Observation chamber
Written by | Chen Hui
As the saying goes: "The first month is the year". Therefore, at the time of this article, even if most office workers have begun to work hard to move bricks, we are still in the New Year.
But for the New Year, there is a type of institutional view that is contrary to ordinary people, that is, businesses. You're all going home for the New Year, who's going to spend it? Therefore, whenever the Spring Festival is encountered, major automobile brands will launch corresponding promotional policies in order to fight the hard battle of Spring Festival sales.
So what about the outcome? On the day of the Lantern Festival, the author visited the four mainstream independent brands to see how they spent the Spring Festival holiday.
Chang'an: The most diligent scroll king, you have to be
Chang'an is mentioned first because only their family is open every day during the Spring Festival holiday (including UNI stores). Even on the first day of the Chinese New Year, you can go to the car and buy a car, which is something that the other three companies have not done.
Taking the store visited by the author as an example, the sales introduction, during the Spring Festival, our store has orders every day, and has sold more than ten vehicles in the 7-day holiday, and even sold a Sharp LeggING CC on the first day of the New Year - I have to say that the inner volume is still rewarding. After the Spring Festival, the sales situation of Changan's store was in a state of daily climbing, and it only took a few days to return to the sales level of the normal period, which was obviously different from the weak state of many car brands after the holiday.
In terms of vehicle supply, although it is much better than the most serious period of core shortage, Changan's hot-selling models are still difficult to find. Taking the main sales of Changan CS75PLUS as an example, when booking a car now, you need to wait about half a month to pick up the car.
At the same time, the author noted that this store has put out a new second-generation Changan CS75PLUS, but because the new model has a longer waiting cycle, coupled with the good cost performance of the first generation model, most people still choose to wait only half a month.
In addition to the CS75PLUIS and CS55PLUS two hot models, most of the rest of the models have a small number of existing cars, in order to promote, the store also launched "some models can enjoy a lifetime free warranty" and other preferential policies, for consumers, this is undoubtedly a very attractive reassuring pill.
However, 4S stores also said that compared with the same period last year, the shortage of vehicles still affected the sales increase during the Spring Festival to a certain extent.
Subsequently, the author came to the UNI store, as the high-end sequence of Chang'an, the existing car reserve here is much better, the main sales of UNI-T, UNI-K have sufficient existing cars, during the Spring Festival almost every day can sell one or two. As for the UNI-V and UNI-K iDD versions in the pre-sale status, the order accumulation is also good, and it is ready to be officially launched and delivered.
On the whole, Chang'an continued its previous hot selling state during the Spring Festival, especially to say that Chang'an is really fighting - vigorous performance, even the first day of the New Year.
Geely: Pre-holiday promotion clearance, post-holiday exhibition car borrowing
Unlike Chang'an, Ji Li wants to "roll inside", but there is no rice under the pot. The most serious lack of cars is a Geely G-net store. According to the sales consultant, they made a very strong promotion before the Spring Festival, and most of the cars in the store have been delivered, including exhibition cars, and even some test drives, so they basically have no cars to sell during the Spring Festival.
At present, there are only a few cars left in the store, all of which are not very popular, so they simply put all the cars in the hall, and the warehouse is empty. It is worth mentioning that Xingrui is a very popular car on the G network, and this shop does not even have a test drive, so they have to borrow one, and the store that lent them only two or three cars.
Therefore, except for a small number of duty personnel, most of the staff of this store are on holiday on the 28th of December. Like most 4S stores, they did not open their doors from Chinese New Year's Eve until the third day of the first month of the first month, and resumed duty on the fourth day of the first month. But even though there were basically no cars to sell in the store, they still received 4 orders on the last two days of the Spring Festival holiday.
The sales consultant said that these cars will not be delivered until half a month later, mainly because the factory holidays will not start work, and the first batch of cars after the holiday will not arrive until half a month.
Subsequently, the author came to Geely's L online store. The holiday arrangement of this store is the same as that of the G online store above, which is that there are people on duty on the fourth day of the first month of the first month, and normal business resumes on the seventh day of the first month, and there are also orders on the last two days of the holiday.
In terms of vehicle source, the situation on the L side is slightly better, the Vista X3 and Binrui have always had existing cars, but the hot-selling models need to wait, especially the Hoshikoshi L.
