Optimization of Sales Growth Structure in the Revitalizing Car Market
2024-05-15
From January to November, a total of 1.444 million new cars were sold, a year-on-year increase of 12.7%. The annual sales are expected to exceed 1.55 million, and it is expected to win the championship again... At the end of the year, the sales competition among the top three car companies has become increasingly complicated, but Wang Xiaoqiu, the general manager of Shanghai General Motors, is very indifferent.
"While quantity growth is important, we value structure and quality more," said Wang Xiaoqiu. In 2013, Shanghai General Motors seized the opportunity of the automotive market's recovery, not only selling over 1.5 million vehicles, but also achieving breakthroughs in the Chinese and luxury car markets. Statistics show that from January to November, the combination of Buick Regal, Buick Regal, and Malibu sold 254400 vehicles, a year-on-year increase of 27.8%, and their market share in the CRRC market increased to 17.1%; Luxury Cadillac has achieved over 50% growth, with annual sales expected to exceed 50000 units.
The recovery of the automotive market, structural optimization, and quality improvement were also key words in China's automotive industry in 2013. According to data from the China Association of Automobile Manufacturers, in 2013, China's automobile market emerged from the haze of two consecutive years of "slight growth" and returned to a double-digit growth track. In the first 11 months, the production and sales of automobiles were 19.9893 million and 19.8601 million respectively, with a cumulative increase of 14.34% and 13.53% year-on-year. The growth rate of production and sales increased by 9.83 and 9.50 percentage points respectively compared to the same period last year. It can be said that the annual production and sales exceeded 21 million vehicles, and it has been a foregone conclusion that it has ranked globally for five consecutive years.
While the car market is recovering, the market structure is also undergoing changes. Firstly, the commercial vehicle market, which has been experiencing negative growth for two consecutive years, has regained its upward momentum, with annual production and sales of 3.6864 million and 3.7083 million vehicles, an increase of 8.37% and 7.15% year-on-year, respectively. Secondly, the luxury car and SUV markets continue to lead the market, with SUV sales of 2.6739 million units in the first 11 months, a year-on-year increase of 49.1%. FAW Volkswagen Audi sold a total of 367978 vehicles from January to November, a year-on-year increase of 31%; Volvo has sold a total of 54000 vehicles, a year-on-year increase of 44.7%.
Structural optimization brings about stable and rapid growth in enterprise operational indicators. According to statistics from the China Association of Automobile Manufacturers, in the first 10 months, 17 key enterprise groups in the automotive industry achieved a total industrial output value of 2.02 trillion yuan, a year-on-year increase of 16.5%; Accumulated operating revenue of 2.29 trillion yuan, a year-on-year increase of 15.4%; The total amount of profits and taxes completed was 405.912 billion yuan, a year-on-year increase of 23%.
However, 2013 was a difficult year for independent car companies. Data shows that from January to November, a total of 6.4621 million autonomous passenger cars were sold, a year-on-year increase of 11.5%, accounting for 40% of the passenger car market, with a decrease of 1.3 percentage points in market share compared to last year; Among them, a total of 2.9362 million domestic sedans were sold, an increase of 8.6% year-on-year; It accounts for 27.1% of the total sales of sedans, a decrease of 0.7 percentage points compared to the same period last year.
Looking ahead to 2014, under the premise of a favorable macroeconomic situation, the growth rate of the car market is expected to be higher than GDP growth. However, the reform of public transportation and the increasing number of cities planning to introduce car purchase or tail number restrictions will bring some uncertain factors to the car market.
"The cancellation of general official vehicles will not only reduce the purchase volume of new official vehicles, but also benefit the car rental market; car purchase restrictions or tail number restrictions may release some purchasing power in advance." Zheng Heng, Deputy General Manager of GAC Toyota, believes that for consumers who implement car purchase plans in advance or purchase a second car in advance, models like the Yaris Zhixuan, which has just been launched by GAC Toyota, with features such as fashion, large space, high fuel economy, reliability, and durability, priced around 70000 yuan will be their choice. "In the first month of its launch, Zhixuan has received over 15000 valid orders, which is still in short supply." Zheng Heng confidently said that next year, GAC Toyota will challenge annual sales of 400000 vehicles, achieving growth of over 30%.
