Easy car original car for the Chinese people has always been a big thing, in addition to the price is expensive, buy a car often have to run to dozens of kilometers away from the 4S shop, originally to improve the quality of life and buy a car, the bargaining process can make people feel haggard, which also makes the new car-making forces to adopt the direct operation model is very popular with consumers. Of course, today's traditional car companies are not only exploring new sales models, but also trying to reduce the burden of car purchases, including the traditional luxury brand Volvo, which not only launched the official direct sale of THE REFORM T8 model in Shanghai, but also opened the city experience store to the golden location of the magic capital to narrow the distance with consumers. So what is the difference between Volvo T8 direct sales compared to Tesla direct sales and traditional car companies online sales? With such a question, we visited the Volvo Brand Experience Center in Shanghai Jingyao Qiantan, which opened at the beginning of this year, to find answers.
Opening a experience store in the heart of the city makes buying a car a "little thing."
As Volvo China's first city center store, Volvo Jingyao Qiantan Experience Store is located on the first floor of Huaihai Road, which belongs to the core business district of the city and is adjacent to various big brand tide brands. By coming here, users and consumers can experience the authentic Nordic FIKA culture (FIKA is derived from Swedish culture: Swedes will use a cup of coffee and snacks to temporarily withdraw from work and simply enjoy the moment).
In the past, buying a car often had to run to the 4S shop dozens of kilometers away to see the car, test drive, but also to see who had more discounts than three, and it was very tired at the end of the day, but it was also necessary to spend energy on bargaining, and the psychological burden would be aggravated, so many people regarded buying a car as a big thing and a toss-up thing.
Through the layout of the city center store, Volvo narrows the distance between it and the user, solves the user's pain points, improves the user's consumption experience, and turns the car purchase into a small thing. At the Volvo City Center store, buying a car will no longer be a big task, but an encounter with the Nordic philosophy of happiness!
Imagine that when you visit the mall on the weekend, you want to see a car or buy a car, as long as you are within reach of the city center, you can encounter Volvo's new energy products at any time, and with a cup of coffee, you can feel volvo's unique brand charm. If you want to test drive, you can also make an online reservation in advance, arrange a test drive in the nearby city center store, so that buying a car is as convenient as buying clothes, thus greatly saving the user's time and energy, which is a blessing for lazy people to buy a car.
In addition to the convenience of watching the car test, users can also enjoy the "same price in the same city full transparency", online ordering, unified price, just open the "Wo World" Mini Program, you can complete the online car selection and payment of deposits; no need to negotiate prices, but also get a better whole-process service experience.
It is reported that by the end of 2022, Volvo Cars will open more than 30 urban center stores in core cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, bringing more urban users a Nordic life at their fingertips.
Direct sales reduce pressure for buyers and sellers and enhance the happiness of automobile consumption
In fact, as the most resolute traditional luxury brand in the electrification transformation, as early as 2020, Volvo has taken the lead in opening the official direct sales model for the V60 and XC40 pure electric versions. Since November 1 last year, Volvo's plug-in hybrid models have also begun to adopt the official direct sales model in Shanghai, including S60 RECHARGE T8, S90 RECHARGE T8, XC60 RECHARGE T8, XC90 RECHARGE and other models, all of which adopt a unified "one-price" sales model.
As we all know, the traditional 4S store sales model, because of the pressure of sales, dealers and sales consultants will focus on price negotiations, and even sell a lot of derivative products to customers, which is also the place where traditional 4S stores are criticized the most. The big pain point of consumers is 'not suffering from widowhood but suffering from inequality', afraid that the price is high, so they also put a lot of energy into the bargaining link.
In the direct sales model, car companies adhere to the "one-price" sales, invisibly allowing sales staff to transform into consultant sales, shifting the focus from the previous bargaining links to front-end product introduction and test drive services, which not only saves a lot of energy for buyers and sellers, but also greatly enhances the happiness of users in the process of automobile consumption.
In addition, in view of the pain points of user car purchase services, Volvo has also launched 6 major after-sales service commitments such as "filling a tank of oil", "delivering official gifts", "waiting for you to nine o'clock", "test driving with your heart", "tasting teas", "recommending good gifts", and "parts lifetime insurance", "appointment fast maintenance", "free pick-up and delivery of cars", "ultra-long business", "exclusive scooters", "all-weather protection", etc., which can be said to give users a full life cycle of services from car selection, car purchase, car use, etc.
Therefore, Volvo's official direct sales is to improve the service as the core, different from Tesla and other direct sales model without official authorized dealers to participate, Volvo direct sales use online orders, offline through the selection of dealers for the user to deliver, here Volvo is actually promoting dealers to transform into service providers, so that dealers return to the source of reception, to provide customers with more valuable services. Compared with the new car brands that spend a lot of money to recruit and train new employees, Volvo currently has a direct sales service system composed of more than 280 selected dealers, and there are more ready-made experienced sales personnel, and the advantages of outlets and personnel make them more reassuring in their service landing capabilities.
In the direct sales model, although dealers have lost the pricing power of goods, the advantage is that they eliminate inventory and financial pressure, and only need to prepare exhibition cars and test drives. As for the profits of dealers, Volvo Cars will subsidize dealers who support the direct sales business, and some dealers said, "Direct sales have little impact on us, and the payment service fee is similar to the amount of gross profit from sales." At the same time, the test drive rate of entering the store under the original sales model is only about 20% or 30%, while the test drive rate in the store under the direct sales model can be increased to 60% or 70%. Therefore, the Volvo T8 direct sales model is actually a win-win situation for consumers, distributors and brands.
Exquisite style derived from Nordic luxury The Volvo T8 model blows the rallying cry
In the Volvo City Center store, volvo currently on sale S60 T8 plug-in hybrid, XC90 T8 plug-in hybrid and XC40 pure electric and other models, T8 models as Volvo's most powerful product line at this stage, is volvo's fist products, at the same time in Shanghai can get a green card, exempt from purchase tax, very close to the mainstream consumers' car purchase needs.
Among them, volvo S60 positioning B-class luxury sedan, T8 E drive hybrid model currently has two configurations, the guidance price is 399,900 yuan, 461,900 yuan, equipped with 2.0T machinery + turbo double supercharged engine + electric motor composed of powertrain, the system comprehensive power 392Ps horsepower, comprehensive torque 640 Nm, the transmission is equipped with an 8-speed manual transmission from Aisin, the acceleration time of 100 kilometers is only 4.6 seconds, and the NEDC pure electric endurance is 52 kilometers.
Volvo XC90 RECHARGE T8 model is currently one of the few new energy luxury flagship SUV, currently only one configuration, the guidance price of 894,900 yuan, the same power configuration as the S60 T8 model, 100 km acceleration time of 5.8 seconds, NEDC pure electric endurance of 50 km.
Editor's Summary: As a new landing point for Volvo's new energy vehicle sales channels, the city center store will also become an important part of the T8 direct sales model. The direct sales model will not only shorten the distance between brands and users, but also bring users a better service experience. In the past, Volvo's Nordic luxury has always fallen on the product, and with the advent of the electrification era, I believe that with the layout of more Volvo city center stores, Volvo's "people-oriented" brand concept and "up-and-down" business model will allow consumers to experience a higher value of "Nordic luxury way" in service.