Growth rate of production and sales hit a new low of 10 years. The Ministry of Industry and Information Technology has made it clear that the government will no longer save the market.

The growth rate of production and sales hit a new low for 10 years The Ministry of Industry and Information Technology made it clear that the government will no longer save the market "From January to July this year, the growth of China's auto industry was slow, reaching a new low in 10 years." On September 9, at the press conference for the China Industrial Economics Summer Report, the Ministry of Industry and Information Technology said that from January to July this year, China's equipment manufacturing industry grew year-on-year. The growth rate was 15.9%, but the growth in the production and sales of the automotive industry was slow. China's automobile production and sales volume was 10.46 million vehicles and 10.6 million vehicles, which was only a year-on-year increase of 2.3% and 3.2%, respectively, a new low in 10 years.

Statistics show that during the "golden decade" from 2001 to 2010, the average annual growth rate of China's auto industry was as high as 25%. In particular, after the financial crisis, China issued the “Auto Industry Adjustment and Revitalization Plan” in time. Under the stimulation of purchase tax incentives, subsidies for energy-saving and new energy vehicles, trade-in replacements, and car-to-country policies, the passenger car market has taken the lead to pick up. Production and sales volume has doubled in just two years, becoming the main force driving the rapid growth of the auto industry.

On the one hand, overdraft over the past two years, on the one hand, is a chain reaction caused by the overall contraction of the policy. This year's callback can be said to be reasonable and expected. “In the year, the Ministry of Industry and Information Technology will not issue an incentive policy for the automotive industry. It is expected that the annual growth rate of automobile production and sales will be around 5%.” He Yaqiong, Director of Economic Operations Division of the Ministry of Industry and Information Technology Supervision and Coordination Bureau stated that the focus of future work is to create independent innovation for the automotive industry. A good external environment. "China's auto industry has entered a period of stable growth from a period of rapid growth, and auto companies must adapt to the market conditions without policies and strive to adjust their internal work."

There are also dissidents. Xu Changming, director of the Resource Development Department of the National Information Center, believes that in terms of long-term planning, China's automobile market will have a rapid development period of more than 10 years, and the approximate growth rate will be about 1.5 times GDP growth. "Over the next 10 years, China's GDP growth will remain at an average annual growth rate of around 9%. The total GDP will increase from 6 trillion yuan last year to 14 trillion yuan by 2020."

Sustained growth or rapid cooling, although this issue is inconclusive, the controversy is also destined to continue. However, it is everyone's consensus that China's autos will move from "great powers" to "powerful powers" and change from quantitative growth to qualitative change. How Yajun said: "The auto industry has its own market cycle. This is a normal adjustment period. Due to the bottlenecks and pressures on resources and the environment, long-term high-speed growth is not sustainable. Therefore, the auto industry needs to change. Development methods cannot be pursued in a one-sided manner. In addition, more efforts should be made in independent innovation to increase technical input and strengthen brand building."

In the second half of the year, the market situation is still not optimistic. The August production and sales data just released by the China Association of Automobile Manufacturers makes one feel relieved. Statistics show that during the off-season of the traditional auto market in August, domestic automobile production and sales increased by 6.66% and 8.29% from the previous quarter, and they were up 8.72% and 4.15% year-on-year, both showing positive growth compared with the previous months. "In the coming months, with the acceleration of new product launches and the increasing sales promotion of enterprises, it will likely stimulate consumers' desire to purchase, and the auto market is expected to be active." Dong Yang, executive vice president of China Automotive Industry Association It is expected that the automotive industry will continue to maintain a slight growth rate. It is expected that the annual domestic automobile production and sales will exceed 18.6 million vehicles, an increase of 3% to 5% over the previous year.

Although Dong Yang optimistically believes that in the "golden nine silver ten" this traditional car sales season, the domestic auto market may have a new round of sales. But this view is not "appetizing" in the market. After visiting a number of 4S stores, the reporter found that “Jinjiuyinshi” did not bring a reversal to the auto market. Although some brand dealerships had great sales, there were still few people who bought cars. On the whole, the growth of the production and sales volume of the auto industry is still unsatisfactory, and the industry as a whole may continue to bottom out.

The situation of independent brands is particularly worrying. Statistics show that in August, self-owned passenger car brands sold a total of 407,400 vehicles, a year-on-year decrease of 2.86%, accounting for 37.2% of the total passenger vehicle sales, which was a decrease of 3.96% year-on-year. "The decline in the sales volume and efficiency of self-owned brand cars is one of the most serious problems." Dong Yang said that due to the impact of policies, the sales of self-owned brands will not only continue to decline year-on-year, but will also face enormous challenges after the lack of policy support. A self-owned brand dealer told reporters somewhat reluctantly that the outstanding performance of the previous two years allowed the independent brands to increase their production capacity. However, this year, the market demand has dropped significantly. While the sales volume has declined, the profits and benefits have not been comparable to the previous two years. . "The joint venture car has also entered the low-end areas, and its own brands have to fight outside. The price reduction is almost the only marketing tool, and the policy support is too small."

