After participating in more than a dozen Guangzhou Auto Shows, I suddenly pondered a question this year: Why is the conclusion of the domestic auto show held in Guangzhou every year?
Summarize for several reasons:
On the one hand, Guangzhou’s automobile industry is developed, and Guangzhou’s surrounding area has also formed a complete industrial chain layout. The output value of Guangdong’s automobile industry is among the best in the country. On the other hand, users in the southern China market have super purchasing power, and they can charge sales through the Guangzhou Auto Show and improve their annual sales performance. In addition, the climate in Guangzhou is still warm in November, and the taste is good. Come to the Guangzhou Auto Show at the end of the year, and you can always get a good prize. So after so many years, no other city can shake the position of the Guangzhou Auto Show at the end of the year.
Then under the pressure of development in the automotive industry, the status of car companies at this year’s Guangzhou Auto Show will largely reflect market expectations for next year. In the drizzle, the 2024 Guangzhou Auto Show officially kicked off.
Walk on two legs
I was very worried that the overall atmosphere of the Chengdu Auto Show this year would "infect" the Guangzhou Auto Show, but the hot atmosphere in the exhibition hall quickly dispelled this worry.
Although some brands such as Jaguar Land Rover, Rolls-Royce, Chevrolet and other different user positioning brands were absent from this year’s auto show, new brands such as Xiaomi, Jishi, and Ledao also participated for the first time. Some brands such as Infiniti, Pentium, Dongfeng Fengxing, Baojun, etc. chose to participate again after a year, which reflects the attractiveness of the Guangzhou Auto Show.
In this auto show, from the booth area, you can also see the current situation of car companies. For example, BYD, which has become the "leader" in domestic sales, has occupied an entire exhibition hall to display new cars of many brands in an all-round way; while the booth area of most brands is obviously much smaller.
However, regardless of the size of the booth, this time the car companies are very attentive in the construction of the booth, and the "density" of the vehicles is significantly higher. It is clear that they attach great importance to this Guangzhou Auto Show and want to show the new dynamics and style of the car companies.
Although new energy models are the mainstream of new cars, the newly released fuel vehicles also have many highlights. For joint venture brands, the "upside down" from the previous overlook to the present is not only the adjustment of relevant market strategies, but also the adjustment of mentality after facing the gap.
In fact, affected by the large market environment, it is not only the joint venture car companies that encounter problems. The similar market play of new forces and the similar product functional design of new energy models are also weakening their attractiveness to users.
Judging from the current demand for models in the domestic and international markets, it is too early for new energy to fully replace fuel vehicles. Continue to enhance and strengthen the attractiveness and competitiveness of fuel vehicles, and keep up with the trend of new energy and intelligence through self-research and cooperation. "Walking on two legs" will make car companies more proactive in the market performance next year.
Increased sense of synergy
The day before the opening of the Guangzhou Auto Show, Geely released a blockbuster news to integrate JK and Lynk & Co. Just a few days ago, SAIC announced the integration of Roewe and Feifan. No matter how big the group is, it will face limited resources. So car companies reduce cost consumption through internal integration, and external cooperation speeds up the research and development cycle. At the same time, reduce the horizontal competition of its models, increase the vertical market segmentation and price coverage, and finally achieve the effect of reducing costs and increasing efficiency.
At this Guangzhou auto show, car companies are not just here to spend money, but to make money. The beautiful and gorgeous booths not only leave a good impression on the audience, but also to retain consumers. Many brands "sell" on the first day of the auto show, and the auto show offers high discounts. Even the day before the opening of the auto show, some brands began to train their sales teams, so the atmosphere in the exhibition hall was more enthusiastic than before.
At this year’s auto show, although some brand booths do have their own traffic, the popularity of the booths is not as one-sided with new forces as before. Many joint venture brands are also very popular, and they also introduce industry-leading or unique new technologies and functions.
The purpose of full competition in the auto market has never been to be a monopoly. As long as the model has characteristics and highlights, and the pricing is competitive, it will be attractive. The less concentrated crowd from the auto show booth also reflects the diversity of model choices.
Next year, there will be pressure and opportunities for car companies. Although the market environment may be worse next year, many car companies will face greater pressure in terms of sales and profits, and there will be many difficulties in predicting and unpredicting, but the industry will continue, and in the face of adversity, it is even more necessary to shout loudly and cheer on each other! Guangzhou Auto Show, car companies roared!
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