Every year, the Chinese auto market has a lot of "first year". The most recent and most influential situation in 2015 is the opening of the parallel imported car test, which is called "the first year of parallel imported cars." Along with this, it is foreseeable that the price war between the medium-sized car and the parallel imported car, the rapid layout of the national sales outlets of parallel imported cars and the escalation of the competition for the sales channels of imported cars, the imported cars will usher in the Chinese market for many years. The greatest degree of policy adjustment. Whoever takes the lead, who will be able to stand firm at the critical moment of the new round of import vehicle policy adjustment. The purely imported Citroen C4 Aircross has been incorporated into Dongfeng Citroen (microblogging) sales channel sales, and is also seen as the fastest response to this channel dispute.
On January 7, the official website of the Shanghai Municipal Commission of Commerce issued the "Notice on the Pilot Project of Parallel Imported Cars in the China (Shanghai) Pilot Free Trade Zone", officially launching a pilot project for parallel imports in the Shanghai Free Trade Zone. This means that, except for the general distributor, other importers import directly from the origin of the product, and their import channels are “parallel†with the domestic authorized distribution channels. The general distribution model has been broken, the imported car market has ushered in a competitive mechanism, and parallel importers generally order directly from overseas auto dealers and import them into China through small-volume certification. Therefore, the price of parallel imported cars is lower than that of traditional imported cars. price. According to current estimates, the price cuts may be between 15% and 30%. This shock is undoubtedly worse for the difficult operating environment of imported car dealers in 2014.
In 2014, the contradiction between manufacturers and distributors was in a state of mass outbreak. BMW dealers have jointly asked the automakers to ask for additional rebates of 6 billion yuan to make up for the continued loss of operating conditions. The pilot of the parallel car import policy has been liberalized, and the price competition has been upgraded again. Especially for imported models represented by luxury cars such as BMW, Mercedes-Benz, Land Rover and Audi, the operating pressure of domestic 4S stores will be even more severe. Therefore, while dealers of major groups have registered in the Shanghai Free Trade Zone with parallel import vehicle distribution rights, small and medium-sized import car dealers across the country are facing the danger of big fish swallowing small fish. How to solve this crisis will be the key to the upgrade of imported car channels in 2015.
Aside from luxury cars such as ABB, there are a number of relatively small imported cars in the domestic market, such as Renault, Jeep, Toyota, Citroen, etc. They are inferior to mainstream imported cars in terms of price and sales volume. Once parallel imported cars reach scale effect, impact The magnitude will be even greater. So how to solve this problem?
At present, China's imported car brand dealer channel model is roughly two types, one is integrated with the brand's joint venture sales channels in China, such as Mercedes-Benz, BMW, Audi, Toyota, etc.; the other is solely owned by the original company. Management, such as importing the public, importing Mitsubishi. At present, the former is still more suitable for the national conditions, and with the liberalization of the parallel import vehicle policy, the profit margin of the sole proprietorship model will be further compressed. Therefore, the former is still a good strategy for parallel car imports.
On the third day of the Shanghai Free Trade Zone parallel import vehicle pilot notice, on January 9, Dongfeng Citroen imported car business launch ceremony was held in Beijing, as the exclusive import distributor of Citroen brand passenger cars in China, Dongfeng Citroen's 149 dealers nationwide took the lead in obtaining the authorization to sell the brand's imported cars. This is also seen as the first imported car brand to respond after the pilot of the parallel imported car. This means that the C4 Aircross will be fully sold in the Dongfeng Citroen dealer channel, and then other models will be introduced simultaneously to the Dongfeng Citroen sales channel.
Regardless of how this pattern changes, one thing is certain, that is, for the common people, as the price drops, the distance from the imported car is one step closer. From the C4 Aircross in the 200,000-segment range to the luxury brands such as Mercedes-Benz and BMW of 400,000 and above, the Chinese imported car market will inevitably usher in a substantial increase in sales, and we will see more imported models will be included. Sales channels of domestic joint venture car companies. And with the upcoming "Automobile Brand Sales Management Implementation Measures", the hypermarket-style distribution model may also have a chance to restart, and the competition for imported car sales channels will once again usher in an upgraded version, and consumers who want to start importing cars 2015 is a good time to start.
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