In 2015, for the Chinese automobile industry, it was an important turning point, and the “crisis†and “accident†coexisted. "Crisis" is that the auto market has entered a stage of micro-growth, sales of some mainstream automakers have fallen, and dealers have had difficulties in surviving. There are also "opportunities" in this, and smart cars and new energy sources will become new trends. In this period of planning, we have selected ten keywords to review the extraordinary 2015 of the automotive industry.
new energy
Glossary: This year, new energy vehicles have become a hot topic throughout the year. Not only do good policies emerge, but companies are also talking about new energy at every conference. If 2014 is the first year for the development of new energy vehicles, then this year will be a preparatory period for taking off.
According to the latest data released by the Ministry of Industry and Information Technology, in the first 11 months of this year, the cumulative production of new energy vehicles in China reached 279,200, which was a four-fold increase from the same period of last year. Among them, the production of pure electric passenger cars was 117,200, an increase of 3.5 times year-on-year, and the production of plug-in hybrid passenger cars was 53,000, a three-fold increase year-on-year; the production of pure electric commercial vehicles was 90,100, an increase of 11 times compared with the same period of last year. Electric hybrid commercial vehicles produced 18,900 vehicles, an increase of 90% year-on-year. Some experts said that China has surpassed the United States to become the world's largest new energy vehicle market has no suspense.
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 boat taxes, and separate shakes, the imported electric vehicles have also been included in the Yaohao catalog this year. Include the list of exempt purchase taxes. In addition, in April this year, the Beijing government also announced that pure electric vehicles will not be affected by the tail number limit.
Comments: From the objective environment, China's demand for new energy vehicles is stronger than other countries. The factors contributing to the development of pure electric vehicles at present are the improvement of battery capacity and infrastructure such as charging piles. Once these two items are broken, new energy vehicles will surely become the theme of the future auto market.
Volkswagen scandal
Explanation of terms: Volkswagen was once one of the most trusted car manufacturers in the world, but this year it was deprived of this title.
On September 18 of this year, the US Environmental Protection Agency (EPA) accused some of the vehicles sold by the German Volkswagen Group to install a special tackler for tail gas emission detection so that vehicles can pass “high environmental standards†during customs clearance, but in normal use, A lot of pollutants are emitted. Therefore, Volkswagen will face high fines. On September 22, the Volkswagen Group publicly acknowledged that there may be as many as 11 million diesel vehicles that emit fakes worldwide.
The incident has become the biggest scandal in the public’s history since its establishment in 78 years. Because of this incident, a series of personnel earthquakes occurred within the Volkswagen Group, and the CEO of the Volkswagen Group Wendun also resigned. In the two weeks after the scandal erupted, Volkswagen's share price plummeted by 43%, and the market value of more than 30 billion Euros was lost. Since then, in response to the crisis, the public has deducted 6.7 billion euros in profits, which also led to its first quarterly loss in 15 years. Not only that, but VW’s global sales have also declined.
In the event that the incident brought a huge blow to the public, it also made the label “Made in Germany†a bit questionable. In addition, after the outbreak of the incident, governments of various countries around the world have also launched investigations into the emissions of automobile exhaust within their own countries.
Comments: The public scandal can be said to have damaged your most valuable asset - reputation. It is not easy to recover. According to the latest findings of the public, the scandal was caused by “individual employees' misconduct, defects in the company’s internal processes, and lack of corporate culture.†If it is thus possible to completely eliminate the various malpractices of the group, there may be a chance of another rise.
Purchase tax halved
Glossary: This year, the policy that has a greater impact on the auto market is the policy of halving the purchase tax that began in October. According to the policy, from October 1, 2015 to December 31, 2016, the state imposed a vehicle purchase tax on the purchase of passenger cars with a displacement of 1.6 liters and below.
In recent years, in addition to actively encouraging the development of new energy vehicles due to the need for energy conservation and emission reduction, the state has spared no effort in supporting the small-displacement traditional fuel vehicles. From tariffs, vehicle and boat taxes, to subsidies for energy-saving benefits, consumers continue to increase the cost of buying large-displacement cars, and the cost of buying small-displacement cars is getting lower and lower.
