White Paper on the Survival Status of Auto Dealers under the "War Epidemic"--Dealer Group

Once upon a time, South Lake Road was crowded with people and traffic, with dozens of automobile 4S stores staggered on both sides of the road, which didn't seem dense and crowded. The daily ushering in of customers from all directions, so that the whole street is full of vitality, lively and extraordinary.

With Suzuki started this auto dealer group, is one of the earliest batch of auto 4S stores. 10 years of persistence, accumulated a large number of customer resources and good reputation, but also had a few consecutive years ranked in a single brand of the national sales list of the top three, has developed into a Rongwei, Suzuki, BAIC new energy, BAIC Changhe, BYD, and so on, five car brands, more than 110 employees! The whole car sales group of companies, in the whole Jilin Province, is also quite large.

February 16, in the automotive group of a salesperson's circle of friends, released on duty in the store photos, with the previous day's noisy different, quiet store, so that the entire showroom seems unusually empty, in addition to the camera behind the camera, the showroom is lifeless.

This is a microcosm of all the auto 4S stores in Jilin province, because of the impact of the epidemic, the original plan to resume work on February 10 has been delayed, the vast majority of employees are at home waiting for the news of the resumption of work of the enterprise, and the person in charge of the various 4S stores, and almost every day to pay attention to the development of the state of the epidemic, as well as the government issued the relevant information.

To this end, the automotive self-media cluster ghost bucket car joint car Wenxuan, Guandong automotive network, six circles of the car, Xiaoqing car forums, harness sister paradigm, car smell know, love car Jueluo, dragon car, the northern car market, the one car, Harbin car buyer's guide, drive the view, the big flag Kan car, Le sports car life, China Jilin network and other northeast provinces and four cities of the self-media platforms and websites *** with the launch of the "Auto Dealer Survival Situation White Paper" series of reporting group, on February 17th to find the general manager of the automobile group, and conducted a telephone interview, from the person in charge of the expression, ghost can clearly perceive its anxious but helpless emotions.

Because the store is currently operating too poorly, for privacy reasons, we continue to use the pseudonym Zhiduoxing (Wu Yu) instead of the general manager of the automotive group.

1, ghost bucket car cluster: first of all, pay a good night, but also wish all the employees of our business are in good health. You are now in the unit, right, from when to resume work? In your staff's circle of friends, the store why you can hardly see people?

Group Wu with: Thank you, but also wish you a new year of good health. February 10th it, the original did not expect the epidemic will develop to this state now, originally in accordance with the February 10th resumption of work to do the preparations, but then the government has issued a relevant notice to delay the resumption of work, so the store arranged for the duty to stay on duty, most employees are at home to maintain isolation, waiting for the notice of resumption of work.

5 stores together less than 20 people on duty every day, after-sales maintenance staff in the workshop, so the distribution to the various places, certainly also can not see what people.

2, ghost bucket car cluster: a *** only 10 people work, no wonder, I remember our staff more than 100 people it, that a few people work, February sales task how to complete? Manufacturers are not on the dealer's assessment standards have been adjusted? The company's sales team has been working hard to ensure that the company is able to meet the needs of its customers.

Group Wu with: Well, we have more than 110 employees, and now according to the call, the prevention and control of the epidemic is the top priority, as for the sales task, the manufacturer did make the corresponding adjustment, our store on the staff, this month also canceled the assessment, until after the normal resumption of work, and then make adjustments.

Nor, occasionally there are one or two groups of customers, the main marketing approach is still changing, almost all sales consultants, have opened a live platform on the network, through new ways to sell, can sell one is one, at present, this is also considered the best way.

3, ghost bucket car cluster: this time to be able to enter the store to see the car, that can really be just customers, that we target these customers, is not also some effective protection policy?

Group Wu with: Yes, one in order to ensure the health of customers, but also to ensure the health of our employees, the store prepared masks, customers need to enter the store to replace the new mask, and the store to ensure that every four hours to disinfect, this time, the trouble is a bit of a hassle, but both the customer and the staff, which is still expressed understanding.

4, ghost bucket car cluster: just now we said that the manufacturer of our 4S stores in February sales targets have been adjusted, that is adjusted down by how much percentage, or cancel the assessment indicators?

