汽车行业网络营销丨监测报告 序言： 2025年过半，国内汽车市场正以"增长提速、结构优化、营销焕新"的鲜明特征开启新周期。1-7月乘用车累计零售1274.6万辆，同比增长10.3%，其中新能源零售 渗透率连续五个月突破50%，增速持续跑赢狭义乘用车，不仅成为行业增长的核心引擎，更推动燃油车替代效应向纵深发展。政策层面，"国家引导+地方适配"的协 同体系持续发力，国家以旧换新、新能源汽车下乡等政策定调方向，地方结合区域实际推出落地细则，共同激活消费潜力；品牌格局则呈现"头部集中、尾部分 散"态势，TOP3（比亚迪/吉利/一汽大众）、TOP4-TOP10（7家品牌）及TOP10以外品牌各占1/3市场份额，比亚迪以188万辆零售销量领跑全场。 伴随市场基本面向好，汽车网络广告与营销领域亦同步迎来新变化：广告市场于7月迎来关键拐点，行业广告主数量首次正增长，市场信心逐步回暖，其中新能源领 域表现尤为亮眼，即便头部广告主整体投放有所缩减，新能源车企仍稳居头部阵营，过半新能源车型跻身TOP20投放产品行列，折射出行业对新能源赛道前景的坚 定看好；媒介布局上，移动端、OTT端占比持续上升，PC端份额相应缩减，而网幅广告与垂 ...

Core Insights - The 2025 People's Car Market Consumption Festival and Supply and Marketing Market series events were launched in Handan and Zhangjiakou, focusing on the integration of the supply and marketing system with the automotive industry to support rural revitalization and boost national consumption [1][5] - The events emphasize "urban-rural symbiosis and dual empowerment," aiming to connect the automotive industry's technological vitality with the ecological value of agriculture, positioning new energy vehicles as a driving force for rural green transformation [1][5] Event Details - The Zhangjiakou event started on September 19, featuring nearly 100 agricultural specialty products from 14 counties, while the Handan event took place from September 20 to 23, showcasing local flavors and offering exclusive subsidies for vehicle purchases [2] - The Handan event attracted 50,000 participants and combined online live streaming with offline experiences, enhancing consumer engagement and brand penetration [2] Company Involvement - Qichen Automobile, a key participant in the events, has been deeply involved in promoting rural revitalization since its establishment in 2010, serving nearly 1.4 million users and transitioning to new energy vehicles by the end of 2022 [4] - The company has developed a comprehensive technology system covering hybrid, pure electric, and hydrogen energy vehicles, aiming to meet diverse urban and rural transportation needs [4] Future Implications - The series of events is seen as a model for industry collaboration in service of national strategies, enhancing the supply chain and stimulating consumption in rural areas, ultimately contributing to farmers' income and urban quality consumption [5] - Future activities are expected to further break down urban-rural barriers and promote mutual benefits between agriculture and industry, contributing to high-quality development and rural revitalization [5]

研究报告 橡胶周报 缺乏驱动长假临近，盘面或将偏弱震荡 投资咨询业务资格： 证监许可【2012】1087 号 期货从业资格证号：F0305828 投资咨询资格证号：Z0011566 电话：0931-8894545 邮箱：2367823725@qq.com 的免责声明。 摘要： 【行情复盘】 研究报告 研究员：张正卯 上周天然橡胶主力合约 RU2601 价格在 15280-15725 元/吨 之间运行，上周 RU2601 期货价格震荡整理，总体小幅下跌。 截至 2025 年 9 月 26 日上周五下午收盘，天然橡胶主力合 约 RU2601 报收 15470 元/吨，当周下跌 65 点，跌幅 0.42%。 【后市展望】 报告日期：2025 年 9 月 29 日星期一 上周国内天然橡胶期货主力合约震荡整理，总体小幅下跌。 展望后市，从基本面来看，供给方面，近期东南亚主产区 天气扰动影响割胶进度，提振原料价格，国内外主产区持续受 到天气影响，割胶工作开展受限，提振原料价格维持高位，但 是随着天气扰动有所减轻，后续存在较强上量预期，供给支撑 有所减弱。8 月天然橡胶进口数量同比环比均小幅增加。需求方 面，上周轮胎企业开 ...

