In 2010, China's auto production and sales exceeded 18 million vehicles, and the ten key events were fully resolved.
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2010 is the year when the “Eleventh Five-Year Plan†ended and it was also a year of ups and downs in the Chinese auto market. From policy adjustments to rising production and sales, from price competition to industrial alliances, the joy brought to the Chinese automotive industry in 2010 is also worrying. At the start of the “12th Five-Year Plan†of the automotive industry, let us review 2010 together and sort out those events that affected the development of the automobile in 2010.
1 Policies to stimulate the development of the automotive industry
In order to boost the Chinese automobile market under the international financial crisis, in 2009, China successively introduced a series of policies to stimulate automobile consumption, such as halving the purchase tax, car to the countryside, trade-in replacement, and so on. In 2010, it also added subsidies for new energy vehicles and subsidies for energy-saving vehicles. Regulations on the collection of taxation of vehicles and boats have drastically boosted sales of new vehicles, especially for small displacement and energy-saving emission reduction models.
On May 26, 2010, the Ministry of Finance, the National Development and Reform Commission, and the Ministry of Industry and Information Technology jointly issued a notice entitled “Implementation Regulations for the Promotion of Energy-Saving Products Benefiting People's Project†Energy-Saving Vehicles (Personal Vehicles with a Capacity of 1.6L or Less). , Explicitly stated that the central government will buy consumers of petrol and diesel passenger cars (including hybrid and dual-fuel vehicles) with an engine displacement of 1.6 liters or less and an overall condition fuel consumption of about 20% below the current standard. The 3,000 yuan standard gives one-time subsidies. With the launch of the fourth batch of energy-saving products Huimin project catalog, more and more small-displacement models are favored by consumers. While the sales volume has been improved, it has also further promoted the energy-saving and emission reduction of automobiles.
In 2010, the “Circular on Launching Private Subsidy for Subsidies for New Energy Vehicles†issued a notice on subsidy. However, due to the imperfect supporting facilities for commercial operations, the promotion of this policy on the development of new energy vehicles has not yet emerged.
2 production and sales achieved 18 million
According to the latest data from the China Association of Automobile Manufacturers, the production and sales of the automotive industry in China exceeded 18 million in 2010, surpassing the highest record of the US auto market by 17 million, and China has become the world’s largest automobile production and sales country.
For a long time, China’s macro economy has continued to grow rapidly, and the residents’ living standards have steadily increased, resulting in a certain consumption capacity. However, there is still a gap between the average car ownership per capita and most of the economically developed countries. The huge purchasing potential has gradually become a driving factor in the rapid growth of China’s auto industry. The motivation. Dong Yang, executive vice president and secretary-general of the China Association of Automobile Manufacturers, believes that China can only claim to be the world’s number one in terms of production and sales volume. We have not yet become a global automobile powerhouse. There is still a gap between China’s auto industry’s technological development level and the world’s automobile power. .
As Dong Yang said, the auto industry has made a certain contribution to the national economy, employment, and national taxation, which has stimulated economic growth. At the same time, the popularization of automobiles has also had a large impact on social formation. At present, China is entering the automobile society. However, the problems that accompany it are increasingly serious. The rapid development of the automobile industry and the conflicts between the environment and resources are even more prominent. Experts suggest that China's auto companies should do a good job of comprehensive planning, and through planning to ease the contradiction between the auto industry and the environment and resources, strengthen their autonomy and prepare for building a strong automobile country.
3 "car shortage" increases the price of cars is hard to find
The explosive popularity of the Chinese auto market in 2010 is evident. The huge demand directly challenges the production capacity of auto companies, and it has also become a difficult problem for the auto market.
Regarding the shortage of hot-selling models in 2010, car manufacturers generally believe that the continuous heavy snow in the Northeast has caused transportation difficulties; the shortage of diesel fuel in the south caused an extension of the freight cycle; and rumors about increasing the cost of buying cars in 2011 will trigger demand for cars. The increase has caused a situation in which it is difficult to obtain a car.
