Consumer Insight is a brand-new market interpretation column with dealers as the research object. Relying on car home's massive and accurate big data, we analyze the market trends and dealers' operating conditions every month, and predict the future market development trends of some sub-sectors. It aims to provide directional guidance and help for dealer groups in market supervision and business decision.
Data Description: The clue data involved in this analysis comes from the number of car purchase intentions obtained by dealers, which refers to the number of next single-intention models obtained by users through car home's website and App. It is estimated that there will be a delay of about 3 months from the user's intention to place an order to the actual car purchase, so the clue trend of one month will predict the market trend of 1-3 months in the future. The classification of cities involved in this paper follows the latest classification standards authorized by the National Information Center.
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1. In the new energy vehicle industry, the state has begun to increase its support for fuel cell vehicles; ? 2. From the perspective of clue share, the growth of high-tier cities is better than that of low-tier cities, especially third-tier cities. ? 3. The popularity of low-priced models is high, the share of brand benefit clues in China has increased month-on-month, while mainstream foreign brands and luxury brands have declined; ? In April and September, the ability of group stores to obtain clues decreased slightly compared with August, and the clue share reached 50.8%.
■? Accelerated production capacity of mid-to high-end products? Luxury car sales increased by 365,438+0.6% year-on-year.
According to the production and sales data of China Automobile Association, the wholesale sales volume of passenger cars reached 2.088 million in September, an increase of 19.0% from the previous month. According to this trend, it is expected that the performance of the auto market will be better in the fourth quarter than in the same period of 20 19, and it is expected to be better in the whole year than expected at the beginning of the year. Among them, the luxury brand sector performed particularly well. Thanks to the acceleration of production capacity and strong market demand, the sales volume increased as high as 365,438+0.6% year-on-year, accounting for 65,438+03.9% of the total sales volume in the passenger car market. The increasing consumer demand, consumption upgrade and higher discounts provided by terminals in the passenger car market directly promote the high demand for mid-to high-end products.
■? Expand the new energy industry? Increase support for fuel cell vehicles
In September, 2020, all parts of the country issued 13 policies related to automobile travel industry, including 4 national policies and 9 local policies, covering fuel cell industry, new energy vehicles, charging pile facilities, passenger taxis and so on.
Among them, regarding the new energy automobile industry, the state began to increase its support for fuel cell vehicles. On September 2 1, the Notice on Developing the Demonstration Application of Fuel Cell Vehicles issued by the Ministry of Finance and the Ministry of Industry and Information Technology made it clear that the five departments would adjust the purchase subsidy policy of fuel cell vehicles to the demonstration application support policy, and carry out key core technology research and demonstration application awards for qualified urban agglomerations.
At the local level, in response to national policies, many local governments have also increased their support for the fuel cell automobile industry. Among them, in September of 18, the Development and Reform Bureau of Foshan City and the Finance Bureau jointly issued the Measures for the Administration of Municipal Financial Subsidies for Fuel Cell Vehicles in Foshan City, which determined the local subsidies for hydrogen fuel cell vehicles as 100% of the central financial subsidies for bicycles, and it was officially implemented on 10/0/day this year.
On September 29th, the People's Government of Sichuan Province issued the Notice on Printing and Distributing Some Policies and Measures to Support the Development of New Energy and Smart Car Industry in Sichuan Province. Give policy guidance to the development and promotion of new energy passenger cars, buses, trucks, hydrogen fuel cell vehicles and new energy and smart car industry research and development projects in the province, and clarify specific incentives.
■? Is the share of low-tier cities declining? The growth of third-tier cities is relatively prominent.
In September, the lead share of the fourth-and fifth-tier cities decreased by a relatively large margin, and the lead growth in the peak season of gold sales in September was not as significant as that in the first-tier cities. The first, second and third tier cities have increased to varying degrees, among which the growth in the third tier cities is relatively more obvious, with an increase of 0.7% from the previous month.