华鑫证券近日发布研报指出，新能源汽车供给端电池及主机厂新品不断推出，需求端反馈积极，政策也 不断发力；价格层面，产业链历经价格大幅下行，资本开支不断收缩，供需格局不断优化，行业协会、 产业链公司均在积极优化产能与供给，力争价格保障企业盈利。 对此华鑫证券判断，整体而言产业链价格处于底部，价格易涨难跌，需求端韧性强劲，调整带来布局良 机，产业链核心公司估值处于历史较低水平，看好产业链优质公司。 【环球网财经综合报道】日前，在2025世界新能源车大会上，工业和信息化部副部长熊继军提出，将进 一步支持技术攻关，加快车用大算力芯片、操作系统、大模型、新体系电池等技术的突破，增强产业发 展的内生动力；进一步扩大市场消费，实施新一轮汽车行业稳增长工作方案，优化新能源汽车车辆购置 税、车船税等优惠措施，深入推进新能源汽车下乡。 海南省委书记冯飞则表示，海南省致力于建设全球新能源汽车整车及零部件贸易交易基地、售后配件转 运与售后服务支撑基地，面向国际市场，特别是热区市场的汽车适配标定与测试基地，推动设立供应链 数据平台和供应链跨境交易平台，构建以海南为中心、辐射主要海外市场的交易网络，努力把海南建设 成为中国汽车产业出海的重 ...

Core Viewpoint - The automotive industry in China is entering a critical sales period known as "Golden September and Silver October," with a surge in new car releases and government support for consumer incentives aimed at boosting sales [1][2]. Group 1: Government Policies and Support - The National Development and Reform Commission and the Ministry of Finance have allocated 69 billion yuan in special bonds to support the "old-for-new" vehicle replacement program, effective from September 1 [1]. - A new personal consumption loan subsidy policy has been introduced, allowing for fiscal subsidies on loans for household vehicle purchases from September 1, 2025, to August 31, 2026, covering amounts of 50,000 yuan and above [1]. Group 2: New Energy Vehicle (NEV) Initiatives - The government is promoting NEVs in rural areas through initiatives like the "2025 NEV Down to the Countryside" campaign, targeting counties with low NEV penetration and high market potential [2][4]. - The "Thousand Counties and Ten Thousand Towns" NEV consumption season, running from July to December 2025, aims to stimulate NEV sales in traditional peak seasons [2]. Group 3: Market Dynamics and Consumer Behavior - The county-level market represents a significant opportunity, with approximately 748 million residents and a consumption market share of 38% [4]. - NEV sales in rural areas are projected to exceed 2 million units in 2024, reflecting a 45% year-on-year growth and accounting for 22% of total NEV sales [4]. Group 4: Challenges in the County Market - Companies face unique challenges in the county market, including high price sensitivity, a strong demand for practical models, and the need for tailored marketing strategies [4][5]. - Successful penetration into the county market requires a shift in mindset, focusing on developing products that meet local needs and building a reliable service network [5][6].

Core Viewpoint - The automotive industry in China is entering a critical sales period known as "Golden September and Silver October," with a surge in new car releases and government support for consumer incentives aimed at boosting sales [1][2]. Group 1: Government Policies and Support - The National Development and Reform Commission and the Ministry of Finance have allocated 69 billion yuan in special bonds to support the "old-for-new" vehicle replacement program [1]. - A new round of automotive consumer subsidy policies has been implemented since September 1, which includes fiscal interest subsidies for personal consumption loans related to vehicle purchases [1]. - The "2025 New Energy Vehicle Going to the Countryside" initiative aims to promote electric vehicles in underdeveloped county markets, enhancing resource allocation to rural areas [2]. Group 2: Market Trends and Opportunities - The county-level market is becoming a new growth point for the automotive industry, with 7.48 billion residents living in these areas, representing 52.97% of the national population [4]. - The consumption market in county towns and villages accounts for 38% of China's overall consumption market, indicating significant potential for automotive sales [4]. - The cumulative sales of new energy vehicles in rural areas are expected to exceed 2 million units in 2024, reflecting a 45% year-on-year growth [4]. Group 3: Consumer Behavior and Challenges - Consumers in county markets exhibit high price sensitivity and a strong demand for practical, economical vehicles [4]. - Companies face unique challenges in these markets, including different channel networks, consumer perceptions, product adaptation needs, and infrastructure support [4][5]. - To succeed in county markets, companies must shift their approach to product development, user education, and after-sales service, focusing on local needs and building trust [5].

