Overall market sales performance
According to the semi-annual data from 2011 to 2017, the wholesale end of the first half of 2017 experienced a negative quarter-on-quarter increase, while the year-on-year growth of the retail end began to slow down.
In the second half of 2016, under the influence of the purchase tax halve policy, the post-disaster consumer demand difference in 2015, and the strong supply of autonomous SUVs, the auto market has obviously recovered. The year-on-year and year-on-year growth rates have reached historical peaks, but this early release of market energy has resulted in In the first half of 2017, the year-on-year and year-on-year growth rates of the retail and wholesale end have all reached historically low levels, and retail sales have even lost out.
Segment market sales trends
According to the data, from 2011 to 2017, the share of sedan is gradually declining. In the first half of 2017, compared with the same period of 2011, the sedan share has shrunk by 32.9%, while the SUV has increased by 27.2%, and the MPV has also increased.
The blow-out growth of SUVs in China began around 2015, with the share growing at an average rate of 3.4% per half-year. Although the overall market sales in the first half of 2017 have cooled, the SUV still has a better performance.
Compared with the first half of 2016, the growth rate of passenger cars and MPV fell significantly, but the SUV reversed its market trend. Through the research on the contribution rate, the overall market sales volume was affected more by the sedan year-on-year.
Department sales performance
Consistent with the overall market situation, the sales volume of each series fell sharply, with the Korean Department not only falling the most, but also the most significant share reduction.
Observing the year-on-year situation, due to the acceleration of the launch of new models and the marketing strategy of the SUV market, the Japanese market has risen against the market. The data shows that except for autonomy and Japanese ascension, all the other departments have declined, with the South Korean system falling most. From the perspective of contribution, the overall market growth rate decreased year-on-year, and it was affected by Korean and legal systems.
Manufacturer sales performance
In the first half of 2017, among the top 10 manufacturers of sales, the joint venture accounted for 70%, but except for the year-on-year increase of FAW-Toyota and Dongfeng Nissan, the sales volume of the remaining joint ventures decreased in different degrees. In its own brand, Geely’s growth rate was 76.4% year-on-year thanks to the sales of Bo Yue, New Di Hao sedan, Yuanjing, and Emgrand GS.
Of the self-owned brands, SAIC-GM-Wuling occupied the highest share, followed by Geely and Great Wall Motors; among the joint venture brands, the top three were FAW-Volkswagen, SAIC-Volkswagen and SAIC-GM, but the gap between the three is not large and competition is expected in the second half of the year. Will be more intense.
Among the imported brands, the shares of Mercedes, BMW and Lexus are significantly higher than those of other manufacturers.
Provincial sales performance
In the first half of sales in the first half of 2017, the cumulative sales volume of Guangdong Province and Beijing alone increased year-on-year, while other provinces had year-on-year declines, and Shandong Province saw the largest decline.
The provinces with higher cumulative sales are mainly concentrated in the central and southeast coastal areas.
City sales and stock status
The analysis of cities with TOP15 sales in the first half of 2017 was the highest in Beijing, followed by Shanghai and Chengdu. Judging from the correlation analysis between the number of possessions and sales volume, most of the top-ranked cities in the number of holdings have fallen.
Change in price segment sales - Autonomy/Joint Venture/Import
From the analysis of sales volume in the price segment of independent, joint venture and import, it is further shown that the policy of reducing the purchase tax by half of small-displacement purchases has a significant impact on the sales volume and price in 2017.
Price segment sales and share changes
In the first half of 2017, the sales volume of passenger cars under 90,000 yuan dropped sharply year-on-year, and its share decreased. The share of passenger cars sold in the price range of 90,000 to 120,000 yuan and more than 180,000 yuan rose.
The change in the price segment of the car market is basically the same as that of the overall market, and the demand for low-priced SUVs is on the rise. The coincidence degree between the 9-15 million yuan range and the sedan is getting higher and higher.
Age distribution of consumer behavior
From the perspective of consumers’ age structure, 30 to 39 years old are the main consumers; the analysis of the associations between subdivision levels and age groups (Figure 1) shows that consumers under the age of 30 are more inclined to choose cars, and SUVs and MPVs over the age of 30 are preferred. Its share has increased significantly, while the share of SUVs over the age of 40 has surpassed that of sedan, which has occupied the largest share.
The analysis of the association between age series and age brackets (Figure 2) shows that there is no significant difference in the selection tendency between age groups. The top three categories of non-individual brands are German, Japanese, and American.
From the perspective of the correlation analysis between the manufacturer's brand attributes and age groups (Figure 3), all of them are joint ventures. The share exceeds 55%. Starting from the age of 30, the share of imports has increased significantly.
The age distribution data of luxury and non-luxury brands shows (Figure 4) that the proportion of luxury brands has gradually increased since the age of 30.
Manufacturer target achievement rate
The data shows that among the joint venture brands, the sales target of Japanese brands is generally better, the achievement rate of the German brand target is also about 50%, and the Korean system and the legal system are relatively low.
Of the independent brands, only Geely and GAC passenger vehicles achieved a 50% completion rate, while other independent brands were less optimistic and sales pressure increased in the second half of the year.
Car sales performance in various market segments
Due to energy saving subsidies and the halving of the purchase tax policy, the sales of compact cars in January 2017 were advanced to December 2016. As a result, their share fell, but gradually returned to normal since February.
From the perspective of market segments, the sales volume of compact cars and mini vehicles dropped severely in the first half of the year, which resulted in a year-on-year decline in the sales of the entire sedan market. The medium to large-sized and large-sized car market was not affected by the weak overall market consumption and reversed high growth, especially for large vehicles. An increase of 45.4%.
SUV sales breakdown
The data shows that medium-sized SUVs continue to grow at a high rate and gradually become the driving force for growth in the sector; compact SUVs are affected by the purchase of overdrafts for consumption, and the growth rate has significantly decreased compared to 2016; the growth rate of small-sized SUVs has declined, and there has been negative growth in 2017.
The compact and small-sized SUVs are still the main players in the market, but the growth rate of medium-sized SUVs and medium-to-large SUVs is much higher than that of small-sized and compact ones. In the first half of the year, the SUVs achieved a 14.6% year-on-year high growth rate mainly due to compact and medium-sized SUVs. Performance.
SUV Segments Price Segment Sales
In the first half of 2017, the sales volume of small-sized SUVs decreased from 90,000 to 150,000 yuan over the same period, while the compact models increased sales in the same price segment. The demand for small-sized SUVs shifted upwards. The medium-sized SUVs performed better in various price segments. Both have different degrees of growth over the same period.
New energy SUV sales performance
In 2017, multiple manufacturers and brands continued to increase their efforts to deploy the SUV new energy vehicle market.
MPV segment sales performance
In the first half of 2017, the share of medium-sized MPVs was a breakthrough, reaching 25.8%. Compact MPVs are still the main force with a share of 74.2%.
Autonomous MPV is dominant, with a share of 80%. In the compact market, the share of autonomy is as high as 94%; in the medium-sized MPV market, the joint venture is 50%, and it occupies the main position in medium-sized MPV.
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