It is worth mentioning that on the first day of the resumption of work, the store arrived at a batch of Star Yue L current cars, in addition to meeting the previous order delivery, there are still some surplus, but the few cars were also sold quickly in the following days.
According to reports, this batch of cars was actually issued before the holiday, because the logistics was stranded on the road for several days and arrived after the holiday. Their next batch of vehicles will also be shipped after the factory production, the cycle is half a month. If you want a color or configuration that is not the main sales, the waiting time will be extended, such as a prospective owner who just placed an order when the author visited, and his hoshikoshi L will have to wait until mid-April.
On the whole, due to the excessive sales of cars before the festival, resulting in insufficient inventory, so this Spring Festival, Geely's sales situation is not very good, and all stores are looking forward to being able to start the car as soon as possible after the factory starts.
HAFF: Stockpile in advance, we don't panic if we have food
Geely Qingku, Havtun Goods, the situation of the two is very different. In terms of stocking, Haval said that I am not targeting anyone, and the competitors are not as good as me. From the pre-holiday to the present, all the models sold by this Haval 4S store have existing cars (except for special configurations and colors), which are specially reserved before the festival, so everything seems to be in order.
The Haval store I visited was also on duty from the fourth day of the first month of the first month, and resumed normal business on the seventh day of the first month. Since the seventh year of the first year, their sales have quickly returned to normal, and when I arrived at the store, the store was crowded with people, and almost all the rest and negotiation seats had customers.
In terms of specific models, the best selling is the national god car Haval H6, accounting for almost 40% of the entire sales in the store, in addition, such as big dogs, red rabbits, etc. are also in good momentum, all of which can be called new main sales models.
Unlike Chang'an and Geely, which both introduced exclusive policies for the Spring Festival, Haval only continued the previous offer. Perhaps affected by this, according to the staff, this year's sales in the store have declined to a certain extent compared with last year, especially the Haval H6.
Chery: I'm really unremarkable
Compared with the other three companies' "magic powers", Chery's performance during this Spring Festival holiday is unremarkable - not that they have no results, but that they look too normal.
In terms of holiday arrangements, they also began to be on duty on the fourth day of the first month, resumed normal business on the seventh day of the first month, and received a total of 5 orders during the holiday, and the sales volume after the holiday was in a slow climbing stage. Although it is not as quick as Changan and Haval to return to normal, it is not like Geely, there are no cars to deliver, and there are no bright spots overall.
In terms of vehicle sources, the less popular Tiggo 3x, Arrizo 5 PLUS and other models have existing cars, and it can be heard from the tone of sales that the sales of these two cars are indeed not very optimistic.
And the hot selling Tiggo 8 series, including Tiggo 8 PLUS and Kunpeng version and other models are not in stock, when asked about the waiting car cycle, the sales consultant said to look at the specific configuration and color, if it is the main sales, you can pick up the car within half a month, if it is some special colors or configurations, perhaps up to several months.
On the whole, Chery's sales performance during the Spring Festival is comparable to its position in its own brand, and the overall performance is decent, with hot-selling models that are enough to make people queue up, and there are also slow-selling models that are difficult to chew. Affected by the lack of cores, Chery's supply of hot models is not sufficient, but the waiting cycle is not too long.
『 Write at the end 』
Through this visit, the author found that as an independent head, Chang'an, Geely, and Haval are actually more fierce in their competition for the market. However, this year's Spring Festival battle has also exposed some problems.
Changan's biggest problem at present is the lack of core caused by the lack of supply of vehicles, fortunately has passed the most serious stage of lack of core, now about half a month of waiting for the car cycle will not have a substantial impact on sales; Geely is some too strong, pre-holiday vigorous promotion, inventory is urgent, so that the Spring Festival stock is seriously insufficient, this move may ensure the sales data in January, but because there is no car to deliver, the answer sheet in February is probably not very good; Haval is precautionary, well stocked to make everything orderly, but in the face of Changan, The strong growth of Geely and other brands, Haval H6 is still very directly affected, and most of the next jianghu will set off a storm; as for the mediocre Chery, it is the true portrayal of most car companies, the overall stable development, but lackluster.
The Spring Festival is just a microcosm, what big changes will there be in the car market next? What are the advanced rolling methods of autonomous car companies? What are the counterattacks of joint venture brands that have suffered from the pressure of luxury brands, the upward trend of independent brands, and the comprehensive impact of chip shortages? The wonderful series of the 2022 car market deserves our continuous attention.
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