However, at the same time as the shortage of vehicles, the phenomenon of “increasing prices and mentioning cars†criticized by consumers has also become increasingly fierce in the national automobile market. Especially in the fourth quarter of 2010, most of the popular models were unexpectedly out of stock.
According to analysis by industry insiders, there is indeed a phenomenon of “hunger marketing†in the market. Some car companies intend to create illusions of waiting for cars in order to increase their influence. In this case, consumers need to learn to buy cars rationally.
4 Beijing introduced the New Deal
On December 23, 2010, the Beijing Municipal Government announced the "Opinions on Further Promoting the Development of Capital Communications Science and Strengthening the Work of Relieving Traffic Congestion," and put forward comprehensive measures to alleviate traffic congestion from the aspects of "building, management, and limitation". And put forward the implementation of quantitative control and quota management system for small passenger cars.
In addition to restricting the number of vehicles purchased, Beijing will further improve its urban planning, optimize and adjust the layout of urban functions, strictly control the total increase in the construction of central cities, and speed up the construction of new cities so as to ease the functions and population of the central city.
Needless to say, the implementation of the blockade plan will have a positive and effective impact on traffic jams in Beijing. However, as the method adopted by Beijing has a demonstration effect on other parts of the country, many people in the industry are also concerned that the introduction of the Beijing blockade policy may be possible. Caused by other major cities in the country to imitate, and may even change the consumer's car concept. It is true that blocking governance is a systematic and long-term project, and the actual implementation will still need to pass the test of time.
5 Car recalls and upgrades
It is understood that the total number of vehicle recalls in 2010 has exceeded 1.17 million, and recalls have reached 95 times. Among the most influential were Toyota recalls. According to various surveys, Chinese consumers are more sensitive to recalls. They generally believe that a recall is not a design issue or negligence. The main reason is that car companies are busy expanding. They ignore quality, and most people have expressed problems. The car they will not buy.
However, there are also some people in the industry who believe that the large number of vehicle recalls is not entirely due to the decline in the quality of automobiles. Due to the complex composition of automobiles, auto companies have found that there are problems with their products that require the voluntary recall of vehicles. It must be noted that automotive products involve the safety of drivers, so car companies can only put products that have passed comprehensive inspections on the market. Otherwise, they are irresponsible. On the other hand, the escalation of recalls has also led more and more automakers to face squarely rather than evade product quality issues.
6 Group mergers and acquisitions
All along, the joint venture brand has occupied a leading position in brand and technology development, while the self-owned brand is relatively weak. On September 6, 2010, the General Office of the State Council issued the "State Council's Opinions on Promoting Mergers and Reorganizations of Enterprises," and the auto industry ranks among the key industries.
In April 2010, GAC Group acquired 51% of the shares of Zhejiang Gonow Automotive. On December 9, GAC GIO was formally established. In August of the same year, BAIC Group acquired all the stock assets of Guangzhou Baolong Group Light Vehicle Manufacturing Co., Ltd. in a restructuring manner, and established the South China Base in the form of a wholly-owned subsidiary.
Although the pace of mergers and acquisitions is getting faster and faster, various domestic car companies have racked their brains to obtain a better position in the competition. However, Zhang Xiaoyu, executive vice president of the China Federation of Machinery Industry and director of the China Association of Automotive Engineers, reminded companies that the complementary advantages should be based on the auto companies themselves, rather than mere mergers and acquisitions for mergers and acquisitions. This is a need for domestic auto companies to think The problem.
7 car companies, dealers find a way out
In 2010, with GAC Group and Lifan Auto listed on the Hong Kong Stock Exchange and the Shanghai Stock Exchange respectively, FAW Group, Beijing Automotive Group, Chery Automobile and other automobile companies, Huge Group, Jidong Trade, and Yuantong Products and other distributors There are also plans for details of the overall listing. In addition, after SAIC's overall listing, the sales volume has leapt to the top in the country; after the listing of Foton, it has grown from a small manufacturer of agricultural vehicles to a domestic leading commercial vehicle manufacturer with high-, low-end trucks and buses.
