White paper on the survival status of auto dealers under the "war epidemic"--Changan Auchan

Changan Auchan, which had a high-profile launch of its new car at the Great Hall of the People in 2019, suffered the coldest market since its launch, which was the grayest moment in the national car market, and Auchan naturally was not spared.

The Chang'an Auchan 4S store, which was supposed to make a big splash in 2020, had to hold off on its execution. Although the store has resumed work in full swing, it will take quite a while for the market to recover. the dismal sales figures for February have caused the store's vehicle inventory ratio to surge, almost double that of the same period last year.

Meanwhile, the epidemic has also spawned many new marketing methods, with online car viewing and live sales modes of selling cars accounting for 40 percent of total sales, and door-to-door service campaigns launched after the sale. But the auto industry, which has been relying on traditional marketing methods, is unlikely to complete a complete transformation of marketing methods in a short period of time. Every day, all salespeople, in addition to online live broadcasts, are looking forward to customers coming to their doors.

In the exchange with the person in charge, we learned that this Changan Auchan 4S store can be said to be full of high morale, in the manufacturer's support, fully confident in this year to play a beautiful turnaround battle.

In order to understand more about the real status of the Changan Ou Shang 4S store, the automotive media cluster ghosts fighting car joint Harbin car circle, car Wenxuan, six circles of the car, harness sister Fan'er, Daqi Kan car, Xiaocheng car forums, car smell know, love car Jueluo, dragon car, the north of the car market, the car, Harbin car guide, driving view, music car life, buy a car to listen to what I say, Xuan Yuan will be the car, the morning explosion of the car market, the China Jilin Network The car market, China's Jilin network, Guandong automobile network and other northeastern provinces and four cities of more than 20 media platforms and websites *** with the launch of the "auto dealers survive the status quo white paper" series of reports on the twenty-eighth, ghosts through the form of telephone interviews to take you to find out the truth!

After repeated communication, the interview with the Changan Ou Shang 4S store related to the person in charge does not want to disclose his name, to which the ghost had to use the pseudonym of the double gun will (Dong Ping) to replace.

1, ghost bucket car cluster: May I ask whether your company has officially resumed work? At present, how many people work in pre-sales and after-sales respectively, and how much difference compared with the normal state? Specifically which day of the resumption of work, how is the status quo?

Changan Auchan Dong Ping: At present, work has officially resumed. There are 14 people in the pre-sales and 23 in the after-sales, and basically all of them have returned to work, except for some employees who are not allowed to return to their jobs because of the different locations. since the resumption of work on February 17th, there have been no cases of fever or coughing among the employees of the company.

2, ghost bucket car cluster: affected by the epidemic, your brand host factory has launched the epidemic response measures for dealers? What are the in-store response measures? Store employees at work as well as into the store to see the car and repair the car consumers are effectively protected? What exactly is being done!

Dong Ping: Chang'an Ou Shang OEM has provided a certain number of masks for the store in time to solve the problem of difficult procurement of masks. The store is sterilized three times a day in the morning, midday and evening, and all staff are required to wear masks on duty. In the morning, temperature testing is carried out, and show cars and test cars are sterilized using a sterilizer; staff lunches are served in the form of lunch boxes; consumers entering the store to look at cars and after-sales repairs and maintenance must wear masks and measure their temperatures, followed by relevant identity registration, and a separate area is also provided for after-sales consumers to wait.

3, ghost bucket car cluster: despite the fact that last February was the Chinese New Year, but how much difference in sales will be compared to the same period last year? Please tell us about the number of in-store sales as well as the after-sales turnover in February?

Changan Auchan Dong Ping: affected by the epidemic, the length of work in February this year is about ten days, compared with the same period last year, the difference in sales is about double. The amount of store since the late February 24, there is a significant improvement in the after-sales maintenance customers as far as possible by appointment, and in the early notification of maintenance customers as far as possible to delay maintenance, after-sales turnover of about 140,000 yuan.

