Automobile negotiation

[car home? Industry] Xiamen, also known as Ludao, is an important center, port and scenic tourist city along the southeast coast, and it is also one of the special economic zones in China. The spring-like climate and Gulangyu Island make this beautiful city develop rapidly in recent years and become a "holy land for online celebrities". Among many car brands, Acura and Lincoln, as representatives of small luxury cars, have a natural fit with the city. Today, "Car Dialogue" went into two representative 4S stores in Xiamen to listen to the unique stories brought by local dealers.

"Car Talk" is a platform carefully built by car home to share and communicate with car dealers. Each issue holds offline salon activities in many parts of the country, which is closely integrated with online content reporting. Up to now, it has covered nearly 200 cities across the country, held more than 800 salon activities, covering more than 7,000 front-line managers of dealers. Through in-depth insight into the focus topics of dealers, Car Talk tries to empower dealers to develop their business and promote the progress of China's automobile industry.

30-second speed reading:

1. According to the data in September, the global auto market is picking up more and more obviously, and Xiamen, as an island tourist city, is generally in sync with the general trend, although it has certain particularity. ? 2. Acura and Lincoln, as two niche luxury brands, have their own business methods, which are re-promoted online, and some activities that are in line with Xiamen's local "temperament" will be held offline. ? 3. The two stores of Jianfa Group have been recommending three models for us: Acura RDX-Apec customized version, Acura CDX hybrid version and Lincoln Adventurer.

◆? The national auto market is picking up, and island cities are more special.

Before turning our attention to stores, let's review the overall automobile market in 2020. According to the latest production and sales data released by China Automobile Association, in September 2020, China's automobile sales reached 2.565 million, up 17.4% from the previous month and 12.8% from the same period last year. By the end of 10, the growth rate has remained above 10% for five consecutive months. Among them, the sales volume of passenger cars reached 2.088 million in September, an increase of 19% from the previous month and an increase of 8. 1% year-on-year, hitting a new high in the year. From June 5438 to September, the decline of passenger cars narrowed, and the whole industry showed a rapid recovery trend.

"Source: China Automobile Association"

As a popular island tourist city with Xiamen as the center, Xiamen is quite different from industrial cities in climate, topography and population distribution. The total population of Xiamen Island is only over 4 million, showing a "ladder-like" distribution. Geographically divided into islands and islands. Among them, the island, including Siming District and Huli District, is a special economic zone with concentrated commerce and dense population. Outside the island, including Haicang, Jimei, Tongan and other places, similar to the suburbs, the population density is small.

According to the sales data, the top five brands in Xiamen in 20201-August were Beijing Benz, GAC Toyota, Guangqi Honda, FAW-Volkswagen and BMW Brilliance. Due to reasons such as consumption upgrading and price drop, luxury cars have maintained a substantial growth since April. Among them, there are two relatively niche luxury brands, which coincide with Xiamen, the holy land of literature, namely Acura and Lincoln. According to the sales data, the changing trend of these two brands in 20 19-2020 is also synchronized with the whole country.

◆? The organic combination of niche luxury brands and literary shrines

Acura is a high-end sub-brand of Honda Motor Company in Japan. 1986 was founded in the United States. Its name Acura comes from the Latin word Accuracy, a "caliper" symbol, which embodies the pursuit of car-making technology. Lincoln, as a luxury brand owned by Ford Motor Company, was founded in 19 17. It was once a classic car of several generations of American presidents, reflecting elegance and perfection.

The two store managers invited by Chetan are Lin Hong, general manager of Xiamen Jianfa Acura, and Yang Huijuan, deputy general manager of Jianfa Lincoln. The two women's clothing stores have always had unique opinions on the operation of 4S stores and how to meet the needs of local users. It not only provides a reference from the data, but also makes Xiamen a city background, adding a new interpretation to the brand.

Jianfa group office building

Speaking of Jianfa Group, friends around Fujian Province must know it very well. 1980, with the horn of the establishment of Xiamen Special Economic Zone, Jianfa Group came into being. In just 40 years, Jianfa Group has participated in the investment and construction of many projects at home and abroad through a strong state-owned enterprise background, and has become a large industrial investment enterprise group in Fujian Province. Its business covers real estate development, tourist hotels, investment, automobiles and other fields. Among them, in the field of automobile dealers, Jianfa Automobile mainly deals in luxury brands. In 20 18, Jianfa Group also ranked 362nd in Fortune Global 500.

