Under the new situation, transformation and upgrading have become an inevitable choice for truck dealers.
With the consumption upgrades and industrial upgrading of the commercial vehicle industry, truck companies in China are paying more and more attention to the appearance of model products. Truck dealers also pay more and more attention to the image of stores and sales personnel because they find that the image is more important in achieving effective sales. The bigger it is.
Today, selling trucks and trucks is no longer a dirty environment. A comfortable indoor negotiation environment and a one-stop service have become a new demand for more and more cars after 80 and 90. Therefore, more and more truck dealers have borrowed the sales model of cars to move from the past canopy-style open-car sales to 4S shop-style indoor sales. The separate truck 4S shop not only increases the cost of sales, but also brings to the user the disadvantage of being far away from the time; and the manner in which the office's exhibition venue is faced with falls in the benefits.
Not broken.
Discovering demand, satisfying demand, and combining special geographical characteristics, Chongqing has made new breakthroughs in promoting the upgrade and transformation of commercial vehicle industry.
From October 28 to 31, the 2016 China Commercial Vehicles Expo (hereinafter referred to as “Car Expoâ€) was grandly held at Chongqing Highway Logistics Base. According to reports, the Auto Expo has exhibited more than 500 exhibitors and exhibited an area of ​​more than 100,000 square meters, becoming the largest professional expo in the field of commercial vehicle circulation. The exhibition not only enjoys the super discounts of “one million car dealers, one million car buyers, one hundred car dealersâ€, but also enjoys all-round appreciation of commercial vehicle culture demonstrations, explosive cross-country races and car show. In the same period, the Summit Forum on Commercial Vehicles and Urban Development and the Summit Forum on the Development of Commercial Vehicle Circulation Industry in China were also held.
Among them, at the China Commercial Vehicle Circulation Industry Development Summit Forum held at Xiexin Automobile Park on October 29th, a substantive plan was proposed on how to upgrade and transform the sales of commercial vehicles in China.
Monopoly Monopoly into a product by the brand <br> <br> present, truck dealers are still many problems, the need for timely upgrade. Zhao Xuri, chairman of the Commercial Vehicles Association of the China Automobile Dealers Association, pointed out that, first of all, dealers should shift from brand monopoly to product monopoly. “Many truck brand manufacturers and distributors are the 4S shop business model with brand management as the core, the business model that meets customer needs as the goal, and the main sources of profit are information asymmetry and manufacturer area protection. The future should be products. Operation as the core, based on the establishment of differentiated competitive advantage, establishment of own brand as the basis, and the establishment of a customer-centered distribution model as the basis.†Zhao Xuri emphasized: “Truck dealers should consider customer service capabilities, service standards, services Frequency is the main source of profit, not information asymmetry."
It can be seen that competition in the future dealer business model will be the competition of organizational capabilities, resource capabilities, customer service capabilities, and customer abilities. These four capabilities will also determine the size of their profitability.
At the same time, Zhao Xuri corrected the misunderstanding of the target market. He said: “Almost all dealers target customers as the target market, but they are not. The target market for commercial vehicles is the transportation of goods, the purchase of cars is called customers, and the use of cars is Call the user."
Undoubtedly, dealers under the new normal will have to make a transition if they want to keep up with the pace of social development. Zhao Xuri believes that “the excellent truck dealers in the future are those who have a wide coverage, rich resources, and fully meet the needs of the target customers and provide good services to customers. The customer service volume is more than 50,000 for a good dealer, customer service volume. More than 100,000 are excellent distributors."
“Dealer transformation generally takes 3 to 5 years, so it can't be rushed.†Zhao Xuri reminded.
Ensemble warmth
Nowadays, along with the new characteristics of the Internet, the younger truck users, and the rationality of truck users' consumption, truck dealers selling cars and the environment have become one of the important factors influencing users' car purchase. Obviously, the past sales environment of an umbrella and a stool could not meet the new demand for commercial vehicle sales.
Although the commercial vehicle eco-cycle as a means of production has a relatively low-end performance compared to the same-class passenger car, with the rapid development of China's logistics and transportation industry, commercial vehicles have achieved a rapid rise in appearance and demand. In the past, the characteristics of the image of dealers in outdoor venues are being replaced by 4S stores.
“We not only provide truck dealers with service in the office and test venues, but also provide online, financial, and credit services. For truck users, the future can be through the online selection of cars, car purchases, and then to Xixin Automobile Park. Besides, we also provide comprehensive information services such as supply information, vehicle insurance, and vehicle management services for truck users, and can also provide users with product credit guarantees.In short, according to the new market demand, Chongqing Xixin Automobile Park has implemented hardware. , Software dual upgrade.†Chongqing Qiang Xie Xie Automobile Park Co., Ltd. Deputy Wang Qiang accepted the “Car Watch†reporter said.
