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At 9 o'clock in the morning, in a FAW Toyota dealership in Beijing, 16 sales consultant stood neatly, which is the time to start the morning meeting every day. Usually, Wang Chao, the sales manager, talks about the day's work and recent matters needing attention and summaries, and the sales consultant reports relevant work, and the morning meeting ends.
Since mid-May, there has been one more link in the morning meeting. Every day, a sales consultant will practice putting the words selling electric car Yidong E into the engine on the spot, simulate and answer the questions that customers may mention on the spot, and record the whole process. The exercise time is not long, about 2-5 minutes every day, and everyone takes turns to practice in shifts. First, the sales consultants and the team watched the video themselves, and second, FAW Toyota sent it to the manufacturers for collection and analysis.
On the other side of Beijing, near Heshenghui and Dawang Road, it is almost an exclusive shopping mall for young people. The shops and furnishings here are very young. Underground game halls are all VR series, and you can wear VR glasses to play. Xpeng Motors is at the entrance of the first floor of this shopping mall, and the exhibition area is facing the popular COSTA, which is the main entrance and exit for people in the shopping mall.
P7 is placed in the center of Tucki Exhibition Hall, and G3 is near the TV wall inside. Since the release of the new P7 car on April 27th, the daily traffic has obviously increased. A large number of people coming in from the entrance, especially men, will stop to take a look at P7. Some prepared consumers will ask the supervisor Liu Tianchen the same question, "Where is this car better than Tesla?"
On June 10, Tesla's share price broke through 1000, reaching 1025.05 USD, with a total market value of about19065438+22 million USD. From 20 17, the market value surpassed Ford, followed by GM, and then surpassed the sum of BMW and Volkswagen in February this year. Now it has surpassed Toyota for the first time and become the world's number one car company by market value.
In China, in the May new energy vehicle sales data released by the Motorists' Federation on June 8th, Tesla once again dominated the May new energy list with the sales of domestic Model 3 single model 1 1095, which was much higher than the sum of all new forces' sales, almost twice the sum of all domestic mainstream joint venture vehicle companies' sales, and occupied almost 20% of the market segment of pure electricity.
Tesla makes domestic and foreign car companies feel pressure and crisis, and the competition rhythm of electric vehicle market is becoming more and more urgent.
For the salespeople who are in the front line of this industry, Liu Tianchen has strongly felt the vitality of Tesla since he entered Tucki 65,438+0 years ago. "The sales volume of Tesla Huamao Corporation in one month is basically 7 or 8 times that of ours." As the sales manager of the traditional Yifeng dealership, whose sales volume has increased steadily in the past two years, Wang Chao originally thought about how to sell the fuel car well and how to increase his income every day. However, at the beginning of May this year, due to the listing of Yize electric version and FAW Toyota's full participation in electric vehicles,
"I don't know how to sell it."
At the beginning of May this year, Wang Chao received the training of electric vehicle sales from FAW Toyota, which is to prepare for how to sell the Yize electric version well. If it is not during the epidemic, this training is offline and will be conducted online this year. The training is aimed at the general manager, marketing manager, sales manager and relevant middle-level management personnel of each dealership, and the training is conducted separately, with different course focuses. Wang Chao's training is divided into several parts, such as brand history, product analysis, competing product analysis, marketing strategy and so on, which are narrated by professional FAW Toyota lecturers.
The lecturer focused on several competitors in the current electric vehicle market, BYD, Tucki, Weilai, Ideality, especially Tesla, its vehicle classification, price composition, advantages and disadvantages, and of course, the most important thing is to make the sales echelon have confidence in Toyota's own electric vehicles. After training, Wang Chao's biggest impression is that he must attach importance to Tesla. "They are very strong and will be particularly cheap after being made in China. It would be best if we could get some customers from them. "
Takizawa E-Engine is the first pure electric SUV of FAW Toyota. Last year, it was unveiled at the Shanghai Auto Show with GAC "compatriot" C-HR. From the appearance and interior, it is almost the same as the previous fuel version. The price of the electric version is in the range of 220,000-260,000 yuan, which is about 80,000 yuan more expensive than the fuel version.
At first glance, Yize Electric Edition feels like a fuel truck, and the central control display area is very traditional, which lacks certain attraction compared with Tucki P7 and Tesla Model 3 at the same price. Strictly speaking, the electric version of Takizawa is not directly aimed at Tesla Model 3 and Tucki P7, because these two models are cars; Although Tucki G3 is an SUV, its price is much lower than that of Tangze electric version. The models of Weilai are generally much more expensive than Yize. Therefore, from this dimension, Yize electric version is not comparable to the products of these brands.
