This "digital reading", let's refer to the weekly car market profile of the Federation from another angle, starting with the retail and wholesale directions.
★ Retail sales are frozen and wholesale sales are stagnant.
At the beginning of February, the automobile retail market was most seriously affected by the epidemic and almost frozen. Cities around the country are closed and restricted, and the Spring Festival holiday continues to be extended. If you don't have to buy a car, consumers generally don't go to 4S stores to buy a car.
In the middle and late February, the automobile retail market is recovering. Among them, a major feature is that the year-on-year decline in February gradually narrowed (from 96% in the first week to 63% in the fourth week).
However, as far as February is concerned, the retail sales of automobiles still dropped by 80% year-on-year, and the average daily sales of automobiles nationwide was only 7,000, compared with more than 30,000 in previous years.
Let's look at the wholesale sales volume, that is, the number of vehicles that car companies "send" to dealers. In contrast, wholesale sales were more seriously affected than retail sales, with a year-on-year decline rate of 86% in February.
The reason for this is the following：
1, delayed resumption of work, it is difficult for car companies and factories to resume production. Because the automobile industry chain is very long and involves many upstream and downstream suppliers, it is not just a problem for automobile enterprises to resume production smoothly.
For example, the most urgent need is to use masks for returning to work, but even if it is as big as a car company, it is difficult to purchase masks with a daily consumption of tens of thousands. SAIC-GM-Wuling and BYD. Switching to masks one after another is not only "what people need, what things make", but also the support of masks when the whole industrial chain resumes work.
2. The retail end is blocked, and the dealers have a hard time. Car companies voluntarily gave up the sales assessment and released some caring measures. After all, in the terminal, cars can't be sold, and forced wholesale sales will only make the inventory coefficient higher, and there is probably no car pressure. It is better to take advantage of this freezing period and make a good adjustment to let dealers and car companies tide over the difficulties.
3. During the epidemic, vehicle transportation also encountered obstacles, which is one of the reasons for the small sales.
★ List refresh, ranking reset
Next, let's take a look at the TOP that readers are most concerned about. What has the 10 sales list become?
The Federation announced the sales ranking of manufacturers from two angles, namely, comprehensive sales TOP? 10 (which can be understood as retail) and wholesale sales TOP? 10。 Among them, Beijing Benz and Chery Automobile are the most outstanding.
In the comprehensive sales TOP? In the 10 list, Beijing Benz ranked eighth, even surpassing SAIC-GM-Wuling. Chery Automobile rarely ranks in the top ten list. In February, the retail data exceeded 1 0,000, which is very weighty, helping Chery Automobile to restore its dream of being a strong man in the past.
Top of the list in mass sales? In the 10 list, Chery Automobile performed even better, ranking directly third in the list. Beijing Benz continues to catch up, ranking sixth. Other rankings have also been shuffled, with Geely ranking second and SAIC-GM slipping to 10.
Then analyze the ranking of automobile sales, mainly to see the top ranking of automobile sales? 10 and SUV sales TOP? 10。
Car sales number one? 10 list, the top three are still lavida, sylphy and Bora. Looking at the whole list, except for the unlisted models of 20 19, the year-on-year decline rate is above 60%.
What's interesting is Tesla model? The estimated sales volume in March and February is 3,900 vehicles, ranking fifth in the car list, and it belongs to the champion of luxury cars and electric vehicles.
In addition, don't ignore the mercedes benz c level. In February, the sales volume of new cars was 365,438+065,438+06, ranking 65,438+00 on the car list.
As for SUV sales TOP? 10, Haval H6 continued to win the championship, and Changan CS75 rose to second place.
Further down, Tiguan and Job are old faces, but Mercedes-Benz GLC ranks fifth, which is also "Mercedes-Benz"!
Related to Chery, Jiewei X70 and Tiggo 8 have sprung up and entered the list one after another, and even Guanzhi 5, who remarried to another family, ranks eighth, which is worthy of careful tasting. After all, it ranks among the best in SUV sales? In the 10 list, there are only three Volkswagen brands: Tiguan, Tan Yue and Tuyue.
