Luxury car “monopoly” when windfall

In 2013, after the luxury car was imported into China, the price was three times higher than that in the United States. This strange phase was exposed, causing a buzz.

Not only imported cars, but also the price of medium- and high-end models of joint ventures are twice as high as foreign ones. The mid-to-high-end models of mainstream luxury cars, foreign dollar prices can be bought with RMB 200,000 or so, but China has to spend about RMB 350,000.

This strange phase, after exposure, may change?

Want to buy imported cars and potential consumers of joint-venture mid-size cars. What are you looking forward to after 2014? The related question is: Will the price of imported vehicles fall sharply? Will the high prices formed by monopoly fall apart? Is the external force of the drop in the price of imported vehicles the implementation of policies and regulations or the imbalance between supply and demand or industry competition or internal disintegration? When is the monopoly of imported cars the end? This is a question that is confusing to consumers and people in the industry.

However, these problems also come to a time when there is a positive solution.

1

The monopoly of imported cars is largely the source of sky-high prices for imported vehicles. There is no monopoly, there is no single, vertical, harsh conditions of sales channels, there will be no price increase; but the monopoly is intangible, change is inexplicable, unpredictable, the price increase is only the monopoly of the image. Distributing channels is forbidden, and price reduction documents are forbidden. They are destroyed immediately after they are used up, and it is easy to destroy evidence for evidence collection. In China, monopoly in the legal sense, difficulty in identification, difficulty in anti-monopoly, difficulty in formulating anti-monopoly policies, and enforcement are even more difficult. In China's economic history, there are few cases of anti-monopoly success, and it is even more difficult for the auto industry to anticipate the success of anti-monopoly. However, it is worth looking forward to that in 2014, the reaction of policy solidification monopoly will continue to receive attention and a certain degree of solution, at least, the new policy is expected to be introduced, "the implementation of automobile brand sales management" may be amended, the policy will import Car monopoly has formed a certain restriction and prevention. As for the execution power, to form the intensity of the recall of vehicles, the determination of the timetable is still an unimaginable problem.

However, even without the enforcement of anti-monopoly policies, external environmental pressures can constrain monopolistic behavior. China's telecom cost price is also in the forefront of the international community, but telecom service providers have not been able to increase their prices, and prices are still moving closer to the average level of the international market. It's just that this is too slow.

The problem is that not only the monopoly caused the profits of imported vehicles.

In addition to the monopoly, what actually caused the high prices of imported luxury cars and the sale of them?

The answer is, 30% of people buy luxury cars to show off their wealth, not bad money. What will happen to these people after 2014? Asset transparency and corruption may have no place to hide. The bus reform policy has been implemented and this part of the consumer population will be squeezed by the environment. Lack of high-priced luxury cars to join in, the increase will not be as full of confidence.

The situation of flooding the brand's high-end luxury imported cars can support this conclusion. Phaeton, known as the “Large Passat”, does not possess the attributes of being able to show off its wealth, the design is mediocre, and the internal technology is high-end. Similar models rarely increase prices. Recently, there was news that Phaeton reduced the price by more than 300,000 yuan. There are also Touareg's small sales and price cuts, indicating that high-profile models are used to show off their wealth, and consumer groups are rushing to the point. Low-profile models have little interest in showing off consumer psychology.

China’s rapid entry into the automobile society is a torment for the quasi-middle-class quasi “local tyrant” who loves luxury cars, but the impulse to purchase a car is still difficult to suppress, and it consciously joins the ranks of snapping up high-profile luxury cars. The purchase of cars and the consumption of public funds echo each other, aggravating the tension in the supply of luxury cars. Supply and demand imbalance, demand expansion, luxury high-end car cargo can live, coupled with the sales channel artificial limit price control, "car brand sales management implementation measures" to open a network, to a certain degree of protection of the monopolistic behavior, "local tyrants" car buying expansive Urgent, do not want to wait for a day, long-term market temperature has raised the starting point of high-end luxury car prices, these goods were imported at the beginning of the price was set high, it contributed to the abnormal phenomenon of car price increase, so luxury car prices Highly high.

It cannot help but to say that the irrational car buying behavior of people with more stupid money is closely related to the opaque mechanism of the price formation mechanism of imported cars. With the long-term and individual exposure of the fact that domestic and international vehicle prices are far apart, consumers will tend to be rational and sober. When more people learn about the sky-high prices of luxury cars at home and abroad, they will have a sense of aversion to their losses, at least. Loss of heart. After all, upstarts don’t have the opportunity to break out.

In 2013, media attention to luxury car prices has formed a wave of public opinion. After that, the focus will be on policy and consumption. Disclosure of premium luxury cars will take place at any time. This is an education for people who have more stupid money. In the wake of the sharp wave of public opinion, they may be awakened. The introduction of distribution and adjustment policies such as inheritance tax and real estate tax may make some people no longer have more money, and people are no longer stupid.

