has remained relatively stable since 2005, showing a steady and rising maturity. At present, the main models of commercial MPVs in Dongguan are JAC Refine, Dongfeng Popular, Buick GL8, and Odyssey, which account for about 70% of sales in local market segments.

When a reporter visited the auto market in March, dealers of major brands such as Jac refine, popular, and Buick GL8 all reported to reporters that business MPV sales did not increase during the peak season this year, and each brand showed a certain degree of decline. The sales situation in April was more severe than in March. Relevant person in charge of JAC Refine told reporters that sales of JAC Refine have not improved in recent months, and fell by 20% month-on-month in March. Xinglong Motors, which is popular in selling MPVs, also told reporters that it only sold more than 90 vehicles last month. The car, which sold nearly 30 vehicles in the first half of this month. Zhicheng Motors, which operates the Buick GL8, revealed that sales of the GL8 fell by 30% year-on-year in the same period last month. The recent market performance of the Odyssey was mentioned by Guangzhou Honda dealers. Not too ideal. In addition to the significant shrinking sales of major brands, the reporter learned that sales of brands such as Parker, Gold Cup, and Reese continued to be sluggish. When reporters visited the auto market, sales staff said that in April, the number of visitors to the store was even lower, and the current “peak season” business was very deserted.

Analysis of the industry, the recent Dongguan City Government to promote industrial upgrading, some companies thus withdrew from Dongguan, plus the dollar continues to weaken, the yuan continues to appreciate, many companies in Dongguan face "the better the business, the more serious losses," these Commercial vehicle sales are negative factors. Among all commercial models, the business MPV market first felt this shock wave. Because the price of MPV is higher than that of light trucks, pickup trucks, and micro-fabricators, customers' car purchase plans are also relatively cautious. In fact, since December of last year, business MPVs have shown a slowing trend in sales, and have been shrinking significantly in January and February when light-duty trucks and micro-sales have become more prosperous.

On the other hand, as the business MPV market in Dongguan has been relatively stable for several years, the sales expectations of manufacturers for dealers naturally increase year by year, and this year's sales season can not take a lot of goods, and dealers are facing greater inventory pressure than in previous years. In order to stimulate the market, commercial MPVs have recently introduced a certain amount of preferential margins. This reporter learned that Odyssey’s preferential rate has exceeded 16,000 yuan; sales of Ruifeng-type Chunfeng and Junyu have started “6th Anniversary Celebration, Ruifeng Series Full Million RMB Promotion Month” from April 8, all models have More than 10,000 yuan in cash concessions; popular Ling Zhi early in the beginning of the price reduction.

How much the price cuts have a stimulating effect on the market, many dealers believe that the actual role is not too great. Zhiping Lai, general manager of Buick Brand Sales, pointed out that the biggest problem encountered in the current business MPV market is that of consumers. Demand for cars has been significantly reduced. Under such circumstances, the discounted price cannot attract customers to visit the store. Therefore, the dealers are prepared to find another way to develop a method of car purchase between loan and lease. And there are also independent brand dealers worried that the current discount rate will increase consumer wait-and-see psychology.

In the auto market, price cuts and new cars have been the two biggest killers to attract consumers' attention. This time the dealers also have a two-pronged approach. This year, the 2.4L new dynamic version has been popularly launched. The car is priced at 122,800 yuan, which is more affordable than the brand's 2.0L model. The dealer thinks that this is what the depot has to offer to meet customers who have higher demands on power. of. JAC dealers also said that the more powerful 2.0T series will replace the current products in the future. The recent introduction of new cars by the Parker also emphasizes the characteristics of environmental protection and fuel economy.

[Pickup] Steady sales, internal pressure to digest prices

Pickups are basically niche models in Dongguan. The total annual sales will not exceed 1,500 units. The current local brands are Foton and ZTE pickups. In addition, Fudi, Ao Ling and other brands also have a certain market.

The reporter learned that the pickup market in April was also relatively light, which was mainly influenced by the habit of Guangdong residents not buying large items before and after Ching Ming. However, the heads of ZTE pickup trucks and Foton pickup trucks all said that in the first quarter of last year, there was no obvious drop in Dongguan pickup truck sales. Taking Futian pickup as an example, the total sales volume was close to 500 units last year, and 100 units were sold in the first quarter of this year, and the start was reasonable. In the interview, everyone thought that there is less of a good factor in ruling this year. This year's pickup market will not repeat the hot sales situation in 2007, basically maintaining the market structure in 2006.

The person in charge of Futian Ao Ling told reporters that the price of pickup trucks is relatively low, and it is a necessary production tool, so relatively speaking, consumers need to consider fewer buying factors; at the same time, the recent price hike has not affected the pickup market. The pickup-type cost pressures can be digested internally; these are good factors for this market segment.

However, in the face of the country's three standards to be implemented this year, dealers have also begun to clear inventory operations, and then there will be new models to meet the new emission standards to the Dongguan market. The reporter learned that the cost of the new car will increase by 8,000 yuan to 10,000 yuan.

