Since March, Foshan has subsidized 2-5 thousand yuan to buy a car! 4S stores: expecting manufacturers to "officially drop"

From March 1, for one year, Foshan, Guangdong Province will become the first city in China to introduce an automobile consumption incentive policy in 2020. According to the Notice of Foshan Municipal People's Government Office on Printing and Distributing Some Measures to Promote Consumption Upgrade in Foshan Automobile Market (Trial) issued by Foshan Municipal People's Government on February 17, it is proposed to encourage automobile consumption emission according to the national six standards and give subsidies ranging from 2000 to 5000 yuan per vehicle.

Among them, seven "measures" start from the aspects of buying cash to encourage, guiding the consumption of "National Six" models, improving services and improving the consumption environment of vehicles, and promote the Foshan automobile market in a multi-pronged manner.

For consumers who buy cars, the most direct encouragement is cash subsidies. From March 1, consumers can get subsidies when they buy Liu Guo's new car in Foshan, and they can apply with the car purchase invoice.

The detailed subsidy amount and conditions are as follows:

1, promote the upgrading of automobiles. Foshan license plate owners buy new cars with old car sales invoices or car scrapping cancellation certificates, and each car is given a subsidy of 3000 yuan.

2. Encourage collective car purchase. For the same consumer to buy five or more large, medium and heavy passenger and truck vehicles at one time (the unit price of the vehicle is not less than 500,000 yuan), each vehicle will be subsidized by 5,000 yuan.

3. Encourage consumers to buy new cars with a subsidy of 2,000 yuan each.

According to the analysis of Easy Car Research Institute, the trend of SARS car market in 2003 is not suitable for the analysis of COVID-19 in 2020, and the rebound probability after the "COVID-19" epidemic is low.

In the first quarter of this year, the sales volume of the auto market will definitely be "ruined". According to my visit to most 4S stores in Foshan, everyone has no hope for the sales in the first quarter of this year. Since the outbreak of the epidemic, some joint venture brand 4S stores have not really had valid orders, and it is expected that the sales in February will basically be ruined. Dealers believe that the inflection point will not appear until after April.

Guangzhou and Shenzhen carry out the policy of limiting licenses, and the average auction price can be regarded as a weather vane to understand the direction of the local automobile market.

On February 25th, Guangzhou and Shenzhen announced the average bidding results of license plates. The bidding price of individuals and units in Guangzhou is several thousand yuan higher than that of last month, and that of Shenzhen is several thousand yuan lower than that of last year.

Among them, the lowest transaction price of Guangzhou's personal license plate in February was 16000 yuan, up from the previous period 1200 yuan. The average personal price is 17086 yuan, which is 1036 yuan higher than that of the previous period.

The editor visited the car dealers in Guangzhou, and the sales consultants of the dealers were very optimistic about the bidding results and interpreted the bidding data. They think that "Guangzhou neighborhoods still have a strong desire to buy cars."

Some sales consultants are pessimistic, afraid that the performance will not be completed and worried about their future, but more sales consultants are quite optimistic about the car sales after the epidemic and expect the market to pick up soon.

However, for Foshan dealers, with the government's rescue measures and policies to clear the obstacles, they are naturally more optimistic than dealers in other regions.

China automobile dealers association's survey of 466 1 dealers shows that as of February 24th, 16, the resumption rate of tangible markets in all parts of the country was only 14.83%, among which the resumption rate of 4S shops was 40%, and that of secondary dealers and used car dealers was 4%.

Under the influence of the severe epidemic, many manufacturers and dealers turned to the online market and launched new services such as VR car watching and live car selling.

There are about 300 car dealers (4S shops) in Foshan, mainly concentrated in Foshan International Automobile City, South China Automobile City, Beijiao Automobile City, Daliang and Sanshui.

According to rough statistics, the resumption rate of 4S shops in Foshan is about 80%, but not all of them have resumed work.

