For the entire Chinese auto market, this July is particularly frustrating.
Recently, the data released by the China Association of Automobile Manufacturers (hereinafter referred to as "China Automobile Association") showed that in July this year, passenger cars sold a total of 1,357,900 units, down 13.18% from the previous month. Although the German and American brands sold without exception, the chain ratio showed a certain decline, but the sales figures and declines of Japanese cars were particularly dazzling. In July, Honda’s sales in China fell more than 20% year-on-year, only With a sales volume of 39,500, Toyota has been declining for two consecutive months. Nissan’s positive growth momentum has also been stopped (except for special mention, the data of the brand in the text are the total of their joint ventures and import sales). It is also known that while the overall inventory pressure of the auto industry has eased in July, the inventory of Japanese car manufacturers has increased by nearly 9 days.
Some industry insiders lament that the crisis of Japanese cars will reappear, and the sales targets of Toyota, Honda and Nissan's three Japanese car giants in China are difficult to achieve.
Big three sales plummeted Since June this year, Toyota has stopped its nine-month growth in China for the first time in a row, down 7.6% year-on-year. In fact, since February this year, Toyota’s sales growth in China has continued to decrease. In May, Toyota’s sales growth in China was as low as 2.7%, and in June it stopped falling and fell. In July, Toyota's sales in China continued to decline, down 1.1% year-on-year. At present, Toyota's annual sales target is still 1.1 million units, but the data shows that Toyota's cumulative sales in China in the first seven months of this year was 540,000 units, which has not yet achieved half of the annual sales target.
Last month, Nissan’s “Black July†was also the same. Nissan’s sales in China ended the five-month growth year-on-year, with a year-on-year decline of 12.3%. At the same time, domestic sales of Dongfeng Nissan fell 18.6% year-on-year in July, significantly exceeding Nissan's overall sales decline in China. In addition, Nissan's annual sales target for China is 1.43 million units, and its cumulative sales from January to July is 699,900 units, with a completion ratio of slightly less than 50%.
Honda’s road to recovery in China has also been particularly difficult. In July, Honda’s sales in China fell by 22.7% year-on-year to just 39,500 units. Honda's explanation for this is that Odyssey and Platinum Core are waiting for the replacement, so consumers are holding on to the money. However, the two cars accounted for a small share of Honda's sales, while the main models of the Accord, Lingpai and CR-V fell sharply. According to statistics from the China Automobile Association, in July this year, CR-V fell out of the top ten sales of SUV models, and the sales of the ninth generation Accord fell nearly 30%. Honda set a target of 900,000 units sold in China in 2014, but its cumulative sales in the first seven months only achieved 43.7% of the target.
In contrast, thanks to the launch of new cars such as Mazda 3 Angkeira and Mazda 6 Attz in the first half of the year, Mazda’s sales in China achieved a 36.4% year-on-year growth in July this year; Mazda accumulated in China from January to July. Sales reached 114,786 units, and its sales target in China this year was 220,000 units, with a completion ratio of 52.3% in the first seven months.
The Japanese market has been squeezed. Some insiders have questioned that the sales of self-owned brands have been falling for 11 months, and the market share has also shrunk dramatically. Why did the original Japanese cars fail to take the opportunity to seize the share, but they went further and further on the down road.
It is true that the living space of independent brands is constantly being squeezed. However, these market shares, which are forced to “move out†by their own brand brands, have been preempted by other brands. According to statistics released by the China Automobile Association, from January to July this year, the market share of Japanese brands in China’s passenger vehicles rose from 15.1% in the same period last year to 15.3%, an increase of only 0.2 percentage points – in contrast, The market share of the German brand increased from 19.6% to 21.5%, and the US brand rose from 12.3% to 12.8%, both of which were higher than the Japanese brands.
The German brand has always maintained a strong position in the Chinese auto market, and the performance of the American car represented by Ford in recent years is particularly prominent, especially after the launch of the Ford Maverick, the influence and sales of the Ford brand have increased significantly. Data show that from January to July this year, Ford in China increased by 33.2% year-on-year, and sold a total of 640,031 vehicles, which has exceeded the 2012 annual sales of Ford's 626,616 vehicles in China. Among them, Changan Ford's sales in July increased by 18.9% year-on-year, and the cumulative sales in the first seven months increased by 35.7%.
Product strategy is allegedly wrong Some industry insiders believe that the competition of other brands is one of the reasons for the decline in Japanese car sales, and the problem of Japanese cars itself is a more important factor. “For example, product positioning is wrong, new car introduction is slow, etc. In the compact car market, for example, the current sales volume in China is mainly concentrated in the range of 80,000-120,000 yuan, but the positioning of several mainstream compact models of Japanese cars is high. In this range." A German brand dealer believes that the current product upgrades of Japanese cars still rely mainly on the vertical replacement of models, the development of new models is less, and can not keep up with changes in the Chinese consumer market.
In fact, before the Diaoyu Islands incident, with the decline in the market share in China, Japanese cars have realized their problems in terms of products, so they began to think of ways, including the introduction of new models, localization of talents. Especially since last year, Japanese car companies have introduced new models to the Chinese market. Honda has launched a mid-level car and a small MPV for the Chinese market. Changan Mazda (microblogging) and FAW Mazda (microblogging) have launched their first SUV models CX-5 and CX-7, Toyota. A new generation of Corolla and Ralink will also be introduced to China at the same time.
However, from the current market data, these new models seem to need to redouble their efforts to help Japanese cars regain their positions.
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