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"the total capacity of the market is limited, now the supply of products exceeds demand, various new forces have joined, new brands and new models have been born, and a price war is inevitable." Feng Xingya, general manager of GAC GROUP (601238), talked about his views on a "price war" in an interview with the Daily Economic News during the 2024 Beijing Auto Show.

In April, a new round of "price war" among car companies has begun. From new forces to traditional car companies, from independence to joint ventures, this round of "price war" has swept many market segments. According to the reporter's incomplete statistics, in April, more than 10 brands have launched preferential activities one after another, in addition to price reduction, but also through the addition and reduction of prices, car and electricity separation, replacement subsidies and other ways to attract consumers.

In Feng Xingya's view, "price war" and "order war" are the laws of the automobile industry. The automobile industry is now a completely competitive industry, and each company is winning the competition in a different way. "in order to transform traditional enterprises, we must first learn from the new practices of new forces, give full play to our advantages, and make up for our shortcomings as soon as possible. This is the way to compete." Feng Xingya said.

For the emergence of a "price war", Feng Xingya believes thatStrippokerrulesThe automobile industry has entered a new era of intelligent network connection with new energy vehicles, and each period has its own characteristics. The intelligent network and new energy vehicles have brought about revolutionary changes, and we believe that there will be many different situations in the period of change. "

"Intelligent network connection of new energy vehicles is a new market. For enterprises, only with a share will there be future profits, but the premise is that the enterprise can persist into the future, if it does not have the ability to persist into the future, then (price war) this strategy is wrong, it actually depends on the perseverance and strength of the enterprise. " Feng Xingya told reporters.

It is understood that GAC GROUP will face the arrival of a "price war", and all his enterprises will adjust the price of their products before the arrival of International Labour Day's holiday in 2024 to meet the golden week sales explosion. "each enterprise has its own considerations from the perspective of profit and revenue, and now everyone has basically unified their thinking and should be in place in one step to meet the 'May Day Golden week'." Feng Xingya said.

In the view of many people in the industry, the automobile industry in 2024 will be another "most volume year", volume price, volume products, volume service, volume flow …... It's all time to "see the real chapter". In the view of Cui Dongshu, secretary-general of the National passenger car Market Information Association, 2024 is a key year for new energy vehicle companies to gain a foothold, and the competition is destined to be very fierce. In this context, the head of the car company also "rolled" into the studio.

According to incomplete statistics, since 2024, six heads of automobile companies have been broadcast live, namely, Li Bin, founder of Lvlai Motor, he Xiaopeng, founder of Xiaopeng, Lei Jun, founder of Xiaomi, Zhang Yong, CEO (CEO) of Naji Automobile, Wei Jianjun, Chairman of Great Wall Automobile (601633), Yin Tongyue, Chairman of Chery Group, and Li Shufu, Chairman of Geely Holdings.

In this regard, Feng Xingya said: "the competition between enterprises also has the competition of marketing methods." We believe that marketing is a funnel principle, and everyone is trying to find ways to expand the flow and expand the funnel opening. There is a discount at each level, and dozens of percent flow to the next level, and finally look at the car, the order, the deal, step by step. So now people are really attracting traffic, fighting to the end to spell the boss. "

Feng Xingya also said frankly that the capital pulling force of the new energy market is getting weaker and weaker, the capital market is cooling, the financing is getting stricter and stricter, and the "price war" has higher and higher requirements on the hematopoietic ability of enterprises. "at present, the white-hot market competition is a normal phenomenon, but in the process of enterprise competition, no matter whether the price is high or low, it is necessary to ensure the product quality." Feng Xingya added.