"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. With the advantages of population and area and the support of the government, Xi has become a rapidly rising car-owning city. ? 2.Xi consumers' acceptance of new brands and products is low, and FAW-Volkswagen still occupies the position of sales champion. ? 3. Geely Automobile has become the most popular China automobile brand in Xi 'an with its main price range of 50,000-65,438+0,500, and four out of every 65,438+00 Geely automobiles in China come from Xi 'an.
◆? The fast-rising automobile city
Xi 'an has a population of more than 1000 million, a large urban area, a flat Guanzhong basin and good overall traffic construction. On the basis of 35,000 licenses per year in China, Xi 'an's car sales can rank among the top ten in China.
Back to 20 years ago, as early as 2000, Shaanxi Province increased the investment and development of automobile manufacturing. In 2002, Shaanxi Automobile Group invested and built a factory in xi 'an Economic Development Zone, and gathered a large number of parts supporting enterprises such as Cummins, Hande Axle and Texaco Automobile. The Economic Development Zone has also become the first batch of national new industrialization (automobile) industry demonstration bases, forming a relatively complete automobile industry chain integrating vehicle manufacturing, engines and parts.
In 20 18, Xi successively issued the development plan of Xi automobile industry (20 18-2025), the development promotion plan of Xi automobile industry chain (20 18-2025) and several policy opinions on accelerating the development of automobile industry. In the end, with the mutual promotion of the government and enterprises, Xi 'an's whole vehicle and parts industry chain developed harmoniously, and the final result was reflected in the local car ownership.
"Passenger Car Insurance Amount in 2007-20 19 Xi Area"
It is such a fast-growing city, and there are also many powerful automobile brands. Although car sales have been rising all the way, in fact, consumers in this area are not tolerant of new brands and models, and everyone still prefers mature brands and models. At the same time, the data of car home also shows that10-150,000 accounts for the highest proportion of the car purchase budget of local residents in Xi 'an, and the most concerned models are compact SUVs and compact cars.
◆? Sales champion.
Judging from Xi 'an's brand ranking, Volkswagen and Geely meet the portraits of local consumers, and their sales volume is far ahead, occupying the first and second place in the list. Even from the latitude of the whole country, with years of accumulated product strength and user base, the status of the public is unshakable.
Brand Ranking in Xi Region from 2065438+09 to September 2020
At present, there are 8 FAW-Volkswagen 4S stores in Xi * *, which can basically meet the needs of local users for car purchase and car use. Among them, Shaanxi Zunrong Zhicheng FAW-Volkswagen 4S store opened at the end of 20 14, and the group has been mainly engaged in operating Volkswagen. Compared with other stores, the location of Zunrong FAW-Volkswagen Store is not good. Located near the intersection of West Third Ring Expressway, the surrounding traffic is not very convenient.
To solve this problem, Mao Xin, the sales director, turned disadvantages into advantages by other means, attracting more users to the store. Mao Xin said: "The site selection is mainly based on cost considerations. We should directly give back the money saved by store rent to users. On the one hand, in order to ensure better service, we provide free transportation or reimbursement of tolls for customers who look at cars, and we provide free car washing and other services for users who drive; On the other hand, the price concessions are greater, and customers can be given more rebates than other stores on the basis of market conditions. "
In terms of sales volume, the average monthly sales volume of Zunrong FAW-Volkswagen Store in 20 19 is 160 vehicles. Although affected by the epidemic this year, the counter-attack has been completed in the second half of the year, reaching 220 units per month, which is also the sales level in the country. After a series of adjustments, the goal set by Zunrong FAW-Volkswagen Store for the fourth quarter is: the sales volume will increase by 25%! It can also be seen that Xi 'an's automobile market has a strong growth force.
How to achieve the goal? Mao Xin gave us some ideas on new car sales and customer maintenance. He said that from the perspective of sales cycle, it took consumers about 12 days on average from contact with cars to final transaction last year, but this year it was shortened to 7-8 days. Therefore, it is very important for stores to quickly cut into the real needs of users.
