The automobile market is grim in the second half of the year: It's better to go with the light

When you are under pressure, you jump from a high office building and disappear from it. Or do you give up your naive fantasy, down-to-earth, and light-hearted?

Maybe everyone can help him make rational choices when he or she faces such a dilemma. But in fact, when a person is truly immersed in such a confusion, how many people can afford it? Have to be?

Now, China’s auto market in the second half of the year is really moving into a dead-end alley. The pressure is too great. The production and marketing targets set at the beginning of the year are too high. The dealers are going to lose their lives and they will not be able to hold on. The retreat faces are there. Can the industry despise their former rhetoric? Is it alone under pressure to death or car manufacturers and consumers together? Or release pressure to become a happy car company? In the second half of the auto market inflection point of inflection, Whether it is to surrender or surrender, it takes great courage.

As the domestic automobile market continued to decline in production and sales for the fourth consecutive month, BYD Automobile took the lead in declaring a reduction in production capacity and adjusted its 2010 production and sales target from 800,000 units to 600,000 units. According to a BYD Auto Sales Company source, the adjustment is based on the company’s current The reason for the production capacity is also an important measure to implement the company's "brand year" as an overall strategy. It will focus on brand building and lay a solid foundation for the next year and beyond.

BYD’s uproar in the domestic auto market has caused an uproar of 200,000 cars, which is worth a year's sales of a medium-sized car company. BYD’s concession also allows the industry to discuss whether it is necessary to reduce the annual plan.

In fact, the rush phase of the auto market last year is almost gone. The auto market in the second half of the year will be a more stagnant state. At this time, making wise and timely decisions is particularly important.

In the first half of this year's auto companies, half of the academic transcripts failed. Especially for self-owned brands, more than 60% of automakers failed to complete the planned production and sales schedule on time. Among them, Chery sold 310,000 units in the first half of the year, only Completed 45% of the annual target; BYD sold 289,000 units in the first half of the year and completed only 36.13% of the annual target; JAC's passenger vehicles sold 105,000 units in the first half of the year, completing 35% of the annual target. , Haima Motors, SAIC Passenger Vehicles, Great Wall Motors, Dongfeng Passenger Cars and other major brands sold in the first half failed to meet the standard.

In fact, when some auto companies, especially self-owned brands, formulated their production and sales policies in 2010, their goal was somewhat overoptimistic. In particular, from March 2010, the auto market began to decline in April and now it is in the third quarter. The situation is also not optimistic. At this time, careful adjustment of the production and sales target strategy for the second half of the year is in line with the current market economic environment.

For the reversal of the auto market this year, dealers will generally be blamed on the manufacturers' overestimation of the auto market at the end of last year. Faced with this current market environment, reducing production capacity and reducing sales targets have become the voice of many dealers. Consumers will wait and see. Emotions are also increasing. Dealer boycotts have also intensified. If manufacturers do not make adjustments when they are unwell again, they will only use the market situation at the beginning of the year to arrange tasks for dealers. The final result may not be good.

Car manufacturers that have experienced the changes in the auto market for more than a decade have actually counted themselves. They know that the imbalance between supply and demand will cause the market to crash. They also understand that the high inventory is harmful to themselves, and its realization in the industry understands that some companies that have launched satellites at the beginning of the year will come It is said that if the goal is not achieved, it will be sooner or later. If so, why not go ahead and reduce the sales target and go light on the market? In the second half of the year, if the auto market is unclear, it is rational to cut production and even adjust production and sales targets.

BYD first stood up to admit that he was optimistic about the market at the beginning of the year and had his own difficulties. In any case, courage was achievable. It was like a teacher admitting that he made a mistake in front of a student, or a media outlet in his newspaper. Like the rectification statement, its guiding significance to reality is greater than its actions. Believe that BYD's market-moving action of lowering the target will not be an end; believe that in the second half of the auto market is not very clear, there will be other brands to put aside the correction. The big and empty error in setting targets at the beginning of the year will finally help the tide in difficult times when the auto market is in trouble!