There is also a good saying-the national auto market looks at the west and the western auto market looks at Chengdu. Chengdu is the second largest city in China with a population of over 10 million, and it is very active in both economic strength and market value-added space. This time, we came to Chengdu and walked into Volvo and Kelin 4S stores to learn how local consumers chose these two brands.
"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, Volvo, as a second-tier luxury brand, focuses on safety and health, which are two aspects that people attach great importance to at present. ? With its bold appearance and smart label, Kelin quickly became popular in the market, attracting the favor of a large number of young people. ? 3. As a new first-tier city, Chengdu has strong consumption vitality, which is conducive to the word-of-mouth promotion and product expansion of the two brands.
◆? Volvo's label: safety and health
In 20 10, Geely acquired Volvo with sales of1800 million USD. In addition to the commercial value of this transaction, Geely pays more attention to Volvo's car-making technology. Overnight, Geely embarked on the track of internationalization, and Volvo became a member of domestic luxury brands. Then the sales of the two brands rose at the same time, which can be described as fame and fortune.
Subsequently, the two developed and built a brand-new basic module architecture-CMA architecture. With the rapid development of automobile, modular development can effectively reduce the cost of vehicle research and development and shorten the research and development cycle. In addition to the famous Toyota TNGA architecture and Volkswagen MQB platform, Geely CMA architecture is also in a leading position in the world. On the surface, Geely gave Volvo life. In fact, Volvo has also created fresh and strong blood for Geely.
At the first stop, we came to the first Volvo dealership in Chengdu-Sanhe Volvo 4S Store, which opened in 2004. When it comes to Chengdu Sanhe Group, it will definitely be associated with its huge automobile park and famous classic car museum. Thanks to "deep qualifications", the number of customers guaranteed by Sanhe Volvo is significantly larger than that of other 7 4S stores in Chengdu with the same brand; Coupled with the strong sales ability of the old employees, it is a very competitive dealer store in the local and even the whole country.
"Chengdu Sanhe Volvo 4S Store"
Thanks to the location of the automobile business circle and the background of Sanhe Group, the natural passenger flow of Sanhe Volvo Store is relatively good. In 20 19, the annual sales volume reached 2,000 units, and in 2020 1- 10 broke through 1600 units. This year's Q4 target is set at 530 units. According to Yin Changsheng, general manager, this figure has been ranked among the top five in China for many years.
Yin Changsheng, General Manager of Sanhe Volvo 4S Store
Sanhe Volvo has more than 65,438+02,000 retained customers, with high customer replacement rate and old customer referral rate. The sales proportion of these two points increased from 65,438+00% in 2065,438+09 to 23% in 2020, which is also the result of the adjustment of the care policies of the group and stores for old customers. "In the past, I successfully introduced a customer to send a maintenance. Now there are not only maintenance, but also decoration, beauty and other gift packages. In addition, if there is any policy adjustment, we will inform the customer as soon as possible, and then the customer service department will supervise and pay a return visit. " Yin Changsheng said.
In addition, the store will also use part of the sales expenses as an investment to enhance customer stickiness, including test drive gifts and offline activities. Especially for Chengdu, the most localized activity is to organize riders to visit Volvo Chengdu factory and brand experience center. There are many introductions and experiences about Volvo brands and products in the experience center, which can also greatly enhance users' loyalty to the brand.
In Yin Changsheng's eyes, Geely's acquisition of Volvo has improved China's independent research and development and manufacturing level. With a history of more than 90 years, Volvo, a Nordic brand, has ushered in product upgrading and enhanced its brand power in China through its design that is more favored by Asian consumers. Compared with BBA and other second-tier luxury brands, Volvo also has its own unique personality.