Under the influence of policy levers, consumers can now purchase up to 1.6 liters or less of their cars under the new “half of purchase tax†policy. The maximum amount can be reduced by 10,000 yuan. The effort is quite obvious, and whether or not the displacement is lower than 1.6 liters has been gradually Become one of the key factors that consumers consider when buying a car. At the same time, this policy also promotes automobile production and manufacturing enterprises to increase production and research and development of small-displacement engines. Nowadays, small-scale engine quantification has become a clear trend.
Comments: Overall, the policy benefits a lot, pointing to obvious effects. In addition, this policy has a long period of time, starting from the fourth quarter of 2015 and continuing throughout 2016, benefiting more consumers.
own brand
Explanation of Terms: After experiencing a tragic "12-second losing streak" last year, auto makers may have found a breakthrough this year and sales have soared. According to the data released by the China Association of Automobile Manufacturers, domestic passenger car sales in the first 11 months totaled 18.861 million units, an increase of 5.89% year-on-year; sales of self-owned brand passenger vehicles were 767.83 million, a year-on-year increase of 14.12%, and the market share further increased to 41.10. %, far exceeding the overall growth of the passenger vehicle market.
This year is the year for most independent brands. Changan and Great Wall are among the top ten automotive companies, while Geely, Chery and other car companies are also among the top 20. After aiming at the breakthrough in the SUV market, after deep cultivation, each independent brand of SUV products has its own strength. Data show that from January to November this year, SUV sales increased by 1,834,300 units, an increase of 51.1%, its own brand SUV growth of up to 82.8%. In this environment, the Great Wall, Chang'an, Guangzhou Automobile, and Beiqi all benefited. On the other hand, under the call of the country's new energy strategy, BYD, BAIC, and other independent brands will soon deploy new energy vehicles, which will also be another major growth point for independent brands in the future.
Comments: There are many opportunities for independent 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 vehicles and commercial vehicles.
Internet car
Glossary: Some people sum up vividly: Internet cars are, in principle, "smart phones with four wheels." Through the perfect integration of automotive and car networking technologies, Internet cars will make cars more intelligent. At present, Internet companies including Alibaba, Baidu, LeTV, and Apple are all involved in the Internet automotive industry. The integration of automobiles and the Internet has become an important development trend. Judging from the existing methods of cooperation, most Internet companies choose to cooperate with traditional vehicle companies and use their superior resources to jointly develop cooperation.
Internet cars have not yet formed a clear definition and development stage. Some experts believe that at present, Internet vehicles are mainly in the development stage of navigation systems and APP software installations. The ultimate goal of their development is to realize unmanned driving, and the evolution of automobiles from vehicles to mobile phone-like Internet platforms.
Comments: With the deep integration of the automobile and the Internet, the future automobile will become another important carrier of the Internet after the smartphone.
Micro growth
Glossary: ​​Since May of this year, the overall market sales have experienced negative growth year-on-year for four consecutive months, and the double digit growth trend for many years has ceased to exist. With the emergence of favorable policies such as the halving of the purchase tax for October, terminal sales in October and November increased by 11.79% and 19.99% respectively year-on-year.
According to the latest data published by the China Association of Automobile Manufacturers, from January to November, automobile production and sales were 21,823,900 and 21,786,600 vehicles, an increase of 1.80% and 3.34% year-on-year. Among them, the production and sales of passenger cars were 18.7352 million units and 18.8611 million units, which represented an increase of 4.17% and 5.89% year-on-year; and the sales and sales of commercial vehicles were 3,308,700 units and 3.1054 million units, which was a decrease of 10.53% and 9.71% year-on-year. Although there was a significant increase in terminal sales in the fourth quarter, it was dragged down by the previous months and the sales growth for the year ended November was only 3.34%. For next year's forecast, the industry generally believes that there will be no double-digit growth. Dong Yang, executive vice president of the China Association of Automobile Manufacturers, predicts that it will remain between 5% and 7%.
Comments: The growth rate of sales fell from 7% last year to 3% this year. Micro-growth in China's auto market has become an indisputable fact.
Official drop
Explanation of Terms: In the first half of this year, Shanghai Volkswagen took the lead in opening the official tide of price cuts. Then many car brands followed suit and each car segment entered the price war. From October last year, the Chinese auto market began to show signs of fatigue, and the domestic automobile market slowed down. The auto market was once affected by the Spring Festival shopping car. However, in March this year, the auto market has once again tightened, dealers are facing severe market conditions, and the follow-up stock market is steep. Changes in the steep rise further exacerbated and affected the sales of the auto market.
