When the bustling business district opens a shop to sell cars, Geely will compete with the new forces to build cars to grab customers.

It is very important for car brands and 4S stores to find potential customers.

Because the result of gathering customers directly determines whether the new car sales can be carried out continuously and stably. Even in the long run, the number of after-sales maintenance workshops is closely related to it, so it is no exaggeration to say that gathering customers is the lifeblood of 4S stores and even brands.

However, due to the large scale and area of 4S stores, 4S stores are rarely opened in the city center for cost reasons. For example, Chengdu's mainstream 4S gathering places such as Airport Road, Yangxi Line and Sansheng Township are all located outside the Third Ring Road.

Because the geographical location is not dominant, the ability of 4S stores to collect customers is relatively weak, and the customers who can come to the store at random are actually prospective customers with strong intention to buy cars.

How to further tap more potential customers on this basis is a big problem.

Besides regular offline outreach and online gathering, are there any other new methods?

If we want to talk about innovation, then the practice of the new car-making forces in the sales field seems to be worth learning.

First of all, compared with the traditional car companies, the fledgling new car-making forces such as Weilai, Tucki, Weimar and Ideality are far from the traditional car companies in brand influence.

If you enter the suburban 4S shop gathering place like other traditional brands, it is tantamount to mud cows entering the sea.

Therefore, in order to gain higher exposure, the new car-making forces have chosen to open stores in the bustling business district, which can now be seen in the mainstream business districts of first-and second-tier cities in China.

Judging from the actual situation of the brand itself, this is almost the most perfect solution at present.

First of all, the models of the new forces are relatively simple, unlike traditional car brands that need huge exhibition halls to put down all products. The small shop area in the business circle can meet the demand of the exhibition.

At the same time, the brand awareness of the new car-making forces is low, and a large number of business people can effectively expose the brand. Whether the car can be sold is not discussed for the time being. At least high-frequency exposure can make the brand widely known, which is also a good result.

Although the pain points and demands of traditional brands are different from the new forces of building cars, the practice of opening stores in the bustling business district is also worth learning.

After all, the continuous flow of people in the business circle is enough for 4S stores to envy, and this is the best time for 4S stores to gather customers. Perhaps it is out of this idea that western Geely opened an experience center in Jinhua Wanda, Chengdu.

Judging from the on-site display, the overall fashion and avant-garde style of the experience center is even similar to the booth of Lectra at the auto show.

It is precisely to highlight the nature of the trend. Not only did the exhibition car choose icon, which is at the forefront of fashion, but even the exhibition hall was filled with modified products around the vehicle, such as wheels, exhaust, steering wheel, etc., and the overall style and sense of grade were improved.

Seeing this, it seems that this experience center is just an upgraded version of 4S shop outreach. Spreading brand image and attracting potential users to keep their books are its core functions, and it even feels a little different.

However, after communicating with the staff, we found that it was not so simple. Although the area of the experience center is not large, it has many functions compared with 4S stores.

In addition to the static experience, the experience center has specially prepared some popular models in the underground parking lot of the shopping mall to provide test drive service. If you are really excited after the test drive, you don't have to go to the 4S shop, and the process of booking a car by swiping the card can also be completed in the experience center.

It seems impossible to go shopping with my wife to buy a new car, but it has become a reality by Geely.

So if one day you want to see a new car and your wife wants to go shopping, what should I do if I don't teach you?

Jin Shu Changyan

The new retail of automobiles is a hot topic in recent years.

But no matter how innovative, the traditional 4S shop model can never be subverted.

Although there are some shortcomings in 4S mode, it is the most suitable mode for China automobile market at present. Since it is impossible to break the old ones and build new ones, it is a good way to check and fill the gaps in the 4S shop model.

The attempt made by Geely Automobile Experience Center is actually a good choice. For manufacturers, after breaking the location restrictions of 4S stores, it is natural to better convey the core value of the brand to consumers by displaying tangible products and services through the bustling business district.

So from the consumer's point of view, would you like to go to such an experience center to learn about your favorite products?

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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.