Summary Crossing today, 2015 will be history. For the Chinese auto industry, this year is an important turning point, and the "dangerous" and "machine" coexist. "Dangerous" is...
Crossing today, 2015 will be history. For the Chinese auto industry, this year is an important turning point, and the "dangerous" and "machine" coexist. The “risk†is that the automobile market has entered a stage of micro-growth. The sales of some mainstream car companies have declined, and the dealers have difficulty in survival. In this case, there are also “opportunitiesâ€, and smart cars and new energy sources will become new development trends. In this issue of planning, we selected ten key words to review the extraordinary 2015 of the automotive industry. new energy
Noun explanation: This year, new energy vehicles have become a hot topic throughout the year. Not only are favorable policies emerging, but major companies are also talking about new energy at every press conference. If 2014 is the first year of new energy vehicle development, then this year is the preparation period before the take-off.
According to the latest data released by the Ministry of Industry and Information Technology, in the first 11 months of this year, China’s new energy vehicles produced a total of 279,200 units, a four-fold increase over the same period last year. Among them, pure electric passenger cars produced 117,200 units, a year-on-year increase of 3.5 times, plug-in hybrid passenger cars produced 53,000 units, a three-fold increase over the same period; pure electric commercial vehicles produced 90,100 units, an increase of 11 times over the same period. Electric hybrid commercial vehicles produced 18,900 units, a year-on-year increase of 90%. Some experts said that China has no suspense to surpass the United States to become the world's largest new energy vehicle market.
Similarly, the outbreak of new energy vehicles is inseparable from various favorable policies. In addition to last year's government subsidies, exemption from purchase tax, vehicle and vessel tax, and separate numbering, this year's imported electric vehicles have also been included in the catalogue, and gradually A list of exemption from purchase tax is included. In addition, in April this year, the Beijing government also announced that pure electric passenger cars will not be affected by the tail number limit.
Comments: From an objective perspective, China's demand for new energy vehicles is stronger than other countries. At present, the development factor of pure electric vehicles is the perfection of battery capacity and infrastructure such as charging piles. Once these two items are broken, new energy vehicles are bound to become the theme of the future automobile market.
Volkswagen scandal
Glossary: ​​Volkswagen was once one of the most trusted car manufacturers in the world, but this year its title was stripped.
On September 18 this year, the US Environmental Protection Agency (EPA) accused some of the cars sold by the Volkswagen Group of Germany to install a special cheater for exhaust emission testing, so that it can pass the "high environmental standards" during the inspection, but in normal use A large amount of pollutants are discharged. Therefore, Volkswagen will face high fines. By September 22, the Volkswagen Group publicly acknowledged that there may be as many as 11 million diesel vehicles on the world.
The incident has become the biggest scandal since the founding of the public in 78 years. Because of this incident, a series of personnel earthquakes occurred within the Volkswagen Group, and Volkswagen Group CEO Wen Deen also resigned. In the two weeks after the scandal broke out, Volkswagen's share price plummeted 43% and lost more than 30 billion euros in market value. Since then, in response to the crisis, Volkswagen has deducted 6.7 billion euros from profits, which has led to its first quarterly losses in 15 years. Not only that, Volkswagen's global sales have also declined.
At the same time that this incident brought a huge blow to the public, it also caused some "Made in Germany" labels to be questioned. In addition, after the outbreak of the incident, governments around the world have also launched investigations into the emissions of vehicle emissions in their own countries.
Comments: The public scandal can be said to have damaged its most valuable asset - reputation, it is not easy to recover. According to the latest survey results of the public, this scandal is caused by “inappropriate behavior of individual employees, defects in the internal processes of the company and lack of corporate cultureâ€. If the various drawbacks of the group can be completely eliminated, there may be a possibility of re-emergence.
Half of purchase tax
Noun explanation: This year, the policy that has a greater impact on the auto market is the purchase tax halving policy that began in October. According to the policy, from October 1, 2015 to December 31, 2016, the state will levy a vehicle purchase tax of half on the purchase of passenger cars of 1.6 liters or less.
In recent years, in addition to actively encouraging the development of new energy vehicles, the national support for small-displacement traditional fuel vehicles has been spared. From tariffs, vehicle and vessel taxes, to subsidies for energy-saving benefits, the cost of buying large-displacement vehicles continues to rise, and the cost of purchasing small-displacement vehicles is getting lower and lower.
