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After the hard work of the whole country, the current situation of the prevention and control of the new Crown Pneumonia epidemic is also gradually improving, and the production and living order of each place is also gradually restored. However, the impact of the epidemic on the car market is still continuing, and there is even the possibility of further expansion. Especially in the terminal sales port, consumer demand has dropped significantly, while at the same time generating new demand points, in the face of the current market situation, from top to bottom, exactly how to deal with it?

Consumer demand has fallen sharply, multiple ministries and commissions "policy" to stabilize the market

According to data released by the Passenger Vehicle Market Information Association, the national passenger car market retailed 252,000 units in February 2020, down 78.5% year-on-year from February 2019, compared to February 2019 due to the Chinese New Year factor. Year-on-year decline of 19%, has belonged to the ultra-low base, the car penetration rate is relatively high everywhere, the continuous decline in car sales coupled with the epidemic, the short-term impact on the automotive industry is very large. The National Development and Reform Commission, the Ministry of Commerce and other 23 departments jointly issued the "on the promotion of consumption expansion and improve the quality of speeding up the formation of a strong domestic market of the implementation of the views" (hereinafter referred to as the "implementation of the views") was published recently, put forward to accelerate the improvement of the institutional mechanism for the promotion of consumption, to further improve the consumer environment, play a fundamental role in consumption, help form a strong domestic market a series of views.

"Implementation of the views" clearly, to promote motor vehicle scrapping and renewal, accelerate the introduction of end-of-life motor vehicle recycling management approach to the implementation of the rules, the strict implementation of end-of-life motor vehicle recycling and dismantling of enterprise technical specifications, improve the implementation of the guidance for the renewal of agricultural machinery scrapping. Promote automobile purchase restrictions to guide the use of policy changes, encourage automobile purchase restrictions in the region to appropriately increase the automobile license plate limit.

Earlier on February 20, in a news conference, the Ministry of Commerce market operation department presided over the work of the deputy director of the Wang Bin said that the next step, the Ministry of Commerce will thoroughly implement the central government on the "actively stabilize the automobile and other traditional bulk consumption" important decision-making deployments, together with the relevant parts of the study to further stabilize the automotive consumer The next step will be to further implement the central government's important decision on "actively stabilizing the automobile and other traditional bulk consumption", and will work with the relevant parts to study and introduce further stabilization of automobile consumption and reduce the impact of the epidemic on automobile consumption.

The Ministry of Industry and Information Technology (MIIT) pointed out in the "Guidance Opinions on Orderly Promoting the Resumption of Work and Production by Enterprises in the Industrial and Communications Industry" issued on Feb. 24 that it would actively stabilize the consumption of automobiles and other traditional staple items, and encourage areas where automobiles are restricted from purchase to appropriately increase the quota of automobile license plates and drive the consumption of automobiles and related products.

China Association of Automobile Manufacturers (CAAM) has put forward policy suggestions related to "stabilizing growth and promoting consumption", including accelerating the resumption of work and production of enterprises in Hubei; safeguarding labor and improving logistics efficiency; adjusting the "double points" assessment, and delaying the "National Six" assessment. "National Six" standard models and other positive burden reduction policy; optimize and continue the new energy subsidy policy, vigorously develop the new energy vehicle industry, and as soon as possible to stimulate the potential for consumption of a series of policies, etc..

Demand delay is not "reduce"? Customer conversion "short-term" into a difficult

Epidemic, the consumer market has been greatly affected by the recent automotive retail performance downturn. According to a number of dealers feedback, many dealerships in February sales decline in more than 70%, retail sales nearly frozen. So the sharp decline in auto sales is due to reduced demand for car purchases?

According to the report "2020 New Crown Epidemic China Auto Consumption Insight Report" released by the China Association of Automobile Manufacturers (CAAM) in conjunction with Auto Home, the epidemic has not led to a reduction in the demand for car purchases, but only a short-term demand transformation has been inhibited. According to the online survey, the current sharp decline in automobile retail sales, mainly by the impact of the epidemic and seasonal factors, consumers are mostly home isolation, out of the test drive, ordering a car is limited, resulting in some user demand is forced to delay the release. However, these factors are short-term factors that will disappear with the advance of time and the lifting of the epidemic, and the decline in the number of leads in the short term is more a result of delayed demand than a reduction in demand.