According to industry analysts, car companies accelerated their financing due to the rapid increase in the performance of automobile stocks in the first half of 2010. Although the auto industry does not possess endogenous high-speed growth opportunities, there is an opportunity for substantial expansion of extended assets. Therefore, auto companies invariably choose to go public, seize opportunities for development, and start planning for future development.
8 Joint ventures develop their own brands
In the automotive market in 2010, the performance of joint-venture brands was particularly eye-catching, not only in the sales growth, many joint ventures have also released their own brands. First, Guangzhou Automobile Honda released its own brand concept. Subsequently, SAIC-GM-Wuling’s own-brand sedan Bao Jun went offline, followed by Dongfeng Nissan’s own-brand sedan Qi Chen also released the concept car, and Dongfeng Yulon’s first Greater China brand “Na Zhijieâ€. It is also planned to be launched in 2011.
As the technology platform and management marketing system are relatively mature, independent brands of joint ventures can use existing resources and experience to effectively control costs and improve efficiency when developing and selling. At the same time, although the joint venture's own brand has been downgraded in terms of price, there are advantages in brand and quality, so the profit margin is even greater.
Industry insiders believe that the introduction of self-owned brands by automobile joint ventures has become a trend, which will prompt the competition in the low-end car market from price warfare to brand warfare and quality warfare, but local autonomous car companies also need a new round of competition. In the upsurge to improve their own product quality.
9 New Energy Vehicles Become Development Focus
In 2010, the pilot cities for the demonstration and promotion of new energy vehicles were expanded from 13 in 2009 to 20, and the subsidy policies for new energy vehicles were also initiated in five pilot cities such as Shanghai, Changchun, Shenzhen, Hangzhou and Hefei. On August 18, 2010, led by the National Assets Committee, 16 central enterprises voluntarily organized the central enterprise electric vehicle industry alliance was formally established. Major central enterprises from areas such as vehicles, batteries, and charging services will focus on the future industrial development of electric vehicles. Carry out cooperation between companies to promote the industrialization of electric vehicles.
With the support of the policies, major domestic automobile manufacturers have launched the electric vehicle project one after another and will list new energy vehicles as the company's future development strategy. Although China's new energy vehicles are booming, many experts are still cautiously optimistic. As China's new energy vehicles still have a certain gap with foreign countries in terms of core technologies such as batteries, motors, and electronic control, they still do not have a market environment for mass production and commercialization. Therefore, China's new energy vehicles still have a long way to go.
10 car companies joint ventures and overseas acquisitions
With China becoming the world's largest auto consumer market, the two-way development model of “going global†and “bringing in†has become the new route for Chinese auto companies in the future. On August 2, 2010, Geely completed the acquisition of Volvo's sedans business for Ford Motor Company with a total purchase amount of US$1.8 billion.
At the same time, the joint venture boom of Chinese auto companies in 2010 was again tilted. On July 9, 2010, Changan Automobile Group and PSA signed a joint-venture contract and related agreements, plans to establish a joint venture in Shenzhen to jointly produce light commercial vehicles and passenger vehicles; September 29, Dongfeng Motor Corporation and Taiwan Yulon Group formally A joint venture agreement was signed and Dongfeng Yulon Automobile Co., Ltd. was officially established at the end of December 2010. On November 5th, Guangzhou Automobile Group and Mitsubishi Motors officially signed a memorandum of intent for joint venture.
In the future, there will undoubtedly be more foreign companies entering the Chinese market. However, it is worthwhile for auto manufacturers to ponder over what kind of benefits the new round of joint ventures will bring to the auto industry in China. What is the deep meaning of the joint venture?