Every luxury car is listed on the foreign market, and the prices appear to be alluringly low, but it has become astronomical when imported into China. Some entry-level luxury cars also have domestic prices that are more than double that of foreign countries. Even if the joint-venture high-end car, no import tariffs, the price is much higher than abroad. These facts have increasingly aroused domestic consumers' awakening and injustice. This will be a fundamental disruption to the purchasing power of imported luxury cars, and the impulse to purchase cars for all luxury car consumers is impactful cooling. After all, show off consumer spending has been repeatedly scorned, not being bought, the show is less and less wealthy, the meaning of show off has become increasingly waned.

This is the most worthy of anticipation of a disintegration force other than anti-monopoly. More rational luxury car consumption is the collapse of the larger luxury car prices.

As long as we pay attention, we will find that there are only a few models of Hyun Fu. This shows that a show of wealth is a narrow group, and it is the short-lived buyer that luxury car makers are least worthy of relying on. A small number of wealthy people focused on several vehicles. Although it could set off a wave of consumption, it will soon be gone with the wind and will not become the market leader. Really smart luxury car manufacturers should properly plan the future of the market.

2

In 2014, China's new regulations for used car transactions will be implemented. Luxury car as the protagonist of the used car market, after standard trading, or become a new favorite. The fact that luxury high-end cars “change overnight” in the used car market will also awaken consumers to rational consumption. Luxurious high-end used cars will also differentiate the luxury car purchase crowd and increase the feverish middle class.

Recently, the new energy vehicle Tesla announced high prices in China and the starting point of pricing returned to the original position where all luxury cars should return. This cannot but be said to be a chess one.

If there is still a high-end luxury car in the footsteps of a high-profile announcement of a return to China's price, it will certainly become a sensible agent and receive the greatest attention. Such a seizure of the market will inevitably lead to the first cause effect, so that more high-end consumers will respect products and brands, respect, be willing to buy, and win more consumers.

Tesla is the real spoiler. But he will be the biggest winner. After that, if luxury car manufacturers do not follow up, they will lose the market. After all, people are stupid for money and will eventually belong to the past.

The premise of exotic goods can be surprising.

In fact, more luxury brands will enter China in 2014. The new luxury car will emerge in an endless stream, and more luxury car brands have already found a new sense of sales in China and are getting better. With multi-brand competition, the number of luxury cars entering China has doubled or doubled, more entry-level luxury cars have become available, domestic prices have fallen sharply, and exotic goods have become bleak, making Chinese consumers commonplace.

From a market perspective, rationalization, fashion, and personalization of car consumption have become a trend. Which luxury car is unlikely to become the dominant one. The subdivided markets of luxury cars erode each other, and consumption diversion is the mainstream of the trend. This will greatly intensify the fierce competition in the luxury car market. The potential high-end consumers, not a few people who are stumped for money and more consumers, will completely rip off the veil of arrogance and arrogance of a luxury car, allowing people to see its true value in China's price and value seriously deviated, so as to make it fit with actual calm. select.

At this time, the luxury car prices can be expected.

3

Imported luxury cars and joint-venture luxury cars confront each other and compete with each other for the market. They can also lose both sides of the market, giving up their respective prices. A joint-venture luxury car has forced its imported luxury car to cut its price, otherwise it will make it enter the narrow market area and get out of it, forming a conch retraction effect, which will eventually lead to a narrowing of the market. Each imported vehicle will have a small price reduction and will cause damage to the joint venture luxury car. Impact, which in turn forced the joint venture luxury car to lower prices. The two armies met the brave winner. When you cut prices, I also cut prices. The interaction between each other's price cuts repeatedly squeezes each other, and the small amount is reduced to a big drop. Once the prices are hard to come by, the luxury car prices will gradually fall apart and gradually approach foreign prices.

Take a look at the price reduction information, the price of several major brand entry-level imported luxury cars has entered the 200,000 yuan range. With the increase in the number of new cars, the continuous release of production capacity, and the formation of energy-saving emission reduction fashion, more entry-level luxury cars are put back into the mountains, rushed into the thirsty market, another battle will begin. More than 200,000 luxury cars will have a direct impact on high-end luxury cars. Those luxury brands with 8-cylinder and 12-cylinder luxury brands, let it stay high and wait for local tyrants, let luxury imported cars detach from imported luxury car camps and Chinese high-end consumers, stand tall and become symbolic, impregnable for luxury imported car prices. Curing effect no longer occurs. Consumers' enthusiasm for the low-profile luxury connotation of small and medium-sized luxury cars, will allow more high-level imports, joint venture luxury cars to disarm and reduce their heads to cut prices and welcome guests.

In 2014, it will not allow imported luxury cars to lower their prices and reach consumer psychology expectations. However, the price reduction of imported luxury cars has followed the new era of automobiles and entered an industry node and market node. Lower prices will start now.

As long as the genuine anti-monopoly, rational return of consumers, and sufficient market competition, the sky-high price of imported luxury cars will eventually collapse, and the end of auto profits will also be just around the corner.