F3 sales innovation low market test BYD survival wisdom

After the 2010 production and sales target was lowered from 600,000 units to 600,000 units in early August, BYD still did not completely get rid of the serious backlog of inventory, dealers complained about the pressure from the library, resulting in an increasingly escalating contradiction between the manufacturers and the frequent occurrence of back-off events. The awkward situation.

According to relevant media reports, on the second day of the Autumn Auto Show of Zhengzhou Dahe (August 27th), the staff of the BYD Auto Henan Dealers Association pulled out the “Yaman forced repression, the dealer was forced to withdraw from the network” at the exhibition site, etc. The black and white banners on white indicate that the conflict between BYD and some dealers has evolved to a very serious degree. Previously, Chengdu BYD F0 Southern District Sales Champion - BYD Pingtong Chengdu airport flagship store accidentally withdrew from the network and turned to competitors Geely, questions about its quality management loopholes, sales channels confusion one after another.

From Figure 1, we can see that, including F0 and F3, as the current BYD's flagship product, the performance of the models from January to July this year lacks obvious highlights, including F3, F3-R and F6. The models showed a downward trend.

F3's sales in March reached a record high and completed 30,933 vehicles, but in July it dropped to 11957 units, a year-on-year drop of 46%, setting the lowest monthly sales this year (see Figure 2). The statistics of cumulative sales of F3 in the first seven months of this year show that compared with the same period of last year, the model also saw a 2% decline from the same period last year.

As BYD’s largest impulse model, the decline of F3 directly affected its overall sales performance. The sales ranking in July fell from the seventh in June to the ninth. This also reflects the excessive dependence of domestic independent brands on the high growth of the auto market. Once the auto market slows down, there will be large fluctuations. At the same time, it can also be explained that the foreign brand prices continue to be explored, and the impact of self-owned camps led by BYD, Chery, and Geely has begun to appear gradually.

The F0, which is the same as the impulse model, remained fairly stable during the first seven months of the year. According to Figure 2, the sales of the car in July increased by 121% year-on-year to 12,321, and the overall sales in the previous July also completed 8,1958, an increase of 101% over the same period of last year (see Figure 2). However, these seemingly beautiful sales are achieved at the expense of profits. According to the current market, some dealers announced the promotional price of the car, 1.0L practical price has dropped to 26,900 yuan, basic bicycle sales It is no longer profitable.

In addition, BYD is regarded as the key electric vehicle in the future and has not shown signs of breaking. In the F6, G3 and other models that have broken through to mid-to-high-end markets, the market performance is flat, and it has not been able to support the overall sales performance. It takes time to cultivate.

The rapid return of the market to rationality has made the goals of numerous independent car companies, including BYD, appear unrealistic. Although BYD has lowered its annual sales target, it still determines whether its market pressure is on the market's prosperity and competitive environment. If in the following "Jin 9 Silver Ten," BYD still can not properly digest the stock, its "tangled" with the dealer is expected to continue for a long time.