Under the influence of policy leverage, consumers are now able to purchase up to 10,000 yuan for vehicles with a displacement of 1.6 liters or less under the new policy of “half the purchase tax halvingâ€. The intensity is quite obvious, and whether the displacement is lower than 1.6 liters has gradually Becoming one of the key factors to consider when buying a car. At the same time, this policy is also driving automotive manufacturing companies to increase production and development of small-displacement engines. Nowadays, engine small-quantity quantification has become a clear trend.
Comments: Overall, the policy is affordable and the directional effect is obvious. In addition, this policy is also time-sensitive, starting in the fourth quarter of 2015 and continuing into 2016, which will benefit more consumers.
own brand
Noun explanation: After experiencing the tragic "12 consecutive losses" last year, independent brand car companies may have found a breakthrough this year, and sales have risen sharply. According to the data released by China Association of Automobile Manufacturers, the sales volume of domestic passenger vehicles in the first 11 months was 18.681 million, an increase of 5.89% year-on-year; among them, the sales volume of self-owned brand passenger vehicles was 7,768,300, a year-on-year increase of 14.12%, and the market share was further increased to 41.10. %, far exceeding the overall growth rate of the passenger car market.
This year, for most independent brands, it was a year of turning over. Changan and Great Wall were among the top ten car companies, and Geely and Chery were also among the top 20. After aiming at the breakthrough of the SUV market, after deep cultivation, SUV products of various independent brands have their own strength. Data show that from January to November this year, sales of SUVs increased by 1,834,300 units, an increase of 51.1% year-on-year, and self-owned brand SUVs increased by 82.8% year-on-year. In this environment, Great Wall, Changan, Guangzhou Automobile and Beiqi all benefited. On the other hand, under the call of the national new energy strategy, independent brands such as BYD and BAIC will lay out new energy vehicles earlier, which will be another big growth point for future independent brands.
Comments: There are many opportunities for self-owned brands this year. After the release of the two-child policy, there is a product gap in the MPV market, which is another opportunity for self-owned brand passenger cars and commercial vehicles.
Internet car
Explanation of terms: Some people vividly sum up: Internet cars are, in principle, "smart phones with four wheels." By combining automotive and car networking technologies, Internet cars will make cars smarter. At present, Internet companies including Alibaba, Baidu, LeTV and Apple have been involved in the field of Internet vehicles. The integration of automobiles and the Internet has become an important development trend. From the perspective of the existing cooperation methods, most Internet companies choose to cooperate with traditional vehicle companies and use the superior resources of both parties to jointly develop cooperation.
Internet cars have not yet formed a clear definition and development stage. Some experts believe that the current Internet car is mainly in the development stage of intelligent in-vehicle systems such as navigation and APP software installation. The ultimate goal of its development is to achieve unmanned driving and to transform the car from a vehicle into a mobile phone-like Internet platform.
Comments: With the deep integration of the car and the Internet, the future car will become another important carrier of the Internet after the smart phone.
Micro growth
Noun explanation: Since May this year, the overall market sales have experienced a year-on-year negative growth for four consecutive months, and the multi-digit growth trend of many years has ceased to exist. With the emergence of a favorable policy of halving the purchase tax in October, terminal sales increased by 11.79% and 19.99% in October and November, respectively.
According to the latest data released by the China Association of Automobile Manufacturers, from January to November, the production and sales of automobiles were 21.823 million and 21,786,600, an increase of 1.80% and 3.34%. Among them, the production and sales of passenger cars were 18.7352 million and 18.8613 million, an increase of 4.17% and 5.89% year-on-year; the production and sales of commercial vehicles was 3.08 million and 3.1054 million, down 10.53% and 9.71% year-on-year. Although terminal sales increased significantly in the fourth quarter, due to the drag of the previous months, the annual sales growth as of November was only 3.34%. For the forecast of next year, the industry generally believes that there will be no double-digit high-speed growth. Dong Yang, executive vice president of China Association of Automobile Manufacturers, predicts that it will remain between 5% and 7%.
Comments: The sales growth rate has dropped from 7% last year to 3% this year. The micro-growth of China's auto market has become an indisputable fact.
Guan Jiang
Noun explanation: In the first half of this year, Shanghai Volkswagen took the lead in opening the prelude to the official price cuts. Then many car brands went crazy and the various car segments entered the price war. Since October last year, the Chinese auto market has begun to show signs of fatigue. The growth rate of the domestic auto market has slowed down. The auto market has been warmed up by the car purchase in the Spring Festival. However, the auto market has tightened again in March this year. The dealers are facing a severe market situation, and the follow-up stock market is steep. The change in the steep rise and fall further aggravated and affected the sales volume of the automobile market.