Since entering the store, the design and layout of the exhibition hall of Zunrong FAW-Volkswagen Store has become younger, creating an environment conducive to sales. In the reception stage, sales consultants are required to conduct regular training and assessment on product knowledge and reception ability; In the test drive, it provides unique experiences for car buyers, including unmanned road sections, S-bends and 100-kilometer acceleration. Finally, in terms of preferential policies, we put forward a series of preferential policies that meet the actual needs of users, such as zero interest for two years and factory replacement subsidies.
In terms of customer maintenance, Zunrong FAW-Volkswagen Store mainly starts from two aspects. On the one hand, the import policy of "taking the old with the new" was introduced to provide additional corresponding products and services for the retained customers who successfully imported into the store; On the other hand, in order to improve the stickiness of customers to the brand after buying a car, the store has established a WeChat housekeeper group for each customer. After-sales, maintenance, repair, accident reception, insurance customer service and other staff in the group will provide customers with 7 pairs of 1 and 7*24 hours services.
It is worth mentioning that in the middle of 20 19, FAW-Volkswagen brand also joined hands with various stores to organize love education activities, leading car buyers to Xishan Primary School in the desert around Xi 'an to donate a love. By giving full play to corporate social responsibility, the brand value will be conveyed, and at the same time, more riders will pay attention to the 4S shop of Zunrong FAW-Volkswagen.
◆? In China, four out of every 10 Geely cars come from Xi 'an.
Although FAW-Volkswagen is the absolute "sales champion" in China and even other regions, China brand is not weak. China brand, ranked first in Xi sales list, belongs to Geely. 2065438+July 2007, Geely New Energy Vehicle settled in Jingwei New Town, Xi 'an Economic Development Zone. Geely has built four process workshops in Xi 'an, including stamping, welding, painting and final assembly, as well as supporting management center, living facilities and other auxiliary facilities. The data shows that among the 10 Geely cars sold nationwide, 4 are from Xi 'an, and Xi 'an people have a very high recognition of Geely brand.
At present, there are more than 12 dealer stores in Xi' an, including the city exhibition hall, and the internal competition is fierce. Among them, Wanshun Geely 4S store under Shaanxi Wanshun Automobile is a brand-new store that opened in February this year. Like the Zunrong FAW-Volkswagen store just mentioned, Wanshun Geely 4S store is not located in the business circle or automobile park, and it is not advantageous in geographical location. Fortunately, we have cooperated with another old shop under the group and made a lot of progress this year.
Since its opening, Wanshun Geely Store has accumulated about 220 customers, and the average number of customers entering the store is about 3 days. At present, we mainly rely on online sales invitations. After obtaining online clues, customers invited to the store generally have a greater intention to buy a car, with a transaction rate as high as 58%, while the conversion rate of ordinary stores is only 30-40%. This figure has aroused great concern for a new store that has been open for less than a year. At present, the new old stores under Wanshun Group have basically achieved the 2020 goal set by the manufacturers. Yang Hui, general manager, also hopes that the market will go out of the trough in the fourth quarter, reduce dealer inventory and achieve profitability.
Yang Hui, General Manager of Shaanxi Wanshun Geely 4S Store
In recent years, with the decline in the prices of luxury brands such as BBA and powerful automobile brands such as Volkswagen and Toyota, the market share of high-end models of many China brands has been seized. As one of the representatives of China brands, Geely Automobile's strategy is not to reduce prices blindly, but to upgrade from the earliest level of 500-65438+10,000 to the level of10-150,000 led by Geely Job, giving priority to Korean brands, with the goal of focusing on high-quality cars.
Yang Hui told us that with the continuous expansion of Geely brand product line, Geely users are getting younger and younger, mostly at the age of 25-35. Among them, Binrui, Emgrand and other models have lower starting prices and are suitable for young people who buy cars for the first time; Job, Xingyue, Geely ICON and other models are more suitable for petty bourgeoisie; Hao Yue, Cargill and other models are more recommended to older professionals or business people, and each price has its corresponding customer base.
