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At the moment, the car market collapsed and the auto market was in a downturn. Everyone was analyzing the reasons for the downturn and looking for ways to save the market. Why do people not shoot? Car prices are still high? The reporter recently interviewed Sun Yong, the general manager of Nanjing Fiat's deputy general manager of the Ministry of Commerce. He spoke in a word, "The current auto market is facing a crisis of price confidence." Sun Yong, who is in sportswear, appeared in Sichuan University Sports Center on Saturday for Fiat. Cup kickoff. The recent turbulence in the auto market price, but we found that Sun Yong, who has the name of "price killer," is stable. When the reporter interviewed him on the side of the court, he said calmly and helplessly: “The domestic cars are experiencing a crisis of price confidence. Only manufacturers, media, and consumers can combine to save the market.†It turns out that frequent price cuts can only make Consumers have reason to believe that they will drop again. So there is a situation where the price of a car that is not price-decreasing is not easy to sell and the price is not good to sell. It is not terrible that the car is not easy to sell. What is terrible is the general distrust of the domestic auto market. Car prices “crash†could not be saved In May of this year, the Chinese auto market suddenly turned sharply and triggered a massive price cut. Sun Yong was one of the first people who proposed the “turning point†in the auto market. According to his recollection, as early as April of this year, car sales began to have a declining trend, especially in the last days of April, when the major manufacturers were all attacking the "May Day" Golden Week. Awareness of the arrival of Black May. After the holiday was over, the auto market was completely exposed and everyone was shocked. Unfortunately, after the big holiday, the promotion tricks and funds have been exhausted before May Day. Sun Yong said that in the middle of May, he realized from the daily market information feedback that the “Red May†in previous years may become “Black May†this year, and that this May will be the “inflection point†of the Chinese auto market. . Sun Yong believes that the main reason is that under the national macro-control, the imbalance between supply and demand has been exposed in advance. Some people say that because the macro-environment changes made the auto market so bleak, Sun Yong insisted that even if there is no macro-control, the "inflection point" will appear at a later time. North and South Volkswagen cut prices, Shenlong follow-up, the full price crash. Many people believe that the main reason for the price war is the huge profits in the Chinese auto industry. Sun Yong has his own opinion. He said that the most fundamental factor in the price is supply and demand. After three consecutive years of “blowouts†in the Chinese auto market, growth has gradually slowed down. Cities such as Beijing, Guangzhou, Shenzhen, and Chengdu that started early in private-car buying have seen rapid growth since the beginning of this year, while the second-tier cities have not yet fully started. With this year, price wars have escalated, especially in March and April. They are all happening, making consumers at a loss. The attitude of holding the currency is growing. Today, although private car purchases have accounted for a large proportion, in a large number of regions, private car buying is not dominant, and macroeconomic control still has a relatively large impact. In terms of private car purchases, the bank loan review is also stricter, the loan period is longer, and consumption is also largely suppressed. The price-confidence crisis is basically a one-round round of price war. The auto market performance has not been as fiery as everyone thinks. On the contrary, the price of a car that does not reduce prices is not easy to sell, and the price of a car is not good enough to sell. A downturn. Sun Yong told reporters that price adjustments help to adjust supply and demand. Because prices have been lowered, a step closer to consumer purchasing power will inevitably stimulate demand. However, due to frequent price cuts by manufacturers, consumers are afraid to act rashly. In addition, many people have “reproached†that there is a huge profit in the Chinese auto industry, further exacerbating the attitude of people watching the currency. Consumers have lost trust in the current price of cars. This price is the lowest price, manufacturers do not know how much money? Everyone is expecting a further drop in car prices. A consumer proudly stated last month: “He had long expected that Shanghai Volkswagen would cut prices. It was really said by me that everyone believed that this price is not the bottom line.†Is there a huge profit in the Chinese auto industry? Sun Yong said that in general, the profit rate of the Chinese auto industry is higher than that of other industries. However, some media said that it is 28%, which is obviously an exaggeration. The more accurate statement is that the profits of the 100,000 yuan or so models have been very thin. For example, the price of several cars of Nanjing Fiat had already been in line with the international market as early as the price reduction at the beginning of the year. The models with more than RMB 150,000 are relatively more profitable. Overall, the current car price is relatively reasonable. Rescue the market by adjusting supply and demand At present, China's auto market has entered a stalemate, how can we restore consumer confidence? Sun Yong said that for the current auto market, only the manufacturers, the media, and the consumers will be able to step out of the predicament. He expects Shanghai GM, FAW-Volkswagen, Shanghai Volkswagen, and Shenlong Motors to cut their prices and that there will not be too many strong followers in the short-term. Nanjing Fiat will not follow up on price cuts. Toyota also said last week that there was no intention of lowering prices. FAW Cars then announced that the Mazda 6 series will be "once priced for three years." In addition, many manufacturers have begun to modify the sales plan set at the beginning of the year to start controlling stocks and reducing production. All these help to adjust the supply and demand of the entire market. I believe that in one or two months, car prices will gradually stabilize. Stabilizing vehicle prices requires the joint efforts of manufacturers. For consumers, demand still exists. In the long run, China is still the world's largest potential automotive consumer market. Within a few months after prices stabilize, price confidence will resume. Of course, in September of this year, the phenomenon of “blowout†sales will never happen again. (Zhang Guohong) Sichuan News Net - Chengdu Business News
Sun Yongdao breaks the secret: China-made cars face a crisis of price confidence