Time is like a gap, and in a blink of an eye, it will pass again in a year. This year's auto market can be described as a change in the situation. SUVs continue to expand the battlefield. MPV has also become a new growth point due to policy influence. New energy vehicles and 1.6L and below models are also on the rise.
Smart cars, car e-commerce, Internet + cars have become the "floating children" in the car market, and car companies have also responded to the fierce competition in the automobile market through high-level exchange of blood... In 2015, the car market was a heartbeat.
1 Keywords: SUV
The SUV is still hot, and the market segment is affected by the new taxation of purchase and purchase. The overall growth rate of the passenger car market has reached double digits. Under this favorable situation, the SUV with sales growth of more than 60% has once again served as the entire passenger car. The main force of market growth. According to the data, in October this year, sales of SUVs reached 631,295 units, an increase of 63.2% year-on-year; cumulative sales in the first ten months of this year reached 4,795,029 units, an increase of 50.4%. Compared with the decline in car sales (0.4%) and the increase in the MPV market by less than 10%, the sales performance of the SUV market is very eye-catching.
According to industry insiders, SUVs are popular in the Chinese market due to their preference for SUVs, and are closely related to the diversified car environment and car consumption upgrades in China. First of all, the SUV is more in line with the driving environment of the combination of urban and rural roads in the Mainland. Secondly, the group that bought cars for the first time more than a decade ago has joined the army of changing cars, “changing tastes†and pursuing a wider space, which is why they choose SUVs very important. More car companies are diversified in the SUV segment. In the top ten sales companies, the independent models occupy seven seats, and the growth rate is large. The dominant position of independent brands in the SUV market is obvious. The SUV model headed by Haval H6 and Chuanqi GS4 continues to innovate and break through from appearance to power. Playing the price war is also an important competitiveness of car companies, but it is still consumers.
Text/Zhang Xuechen 2 Key words: New energy vehicles support for new energy sources continue to increase In the context of Beijing's pure electric vehicles, such as “no number, no limit, no purchase tax, high subsidyâ€, the market scale of new energy vehicles is also Beijing is gradually expanding. It is understood that in the first nine months of this year, Beijing has promoted 23,200 new energy vehicles in various fields. According to the statistics of relevant industry associations, from January to October, China's new energy vehicles produced 181,225 vehicles and sold 171,145 vehicles, up 2.7 times and 2.9 times respectively. Among them, 121099 pure electric vehicles were produced, with 113,810 vehicles sold, up 3.3 times and 3.9 times respectively. Production is growing fast, but sales are growing faster than production. The plug-in hybrid vehicle produced 60,126 vehicles and sold 57,335 vehicles, up 1.9 times and 1.8 times respectively. At present, there are 13 companies with 31 new energy vehicles completed in Beijing for record sales, marking the competition in the pure electric vehicle market has become more intense. As the nation's number one new energy auto market, Beijing will become a battleground for major auto companies.
Under the situation that gasoline vehicles are “shaking indefinitelyâ€, the proportion of new energy vehicles being watched continues to increase. At the same time, the government's policy support for new energy vehicles, restrictions on purchases, and economic subsidies are so great that the new energy vehicle market can be described as targeted. However, more product richness, strengthening the construction of infrastructure charging piles and the construction of service outlets are important links for the future of new energy.
Text / Zhang Xuechen 3 Keywords: Second child policy Second child policy or achievement MPV sales This year, the one-child policy that has been implemented for more than 30 years has officially ended, and the "multi-child" era has come again. Many families now share a grandparent or grandparent who plays an important role in bringing children. In big cities, these enlarged families face the limitation of having a second car, which gives the MPV a greater advantage than the five SUVs. Although the SUV is currently the biggest force for the growth of Chinese passenger cars, it faces the second With the arrival of the tire, most of the five-person family chose MPV, which has become the main competitive point in the MPV market.
