车企不过“双十一”？实探线下门店：热销车型直降超4万元，天天都是“购物节”

Core Insights - The automotive industry has not shown significant enthusiasm for the "Double Eleven" shopping festival, contrasting with other sectors like beauty and fashion that have seen explosive sales [1][3] - Many car manufacturers did not launch special promotions for "Double Eleven," treating it as an ordinary time rather than a major sales event [1][3] - The marketing strategies of car companies have shifted towards regular monthly or quarterly promotional offers rather than relying on specific shopping festivals [6][7] Group 1: Industry Response to "Double Eleven" - Car manufacturers, including traditional and new energy vehicle brands, have not actively promoted "Double Eleven" through special offers or marketing campaigns [3][6] - Sales personnel from various brands confirmed that there were no additional discounts or promotions specifically for "Double Eleven," with offers remaining consistent with regular monthly incentives [1][3][6] - Some brands, like Extreme Fox and Deep Blue, did announce limited-time offers, but these were often minor products or had conditions that extended beyond the festival itself [4][5] Group 2: Consumer Behavior and Market Dynamics - The long decision-making cycle for car purchases means consumers are less likely to be swayed by short-term discounts, reducing the effectiveness of promotional events like "Double Eleven" [6][7] - The competitive nature of the automotive market has led to a normalization of discounts, making consumers less responsive to special promotions during events [6][7] - Recent data indicates that the penetration rate of new energy vehicles in the market has reached 57.2%, suggesting a shift in consumer focus towards technology and product value rather than just price [11][12] Group 3: Marketing Strategies - Car companies are increasingly focusing on enhancing product value through technological advancements, such as smart driving systems and improved battery life, rather than relying solely on price reductions [11][12] - The marketing approach has evolved to include building brand identity and consumer loyalty through quality service and expanded consumer engagement [12] - Regular promotional strategies, such as monthly purchase rights and incentives, have become the norm, with companies like Xiaomi maintaining consistent offers across multiple months [7][9]