Even during the epidemic period, the whole Japanese market is still in an advantageous position in China. In the case of a general decline in car companies, FAW Toyota's sales in April increased by 9% year-on-year, and the growth momentum continued in May, with a year-on-year increase of 7.8%? . Although GAC Toyota lost to FAW Toyota in total sales volume, its year-on-year growth rate in April was 47%, and its year-on-year growth rate in May was also higher than that of FAW Toyota.
Toyota's two joint ventures in China are still in an advantageous position in the fuel passenger car market. The pure electric products of Tesla and the new car-making forces did not directly threaten Toyota, but the crisis awareness within Toyota has been passed on to the front-line sales staff through the listing and sales training of Yidong E and C-HR EV.
"Yifeng has never played electric cars before, and we don't know how to sell them." Wang Chao, who has been selling cars for more than 7 years, has shown some uncertainties in the face of this pure electric vehicle. "If we sell oil cars, we will know how to tell our customers what the advantages and disadvantages are. I don't know what to say about this tram now. What is the depth of product differentiation? How to grasp the price? I can give all the profits to my customers, but sometimes customers don't know how much it will cost. After reporting the price, the other party does not respond, which is a bit embarrassing. "
At the beginning of May, dealers in economically developed cities such as Wang Chao, Guangzhou, Shenzhen, Tianjin and Hangzhou received training in electric vehicle sales. At present, the Beijing 19 FAW Toyota dealership is selling the electric version of Yize, and the store in Wang Chao was equipped with two in May. The manufacturer has not made KPI, but the reward commission for sales volume far exceeds that of fuel vehicles. The reward for fuel vehicles is usually around 300-400 yuan, while the reward for Yize E entering the engine is increased to 1 1,000 yuan. On this basis, the bonus is 1 1,000 yuan. In other words, every time a salesperson sells a Yize E engine, he will get a reward of 2000 yuan.
Therefore, all the1900 million feng dealerships in Beijing are doing the same thing every day. The 2-5-minute simulation exercise in the morning meeting allows the sales staff to practice their words constantly, get familiar with the products and have enough confidence to deal with customers. FAW Toyota also has some online training courses and PPT, and sales staff can learn independently.
"We don't want to grab Tesla's cake."
Compared with Wang Chao, Liu Tianchen knows more about the sales of electric vehicles. He also worked in a traditional dealer before. Eight months ago, he went to Heshenghui Beijing Store in Tucki and became the supervisor of this store.
"When we receive customers, we first explain our brand and then ask customers some concerns. Everyone is generally concerned about the sustainability of the brand. What are the advantages compared with Tesla Model 3 Tucki? We will compare some competing products with our guests. "
Tucki P7' s direct opponent is Model 3, so Liu Tianchen and his team practice words in actual combat every day. He will compare the functional parameters and some basic information of P7 with Tesla Model 3. "First of all, it is very good for us to pass on the endorsement of Tucki brand. Ali and Xiaomi voted for it. We take the initiative to pass this information to customers, and then hard data, such as J.D. Power's score, NCAP, and China Insurance Research Institute's test, all take the initiative to explain to customers, making customers feel that although the brand is not that long, its credibility is still very high. "
This process still has certain effect in the actual operation process. Liu Tianchen said that because Tucki's reputation is not bad at present, these are the foundations for cultivating trust with users. But he also said: "Tesla is a global brand. It is unrealistic to compete directly with it. In Beijing, there are 60,000 new energy licenses a year, and Tesla accounts for at least a large part. This is beyond our comparison, and we don't want to occupy Tesla's cake. Most people who value Tesla will not consider other models. "
Auto business review witnessed the whole process of a guest carefully asking Liu Tianchen about the difference between Tucki and Tesla when he looked at the car repeatedly on the day of the interview with the Health Association. From the shape of the rear of the car to the size of the wheel hub, from the interior space to the cruising range of the battery in different seasons, the guests asked very carefully, and seemed to have prepared the money, but it was very tangled between the two brands.
Liu Tianchen said that although Tesla and Tucki are both direct selling models, their sales styles are quite different. Tesla takes a pure beauty style, that is, guests don't chat with them much after entering the store. Salespeople usually introduce products directly. After the introduction, the guests left or placed orders, and there was no lengthy chat.
