The daily output of the Organization of Petroleum Exporting Countries, Chrysler employees, Dutch flower exports, Sotheby's auction guarantee ... Last year, coastal small and medium-sized enterprises were still underemployed, and this year, 3 million migrant workers in Chongqing have returned home-in addition to those imaginary indicators, the financial crisis has shown a more terrible side in these details.
CCTV-2 has two special programs called "Wall Street Storm" every day. Judging from this topic, the crisis seems to have nothing to do with us.
If we only look at the auto market, Toyota's global sales in the third quarter showed negative growth for the first time since 1998, and the sales of some 4S stores in Chengdu fell by more than 50% in September. Even the international auto show and the West Expo, which are held in succession, have very limited pull on actual sales.
Compared with the stock market and the property market, the auto market seems to be less concerned. The central bank injected capital, the Ministry of Finance reduced taxes, and the CSRC improved trading rules to promote the entry of funds into the market, but the index still held its head high; In order to save the property market, the local government announced the use of local finance to buy unsalable commercial housing.
People who are confused about this have probably overlooked one point: the reason why the stock market and the property market need outside help to save themselves is because they are investment markets and even places for speculation. The root of the crisis is the bursting of the bubble of these investment or speculative assets, but it is inevitable that innocent people will be injured by accident when squeezing the bubble. The purpose of "saving the market" is to avoid this kind of accidental injury as much as possible. The car market is different. Cars have no investment value, so there will be no bubble due to investment or speculation. Under normal circumstances, cars are regarded as consumer goods, and they should be the most vulnerable when everyone is frugally preparing for the winter. At the same time, cars are the means of production, the tool to create wealth, and the necessity to completely change the living conditions.
Therefore, we have not seen the government rescue the market, nor have we seen the car manufacturers cut prices at all costs to promote sales. What I see is that car dealers are busy reducing sales costs while trying to expand the after-sales scale.
Blowing away dead leaves, the trunk stood up.
The autumn wind sweeps away the fallen leaves, and the snow will bring good harvest-these two sentences are most appropriate to describe the impact of the crisis on the automobile market.
When the cold wind of the financial crisis blows, those brands, products and distributors that lack core competitiveness and are already on the edge of the market will be swept away like dead leaves that have lost their attachment. In the past, Chengdu auto market was described as hot, and people would say that "four wheels can be sold here", but it is inevitable that the market will return to rationality from fanaticism, but the financial crisis brought this return in advance. At this time, it is powerless to compete for the market by concept and pure marketing. The first to be eliminated are those who have nothing but four wheels.
This applies to all market segments: Fox's single-store sales dropped from about 65,438+080 vehicles per month to about 65,438+040 vehicles, which affected profits, but never endangered its survival. However, some competitors at the same level have already faced the embarrassment of delisting; Camry, Meng
Dio--Zhisheng and Magotan, the benchmarks of mid-to-high-end cars, have declined in absolute sales, but their respective market share has not declined, while those like Teana have never rushed into the mainstream and may be completely marginalized.
The owner of a 4S store said in an interview: "The cold market is a bad thing, but it is not absolute. Because money is not easy to make, and it may still be a loss, some problems that have not been exposed before, or have not been exposed in time, just take this opportunity to solve them. This is true from dealers to manufacturers to the whole industry. When I met with employees, I said that this is called' Xue Ruizhao's bumper year', and manufacturers who have survived this winter will usher in a healthier market. "
Rigid demand supports the hope of the automobile market.
Undoubtedly, private cars and housing have rigid demand. The rigid demand for housing is restrained by the high housing price-when most people regard buying a house as a "dream", this rigid demand cannot be transformed into realistic consumption power. At this point, the car 20 years ago is the best example. Now the price of private cars is very reasonable-39,800 yuan can buy a standard car. This rigid demand without price barriers will not be suppressed for a long time, and the current light sales in the auto market are temporary. In other words, the auto market will recover much faster than other markets.
The reporter learned in the interview that consumers with a strong wait-and-see mood often buy cars for the second time. "They will drive for a while and then change trains when the situation improves" is their mentality. Most first-time car buyers will postpone buying a car for a month or two, or reduce part of their budget, but the decision to buy a car has not changed.
The automobile market also has a unique "rigid demand": after-sales service. The number of private cars in Chengdu ranks among the top three in China. The huge number of private cars supports the after-sales output value of dealers and makes up for the impact of the decline in sales on business. Because of this, those dealers who always attach importance to after-sales service management will be much calmer in the face of crisis, while those dealers who are used to playing tricks will soon get into trouble, and some even go to the brink of bankruptcy.
Looking at the financial crisis from another angle makes people return.
When Wall Street collapsed and the brief panic gradually passed after the financial crisis broke out, people found that a financial crisis actually helped us find a lot of long-lost happiness.
After work, I have less social intercourse, and I find that I can laugh so happily lying on the sofa watching TV with my family. Going to the supermarket to buy things on weekends, I found that the queue in front of the cashier was much shorter than usual; Whether intentionally or unintentionally, I began to save money, but the figures on the payroll remained the same; Falling house prices make lovestruck couples have their own homes ahead of time ... Oh, there are hundreds of thousands of private car owners in Chengdu, looking at the crude oil futures that have fallen by 50%, and looking forward to the good times when oil prices returned to 150 yuan two years ago. Let's look forward to spring blossoms happily in this warm winter.