In April, the sales of light trucks soared, and the national six cars soared. Are Hebei and Shandong markets now "retaliatory growth"?

Zheng Linhai, First Commercial Vehicle Network

After the epidemic has been effectively controlled, what is the sales volume of light trucks in various places?

In the first quarter of this year, affected by the epidemic, the sales volume of China light truck market dropped by 32%, and the market prospect was once worrying. However, since April, Bian Xiao has found through surveys that many people in the industry seem to be "not worried" about this. They generally believe that there will be explosive growth of light trucks in April and even in the second quarter, and sales will return to normal levels.

So will the sales of light trucks really increase in the second quarter? What level will it reach? A few days ago, Bian Xiao, the first commercial vehicle network, interviewed some light truck dealers in Hebei and Shandong to hear what they said.

Sales increased greatly in April, and the light truck market was in an explosive period.

Bian Xiao interviewed light truck dealers in Hebei and Shandong, and found that up to now, these dealers have fully resumed work. At the same time, the number of users who visited the store and consulted by telephone increased, and the sales volume rebounded sharply in April. Some dealers expect sales to increase by about 200% compared with last year.

Li Yang, general manager of Handan Zhu Xiang Automobile Trading Co., Ltd. (hereinafter referred to as "Zhu Xiang Automobile"), which operates Jianghuai Ling Jun light truck brand, said: "From June to March this year, our actual sales volume was 65,438+059 vehicles. Due to the special situation in February, basically no vehicles were sold, so generally speaking, it was similar to last year; From April to mid-month, 65,438+008 vehicles were sold, reaching the level of the same period last year. It is estimated that the sales volume will reach 65,438+050 vehicles in April this year. The annual sales target is 65,438+0,000 vehicles, an increase of more than 300 vehicles over last year (the sales volume in 2065,438+09 was more than 700 vehicles). "

Similar to the previous light truck dealers, Shandong Donghong Yunnei Automobile Sales Co., Ltd. (referred to as "Donghong Yunnei"), which also operates Jianghuai light trucks, saw a large increase in sales in April. Not only that, Dong Hongyun still sold more than 65,438+0,200 cars under the overall downward trend in March. Wang, general manager of Donghong Yunnei, said: "It is expected that the sales volume in April will be a little more than that in March, and the annual sales volume is expected to increase by 20%-30%."

Also rising is Linyi Liancheng Automobile Trading Co., Ltd. (hereinafter referred to as "Liancheng Automobile"), which operates Futian Ou Ma. According to Li Xianglong, executive deputy general manager of Liancheng Automobile, "The company sold more than 240 cars in the first quarter, but the epidemic was so influential that none of them were sold in February; By mid-April, more than 70 vehicles had been sold, a year-on-year increase of 40%. It is estimated that the year-on-year growth in April will reach 150%-200%. This year, the company's sales target is 65,438+0,000 vehicles, which is 52% higher than last year's sales (the sales volume in 2065,438+09 was more than 660 vehicles). "

In Baoding, Hebei Province, the sales volume of Futian Aoling has also increased significantly since April. The salesperson of Baoding Huaming Automobile Sales & Service Co., Ltd. said: "Since March, the sales of Aoling began to pick up slowly. By mid-April, the sales volume was almost the same as that of the same period last year, and April is likely to exceed the sales volume of the same period last year. "

The proportion of sales in Hebei and Shandong has increased.

Judging from the market situation in Bian Xiao, the recent accelerated elimination of China's No.3 vehicles and the upcoming implementation of China's No.6 emission standard are the main factors that directly affect the market sales. Among them, after the elimination of the national third car, whether users can get additional subsidies or concessions from manufacturers in addition to state compensation has become the focus of users' concern.

Li Yang said: "The elimination of the third car will release a lot of market capacity, which is the biggest market opportunity this year. Coupled with high-speed free, low oil prices, there are still many people running logistics, and the overall market preference. Therefore, in addition to state subsidies, the company will also make some promotions for cars eliminated in third countries, including the replacement of used cars. "

China's three-car replacement subsidy, Liancheng Automobile has its own standards. Li Xianglong said: "In addition to state subsidies, the company has also introduced its own subsidy policy to replace three cars in China. The strength of a car is not small, and it can reach 1.500 yuan-2,500 yuan. "

In terms of the national six emission standards, the situation varies from place to place, and the dealers' response measures are also different.

It is understood that Handan City has issued a policy that not only national three cars, but also vehicles with national four emission standards cannot enter the urban area. Li Yang said: "Although the national five cars can still enter the urban area at present, users are worried that the national five cars will not be able to enter after two years. Most users are considering replacing existing vehicles with national six vehicles in one step. It is worth mentioning that some users have put it into practice and bought the national six cars. Moreover, in Handan, the demand for the national six cars is still very large, and the wide-body national six models can account for about 60% of sales. "

The Omar Guoliu model is also very popular, and the sales volume of Liancheng Guoliu light truck has exceeded 20%. Li Xianglong said: "Although the national six cars are slightly more expensive than the national five cars, many users are still willing to buy them, not only because the national six cars are a big trend, but also because the previous cars can only be eliminated or replaced after 4 or 5 years, and the national six cars can be used for 7 or 8 years, which greatly saves costs."

Online communication is valued, but it is not known whether it can replace offline communication.

It is understood that a small part of the sales of the above-mentioned dealers in March and April came from online, and the proportion is gradually increasing. With the continuous fermentation of online marketing, some insiders believe that users' dependence on offline stores will decline, and online will replace offline and become the mainstream sales channel in the future.

In this regard, Yang Li said: "Personally, replacing offline online will not be realized in a short time. However, the power of online communication cannot be ignored. During the epidemic, few people came to the store to see the cars, but through the spread of new media platforms, the number of people consulting online increased significantly; However, after the epidemic ended, the people who came to the store to see the car were not much different from the same period last year. "

The network has strong communication power, which Wang deeply agrees with. "From the beginning of the epidemic, the online sales of Jianghuai manufacturers have not stopped, and online publicity such as group buying and 4 18 auto festival has been wave after wave. Among them, the online live group-buying party held by Jianghuai Ling Jun had a cumulative live audience of 165438+ 10,000, and only Ling Jun V6 Ankang 152 horsepower sold 1166 vehicles within1hour. The communication effect can be seen. "

Wang also mentioned that online communication will become a new development trend of enterprise communication, but this trend will take time to precipitate and will not change much in a short time; Moreover, online and offline modes of communication complement each other. Users usually leave messages online and watch cars offline.

At present, these dealers have realized the importance of online communication, and are strengthening the importance and speed of online marketing and accelerating the transformation of digital communication.

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Through the above investigation and interview, we can see that since the second quarter, the sales of light trucks in Hebei and Shandong have been in an explosive period; Facing the upcoming May Day holiday, these dealers are actively preparing, thinking or planning targeted promotion programs and measures. The national logistics is returning to normal, and the freight demand will further drive the light truck market demand.

Editor in charge: Wei Yilin

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.