Data from the All-China Federation of Passenger Vehicles shows that Dongfeng Nissan (Nissan brand) sold 385475 vehicles from January to May, an increase of 14.3% year-on-year. However, turning over the "number of insurance policies", it seems that the situation is not so optimistic, and it is very worried about Dongfeng Nissan.
According to the data of the Association and the "number of insurance policies", the number of wholesales in the first five months was 39526 more than the "number of insurance policies", which is equivalent to an inventory coefficient of about 0.57. The normal inventory coefficient should be 1.3 to 1.5, if nissan's inventory coefficient is in a reasonable range, we use this as the basis for the inventory depth at the end of 2016, then by the end of May, Dongfeng Nissan's inventory coefficient should be at the level of 1.9 to 2.1. In other words, even if the manufacturer does not push a car to the dealer, the inventory is enough for the dealer to sell for two months.
Some insiders pointed out that in the case of good market growth in the past, such a depth of inventory has made dealers miserable, not to mention that the number of consumers entering the store in 2017 is only equivalent to 1/5 to 1/3 of the same period in 2016. Although Dongfeng Nissan did not release the news of the official decline, but the combination of "Dongfeng Nissan" and "preferential" two words to search, the entire web page is the news of dealer price reduction. Since the dealer inventory structure is not the same, the price reduction information is a bit confusing. Especially in the absence of a manufacturer's voice, one can't help but ask, will Nissan's price get out of control?
X-Trail should be one of dongfeng Nissan's best performing models, comparing the number of multiplying associations and the "number of insurance policies", the "number of insurance policies" of X-Trail in the first five months is greater than the wholesale number. Judging from the advertisements of dealers, Zhejiang already has dealers with price cuts of 13,000 and two-year zero interest rate promotions. Chenzhou's preferential range reached 19,500 yuan... Various promotions vary. With such a sell-off, the overall inventory coefficient fell by 0.34, but the sell-off continued, and it is difficult to imagine how big the inventory coefficient of X-Trail was at the end of 2016.
The number of wholesales for Qashqai was greater than the number of "insurance policies", and by the end of May, the inventory factor had increased by 0.87 compared with the end of 2016. Judging from the promotional advertisements of Qashqai, Zhuozhou offers 14,000 yuan, Guangzhou 15,000 yuan, Xiaogan discounts of 16,000 yuan... Of course, people still can't hear the voice of manufacturers on price control.
In 2017, the car market is far less than the SUV market, the wholesale number of Bluebird is also greater than the "number of insurance policies", the inventory coefficient of the first five months has increased by 0.65 compared with the end of last year, dealers around the world play different promotional advertisements, with different sales policies, the price reduction amount from 10,000 to 20,000 yuan. It can be seen that dealers are suffering. As far as the current data is concerned, the largest increase in the inventory coefficient is Xuanyi and Qida, with an increase of 1.08 and 1.03 respectively. Judging from the dealer's advertisement, these two cars have made many dealers sell in tears.
It is believed that the real problem affecting sales is not dealers, but consumers' lack of confidence in Nissan models. In this case, the manufacturer is still increasing inventory, the report of the main engine factory may be better, and the sales figures seen by the media are also good, but combined with the analysis of the "number of insurance policies", people can't help but ask, how is the dealer's working capital occupied? When will the capital chain be torn off?
As a result, people are worried about Dongfeng Nissan's ability to control prices. In today's market environment, once the price is out of control, it is not only the dealers who are hit, but also the consumers, and the manufacturers will eventually be doomed. Some industry professionals pointed out that when this market is difficult, the main engine factory must have enough determination to tide over the difficulties with dealers to ensure the interests of dealers and ensure price stability.