As we all know, the commercial vehicle industry belongs to the channel sales industry, and different distributors will face different market segments. At present, the corporatized buyers of channels have increased from 30% to 50%, and this part of the purchasers is planned procurement. Therefore, the form of domestic sales in the commercial vehicle industry will gradually be eliminated, and only the distribution of its own brand culture will be formed. Business can get long-term development.
In the interview with most dealers, the reporter also found that many dealers are in a wait-and-see attitude due to the uncertainty of commercial vehicle prospects and financial pressures. Regarding the fact that no one would dare to do it and cannot afford the risks and reforms, Xiexin Automobile Park proposed a solution to the new business model of commercial vehicle complexes.
Xie Sheng, director of sales of Xiexin Automobile Park, said that there is room for the operators to gather, and that the wholesale or channel-type sales market belongs to the primary market. The same as Taobao has a common operating mechanism, such as the first payment mechanism, credit evaluation mechanism, consumers feel that the high degree of trust, the market will be greater market share of merchants belong to the upgraded market. And Xixin Automobile Park needs to be a “home†market, that is, a market that consolidates the industry. "Because a company's power is too small, it requires everyone to twist into a rope to increase the risk resistance."
1+1 is greater than 2
Undoubtedly, information flow, logistics, and capital flow are the core competitiveness of the new commercial vehicle market.
The commercial vehicle complex pioneered by Xiexin Automobile Park is: Each dealer has an independent exhibition space and also has a comfortable office area for negotiation. Not only is the space more comfortable, the brand display is also better. The same 4S shop greatly reduced operating costs, and its area is only one tenth of the 4S shop. At the same time, its brand recognition is also high, and the concentration of people flow is higher than in 4S stores. The entire exhibition hall is connected in series, users can see many brands, and in short, a balance between the 4S store and the office exhibition.
According to reports, 4S stores have a strong premium, good image, and comfortable negotiations, but the operating costs are high. And the poor concentration of people flow, the user is unlikely to go to A shop to B shop, each 4S shop is an independent passenger, it is difficult to achieve integration of people. However, the office exhibition site can achieve concentration of people. A person can take a few steps to see several merchants and watch several brands, but the premium price is poor. When consumers come in, they do not know which dealers sell which cars, and they do not know whether the sales staff are selling their own cars. Therefore, sales personnel can only use soliciting methods. Not only is the profitability relatively poor, but also the lack of functionality, coupled with the generally small office space, transport only transportation, financial only financial, sales only sales, it is difficult to form a one-stop service.
As the first element of the commercial vehicle market - the address, how to choose? Nie Sheng pointed out that in the first place, many operators attach great importance to distance. Because of the development of urbanization and the characteristics of commercial vehicles as a means of production, with the ever-increasing operating costs in the urban center market, commercial vehicle market addresses are constantly shifting to the edge of the city. Second, the ease of logistics. As a commodity trading logistics must be convenient. Third, the market size. The higher the degree of aggregation of an industry, the richer the brand, and the more operators, the more willing people are to come and the better the industry will gather. "The core business of the auto market is the sale of vehicles. After the vehicle sales, the need for transportation, mortgage, insurance, and household ownership is required. After these practitioners come to the Association for Information, they can bring more business. With the industry chain, Extensions, transportation modifications, special modifications, after-sales repairs, spare parts supply, etc., but also feeding back to bring some old customers, so this is 11 more than 2 models."
Nie Sheng then concluded: “The market location should be: First, far away from the city center, the cost is lower. Second, in line with the city's industrial planning, you can stabilize the business, and will get greater value after cultivation. Third, the traffic is convenient, There is enough space for land use."
It is understood that as the main contractor of the Commercial Vehicle Expo and the main exhibition site of Xixin Automobile Park, it plans to cover an area of ​​about 1,500 mu, with a total construction area of ​​2 million square meters and a total investment of more than 10 billion yuan, integrating automobile consumption and cultural life. One, to create a global model of automotive commercial complex. The Xixin Automotive segment is committed to building an innovative business model that integrates the four platforms of automotive real estate, automotive trading, automotive finance, and automotive information.
In short, China's commercial vehicle circulation industry has already faced a new era of upgrading and transformation. As an important branch of China's commercial vehicle industry chain, the transformation of dealers is both passive and active. At the same time, a new form of commercial vehicle complex market similar to Taobao also provides a more comprehensive solution for buyers and sellers of trucks.
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