Looking back at the spread of price cuts, Shanghai Volkswagen first set off a price war in 2015 before the Shanghai Auto Show. Unlike the price wars held in previous summers, this time, the public’s price cuts spread rapidly, with more drastic price reductions and spreads. More extensive features, followed by Changan Ford, Beijing Hyundai, Shanghai GM and other mainstream car brands have joined. Immediately after this price reduction, the price cuts of various automakers reached a peak in August, and even the hot SUV market has 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 reduction. The millions of sales targets have caused car companies to be caught off guard and have thus become an effective means to maintain price reductions, which also reminds us that 2011 is based on Until 2013, the rapid growth of China's auto market under the rapid expansion of domestic automakers to build factories to adjust production capacity planning.
Automotive electricity supplier
Glossary: This year's auto e-commerce has also become a hot spot. Not only do many auto websites enter the auto industry, auto manufacturers have also launched their own e-commerce strategies. On December 14th, one of the representatives of the automotive e-commerce company announced the final sales data of the Double 11 this year. At 24:00 on December 11, the final sale of the Double 11 Crazy Car Festival was 35,379, and the total transaction volume exceeded 5.276 billion yuan. Increased by more than 40% year-on-year.
The sales record of auto e-commerce represented by the "Shuang 11", whether it is the sales calculation method or the final real transaction data, can not stop the car e-commerce really coming. The early automotive vertical websites had unstoppable access to sales after the transition from information publishing to sales lead collection. This year is the year of automotive e-commerce. Major car companies have released their own e-commerce strategies. Some car companies have collaborated with e-commerce providers such as Tmall, and others have directly launched their own online sales platforms.
Comments: Changes in consumption patterns and spending habits are accentuating the changes in sales channels and service networks. Young consumers who grow up based on the Internet have enough right to influence businesses. However, automotive e-commerce and traditional distributors are not exactly the same. Distributors are also important links between e-commerce users and offline users. E-commerce does not mean to grab cheese, but through practice, it creates value for consumers and the entire industry chain. .
Anti-corruption
Glossary: This year's anti-corruption campaign in auto companies has attracted much attention, especially when Zhu Fushou, general manager of Dongfeng Motor, was suspected of serious violations of the laws, 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. Dozens of people have already been openly notified.
It is reported that the Central Inspection Team entered FAW for the first time at the end of July 2014 and came back to Changchun in September. According to the information of the various subsidiaries that were transferred, 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 of the inspection team, the Central Commission for Discipline Inspection website successively 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 Audi Sales Division of FAW-Volkswagen Automotive Co., Ltd. Processing opinions.
Comments: The car companies fight against corruption and hit big tigers. The shock to the auto industry is no less than an intense earthquake. Xu Jianyi has been the second leader of the second central SOE since the 18th National Party Congress, following Song Lin, the chairman of China Resources Group. It is also the highest position among auto executives. Many dual-regulation incidents are more like an alarm to more SOE executives, or they will prompt them to reflect on them, so as to expand their self-determination, improve their employment mechanisms, and promote integrity and self-discipline.
Parallel imported car
Glossary: parallel imports of cars, its predecessor was also known as "parallel imports" cars. On January 7 this year, the Shanghai Municipal Commission of Commerce issued the "Circular on the Parallel Import of Automobiles in the China (Shanghai) Pilot Free Trade Zone," and officially launched a parallel import vehicle pilot in the Shanghai Free Trade Zone. At this point, the parallel imported cars that have long been in the "grey zone" have finally become officially designated.
Comments: The pilot project of parallel imported cars has opened up a brand new import channel for domestic automobile dealers, which will bring certain impact on the existing imported automobile pattern. Through competition, the price of the entire imported car will be lowered, which is good for consumers. However, it is not advisable to overestimate its pilot role. Parallel imported cars are mainly aimed at high-volume high-volume luxury cars and new, exotic and special vehicles that have high prices. But this is a niche market with limited sales. In addition, the after-sales problem is still flawed, and the majority of parallel imported vehicle sales entities cannot provide inter-regional joint security services. If the vehicles are sold to different locations, the owner can only find dealers to perform maintenance on their own.
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