Volvo's official direct sales model landed: the first city center store settled in Shanghai, and more than 30 more will be opened before the end of the year

Per reporter: Sun Tongtong Per editor: Pei Jianru

Volvo has made substantial progress in exploring the official direct sale model.

A few days ago, Volvo Shanghai Jingyao Qiantan City Center Store was officially opened, showing Volvo's new energy models, using "the same city and the same price full transparency", online orders, unified prices.

Image source: Courtesy of the enterprise

Since November 1 last year, Volvo's plug-in hybrid models have begun to adopt the official direct sales model in Shanghai, including S60 RECHARGE T8, S90 RECHARGE T8, XC60 RECHARGE T8, XC90 RECHARGE T8 and other models, all of which adopt a unified "one-price" sales model. It is reported that by the end of 2022, Volvo Cars will open more than 30 city center stores in core cities such as Beijing, Shanghai, Guangzhou and Shenzhen.

It is understood that under the official direct sales model, Volvo Cars' dealers account for more work in offline delivery and after-sales service. Dealers no longer have inventory pressure, but transfer to the main engine factory, adhere to the "one price" sales, invisibly let the dealers from the previous bargaining link, to the front-end product introduction, transformed into the so-called consultant sales.

Volvo believes that through the official direct sales model, it can achieve accurate drainage of contacts by leading the upper-end brand experience center and the city center store; while the dealer leads the lower-end 4S store, pop-up store, and satellite store to convert more user groups, and this "up-down" business model can fully improve its national distribution system and deepen the connection and communication with users.

"Under the direct sales model, the sales consultants come from our own direct sales team. Compared with the new car-making forces, the T8 direct sales model piloted in Shanghai is more moderate, because the main body of sales is still dealers. At the same time, we have our own independent city center exhibition hall, so we are closer to the new car-making brand in the channel. We tried several models in parallel, and it was also an effort to transition to direct sales with different products. Chin Peiji, president of Volvo Cars Greater China Sales Company, said in an interview with the "Daily Economic News" reporter, "In terms of consumer choice, plug-in hybrid models are relatively close to pure electric models, and Volvo takes the T8 product series as a pilot, and also hopes to make a comparison with the new car-making brand on the starting line that is relatively close." ”

In Chin Peiji's view, the new forces of car manufacturing have given a good sample to traditional car companies, but the 4S shop model of traditional car companies also has its own advantages, and eventually the direct sales model and the traditional 4S store model will move closer to the middle from both ends.

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