According to statistics, the cumulative sales of passenger cars from January to October this year reached 2.0266 million, an increase of 17% from 1,731,500 units in the same period last year. However, in October, the total sales volume of passenger cars was only 169569 vehicles, which was 9% lower than the 186,330 vehicles in September. Although manufacturers generally implement the policy of restricting production, the entire inventory of passenger vehicles still reaches 109,974. As a result, this year's fourth round of price cuts ended in failure again, followed by a series of models announced to suspend production and delisting. Looking at the 2004 auto market, car manufacturers have worked hard to set a price system that has become vulnerable to the downturn. Although new cars continue to keep falling prices, they have never been able to arouse consumers' desire to buy. At present, only a few manufacturers such as Guangzhou Honda and Beijing Hyundai can successfully complete the production and sales plan. In particular, Chang An Ford, the sales of 40,000 vehicles throughout the year has been completed two months ahead of schedule, which makes Zou Wenchao somewhat pleased. Taking profits from sales as the executive vice president of Changan Ford, Zou Wenchao's days are not easy. It is not easy to stare at a step-by-step increase in sales for ten consecutive months. Zou Wenchao said that as an auto company, it is necessary to treat the development of the market sensibly and not blindly predict that it should have affordability and analytical capabilities in the face of the downturn. Zou Wenchao believes that the control of the country’s macroeconomic policies, the adjustment of consumer credits, information bombing for consumers, the emergence of new cars, frequent price cuts, etc., will result in the holding of money. "I don't think that the market is shrinking, but people's psychology is acting. Panic is a factor." Zou Wenchao said. This is reminiscent of the sneeze that caused people to panic when SARS broke out. Panic completely surpassed the actual harm SARS can bring. “In fact, the Chinese auto industry in 2003 was a nutritional surplus. This year is a year of normal development. It is a turning point when the market begins to mature.†This sentence comes from the mouth of Zou Wenchao and it is not surprising that in 2003 for Changan Ford This is not a good year for a car. After Mondeo's listing, it was almost in the footsteps of the carnival's sluggish sales. It was precisely because there was no light in 2003 that Chang An Ford was quite cautious when it came to formulating this year's sales strategy. "May to June this year is the time for many models to drop sharply, while Mondeo's orders have risen sharply. From May onwards, Mondeo 2.0 has been the No. 1 seller in the 2.0L market for three consecutive months." Zou Wenchao told reporters that the Chinese auto market The decline in sales in the second half of the year is only compared to last year and the ultra high-speed growth at the beginning of this year. As long as the overall market trend is upward, companies should look at the market. How to invest should be judged by the company itself. Taking Mondeo as an example, when profits and sales cannot be shared, the company takes profits from sales and tries to make up for the losses from the dilutive costs. In the market downturn, the move is effective. The carnival adopted a medium-to-long-term marketing plan through repositioning, and this slow-heating model continues to heat up this year, becoming a typical example of the “first cold and hot aftermarket†in the auto market. Chang'an Ford's approach is not to short-term effect, not to the distributor pressure, so that channel inventory has been kept within a small range, this will not only reduce the pressure on dealers, manufacturers are more likely to insight into the sales of products. Price game theory Zou Wenchao does not deny that the price cuts of Mondeo and Carnival have played a promoting role in the market, but at the same time, he also stated that he should give users confidence in all aspects of management, quality and service. Frequent price cuts by manufacturers will increase the consumer's expectation of low prices, effectively blocking the purchase behavior of consumers. This year's auto market is an example. Manufacturers usually think that for every 5% drop in car prices, sales increase by 25%, but this move is not working this year, often the more frequently the manufacturers cut prices, the better the products are sold. This forms a vicious circle. When the price drops to almost no profit, the product is only delisted. Zou Wenchao said that products and services are the core of the automotive market competition. In 2005, Changan Ford will launch at least one new product to the market. To ensure that these products can enter the market as soon as possible, they have expanded the production line of the Chongqing plant and the production capacity will reach more than 150,000 next year. In terms of services, Changan Ford will gradually implement quality care, a world-renowned service brand. “This is the process by which China’s auto market recovers its normal metabolism. After one year of adjustment, it will not be as drastic as this year, and it is expected to maintain a steady growth. The specific growth rate will be 15% to 20%. Car prices will trend next year. For stability, due to reasonable pricing, convergence with internationalization is a general trend.†Zou Wenchao told reporters. According to the "Protocol on China's Accession to the World Trade Organization," China will abolish import quotas and license management for automobiles and key parts from 2005. The three-year transitional protection measures for automotive products will expire at the end of this year, and the Chinese automobile industry will soon be reshuffled. Then, can the price "accord with internationalization" be realized? According to Yang Jianlong, director of the Research Department of the Ministry of Industry and Economics of the Development Research Center of the State Council, if the Chinese car price is about 5% lower than the average price of the international car, the domestic car price will eventually stabilize. Otherwise, the price cut will never stop. Industry insiders predict that in the face of the upcoming 2005, after a year of experience, auto companies have been able to face calmly, domestic cars will inevitably show stronger advantages than imported cars, and car prices will increasingly approach people's purchasing power. A few years later, under the impact of domestic cars, imported cars will fully enter the high-end niche market and become a condiment for the automotive market. For a company, having this kind of idea is a good thing after all. Zou Wenchao told reporters that Chang An Ford wanted to play a "kind" role. Since it has missed a good time in the auto market blowout and missed the age when consumers are ignorant of cars, this role has always been “honestâ€.
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