Written by | Jiayue
Edit | 9tHdAy
Produced by | S2C studio
Cars in China into the family for more than 20 years, its business model is also undergoing earth-shaking changes, in 1999, the first domestic authorized model of operation of the car sales store opened, since then, 4S this car sales model in the Chinese market blossomed everywhere, and in recent years, with the emergence of a series of new energy brands such as Tesla, cars into supermarkets, and has become a new way, the major traditional car companies have also participated in it.
On October 11, 2021, Dalian Wanda Group and China FAW reached a cooperation to build a "new Hongqi supermarket experience store" relying on Wanda Group's commercial plazas and cultural tourism projects throughout the country, according to the data previously revealed by Wanda, as of 2020, Wanda Group has established 368 Wanda Plazas in more than 200 cities across the country, if the cooperation between the two sides can really achieve point-to-point coverage, then this will be an unprecedented cross-border cooperation in the field of automobile sales, for both sides, It will all be of great significance.
Of course, Wanda's vision in the automotive field is not limited to Hongqi.
On November 22, 2021, Wanda Automotive Technology Service Co., Ltd. (hereinafter referred to as Wanda Automobile) was officially established, a company owned by Wanda Group and Taiqing (Beijing) Technology Co., Ltd. with 65% and 35% of the shares, respectively, and its business scope includes the sale of new automobiles; the wholesale of auto parts; the sales of motor vehicle charging; technical services, technology development, technical consulting, technical exchanges, technology transfer, technology promotion, etc., which can be seen. Wanda Group will make more attempts in car dealerships.
On January 4, some media broke the news that Li Hongpeng, former vice president of commercial of Hyundai Motor Group (China), had officially joined Wanda Automobile as general manager.
When inquiring about Li Hongpeng's information, he found that this veteran who has worked in the domestic automobile market for nearly 30 years has very prominent achievements, especially during the tenure of Mercedes-Benz and Ford, he has completed the reshaping of Mercedes-Benz dealer channels and the integration of domestic Ford and imported Ford channels, and these rich experiences are extremely needed for Wanda Automobile, which has just started, compared with how to carry out sales, the establishment of channel rules is the top priority.
From the outside, the expansion of Wanda Group in the automotive sector opportunities and challenges coexist, the opportunity is that Wanda has a huge number of commercial integrated networks in the country, can be based on this to complete the whole life cycle of vehicle services from vehicle sales, vehicle maintenance, after-sales service, etc., the formation of a more functional commercial complex, and the challenge is that this is a rather complex and cumbersome project, there is no successful case to follow, and from the dealer's point of view, the earliest tesla to enter the business circle to open a store, After having a large enough user base, it has slowly returned to the traditional market operation, at least for now, the significance of the existence of supermarket display lies more in brand exposure than real sales.
What do you think about Wanda's involvement in car sales?