Consumer demand has fallen sharply, and many ministries have "policies" to stabilize the market.
According to the data released by the passenger car market information association, in February 2020, the national passenger car market retailed 252,000 vehicles, down 78.5% from February 2065, 438+09. Compared with February 2065, 438+09 is an ultra-low base due to the Spring Festival, and the car penetration rate is relatively high everywhere. The continuous decline in car sales is accompanied by the outbreak of the epidemic. Twenty-three departments, including the National Development and Reform Commission and the Ministry of Commerce, jointly issued the "Implementation Opinions on Promoting Consumption Expansion and Upgrading and Accelerating the Formation of a Strong Domestic Market" (hereinafter referred to as the "Implementation Opinions"), which put forward a series of opinions on accelerating the improvement of the institutional mechanism for promoting consumption, further improving the consumption environment, giving play to the basic role of consumption and helping to form a strong domestic market.
The "Implementation Opinions" clarify that it is necessary to promote the scrapping and updating of motor vehicles, speed up the promulgation of the detailed rules for the implementation of the "Management Measures for the Recycling of Scrapped Motor Vehicles", strictly implement the technical specifications of scrapped motor vehicles recycling and dismantling enterprises, and improve the implementation guidance for the scrapping and updating of agricultural machinery. Promote the change of automobile purchase restriction to guiding use policy, and encourage the automobile purchase restriction area to appropriately increase the number plate restriction.
Earlier, on February 20th, at a press conference, Wang Bin, deputy director of the Market Operation Department of the Ministry of Commerce, said that the next step would be to thoroughly implement the central government's important decision-making arrangements on "actively stabilizing traditional mass consumption such as automobiles", and work with relevant departments to study and introduce policies and measures to further stabilize automobile consumption, so as to reduce the impact of the epidemic on automobile consumption.
For the depressed automobile market, the Ministry of Industry and Information Technology pointed out in the Guiding Opinions on Orderly Promoting Enterprises in the Industrial Communication Industry to Resume Work and Production on February 24th that traditional mass consumption such as automobiles should be actively stabilized, and areas where automobile purchases are restricted should be encouraged to appropriately increase the number of license plates to drive the consumption of automobiles and related products.
China Automobile Industry Association put forward relevant policy suggestions of "stabilizing growth and promoting consumption", including speeding up the resumption of work and production of enterprises including Hubei; Guarantee employment and improve logistics efficiency; Adjust the "double points" assessment, delay the "national six" standard models and other active burden reduction policies; Optimize and continue the new energy subsidy policy, vigorously develop the new energy automobile industry, and introduce a series of policies to stimulate consumption potential as soon as possible.
Delayed demand is not "reduced"? It is difficult for customers to transform "short-term"
Under the epidemic situation, the consumer market has been greatly affected, and the performance of automobile retail has been sluggish recently. According to feedback from many dealers, the sales of many dealerships in February fell by more than 70% year-on-year, and the retail volume was almost frozen. So is the sharp drop in car sales due to the reduced demand for car purchases?
According to the Insight Report on China's Automobile Consumption under the COVID-19 Epidemic in 2020 released by China Automobile Association and car home, the epidemic did not reduce the demand for car purchase, but the short-term demand transformation was restrained. According to the online survey, the current automobile retail volume has fallen sharply, mainly due to epidemic situation and seasonal factors. Most consumers are isolated at home, and the test drive and car booking are limited, forcing some users to postpone the release. However, these factors are short-term factors and will disappear with the progress of time and the lifting of epidemic prevention. In the short term, the decline in the number of clues is more due to the delay in demand than the reduction in demand.
At the same time, the report also shows that the outbreak of the epidemic has made people pay more attention to personal health protection, so the sudden epidemic has also become an inducing factor for some users to buy cars. According to the survey, it is found that "driving to reduce the chance of infection" and "family travel safety demand" are the main factors to strengthen the purchase of private cars by analyzing the users who have no car purchase plan before and have strengthened their demand for car purchase due to the outbreak of the epidemic.
Generally speaking, the demand of consumers in China automobile market is not "reduced" but "postponed". According to the monitoring of the Ministry of Commerce, retail enterprises 1 0,000 were monitored in late February, and the average daily sales increased by 5.6% compared with that in mid-February, and began to resume positive growth after continuous negative growth from 65,438 to 10 in late October. Among them, the rebound growth of automobile demand is more obvious, with a month-on-month increase of 14.8%.
With the positive results of epidemic prevention and control, residents' panic has eased, enterprises have accelerated their return to work, and the production and living order has accelerated. Some of the consumption suppressed by the epidemic in the early stage began to be gradually released. As the epidemic situation is gradually effectively contained, the production and living order will be further restored, and the market sales will further steadily pick up. The difficulty of transforming intended customers into prospective customers will gradually decrease.
The epidemic situation stimulates the intention to buy a car, and the "new demand" for buying a car needs to be met urgently.
March 6th? Doctor of law? Power released a survey report on the influence of COVID-19 epidemic on consumers' willingness to buy cars. The survey shows that the epidemic has stimulated the enthusiasm of some consumers to buy cars to some extent.
According to the survey data, although affected by the epidemic, nearly half (48.8%) of the respondents who do not intend to buy a car said that they would "probably" or "definitely" buy a car, indicating that the epidemic has a significant impact on whether people buy a car.
According to China Automobile Association and car home's Insight Report on Automobile Consumption in China in 2020, the epidemic did not reduce consumers' demand for automobiles, but the short-term demand transformation was restrained. The epidemic has spawned new demands from consumers. Most users want to add "air purification and anti-virus" functions to vehicles, and are willing to pay 1000-3000 yuan for such functions.
The epidemic has continued to this day, which has affected the travel of the people all over the country, but it has also strengthened the awareness of health and hygiene. For users who are concerned about cars, in the context of epidemic situation, functions such as in-car air purification system and car disinfection are more attractive. According to the survey data, the "in-car air purification system" is a car function that users pay more attention to under the influence of the epidemic, accounting for nearly 70%.
At present, Volvo S60, BYD Tang and other models are equipped with in-car air purification systems. Geely Automobile also announced that it will launch an in-car purification system with N95 mask level standard in the near future, and the air conditioning filter with higher filtration effect will purify the air inside the car. The increase in vehicle configuration and functions also means more capital investment. 84% of the surveyed users are willing to pay for the function of "air purification system and anti-virus", but the consumption expectation is less than 3,000 yuan, and the users who bear more than 3,000 yuan account for 17%.
Generally speaking, it is inevitable that the current automobile market sales will decline, but after the epidemic, there will inevitably be a short-term "car purchase peak". However, with the deepening impact of the epidemic on the economy, consumers' money will inevitably be "tighter". Even if the government, car companies and dealers continue to raise prices to stimulate consumption, I am afraid that car sales will not increase to a particularly high level during the global economic depression.
With the maturity of the automobile market, consumers not only pay attention to the appearance and performance of the vehicle itself, but also begin to pay attention to the intelligent safety aspects such as air health of the vehicle. In the case of declining sales, how to meet the new needs of consumers has become a new problem to be solved when getting off the bus. The "road to change" of demand will inevitably lead to the "fall" of enterprises, but there will always be better and better enterprises standing up and becoming a "new era".
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.