This basically explains why Mercedes-Benz and Chery will show their faces in February.
Of course, we must be clear. February this year is so special that car companies are affected by the epidemic in different ways. Car companies with factories in Hubei (such as SAIC-GM and Dongfeng Honda). ) has a relatively large loss, its production capacity, transportation and terminal are in abnormal operation, and the data reference is limited, so there is no need to over-interpret it.
When the whole automobile market gradually got rid of the epidemic, the real competition began.
★ Car companies respond and policies are getting better.
Unexpectedly, 2020 started badly, and the most urgent appeal became "live". For car companies, they must also "live". Therefore, various car companies are also actively seeking change.
At the sales level, live car sales are "forced" to rise.
The live broadcast with goods, which we often say, has exploded rapidly in recent years. Li Jiaqi is a typical example. According to the development trend of 5G technology, the live broadcast industry will usher in a new round of growth dividend, and more products will be bundled with live broadcast. However, this epidemic has catalyzed the combination of "live broadcast+car sales", and this wave of cross-industry attempts has accelerated.
"Selling cars" is not difficult. Register the platform and do some simple training and promotion to "take office". Even if the executor of the terminal is a sales consultant, the live broadcast mode is no stranger to them. Some centralized training from the headquarters of car companies has started the live broadcast mode; Some sales consultants who are good at keeping up with the trend have begun to try to promote themselves in the form of live broadcast or short video.
The difficulty now is, is it realistic to talk about the conversion rate? In other words, is it possible to sell cars immediately and save sales invisibly? At present, the live car sales in the special period have a greater calming effect and a weaker impact on sales. However, we do not deny the determination and thinking of car companies and dealers to change, participate in live broadcast and conduct online and offline drainage. This road still needs a try.
Even more details need to be gradually improved. For example, a car purchase clue from the northeast appeared in the live broadcast room of Beijing dealers. Finally, it is the information sharing between different dealers, or the platform technology intervention. The local live broadcast is only open to local customers.
Change is always worth encouraging, please continue to maintain such passion.
At the product level, the concept of "healthy car" has been enlarged, and related technologies have become mature.
During the epidemic, the demand for "epidemic prevention" and "health" suddenly increased, and car companies could not predict in advance. But since the terminal has a demand, it is worth meeting.
Judging from the reaction speed of car companies, it is gratifying and encouraging. Let's not talk about whether CN95 air-conditioning filter elements have added too many exaggerated ingredients. If car companies are willing to upgrade air-conditioning filter elements with higher specifications for users free of charge or at low prices, why not?
It is important that after the epidemic, the health industry should enter the fast lane. By the way, the combination of "car+health" will also accelerate evolution, such as health index detection and medical housekeeper. And the prospects are good.
I want to remind you again and again that the concept of packaging needs to be cautious. Now the information barrier is being broken, and a new thing has countless people. It was originally a good thing for the benefit of the people. It would be a pity if we suffered the loss of concept packaging.
The cold winter of the auto market, which has been shouting for almost two years, will become even bloodier in 2020. "Reducing costs and increasing efficiency" is the knowledge of many car companies. The broadsword is waving, and many aspects need to reduce costs. The so-called cost reduction is also from the outside to the inside. Two years ago, car companies focused on reducing the cost of suppliers. Now the market environment is further bad, car companies have to continue to operate from the inside, and the salary reduction of employees has also been put on the agenda. This is almost the last resort, so you can imagine how difficult it is to "live".
The top-down policy signal to encourage automobile consumption is also being released, and local governments should introduce some tax reduction policies one after another, or relax the restrictions on licenses and purchases appropriately. The auto market will not rush headlong like chicken blood, and gradually returning to the right track is the victory.
In this "epidemic", the whole industry needs to slowly return to blood. Look on the bright side, please remain enthusiastic and optimistic.
The author of this article is the Kicking Car Gang? Cao An
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.