Car companies and dealers gather in "Shang Chao Store", and "old drivers" share the experience of new retail pit prevention.

In recent years, the new automobile enterprises represented by Tesla have achieved great success by adopting the direct selling model, which has forced the traditional automobile distribution model to accelerate on the road of innovation.

In the past two years, the major overseas automobile markets, which still maintain the traditional franchise distribution model, have also begun to think deeply and try new retail models. Mckinsey, a global management consulting company, has also prescribed prescriptions for German automobile retailers: focusing on digital channels fundamentally, turning to flexible circulating income flow, optimizing asset allocation, adopting zero-based budget and establishing resilient supply chain.

In China's automobile industry, this urgent atmosphere is more intense-the contradictions existing in the past, such as unreasonable production and marketing system, unscientific cost control of dealers and insufficient profitability, and opaque pre-sale/after-sale prices, have begun to intensify.

Insiders pointed out that the share of "cakes" robbed by new forces such as Tesla and Weilai seems to be small, and they have not deviated from the laws of traditional automobile manufacturing in terms of building cars. What they really "subvert" is actually the traditional automobile sales model, coupled with the maturity of new retail channels such as online sales, which makes the industry pay close attention to the future direction of traditional dealer channels.

Among them, some automakers have invested in new retail models such as "supermarket" (including direct selling and partnership system) around shopping malls and comprehensive commercial bodies, reaching an unprecedented scale.

"The Shang Chao Store is not a new trick. Many luxury brands have done it in the past (then called the city exhibition hall). Why can't we do it later? Why can Tesla and Weilai do so well? In essence, it is not because of how good their service is and how good their coffee is, but because they have achieved a breakthrough in their business model. " Gu Huinan, general manager of Guangzhou Automobile Aian, hit the nail on the head when interviewed by Auto News Agency at the 2020 Guangzhou International Auto Show. He pointed out that the Shang Chao store launched by traditional automobile companies (including dealers) is only an extension of 4S stores, and it is still a traditional sales "routine"-bargaining (fighting for prices, fighting for discounts, and pursuing quick deals), rather than a "hub" for brand management. There is no user stickiness and sustainability, so in the end,

In order to bring more convenient services to consumers of new energy vehicles, GAC Aian first put forward the concept of "15 minute pure electric travel circle" in the industry three years ago, from 25? Hour Experience Center (Sun), Exhibition Center (Moon) and Community Service Station (Star) have a three-level channel system of "Sun, Moon and Star".

In recent years, the brand's achievements have basically come from the "Sun" channel, which is still based on the traditional dealer model. Gu Huinan revealed that the three-level channel system will undergo drastic adjustment: starting from 202 1, GAC Aian will join hands with dealer partners to carry out in-depth innovation in business model, marketing service model and organizational culture, including attracting more "partners" through the "light capital" model, and more original community stores (stars) will also begin to make efforts gradually.

Faced with the "wave" of dealers scrambling to open supermarkets under the encouragement of manufacturers' subsidies (in different forms, some subsidies are half or more than the field rent), a person in charge of a 4S store with rich experience in high-end consumer goods and luxury car brands is quite worried: "Many people still don't understand the business logic here, and even bring the' bargain-hunting' that has been criticized by traditional channels to the supermarket. In addition, some people hold the mentality that the cost of' trial and error' is not high, and they can quickly' stop loss' if they are wrong. How can this last? "

So, what is the "business logic" of Shangchao's new retail model?

Jiang Jun, an investor of Shanghai Maiwo Automobile Sales Co., Ltd., who has run many supermarkets such as SAIC R An Baili South Store and Xpeng Motors An Baili South Store, said that the traditional dealer structure system was established based on the 4S store model, and its staffing system and salary system were not suitable for the creation of supermarket model. Because the 4S shop now makes money by maintenance, the bicycle rebate and commission for sales consultants are relatively low; The new force supermarket model adopts national unified pricing and standardized service, which not only ensures the consistency and transparency of product prices, consolidates consumers' confidence in product value, but also ensures that salespeople can get higher commission on bicycles and greatly improves their service enthusiasm.

"What many manufacturers and distributors don't notice is that the work intensity, difficulty and input-output ratio of Shang Chao stores are much higher than those of 4S stores." Jiang Jun further pointed out that the customers of traditional 4S stores are basically very clear in purpose and goal, and the so-called sales ability is "bargaining power" (whether there is a car, what price to sell and what to send); However, Shang Chao stores want to "capture" random customers (that is, incremental users as traditional dealers say), and "price killing" is no longer effective, which makes it difficult for traditional 4S store sales consultants to adapt to this work rhythm.

Now there is a change from "people in the freight yard" to "people in the freight yard", but many manufacturers often ignore the importance of "sales consultants". A well-done supermarket can bring more than 50% transactions brought by natural people flow, which is exactly what traditional dealers are not good at. "It is precisely because the vast majority of customers who come to the store are purposeless, casual and fragmented (they may take a look every time they pass by), so the sales staff of Shang Chao store can't' pick customers'. As long as the service is not in place once, it is likely to be lost. Therefore, many new car-making forces are more willing to recruit sales staff who have affinity in meeting people and waiting for things and have service experience in shopping malls and counters.

Nowadays, many traditional car operators are beginning to realize that there is something wrong with the idea that Shang Chao's new retail model is just "4S shop has changed a venue". If we don't study the nature of business circle (hub type, tourism type, business type, community type, etc.). ), the main customer base (including the fit with the product) and the rationality of the store, and conducted in-depth communication with the property, there is still no way to do a good job in Shang Chao store.

Take SAIC R Jiuting Jindi Plaza Store, which is in trial operation, as an example. The person in charge of the store visited the mall for more than ten times before signing in, and made a thorough investigation of the original merchants (a clothing brand) who had not moved out at that time, so as to clearly grasp the streamline/peak valley, population density, whether the products match the surrounding people, etc., so as to maximize the drainage effect according to the characteristics of the mall (for example, placing exhibition cars from the parking lot to the entrance of the mall, etc.). ).

"When friends are still waiting for drainage, our test drive has already driven to the customer's downstairs." Jiang Jun told Automotive News Agency that they will make full use of the convenience and flexibility of Shang Chao store and actively arrange on-site test drive during the gap period when users make an appointment to test drive in the store. "We not only pay attention to how to serve potential customers five or six times higher than traditional 4S stores, how to seize rare opportunities for the whole family, including' family decision makers', and how to achieve breakeven. We also expand our imagination through the nodes of Shang Chao stores and will soon launch an updated new retail model."

Write it at the end

Of course, Shang Chao's new retail model is not "omnipotent". At present, the demand for new energy vehicles in cities with restricted purchases is more mature, and the characteristics of residents in big cities with faster pace and only fragmentation time also make Shang Chao stores "like a duck to water". However, according to industry sources, as luxury brands, especially joint venture brands, accelerate their March into new energy vehicles, commercial bodies that meet the site selection requirements in Shanghai are gradually becoming scarce resources. Looking forward to 20021,manufacturers and distributors not only need to compete for "status", but also need to be more forward-looking and enterprising in the innovation of business model.

"I still firmly believe that the channel is king!" At the 2020 annual meeting of China automobile circulation industry held recently, Shen Jinjun, president of china automobile dealers association, believed that the channel (traditional dealer) will not die out for a long time to come, but the core of the channel is service. Judging whether a model is competitive depends on the efficiency of channels and the experience and satisfaction of consumers. As he called for, the majority of automobile dealers can only regain the trust of consumers if they face the future, take the initiative to embrace change, improve efficiency with digital drive and dare to cross-border cooperation.

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