20 19 car sales model meets an inflection point, and new retail "enters the house"

The concept of new retail has been put forward for two years, but the new retail of automobiles is still in its infancy. Both traditional enterprises and internet enterprises are constantly adjusting their direction through trial and error. Nowadays, the new retail of automobile has developed towards a deeper industrial ecological construction, but whether the new retail can be successful in the end depends on whether it can be recognized by consumers and whether the service experience really surpasses the traditional marketing model. So, what are the key words of the new retail model of 20 19?

The development of traditional dealers is the bottleneck now, and new retail may become the direction of transformation.

The data shows that in 20 18 years, only 12.8% dealers earned more than 5 million yuan; 53.5% dealers suffered losses, of which 1 1.63% dealers suffered losses of more than 5 million yuan in 20 18 years. In addition, 27. 1% of the dealers suffered losses for three consecutive years from 20 16 to 20 18, and only 28.9% of the dealers made all profits within three years. In addition, with the development of automobile sales industry slowing down, most dealers have inventory backlog problems. According to the data of china automobile dealers association, the inventory early warning index of automobile dealers in China has been above the warning line for 15 months.

In addition, in addition to operating losses, there are bottlenecks in the development of traditional dealers. First, manufacturers forcibly put in storage, and dealers' inventory seriously exceeded the standard; Second, the sales targets set by manufacturers are unrealistic, and it is difficult for dealers to achieve the sales targets; Third, car sales prices are seriously upside down, and new car sales are generally losing money. Therefore, the automobile market is changing from high-speed growth to high-quality development, and the traditional dealer industry is also facing consumption upgrading. It is worth mentioning that on March 29th, Huge Group announced that it has signed a cooperation agreement with the new cooperation Ruitong and Toilet Travel, and the three parties will jointly build a new retail national automobile e-commerce chain project. In other words, at a time when car companies and dealers are actively seeking change, new retail of cars has become a new direction of reform.

The "new retail" model has entered the room, and the road to transformation has its own magic weapon.

In 20 19, the layout of automobile enterprises in new automobile retail gradually accelerated. Renault brilliance jinbei cooperates with JD.COM; FAW-Volkswagen integrates online and offline resources through the official e-commerce platform; The strategic cooperation between Qoros and Linkage Cloud and JD.com has laid out a new retail model; SAIC-GM pushes 7S new retail ecosystem; Haima has reached cooperation with JD.COM. In addition, JD.COM Mall and Suning Auto Supermarket are also the first choice for cross-border new retail of car companies. This year, JD.COM Mall has reached cooperation with more than ten car companies such as Renault brilliance jinbei, Chery, Hanteng, Great Wall Euler, He Zhong New Energy and Haima, and Suning Auto Supermarket has reached cooperation with FAW Car and Brilliance Auto. If we have to divide the new retail model into camps, the most representative ones are the following.

For traditional car companies, in the face of the new retail trend of cars, helping 4S upgrade and transformation is a more secure transformation method-digital marketing. Among all domestic car companies, FAW-Volkswagen is at the forefront in this respect. 101October 3 1 day, Guangzhou Digital Brand Retail Center, a popular brand, was unveiled in Guangzhou. At the same time, FAW-Volkswagen announced the launch of its Super APP. Compared with the previous Volkswagen 4S stores, they are younger in decoration style and color matching, and their location is also in the bustling business district, focusing on brand experience rather than new car sales or after-sales service; To this end, Volkswagen's new 4S shop adopts a variety of digital devices, including organic light-emitting diode interactive screen, digital projection and AR interactive experience area.

Different from other new car-making forces, Weimar Automobile combines the direct mode with the 4S shop. In the development of new retail, Weimar also chose an innovative model: the new 4S (space, store, station, spot) model+knowing partner. Weimar's new 4S includes: "Weimar Space", an experience center established in major cities; Together with partners who know the industry, users and have new ideas, we will set up an experience sales service center-Weimar Store and a maintenance and charging service station-Weimar Station. It will also cooperate with the national chain entity service network and other institutions to build a comprehensive service network-Weimar Spot, to achieve comprehensive coverage of all regions and target groups, improve the user-centered network layout, and allocate resources as needed.

Shenzhou Baowo, traditional car companies+online channels are perfect to play. 65438+10.8, UCAR and Baowo Automobile released a new strategy, announcing the launch of Baowo Automobile's new retail platform in China. Through the transformation of the industrial chain and the empowerment of the platform, the separation of production and marketing, the reshaping of channels, the reconstruction of automobile consumption and the redefinition of new automobile retail have been fully realized. Dealers return to the essence of sales, zero inventory, and go into battle lightly; Secondly, the channel sinking plan of "Thousands of Stores" will be launched, and the original 4S store model will be changed into diversified retail channels such as brand flagship stores, authorized franchise stores and special sales points, which will be close to users. The data shows that after the reform of sales channels, the sales volume of Baowo Automobile has also rebounded significantly.

The first innovative model of the new retail "sales service reform" is the emergence of direct stores, and Tesla is undoubtedly the most representative. Since its birth, Tesla has attracted the attention of the industry as an innovator and subversive, including the direct selling model of "online sales+offline experience and service". Tesla adopts the sales model of experience store+online direct sales to separate brand experience from after-sales service. At present, Tesla has built more than 30 experience stores in China, all of which are located in the commercial centers of first-and second-tier cities, while the service centers are located in more remote areas. At present, many new domestic forces have adopted the same sales route as Tesla, such as Weilai Automobile.

Automobile evaluation

Compared with traditional automobile sales, the biggest change of new automobile retail lies in its focus on consumers, providing consumers with a seamless shopping experience and realizing the seamless transformation of online and offline traffic. In fact, the current automobile sales have entered the era of diversified retail. With the rise of the new middle class and automobile culture, the new automobile retail is more in line with the needs of consumers to some extent. The essence of new automobile retailing is sales, but what is new is sales content, channels and means. The new retail is customer-centered, which mainly releases the potential through online customer acquisition, thus gradually covering the whole life cycle of vehicles and sinking deeper channels.

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