Xiamen zhongchi Acura

At present, the main models of Acura brand are Acura CDX, Acura RDX and Acura TLX-L, and the national sales in 2065 438+09-2020 show a good trend of steady growth. In particular, the production of Acura TLX stopped due to the vehicle model update. In the absence of main models, Acura CDX and RDX can make up for this position, which is an achievement that cannot be ignored this year. Although there was no strong rise in Xiamen, it remained basically stable before and after the epidemic.

Xiamen Jianfa Acura opened in June 2008, and it is the largest 4S store in China, covering an area of over 654.38+00,000 square meters. It is not only located in the mature automobile business circle in Xiamen, but also decorated according to the highest standard of imported Acura store 20 18. Acura brand has only two local stores, and the other is a small satellite store in Huli District of the island. According to general manager Lin Hong, there are relatively few Acura models at present. According to the existing stock, these two stores can meet the needs of local users for car purchase and after-sales service.

Lin Hong said frankly that from the past Beijing Auto Show, we can see that, relatively speaking, although competitors are rich in new models, each product has its own significance and its own consumer market. Therefore, she believes that the main task of brands and 4S stores at this stage is not to blindly expand sales, but to do a good job of upgrading brands and maintaining customers' quality services.

From the portrait of users, the car purchase budget in Xiamen is the highest, with 65,438+00-65,438+05 million people (the same as the national average). Compact SUVs are the most concerned, while users of medium and large cars and small cars are relatively less concerned. According to Lin Hong, Acura's customers are mainly distributed in the island and Haichang District, which is a relatively mature minority group and also conforms to the mainstream characteristics of the whole city. Earlier, users of Acura preferred people around 40 with successful careers. However, in 20 16, with the introduction of Guangzhou Automobile Acura Joint Venture and CDX, the user groups began to appear younger, mainly family cars, covering doctors, teachers, lawyers, public officials and other professional groups.

Acura CDX]

"Many car buyers give Acura an evaluation: attractive appearance and stable quality. Relying on Honda's technical platform and accurate customer service, this brand is in line with the temperament of Xiamen, a delicate tourist city. " Lin Hong said.

However, the epidemic in 2020 did bring some pressure to the operation of the store. Judging from the current passenger flow data, although the third quarter has improved compared with the first half of the year, compared with last year, due to the influence of models and policies, the sales volume has not increased. Facing the next fourth quarter, Lin Hong's preparation is: impulsiveness.

In terms of new car sales and attracting new customers, traditional marketing methods are still the simplest and most effective for niche luxury brands. Lin Hong said that the future goal of Jianfa Acura Store is to let more people know the Acura brand and create more exposure opportunities from online to offline. Through Shang Chao outreach, community tour, vertical media launch, group customer development and other channels, consumers can "get in close contact" with vehicles, turn the concept of car purchase into practical experience, and emphasize luxury attributes with the core performance of products.

For customer support services, the store first enhances the customer experience from the area and layout of the rest area; Secondly, in addition to the extended warranty and fixed warranty policies introduced by manufacturers, different after-sales and derivative business concessions will be introduced; Finally, it is also the most popular offline activity for customers, including road trip, car owners' lecture hall and even Xiamen's unique swimming pool party. "Although offline activities need to spend more energy and capital investment, through customer recommendation and innovation, great positive incentives can be formed to drive new car sales." Lin Hong said.

Xiamen Jianfa Lincoln Center

Speaking of niche luxury cars, besides eulogizing, Lincoln is definitely one of the typical representatives. In terms of national sales, Lincoln MKC, Lincoln MKX and Lincoln MKZ are the main models of 20 19-2020. Pilots and navigators also brought growth in 2020, especially from February to August this year, showing steady growth. As far as Xiamen area is concerned, it has also formed a trend of synchronization with the whole country.

"Source: Xiamen Jianfa Lincoln Center"

From the perspective of user composition, Lincoln also shows the unique characteristics of the brand. The data shows that Lincoln's customers are mainly men, accounting for 67%; Most of the owners are married people aged 30-50. Property buyers mainly live in Siming District and Huli District, accounting for 36.87%. There are many car owners with a bachelor's degree, and their family income is about 200,000-400,000 and 400,000-80,000. Refined to professional, manufacturing, financial investment, real estate, building materials in the forefront.

"Source: Xiamen Jianfa Lincoln Center"

Xiamen Jianfa Lincoln Center opened on 20 15. It is the first brand authorized 4S store in southern Fujian and the only authorized dealer in Xiamen. 4S shop is located in the parking lot of Xiang 'an District, Xiamen, adjacent to brands such as Mercedes-Benz, BMW, Jaguar Land Rover and Volvo.

