“公布订单总数达1亿” 车企“营销通胀”何时休？

Core Viewpoint - The automotive industry is facing a significant issue of "order inflation," where companies are inflating order numbers for marketing purposes, leading to a disconnect between reported orders and actual sales [1][3]. Group 1: Order Inflation Phenomenon - The practice of announcing high order numbers during new car launches has become standard in the automotive industry, with reports indicating that small order numbers in China's passenger car market have exceeded 500 million this year, while actual wholesale and retail sales are significantly lower [1][2]. - The conversion rate of these small or blind orders is relatively low, with some companies reporting only a 10% conversion rate [1][2]. Group 2: Motivations Behind Order Inflation - The first driving logic is the combination of marketing pressure and herd mentality, where consumers prefer "hot-selling models" due to concerns about maintenance and resale value, prompting companies to create a false sense of demand [2]. - The second driving logic involves the need for companies to present impressive order numbers to investors and internal management, enhancing confidence and performance evaluations [2]. - The third driving logic is that companies feel compelled to inflate orders to remain competitive, as those who do not may face market pressure and need to invest more in promoting their genuine product capabilities [2]. Group 3: Long-term Consequences of Order Inflation - The practice of inflating orders can mislead consumer decisions, potentially harming their interests by pushing them towards unsuitable products [3]. - Inflated order data can disrupt production planning, leading to inventory issues and increased operational costs for companies [3]. - The integrity of honest companies is compromised, creating a vicious cycle where "bad money drives out good," undermining fair competition in the industry [3]. - The credibility of the industry is at risk, as consumers may lose trust in companies' data, affecting the overall development of the sector [3]. Group 4: Regulatory and Industry Response - Regulatory bodies have begun to address these marketing issues, launching a three-month campaign to rectify online misconduct in the automotive sector, focusing on illegal profit-making and false advertising [3][4]. - Some companies are proactively choosing to abandon the practice of inflating order numbers, instead focusing on metrics that better reflect real market demand, such as "lock-in rates" and "delivery targets" [4]. - The competition in the automotive industry should center on technology, products, and services rather than numerical games, as consumers become more rational and regulations tighten [4][5].