At the same time, the report also shows that the epidemic has made people more concerned about personal health protection, so the sudden epidemic has also become a motivating factor for some users to buy a car. According to the research, users who had no previous plans to buy a car, but whose needs were strengthened by the outbreak of the epidemic, were analyzed and found that "driving a car to reduce the chance of infection" and "the need for safety for family members on the road" were the main factors that strengthened their desire to buy a private car.

Overall, consumers' demand for cars in China's auto market is not "decreasing" but "delaying", according to the Ministry of Commerce, which monitored 1,000 key retailers in the second half of February. 5.6%, since the second half of January, the chain of consecutive negative growth began to return to positive growth. Among them, the demand for automobiles rebounded to a more pronounced growth, an increase of 14.8% from the previous year.

With the positive results of the epidemic prevention and control, the fear of the residents has been eased, the enterprises to speed up the resumption of work and business, the order of production and life is accelerating the recovery. The previous part of the consumption suppressed by the epidemic began to gradually release, with the epidemic gradually and effectively curbed, the order of production and life further restored, the market sales will be further stable rebound. Intended customers to prospective customers of the road of transformation, the difficulty will gradually decline.

Epidemic to stimulate the intention to buy a car, car purchase "new needs" need to be met

On March 6, J.D. Power released a "new coronary pneumonia epidemic on the impact of consumer willingness to buy a car survey report". The survey found that the enthusiasm of some consumers to buy a car by the impact of the epidemic to a certain extent to be inspired

According to the survey data show that, although the impact of the epidemic, in the original no purchase plan of the respondents, nearly half of the consumers (48.8%) said that "may be" or "will certainly be "

The impact of the epidemic on people's decision to buy a car is still quite obvious.

According to the CACA joint automobile home "2020 New Crown Epidemic China Automobile Consumption Insight Report" according to the report, the epidemic did not reduce the demand of consumers to buy a car, but only the short-term demand for the transformation of inhibited. The epidemic has given rise to new consumer demand, most users hope that the vehicle can increase the "air purification, anti-virus" function, and are willing to pay 1000-3000 yuan for such features.

The epidemic continues to this day, affecting people's mobility across the country, but also increasing awareness of health and hygiene. For users concerned about cars, features such as in-car air purification systems and car disinfection are more attractive in the context of the epidemic. Research data shows that "in-vehicle air purification system" is the car features that users pay more attention to under the influence of the epidemic, accounting for nearly 70%.

Currently, Volvo S60, BYD Tang and other models configured with in-car air purification system, Geely Automobile has also announced that it will launch in the near future with the N95 mask level standard car purification system, higher filtering effect of the air conditioning cartridge to purify the air inside the car, the automobile configuration, the function of the car increased also means that more money. 84% of the research users are willing to "" air purification system, anti-virus," the user is more attractive in the context of the epidemic, the user is more important. Air purification system, anti-virus" function to pay, but consumer expectations in the mainstream below 3,000 yuan, affordability more than 3,000 yuan of users accounted for 17%.

In general, the current auto market sales downturn, is inevitable, but after the end of the epidemic, there will be a wave of short-lived "small peak of car purchases", but as the epidemic continues to deepen its impact on the economy, consumers will inevitably be in the hands of the money "clenched more tightly! ", even if the government, car companies, dealers continue to increase, stimulate consumption, I'm afraid that the entire global economic recession, car sales will not have a particularly high level of growth for a long time, the "sales plate" is already considered good.

With the automobile market more mature, consumers are concerned about the appearance of the vehicle itself, in addition to performance, but also began to gradually care about the vehicle's air health and other intelligent security level, in the case of the downturn in sales, how to meet the consumer's new needs, but also become a new problem of the car companies need to be resolved, the demand for the "road to change! ", there are bound to be enterprises "down", but there will always be better, more excellent enterprises to stand out, become a new era of "industry unicorns", shopping malls such as the battlefield, this is the true portrayal.

This article comes from the author of the automobile home car, does not represent the views of the automobile home position.