In August, car home launched the 8 18 shopping festival series, which attracted many pre-order users with generous gifts, subsidies, low prices and novel VR car buying experience, adding a timely fire to the cold winter of the automobile market. Below, we will analyze the consumer market in August and gain insight into the future trend according to the monthly clues of dealers.
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, the relaxation of new energy access threshold will further help stimulate market vitality and promote the development of new energy automobile industry; ? 2.8 18 100-city auto show boosted consumption, and the head cities at all levels increased significantly; ? 3. In the price range, the temperature in the low-end market is heating up. Sub-brand camp, overseas mainstream camp needs a key head; ? 4、Top？ In the 10 group, the clue share of Jingyuntong Guo Rong and Huge Auto Trade both increased by 0. 1% compared with last month. ? 5. car home held off-line auto shows in popular business districts such as Zibo and Zhengzhou, which built a brand-new "package" marketing ecology and effectively boosted consumer enthusiasm.
■? August increased by 5.4% month-on-month? China brand share increased year-on-year
According to the production and sales data of China Automobile Association, the wholesale sales volume of passenger cars reached 1.755 million in August, an increase of 5.4% from the previous month. Among them, China brand passenger cars sold 655,000 vehicles in August, up 6.3% year-on-year, and the market share reached 37.3%, up 0. 1% year-on-year, which was also the first increase in the past five months. The reason is not only the recovery of the market, but also the recognition of China brand by consumers.
In addition, the car home 8 18 Car Festival in August also added a fire to the cold car market. In addition to online activities, car home also launched the 100-City Auto Show, which was attended by hundreds of thousands of people offline, providing more than 600,000 clues for dealers and directly contributing to the on-site transaction of more than 10000 units.
■? New energy access threshold relaxed? All localities continue to issue various subsidies to promote consumption.
In August, 2020, all parts of China issued 16 policies related to automobile travel industry, including 4 national policies and 12 local policies, covering new energy vehicles, auto parts, taxis, automobile consumption and other fields.
Among them, on August 19, the Ministry of Industry and Information Technology released the latest version of the Regulations on the Administration of New Energy Vehicle Manufacturers and Products Access (hereinafter referred to as the Regulations), which will further relax the industry access threshold. The new regulations have been officially implemented since September 1 day. Compared with the 20 17 version of the Regulations, the new version of the Regulations deletes the requirement of "design and development capability" for applying for the access of new energy vehicle manufacturers, adjusts the production suspension time of new energy vehicle manufacturers from 12 months to 24 months, and also deletes the transitional interim provisions for new energy vehicle manufacturers to apply for access. The relaxation of entry threshold will further stimulate market vitality and promote the development of new energy automobile industry.
At the local level, promoting consumption is still the main theme. In August, local policies were mainly based on various subsidies. Among them, Guangzhou's policy is the most affordable for consumers. On August 28th, Guangzhou Municipal Bureau of Commerce issued the "Implementation Plan on Accelerating the Replacement of Old Cars and Encouraging the Renewal of Cars" (hereinafter referred to as the plan). According to the "Proposal", two types of consumers can apply to Guangzhou Municipal Bureau of Commerce for a subsidy of 3,000 yuan or 6,000 yuan to buy a new car. However, the "Program" pointed out that the new car purchased needs to meet the national six emissions before applying for subsidies.
■? The fourth-and fifth-tier cities have improved significantly from the previous month? Other levels have fallen.
In August, the share of clues in first-tier cities continued to decline, down 0.2% from the previous month, but Beijing grew significantly, far exceeding other cities at the same level. Fourth-tier and fifth-tier cities achieved a 0.4% increase in the chain-on-chain share, and both of them have the characteristics of significant growth in the head cities. This is actually directly related to the promotion of consumption by car home 8 18 Hundred Cities Auto Show. In addition to online activities, some cities have also held offline auto shows or other marketing activities, further stimulating the potential consumption of the automobile market.
■? Does 8 18 Baicheng Auto Show stimulate consumption? Head cities at all levels have grown significantly.
In August, we can see that the first-class city of Beijing, the second-class city of Zhengzhou, the third-class city of Lanzhou, the fourth-class city of Zibo and the fifth-class city of Datong are all outstanding in the chain change of clues. This has something to do with car home 8 18 Hundred Cities Auto Show. In addition to online auto shows, car home also held offline auto shows in popular business districts in cities such as Zibo and Zhengzhou, which realized the linkage between online and offline exhibitions, in-store and out-of-store exhibitions, and the linkage between suburban stores and shops in urban business districts, thus building a brand-new "package" marketing ecology.
■? Is the low-end market warming up? Overseas mainstream camps need to concentrate their heads.
In August, the number of leading markets below1.2000 and the market in the range of1.5-0.2000 increased month-on-month, and the temperature in the low-end market picked up. According to the camp, Changan Automobile won the champion of China brand camp, and its clue share increased by 0.52% in August. In terms of regions, the main increases came from Beijing and Shaanxi, accounting for 46.4% of the total increase in August.
Overseas mainstream brand camp, Top in August? All of them have realized the chain growth of clue share, and the user needs are further concentrated in the head. Among them, the share of FAW-Volkswagen clues increased significantly, up 0.76% from the previous month. Regionally, the main growth came from Guangdong, Shandong, Hebei and Beijing, and its total growth accounted for 48.6438+0% of the national total growth in August.
The highest growth of overseas luxury brands is FAW-Volkswagen Audi, with a month-on-month increase of 1.5%. By region, the main growth came from Beijing, Hebei, Henan, Shanghai and Sichuan, and their total growth accounted for 45.9% of the total growth in August.
■? Tuanding? 10 overall share decreased slightly? The proportion is still more than half.
In August, the ability of group stores to obtain clues decreased slightly compared with that in July, and the clue share reached 5 1.7%. Among them, Top? In the 10 group, the leading shares of Jingyuntong Guo Rong and Huge Auto Trade both increased by 0. 1% month-on-month, and the ranking also increased by one place.
From the manufacturer's point of view, the clue growth of Jingyuntong Guo Rong mainly comes from luxury brands FAW-Volkswagen Audi and BMW Brilliance, and its total growth accounts for 72.9% of the total growth. From the regional perspective, the increase of clues mainly comes from Beijing, Heilongjiang and Shaanxi, and the total increase of clues accounts for 58. 1% of the total increase.
Different from Beijing Express Guo Rong, the huge growth of automobile trade clues mainly comes from mainstream foreign brands, including FAW-Volkswagen, FAW Toyota and Dongfeng Nissan, which account for 66.4% of the total growth. From the regional perspective, the increase of clues mainly comes from Hebei, Guangdong and Beijing, and the total increase of clues accounts for 69.5% of the increase.
Due to the epidemic and other comprehensive factors, this year's auto market is really difficult, and most dealers are miserable. However, the solution is always more difficult than it is. If you want to break through, stick to the rules and do nothing, it will definitely have no effect. It is not impossible to achieve rapid growth as long as we seize the opportunities that come at any time. In addition, actively expanding innovative marketing models will also effectively attract the attention of potential users. The off-season is over, and gold, nine silvers and ten silvers have arrived. With the scheduled opening of the Beijing Auto Show in 2020, the auto market will usher in a new round of competition. (Text/car home? Sun Ying)