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With the advent of the annual shopping festival, the car market, which is suffering from the market decline, has gradually joined the "carnival" to boost new car sales. As the largest shopping platform in China, the organizing committee of Tmall double 11 recently issued a notice saying that it has launched a subsidy of 10 billion yuan for car purchases.

According to an official statement issued by Tmall, a total of 10 billion yuan will be invested this year, and 200000 hot-selling cars will participate in the Singles' Day subsidy activity, with a maximum subsidy of 80,000 yuan per unit, with a minimum of 24900 yuan from a 50% discount. At the same time, the first phase of the subsidy campaign will include more than 50 mainstream brands, including Audi, Honda and Xiaopeng, covering more than 300 cities, and more than 7000 distributors will participate in the event.

It is understood that from October 21 to November 11, Taobao App users can get subsidies by searching for "Tmall car purchase subsidy" or "New Energy vehicle subsidy" on the platform, and the subsidies for some specified models can also be superimposed with offline offers. After obtaining the car purchase voucher, consumers can go to the 4S store to see the car, choose the car, and then negotiate the price with the 4S store. When consumers and dealers negotiate the final price, they can once again issue Tmall subsidies to enjoy more benefits.

Specifically, in the list of subsidies, more or more concessions are occupied by new energy models, accounting for more than half of the total. And the models with the largest discount and 50% discount are also new energy models, of which 82800 of the models with the largest discount are from Geometry of Geely's high-end brands, as a subsidized new energy model with a price of 1.298-182800 yuan. The discount of more than 80, 000 is already quite sincere. Even the Baojun E100 with the smallest discount can be picked up at 25000, which is indeed attractive.

In contrast, the subsidies for fuel models are relatively small, with the biggest discount coming from the SAIC MAXUS T60, with a superimposed subsidy of 46000 yuan, also due to its mediocre market performance as a pickup truck. In the passenger car sector, the brands with large superimposed discounts are those with insufficient market power, such as Ruihu's 5X discount of 35000, and the Chevrolet brand with declining sales in the joint venture brand.

For example, Volkswagen and other relatively best-selling German brands are relatively small in terms of concessions, with only a few thousand yuan subsidizing outside gift bags. As for luxury brands, Audi's Q3 coupe also participated in the event, but it was more likely to get this discount because of its niche model.

Looking at Tmall's subsidy this year is also very sincere, excluding the possibility of grabbing, it is not difficult to see that the current car market concessions gradually tend to new energy models, perhaps the current new energy vehicles are still in a smaller market share, compared with fuel models, the advantage of new energy is still small, resulting in consumers' choice of new energy models is still small, manufacturers can only increase concessions to stimulate consumers to pay.

At the same time, with the promotion of the state in recent years, new energy subsidies have also increased under reasonable adjustment, which is not difficult to see that the domestic market is invisibly promoting the development of new energy vehicles.

After all, the growth of private consumption of electric passenger vehicles is generally slow, and the law of growth caused by fluctuations in subsidies is obvious. However, the trend of new energy passenger vehicles is relatively complex. Although the new energy market achieved year-on-year growth in September this year, it still belongs to a negative growth trend from January to September, at a relatively low level.

This year, due to the decline in the market and the epidemic, the auto market has experienced a decline and then recovered again, making the major car companies even worse. Stimulated by such a shopping carnival, the new car market is also expected to further narrow the decline this year. Of course, it is not only the Tmall platform that has come up with huge subsidies to attract consumers, including SUNING who also joined the "10 billion plan", hoping to further boost the popularity of the platform, while the new car market will also benefit.

Some industry insiders said that the current Internet channel has become a battlefield for the minds of consumers, automobile enterprises, housing enterprises to participate in double 11, through e-commerce to sell houses, car sales has been a manifestation.

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