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Recently, car dealers always feel miserable.
Although the demand for cars has increased dramatically,
Most car brands' output and sales are growing at the same time, but car manufacturers mostly adopt the strategy of increasing the number of agents to pursue the maximization of market share. Actually, the number of cars sold by each agent does not increase much. Even slightly reduced. Coupled with the continuous “squeezing†of car prices, the sales profits earned by car dealers from each new car generally show a downward trend.
On the other hand, the accumulated sales of one year and one year doubled the automobile after-sales service market, and its growth rate was far greater than the growth rate of agents. Therefore, as far as each car dealer is concerned, the profit of the automobile aftermarket is gradually larger than the trend of the sales profit of the whole vehicle, and it has become an indisputable fact. The automotive after-sales service market has gradually become the "killer" for dealers to compete in the end market.
The best way for companies to achieve this end market victory is to establish a 4S shop, but 4S shops make money without making money, which has become a topic of controversy among car dealers. Some say that the 4S shop has a large investment cost and a long payback period. As consumers, they are concerned about the price and after-sales service protection system. Some consumers think that wool is on the sheep. The investment cost of the 4S shop is so high that the car certainly sells expensive. As a result, consumers will be discouraged. So what exactly is the situation? Please listen to the answers from companies, distributors, and consumers.
Current guests:
—— Deputy General Manager of Foton Motor: Li Feng
——General Manager of Times Automobile Sales Company: Qin Fusheng
—— General Manager of Beijing Xingfang Weiye Automobile Trading Co., Ltd.: Zhang Shufang
Li Feng: The investment in the new 4S shop is increasing. The investment of the big 4S shop has reached tens of millions of yuan. It covers an area of ​​10 mu, and the liquidity is between 10 million yuan and 20 million yuan. The market profit of 4S stores has been greatly reduced. Some of the previously established 4S stores were rebuilt on the basis of garages or fittings factories. They segregated the market cake early because they seized market opportunities. How come late? Increasing the level of network management has become a top priority for every company. Times Automotive is to establish a market alliance with terminal distributors to establish a powerful marketing network system. The 4S store's front-to-back factory and in-depth service model have extended the 4S store dealer service system. These flagship stores will be sold in the key regional auto sales market, opening up the terminal sales network, and truly achieve "the best of the world."
Qin Fusheng: When the Times decided to build the first 4S store in Beijing, it would certainly carry out a thorough market survey in advance. The manufacturers would send people to the districts and supermarkets that plan to build 4S stores to see the flow of people and the flow of people, and to calculate the consumption level and purchasing power of the area. Take "Xing Fang Wai Yip" in terms of its significance: First, "Xing Fang Wai Yip" annual sales of 2,000 vehicles, accounting for 40% of the Beijing market share. Secondly, “Xingfang Weiye†is located in Beijing and can directly drive sales in the terminal market in Tianjin. Third, the “Xingfang Weiye†as the focus of radiation in North China, northeast, northwest three key regional markets. From the above three points of analysis, "Xing Fang Weiye" as the era's first 4S shop is not only profitable, but also shoulders a arduous historical mission. Times Automotive and distributors have established an integrated business model to achieve multi-functional and in-depth services, enabling consumers to enjoy extended service support brought by 4S stores.
Zhang Shufang: How to make the brand bigger and stronger in the era is a matter of concern to dealers in every era. Zhang Zong made a report to the reporter. If a brand car represented by a 4S store sells 2,000 units a year, theoretically speaking, after three years, its aftermarket is 6,000 vehicles, and its annual inspection, maintenance and spare parts The income may become the profit growth point of the 4S shop. However, in the market economy, we may actually see two extremes: The first is that if the 4S shop marketing is not in place, then its after-sales customer may only be maintained at 2,000 units, and its actual profits did not happen The second is that this 4S shop will be very marketing, not only to keep its own sales of vehicles, but also to attract the same brand of other 4S shop sales vehicles to join, then, this 4S shop customer group after three years may be It is 8,000 or even 10,000. Times Automotive has given us strong support from these dealers. We have only undertaken a small part of the cost of building the entire 4S store. But our task is also arduous. We are not only selling the era car, but also the brand in the era of sales. In the actual process of the next step, we should make full use of the times to build a good platform for us to make this brand bigger and stronger.