According to industry experts, the demand for large-scale vehicles in China is still strong. Car companies have sold large and extended versions of vehicles for many years. With the extension of family algebra, three generations often live together, which makes China hope to become the United States. After the biggest MPV market. It is expected in the car market that large-size MPVs will be favored. With the popularization of the concept of "multi-function MPV", MPV's large space and comfort have been well received. If the policy is determined to be released, the MPV market will usher in rapid growth. The popularity of seemingly cumbersome MPVs in China is rising, showing that more Chinese consumers are starting to rationalize and choose vehicles based on demand rather than to demonstrate their social status.
Text / Zhang Xuechen 4 Keywords: Internet car Internet +, injecting new energy Internet cars into the automotive industry, simply by combining the Internet with the traditional automotive industry to promote the development of the social economy and the automotive industry. The Internet and the car were first linked. On July 23, 2014, SAIC and Alibaba Group signed an “Internet Car†strategic cooperation agreement in Shanghai. Since then, the largest domestic automobile company and the largest Internet company have joined forces to carry out cooperation in the field of "Internet car" and related application services.
In 2015, Internet cars have also been a hot topic. As Ma Yun, chairman of the board of directors of Alibaba Group, said in an interview, in the past people said that the United States is "a country on wheels." Today, nearly half of China's people are on the Internet, and China is "a country on the Internet." In this era of Internet +, the combination of the Internet and the automobile is an inevitable trend. In addition to Ali, Apple, Google, Tencent, LeTV and other Internet companies have taken the opportunity to enter the automotive industry. Some of these Internet companies use their advanced technology to directly manufacture smart cars, such as Google's unmanned cars that have already appeared, and some focus on the development of automotive smart software, and more are working with car companies to leverage their respective advantages and promote the automotive industry. development of. From a certain point of view, with the help of the Internet, major car companies can better grasp the production status of the car, in order to find some faults and problems in advance. It is also possible to ensure the quality of the vehicle during use by monitoring the smart car, the quality and safety of the car are guaranteed, and the interests of the auto parts manufacturer will also be maintained.
5 Keywords: TV reality show marketing TV reality show variety show into a new battlefield for car enterprises. Since Infiniti sponsored the "Where is Dad?" program, major auto companies have begun to try similar sponsorship activities. In 2015, the car brand's use of the TV variety show as a marketing model has reached an unprecedented enthusiasm, and there are many tricks. From title sponsorships, offering prizes to designated reception vehicles, car companies can be seen in almost every two years of reality shows. It seems that TV reality shows have become a new battleground for automotive marketing.
The reality show is one of the hottest TV shows. The stars are full of eye-catching ability, bringing high-profile topics to the show. Together with the audience base of David, they generally have higher ratings. High ratings mean high exposure, no matter how calculated, I believe that success in sponsoring a hottest reality show is a victory. According to industry analysts, most of the audiences of reality show programs are young people after 80s and 90s. Therefore, in the past two years, the major car companies marketing for the reality show have launched the most fashionable, sports, and young-loving models under the brand, allowing the audience to pass on the enthusiasm for the show to the recognition of the car brand. Of course, if you want to really impress consumers, you still have to rely on quality and service, but a good marketing model can be a icing on the cake.
6 Keywords: Intelligent car automobile intelligent process is unstoppable On December 16, the second World Internet Conference was held in Wuzhen. In an interview, Guo Taiming, founder and president of Foxconn Technology Group, said that in the 5G era, many drivers can be replaced by smart cars, and traffic will become safer. The so-called smart car refers to the addition of advanced sensors (radar, camera), controllers, actuators, etc. to the ordinary car, and realizes the intelligence between people, cars and roads through the vehicle sensing system and information terminal. Information exchange.