Talking about the indissoluble bond between Chengdu and Volvo, Yin Changsheng told us: "Consumers in Chengdu pay more and more attention to the safety and health of their products after their economic strength and living standards have improved, especially this epidemic has deepened these two points, which coincides with Volvo's label. At the same time, Volvo also set up a factory in Chengdu, which greatly promoted the brand's local market share. "
"Volvo Chengdu Factory &; Brand Experience Center "
Volvo is famous all over the world for its safety. In Chengdu Volvo Brand Experience Center, a car seat belt from more than 50 years ago is displayed. 1958, safety engineer Niels? Bolin's three-point seat belt is considered to be one of the most important automobile safety inventions in the 20th century. In terms of health, Volvo is the first company in the world to use a three-way catalytic converter with an oxygen sensor, and its emission standards have long been ahead of the industry. In addition, Volvo requires all interior materials to reach the level of direct contact with baby's skin; Use SSD water-soluble sprayable damping material with high cost instead of asphalt damping sheet; The benzene content in the car is close to zero, ensuring that the new car has no odor. It is precisely because of these two points that Volvo brand still attracts some loyal users after many years.
◆? Link's label: youth and wisdom
Just as Geely and Volvo are developing continuously, the war between new energy and intelligent network has quietly started. Seeing this trend, Geely certainly cannot lag behind. Therefore, in 20 16, Geely officially released the brand of lectra in Berlin, Germany, and said that it integrates European technology, European design, global manufacturing and global sales. 2065438+In August 2007, Geely Automobile, Volvo Automobile and Geely Holding Group signed a joint venture agreement, and Link officially became a high-end joint venture brand between Geely and Volvo.
"Ke Ling 0 1"
2065438+0165438 In 20071October, Linksys 0 1 was officially listed. The new car positioning compact SUV is the first model developed based on CMA architecture. Once it was launched, it became an instant hit. So far, the total sales volume has approached 654.38+0.5 million vehicles. The appearance of the new car completely broke the conventional design, and more importantly, it was labeled as a "smart car". China's brand power and technical strength-Kelin is like a child born by Geely and Volvo, which is replacing two traditional brands and hitting a younger new market.
Chengdu and Ke Ling may be the most suitable combination. Chengdu is a fast-growing and almost crazy city with a high tolerance for new things. Young people are the main consumers, and a large number of young people from all over Sichuan and even the whole country come to Chengdu for development. Kelin came with smart labels and focused on personalized and fashionable design. As a new brand, it quickly gained local recognition in Chengdu. According to Xu, general manager of Chengdu Huihang Kelin 4S store, the portraits of local users of this brand are mainly from the post-90s generation, especially favored by IT people. It is worth mentioning that Link has always been a local real estate car in Chengdu, occupying certain geographical and policy advantages. For Chengdu, a new first-tier city, the OEM has also greatly increased its support and investment in Guangxuan.
"Chengdu Huihang Linkage 4S Store"
In addition to the Sanhe Group just mentioned, Jianguo Automobile Group is also the leading automobile group in Sichuan, with more than 30 brands, including Lexus. At present, there are five Kelin 4S stores in Chengdu, with a total monthly sales volume of about 500-600, with a slight increase at the end of the year.
Among them, Chengdu Huihang Kelin 4S Store, which belongs to Jianguo Group, is one of Kelin brand dealers opened on 20 17, with a monthly sales volume of about 150 units. Compared with other stores in 4S, the geographical position of Huihang Linkage is even worse, and it has not touched the light of large business districts. But on the bright side, depending on Jianguo Group, there are many resources that can be used, and customer information can be exchanged, which has great advantages.
Looking at the sales volume of Lectra, from Lectra 0 1 in 20 17 to Lectra 02+03 last year, and then to Lectra 05+06 this year, it is estimated that the sales volume of Lectra will increase by at least 20% in 2020, even under the background of shrinking automobile market and epidemic situation.
In addition to Link, more and more China brands, such as Hongqi, WEY and Xingtu, are showing the trend of "high-end". Among these new brands, Linke and WEY stand out. Xu, general manager of Huihang Link Store, told us that Link is more like a technology company than other automobile manufacturers. Through a series of new functions such as App and CO customer territory, the concept and demand of users' car use have been changed, and a circle of young people's communication, sharing and communication has really been created.
