Parking space sales skills

Believe that your product is a necessary condition for a sales representative: this confidence will be passed on to your customers. If you have no confidence in your product, your customers will naturally have no confidence in it. Customers are talked about not so much because of your high logical level, but rather because of your deep confidence. The following is the relevant content of parking space sales skills I have compiled for you, hoping to help readers.

Parking space sales skills: selling cars by selling McDonald's

? Nowadays, the competition in the automobile market is so fierce that companies and brands that enter later must develop rapidly in a special way in order to gain a firm foothold in the market. ? On the eve of Dongfeng Shen Feng's appearance, a senior official of Dongfeng Motor Group said.

After two years of preparation, Dongfeng Shen Feng chose the mid-level car with the largest sales volume as a breakthrough.

Recently, the purchase tax policy has been adjusted.

Stimulated by the adjustment, this market range is getting hotter and hotter. However, as the top management of Dongfeng Group said, the layout of joint venture brands in China was completed in 2002, and independent brands also include BYD F3 and Chery, so the road to breakthrough is not easy. Abandoning the traditional practice of building 4S stores on a large scale, Dongfeng Shen Feng tried to use McDonald's roadside stores and shopping centers to create a new road in China's automobile industry. Li Chunrong, deputy general manager of Dongfeng Passenger Car Company, said? We want to be China's McDonald's. ?

? McDonald's in the automobile industry?

After Guangqi Honda launched its 4S store in China, this model was followed by domestic automakers. The Measures for Automobile Brand Management promulgated in 2004 further clarified the dominant position of manufacturers and strengthened the sales model of 4S stores. However, with the intensification of competition, it is increasingly difficult for 4S stores to make profits. Under the impact of the current financial crisis, there were originally? Printing machine? The reputations of Guangzhou Toyota, Guangzhou Honda and other 4S stores have also seen a sharp decline in profitability. Therefore, the capitalist's desire to invest in the construction of automobile 4S stores is weakening.

Independent brand cars with weak profitability are about to fall into the contempt of dealers? Chicken ribs? . ? Don't invest anything in a store with your own brand. A person in charge of a group company in the Yangtze River Delta told CBN reporter. This has also created great difficulties for the newcomer Dongfeng Shen Feng. How to establish a huge national sales network stably and effectively? Li Chunrong's solution is leasing and renovation. We are different from others. You don't have to build a new store, but you cleaned it up and unified our image. It is also a big brand. ? Li Chunrong taught Shandong dealers this way. An interesting phenomenon is that, according to marketing psychology, the impulse to buy something you often see is 100 times stronger than when you don't see it? . This is an important factor for businesses to stimulate consumption, but due to the huge cost of building stores, automobile 4S stores are gradually fading out of the crowded city center.

In Shanghai, most automobile 4S shops are located outside the outer ring road. Shanghai is an inch of land and gold. Who has the money to open a shop downtown? Even if you build a store, can you earn back the expensive rent and the cost of building a store? The dealer said that 6,543,800 yuan has almost become the threshold for building a standard 4S shop in Shanghai. Because of this, 4S stores tend to move to the suburbs with cheaper land prices. But for consumers, the convenience of buying a car is greatly reduced, and the factors that reduce the desire to buy exist objectively. ? Where there are customers, we will build a specialty store there. Without emphasizing form, this is McDonald's in China. ? Li Chunrong said? McDonald's can do it, why can't we? They (referring to other companies) should go to the countryside to build, and we should build a store close to our customers. ? According to him, 80% franchise stores in Dongfeng Shen Feng will be planned according to this idea, and the renovation of other companies' stores is also under consideration. Zhejiang, Chengdu and Guangzhou have nearly completed specialty stores. On the visual effect, Dongfeng Shen Feng pursues the unified visual effect of McDonald's style.

Mid-level car strategy

According to the plan, Dongfeng Shen Feng will release the first independent new car at the Shanghai Auto Show, which is a car with a displacement of 1.6 liter, and the price is about 80,000 yuan. From the perspective of new car strategy, Dongfeng Shen Feng did not follow the high-end entry of SAIC Roewe and JAC, but directly aimed at the mid-level car market, which accounts for nearly 40% of the passenger car market. Stimulated by the adjustment of purchase tax, the sales of mid-level cars are extremely hot. Dongfeng Nissan, Beijing Hyundai and other brand 4S stores continue to be out of stock. This market undoubtedly provides favorable conditions for Dongfeng Shen Feng to enter. But Li Chunrong didn't let his guard down. So far, almost all automobile companies have completed the basic layout in China, including Chery Automobile and Geely Automobile. The space of independent brands is gradually being filled, and the competition is very cruel. ?

Elantra and Excelle have an unshakable dominant position in the mid-level car market, and Elysee of Dongfeng Shenlong will also be the strong rival of Dongfeng Shen Feng. According to incomplete statistics, there are more than 50 competing models in the mid-level car market. What is the internal name of Fengshen's first model? S30？ It will be equipped with Dongfeng PSA 1.6 liter engine, Japan Aisin automatic gearbox and French horse manual gearbox. According to insiders of Dongfeng Shen Feng, the price of the main models will be around 80,000 yuan. This pricing is 65,438+0,000 yuan lower than Elantra and Excelle, which makes it have a considerable price advantage.

In addition, in order to further stimulate the enthusiasm of dealers. Dongfeng Shen Feng infinitely magnified the power of dealers. This move is quite different from the current reality. Many manufacturers set up 4S stores with different investors in one area to promote competition and strengthen control. Li Chunrong did the opposite:? As long as you do well, as long as you still want to do it, I'll do it for you. The second is you, and the third is you. You are the sweat on our grassland. ?