"But Tucki is not. We should not only introduce products, but also compare competing products to win everyone's trust. This is a process from scratch. This is a customer-facing procedure. If customers don't mention Tesla, we won't say it, but most people will. "
According to the on-the-spot observation of the auto business review reporter in Tesla's store, Tesla's "non-wordy style" may be related to Tesla's lack of manpower. Take Beijinghua Trade Store as an example. This store has only 19 sales consultants, half of whom are responsible for in-store introduction and the other half for test drive. The store sells more than 200 cars a month. If it is a traditional dealership with the same sales volume, the sales staff must be above 19, which means that each staff member has enough time to receive every guest and have time to talk about home. The general feeling of Tesla staff is that "there is a high demand for work efficiency here."
Xpeng Motors did not give specific speech training to the sales staff of direct stores during the sales training. Based on past experience, Liu Tianchen developed some characters in Heshenghui's own shop. "The KPI given by the manufacturer is not very high, and we dare not set it too high. Especially when the epidemic economy is so backward, no one can guarantee that a large number of customers are willing to spend so much money to buy this product. "
Liu Tianchen's Heshenghui Store was once Tucki's best-selling store in North China.
"Tesla is an Internet company"
Compared with Toyota's sense of crisis, the traditional fuel car luxury camp has different views on Tesla's threat.
In the Cadillac dealership in the North Fifth Ring Road, Xu, as the exhibition manager, has not received any training from the manufacturer on electric vehicles. He agrees that electric vehicles are the future trend, but no one who enters the store has mentioned Tesla at present. "In a restricted city like Beijing, if you have fuel vehicle indicators, you are unlikely to buy Tesla unless you have extra fuel vehicle indicators, but this is rare. In Beijing, Tesla is not Cadillac's main competitor. If a customer mentions Tesla, our sales will generally have feedback, but not yet. "
In a BMW dealership in Beijing, the sales staff in the store said that since Tesla went public, BMW began to train the sales staff of competing products. "Not only Tesla, but also Weilai, we also have these new forces." However, he said that customers who go to BMW stores to see cars rarely mention Tesla directly to sales. "We think Tesla is still an internet company that makes cars. The car software is unstable and often breaks down. Our BMW car software is not weak either. In addition, Tesla always cuts prices, and no one can accept that their cars will depreciate just after they are bought. BMW is a century-old brand. From the current point of view, Tesla has no influence on BMW. "
Due to the change of purchase restriction and consumption concept, the luxury car market segment continues to show an upward trend. In May, the retail sales of luxury cars increased by 28% year-on-year, which is already considerable. The trend of mainstream joint ventures and independent head brands is strong, but BBA's three electric vehicles have no convincing products at present, and most people who buy cars in the store are still targeting fuel vehicles.
Auto business review's interview with BMW dealership lasted for a weekend, and the number of people in the exhibition hall was about 50-60, which shows the high popularity. The staff said that the store's sales target this year is 3,000 vehicles, which means that the monthly sales will reach 250 vehicles, which is much higher than the annual target of Yifeng dealership where Wang Chao is located.
On May 12 this year, Akio Toyoda said at the final account briefing that the idea of "Toyota will be safe" has always been an urgent issue to be solved. In that era when there was no positive solution, the society was constantly changing, and Toyota's management had to change.
Toyota announced the launch of a large-scale pure electric program on June 7 last year. Yi Ze and C-HR are the first steps of this plan in China. By 2025, all models will be provided with electric versions. From the traditional car models to the sales of electric vehicles, the challenges in practice will be enormous, and Wang Chao is only facing the tiny embodiment of the terminal.
Is Tesla a catfish or a shark? Every car company has shown its attitude with actions. "There are two main reasons for saying that Tesla is a catfish enterprise: first, they look at entrepreneurship from the standpoint of staying in business, and second, Tesla's capacity release and market coverage still have a long process; If the new forces say catfish, then they just want to prove that they have a chance. " Zhang Xiaoliang, founder and CEO of So. Car, the car data studio, said.
On June+10 last year, the core team of Tesla China took a group photo in front of Ziguangge in Zhongnanhai, with Ren Yuxiang on the right and Zhu Xiaotong on the left.
In recent days, all kinds of soaring information about Tesla are mixed with the news of Ren Yuxiang's departure. Before leaving his post, Ren Yuxiang was the vice president of business development of Tesla, mainly responsible for the promotion of Tesla's energy business in China, which is Tesla's new business. 20 18 until last may, Ren Yuxiang served as Tesla's vice president of global sales. According to other media reports, Ren Yuxiang is the hero of Tesla's Shanghai factory construction, and he is also a classmate of Musk at Stanford University.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.