On March 24th, the General Office of the Ministry of Commerce, the General Office of the National Development and Reform Commission and the General Office of the National Health and Wellness Commission jointly issued the Notice on Supporting Business Circulation Enterprises to Resume Business.
The notice pointed out that in order to stabilize automobile consumption, local commercial authorities should actively promote the introduction of new car purchase subsidies, automobile "trade-in" subsidies, cancel the restrictions on pickup trucks entering the city, promote the convenient trading of used cars, organize automobile promotion activities, and implement automobile purchase restrictions. The competent commercial departments in various regions should actively promote the optimization of automobile purchase restriction measures to stabilize and expand automobile consumption.
The cold winter in the automobile market has not passed, and the epidemic has raided, and the automobile industry is in a bleak moment. Zhang Jinhua, secretary-general of China Automotive Engineering Society, once told 2 1 Century Business Herald that to promote the development of automobile industry, national or local policies should be formulated, and short-term market economy policies should be combined with long-term strategic leading policies.
It is worth noting that in the "Notice", the state for the first time included the cancellation of the restrictions on pickup trucks entering the city into the policy of encouraging automobile consumption. At present, Harbin, Lanzhou, Shenzhen, Chengdu, Dalian, Urumqi, Shandong, Cangzhou, Hebei and Chongqing have adjusted the restrictions on pickup trucks entering the city.
The epidemic is suspended? Recently, pickup truck sales have shown signs of recovery.
Affected by coronavirus, the cumulative sales of pickup trucks in 20201-February was 33,057, down 48% year-on-year. Great Wall pickup trucks, which have a high market share in domestic pickup trucks, are not spared. In February 2020, the sales volume of Great Wall pickup trucks was 65,438+05,548, of which the sales volume in February was 265,438+027.
However, Great Wall Motor revealed that since March, the sales of Great Wall pickup trucks have ushered in strong growth. The average daily sales volume reached 500 vehicles, with a maximum daily average of 620 vehicles. Judging from the terminal performance in the first week of March, in Zhejiang, Yunnan, Chongqing, Hainan, Fujian, Qinghai, Gansu and other provinces, the Great Wall pickup truck even achieved a year-on-year growth of more than 50%.
The dealer of Beijing Great Wall Motor told CRRC. Com said, "Recently, many customers called to inquire about pickup trucks. Although Beijing has not lifted the restrictions on pickup trucks, it is still popular, because you can buy pickup trucks directly without shaking the number, and it will not occupy your current indicators. " In addition, "at present, most customers buy passenger cars. Compared with commercial pickups, passenger cars are more comfortable and more suitable for home use. "
Beijing xinpeng century auto sales service co., ltd
At the same time, CRRC reporters visited Nissan dealers in Zhengzhou, Beijing, and there were not many customers in the store. The staff told CRRC, "The epidemic is not over yet, and the stores are returning to work in turn. For customers who look at cars, they will also arrange a test drive in the form of an appointment. In the past two weeks, the number of customers entering the store has indeed increased, and some (customers) are here for maintenance. " In addition, SAIC Chase also said that wholesale and retail sales have gradually picked up since the beginning of March.
March-April in previous years was the growth period of pickup truck sales. Therefore, with the suspension of the epidemic and the gradual resumption of work by many small and medium-sized enterprises, private owners and farmers, Pang Bo, a staff member of Zhengzhou Nissan, believes that the growth of pickup truck sales is normal both internally and in the market.
Need to fight a protracted war? Enterprises want more freedom.
According to the data of China Association of Automobile Manufacturers, in 20 17, the cumulative sales of pickup trucks nationwide was 423,000, up14.4% year-on-year; In 20 18, the pickup trucks in China sold a total of 454,000 vehicles, up 12. 1% year-on-year. From the sales volume and growth trend of 20 12-20 19 pickup trucks, consumers' demand for pickup trucks is increasing gradually. Even though the sales volume of 20 19 pickup truck decreased compared with the same period of last year, it is still at a high level in recent years.
