In the whole year of 2014, China imported a total of 1.423 million vehicles, an increase of 21.6%. Although imported cars ushered in new growth in 2014, the overall industry showed high inventory in 2014. Under the new normal, new policy and new model market, the imported car market is expected to grow by about 10% in 2015. The growth rate continues to slow down, and the imported car market is facing a comprehensive adjustment. Wang Cun, senior manager of marketing department of SINOMACH Co., Ltd., said.
Imported vehicle stocks are high, and the contradiction between dealers and manufacturers has increased. According to the data provided by SINOMAC, the cumulative import volume in 2014 was 1.423 million units, an increase of 21.6% year-on-year, while the year-on-year growth rate of imports in 2012 and 2013 was 8.8. % and 7.3%. Although the total import volume has increased year-on-year, the sales volume is not optimistic. In 2014, the cumulative terminal sales volume of imported cars was 1,157,500, an increase of 13.2% over the previous year. The imbalance between supply and demand has led to a deepening of inventory depth, reaching 4.2 months in November and December, exceeding the peak inventory in 2012.
In 2014, the general operating pressure of dealers increased, from the profit of the top seven percent of dealers in 2010 to only 30%. According to data released by the China Automobile Dealers Association, 41.48% of dealers' profits are between plus and minus 5%, of which 9.87% of dealers are seriously losing money, and only 20% of dealers are satisfied with the company's business operations in 2014.
Manufacturers are not satisfied with the sales volume to the dealers, the dealers are in poor condition and more unbearable, which has also led to the intensification of the contradiction of dealer manufacturers. Among them, the Volkswagen imported car broke out the case of the joint name of the dealer. In 2013, Volkswagen imported cars sold imported cars such as Touareg, Sharan, Scirocco and Beetle in Shanghai Volkswagen. Due to the low price of the market, the public's import distributors were dissatisfied.
In 2014, Volkswagen imported cars sold a total of 81,000 vehicles, down from 83,000 in 2013. Volkswagen imported cars wanted to use Shanghai Volkswagen's channels to boost sales, but they have an impact on Volkswagen importers. The mass importers who are unbearable to operate are forced to write a joint name. In the end, Shanghai Volkswagen obtained the exclusive right to import Sharan in the domestic market, but will only sell this car, and the Volkswagen imported car will give the dealer 120 million subsidies to support, and promised that the 2015 sales target will be The dealers negotiated and worked out. Volkswagen imported cars are only the beginning, imported car inventory is high, other imported car dealers will inevitably follow the example of mass import dealers.
Parallel imports bring shocks, subverting 4S ecology At the beginning of 2015, the Shanghai Free Trade Zone parallel import pilot began to operate, including a large group (601258, shares it), Yaxia Automobile (002607, shares it), Guanghui Group, etc. The group has begun to prepare for the war. With the price advantage of parallel imports, it is bound to have an impact on the authorized import of car channels.
If the pilots of parallel imported cars are promoted and the various regulations restricting the parallel import of automobiles are lifted, the imported cars, especially the high-end car market, will face downward pressure on price cuts. Parallel imported cars bypass the main distributors, regional distributors, 4S stores and other links, generally 10% -20% lower than the domestic 4S shop.
Although there are not many dealers joining the Shanghai pilot area, the Tianjin Free Trade Zone is about to experiment with parallel imported cars. Moreover, parallel imported cars are an important measure for the Chinese government to limit the price of high-end cars and carry out anti-monopoly. If the detailed regulations of the relevant regulations are more comprehensively revised and the number of parallel imported cars is increased, it will become possible to subvert the existing 4S ecology.
SUV sales growth slowed down, small cars became new favorites Wang Cun analysis pointed out that the structural changes in the imported car market in 2014 were very obvious. From the model point of view, there are 9 SUV models among the top 10 imported car sales. It can be seen that the SUV is the absolute dominant model in the imported car market. The market share has increased from 61.9% in 2013 to 63.3% in 2014, and still maintains 24.5. % high growth rate. However, Wang Cun told the China Economic Net reporter that with the domestic sales of hot models and the shift in consumer demand, the sales growth of imported SUVs in 2015 will slow down.
In 2014, the Ministry of Industry and Information Technology announced the latest fuel consumption standards, and penalties for non-standard vehicles. It is getting closer to the limit of the average fuel consumption of passenger cars in China in 2015 to 6.9 liters/100 kilometers. Wang Cun told the China Economic Net reporter that the shift of the entire displacement will inevitably lead to a reduction in fuel consumption, and the downward shift in fuel consumption will inevitably boost the development of small cars.
In 2014, the general operating pressure of dealers increased, from the profit of the top seven percent of dealers in 2010 to only 30%. According to data released by the China Automobile Dealers Association, 41.48% of dealers' profits are between plus and minus 5%, of which 9.87% of dealers are seriously losing money, and only 20% of dealers are satisfied with the company's business operations in 2014.
From 7.43 in 2012 to 7.33 in 2013 and 6.9 in 2015, to 5.0 in 2020, the fuel consumption of imported vehicles has been declining. Affected by the dual role of “factory increase down product launch†and “consumption upgradeâ€, A-class car has become the largest market segment in the imported car market, with a market share of 32.2%, and is increasing year by year.
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