On the one hand, affected by the epidemic, foreign employees need to be isolated and observed for a period of time before returning to Foshan; On the other hand, due to the limited number of customers arriving at the store, the arrival of all staff will increase the burden of the 4S store, so most of the non-critical positions in the 4S store are still partially staffed.

According to the person in charge of the 4S shop, the full resumption of work depends on when the epidemic can be lifted.

Although Guangdong Province has adjusted the first-level response to major public health emergencies to the second-level, epidemic prevention and control is still the most important work at present.

Reducing going out and avoiding contact with infection are still effective epidemic prevention measures for everyone. As far as mass consumption such as buying a car is concerned, consumers will not rush to 4S stores unless necessary. Therefore, at present, most of the 4S are empty.

On the other hand, the editor visited the dealers in Foshan and learned that more than 60% of the consumers who bought cars in Foshan were foreigners.

According to Baidu map migration big data, the top ten major migration sources of Foshan are: Guangzhou, Zhaoqing, Guigang, Zhongshan, Qingyuan, Wuzhou, Yulin, Zhanjiang, Jiangmen and Hengyang.

Affected by the epidemic, the number of people returning from other places to work in Foshan this year is much lower than in previous years, and the number of people returning from February 17 began to slowly climb.

Affected by the decrease in the total number of consumers, few customers naturally come to Foshan 4S shop. At present, most of them are just old car owners or Foshan local residents who come to the store to maintain their vehicles.

Some 4S stores invite new and old car owners to the store for free disinfection or replacement of air conditioning filter through traditional telephone/SMS. More 4S stores introduce car owners and consumers by means of popular webcasting.

Take the "Big Brand Live Day" launched by Easy Car on February 24th for 15 days as an example. The live broadcast was jointly organized by 60 automobile dealers and 15 automobile brands.

On the first day of "Big Brand Live Day", the five-hour live broadcast of Geely Automobile attracted 840,000 people to watch, and the user interaction exceeded 6,543.8+10,000 times.

This sudden epidemic has caused a crisis in the traditional offline car sales model, but it has accelerated the trend of online marketing.

Tan Benhong, executive vice president of Changan Automobile, revealed in an interview that since the resumption of work after the year, Changan Automobile has broadcast live 50 times per 4S shop on average. 4S stores have first-hand resources, and sales consultants can interact with potential consumers and provide services through online live broadcast.

Zhao Changjiang, general manager of BYD Auto Sales Co., Ltd., visited a 4S shop in Huizhou, and conducted live broadcast with employees to realize the transaction of 15 car.

Zhao Changjiang said that "the new normal of the new economic line is not to take off the mask and not to start work", and advocated BYD 4S stores all over the country to take action and join online marketing.

Some live broadcasts, although online transactions can't be promoted immediately at present, on the one hand, online communication can improve the online marketing ability of dealers, on the other hand, it can also make potential consumers more directly understand the epidemic prevention measures and automobile sales policies that 4S stores are doing, paving the way for future transactions.

The sales manager of a Guangzhou Automobile Toyota 4S store in Foshan, who asked not to be named, said that as of February 9, 2009, the store had received an order for 1 1 and had sold six units. In addition, Willanda will be listed soon, and it is expected to complete the sales of 20 sets in February.

When I visited the 4S store in Foshan, it was like "Everything is green and a little red". In the current pessimistic market situation, it is rare to hear that you expect cars to sell well in February.

The marketing managers of Foshan 4S stores are not all optimistic about the seven rescue policies launched by Foshan Municipal Government.

Most people said "it's hard to say for the time being" and held a wait-and-see attitude. A few people think that a subsidy of several thousand yuan can only be icing on the cake, and hope that the government can introduce a policy of halving the purchase tax.

Some 4S stores also expect manufacturers to reduce or cancel the assessment in February, and some people expect that there will be "official drop" publicity next, hoping that manufacturers will assist dealers to increase sales promotion and stimulate sales as soon as possible.

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