At present, the state actively advocates enterprises to resume production, but the mass consumption under the epidemic situation is facing lack of confidence. This may make auto companies face the big problem of who to sell their cars to after solving the problem of returning to work.
It is in this context that relevant departments have issued policies to actively promote and expand automobile consumption. On March 30th, Xin, Vice Minister of the Ministry of Industry and Information Technology, said at the press conference of the joint prevention and control mechanism in the State Council that he would study policies to stabilize and expand automobile consumption.
Last week, the Ministry of Commerce also issued a notice to give policy support to commercial enterprises to resume work and production, which mentioned "introducing measures to stabilize automobile consumption". According to the feedback from the capital market and the reports of relevant analysts, this series of measures is expected to help the auto market pick up.
Car companies return to work: to encourage car consumption.
Since 20 19, the automobile consumption market in China has been depressed, and this time it is even worse because of the sudden epidemic. Especially in February this year, affected by the COVID-19 epidemic, the sales volume of China automobile market dropped by 80%, and the inventory of dealers soared by 6 times.
If all auto companies return to work to increase production capacity, this will inevitably produce greater inventory pressure on dealers. An automobile analyst pointed out: "It will take some time for production capacity to recover. Now let's reply and watch. If the production capacity is full, the inventory pressure of dealers will definitely be greater. "
Therefore, the national ministries and local governments have successively issued policies to encourage automobile consumption, which has made the automobile industry chain run completely from beginning to end.
Earlier, the Ministry of Commerce also issued a document proposing "introducing policies to stabilize automobile consumption". Generally speaking, the measures that the Ministry of Commerce encourages local governments to implement can be divided into three categories: one is to provide subsidies for car purchase, including "subsidies for new car purchase" and "subsidies for car trade-in". The second is to activate the trading market, such as "promoting the convenient trading of used cars" and "organizing automobile promotion activities". The third is to optimize the purchase restriction policy, that is, appropriately liberalize the purchase restriction policy according to the local actual situation.
On March 30th, Xin, Vice Minister of the Ministry of Industry and Information Technology, said at the press conference of the joint prevention and control mechanism in the State Council that he would study policies to stabilize and expand automobile consumption.
Local governments have also actively introduced policies to encourage automobile consumers. It is understood that China has implemented automobile purchase restriction policies in many provinces and cities such as Beishangguangshen, Tianjin, Hainan, Hangzhou and Guiyang. Among them, Guiyang cancelled the policy in September last year, becoming the first city in China to completely cancel the purchase restriction. There are also signs of loosening in other places, but Beijing and Shanghai have always had the strictest purchase restriction policies.
Cities with key restrictions on purchases are expected to let go of restrictions on purchases, which will naturally stir up thousands of waves in the capital market. According to relevant media statistics, on the afternoon of March 24th, many auto stocks rebounded rapidly. At the close, Guangdong Hongtu, China Automobile, Great Wall Motor, Xingmin Zhitong, Beiqi Blue Valley and other daily limit; Quanfeng Automobile, Changan Automobile, Coboda, etc. The increase is over 8%.
Analysis organization: the recovery of low-end cars will be slower than that of high-end cars.
At present, domestic auto companies are gradually returning to work, but it will take some time for the wounds torn by the epidemic to heal completely.
According to the report released by Bain Consulting in mid-March, domestic automobile sales in February decreased by about 80% year-on-year, and the income loss of the three major automobile production giants was as high as 654.38+0.2 billion to 654.38+0.5 billion US dollars, which shows that the automobile market was extremely depressed in February.
In addition to the influence of the supply side, the change of the demand side is also worthy of attention. On the one hand, just as people predict that catering, tourism and other industries will usher in a wave of "retaliatory consumption" after the epidemic ends, the automobile market will also usher in a certain rebound in the spring. First-time car buyers and middle and high-end consumers with stable purchasing power stimulated by the epidemic will form a wave of car buying in the post-COVID-19 era.
On the other hand, in the long run, we should pay more attention to the lower-priced automobile market. Long-term shutdown, wage delay and other factors will reduce the purchasing power of workers with lower wages, so that consumers who originally planned to buy a car will also delay buying a car, so the middle and low-end automobile market will not pick up soon.
Therefore, with the support of continuous policy making, it is particularly important to stimulate the demand for car purchase to drive the long-term development of the automobile industry. On the basis of making full use of policy support, car companies should also take active actions and flexibly respond to the challenges brought by the epidemic in light of their own conditions.
Bain Consulting Company mentioned in the article entitled "How to Turn Crisis into Opportunity and Win Long-term" that car companies should start from the new needs of users, on the one hand, strengthen the spread of brands and products to the health and personal protection of car owners in brand marketing; On the other hand, you can transfer stores to passively wait for customers to come to the door to actively acquire users, and combine online and offline channel coverage to grasp customers in advance. At the same time, car companies should also strengthen their own operations by strengthening cash flow management and refining price strategies.
20 19 in the fourth quarter, China auto market showed signs of recovery from the decline in the past two years. Although this momentum will be interrupted by the epidemic in the short term, in the long run, with the demand driven by policy support and other factors, the automobile industry is expected to resume recovery and long-term healthy development.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.