On the other hand, pickup truck dealers also began to learn from the dealerships of cars, and carried out some services to old customers. Aaling, Qingling and other brands of dealers believe that pickups used to be low-end products in the past, so customers have low brand loyalty. In response to this situation, proper on-site service and improvement of maintenance procedures can improve customer satisfaction. Degree, prompting old customers to introduce more new customers to buy a car.

[Lightweight] The market is slowing down, and manufacturers expect the policy to loosen

At present, the four major light truck brands in Dongguan market are Jianghuai, Jiangling, Qingling and Dongfeng. They have an 80% share of the Dongguan light truck market. In recent years, due to the rapid development of manufacturing industry in Dongguan, the light truck market has maintained a growth rate of around 10%. Last year, the total volume of the light truck market was about 6,000 vehicles, of which the sales champion was won by the JAC light truck. The brand sold more than last year. The new 2000 cars, the second ranked Jiangling car also has 1600 results. However, for this year's market prospects, dealers did not show clear confidence in the interview. They all thought that whether or not young cards can continue to grow this year is mainly based on the policy for the second half of the year.

The light truck peak season in previous years continued until the May 1st, and this year, the auto market has obviously faded at the end of March, which makes distributors somewhat unprepared. In the interview, the relevant person in charge of the JAC light truck told the reporter that the sales volume of the brand last month was 350 units, and that this month's sales will not exceed 180 units. The person in charge of the Qingling light truck also said that sales in the first quarter fell 20% year-on-year.

With careful analysis, it can be found that this kind of turn-off is not an accidental phenomenon. Behind it is a series of deep reasons.

First of all, this year affected by the price increase of steel and other raw materials, Dongfeng, Jianghuai, Ao Ling, Great Wall and other models increased prices several times in a row, adding up to a margin of about 10%, Jianghuai light truck three price increases in recent months, the entire series of models improved From 3,000 yuan to 10,000 yuan, the price increase of Ao Ling light trucks ranges from 1,000 yuan to 3,000 yuan. The users of light trucks are very sensitive to prices, and the increase in prices has significantly affected the purchasing confidence of some people.

Secondly, since March 15th in Dongguan, the supply of diesel fuel has begun to tighten again. Many gas stations have implemented limited time and limited supply of diesel fuel, which makes drivers miserable. The reporter learned that there is currently no indication that Dongguan will increase its diesel supply in the near future, and most of the light trucks are diesel vehicles. Sales volume will certainly be affected by the oil shortage.

Again, the transformation of Dongguan enterprises directly led to a significant reduction in corporate procurement. “The main reason for the sharp decline in light truck sales is that unit purchases have become significantly less. Generally speaking, unit purchases accounted for 70% of the sales volume in the light truck market. This year, Dongguan enterprises have undergone a double transformation, and many companies are waiting to see if they continue to develop in Dongguan. It is one of the reasons why the light truck market is not booming in April.” Chen Shuanglian, general manager of Jiangling Motors, told reporters.

In addition, since most of the light trucks currently only comply with the National II standard, starting in July this year, Dongguan will implement the National III emission standards according to the "Guangdong Provincial Vehicle Exhaust Pollution Prevention and Control Plan" time, and how to clean up before the implementation of the new emission standards. The inventory that is currently in place is a difficult issue for light truck dealers.

In response to this phenomenon, some light truck dealers have expressed a headache. Because the current light trucks have no room for price cuts, and light truck consumers value the price very much, dealers can hardly carry out powerful promotions. In addition, there are certain requirements for manufacturers to take delivery of goods, and therefore it is impossible to avoid risks through reasonable control of inventory. When asked by reporters, it was possible to sell the model to the customer in advance before the implementation of the new standard, as did some dealers in Beijing. The dealer thought this approach was too risky because the sales prospects this year were difficult. Measurements, in case of failure to sell on the card, dealers have greater pressure on the turnover of funds.

The reporter learned that among the major distributors, only Qingling has already been selling light trucks that meet the national III standard, and the dealers' prices have not risen and fell in the current situation. At present, there are 7,000 yuan discounts for the National II and State III emission standard models of the dealership.

In terms of models. In an interview, the reporter found that brands such as Olympic Bell, Jianghuai, Dongfeng, and Qingling will launch new models that meet China's three emissions standards after the implementation of the new emission standards. According to report, because the engine technology needs to be upgraded according to the conditions of the new oil products, the price gap between the two different emission standard models is between 10,000 yuan and 20,000 yuan, which has also become the dealers encourage customers in July 1 The main reason for buying a car a few days ago.

When it comes to the trend of the market this year, dealers believe that it is mainly the case in the second half of the year. If the country’s three standards come as expected, then the increase in costs will cause huge sales pressure on this market, and if the policy has some positive factors, For example, Dongguan canceled the “restricted card order” (Dongguan City issued the “Card Restriction Order” requirement in 2003. Only the driver or the company that holds the B photos can give the truck a license. Therefore, many consumers choose to buy a car in Dongguan. If the Shenzhen license is used or if the car is bought directly in Shenzhen, the vitality of the market will be greatly increased.

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