Hangzhou Auto Limit Full Moon

Zhejiang Hangzhou “Limited Branding Order” officially landed at full moon. The reporter visited and found that due to factors such as the relevant regulations not yet introduced, the Hangzhou auto market was sluggish during this month, some low-end 4S shops and used car dealers were more confused, and the high-end new car market remained. There are good ways to deal with it.

Since midnight on March 26th, Hangzhou has formally implemented limit licensing measures combining free shake and paid bidding.

Compared with the limit of autos, the automobile retail sales in Zhejiang Province grew by 25.9% in the first quarter. In the past month, the volume of autos in Hangzhou has been sluggish, and the volume of used automobiles in Hangzhou Auto City has been almost zero.

The reporter saw that the entire Hangzhou Motor City was very deserted. There were not many buyers, and even many dealers did not have the bosses to look at the cars. Some cars had been covered with dust.

"There are no business people," said Mr. Xiao of Xinglong Motors in Hangzhou Automobile City. Talking about the reasons for the low trading volume, Dai Shunxi, an old motor vehicle brokerage company in Hangzhou Xinda, explained that “the policy is not yet clear, and we dare not sell it. The people who buy do not dare to buy it. It has been nearly empty for more than a month.”

Car 4S shop business is also relatively deserted. "I don't have much relevant data to answer you, but now more people are on the sidelines." A Shen Xing manager of a BMW 4S shop marketing department near Hangzhou Automobile City told the reporter.

According to the "Interim Regulations on the Administration of the Total Passenger Car Size Control in Hangzhou (Consultation Draft)", Hangzhou Motor Vehicles has a quota of 80,000 for a year, and will adopt bids and shakes for licensing.

"The market will definitely shrink afterwards. We don't know at what point we shrink. If there are 80 parking spaces, if we give 10 or 20 license plate indexes per month, we can't keep up." Dai Shunxi said. The owner of the car dealership in Hangzhou Automobile City is worried about the rent and the worker's expenses.

In response to the current predicament, Xu Jianlin, executive general manager of Hangzhou Automobile City, stated that in the future, businesses may offer rent reductions. As for the shrinking of the market in the future, Xu Jianlin said that the Auto City will first increase related investment and provide businesses with a financing platform, that is, businesses can lend to banks through the platform of Auto City, followed by the establishment of a larger trading platform and the use of Hangzhou's used cars. Wholesale to the whole country.

For the marketing dilemma that may be encountered in the future, the attitudes of 4S shops in different grades are not the same.

Zheng Yihong, the manager of the Hangzhou low-end car brand BYD Hangzhou Shixiang Road Store, told reporters: “After the limit of licensing, people want to buy a car only by a trombone, and they can’t shake the number to buy a license plate, which takes 30,000-50,000. Yuan (RMB) price, some of the low-end car prices are similar to the license plate, from the psychological point of view since the license plate is not easy to get, buy a low-end car is not worth it, and might as well buy a car A little better car.” Other low-end car dealers have similar arguments.

Relatively low-end brand, the American luxury car brand Cadillac Hangzhou dealer, Zhejiang Mikadi Automobile Sales Service Co., Ltd. general manager Zhang Jianye is relatively optimistic about the future market.

Zhang Jianye revealed that in the future, there are two major strategies that Hangzhou distributors can deal with: One is to first give a license to the buyer, and then bid or shake; the other is to apply for foreign licenses for customers who are not working in the main city.

Zhang Jianye said that on the night of March 25, many owners scrambled for license plates, some of which were leasing companies, which also facilitated the sale of tickets for re-auctions in the future, and those who did not work in the main downtown area of ​​Hangzhou. The restricted line has no effect on them and will give them licenses to foreign countries.