The price war broke out and the independent brand “priceless” can drop

The auto market continued to be sluggish, and dealers took measures to grab customers for sales. After the reporter visited the auto market, he learned that the current price war is being staged and many kinds of sales promotions are happening frequently. But on the other hand, self-owned brands that have always been active in the price war have no obvious price cuts this time. The reason for this is that most self-owned brand models have "priceless" drop.

The relevant statistical data of the Asian Games Village Auto Trade Market (hereinafter referred to as “Asia City”) shows that since July, 80% of the models have further increased preferential rates, and 80% of the tight-fitting models have also reduced the price increase. However, only the "exceptional" brand of its own, the discount rate of the model has basically no obvious change from the previous month.

In the first half of this year, the sales volume of self-owned brand models dropped by 60%, but Yan Jinghui, the deputy general manager of the city of Asia, expects that the sales trend will continue in the second half of the year. Yan Jinghui also said that the price drop of the self-owned brand models is now very small, especially in the low-end models, and if further price cuts are equivalent to “chronic suicide”.

“We are all losing money to sell cars, and the car prices can no longer be concessions, but consumers still do not buy it.” A person in charge of the dealership of an independent brand told reporters, “If you go on like this, I am afraid we must close.” An auspicious brand 4S shop saw that few people visited the store. “The price of the car has already been reduced to a minimum, and now it is sent for decoration and maintenance.” A salesman admitted to the reporter. “The market is not in a good condition. We have tried our best to attract customers to buy a car.”

It can be seen that almost all self-owned brand dealers have already made profit promotions, but it is still difficult to drive sales.

However, unlike in previous years, independent brands are now more rational in responding to price wars. In Yan Jinghui's view, improving the technological content and brand value of a product is the key to winning the market in the future.

In fact, some self-owned car companies that have taken the technology route have gradually begun to gain market recognition. SAIC Roewe is becoming the fastest-rising independent brand. There is also the Great Wall Motor, a leader in the domestic SUV model, which is also very popular with consumers. In a Great Wall brand 4S shop, a salesperson stated that many of his clients were listening to a friend's introduction and were attracted by Great Wall Motor’s good reputation.

Regarding the future development of self-owned brands, one expert believes: “The most important thing for self-owned brands is to adjust their attitude and not to excessively pursue sales volume and scale in the short term. Enterprises must be willing to concentrate on the quality of their products so that they can compete in the fierce market. Has a place in it.”