White paper on the survival status of car dealers under the "war epidemic" - Brilliance Jinbei

The sales amount in February was single digits, and the after-sales service output value was three digits. With data like this, even the stall owners selling snacks on the streets would probably make some jokes.

However, such sales volume actually occurs in brand dealerships in the automobile industry. In addition to the pressure of capital withdrawal, there is also the lack of hope, which are all huge rocks weighing on the shoulders of dealers. It's a tough time for this dealer to breathe.

The faces of the investors in this dealer were as cloudy as the weather in Changchun on the day of the interview. The dismal data in the first quarter of 2020 has had a huge impact on the sales of National V vehicles in inventory. If the market cannot recover quickly, this batch of commercial vehicles may become the straw that breaks the camel's back.

Looking forward to the rapid recovery of the automobile market can only be wishful thinking of dealers. However, personnel expenses and store rent are unavoidable expenses. With the confidence of this brand dealer, every day Losing little by little.

The next April and May are likely to be the moment of life and death for this dealer, but no one is willing to give up when they open their doors for business. To this end, on March 26, the automotive self-media cluster Guidou Che joined forces with Che Wenxuan, Che Wenzhi, Harbin Car Circle, Daqi Kanche, Harbin Car Buying Guide, Liuquan Car, Yujie Faner, and Xiaoqing Car Forum , Aiche Jueluo, Longche, Northern Auto Market, No. 1 Car, Driving Concept, Happy Sports Car Life, Listen to Me When Buying a Car, Xuanyuan Automobile Fair, Morning Blast Auto Market, China Jilin Network, Guandong Automobile Network and other three provinces and four cities in Northeast China 20 In the thirty-eighth article of the "White Paper on the Current Situation of Car Dealers" jointly launched by Yujia's self-media platform and website, Gui Ge visited the Brilliance Jinbei store in Jilin Province through a telephone interview and invested through the store. People's narrations show you their current living conditions!

After repeated communication, the investor of the Brilliance Jinbei store who was interviewed did not want to be named. For this, Gui Ge had to use the pseudonym Jin Gunsun (Xu Ning) instead.

1. Ghost Truck Cluster: Has your company officially resumed work? How many people are currently working in pre-sales and after-sales, and how much is the difference compared with normal conditions? On what day will work resume? What is the current situation?

Xu Ning, Brilliance Jinbei Store: Our store has not fully resumed operations. Currently there are 3 sales people and 5 after-sales people, which is about 30 under normal conditions. The specific resumption time depends on the relevant government requirements and the actual control of the local epidemic.

2. Ghost Truck Cluster: Affected by the epidemic, has your brand’s OEM launched epidemic response measures for dealers? What are the store's response measures? Are effective protection measures taken for store employees going to work and consumers entering the store to view or repair cars? How is it done?

Brilliance Jinbei Store Xu Ning: At the beginning of the outbreak, the Brilliance Jinbei main engine factory launched specific protective measures for dealers. The store has prepared disinfection and protective measures such as thermometers and disinfectants. When entering the store, you must wear a mask and cooperate with temperature measurement and registration.

3. Ghost Truck Cluster: Although February last year was the Spring Festival, how much difference will the sales volume have compared with the same period last year? Please tell us what the pre-sales volume and after-sales turnover were in February?

Xu Ning, Brilliance Jinbei Store: There is a huge difference. The vehicle sales volume in February was single digits, and the after-sales turnover was 3 digits. I won’t go into details.

4. Ghost Truck Cluster: What was most affected by the epidemic in February, sales or after-sales? What percentage will the output value differ from the same period last year?

Xu Ning, Brilliance Jinbei Store: The impact on sales and after-sales in February was huge. It is 70-80 worse than the same period last year.

5. Ghost Truck Cluster: Has the OEM canceled the February assessment indicators? Will it be affordable if the assessment indicators are resumed in March?

Xu Ning, Brilliance Jinbei Store: Brilliance Jinbei has canceled the February assessment indicators, and the March assessment has been determined to be at least halved.

6. Ghost Truck Cluster: In response to the current situation, has the OEM launched a dealer support policy? Can we ensure the most rational operation of funds now? Approximately how many cars are purchased in the form of acceptance bills? Where is the most difficult part right now?

Xu Ning, Brilliance Jinbei Store: The OEM has launched relevant support policies and strengthened online publicity support, and the store has also stepped up publicity on self-media. Most of our brands purchase goods with financial support from manufacturers. The most difficult thing at present is that the National 5 inventory is facing switching. It is still very difficult to process all the National 5 stocks.

7. Ghost Truck Cluster: Given the current situation, how long can the store last? If the epidemic lasts for three months, in which link will the first problems emerge? Car entry fee, rent or personnel expenses.

Xu Ning of Brilliance Jinbei Store: I can’t hold on for too long. The first issue that comes to the fore is personnel, followed by rent.

8. Ghost Truck Cluster: Are there any non-combat attrition in the store due to the epidemic? Are there any cases of employees self-isolating upon return?

Xu Ning, Brilliance Jinbei Store: This situation has not happened in our company.

9. Ghost Truck Cluster: The epidemic has caused a decrease in customers entering the store and a decrease in after-sales maintenance turnover. What behavioral changes will the epidemic bring to customers? What should be done to respond to changes in customer behavior? What adjustments have been made? For example: online car viewing, online sales and live broadcast car selling. What proportion of online sales currently accounts for it?

Xu Ning, Brilliance Jinbei Store: Sales consultants’ sales methods will continue to diversify, customers’ consumption habits will also change, and the role of self-media cannot be underestimated. At present, there are many more clues brought online than from other traditional channels, and there are also problems such as low clue accuracy.

10. Ghost Truck Cluster: In response to the reduced liquidity caused by the epidemic, did the OEM increase the discounts on the models on sale in February? Are there any subsidies in business policies?

Xu Ning, Brilliance Jinbei Store: None at the moment.

A message from Xiao Rui, general manager of Brilliance Jinbei 4S store in Changchun City: At present, all colleagues in the automobile industry are facing unprecedented challenges together during the epidemic. I believe that after the epidemic, new opportunities will follow. Come. I wish all colleagues to overcome challenges, seize opportunities, and win 2020!

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.