Xu, General Manager of Huihang Linkage Store
Once upon a time, people regarded a car as a vehicle with four wheels and a steering wheel, but with the passage of time, people began to try to control a car with mobile phones, voice and fingerprints. Now, Link can realize the interconnection of people, mobile phones and cars, and can complete a series of actions such as air purification and ignition start before the driver gets on the bus. The convenience of life is improving, and smart cars have become an inevitable trend. According to Xu, in 20021year, Lake will also launch a brand-new electric car ZERO, expecting to occupy a place in the field of smart cars with this new car.
"Ke Ling Zero"
For elderly users, BBA and some mainstream brands have been deeply rooted in the hearts of the people, and it is difficult to change their choices, so the main users of Link are young consumers. In terms of marketing, in addition to traditional soft and hard products, new and old models, Huihang Link Store will also participate in and hold various auto shows and offline activities to attract attention and increase brand influence.
In addition to organizing owners' salons and cross-industry cooperation and exchanges in the exhibition hall, some activities outside the exhibition hall, such as watching movies and running mountains, can better reflect the young tonality of the brand and are well received by car owners. In addition, after each new car is delivered, the sales consultant will pull customers into the corresponding owner groups and hold targeted activities regularly to meet the needs of more users and increase brand stickiness. Finally, manufacturers have also developed channels for some enterprises to attract more high-quality people to buy Lexus cars and give some subsidies to dealers and car owners.
◆? Store main shopping cart:
Yin Changsheng, General Manager of Sanhe Volvo, recommended: Volvo XC60
Volvo XC60]
XC60 produced in Chengdu is Volvo's main SUV. The XC60 is positioned in a medium-sized SUV, and the price range is 362,900-470,900 yuan. The new XC60 is available in T4 and T5 power versions. The T4 model is equipped with a 2.0T low-power engine, with a maximum power 190 HP and a peak torque of 300 Nm. The T5 model is equipped with a 2.0T high-power engine with a maximum power of 250 HP and a peak torque of 350 Nm. In the transmission system, the new car is matched with an 8-speed automatic gearbox, and two-wheel drive and four-wheel drive are optional.
In 2020, Volvo has further improved its engine, configuration, driving safety and luxurious texture. Now, if you book a car, not only will the manufacturer send you a big gift package online, but you can also get a big maintenance gift certificate and a car purchase fund for only 1 1 yuan, and you will also have the opportunity to participate in a series of activities such as a blind box lottery.
Xu, general manager of Chengdu Huihang Link, recommended: Link 06.
Ke Ling 06
Link 06 just went on the market in September this year. The new car is positioned in a small SUV, and the price range is11.86-158600 yuan. It is the smallest SUV under the brand of Lectra at present, based on Geely's latest BMA small car architecture. It is worth mentioning that, in addition to the traditional fuel version equipped with a 1.5T three-cylinder engine, the Lectra 06 also introduced a MHEV version equipped with a 48V light mixing system and a PHEV model equipped with a ternary lithium battery pack for consumers to choose from.
In order to open the market quickly, now you can enjoy a factory subsidy of 2000 yuan when you buy Ke Ling 06. Jianguo Group also provides free car washing and free routine inspection services for all car buyers. At the same time, as a real estate car, local users in Chengdu can also get an additional 5,000 yuan preferential subsidy from the government.
◆? Editor's comment:
In terms of sales volume, from 2065438+09 to 2020, the sales volume of Lectra and Volvo in Chengdu still showed a slight upward trend. In our opinion, including Geely, the three brands are quite different, and the user portraits are very accurate, and there will be no product line overlap and internal competition. Volvo focuses on safety and luxury, targeting home users and high-income people; Link's label is young and intelligent, which is favored by young users after 90 s and 95 s. Having said that, have you found a suitable model from these two brands? (Text/car home? Weng Meng)