4, ghost bucket car clusters: February by the epidemic what is the biggest impact, sales or after-sales? What percentage difference would the production value be compared to the same period last year?

Changan Auchan Dong Ping: the biggest impact is the pre-sales sales, February 24 before the store customers are very few. The sales volume is about 53% less than the same period last year, and the after-sales value is about 60% less.

5, ghost bucket car clusters: host factory whether to cancel the February assessment indicators? Inventory ratio is about how much, compared with the same period last year, how many percentage difference? If the assessment indicator is restored in March is it affordable?

Changan Auchan Dong Ping: Changan Auchan host factory has reduced the February assessment standard. The current inventory ratio is about 4:1, and last year the inventory ratio was about 2.7:1. From the current point of view, March can basically fulfill the host plant assessment indicators.

6, ghost bucket car cluster: to deal with the current situation, the host factory whether the dealer support policy? Can we now ensure the most rationalized operation of the funds? About how many cars are in the form of promissory notes into the goods? What is the interest rate for one month? Where is the most difficult part of the current situation?

Changan Auchan Dong Ping: Changan Auchan host factory in the first time launched a deferred repayment and other policy support. At present, it seems that the operation of funds is not a problem. The store has 60% of the vehicles in the form of promissory notes. The interest rate is about 130,000 dollars. At present the most difficult is to solve the problem of company profitability, after all, no profit company will be difficult to support.

7, ghost bucket car cluster: given this current state, how long can the store last? If the epidemic lasts 3 months, the first problems highlighted will be in which part? The cost of entering the car, rent or staffing expenses.

Changan Auchan Dong Ping: If the epidemic continues? The most prominent is the personnel expenses, because the current sales volume is not enough to reach the profit point, and the rent, interest and other expenses are also relatively large.

8, ghost bucket car cluster: the current store whether there is because of the epidemic caused by non-combat attrition? Are there any employees returning to self-isolation?

Changan Auchan Dong Ping: There is no attrition at present, the company requires that employees returning from other places need to carry out self-isolation for 14 days.

9, ghost bucket car cluster: the epidemic has caused a reduction in the number of customers entering the store and a reduction in the turnover of after-sales maintenance, may I ask what behavioral changes the epidemic will bring to the customers, to deal with the customer's behavioral changes in what adjustments have been made? For example: online car viewing, internet sales and live car selling, what is the proportion of internet sales at present? Are there any door-to-door repair and maintenance services for existing car owners, and what is the proportion?

Changan Auchan Dong Ping: For this epidemic, the amount of store has seen a marked improvement, for the usual public **** transportation, there is no substitute vehicle for the group, now may be the purchase of the car plan in advance; by the impact of the epidemic, some consumers can not understand the vehicle through the offline, can only go online to get the relevant information, in this regard, in February, the host plant of the Changan Auchan carried out a national online group-buying activities, online sales also do not know what to do, but to get the information. In response, Changan Auchan's host factory launched a nationwide online group-buying activity in February, and network sales did take shape during this period. At present, the proportion of online sales is about 40%. As for the provision of door-to-door repair and maintenance services, due to the lack of corresponding facilities in the customer's region, some problems cannot be solved through door-to-door services, so the proportion is not high.

10, ghost bucket car cluster: to cope with the reduced mobility caused by the epidemic, did the OEMs increase the discounts of the models on sale in February? Are there any subsidies in the commercial policy?

Changan Auchan Dong Ping: Changan Auchan host plant in early February when issued on the February marketing program to cope with the impact of the epidemic, the host plant in February and March business policy are individually given the appropriate subsidies.

Dong Ping, the person in charge of a Chang'an Auchan 4S store, said: With the epidemic gradually under control, the car market will usher in a sales climax, and Chang'an Auchan is ready to deliver products of the best quality to customers at the fastest speed. Go China! Go Wuhan! Chang'an is ready to deliver the best quality products to customers as quickly as possible!

This article comes from the author of the automobile home car family number, does not represent the views of the automobile home position.