Parking space sales skills: Subdivision industries have great competitive advantages.

1, benefiting from the industry boom, the sales growth rate in the first three quarters of 2007 was obvious.

Dongfeng Motor Co., Ltd. mainly deals in Dongfeng series light commercial vehicles, Dongfeng Cummins engines, Zhengzhou Nissan SUVs and pickup trucks.

In the first three quarters of 2007, a total of 833,200 light trucks were sold nationwide, up 65,438+04.75% year-on-year (excluding incomparable factors such as Nan Jun and Ma Xinlong), among which the company sold 8,765,438+035 light trucks, up 65,438+06.25% year-on-year; A total of 30,000 pickup trucks/kloc-0 were sold nationwide, up by 15.95% year-on-year, of which the company sold 2 1 6,21vehicle, up by 21%year-on-year; A total of 252,000 SUVs were sold nationwide, up 565,438+0.72% year-on-year, of which 8,925 were sold by the company, up 84.69% year-on-year.

2. The full range of light trucks and unique marketing methods are the reasons for the hot sale of light trucks.

There are two reasons why we judge that the sales growth rate of the company's products is much higher than the industry level: First, compared with other manufacturers, the company has a wide range of products, with the full range of light truck products covering 1 ton to 4 tons, and the price covering 30,000 yuan to140,000 yuan; Secondly, the unique marketing method, Dongfeng Yulong Automobile Sales Co., Ltd. is the first Sino-foreign joint venture automobile marketing organization, and its main business is the sales of light trucks. Dongfeng Yulong implemented marketing schemes for different products, and conducted targeted product research, market research, network layout and marketing strategies, which made the company's sales of light trucks significantly better than other key enterprises. The company's light truck business will make great contributions to the stability of the company's future performance.

3. Cummins' domestic sales and exports are 50-50, and it is expected to stabilize its performance in the future.

In the past, Cummins engines were only equipped with heavy trucks of Dongfeng Group, so engine sales were greatly affected by heavy trucks of Dongfeng Group. Because of this, the company experienced the overall shrinkage of the heavy truck industry caused by the slowdown in fixed assets investment in 2005. Systemic risk? . In recent years, influenced by the policy of toll collection by weight and overload control on expressways, heavy trucks have a tendency to gradually replace medium and heavy trucks. Therefore, the market share of Dongfeng Group, which mainly produces medium and heavy trucks, is being eroded by China Heavy Duty Truck (market share bar). So, if only equipped with Dongfeng Group, Cummins must also bear this responsibility? Nonsystematic risk? .

The company is also aware of the weakness of this internal supporting model, and Cummins engine has gradually opened up supporting markets outside the group in the past two years. At present, the internal support and external market support of Dongfeng Group have been half-opened. The external supporting markets are mainly distributed in construction machinery, large buses, marine engines and generators. It is foreseeable that Cummins' contribution to the company's performance in the future will hardly be as ups and downs as in previous years.

4. The competitive advantage of sub-sectors determines the profit contribution of Zhengzhou Nissan.

Gradually enriching the product variety will enhance the profitability of Zhengzhou Nissan: Zhengzhou Nissan is the largest production base of medium and high-end pickup trucks in China, and its leading products include Nissan pickup trucks, Ruiqi pickup trucks and paladin sport utility vehicles. Top financial classics

The dual-brand strategy currently implemented by the company enabled the company to add an Odin SUV and a Yuxuan MPV in September 2007. The increasingly rich product line further strengthens the future profitability of Zhengzhou Nissan.

High-end trucks occupy a leading position in the industry: the competitors of Zhengzhou Nissan's high-end pickup trucks are mainly Qingling, and the price is about 1 10000, while the price of Zhengzhou Nissan is about 12000. In 2002, Zhengzhou Nissan's market share reached more than 50%, becoming the top brand of Piccadilly. After 2004, the market share was close to 60%, and the market position was relatively stable.

Paladin SUV stabilizes the market share of high-end off-road SUVs: paladin put it on the market in 2003, and Traka and SPORT also put it on the market in the same period. After experiencing the external environment that was not conducive to the development of large-displacement off-road SUVs in 2003-07, as well as the competition and impact of new urban SUVs such as CR-V and Tucson, the market of high-end off-road SUVs continued to shrink. Cheetah sales declined, and Traka's monthly sales volume was more than 100, which was on the verge of production suspension. SPORT stopped production after the implementation of consumption tax in 2006.

Paladins also face the same squeeze. Therefore, Zhengzhou Nissan has carried out sports marketing and competed in the world's top event Dakar Rally for three consecutive years, highlighting the unique advantages of paladin. With the decline of product life cycle, the price and product configuration of this model were adjusted in time in 2007, and the annual sales volume is expected to exceed 9000.

In the future, with the listing of Odin and Yuxuan, we expect that the proportion of sales revenue and profits contributed by Zhengzhou Nissan to the company will further increase.

5. Maintenance? Cautious recommendation? grade

We predict that the company's earnings per share in 2007, 2008 and 2009 will be 0.3 1 yuan, 0.46 yuan and 0.6 1 yuan respectively. Considering the influence of Dongfeng Group's return to A as a whole, we give the company 30 times PE with a target price of 9.3 yuan, and maintain the company's cautious recommendation rating. (This article Source: changjiang securities)