AutoBeta(AutoBeta.net)06/05 Report--

On June 5, Tmall launched 100 50% off cars, including SAIC Volkswagen, SAIC GM Buick, Dongfeng Nissan, BYD and SAIC Mingjue. Specifically speaking, the manufacturer guidance price of SAIC Volkswagen Lavida pure electric version is 148,900 yuan, only 82,000 yuan after 50% discount; Buick micro-blue interconnection fashion pure electric car manufacturer guidance price 203,800 yuan, 50% discount price is only 112,000 yuan; BYD brand-new Qin comfort manufacturer guidance price 64,900 yuan, 50% discount price 32,000 yuan; Dongfeng Nissan Xuanyi pure electric version manufacturer guidance price is 243,000 yuan, 50% discount price 122,000 yuan.

Due to the epidemic situation, the domestic automobile industry was forced to press the pause button, consumers 'plans to buy cars were shelved, the sales volume of automobile enterprises fell again and again, and the e-commerce platform also became one of the important ways for automobile enterprises to "fight back blood". In order to win over the market, e-commerce platforms similar to Tmall and Chianduo launched a 50% discount car sales campaign, which is a marketing tool used by automobile enterprises to recover sales after the epidemic, attracting traffic and popularity through subsidies.

Last month, Chianduo launched a "large-amount direct compensation" car purchase activity, all of which were SAIC models, among which Cadillac XT5, Volkswagen Touang and Volkswagen Tiguan were sold at 5.5% off. This activity is led by Shanghai City Government, with more subsidies and terminal discounts for brand dealers. Vehicles are provided by official authorized dealers of SAIC brands. The background of the implementation of the above activities is that SAIC Group's sales volume fluctuates greatly. While the sales volume of many automobile enterprises increases year-on-year, SAIC Group still continues to decline.

Then the same problem is reflected from this Tmall half-price car purchase activity. In terms of vehicle models, the Tmall campaign includes three SAIC models (SAIC Volkswagen, SAIC GM Buick and SAIC MG), a Japanese model and an autonomous model.

According to the latest sales figures, sales of SAIC Volkswagen fell 14.93 per cent to 131,000 units in May, SAIC GM sales fell 361 per cent to 136,200 units, SAIC passenger cars fell 5.00 per cent to 52,300 units, BYD sales fell 6.19 per cent to 31,800 units and Dongfeng Nissan increased 6.8 per cent to 97,700 units.

It is not difficult to see that both SAIC and BYD's sales in May showed a decline. Although Dongfeng Nissan increased by 6.8%, it also increased at a relatively low level. Therefore, Tmall half-price car sales activities are also linked to sales, mainly to promote sales growth.

In a sense, it is very rare for manufacturers to vigorously promote substantial price reduction and 50% discount sales of new cars in the market. One is to disrupt the price level originally maintained by dealers, and the other is to cause serious blow to brand image. In the current context, it is understandable that automakers do this for sales and marketing.

For this Tmall half-price car sale is still very attractive, Xuanyi and Lavida are relatively popular models at present, BYD Qin and SAIC Mingjue are also good models in their own brands, consumers still can not escape the true fragrance law. However, some netizens said, Tmall 618 only online 100 50% off cars, can grab count as I lose!

Welcome to subscribe to the WeChat public account "Automotive Industry Focus" to get the first-hand insider information on the automotive industry and talk about things in the automotive circle. Welcome to break the news! WeChat ID autoWechat