Referring to the means of attracting new customers, Yang Hui said that online is still inseparable from traditional media and self-media advertising and clue acquisition; Offline, we need to increase brand awareness through a series of activities such as second-line dealers, new and old, and prize-winning promotions. Of course, in addition to these conventional means, Wanshun Geely Store has some original ideas as a channel for customers to expand.
For example, in terms of community coverage, Wanshun Geely Store cooperated with studios in nearby popular business districts and directly named the screening hall as "Xingyue Hall and Yuanjing Hall", with Geely brand LOGO and model posters affixed; In the entrance and exit of an underground garage like wanda plaza, it is hard and wide; Insist on inviting the media and KOL test drive every month to drive the word-of-mouth and sales of the whole network. These means can save some energy for the promotion of brands and stores.
In sales, Wanshun Geely Store uses the characteristics of "small passenger flow" to bring users a better test drive experience. "Generally speaking, the test drive time of 4S stores is about 5- 10 minutes. Due to the small number of customers, Wanshun Geely Store has more time and energy for reception service, longer test drive time and richer road conditions, which can make consumers pay more attention to vehicle performance. " Yang Hui said.
On the after-sales side, Wanshun Geely Store has launched an after-sales maintenance card, which contains oil filters, car body panel and painting coupons, working hours coupons, maintenance coupons and other products. , thus attracting users back to the factory and increasing customer retention. Yang Hui mentioned that, especially the users who buy models below 1.5 million yuan are more sensitive to promotional information and more willing to enjoy this benefit.
In terms of riders' activities, the store will organize activities such as picking, traveling on the road and launching new products at least twice a month, and establish files for customers through the customer protection marketing system, invite customers to be present and give souvenirs.
Not long ago, manufacturers and dealers also organized a celebration of "Job's sales exceeded 6,543.8+0,000 vehicles", and invited some car buyers to visit Xi 'an Anbaoji Geely Factory and held a lively music festival. All these make Geely brand more and more famous in Xi 'an, and it is logical for dealers to achieve sales targets.
◆? Store main shopping cart:
FAW-Volkswagen New Generation Golf
Recently, Volkswagen's most concerned brand is definitely a brand-new golf that has just been listed. The new car * * * has five configurations, and the price range is 12.98- 165800 yuan. As the (eighth generation) replacement model, brand-new golf is officially defined as "brand-new digital golf", which has been greatly upgraded in digitalization and intelligence. From 1974 to now, golf models have been enduring for 46 years and will be the key models of Volkswagen Group in the future. Mao Xin, sales consultant of Zunrong FAW-Volkswagen Store, told us that at present, the new cars have been displayed in the store, and only a few days after the pre-sale was opened on June 24 -29 10, eight cars were paid with intent.
In addition, Bora, sagitar and other models all enjoy a cash discount of more than 30,000 yuan when they arrive at the store. There are also a series of activities such as a five-year vehicle warranty of 654.38+0.5 million kilometers, free oil maintenance, and a double warranty package of 65.438+0.699 yuan. Welcome users in need to come to the store for consultation.
Geely xingrui
Yang Hui, general manager of Wanshun Geely Store, recommended a brand-new compact car called Geely Xingrui to us. Geely called this car "the subversive of family car", and the price range was 65,438+065,438+0.37-65,438+049,700 yuan. The mid-to-high-end configuration subverted the user's positioning for other cars of the same class. From the aspects of space, control, intelligence, health, architecture, and even the standard car of 300,000, the attention and heat have been very high since the last world.
At present, Wanshun Geely Exhibition Hall has a car show and a test drive. Designers who have already started pre-sale recommend a nationwide limit of 3,000 sets, and 20 sets will be sold out in a short time. Yang Hui believes that this car will definitely become a brand-new explosion of Geely brand in the future.
Editor's comment:
In recent years, the automobile industry has developed rapidly, and new energy vehicles and driverless driving have become familiar terms. Xi 'an seized this breakthrough opportunity, optimized the market environment, increased investment in the automobile industry and provided more policy support. For car companies, it is a broad market worthy of layout; For consumers, there will be more and better products to choose from in the process of car purchase in the future. (Text/car home? Weng Meng)