if auto consumption wants to break the impasse, it cannot rely solely on price wars | hot finance
2024-09-15
한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina
the news released by the national bureau of statistics on september 14 was mixed.
in august, the total retail sales of consumer goods was 3872.6 billion yuan, a year-on-year increase of 2.1%. among them, the retail sales of consumer goods other than automobiles was 3478.3 billion yuan, an increase of 3.3%. from january to august, the total retail sales of consumer goods was 31245.2 billion yuan, a year-on-year increase of 3.4%. among them, the retail sales of consumer goods other than automobiles was 28177.2 billion yuan, an increase of 3.9%. among them, automobile consumption was 3068 billion yuan, a decrease of 2.4%.
the decline in automobile consumption is in sharp contrast to the continued high sales of some star car companies. in terms of traditional car manufacturers, byd's sales of new energy vehicles in august were about 373,100 units, a year-on-year increase of 35.97%; the cumulative sales from january to august this year were about 2.3284 million units, a year-on-year increase of 29.92%. in the first eight months of this year, byd completed about 64% of its annual sales target. geely holding group's total sales in august this year were 271,900 units, a year-on-year increase of 14.9%. among them, the sales of new energy vehicles were 127,100 units, a year-on-year increase of 51.7%, and the penetration rate of new energy vehicles reached 46.8%. in the first eight months of this year, geely holding group's cumulative sales were 2.0114 million units, a year-on-year increase of 21.6%. among them, the cumulative sales of new energy vehicles were 823,700 units, a year-on-year increase of 48.5%.
in terms of new forces, ideal auto delivered 48,122 new cars in august, a year-on-year increase of 37.8%. a total of 288,103 vehicles were delivered from january to august. xiaomi su7 delivered more than 10,000 vehicles in august, and has now achieved the delivery target of more than 10,000 vehicles for three consecutive months. it is expected to complete the annual delivery target of 100,000 vehicles ahead of schedule in november. the sales volume of seres new energy vehicles in august reached 36,181 units, a year-on-year increase of 479.55%; from january to august this year, the cumulative sales volume of seres new energy vehicles reached 279,306 units, a year-on-year increase of 381.75%. leapmotor delivered 30,305 units, setting a new record, a year-on-year increase of more than 113% and a month-on-month increase of more than 37%.
according to the data from the china passenger car association, the national narrow passenger car retail sales in august were 1.905 million, a year-on-year decrease of 1.0% and a month-on-month increase of 10.8%; the cumulative retail sales so far this year were 13.472 million, a year-on-year increase of 1.9%. the conclusion brought about by this is that car sales are rising, but consumption is falling. the corporate strategy of exchanging price for volume can basically be confirmed. since the consumption amount has dropped, it means that it is more difficult for companies to make money, and it is more difficult to share the investment in research and development and manufacturing costs. this is a test of the company's further survival ability. at the same time, the rising sales of new energy vehicles have not gotten rid of the actual basic losses, and still rely on blood transfusions to occupy market share. xiaomi disclosed its quarterly report card for its automotive business for the first time in august, and then the topic of "xiaomi loses more than 60,000 yuan for selling a car" became a hot search. lei jun responded in a post: it is very hard to make a car, and it is still in the investment period. i hope everyone understands.
if traditional enterprises do not make much money from new energy vehicles due to productivity, then it means that traditional gasoline vehicles are still a source of profit, because the technology is mature and the cost has been shared. using gasoline vehicles to support the development of new energy is an important path. for example, geely is like this. however, when the price of gasoline vehicles is also declining, for enterprises, it is like being attacked from both sides. if gasoline vehicles cannot hold up, electric vehicles will have an even harder future. once electric vehicles decline, the brand's voice will immediately be taken over by new forces. this is the dilemma of several large domestic state-owned enterprises.
although almost all the bosses of traditional car companies have been live-streaming and even selling products after the beijing auto show. however, after a gorgeous debut, cheers, and support from their subordinates, the personal charm of the bosses is relatively limited. most of them can only be famous in the industry, and basically cannot go out of the circle and cross-border. in short, after the excitement, there is loneliness. so don’t blame some bosses for not having many products on their accounts, because they know that the problem of the company is not their popularity at all. no matter how emotional and impulsive consumers are, they are still cautious when it comes to paying the bill. don’t think that lei jun is charming. if he hadn’t laid out the home ecology and built substitute products that ordinary people can buy in the past ten years, live-streaming would be a castle in the air. auto tycoons have always disdained to meet the public face to face. now they have to meet, and there can be no right or wrong, only a glorious image. at first glance, you can tell that they are still very traditional and not in the internet circle.
regardless of whether they are old or new forces, the common challenge they face now is the austerity of people’s consumption behavior under the economic environment. if a car product cannot truly solve the life problems of the middle class and below, then it basically has no market. many fictional life scenes in advertisements, whether it is fishing, camping, golf, shopping, or family outings with children, may not necessarily induce consumers, but they may have misled the car model developers and their bosses in the first place. faced with the situation of increasing volume but not revenue, developing national products means developing conscientious products, so that companies can achieve a virtuous cycle and get out of the quagmire earlier instead of homogenization and price wars.
text｜yangcheng evening news commentator qi yaoqi