Group Wu with: canceled, due to the date of resumption of work is still uncertain, and February has passed most of the month, even if the work is now open, in the remaining days, can not guarantee the resumption of normal sales channels. The original assessment indicators, in this situation, simply can not be realized, cancel the February assessment, but also manufacturers to dealers of one of the support policies.

5, ghost bucket car cluster: but as far as I know, the stock era of the car market, even if there is no assessment target pressure, our inventory pressure is also relatively large, right? Under this kind of pressure, I'm afraid that the days after the resumption of work will not be so easy, right?

Group Wu with: haha, you are the industry's old man, that's right, take us as an example, now the inventory sales ratio is 4:1, this ratio, even if it does not affect the normal operation of the enterprise, but the sales of the month of February has fallen sharply, there is more than a month of gap, so the pressure on the inventory will increase instantly, so, as you say, after the resumption of work, the days, but also is not easy ah?

6, ghost bucket car cluster: I just noticed that you said in February, with the sales decline, rather than sales stagnation, right? This proves that there were still sales generated in February, and what would be the approximate percentage for this month compared to last year?

Group Wu Yu: Well, although February is not yet over, but according to my estimation, the overall sales, there will be a decline of more than 80%, and do not rule out the number worse than this, in addition, the after-sales decline is even greater, certainly even less than 10% of the same period last year.

7, the ghost bucket car cluster: that such a situation, the direct consequence is that the funds can not be returned, that will affect our normal operations, to put it bluntly, that is, the pressure on our capital is not big?

Group Wu with: capital pressure, at present see also do not have to worry about this, the company's capital operation is still no problem, and, SAIC and other individual brands also gave 3 months interest-free policy, which at least can be relieved to a certain extent. However, what happens next is anyone's guess, when the epidemic will be brought under control and when it will be able to enter the normal sales pattern, it is hard to say, and at this time the staff's salary will become the largest part of the store's expenses. At this time, manufacturers and dealers need to come together to face the difficulties.

8, ghost bucket car cluster: Well, individual manufacturers to give the financial policy, indeed can ease the financial pressure, but fundamentally still depends on the strength of the dealers themselves, we are sure to lose money in February, easy to disclose how much loss?

Group Wu with: the above car Rongwei for example, the entire February, the company expected the loss of at least 1 million, because although the epidemic business can not operate normally, but the wages of employees, we will not owe a penny.

9, ghost bucket car cluster: although for the resumption of work date has not been an exact statement, but whether it has been ready for a full resumption of work? If you can resume work your group is able to achieve full staff?

Group Wu with: we do not regularly communicate with the staff, as the company has nine provinces back to the long staff, has been isolated at home for more than half a month, and is currently in good physical condition. As long as the order to return to work is given, all personnel can be on duty at any time.

10, ghost bucket car cluster: that according to your judgment, in a short period of time, the traditional way of sales and maintenance, whether there will be changes? Will this new way, replace or how long will it take to replace the traditional model? After the epidemic, will the vehicles be sold at reduced prices?

Group Wu with: changes must be there, I said, now we carry out the online car, network sales and live selling business, some young car owners also accept this way, although at present in the transaction has not been too much of an upturn, but at least it can also play a role in the opening up of the role of the customer, and, over a period of time, this mode of sales will be gradually valued, but also will become the Supplement to the traditional sales model. The number of after-sales appointments is gradually rising, and we believe that after the epidemic, the number of after-sales visits to stores will certainly precede the outbreak of sales. At the same time, we now also have door-to-door repair and maintenance services for car owners, a service that has been recognized by many car owners. However, when can replace the traditional model, I think it is so that the traditional sales model and network sales model will coexist for a long time.

This depends on the policy given by the manufacturer, there are no incentives for the models on sale have been introduced. As for, whether there is a promotional policy after the epidemic, we will promptly communicate with the manufacturer.

Huatong Motors message: I believe that the epidemic will soon pass, as a mature vehicle sales company, we never fear difficulties, with the support of manufacturers, the efforts of all staff, and a number of owners of the trust, we are fully confident to get out of the doldrums, to ensure that the shortest possible time to achieve the return of sales, and, at the same time, will be to the owners of the past support Huatong, to make a return.

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