There is an exciting topic in the auto show's return and price reduction at the Beijing Auto Show: The high-end cars that were sent to the exhibition were almost all bought. God, a car with a few million dollars hasn’t reached the end of the show. China's auto market is incredible! Auto show on the sidelines: It is only when independent brands arrive in Beijing that Beijing’s climate is really getting worse. Just before the beginning of June, how fast it was at a high temperature of 39 degrees! Car has been overdrawn consumption?
To say that it is a topic, let us say it is a fact. In fact, this phenomenon has always been glittering in previous auto shows, and it has become a favorite for China's auto market. According to the latest report of China Automotive News, the Germans happily counted that the Mercedes-Benz BMW sold in China became the bulk of the overseas market. Whoever said that the Chinese can't afford to buy a car is the best they can buy!
However, while expensive luxury cars always create miracles in the market, they are also Germans. They finally commanded the two Volkswagen companies in China to unifyly reduce their car prices to face Shanghai GM, making it the biggest and most fierce one in the Chinese car market. The price rushed into the earthquake. This earthquake has only just begun. The aftershocks are happening endlessly. No one knows what will be the final scene.
Although the "maximum" and "most drastic" car prices have fallen, the market is not happy. In fact, China's sedan factory keeps claiming that “some brand has been brought in line with international car prices†and even “some brand has been brought in line with international car prices in advanceâ€, which is not at all true. why? Because the income of Chinese urban residents is calculated on the basis of 15,000 yuan per year, it is impossible to afford to buy a car.
Just in the past few days we did a survey of the car market. A group of respondents were "ordinary income earners who are very familiar with cars." So our investigators chose samples that meet the needs. Here are the interview records of several driving school coaches:
Coach A: My job is not good, more than 1,000 yuan a month, if it does not come to deduct 200 yuan! Buy a car? Dream it.
Coach B: After eating exhaust gas every day for many years, I really do not want to do this. There is no way to make a living. I don't like cars anymore, and I can't afford to buy cars because I can't afford economical power.
Coach C: My wife works more stable than me, but my income is less than me, only 800 yuan. When the son was in junior high school, he couldn't afford to buy a car when he used the money.
Coach D: I want to buy a car. Who doesn't want to be happy, but I bought a car and I can't afford it! Buy a car to go out to play every day? Good is good, where does the income come from? And to spend money on cars, that's what the rich people do. I don't have this blessing.
The words of these coaches are not enthusiastic and very real. They are not middle class, nor are they white-collar workers. They are the majority of urban residents in China. They are real ordinary earners and the largest potential car consumer group. According to their opinions, and based on my own income, I would like to say: Whenever a rich person can buy a car, he or she should not feel bad about cutting prices. If you have more money, you may wish to enter the automobile society and enjoy life first. After all, it is cool to be envious. However, ordinary people are not to be deceived by the lie that “car prices have been in line with international standards†because even if the absolute car price is the same as the international one, the relative price (the ratio of your income to the car price) is still far from “connectedâ€. Hey.
It's hot, but it's not hot in my heart. Because China's self-owned brand of passenger cars does not have the "big three" flag supported by the country's left support, it makes people feel really uncomfortable.
FAW still said "the first car, the first partner," and then the passenger car lacks new articles of its own brand. Dongfeng wants the public to “feel the east wind and feel life†and emphasizes “livingâ€. Perhaps it should be understood as emphasizing passenger cars, but its passenger cars are just some foreign brands. SAIC once again allows consumers to remember a large number of other people's brands, Oh, GM, Volkswagen, and its sub-brands! SAIC is really getting more and more Westernized.
Without their own brand, they do not have their own roots. The concept of independent brands is relatively broad, including independent development capabilities and independent intellectual property rights. Perhaps, it can be said informally: I pay for you to develop, I have independent intellectual property rights; although I have the ability to develop but I have no money to engage in development on their own, then I developed to let you buy it, I do not have property rights; if I The money is made by myself and it's my own development. Then everything is my own. It's my own brand. Maybe I can sell it to you on some day. Let me use it and let me distribute it.
