The National Development and Reform Commission (NDRC) mentioned the upgrading of automobiles, which cities in China benefited from it?

Affected by the sluggish automobile market and the sluggish consumption caused by the superposition of epidemics in recent years, the national level has been committed to stabilizing and expanding automobile consumption. A number of policies have been introduced to boost national automobile consumption confidence.

However, compared with before the epidemic, the demand for new cars has not changed fundamentally. Therefore, the incremental role of upgrading demand is becoming more and more obvious. What's more, replacement can also increase the proportion of national six and new energy vehicles.

In fact, with regard to increasing consumers' exchange demand, relevant departments at the national level have been committed to promoting the implementation of policies, and local government departments, including various merchant platforms, have also introduced corresponding measures. In short, leading and creating new car demand has become the direction of all parties' efforts.

Development and reform commission "mentions again" to promote automobile upgrading.

On June 16, at the regular press conference held by the National Development and Reform Commission in June, Meng Wei, a spokesperson, said: "We will vigorously tap the potential of releasing domestic demand. Actively promote the replacement and recycling of home appliances and automobiles, and accelerate the development and improvement of new consumer formats. "

In fact, the promotion of automobile upgrading has been mentioned many times by various ministries and commissions of the country.

On February 20th this year, at the press conference held by the Ministry of Commerce, Wang Bin, deputy director of the Market Operation Department of the Ministry of Commerce, encouraged all localities to take measures to promote the consumption of new energy vehicles, increase the purchase quota of traditional vehicles, and carry out trade-in of vehicles according to local conditions to promote automobile consumption.

On March 20th, the General Office of the Ministry of Commerce, the General Office of the National Development and Reform Commission and the General Office of the National Health and Wellness Commission jointly issued the Notice on Supporting Commercial Circulation Enterprises to Resume Operation, which once again mentioned stabilizing automobile consumption and urged local commercial authorities to actively promote the introduction of new car purchase subsidies and automobile "trade-in" subsidy measures.

In particular, the upgrading of automobiles has always been regarded as an important part of automobile consumption, and relevant departments at the national level have been actively promoting it. Subsidies are naturally the most effective and direct way to stimulate automobile consumption.

Local governments have implemented foreign exchange subsidy policies.

The statistics of the horse-drawn car market were made at the end of April. In the 80 days after Foshan launched the "first shot to save the city" on February 3, more than 24 provinces/cities across the country have issued policies to promote automobile consumption. Among them, many places have subsidies related to "changing cars".

The first city to put forward specific redemption subsidies is Guangzhou. On March 3rd, Guangzhou announced that it would give a subsidy of 3,000 yuan to the automobile sales enterprises registered in Guangzhou to replace or buy the new cars of "National Six".

Beijing, on the other hand, proposed on March 27 that the owners of high-emission old motor vehicles scrapped or transferred out of the city during the year can enjoy government subsidies; On March 30th, Changchun City gave a one-time subsidy of 3% of the purchase price to each car produced in Changchun City and sold in the province, and the maximum replacement car purchase was no more than 5,000 yuan.

On April 7, Shenyang announced a one-time subsidy of 3,000 yuan for the old-for-new consumers. On April 23rd, Shanghai also joined the car replacement subsidy city, giving 4000 yuan subsidy to the old car replacement.

At the end of April, Chongqing also issued the Notice on Encouraging Automobile to Update Consumption. To meet the conditions of the object, each car to give 2000 yuan municipal financial subsidies.

Live shooting of Chongqing auto show in Mara auto market

At the Chongqing Auto Show held last week, a big sign about "subsidy of 2000 yuan" was erected at the entrance of the exhibition hall, which was quite eye-catching.

Chengdu, where the horse-drawn car market is located, also launched a car change activity on April 22.

According to the Implementation Rules for Supporting Automobile Renewal issued by Chengdu Municipal Bureau of Commerce and other six bureaus, consumers who replace or scrap domestic passenger cars registered in Chengdu with emission standards lower than the national three standards will be given a financial subsidy of 2,000 yuan each.

Recently, the spicy auto market learned through consulting the local media that in the cities that have formulated the automobile exchange subsidy policy, the automobile exchange subsidy has been implemented, and all local governments have implemented the foreign exchange subsidy.

Substitution subsidy

Is this an encouragement to the demand for new cars?

It is one thing for local governments to effectively implement relevant subsidy policies, but has there been any obvious change in our automobile sales terminal market? Does the demand for new car purchase brought by "replacement subsidy" improve the quality?

Terminal visits, consumers and in-store sales are mostly "uninformed"

According to the recent field visit in the sales terminal of Mara automobile market, it is found that consumers do not fully understand the replacement subsidy. According to the data, the brands and models participating in the automobile upgrading activities in Chengdu involve 299 automobile sales enterprises in Chengdu, with more than 100 models.

However, during the actual visit to the Mara car market, no posters related to the event were found, and the sales staff in the store rarely mentioned the event when introducing the model discount. As for the replacement subsidy, I only said the discount provided by my own brand.

For example, in a brand 4S store that participated in this activity, the salesperson told us that in addition to their own model discounts, there is also a replacement subsidy package worth 9,000 yuan, including replacement subsidies and after-sales maintenance. However, the specific amount of replacement subsidy was not told, and the replacement subsidy of 2000 yuan provided by the government was never mentioned.

It seems that policy formulation is on the one hand, but the specific implementation and the popularity of brand 4S stores and sales staff are still a big problem. Not all consumers know about this activity, so the replacement subsidy that should belong to consumers is very likely to regret "missing" because of "ignorance".

Even if it is informed and implemented, has the demand for new cars improved significantly?

Although the implementation of the sales terminal is "not in place", even if consumers are informed, whether this replacement subsidy can obviously improve the demand for new cars still needs to be discussed.

If customers who have their own car needs enjoy the discounts provided by the brands in the store, increasing this subsidy will undoubtedly play a icing on the cake.

However, according to interviews with many car dealers in the Mara car market, most consumers also have their own views on replacement subsidies.

A brand intends to inform customers that the replacement subsidy of 2000 yuan is not a factor affecting their demand for car purchase.

First of all, if you want to enjoy the subsidy, you need to "sell used cars" and "buy new cars" in the same store, but the consumer said that he had reservations about the price of picking up cars in 4S stores. The reason may be that the current price of used cars is "opaque", and there is a gap between the price of 4S stores and consumers' expectations of selling cars.

Secondly, because of the price difference between different 4S stores of the same brand, the existence of bargaining space makes it not bring much psychological gain even if you enjoy the replacement subsidy of 2000 yuan.

It seems that even if the replacement subsidy of 2000 yuan is implemented, consumers with different needs will have different views. But without exception, most interested customers indicated that they would prefer to enjoy the preferential treatment of "purchase tax subsidy" compared with replacement subsidy.

Ma Yue:

As for the corresponding subsidy policy generated by automobile upgrading, because of its overlapping applicability, it can meet some consumers who already have the demand for car purchase and meet the subsidy requirements. But for those "wait and see" consumers, the influence of replacement subsidies is limited. It is unlikely that there will be a "qualitative" improvement in the demand for new cars.

In the horse-drawn carriage market, the essence of new car demand should actually start with product strength. Only by solving the problems of serious product homogeneity and consumers' failure to create new demand for car purchase can China's automobile market be significantly boosted. However, for consumers who have their own car needs and have found their favorite models, the replacement subsidy is also a good thing, at least it can bring extra sense of gain. Whether it is a big "surprise" or "talking is better than nothing", different consumers naturally have different understandings and moods.

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