Liu Qingyun, PR manager of Great Wall pickup truck, told CRRC. Com, "Today, pickup trucks are no longer simple tools for transporting and pulling goods. Great Wall Gun series is a comfortable pickup truck for passenger cars, and consumers' concept of car purchase is gradually changing. According to our survey, 70% of users who buy the Great Wall Cannon series are at home. Many car owners' target models before buying the Great Wall Cannon are SUVs, so now many consumers actually don't have the need to pull goods, just to meet more going out. demand. " It can be seen that in addition to the demand for goods, the household attributes of pickup trucks are being stimulated, and the overall market is showing a trend of high-end and utilization.
With the loosening and lifting of policy restrictions on pickup trucks in some provincial capitals, the repressed pickup truck market is gradually welcoming new growth space. Liu Qingyun believes that pickup trucks currently account for less than 2% of the domestic automobile market, and the state intends to encourage and guide consumption from the policy level, which will benefit the domestic pickup truck market. The next 3-5 years will be the rapid growth stage of pickup trucks. In addition, in terms of products, pickup trucks can reach SUV level in the future.
Compared with Liu Qingyun's more optimistic view, Wu Shuping, an employee of SAIC Chase Bank, is more conservative. He believes that although the lifting of the ban on pickup trucks is a big plus, it will have little impact on the passenger car crowd in the short term. Unless the cities that restrict purchases lift the ban on pickup trucks separately, it is unlikely that pickup truck sales will surge in the short term.
If we value the growth space, "from the historical data of Jinan, we can add a halo of 15% bonus to the lifting of the ban: once the pickup truck is fully lifted, the pickup truck consumption demand in the lifted area will increase by 15%." ? SAIC· Chase believes that for most domestic consumers, the current domestic pickup products can not fully meet their car demand. Even if the pickup truck is released, it is slightly inferior to the passenger car in terms of vehicle inspection convenience and speed limit at high speed. In the short term, pickup trucks will not immediately enter the car purchase list of most passenger car consumers because of the lifting of the ban.
At the same time, "it is a protracted war for pickup trucks to penetrate passengers. Judging from the economic situation and external environment this year, it is not appropriate to overestimate the short-term sales growth of pickup trucks. With the further implementation of the policy of lifting the ban on pickup trucks, the utilization rate and high-end pickup trucks and the development of pickup truck culture, the popularization rate of pickup trucks will increase year by year, and the sales volume will increase rapidly at the rate of 15%-20%, "said Wu Shuping.
In addition, Pang Bo, a staff member of Zhengzhou Nissan, believes that there is a proposal to lift the ban on pickup trucks, but there is no actual policy and no landing time. At present, it is not possible to fully judge whether the pickup truck market has the possibility of great growth in the future. Judging from the current situation, pickup trucks have a good growth every year in terms of market segments, but compared with the whole automobile industry, the gap between the annual sales of pickup trucks and passenger cars10 million is still very large. Regarding whether pickup trucks can have a rapid growth stage, pangbo said that it still depends on whether local policies can be implemented.
Cui Dongshu, secretary-general of the National Passenger Car Federation, believes that "the pickup truck market is still concentrated in suburbs and small vendors, and the demand of this business group may be relatively large, but it may need cultural cultivation and policy guidance to quickly penetrate into the passenger car group. Looking at it now, the difficulty of rapid development is still a bit big. "
"It should be said that the pickup truck is still a very good product, which has many similarities with the SUV, but its car itself is very big, and there are problems of fuel consumption and annual inspection. It is still bound in the city. Judging from the current situation, it is still difficult for pickup trucks to achieve rapid growth and enter the mainstream of urban families. " In addition, for Beijing, Cui Dongshu thinks that pickup trucks are a special result of the restrictions on passenger cars, and there are still many variables in Beijing in the future.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.