Whether it is the new car-making force "Wei Xiaoli", or the new brands of traditional car companies, such as Feifan and Lantu, they are adopting the new retail direct sales model. Different from the traditional direct sales, in the past, the direct sales of car companies were mainly based on the model of self-built 4S stores, although they were also direct sales, but the assets of the self-built 4S store model were too heavy, and the financial pressure was large when copying, and the human resources requirements were extremely high. The new retail direct sales model is composed of an experience center + online sales + service delivery center. It not only improves the market coverage and sends the car to the shopping center around the consumer, but also solves the problem of insufficient talent in the copying process, greatly reduces the difficulty and cost of replication, improves the efficiency of trial and error, and reduces the cost of trial and error. Although in this way, there is no previous dealer's financial pressure support, but there is also no dealer in the middle of the exploitation of profits, the overall advantages outweigh the disadvantages.
Tesla, the "founding father of the mountain"
Tesla is the originator of modern electric vehicles, and it is also the first to adopt the new retail direct sales model. Tesla's sales are composed of two channels: experience stores and network direct sales, and the subsequent delivery and after-sales service are also Tesla's own responsibility. In the new mode, users only need 3 steps to buy a car: look at the official website, test drive in the store, and place an order. Under the traditional model, consumers need to inquire and negotiate between different dealers, and all kinds of "deceit". Transparency is far more than just the car purchase link, and it will be more standardized and transparent in the car maintenance link, which is particularly attractive for young consumers.
Car Direct Sales 2.0
On the basis of Tesla, China's new car-making forces have "added bricks and tiles" to increase the sharp weapon of user operation. Wei Xiaoli has its own user community, whether online or offline, and often organizes various theme activities. In the continuous interaction, brand loyalty is improved and the communication of the brand is also promoted. Of course, the user's hierarchical operation, many Internet companies are better at, and the use in car companies is not limited to existing car owners, and the influence on potential car owners is also very large, and the promotion policy of "old with new" people does increase new orders.
The pressure and opportunity of 4S stores
The new retail direct operation model allows car companies to jump out of the circle of "eating grain", improving their service quality, but also enhancing competitiveness, attracting more and more car companies to adopt, which invisibly announces that the 4S store model will gradually decline. In fact, in recent years, dealers have had a more difficult time, and stepping into the "sunset" is even worse.
However, although it is difficult for car companies to avoid moving towards the new retail direct sales model, it does not mean that dealers are "dead ends", and there are still opportunities for transformation. In the traditional 4S store model, it is impossible for a single dealer to sell and serve multi-brand cars in the same store, otherwise the quality of service is difficult to guarantee, and the meaning of "4S" is lost. Nowadays, after the experience link is stripped out by the car company, there is a possibility of being intensive. Under the new model, consumers who want to test drive multi-brand models do not need an automotive industrial park to achieve it.
Car companies continue to improve not only technology, but also business models, which is a threat to automotive practitioners, but also an opportunity, whether it is in the sales of new and old cars, or in the operation of users, it is possible to find new opportunities for transformation, grasp well, it means new life and flying.
This article is the original of "Car Review Network", author: Lin Xiaoli, editor: small editor, may not be reproduced without permission. Pay attention to the "car review network" and focus on in-depth reporting of the automotive industry.