In recent years, with the continuous development of communication and information technology, global technology giants have focused their attention on the automotive field. Following SAIC and Alibaba. After the combination of BAIC and LeTV, Dongfeng Changan Automobile has also signed contracts with Huawei. For car consumers, when they buy a car, they no longer look at power and comfort, and their attention to the technological content of the product is increasing year by year. But for fully intelligent driverless cars, consumers still have concerns. Google's research and development of unmanned self-driving cars and the launch of the product test safety index have attracted countless controversy. Many people think that mobile phones and ipads can always crash, but once the car crashes at high speed, the consequences are that no one can Accepted. Therefore, the biggest trick of the current smart car is how to ensure the safety of the car when driving. Despite doubts, smart cars have become the future direction of the car.
7 Key words: car market micro-growth 2015 car sales growth year-on-year micro-growth will end in 2015, the term micro-growth has become the conclusion of this year's China auto market.
According to the data of the China Automobile Association, from January to November, the production and sales of automobiles were completed at 21.823 million and 2,178,600 respectively, up 1.8% and 3.3% respectively over the same period of the previous year. Among them, the production and sales of passenger cars were 18.73 million and 18.86 million respectively, an increase of 4.2% and 5.9% respectively over the same period of the previous year, and the growth rate was 2 percentage points higher than that of January-October.
The January-November auto sales growth of 3.3% year-on-year data is basically in line with the 3% forecast of the first half of the China Automobile Association. Although the December sales statistics have not yet been included, Dong Yang, executive vice president of the China Association of Automobile Manufacturers, said that due to the strong momentum of the car companies in December last year, the base number is relatively large, and the year-on-year growth rate will be relatively low. It should be comparable to the overall growth rate of the previous November, at around 3%.
At the same time, for the auto market next year, Dong Yang said that the official forecast data of the China Automobile Association has not yet been released, but he personally believes that there will be no double-digit growth in the range of 5% to 7%.
This means that the micro-digit growth of the Chinese auto market will become the norm. For the Chinese auto market, which has experienced rapid development, perhaps this is a chance to settle. Text / Liu Wei 8 Keywords: Guan Jiang, the major car companies to promote the promotion of this year's car market, the most popular word is the "official drop", the official price cuts of manufacturers means that the dealers are abandoned, and directly compete with competitors.
The official starter of the official drop came from the joint venture brand. Compared with the previous year, the joint venture was particularly difficult. On the contrary, the self-owned brand ushered in the days of turning over the serf.
On the eve of the Shanghai Auto Show, Shanghai Volkswagen officially announced that it will offer zero-interest-rate credit for all its models, while all models have reduced prices. Since then, the official tide has begun. Changan Ford, Beijing Hyundai, FAW-Volkswagen and other car brands followed closely, and the official price cuts by different means, Shanghai GM is not to be outdone, 40 models officially joined the army. There are Dongfeng Citroen, Guangzhou Automobile Toyota...
The SAIC passenger car started the first shot of the independent brand official. The official guide price of Roewe and MG MG brands has been reduced by nearly 10,000 yuan. Subsequently, independent brands such as Great Wall, Beiqi Suibao and Jianghuai also joined.
The official drop eased the dealer's inventory pressure to a certain extent, but most dealers still said that these measures are far from enough in the market terminal, manufacturers can not fundamentally lift the dealer's survival pressure.
9 Keywords: car e-commerce, car e-commerce, such as the car e-commerce has been booming for several years, but this year many car companies and the participation of companies in various fields make this vocabulary in full swing. Major domestic automakers have successively introduced e-commerce platforms suitable for their own brands. Among them, traditional network e-commerce such as Alibaba, Suning and Jingdong are the targets of cooperation among major auto manufacturers in China.
Yongda Automobile and Ali Automobile signed a strategic agreement on automobile Internet cooperation to build an online and offline O2O platform for automobile life, Dongfeng Nissan self-funded vehicles, and under the leadership of the Automobile Distribution Association, including nearly 40 automobile groups including SINOMACH. Set up the O2O platform car street. Previously, SAIC built a platform for car enjoyment. Jingdong, Yiche and Tencent also announced their joint efforts at the beginning of this year and launched cooperation in the field of automotive e-commerce. At the same time, Guangzhou Automobile Group announced that it will spend 1.4 billion yuan to build four platforms, including vehicle e-commerce platform, vehicle life platform, vehicle networking platform and venture capital financing.