Core Viewpoint - The Ministry of Industry and Information Technology and eight other departments have jointly issued the "Automobile Industry Stabilization and Growth Work Plan (2025-2026)", aiming for annual automobile sales of approximately 32.3 million units and a 6% year-on-year increase in the added value of the automobile manufacturing industry by 2025, with new energy vehicle sales targeted at around 15.5 million units, reflecting a year-on-year growth of about 20% [1][2]. Group 1: Domestic Consumption Expansion - The plan emphasizes expanding domestic consumption as a core strategy, with initiatives including the promotion of over 700,000 new energy buses and logistics vehicles in 25 pilot cities for electric vehicles [1]. - It includes ongoing efforts to promote new energy vehicles in rural areas and improve charging and battery swapping facilities, alongside tax incentives for purchasing new energy vehicles [1]. - The plan also supports vehicle trade-in policies and encourages the optimization of purchase restrictions in regions with such limits [1]. Group 2: Supply Quality Improvement - The plan focuses on enhancing supply quality through technological innovation, targeting key technologies such as automotive chips and solid-state batteries, and fostering Chinese automotive brands [2]. - It aims to ensure supply chain stability through a dynamic monitoring platform and drive industry growth via the industrialization of intelligent connected technology and digital transformation across the sector [2]. - Key measures include the application of the Beidou system and the approval of L3-level (conditional automated driving) technologies, which are expected to translate technology into tangible benefits [2].

Domestic News - The Ministry of Industry and Information Technology and seven other departments issued the "Automobile Industry Stabilization Growth Work Plan (2025-2026)", aiming for total automobile sales of approximately 32.3 million units in 2025, a year-on-year increase of about 3%, with new energy vehicle sales targeted at around 15.5 million units, representing a year-on-year growth of about 20% [1] - The Ministry of Industry and Information Technology will continue to optimize tax incentives for new energy vehicles, including vehicle purchase tax and vessel tax, and will promote the "new energy vehicles going to the countryside" initiative [1] - As of September 10, 2023, the number of applications for the "old-for-new" automobile policy has reached 8.3 million, effectively promoting automobile consumption growth, industrial upgrading, and resource management [2] International News - Fitch Ratings downgraded France's long-term foreign currency issuer default rating from "AA-" to "A+", with a stable outlook [4]

Core Insights - The Ministry of Industry and Information Technology and seven other departments have issued a work plan for the automotive industry aimed at stabilizing growth from 2025 to 2026, targeting an annual vehicle sales volume of approximately 32.3 million units in 2025, representing a year-on-year growth of about 3% [1] - The plan sets a goal for new energy vehicle (NEV) sales to reach around 15.5 million units in 2025, with a significant year-on-year growth of approximately 20% [1] - The automotive manufacturing industry's added value is expected to grow by about 6% year-on-year in 2025, with a focus on maintaining stable growth in vehicle exports [1] Group 1: Domestic Consumption Expansion - The plan emphasizes accelerating the comprehensive marketization of new energy vehicles, with a target of selling 4.25 million NEVs daily to achieve the annual sales goal [1] - It includes initiatives to promote the electrification of public vehicles in 25 pilot cities, aiming to add over 700,000 NEVs in public transport, taxis, and logistics sectors [1] - The strategy also involves organizing activities to promote NEVs in rural areas and improving charging infrastructure to enhance electric vehicle accessibility for rural residents [1] Group 2: Supply Quality Enhancement - The plan calls for enhancing supply quality through technological innovation to stimulate potential consumer demand [2] - It encourages the implementation of major technological projects in the automotive sector, supporting innovation across enterprises of all sizes [2] - Key technologies such as automotive chips, operating systems, artificial intelligence, and solid-state batteries are prioritized to improve product performance and develop new features that meet consumer needs [2]

Core Viewpoint - The Ministry of Industry and Information Technology (MIIT) is actively promoting automotive consumption through a new round of policies aimed at stabilizing growth in the automotive industry, particularly focusing on electric vehicles [1] Group 1: Policy Initiatives - MIIT has released a new plan to stabilize growth in the automotive industry [1] - The ministry will continue to optimize tax incentives for purchasing new energy vehicles, including vehicle purchase tax and vessel tax [1] - There will be an ongoing effort to promote the adoption of new energy vehicles in rural areas [1]