On February 20, the Guangdong Provincial People's Government issued a notice on "Several Policies and Measures to Further Stabilize and Promote Employment in Guangdong Province". The text mentioned: Promote qualified prefectures and cities to introduce subsidies for the scrapping and renewal of old cars. Policies to encourage Guangzhou and Shenzhen to further relax car lottery and bidding indicators. As the epidemic continues, this means that the government will step in to rescue the market.
Not long ago, Foshan City issued the document "Foshan City's Several Measures to Promote Consumption Upgrading in the Automobile Market (Trial)" and will be implemented on March 1st and will be valid for one year. These measures are also In order to encourage consumers to buy cars, Foshan City has fired the first shot, and it is the most direct "money". Buying a car can enjoy a cash subsidy of 2,000-5,000 yuan.
China’s auto market has entered a downward trend since July 2018, which has lasted for 19 months. In 2019, full-year sales were 25.769 million vehicles, a year-on-year decrease of 8.2%. 2020 is considered a recovery period by the industry, and sales can remain at around 25 million vehicles, which is the same as last year or a slight decline. However, a "black swan" of COVID-19 has put the industry in trouble, and a sharp decline in overall market sales in the first quarter is almost certain. , the industry can only hope that the auto market will open lower and move higher. Optimists believe that this social-wide epidemic prevention and control will have a positive and negative impact on automobile consumption behavior, which may have an upward effect on private car consumption.
Cars are bulk consumer goods, consumption can be postponed, and demand will not disappear. As long as the policies are appropriate, the market will have a favorable situation of "low at first and then high". It is worth noting that on the same day that Guangdong Province issued the notice, Wang Bin, deputy director of the Market Operation Department of the Ministry of Commerce, said at an online press conference that in order to reduce the impact of the epidemic on automobile consumption, the Ministry of Commerce will thoroughly implement In line with the important decisions and arrangements of the central government on "actively stabilizing traditional bulk consumption such as automobiles" and the spirit of the "Opinions of the General Office of the State Council on Accelerating the Development of Circulation and Promoting Commercial Consumption", we will work with relevant departments to study and introduce policies and measures to further stabilize automobile consumption. At the same time, various localities are encouraged to introduce measures to promote the consumption of new energy vehicles, increase the purchase limit of traditional vehicles, and carry out trade-in of old vehicles according to local conditions according to changes in the situation to promote automobile consumption.
It can be seen that Guangdong Province has taken the lead in "government rescue". Guangzhou and Shenzhen are the two "granaries" of car companies in South China. They have huge car consumption power. However, after the purchase restrictions, Guangzhou and Shenzhen have The number of license plates has been suppressed to a certain extent. Last year, Guangzhou and Shenzhen announced almost at the same time that they would increase the number of car license plates, with Guangzhou adding 100,000 and Shenzhen adding 40,000. However, in front of consumers, these increases are far from enough. ".
Data show that the winning rate of ordinary cars in Guangzhou last year was 0.58%, and the winning rate of energy-saving cars was 6.5%. The average individual bidding price fluctuated between 15,000 and 56,000 yuan. The winning rate in Shenzhen was only It was 0.24%, and the average bidding price was close to 70,000 yuan. Therefore, it is worth looking forward to the intensity of this "further relaxation".
At present, car sales outlets are opening their doors and consumers’ purchasing behavior is slow to recover, and car sales will be affected to a certain extent in the short term. However, China's automobile market has great room for development and potential, and automobile consumer demand is still strong, especially for rigid needs and trade-in purchases. The emergence of the new coronavirus epidemic has had a certain impact on the development of the industry's economy and corporate production and operations in the short term, but it will not change the long-term development trend of the domestic auto market.
The Ministry of Commerce stated that Guangdong Province took the lead in rescuing the market, which will undoubtedly give the entire automobile industry a firm confidence. After the epidemic is over, with the support of relevant government policies, automobile consumer demand may even usher in a new wave of growth. A retaliatory rebound.
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This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.