The shortage of chips caused a big outbreak in the National Day auto market, and dealers said "this year is the best year"

　　"Eleven Golden Week orders reached 11,937 vehicles, a year-on-year increase of 101.7%, which exceeded our expectations." Just after the National Day holiday, JET Motors released its report card.

A reporter from China Business News learned from a number of brands that due to the impact of the epidemic, the number of visitors to the store increased during the National Day this year, while the shortage of chips aggravated consumers’ sense of urgency, and the transaction rate also further increased.

　　"During the National Day this year, Lynk&Co's Shanghai and Jiangsu orders reached about 1,100, which is close to half of the order in September." An insider in the Lynk & Co region told reporters.

"Compared with previous years, the biggest feature of this year's National Day auto market is the increase in the signing rate. In previous years, the signing rate at the store was about 30%, and this year it reached 50%." A BYD 4S store's marketing department person told China Business News reporter.

　　"The biggest reason is that fewer people are restricted by the epidemic. In addition, there is a shortage of chips. Users also want to pick up cars as soon as possible, so consumer decision-making has accelerated." The above-mentioned person in the Lynk & Co region believes.

Bitauto big data shows that compared with last year, during the National Day this year, inter-city travel decreased by 40%, and inter-provincial travel decreased by 34%. 43% of users chose to take a good rest at home during the National Day holiday.

In this context, the National Day has ushered in a recovery in the auto market, and the number of Bitauto users, willingness to retain funds online, the number of retained funds, and the proportion of WeChat consultations have all increased significantly.

Among them, the active users of Bitauto increased by 6% compared with before the National Day, the new users increased by 28%, and the inquiry rate increased by 33%.

　　"There is sweetness and burden." Li Xueyong, deputy general manager of JETOUR and general manager of marketing center, analyzed to reporters that during the National Day this year, the auto show activities of various localities and brand manufacturers are more abundant, which also promotes market consumption.

For Jietu Motors, thanks to the rapid growth of the SUV market in recent years, the Jietu brand has been further improved after several years of channel and brand development, and the recognition of users has also been further improved. The above reasons have caused the brand to participate in the "11th "The outbreak of Golden Week.

"But the most critical problem now is that the vehicle cannot be delivered. The delivery cycle generally takes 1-2 months." According to the reporter's understanding, the current pick-up time for joint venture, independent and luxury car brands is different, but the average pick-up cycle Both are somewhat longer than before.

The employees of the aforementioned BYD 4S store revealed that the current delivery cycle of all BYD models is more than 3 months, and some models reach 4-5 months.

　　Li Xueyong said that for a new brand, the high growth of SUVs was originally a big plus for Jietu, but the lack of cores also made the company feel the pressure.

"After all, for a new brand, potential energy is very important." He said that from this year's situation, with the changes in the entire consumer environment, the differentiation of the market has further accelerated, with the strong becoming stronger, and the weak being eliminated. The speed is also accelerating.

　　According to data from the China Automobile Dealers Association, affected by the shortage of chips, the market share of each faction brand in the Chinese market changed significantly in the first August of this year.

From January to August, the market share of Japanese brands fell to 21.8%, compared with 23.8% in the same period last year.

In contrast, self-owned brands have shown an upward trend, with their market share increasing to 42.8% from January to August.

　　Can independent brands turn crises into opportunities and make breakthroughs in the current complex background?

Some independent brands rush to launch new products before the "Eleventh" Golden Week to seize the market.

Chery Xingtu launched two SUV models Xingtu Zhuifeng and Xingtu Lanyue 400T on September 27 and September 30.

"The arrival of new cars in the store has also increased the market's attention to the Xingtu brand." Ye Lei said that although the Xingtu brand is also facing the problem of chip shortages, Chery fully supports Xingtu in terms of chips. In the market, the above two new cars have also introduced a series of preferential policies.

For example, Xingtuzhufeng launched the car purchase rights of "car purchase, car guarantee", and for new cars, it also introduced the "four frees" for new cars with free lifetime warranty for engine and transmission core parts, free road rescue for life, free basic maintenance for life, and free life for basic traffic. service".

In addition to launching the above-mentioned "four exemption services", Lanyue 400T also launched a number of benefits such as the highest financial discount of 10,000 yuan (overlapping replacement), replacement of up to 10,000 yuan, and free 2-year 20% discount repurchase for the top 1,000. Under the background of the general callback of the auto market, Starway hopes to gain more consumer recognition in this way.

According to Ye Lei, executive deputy general manager of Star Road Marketing Center, during the National Day, the number of orders for the brand exceeded 10,000 vehicles, doubling year-on-year.

　　The shortage of chips makes OEMs feel the pressure, but many dealers told reporters that "this year is the best year."

"Discount shrinking bicycle losses will not be so large, and the total inventory and structure have been optimized." The person in charge of a self-owned brand 4S store told reporters.

The person in charge of the marketing department of another independent brand told reporters that in the second half of this year, the inventory of vehicles in the store has been maintained at more than 10 or even a few. The pressure on funds and sales has been greatly eased, and there can be more Focus on after-sales and maintenance of old customers.

However, the person in charge of the newly opened store told reporters that because "no car can be bought" also did not maintain the after-sales income brought by users, he felt a lot of pressure.

　　According to the latest "Vehicle Inventory Alert Index Survey" issued by the China Automobile Dealers Association, the vehicle inventory alert index for September 2021 was 50.9%, a year-on-year decrease of 3.1 percentage points. A decrease of 0.8 percentage points.

The association said that if the market's shortage of vehicle supply eases, sales in October are expected to increase compared with September.

At present, the peak of the automotive chip gap has passed, and the supply of chips will slowly increase in the future, but it will take 3-5 months to pass to the automotive terminal sales.

　　Author: Yang Haiyan