Zhongxin Finance, February 2 (Ge Cheng) During the Spring Festival, many traditional automobile 4S stores have taken a holiday break, and the automotive industry has made what kind of innovation around new retail and new formats? The car brand experience stores built around major business districts have opened up a new track.
Since 2021, major brands have entered the urban area, opened up a "new battlefield", and created a brand experience store in major business circles, consumers can contact the hot new car in their leisure time shopping and eating, and the "non-closing" experience store also allows consumers who are interested in buying a car to "feast their eyes".
On January 31, the Xiaopeng City Exhibition Hall in Wukesong Huaxi Live, Beijing, opened as usual. Photo by Ge Cheng
Located in Beijing Wukesong Huaxi Live's Xiaopeng Automobile Exhibition Store, it attracted a large number of consumers who watched cars during the Spring Festival. Mr. Zhang, a consumer, said that he has recently considered changing cars, and new energy vehicles are also the focus of attention. Just here to see the display shop of Xiaopeng Automobile, the appearance is good-looking, the space is reasonable, the key is to be able to walk around after eating, and I feel that watching the car has also become a pastime for shopping.
Wei Zheng, marketing director of Xiaopeng Automobile, said that Xiaopeng split the traditional 4S into 2S+2S, the first 2S was to establish an experience center in the core business district, mainly for sales, display and data collection; the second 2S was a super service center to provide delivery, repair, maintenance, spare parts and other functions.
Mr. Wang, a sales consultant, said that during the Spring Festival, the continued operation of the city showroom in the automobile business district is very helpful for brand promotion and product sales. These days to see the car customers are very many, although here can not provide test drive, but the enthusiasm of consumers is still undiminished, some consumers these days directly in the exhibition hall booked a car, "not closed" let us During the Spring Festival also harvested full.
All along, the automotive industry mainly around the 4S store sales, maintenance and other work, and the distance from ordinary consumers is far, and with the development of new retail formats, especially with the rapid development of new energy vehicles, many car-making "new force" brands have not chosen to open many 4S stores like traditional brands, but for key cities, open up urban exhibition halls in major business circles. Here, consumers can experience the exhibition car, but also choose and book the car.
January 31 Weilai City Exhibition Hall at Huaxi Live in Wukesong, Beijing. Photo by Ge Cheng
At present, the new car-making forces generally adopt the method of Internet + offline experience center to provide consumers with an "integrated, multi-touch" sales service experience, and improve the car purchase experience through all-platform direct sales channels.
China-Singapore Finance visited and learned that in addition to Xiaopeng, in the underground open-air plaza of Beijing Wukesong Huaxi Live, WEILai and Ideal also opened a brand experience store. "Wei Xiaoli" three new car-making forces gathered together, during the festival "do not close".
On January 31st, the ideal city exhibition hall of Huaxi Live in Wukesong, Beijing. Photo by Ge Cheng
In addition to open-air display stores, some traditional brands have not missed the opportunity to promote brands and products, and have successively embraced new models and laid out in shopping malls. Ford's new energy brand Mustang Mach-E, with the help of the brand's welcome opportunity, landed in the CapitaLand Mall in Xizhimen, Beijing, attracting many consumers to stop.
Consumer Ms. Li said that in the process of shopping, she was attracted by the appearance of the vehicle, and felt that the appearance and performance of the car were online, which was the first time he wanted to take the initiative to buy a new energy vehicle. The exhibition shops in this kind of mall are not as far away as the traditional 4S stores in the past, so that you can come in and sit in your leisure time shopping, and the experience is very good.
The Ford Mustang exhibition hall is located on the first floor of Beijing Xizhimen CapitaLand Mall. Photo by Ge Cheng
The transformation of the new retail model has also transformed the concept of automobile sales. The car showroom has been spread throughout office buildings, large shopping malls, hotels and cultural centers, or business circles near transportation hubs, as well as life circles where users gather, opening the experience center to the user's side, making it more convenient and easier for users to buy a car.
Recently, the National Development and Reform Commission issued the "Notice on Promoting Consumption in the Near Future", which proposes to further stimulate the new vitality of smart retail. Develop new retail formats, accelerate the cultivation of new experiential and immersive consumption scenarios and convenience levels, and meet new consumer needs such as "home economy" and "cloud life".
It is understood that at present, Feifan Automobile, Xiaopeng, Ideal, Weilai, Volkswagen and other brands have opened up city exhibition halls in major cities, during the Spring Festival, consumers want to see the car at close range, there are many new places to choose, are you ready to buy a car during the Spring Festival?
(China News Network)