In mid-January, the State Council executive meeting reviewed and in principle adopted the automobile industry restructuring and revitalization plan. According to the plan for the revitalization of the automobile industry, apart from the period from January 20 to December 31 this year, the vehicle purchase tax will be reduced by 5% for passenger vehicles with a displacement of 1.6 liters and below, and the country will also resume this year from March 1 this year. From December 31 to December 31, a one-time financial subsidy will be provided for a $5 billion arrangement for farmers scrapping three-wheeled vehicles and low-speed trucks for light-duty trucks and for purchases of micro-buses with a displacement of less than 1.3 liters.
It is reported that the competent authority is currently discussing specific details of the subsidy, which is scheduled to be officially launched in March. Prior to this, enterprises such as Foton Motors and JAC Motors that had produced light trucks had submitted relevant plans to the competent national authorities.
As a result, after the "home appliances to the countryside", the "car to the countryside" was formally proposed. While the entire vehicle companies are taking into account the stifling of the primary market, they will inevitably begin to look into the countryside.
Rural market spending power can not be underestimated
According to relevant data, in the domestic market, sales of light trucks with a carrying capacity of less than 5 tons in 2008 were approximately 1.18 million and micro-subsidiaries were approximately 1.06 million. According to related calculations, about half of them are purchased by peasant users including suburbs of the city. In other words, more than 1.1 million light-duty trucks and minibuses were bought by farmers in 2008.
Although the growth of the domestic automobile market has clearly entered the downward channel, even with the most conservative and most cautious forecasts, the 2009 young-type trucks and micro-markets will still maintain the scale of 2008. This means that in 2009, there will still be at least 1.1 million farmers buying car buyers for light trucks and minibuses.
Accessories are mainly low-end products
Once the “Car to the Countryside†rule is introduced, it will greatly expand the number of vehicles in rural markets. Different from the first-tier cities in the high-end cars, the promotion to the rural market, the main vehicles will be mini-cars, pickups, light trucks, low-end SUV, etc., "and demand for high-end luxury cars is relatively small" Coleford responsible for market channels According to the manager of the horse, “The high-quality and high-grade positioning of Kerfio's accessory products has no big advantage in the rural marketâ€. The author believes that the car to the countryside will inevitably drive a large number of accessories to the countryside, and the types of accessories will be more complete. The low-to-medium-priced accessories will gradually expand its coverage in the rural automobile market. Strong auto parts manufacturers and distributors can try to promote the middle and low-end accessories of the corresponding models in the rural market.
Aftermarket will become the focus of rural products sales
Different from the large-scale auto parts city and auto chain stores in the primary market, the auto parts sales model in the rural market will mainly be small retail investors, and large centralized sales groups will be difficult to form; the customer-oriented group will be mainly concentrated in small repair factories and fast repairs. Stores and general car owners. Therefore, after-sales market will be the focus of auto parts companies. Increasing the promotion of repair shop products will be an important way for auto parts companies to promote their products.
The “automobiles going to the countryside†rule has yet to be introduced. It is undeniable that “automobiles going to the countryside†will be an important stage in the development of China’s auto industry. From urban sprawl to rural areas, it will not only expand domestic vehicle ownership, but also promote rural consumption structure. An important measure of changing consumer attitudes. However, we must pay attention to the fact that at the present stage, the motivation for consumption of cars in rural areas is not yet mature, and besides purchasing for production needs, there is a relative lack of other purchasing power. And the size of government subsidies and the completeness of supporting facilities are all factors that restrict “cars going to the countrysideâ€. The subsequent sales of parts and components are also bound to be affected. This "cup" is not a good point. In addition to the above-mentioned aspects, spare parts companies can increase their investment. They should also do a good job of market research to understand farmers' spending habits and spending power, and actively adjust their marketing strategies. . Do not become uncooked rice in the "car to the countryside", which is neither good nor healthy.
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