This week, for those interested in the Shanghai auto market, it seems to be full of amazing news. The first is the general price cut from the popular brand; the other is that the price of the Shanghai brand that has been in dispute for a long time has continued to fall and remained at the level of about 17,000 yuan. Only these two items were purchased by the public this month. The same models need to save at least 50,000 yuan. For a time, everyone seems to be able to smell the atmosphere from the era of car consumption. During the auto show, many domestic automobile manufacturers sang you to the stage and held one press conference after another. The content was nothing more than the publication of new cars and announcement of strategies. However, there was no mention of the current sales form. In fact, digesting inventory has become the real focus of almost all manufacturers' work in the second half of the year. Then, starting from the masses, the price jumps that have appeared one after another have just confirmed this point. A set of data released by the SASAC Information Center recently made a more perfect footnote for this price cut. From January to April of this year, 13 key state-owned enterprises in the automotive industry completed a total industrial output value of 147.76 billion yuan, an increase of 24.2%; and the main business income was 156.98 billion yuan, an increase of 19.9%. Revenue growth lags behind production growth by 4.3 percentage points. The production and sales ratio was 93.4%, down two percentage points year-on-year. The most important data is that, as of the end of April, the total value of finished goods inventory of automobiles was 14.2 billion yuan, an increase of nearly 28%. Industry experts believe that the rise in inventory levels indicates a decline in sales volume, and the rise in inventory levels has become a major issue for domestic automakers. It is certainly worthy of sympathy for carmakers who are embarrassed, but we still have to be happy for the wider car consumers. After all, car consumption has never been so close to ordinary people as it is now. Although it is not yet within reach, it is still within reach. Has given a signal to the people, in the automotive market, buyers and sellers are equal, the car can not sell, and then well-known brands have to bow to the market. In the process of dealing with many car manufacturers, ear can often hear such statements: the reason why a car is unsalable, because the domestic auto consumption is not mature, the car buyers do not understand the connotation culture of our brand, it seems that the car to sell The bad is all the consumer's responsibility, and the manufacturer has become selfless consumer leader and car culture communicator. These sounding plausible explanations actually ignore the important point that after all, cars are only commodities. They can only realize value in the process of realizing the transaction. If the backlog is in the warehouse, then nothing is. The seller's market, which was once in short supply, caused the car dealers a falsehood that “the car is just like sellingâ€, and increasingly sophisticated car buyers have begun to use the money-to-be purchase to poke the myth of car sales. The formation of automobile inventory seems to be overnight, but the process of eliminating inventory by manufacturers is obviously a long one. Consumers who have gone through several price cuts have long been blind to spending because of a price cut. Therefore, it is certain that price cuts will continue in the second half of the year, but the sharp price cuts will no longer occur. Industry insiders predict that by the third quarter of this year, the phenomenon of car price increase will end. In fact, the fare increase is the business of their own hype, according to the reporter from the sales situation in Shanghai, the actual demand for those fare increase cars are not so great, plus the price increase, the actual transaction situation is not as hot as before. Once consumers see the essence of price increase, they naturally are unwilling to pay for the hype of manufacturers. The civilian era of automobile consumption has already made people smell its attractive atmosphere. Maybe, as long as consumers are rational, they will insist that real equality with the manufacturers will come. (Wen Zhouzhan) Source: News Evening News
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