& lt Auto Power Chongqing > When the reporter visited the daily dealers, he found that after the rapid expansion in the previous two years, some local old-fashioned group dealers in Chongqing have moved from the prosperous time of "staking the land" to the sadness of quitting the network and closing the door.
★? Zhongkong Group (Peixin) is located in three 4S stores (SAIC Buick, Chevrolet, Roewe and Beijing Hyundai) built at the same time near Banan District Institute of Technology. Now there are only Buick 4S stores, Roewe and Chevrolet have been transformed into SAIC Volkswagen, while Beijing Hyundai is still there, but the exhibition hall is empty.
★? Trading company group Chevrolet (seven kilometers store) closed its doors to thank customers;
★? Dongfeng Nissan 4S store, once the pillar of Star Group, has now changed hands with Southern Group;
★? Chongqing Hua Fu Zhonghua Store is still open, but it is said that it is going to quit the network and change its brand.
★? Cheetah outlet store, Ke Ling Erlang store and Southeast Auto Huang Ji store, but before he conquered, he was "stillborn".
Is it mismanagement? Or is the "environment" too bad?
According to the data released by china automobile dealers association recently, the early warning index of 20 19 and 12 automobile dealers' warehouses is 59%, down by 3.5% month-on-month and 7. 1% year-on-year, and the inventory early warning index is above the warning line. This is the second consecutive year since 20 18 and 1.
Inventory pressure is not only a portrayal of the rise and fall of the "big environment", but also the most invisible "internal injury" of dealers. The national automobile inventory early warning index has been above the "red line" for two consecutive years, which also reflects the weak demand in the automobile market. From the second half of 20 18, the automobile market began to decline, and the downward trend continued in 20 19. The auto industry continues to stage "M&A" events, and some small and weak enterprises even withdraw from the market.
Car companies are still like this, and dealers are naturally more difficult to support. According to the assistant general manager of Chongqing MG 4S store, once the sales volume of MG brand in Chongqing market was about 100 vehicles per month, but now the sales volume of MG brand that has been opened to three stores is about 100 vehicles per month, but the inventory is much higher than that of the previous single store. If you add an unhealthy capital chain, you will fall into an infinite cycle of "not daring to sell a car", fearing that you will be pressed in the inventory, which will also lead to selling one at a low price and losing another. Although many consumers are completely skeptical about the statement that dealers sell one machine at a loss, from the perspective of the whole sales chain, such a situation is not impossible, and even many dealers are facing problems.
In addition, there are three reasons that lead to the decline in demand for 20 19 cars, which also leads to the "dilemma" of dealers.
First of all, from July 2065438 to July 2009, some cities began to implement the transformation from "National Five" to "National Six", which on the one hand led most consumers to wait and see with money, on the other hand, the "National Five Clearance" overdrafted a large number of car demand in many big cities in advance.
Secondly, the implementation of the purchase tax policy adjustment once again overdrawn another part of the demand for car purchase in advance, but the subsequent policy propaganda only stayed in the form of slogans and did not really fall into specific implementation measures, resulting in a downward trend in consumer demand for car purchase.
Finally, the second, third and fourth tier cities have gradually changed from growth points to saturation points after the transformation of the country and the adjustment of purchase tax. Coupled with the restrictions on purchases in first-tier cities, the entire automobile market has become more and more "cold".
But the decline of a dealership may not be simply attributed to the bad market environment. In fact, many 4S stores are generally insensitive to the current poor car sales. They think it is normal that the environment is not good and sales are not good, and there is no longer-term plan to deal with the current situation. In addition, for some distributors of collectivization mode, the transfer of funds by the group is also a fatal blow. On the one hand, it is very important for the group to allocate funds, because the "earning" ability of 4S stores is not enough, and it is hoped to make "quick money" with the funds that can be mobilized at hand. But for a mature 4S shop, it is almost impossible to export "quick money", but it takes a long time to cultivate customers.
Of course, there will still be good examples against the market. It is reported that Sifang Automobile Trade, a veteran Wuling dealer in Chongqing, has accumulated a lot of customer resources through Wuling-Baojun-Xinbaojun. In order to prevent the loss of customer resources, the group headquarters pays millions of real money from its own pocket to consolidate the customer stickiness of its dealerships in the form of activities or concessions, so that the crowd effect can play a greater role before and after sales; In addition, the seven-star Mercedes-Benz, a trading company, is well-known in the national sales list of Mercedes-Benz dealerships in the case of relatively unsatisfactory geographical location and inconvenient transportation, which is also inseparable from advanced business philosophy and service concept.
Therefore, the rise and fall of the general environment and the level of brand power may have an adverse impact on the operating conditions to a certain extent, but if we can clearly understand the market and adjust our strategies, the dilemma of "poor management" is not irreversible. Of course, this requires the joint efforts of the group and the dealership.
Is it really "foreign monks like to recite scriptures"?
In recent years, as an emerging first-tier city with rapid economic development, Chongqing has attracted many large foreign groups to enter its automobile market. He Qiao Benz belongs to Hong Kong Dachang Bank; Audi, a new element to which Chengdu new element belongs; Audi and Volkswagen under Jilin Changjiu Group have established themselves in Chongqing market.
Compared with local distributors in Chongqing, large groups have stronger financial resources and more advanced concepts (at least service concepts). After a period of market cultivation, the customer resources of some local distributors have indeed been diverted. But today, when everyone puts service and marketing first, the classics read by "foreign monks" are not necessarily good.
According to industry insiders, Audi and FAW-Volkswagen, two dealerships under Changjiu Group, are still losing millions of yuan in the case of not weak sales in 20 19, and the plans of the two dealerships in 2020 are also designated as "reducing losses". It can be seen that foreign capital is not like a duck to water in Chongqing market at present, and what needs to be cultivated is its own "internal strength".
Blackstone, the most powerful automobile distribution group in Chongqing, has successively increased the number of strong brands such as Buick, Audi and Cadillac in the past two years when the automobile market is not optimistic, setting an example of "leader" in the gloomy automobile dealer circle in Chongqing. Beisida Group, which deeply cultivates the local market and adopts the tactics of the secondary market moving closer to the city center market, also adopts unified pre-sales marketing and after-sales service means, and gradually becomes the object of emulation.
Therefore, whether it is a "foreign monk" or a pioneer of local management, high-standard marketing and service concepts are the foundation, and even in the "cold winter", they have the ability to hold a salary for themselves.
Conclusion: Perhaps we can remind those who persist in struggling in the cold wind with a sentence from philip kotler, the "father of modern marketing", "If we continue to do business like this within five years, it will not be far from bankruptcy".
After all, what is eternal is eternal change.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.