At present, the e-commerce platform is mixed, and all parties are screaming and optimistic. However, the e-commerce, Internet and intelligentization of automobiles will be the ultimate trend. In the future, new giants will be born in the field of automobile e-commerce.
Text / Liu Wei 10 Keywords: high-level blood exchange personnel adjustment "rescue" car companies in 2015 by the industry as "people change" big year, with the slowdown of the car market growth and fierce market competition, the car companies also " recruiting soldiers to buy horses" with personnel to adjust their own development strategy, in order to better enhance competitiveness. Especially in the car companies that are at the turning point of sales growth, the adjustment of the top leaders reflects the eagerness of the company to face the growing pressure of sales. On the other hand, some professional managers are looking for better platforms to display their talents.
In fact, at the beginning of this year, the top personnel adjustment of car companies entered an intensive period. In recent years, FAW Toyota, Changan Automobile, Dongfeng Nissan, Audi, BYD, Jaguar Land Rover, Porsche and other brands covering nearly 100 luxury, joint venture and independent brands. The top executives exchange blood. What's more, the car-carrying car company has experienced three wave personnel adjustments.
However, some insiders said that it is difficult for a clever woman to be without a meter. Although some reasonable and high-level personnel changes can inject new power and blood into the enterprise, the products, technologies, services and concepts that support the car companies themselves are still the top priority. .
Text / Fan Yiting 11 Keywords: car enterprise anti-corruption "Rectification action" to help car companies healthy operation Since last year, car companies anti-corruption has become a hot event in the rim. 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. More than a dozen people have been publicly notified. Among them, the former general manager assistant of the company, the former vice president of Dongfeng Motor Co., Ltd., and the party appointed Yong. This year, the scope of "anti-corruption" has expanded. On March 15, the Central Discipline Inspection Commission's website of the Ministry of Supervision issued a notice: "Xu Jianyi, chairman and party secretary of China First Automobile Group Co., Ltd., is suspected of serious violation of the law and is currently under investigation." Xu Jianyi also officially became the first "falling" due to corruption. The top of the car company.
Some people say that after the anti-corruption enterprise “top leader†changes, the purpose of the company is to be pure and stable, to give the internal employees a reassurance and reorganize the development strategy of the enterprise. In addition, it is also necessary to release the signal of strengthening the internal rectification movement of the enterprise, to the greatest extent to remove the nepotism between the high-level, and to eliminate the possibility of breeding corruption.
12 Keywords: National New Deal purchase tax halved The State Council Premier Li Keqiang hosted the State Council executive meeting on September 29. The meeting held that promoting the development of new energy and small-displacement vehicles and eliminating excessive emission of vehicles will help alleviate energy and environmental pressures, promote the optimization of automobile industry structure and upgrade consumption, and foster new economic growth points.
The meeting decided that the first is to improve the support policies for new energy vehicles, support research and development of power batteries and fuel cell vehicles, and launch pilot demonstrations of intelligent network vehicles. Organs and enterprises should implement the requirements for new energy vehicles in vehicle renewal, and increase the assessment of the proportion of new energy vehicles in new and updated buses. All localities may not impose restrictions or purchases on new energy vehicles, and those that have already been implemented shall be cancelled. Second, from October 1, 2015 to December 31, 2016, the preferential policy for halving the vehicle purchase tax for passengers with a displacement of 1.6 liters or less will be implemented.
When the New Deal came out, the new energy market was like "sucking chicken blood", and sales rose straight. At the same time, due to the halving of the purchase tax, the overall growth rate of the passenger vehicle market reached double digits.
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