A recovery would be less real if shiny sales came at the expense of profits.

It is as if a spring has been lost. In may, the temperature in Shanghai has soared to 35 degrees.

However, the loss of a spring is not only Shanghai, but also Shanghai car market.

Only 64,744 new cars were sold in Shanghai between January and February, down 39.9% year on year. When the tesla Model 3 overtook the lavelle and the Mercedes c-class with 446 cars in February, you knew the misery of the Shanghai auto market's repression.

From the beleaguered saic motor corporation to the dismal Shanghai auto market, the city needs a burst of activity and a recovery to revive its economy.

Only belongs to the "may fifth car purchase festival" of saic motor

"Thirty-eight. We sold thirty-eight cars in one store in the 55-day shopping period. The whole mg sold 205 cars. Located in jinnan road, mg 4S shop, although there are few people in the shop, but because of the existence of the may fifth car buying festival, the sales seem not nervous about this month's KPI, a look has won.

In order to boost consumption in Shanghai, Shanghai launched the "may fifth shopping festival", and the "may fifth car buying festival" has become the top priority. At the Shanghai exhibition center, saic has lined up all of its brands, and the city's leading platform has even made the entire car-buying festival a must-see attraction for the May Day holiday.

"We gave up everything we could. There was no service charge and we gave you insurance. The price of the naked car was directly discounted. Under this purpose. Take putuo district in Shanghai as an example. During the five days from May 1st to 5th, 526 automobiles were sold in the district, with the transaction amount exceeding 180 million yuan. It is worth mentioning that saic, as a local auto engine plant in Shanghai, has gained a lot from this activity. Only in pyeongduo "50% off" car online activities, Cadillac model launched seconds light, Chevrolet brand model four replenishment, buick is five times sold out.

Although saic has blown up the mayday car market, it is only limited to saic, and many other 4S stores in Shanghai did not participate in the party. "We let 5000 more, also still part of the model." In the faw Toyota on zhennan road, just the first day of work sales seem a little confused, "we do not have the car, we have to wait 2 to 3 months to pick up the car, now after May 5 discount, I do not know whether we can do it again.

However, compared with faw Toyota, dongfeng Honda is more direct, "I said that the fifth five car buying festival has a discount is a discount, I said no, no, usually have to send things, but now hung a gimmick. When the reporter in the dongfeng Honda 4S shop asked about the fifth five car festival activities, sales so to reporters to explain.

Coincidentally, in the mercedes-benz 4S shop, for the fifth car festival is not a cold, "send you a more rod box, the price is really no change, in fact, we do not participate in this car festival. Although Shanghai May 5th shopping festival is for the whole industry and all brands, but at least in the auto sector, only saic is deeply involved in it, which can be said to play a leading role.

However, this is not surprising. It could have been said that the may fifth car buying festival was tailored for saic. However, other brands' indifferent attitude and contempt for the may fifth car buying festival make the Shanghai shopping festival seem not to have a great sincerity.

"We sold 100 in three days."

"We sold 100 in the three days before labor day, and we sold nearly 300 in March." In Shanghai too road on the Mercedes crown star 4S shop, the sales face with some pride to the reporter said. Even on a weekday afternoon, the mercedes-benz 4S store, which is not yet the largest in Shanghai, is already crowded. There is no place to sit in the negotiation area, and the customers who want to make inquiries can only stand and talk with the sales staff.

For the city of Shanghai, the rebound in the luxury car market is clearly bigger than for any other segment. "We had a good month in April, selling more than 100, less than 200." The dealer at the dongfeng Honda 4S store had a face full of excitement when he said this, but he would have reacted if he had known that a mercedes-benz store could sell 300 cars.

Faw Toyota also sold more than 100 cars per store in April, which means it has returned to its pre-epidemic status. However, none of them has seen such a rapid recovery as mercedes-benz. Shanghai has long been a hotbed of luxury cars. When the epidemic broke out in February and the consumption power was restrained, not only did the tesla Model 3 overtake many other models to become the highest selling Model in Shanghai in February, but the third and fourth models below lavelle were respectively mercedes-benz C and mercedes-benz GLC, and the last was also buick's highest-priced GL8.

Shanghai does have a unique complex for luxury cars. In February, the sales volume of self-owned brands in Shanghai was only 1,278 units, while the imported luxury brands reached 1,126 units, which was only 1.6% lower than the self-owned brands in terms of market share.

From the current point of view, whether it is Benz, BMW, audi, lexus, 4S stores have the same customer flow as before, the modified audi A4L and lexus ES are still the most crowded models. However, warming up is not spreading to every luxury brand. At the same time, in the acura 4S shop in wujiaochang, there was still no interest in the CDX shop even though it was sold for 188,800 yuan.

There is no doubt that luxury brands in Shanghai have rebounded and even grown much faster than other joint ventures and self-owned brands. They were, are and will be.

Sales volume does not equal profit

"Marvel X can be bought for $130,000, with a $60,000 down payment and balance payment after a year." In roewe's 4S shop, even if the sales haven't arrived yet, the reception staff at the gate all know that the original price of the car is the financial policy of 260,000 pure electric models. While calling for the sale through the headset, he introduced the price of the car, which, despite being placed in position C at the door, seems to be not very popular here.

"50% discount to buy a car, send a license plate, strong financial policy, rare car discount, and less than 300 meters beside the mingjue store also has unexpected" benefits ", "118,000 yuan of the car with a discount of 18,000 yuan, as long as the down payment of 20,000 yuan, 80,000 loan 36 interest-free, every month as long as 2222 yuan.

Saic's sales are strong without the financial companies behind them. As the earliest saic-gm-auto finance in China, its operating income in 2019 was 7.089 billion yuan, including 6.132 billion yuan of net interest income and 3.152 billion yuan of net profit. By the end of 2019, the loan balance of SGMC was 110.046 billion yuan, an increase of 10.09% over the same period last year. With the help of saic gm capital, the whole saic finance has shown a strong radiating effect.

Whether it is 50% discount for Marvel X, 50% discount for Velite 6, or low down payment for mg and roewe, and interest-free for many years, financial policy is undoubtedly the key support for saic to continue to be strong in this shopping festival, in 2020 and in the next few years. However, by stripping off the auxiliary policies of low down payment and interest-free, and returning to the products themselves, how much more attractive is it for saic whether it is a joint venture or its own brand?

Saic has never been more eager to boost sales. However, although saic's sales volume is greatly increased by the may fifth car purchase festival, the sales volume does not represent the profit. If the profit is sacrificed, such sales volume growth cannot be considered as a healthy growth. Our vision and pattern should be more long-term. We should view the development of Shanghai automobile industry from the perspective of sustainability. After all, only the real strong can survive from 2020.