If Chinese autos do not have their own brands, the situation in the market will inevitably be: Every production of a car will pay tribute to users for technical use fees and brand transfer fees. Every little improvement must be approved by others. In this way, the decision-making power of the car price is not in your own hands. The money earned by selling a car is actually decided by the foreigner who has the brand. In the final analysis, the huge economic benefits generated in the Chinese automobile market are tilted toward brand owners.
With its own brand, how cool it is that Chinese cars have to fight! The "Auto Industry Development Policy" just released on June 1 also seems to highlight this point. But when I came to the Beijing International Exhibition Center and came to the crowded Beijing auto show, what I saw was not the same thing. Chang'an came up with Dragons and Yangtze Rivers, but also CM8 that had already been released earlier; Changhe brought Liane, and also has sold in the market; A new army BYD, will ET in front of the audience; Great Wall and build K1, for its K series sounded the opening drum; Hafei, Geely has its own new car, on the other hand, some big auto group, who is your new car?
Without their own brands, they can make money today and be controlled by people tomorrow. The day after tomorrow may help the system makers to reinvent themselves. This is not the direction of the development of the Chinese automobile industry. Chinese people should pay tribute to the car factory that dares to be their own brand!
At the beginning of the year, it was worried that most of the companies' large-scale production and sales targets in 2004 could not be realized. Now it seems that they are not worried and may become a reality.
The Chinese car market has been making rapid progress in recent years and it is quite eye-popping. So, is the basis for such progress solid? I read an article in the "China Economic Times" a while ago, called "Falling China's Auto Industry," "Illnesses" (February 18, 2004, 9th edition, Liu Jinxia). It was a reporter interviewing the development of the State Council. Some views of the center Dr. Qian Pingfan. Dr. Qian believes that China's auto industry has "big but not strong, weak overall," "little development, subject to people" and other illnesses. In fact, apart from such diseases as seen from the perspective of the auto industry, we can also see some interesting things from the perspective of consumers. Here, we will introduce to you the appearance of a car race.
The gentleman wanted to buy Poussin. However, after he had known this idea and made everyone aware of it, he advised them to come up with a good amount of advice. Because this gentleman is a well-known expert in the field of car market, everyone said to him, Celebrities like you still have to buy Poussin how to do, and then how to buy a Passat. As a result, he only listened to the advice of the crowd and bought a Passat.
He said he felt from the bottom of my heart that buying a car was not worthwhile. His car is only used as a means of transportation, and it is used after work. Originally, Poussin was the most suitable, and the result was more than doubled. So many weekends, never used this car to run somewhere to travel or something. On the one hand, there is no time to go out and play long-term. On the other hand, it can even be said that if you drive yourself out to play, then you have to pay parking fees and bridge tolls.
He also used a very exciting example to show that he actually bought a car a little too much. When he went abroad, he saw many ordinary people in their homes and many rooms downstairs and downstairs. They all kept running at a constant temperature of 20 degrees throughout the year. In his home, air conditioners are not heated when the temperature is not below 10 degrees in the winter. In fact, one day for air conditioning, the amount of electricity that needs to be paid is not worth a few dollars, which is much less than the cost of raising a car, but it is distressed to use electricity.
From the personal feelings of this car race, it seems that it can explain why Chinese cars have seen high growth, and it is a relatively good car growth. This is: the idea that the rich group buys cars and brings consumers a change in the concept of pulling up the car, with the increase in the ability to pay consumers to pull up the car's upward power in the joint role. In other words, Chinese consumers may overdraft their car consumption capacity as a whole.
Due to such overdraft behavior, the car will be fatigued after the blowout. Now we have seen that the domestic car is indeed weak on the upside. On the one hand, mid- to high-end cars have also actively reduced their prices. On the other hand, output growth has slowed down. On the other hand, there are more and more people holding smaller currencies. â–
(Author: joint analysis of light vehicle market will be the Chairman of China, the Arab East car network editor)