Looking back at the spread of the price cuts, Shanghai Volkswagen first set off the price war in 2015 before the Shanghai Auto Show. This is different from the price war held in the past summer. This time, with the rapid price reduction of the public, the price cuts are even more violent and the scope of the price is affected. More extensive characteristics, followed by Changan Ford, Beijing Hyundai, Shanghai GM and other mainstream car brands have joined. Following this price cut, the price cuts of various automakers reached their peak in August, and even the fast-growing SUV market had to rely on price cuts to maintain sales.
Comments: The slowdown in the growth rate of the domestic auto market is one of the important reasons for this year's price cuts. The sales target of millions of millions of vehicles has made it impossible for auto companies to prevent them from falling, so it is an effective means to maintain sales volume reduction. This also reminds that based on 2011 By the high-speed growth of China's auto market in 2013, all automobile brands that have been madly built in China will need to adjust their production capacity rationally.
Car e-commerce
Noun explanation: This year, auto e-commerce has become a hot spot. Not only many auto websites have entered the automotive field, but auto manufacturers have also launched their own e-commerce strategies. On December 14th, the car home of one of the representatives of the car e-commerce announced the final sales data of this year's double 11th. As of 24:00 on December 11th, the double 11 crazy car purchase festival ended with 35,379 units, with a total transaction volume of over 5.276 billion yuan. The year-on-year growth was over 40%.
The sales record of automobile e-commerce represented by the double 11 is no matter whether it is the sales calculation method or the final real transaction data. These can't stop the auto e-commerce from coming. Early car vertical websites entered the sales field unstoppable after the information release transitioned to the sales lead collection. This year is a big year for auto e-commerce. Most auto companies have released their own e-commerce strategies. Some auto companies cooperate with e-commerce companies such as Tmall, and some companies have directly launched their own online sales platforms.
Comments: Changes in consumption patterns and consumption habits are intensifying the changes affecting sales channels and service networks. Young consumers who have grown up based on the Internet have enough voice to influence businesses. However, car e-commerce and traditional dealers are not the right ones. Dealers are also important connections between e-commerce users and offline. E-commerce is not to grab the cheese, but to create value for consumers and the entire industry chain through practice. .
Anticorruption
Explanation of terms: The anti-corruption action in auto companies this year has received much attention, especially the general manager of Dongfeng Motor Zhu Fushou was investigated for serious violations, and Xu Jianyi, former chairman of FAW Group, was investigated. In fact, since July last year, the Special Inspection Team of the 13th Inspection Team of the Central Committee has been stationed in FAW Group and Dongfeng Group, and dozens of people have been publicly notified.
It is reported that the Central Inspection Team first settled in FAW at the end of July 2014 and returned to Changchun in September. Based on the information of the subsidiaries, more than 150 people were interviewed and a large amount of information was collected. Since then, many people have been taken away to investigate or assist in the investigation. During the inspection team, the website of the Central Commission for Discipline Inspection announced the former party secretary and secretary of the Disciplinary Committee of FAW-Volkswagen, the former deputy general manager of FAW-Volkswagen, the general manager of the sales company, and the former deputy general manager of the sales department of FAW Volkswagen Automotive Co., Ltd. Handle comments.
Comments: The car industry anti-corruption hit the big tiger, the vibration of the car industry is no less than a very high earthquake. Xu Jianyi is the second “top-ranking†of the central enterprises since the 18th National Congress, after Song Lin, the chairman of China Resources Group, and the highest-ranking executive in the auto industry. Many double-regulation incidents are more like sounding alarms for more state-owned enterprise executives, or will prompt them to reflect on them, thereby strengthening their own cause, improving the employment mechanism and promoting honesty and self-discipline.
Parallel imported car
Noun explanation: parallel imported cars, the predecessor is also known as the "parallel" car. On January 7 this year, the Shanghai Municipal Commission of Commerce issued the "Notice on the Pilot Project of Parallel Imported Cars in the China (Shanghai) Pilot Free Trade Zone", officially launching a pilot pilot of parallel imports in the Shanghai Free Trade Zone. At this point, the parallel imported cars that have been in the "grey zone" for a long time have finally had official "points."
Comments: The pilot of parallel imported cars has opened up a new import channel for domestic auto dealers, which will have a certain impact on the existing imported auto market. The competition will lower the price of the entire imported car, which is good for consumers. However, it is not appropriate to overestimate its pilot role. Parallel imported cars are mainly for large-displacement luxury cars with high prices and new, odd and special models. But this is a niche market with limited sales. In addition, the after-sales problem is still criticized, most of the parallel imported car sales entities can not provide cross-regional joint warranty services, if the vehicle sales to off-site, the owner can only find the dealer to carry out maintenance.
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