Imported car market needs new ideas to adapt to the new situation

In recent years, the imported automobile market has been very tangled. Especially since 2014, with the gradual increase of market supply, the preferential rate of the terminal market has continued to rise. In 2015, the parallel import car pilot is the “opening gate”, which is expected to break the price monopoly in the imported car market. At the same time, the continued high inventory status of the industry will bring challenges to the imported car market. Major car companies and distributors need to change. The idea adapts to the new market environment.

Parallel import breaks price monopoly

On January 7, the Shanghai Municipal Commission of Commerce published on the website of the “Circular on the Parallel Import of Automobiles in the China (Shanghai) Pilot Free Trade Zone” (hereinafter referred to as the “Notice”). The parallel import of automobile pilots in the Shanghai Free Trade Zone was officially launched.

The “Notice” demarcates the threshold for companies to apply for pilot businesses for parallel imported cars, and stipulates that companies interested in participating in parallel imported automobile pilots in the Shanghai Free Trade Zone can submit relevant applications to the Shanghai Municipal Commission of Commerce or the Shanghai Free Trade Zone Administrative Committee. material. As long as there are enterprises that meet the conditions for approval, and get the auto import auto license from the Ministry of Commerce, they can sell parallel imported cars to consumers.

It is understood that with the release of the pilot program for the parallel import of automobiles in the Shanghai Free Trade Zone, the Tianjin Free Trade Zone is also eager for parallel imports of automobiles. At the same time, at present, mainstream distributor groups in the country have begun to arrange parallel import businesses one after another according to their policy orientation. Not long ago, the Barbours shop in Chaoyang District of Beijing and Qujiang New District of Xi'an began parallel import car business.

It can be said that the parallel importation is actually the sunning of the former “parallel imports”. Because the price of parallel imported vehicles is lower, it will definitely have a certain impact on the current imported vehicle market price.

Some industry experts believe that, from the overall situation, the state has adopted the introduction of the New Deal to support and standardize the parallel imported car industry that has been in a grey area, and even to use the competition between parallel imported car dealers to pressure car companies. This will indirectly regulate the imported car industry and the overall price trend. The parallel imported vehicles with high cost performance will promote market competition in the imported car market and guide the healthy and rapid development of the imported car market.

Oversupply or new trend

According to the data released by the China Association of Automobile Manufacturers on January 12, the growth rate of the supply of imported cars in China rebounded significantly in 2014. From January to November 2014, the total number of imported vehicles was 1,295,400 vehicles, an increase of 20.7% over the same period of last year. It is estimated that 1.4 million vehicles will be imported in the year, far higher than the growth rate of domestic automobile sales in the same period. At the same time, the situation of import car stocks has deteriorated since July last year. The emergence of "high inventory" has also led to a high level of preferential prices for imported vehicles in 2014. The preferential rate has been further increased since September, and the preferential rate of imported vehicle market in November reached 10.1%. Some of the hot-selling models have experienced rapid price concessions after just a few months of increase in sales. This shows that with the retreat of new product effects and the increase in inventories brought about by high supply, the sales pressure in the terminal market has also gradually increased.

In addition, with the oversupply of imported cars, the situation in the imported car market this year is not optimistic. The China Association of Automobile Manufacturers predicts that the growth rate of the imported car market in 2015 will continue to fall, and the total demand for the whole year will increase by about 10%. If the domestic car models in the imported car market are delivered earlier than expected, it may be the first single digit increase in the past five years.

The "2014 Annual Report on China's Imported Automobile Market" and the "2015 China Imported Automobile Market Operational Strategy Report" showed that China's imported automobile market has continuously issued market risk warnings since 2012, and the oversupply of imported cars has become the new normal. The auto company's leading position in the imported auto market has been further strengthened and the industry's inventory is high. Under the background that localization has become a consensus and the devaluation of the renminbi, the product line and profit of imported vehicles may be significantly reduced, and the era of reshuffle of imported vehicles may have arrived.

Needs new ideas to adapt to the new normal

Experts in the industry suggest that in the face of the new normal challenge, new ideas and advancing tactics are needed, and a deep understanding and grasp of policies are needed. It is necessary to re-examine and adjust their respective strategies to adapt to industry policy adjustments and to welcome changes in the auto market landscape.

First of all, in the face of complete market competition, the automobile industry has reached a critical period of transformation and upgrading. The imported car industry cannot blindly continue the previous single pursuit of high growth, and it needs to explore new market models. Along with the market's in-depth adjustment, the full market competition of multiple formats, and the challenges of diversified sales service models, it is necessary not only to continue to innovate existing brand licensing and future non-authorized business models, but also to think and explore the Internet and mobile Internet. New model innovation brought about by technological change.

Second, it is necessary to further cultivate the branded marketing system and enhance market competitiveness. In particular, multinational auto companies should attach great importance to the problem of excessive network coverage in some areas, high inventory levels in all departments, declining profitability, and tensions in upstream and downstream tensions with channel distributors, which have reached a critical point, and actively balance vendor relationships to create a good relationship. Imported automobile ecosystem, seeking to establish a sustainable development path under the new pattern of imported automobile market together with brand authorized distributors.

Thirdly, domestic joint venture companies are encouraged to distribute imported products, strengthen the strength of joint ventures, and promote the rapid growth of joint ventures. At present, many domestic joint ventures have achieved a lot of farsighted multinational auto companies' right to import products through the continuous enhancement of their own strength. Foreign brands such as Audi, General Motors, Peugeot, Toyota, and Mazda have already or are handing over the distribution rights of imported products to domestic joint ventures.

In addition, the coordination role of the industry's self-discipline organization should be fully utilized to build a harmonious relationship between manufacturers. Take the lead in industrial planning, formulate industry standards, and avoid duplication of waste and vicious competition in social resources. Effectively balance the interests of manufacturers, distributors and consumers. Whether or not a more equitable and fair market competition environment can be established will determine whether the imported car market in China can continue to develop in a healthy manner.