"Blind price war will only damage the brand." Dong Yang called for the last few months of this year, the automotive industry will face more severe price competition, whether the manufacturers can handle the price issue, to avoid vicious competition, the efficiency of car companies Is very important.

The self-owned brand calls for the government's rescue of the market to surpass the waves. Since the implementation of the purchase restriction policy in Beijing at the end of last year, independent brands have become the biggest “victim” of policy. Then, with the impact of purchasing tax incentives and the withdrawal of auto-to-country policies and pressure from joint venture brands, automakers of their own brands are facing new challenges. Recently, the Director of the Department of Construction of the Ministry of Finance has made clear to his younger brother that the government intends to raise the standard for energy-saving vehicle subsidies. The average fuel consumption threshold for short-listed products will be raised from 6.9 to 6.3 liters, which means that after the policy adjustment, there will be 70% Subsidized models were knocked out. Most of these models were self-owned brands.

In other words, the only policy that favors self-owned brands has also become an unfavorable factor immediately. “Since the implementation of the purchase restriction policy, the number of cars purchased by Beijing consumers tends to be even higher. Although this is not the policy intent, the purchase restriction policy has indeed played a substantial role in boosting sales of joint venture brands.” Dong Yang said that this year. In the first half of the year, sales of self-owned brand models in the Beijing market fell by 60%, and this sales trend will continue in the second half of the year. "Currently, there is little room for price reduction of self-owned brand models, especially for low-end models, and further price cuts are tantamount to chronic suicide."

“In this state, the government should introduce some measures to protect its own brand, and it is best to give moderate support to the government under conditions of market competition,” Dong said.

Xu Changming believes that the decline in self-owned brands should be divided into two parts. On the one hand, it is influenced by external pressure. On the other hand, there are normal factors. In the first two years, encouraged by national policies, self-owned brands have grown too fast. “With the expansion of joint-venture brands and the optimization of production processes, the relative cost advantage of self-owned brands has been weakened, and joint ventures have been challenged by their own brands in order to build their own brands. In this case, you want your own brand. When it comes to development, there is no protection measure that will not work."

The outside world has always been very loud about the introduction of independent brand protection measures. Some people think that government officials should take the lead in riding on self-owned brand models, official vehicles should be tilted toward independent brands, and some people think that tax reductions should be carried out on self-owned brand models. However, the Ministry of Industry and Information Technology officials made it clear that there will be no further encouragement from the auto industry. The policy is equivalent to pouring cold water into independent brands.

Self-owned brands should stand by themselves, and the “not to save the city” has made it clear that they have broken all the thoughts of the independent brands. How to get rid of over-reliance on policy support and enhance market competitiveness has also become a new issue for automakers of their own brands.

The road to automobile power is still a long one. The transformation from a big automobile country to a powerful automobile country is the most important content of the 12th Five-Year Plan of the automobile industry and the ultimate goal of the transformation and development of the Chinese automobile industry. "If we talk about the transformation, upgrading and structural adjustment of the auto industry, it is to become an industrial power." Zhang Xiaoji, executive vice president of the China Machinery Industry Federation, believes that China must have three prominent signs to become a powerful automobile country: First, there must be a group of companies with strong international competitiveness, including vehicle groups as well as parts and components companies. Second, there must be strong brands. Third, we must establish a global marketing system.

According to this standard, China still has a long way to go. Lang Xuehong, director of automotive research at Xinhuaxin, said that the road to power will take at least 10 years. The Chinese auto industry will be able to make significant progress in this decade. However, there are also views that 10 years is not enough for China to have two or three world-famous car brands. From the current situation, self-owned brands are generally frustrated by the high-end forces, and with the increasing size of joint ventures, The strength is becoming stronger and stronger, and it is more and more difficult for independent brands to have their days ahead.

However, because of the difficulty, it is more necessary to persist. Zhang Xiaolu believes that establishing an independent innovation system with international competitiveness is an important indicator of the maturity of independent brands. In the next five years, China's auto industry should shift its focus from the accumulation of quantity in the past to the improvement of quality. While developing energy-saving and new energy vehicles, the government should pay more attention to auto parts enterprises to become bigger and stronger.

“The size of the market is determined by the international economic and social environment. However, it is up to the Chinese auto industry to decide whether or not to be able to do a good job.” Zhang Xiaozhen reminded that the rapid development of Chinese automobiles in the past two years has caused some companies and experts to feel complacent and blind. Big, in this sense, the correction of the auto market this year is a good thing. Only by being aware of their own gaps can we courageously catch up. "China must become a strong automobile country without the development of its own brand, but its own brand can not survive alone."

Changes are the pain that must be experienced by independent brands, and they cannot be avoided by the Chinese auto industry. “I personally think that if a product or a company depends on the encouragement from the government, this product and enterprise will certainly not survive in the next market competition.” Zhang Xiaozhen said that the Chinese auto industry has come to the present day and the country’s non-limitation is to encourage it. What policies need to be encouraged? "We must rely on the market and rely on the domestic and foreign markets to compete in the development of the automobile industry. Only in this way can the automobile industry have vitality. There is no hope for enterprises and industries that survive the policy."

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