In the past 2014, although domestic automobile consumption continued to grow, passenger car sales growth was still close to 10%, but the majority of passenger car dealers did not enjoy the dividends brought by market expansion, and distributed to most cars. Business, the days seem to be "not so good."
On January 26th, the National Federation of Industry and Commerce Automobile Dealers Chamber of Commerce (CADCC, hereinafter referred to as “Commerce Chamberâ€) held a national media press conference in Beijing. At the meeting, “China Automobile Dealer Supplier Satisfaction Survey Report (2014)†(hereinafter referred to as "satisfaction report"), "White Paper on Automobile Dealer and Supplier Relationship" (hereinafter referred to as "White Paper") and other four work contents were released.
According to a sample survey conducted by the Chamber of Commerce, the profitability of passenger car dealers in the past three years is very pessimistic. In 2014, the proportion of profitable dealers dropped from 70% in 2009 to nearly 30% in 2014, and 55% of dealers could not make profits in the new car sales. From the profitability of the establishment of the store that year, 83% of the dealers were in a state of loss during the year, and the companies that achieved profitability in the year accounted for only 17% of the total.
From the inventory data, in 2014, the inventory of dealers and manufacturers was significantly different: one month of dealer pressure, the inventory factor was 2.22, and the smallest one was 1.3. The manufacturer's inventory coefficient is only 0.78. In other words, the monthly inventory of passenger car dealers has been more than twice that of passenger car suppliers, and some months are close to 4 times, and the inventory coefficient of some brands even reaches 10.
The large inventory of dealers is inextricably linked to the over-optimistic forecast of market growth by the various passenger vehicle suppliers in early 2014 and the establishment of unrealistic sales targets. Under the premise of this goal, when the market growth situation in 2014 was obviously not as good as expected, the imbalance between supply and demand immediately appeared. The high inventory takes up a lot of money from the dealers, which leads to an increase in the operating costs of the company, which in turn causes most passenger car dealers to lose money.
In this situation, the ideal solution would be to reduce the sales plan by the passenger car supplier and reduce the production schedule; however, most passenger car suppliers choose to use their relationship in the manufacturer relationship. A strong position, most of which sacrifices the interests of auto dealers. The common means are to force the warehouse or tying, and the second is to increase the number of outlets unilaterally, forcing dealers to accept supplier inventory and pass on cost risks.
In the eyes of most industry players, the overall market will continue to grow in 2015, but the Chamber of Commerce expects that more and more auto suppliers will pass the pressure on car distribution in the context of the slowdown in the auto market. In the current policy environment, the interests of auto dealers are not guaranteed, and the survival prospects of dealers are not optimistic.
In fact, dealers do not make money is the most important reason for the concentration of contradictions in manufacturers in 2014. In 2014, the contradiction between passenger car dealers and suppliers intensified and triggered a series of conflicts: many dealers jointly stopped picking up cars to show their dissatisfaction with business policies, dealers asked for subsidies from manufacturers, and dealers retired from the Internet. Etc. This series of conflicts is not accidental. It suggests that the Chinese passenger car market is undergoing complex and profound changes, and the existing management policies, suppliers and dealers' business practices have not fully adapted to the new development environment.
"In fact, this situation is only a year of conflict. We define it as a new change. In the future, this change is definitely not limited to 2014, and will continue to exist in 2015. The goal of our change is to form a new normal." Zhu Kongyuan, Secretary General of the Automobile Dealers Chamber of Commerce and Industry (click to view the latest person news). In his view, as the two rings in the industry chain, suppliers and distributors should be closely linked to the automobile industry chain. Only by closely cooperating with each other can we jointly promote the stable and sustainable development of the automobile market.
This time, the satisfaction report of the major passenger car brands including the independent, joint venture and import fields was analyzed, and the data of the dealers' survival status in the automotive circulation field in 2014 was analyzed. In the indicators related to brand and product, licensing contract, network construction, business policy, sales management, after-sales service, management intervention and investment return, self-owned brand dealers have 7 indicators with higher satisfaction than joint venture brands, and The value gap is obvious. "This situation is very obvious in our previous research, and the data results fully verify this." Zhu Kongyuan, executive deputy secretary-general of the National Federation of Industry and Commerce Automobile Dealers Chamber of Commerce, said.
Another point worth noting is that in the 2014 Dealer Satisfaction Survey, the overall score of luxury cars was low. Zhu Kongyuan believes that this situation will improve in 2015, but there is not much room for improvement. This is because the luxury car's "inertia" for the rapid growth of the Chinese market has not changed, and there is still no fundamental change in the overall business format in terms of business policy.
In the past year, policies and regulations have been revised frequently. The “Automobile Sales Management Measures†(hereinafter referred to as “the Measuresâ€), which has played a positive role, has begun to publicly solicit opinions. If the revised method can be announced as soon as possible It is very important for the field of automobile circulation.
"There is a great expectation for it (method), but this is, after all, a process of interest game, 'cannot figure out the government's intentions', when it is not clear." When it comes to the timetable for the implementation of the method that has entered the substantive phase At the time, Zhu Kongyuan said so, but he also stressed that even if the method can be implemented, it is only a regulation, and the legal effect is limited. He pointed out that in the current legal system, only the "Automobile Sales Management Measures" is far from enough. It should learn from the US practice and establish the "China Automobile Sales Franchise Law", and from now on, carry out preparatory work for legislation.
To this end, the Chamber of Commerce will submit three candidate proposals in the 2015 National “Two Sessions†business, namely “Proposal on Formulating the “China Automobile Sales Franchise Lawâ€â€ and “Recommendations on Increasing the Number of Members of the National Committee of the Chinese People’s Political Consultative Conferenceâ€. “Proposal on Further Strengthening the Comprehensive Capacity Building of Urban Transportâ€. In addition, in the first half of this year, the Chamber of Commerce will also launch the "Blue Book of China's Automotive E-Commerce Development", hoping to promote the construction of harmonious manufacturer relations and promote the healthy development of the automobile sales service industry.
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