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 ...

金秋九月，硕果满枝，2025人民车市消费节暨供销市集系列活动于邯郸、张家口两地先后启幕。这场跨越产业边界的盛会，绝非简单的消费展销活 动，而是供销系统与汽车行业深刻践行党中央乡村振兴战略、主动服务国家消费提振大局的"战略落子"——它以"城乡共生、双向赋能"为核心理念，依托 供销系统省、市、区、乡、村五级流通网络，串联起汽车产业的科技活力与农业领域的生态价值，让新能源汽车成为驱动乡村绿色转型的"移动引擎"，让 优质农产成为承载城市消费升级的"品质载体"，从根本上打通城乡要素流通的"最后一公里"，为破解发展不平衡不充分问题、构建新发展格局、扎实推进 共同富裕提供了可复制、可推广的实践样本，彰显了产业协同服务国家战略的责任与担当。 图为张家口站开幕式现场，众多市民聚集，共同见证活动开启，现场氛围热烈。 张家口站于9月19日在文化广场启动，以"'车''农'携手惠民集，城乡共庆丰收节"为主题，供销展区汇聚14个县区近百种农特产品，崇礼彩 椒、坝上牛羊肉等地域好物集中亮相。邯郸站则于9月20日-23日在邯山万达广场举办，以"供销甄选健康惠民丰收・购车季绿惠千万家"为主题， 创新融合线上直播与线下体验：农副产品区集结焦烧饼 ...

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]