■? Has Jin Jiu's consumption vitality picked up in the peak season? High-speed cities are more dynamic.
In September, cities of different levels can see that thanks to the opening of the Beijing Auto Show in September 2020, Beijing's chain growth rate is the highest among first-tier cities, and it is significantly higher than other cities. In addition, the number of leading cities in Guangdong Province has also increased significantly compared with last month, including first-tier cities such as Guangzhou and Shenzhen, and second-tier cities such as Dongguan.
Guangdong Province is an important automobile production base and automobile consumption market in China, with a high economic level. Even in the year when the epidemic occurred, the per capita disposable income kept increasing. Statistics from the National Bureau of Statistics show that in the first half of 2020, the per capita disposable income of Guangdong residents was 20,774 yuan, up 2.2% year-on-year. Coupled with a series of favorable policies, such as subsidies and incentives, such as profit-making promotion in the terminal market, the market activity has increased more significantly in the peak season of Jin Jiu silver sales.
■? Is the low-priced model hot? The share of brand interest clues in China has increased compared with last month.
In September, the share of leads in price ranges below 60,000 yuan,12-150,000 yuan and above 500,000 yuan increased month-on-month, so more China brands in low price ranges rose. In September, the overall clue share increased month-on-month, while mainstream foreign brands and luxury brands declined relatively.
According to the camp, Great Wall Motor won the championship of China brand camp, and its lead share increased by 1.09% in September. Among them, Haval H6 sports version of the new car market is hot, occupying an absolute position in the SUV market segment of-10.2 million on September 9, and its clue share of 7.0 1% is much higher than the second place's 2.86%. By region, the main increases came from Beijing, Guangdong, Sichuan and Zhejiang, accounting for 37. 1% of the total increase.
Among the overseas mainstream brands, SAIC Volkswagen won the championship in September, up 0.53% from the previous month. Regionally, the main growth comes from Beijing, Guangdong, Zhejiang and Hebei, accounting for 37.6% of the total growth.
The highest growth rate of luxury brands is FAW Hongqi, with a month-on-month increase of 1.05%. Regionally, the main growth comes from Guangdong, Beijing, Zhejiang and Shandong, accounting for 33.3% of the total growth.
■? Tuanding? The overall share of 10 continued to decline slightly.
In September, compared with August, the ability of group stores to obtain clues decreased slightly, and the clue share reached 50.8%. In terms of regions, the dealer groups in Tibet and Shanxi have the weakest ability to obtain clues. In terms of groups, Top? In the 10 group, the share of Zhejiang Tong Yuan Automobile Group Co., Ltd. rose by 0.03% month-on-month to the eighth place. Hengxin Automobile Group Co., Ltd. and Zhongsheng (Dalian) Group Co., Ltd. had the highest month-on-month decline, both of which were 0. 1%.
In terms of manufacturers, the clue growth of Hengxin Automobile Group Co., Ltd. mainly comes from Dongfeng Honda, BMW Brilliance and SAIC-GM Cadillac, accounting for 49.9% of the total growth. From the regional perspective, the increase of clues mainly comes from Hubei, Guangxi, Jiangxi and Anhui, and the total increase of clues accounts for 59.3% of the increase.
The clue growth of Zhongsheng (Dalian) Group Co., Ltd. mainly comes from Beijing Benz, GAC Toyota, BMW Brilliance and FAW Toyota, accounting for 68.6% of the total growth. From the regional perspective, the increase of clues mainly comes from Guangdong, Liaoning and Yunnan, and the total increase of clues accounts for 52.7% of the increase.
Domestic economic activity is accelerating recovery. At the 2020 Beijing Auto Show, which opened in late September, brand-new products of various car companies were also fully put on the market. The continuous efforts of the country's "six stabilities" and "six guarantees" have also given the auto market continuous favorable support in terms of policies. It is predicted that 2020 will be the peak year of China's automobile market, and 202 1 will usher in a recovery positive growth. (Text/car home? Sun Ying)