Half performance luxury car brand inventory: a few tears of happiness
Half a year has passed, this point in time, each car prices in the first half sales results become hot spot of concern. The first half of the domestic auto market growth is still slowing, data from China Association of Automobile Manufacturers show that from January to June this year, China's auto sales were completed 12,095,000 and 11,850,300, respectively, an increase of 2.6% and 1.4%, respectively, but the cumulative monthly growth continued to fall.
And the overall situation of the domestic automobile market corresponds to the luxury car market also will be cooling. The top three in the Ashkenazi tradition, Audi, BMW only rose slightly compared to the same period last year, but sales have consecutive monthly decline. But the field is not a luxury car Aihong, sales volume 165,321 Mercedes-Benz in the first half, up 21.6 per cent to enhance, behind Audi, BMW, luxury brand sales ranked third; Porsche and Infiniti also showed an upward trend in the first half, respectively promotion 48.4% and 35.6%.
Overall, the first half of the luxury segment can be said that a few happy tears.
Ashkenazi top three seating or rearranged
From the first half sales rankings, the top ten luxury brands were Audi, BMW, Mercedes, Jaguar Land Rover, Cadillac, Volvo, Lexus, Porsche, Infiniti and DS. Among the top three German Audi, BMW and Mercedes-Benz sold a total of up to 655,200 in China, in the top ten luxury brands in the share accounted for about three-quarters of absolute dominance.
Of course, while Audi, BMW, Mercedes-Benz is the "Ashkenazi with the door" in sales in this matter is to be under a higher. As the luxury brand Audi camp leader, in the first half of this year sales in China to achieve 273,853, up slightly by 1.9 percent, an increase has slowed down significantly. BMW performance in the Chinese market is not optimistic about the first half of BMW's worldwide rose to 7.8%, but only 2.5% in the Chinese market, and Audi, as from the beginning of May, which also appeared in monthly sales fell in trend. All along, the luxury car in China's auto market has maintained a high growth rate, there are media reports that the average annual increase of up to 20%, especially higher Ashkenazi three strong growth. But starting this year, with the overall slowdown in the auto market growth, the luxury car brand sales continued to trend higher also halted. Chinese statistics by the Federation, 2015, five months luxury car market has grown less than 4%, of which the most obvious is the deceleration occupy more than Qicheng share of the luxury car Ashkenazi three.
But on the other hand, with Audi, BMW different, Mercedes-Benz sales in China still maintain a high rise. Its first-half sales volume 165,321, representing 23% upgrade. Industry insiders believe that its channel adjustment, and the new B-Class, the new CLS, C-class sports car market version of such a great relationship. More predicted that, if the Mercedes-Benz maintain the existing growth rate in the second half of this year, Audi, BMW, Mercedes-Benz sorting or will change.
However, it is worth noting that in the second half of the Audi brand has a variety of products coming to market, including the new generation Q7, Audi A6L A3e-tron as well as domestic hybrid version and so on, many of them sought after by consumers models. In addition, BMW plans this year to three cars made in China, is also the only BMW 2-based sport wagon market, there are two new vehicles in the second half we will meet with consumers. In view of this, in 2015 the top three luxury car seating rearrangement is still left a lot of suspense.
Second-tier luxury brand polarization
For now, the first-line luxury brands occupy the top three Ashkenazi internal adjustment may only seating, but in the second-tier luxury brand camp with Jaguar Land Rover, Cadillac, Volvo constitution, polarization serious.
Data show, Cadillac, Porsche, Infiniti brand in the first half sales rose 14.0%, respectively, 48.4%, 35.6%, and Lexus have different degrees of decline, can be said to be mixed. It is particularly worth mentioning is ranked No. 10 in the DS, although the ranking is not dominant, but rose 70.7% to $ 16,693, to become the fastest growing luxury brand. Porsche sales in China in the first half of 29355, an increase of 48.4 percent, accounting for a quarter of global sales, making China become the world's largest single market.
Analysts believe that, in addition to the Porsche sales in the same period last year due to sharp decline has resumed growth, boost Cadillac, Infiniti and DS sales mainly due to selling models made, and personalized market positioning and constantly adjust marketing strategies according.
Although the second-tier brands were mixed, but overall sales performance is acceptable, but it must be noted, with the corresponding sales call terminal prices also fell. In the first half of this year, the luxury car brand, especially second-tier luxury brand terminal prices have seen a sharp dropping. Beijing, for example, Chi Yu 2015 Volvo S60L models straight down 85,000, the price of 255,900 yuan, a decline of almost 25 percent, the Lexus ES 2014 Elite models priced at 310,000 yuan, a drop of 14%. In addition, Shanghai GM in May's official drop is also involved in a variety of models of the Cadillac brand.
Some second-tier brands cut prices to boost sales in the first half, although the practice has played a role, but most brands are still with the diversification of domestic new car sales improved in the second half as the increasingly fierce competition, the second-tier luxury brand sales still ranks will change.
Down inventory, the luxury brand is no exception
Whether it is for first- or second-tier luxury brand, overall growth in the Chinese automobile market slowdown environment, the only goal is to continuously improve sales. In the low-growth era, luxury models to boost sales and lead to substantial price cuts, so that the luxury car market is facing a huge price pressure, while increasing high dealer inventories, prices had to take the form of selling cars upside down, which has been repeatedly squeezed profit margins pressure, flow of capital difficulties, survival increasingly difficult.
The display for the luxury market research report, the first half of China's imports of car industry inventories high, and the addition of high-end imported cars luxury cars. Therefore, the luxury brand car prices, the second half to reduce dealer inventories are also important tasks. According to the analysis, with the adjustment of inventories is expected in the second half Chinese luxury car dealer viability will be restored to a normal level, but to reproduce the high-profit status in the past, but also car companies and dealers to enhance market development.
In short, no matter how successful the first half of this year, the major luxury brands have to hand over the answer sheet, in the increasingly fierce competition, as the market changes, and constantly improve the marketing system, step up the layout of the product market, seize the opportunity to launch to meet consumer by demand, will affect various luxury brands market performance throughout the year.
