In this regard, the first electric network contacted several mainstream car companies, and they are obviously ready for the reform in a special period.
You can buy a car without leaving home.
At this time when lying at home and not going out is making contributions to the country, many things that must be done outside have become irreconcilable contradictions in the current society. For example, have a meal in a restaurant at will, go to the supermarket leisurely, and go to the 4S store to see a car you have long wanted.
However, with the development of technology and society, 24-hour online takeaway brother and supermarket home delivery service are concessions made by various industries to this contradiction. This time, the large-scale transformation to online is finally the turn of the automobile industry.
On the first day after the national holiday, SAIC Roewe, which belongs to the largest automobile group in China, quickly completed the transformation from offline to online. On February 3rd, SAIC Roewe and all its dealers launched the "Online VR Intelligent Exhibition Hall Car Watching Service". On this application, consumers can browse various models of SAIC Roewe through the VR panoramic car viewing online exhibition hall.
After selecting the car model of interest, users can make an appointment for the door-to-door test drive service to experience. During the epidemic period, users can make an appointment for a designated vehicle test drive by telephone, and a special person will be docked within 24 hours, and door-to-door test drive and car talk services will be provided. At the same time, the staff will disinfect the vehicle in advance.
Different from the traditional car companies, the new car-making forces headed by Wei Lai and Tucki played live broadcast. The official live broadcast platform of Tucki will hold a two-hour "Live Cloud Car Watching" activity with different themes every Tuesday and Thursday from February 10 to February 29th. Users who want to know more about G3 products can contact the local Xpeng Motors Experience Center, and the Experience Center will invite users to join the local "Cloud Car Watch WeChat Group" to answer their questions in detail.
If for new customers, the most important part of going to the scene when buying a car is to watch the car test drive, then for old users, it is maintenance. In this regard, car companies have also actively given solutions.
In the one-button exclusive service of Ai 'an launched by GAC New Energy, users can not only enjoy free on-site cleaning and disinfection, valet charging, car maintenance and other services, but also face masks and even food delivery, which can be solved one by one. At the same time, during the epidemic, GAC New Energy APP was also connected? The entrance of "free clinic service" is open to the whole society, and online medical consultation and psychological consultation services are provided free of charge.
At the same time, in a special period, enterprises also pay attention to some users and vehicles that can't go to the store for maintenance on time. BAIC took the lead in extending the free maintenance period and vehicle repair period for three months.
Help dealers survive life and death
In this special period, even if all preparations have been made, car companies may still face greater losses, and what is more difficult than car companies is the dealers who really bear the heavy responsibility of sales, and they even face difficulties in survival.
Therefore, overcoming difficulties has become the commitment of enterprises and distributors in times of crisis.
Although it is a member of the new army of car-making, Nezha Automobile quickly formulated a number of special care measures for its dealers. Among them, in order to reduce the capital cost of dealers, Nezha Automobile extended the repayment period of due accounts of dealers, and the interest-free account period was changed from? 60? The number of days is extended to? 90? Jesus Christ. At the same time, cash the rebate fee of the settlement dealer quickly and give financial support in time. For front-line salespeople whose income has a great impact, Nezha Auto will also give incentive subsidies to the sales team members of the city partners, encouraging salespeople to do a good job of self-prevention and meet customers' travel and sales needs.
In terms of subsidies, BAIC gives more intuitive and accurate figures. BAIC said that for dealers who operated normally in Wuhan, Hubei Province in the early stage, a special subsidy of 6.5438+10,000 yuan was given to a single store according to the support standard, and 50,000 yuan was given to dealers in other cities in the province; Dealers who postpone opening again after February 10 will be given a subsidy of 2,000 yuan/day and a maximum of 20,000 yuan/store; At the same time, an employee care subsidy of 5,000 yuan/person is provided for the employees or immediate family members of dealers who are unfortunately infected with COVID-19.
SAIC is also considerate of the support of dealers. SAIC Roewe stipulates that before February 15, the business rebate will be issued in advance, and the dealer bonus will be returned urgently to ease the financial pressure on the dealer. In February, the interest-free period of new vehicles was adjusted to 150 days, and the headquarters fully subsidized the inventory interest generated in February; At the same time, if the dealer can't operate normally due to the epidemic, he can apply for suspension of delivery. Since February 10, dealers can apply for expedited delivery through mail, Anji assistant and other channels if they have urgent order delivery needs. SAIC Roewe promises to overcome all difficulties and achieve this goal.
In addition to giving real subsidies, many enterprises also adjusted the monthly indicators of dealers during the epidemic. For example, Volvo Cars took the lead in canceling the dealer's February sales target. Dongfeng Citroen also actively adjusted the dealer's month-end goals, policies and business actions.
Online sales will account for 30% ~ 40%.
As we all know, the outbreak of SARS in 2003 triggered the rise of e-commerce, and e-commerce giants such as Taobao and JD.COM were born in the market environment at that time. Then, influenced by novel coronavirus, will online e-commerce become the general trend of automobile sales?
In this regard, Zhang Xiang, an analyst in the automotive industry, said that the epidemic may be helpful for online car viewing and car purchase, but its role is limited. "Now everyone is responding to the government's call to minimize unnecessary travel, and travel demand will decrease. However, the purpose of consumers buying cars is to travel. If they can't go out, then this demand is gone. Therefore, the impact of this epidemic on automobile sales will not be as great as the impact on e-commerce during the SARS period. "
Guangzhou Automobile gave a ratio. Guangzhou Automobile said that online marketing and service are a major breakthrough in future industry competition. Whether it is a new force to build a car or a traditional car company, in recent years, they are accelerating to build their own online marketing. Getting online initiative means having a broader market base. During the epidemic, offline car purchase and service were basically at a standstill, and the strong demand of car owners accelerated the promotion and popularization of online services, so that more consumers and car owners could feel the convenience brought by online services. At the same time, GAC predicts that "considering the proportion of orders harvested by our APP platform in 20 19, the proportion of inside sales will reach 30-40% in 2-3 years."
BYD has given a time point that can be verified faster. Liu Jiaqing, manager of BYD's brand promotion department and digital marketing department, said that one-stop service without leaving home will avoid crowds during the epidemic, which will also increase users' demand for online car purchases, which will do more good than harm to manufacturers. On the whole, it seems not bad. "I am still very confident in online sales, and it is expected to reach 3-4% in 2020."
Related topics: Face the epidemic directly.
Source: First Power Grid
Author: Cassie Wang
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.