Because it is located outside the island, it takes some time to travel to and from the island, so the natural passenger flow of the store is not ideal. Yang Huijuan, deputy general manager of Xiamen Jianfa Lincoln Center, told us that during the epidemic, sales were on thin ice. Although the manufacturer has reduced the tasks and even lowered the assessment indicators, Jianfa Lincoln, like other dealers, is under great pressure in terms of new car passenger flow, profit and inventory.

Yang Huijuan also mentioned that the "Golden September and Silver 10" in 2020 is far from previous years, not only canceling many large-scale offline activities, but also occupying nearly one-third of the time in 65438+ 10. In the past, the momentum of Xiamen Haixi Auto Show breaking through 100 months is difficult to reproduce this year. At the same time, with the exposure of common problems such as the upside-down profit of new cars and the decline of sales profitability, how to provide better service to nearly 5,000 customers in Xiamen has become the foundation of management.

Faced with the above problems, Jianfa Lincoln 4S Store put forward a series of countermeasures. First of all, stores will adjust the profit model structure according to manufacturers, accelerate the launch of pilots, fliers and other models to meet the gross profit of new car sales and increase the number of retail sales; Secondly, broaden the level of derivative business and increase boutique, insurance, authorization and other businesses; In addition, in terms of finance, we provide policies such as low down payment and zero interest rate, supplemented by Jianfa Hengchi Finance, and provide diversified and personalized auto finance products according to customers' own needs; Finally, always grasp the policies, such as the cash subsidy of 3,000-6,000 yuan in Xiang 'an District of Xiamen in the first half of the year and the promotion of government channels in the second half of the year.

Lincoln navigator

Lincoln pilot

In addition, in terms of online and offline promotion, Jianfa Lincoln began live online during the epidemic. In addition to the promotion of the regular sales model, there are also activities such as online group buying and after-sales renewal. On March 12, the store cooperated with Lincoln China to broadcast the new model of Adventurer, and invited the intended customers and the first batch of car owners to the store to witness the collective delivery ceremony. Finally, the event video will be used as the post-communication material, and the owners will be invited to send friends to enhance their influence in the customer circle. More than 30,000 people participated in the live online broadcast of the whole event, and 18 sets were sold online, including adventurer 15 sets. Expand brand influence online, and let car owners fully understand the sense of dignity of luxury cars offline. Through cooperation, they realized1+1> The validity of 2.

◆? Store main shopping cart:

In addition to the above-mentioned market trends and store operation concepts, the two beauty shops also recommended the best-selling models in the store for us.

Acura RDX-Apec matte Haohui customized version

Yan value is the easiest to impress people. This customized version of Acura RDX-Apec matte gray, which was first promoted by Lin Hong, has a rare matte texture on the original body, and each car has its own number. With the sports version of the interior and kit, the car has a high rate of turning around. At present, the official guide price is 460,000 yuan. Xiamen Jianfa Lincoln Store Custom Edition Acura RDX-Apec Scrubbing Haohui is the tenth exhibition car in China and the first in Fujian Province. Now the store orders for customization, giving gifts such as suits worth 65438+8000 yuan.

Acura CDX Hybrid Vehicle

[Acura CDX two-wheel drive quality hybrid]

When it comes to practicality, Acura CDX, which is positioned in a compact SUV, is a good choice. Acura CDX? The comprehensive fuel consumption of the Ministry of Industry and Information Technology, which is a hybrid of 2.0L two-wheel drive and Premium Edition, is 5L/ 100km. At present, the manufacturer's guide price is 299,800. Especially for users who often use cars and are sensitive to fuel economy, this hybrid car can really save money.

Lincoln adventurer

Lincoln Adventurer Black Knight Limited Edition

The model recommended by Yang Huijuan is also a compact SUV-Lincoln Adventurer. Domestic Lincoln adventurers went public in March this year. As an entry-level model of luxury brand, this car is the successor of Lincoln MKC. At present, the manufacturer's guide price is 246,800-345,800. At the past Beijing Auto Show, Lincoln Adventurers also brought a special model-Black Knight Limited Edition, with a manufacturer's guide price of 285,800 yuan and a limited sale of 500 units.

Editor's summary:

Xiamen, a literary city, seems to maintain an internal fit with minority brands. Here, the pace of people's life is far less urgent than that of Beishangguang. The two brands, Acura and Lincoln, although not as big as BBA, have their own culture and brand accumulation. One is more like a girl with personality, and the other is more like a low-key gentleman, all telling some stories. Facing the difference of geographical distribution, it is an important lesson for dealers to accurately portray users and provide targeted services. (Text/car home? Weng Meng)