What can I see in the mall? Previously, the core position of the mall was mostly occupied by offline experience stores such as Apple and Huawei. In recent years, turning your attention to the next door of these experience stores, you will see the city exhibition halls of brands such as Weilai, Xiaopeng and Ideal. Not only are there new forces in car manufacturing, more and more joint venture brands have also found the charm of urban showrooms, like Volkswagen is also landing ID.Store, Cadillac's city showrooms have also gradually landed with the pre-sale of the new pure electric model Cadillac LYRIQ. So, why are city exhibition halls getting more and more popular?
How efficient is the Auto City Showroom?
In fact, the car city showroom is not a new thing, compared to the car 4S store, the city showroom is a more cutting-edge marketing model. The city exhibition hall should reflect the characteristics of the word "city", which is generally located in the downtown area, and has more natural flow than the remote 4S store. When shopping in shopping malls, female consumers generally prefer to visit cosmetics stores and clothing stores, while male consumers prefer watches and cars, so they will naturally enter the city exhibition hall to see cars and understand cars. Many consumers may end up making a decision to buy a car from the moment they step into the city's showroom.
The automobile city exhibition hall is divided into direct operation of car companies and dealer operation. The former does not undertake sales business, the staff will introduce the models in the showroom, and can also visually show consumers the different colors and configurations of the vehicle through virtual demonstrations, so that consumers have a deeper understanding. The latter is to display the brand image while undertaking sales functions, but there is no 4S store maintenance and other services.
Now, we can see more of the new car-making forces located in shopping malls, because the utility of urban exhibition halls is very obvious, and there are endless consumers entering the exhibition hall every day. In fact, the cost of building a city exhibition hall can be regarded as a brand advertising fee, which is two-way, both inquiring and feedback, and presented in a more efficient form.
Why are more and more brands launching city showrooms?
Previously, city showrooms were an important sales channel for luxury brands. Luxury cars have high unit prices and high profits, so it is understandable that luxury brands will set up city showrooms in the city center.
But what really carries forward the city's exhibition hall is the new force of car-making. The success of this marketing model lies in the fact that car companies have insight into the transformation of consumer consumption habits, which is that consumers now pay great attention to experience.
The city showroom is the car experience center, where you can not only see the exhibition car, but also sit in the car to truly feel the product characteristics of the model, and even drink coffee and chat with friends, this process is completed in the leisure time of shopping malls, which can be said to be comfortable and efficient.
Although the product strength of the model is the most important, good service and good marketing strategy are also important factors that bring excellent sales. Personally, I believe that the sales of the new car-making force "Wei Xiaoli" in November are inseparable from the strong publicity of the city showroom, and only when consumers have easier and more convenient channels to understand the brand and model, car companies can get more orders.
summary
On the one hand, the popularity of the automobile city showroom is due to its strong publicity power, which can let more consumers know about the brand and model. On the other hand, the staff of the city showroom also gives consumers more space, and the sales attribute will not be as strong as that of the 4S store, which will not put pressure on consumers. Another feature of the automobile city showroom is that it is efficient, and perhaps consumers buy a car by the way when they visit the mall, which is also difficult to do in various previous car sales models.
Now the car city showroom is mainly luxury brands and new car-making forces, the future will have more joint venture electric brands successively entered, I believe that the transformation of the car marketing model will bring more convenience and benefits to consumers.
(Author: Dai Jun)