Lead
Introduction
When the epidemic and price increases suddenly arrive, what is the scene of the Shanghai auto market?
Author 丨 Zhang Zhidong, Deng Yongtuo
Responsible editor 丨 Luo Chao
Editor 丨Zhu Jinbin
The epidemic is shrouded, and the Shanghai automobile sales terminal is suffering from various challenges.
Along the way, from the car 4S store to the mall direct store, the sparse crowd seems to be telling something. Regarding the reduction in passenger flow, many salespeople revealed that the most affected thing was the beginning of the epidemic last week, which has now improved, but it can only be said to be a slight improvement.
Specifically, the scene situation of the car market is not the same. In addition to a few "open and hanging" stores, most of the 4S stores are full of doors, and the direct stores in large shopping malls are only supported by staff and lack popularity.
From the perspective of the naked eye, the epidemic is the same for all car brands, and will not be treated differently because of the price increase; but on the other hand, the new forces led by Tesla have shown enough mobility, fully utilized the "online" means, and ensured enough "vitality" in the epidemic environment.
4S Shop "All Beings"
First of all, the first part of the car market survey - the visit to the 4S store.
There are many car brands involved, bmw, MG, SAIC Volkswagen, Buick, Skoda, Ford, FAW Audi and so on. Although in terms of footfall, they are basically the same, but their performance is different.
Among them, Skoda is directly "closed door", blocking the plaque at the door and writing impressively: This door is closed, please go around.
MG 4S store is not very lucky, sales are all due to the epidemic, was banned in the community. Therefore, the relevant sales business has to be top of the second-line personnel, lack of efficient communication and customer acquisition, and the order conversion situation can be imagined.
The Cadillac 4S store may be a bit dangerous, before entering its park, the author was stopped by the security guard and asked for a nucleic acid test for nearly two days, otherwise it would not be possible to enter. Just when he sighed that his sealing control was in place, the security uncle said a sentence in passing, "There is a secret connection inside", and immediately decided to turn the front of the car and go to the next stop.
Coming to the 4S stores of Buick, Ford, and FAW Audi, the popularity is slightly more, but there are also more limited.
Among them, due to the presence of new cars EVOS and Mach-E in the Ford 4S store, there is a certain drainage effect. However, it is worth noting that Mach-E only has exhibition cars in the 4S store, and if you want to statically feel, test drive, and purchase related, you can only go to the direct store.
FAW Audi 4S store or relaxed state, the author just entered the store soon, there are consumers to see the car. However, when I left the circle, I found in the area of its after-sales workshop that either the customer or the staff were playing badminton there. Indeed, in addition to the suppression of the epidemic, it is also a good choice to relax your body and mind.
After leaving the Audi store, it was the point.
The plug-and-mix market is the object of the author's attention, so when a plug-and-mix model is found in the Buick 4S store, it deliberately stays for a while. When asked how to insert and mix, its sales staff said without hesitation: It is the era of plugging and mixing.
In addition, the sales staff has also mentioned two points many times: first, the Shanghai mixed green card policy is about to be cancelled, and the deadline is until the end of this year; second, there are now existing cars in the store, which is easy to get on the card.
BYD "open and hang"
To be honest, at first I didn't think there was anything wrong with Buick's sales, but in BYD's 4S store, there was a comparison, and the information of the two sides was integrated, and a feeling of "originally so" was born.
Indeed, buying plugs and mixes in Shanghai is largely because of the green card. But in this regard, BYD has a flaw that is easily overlooked - the waiting time is too long, 6 months.
As the domestic sales champion last year, BYD's popularity really has nothing to say. Especially along the way, after getting used to seeing the cold car market, and then seeing the scene of "crowded" in BYD's 4S store, if you are not surprised, it is fake.
The fact is that under the blessing of DMi and many new products, BYD, even if it wears the negative buff of the epidemic, is as popular as "open hanging".
In the whole process of visiting the store, there are two scenes that are particularly memorable.
In the first scene, just when the sales staff was introducing the model to the author in the car, the co-driver suddenly sat in an aunt and said that he wanted to listen to it together; the author took the opportunity to look at the aunt's coming-from, just next to BYD Tang, her lover was sitting in the main driver's seat, listening carefully to the sales explanation.
In the second act, when the author was about to leave, he walked over to two families with children and daughters, and went straight into BYD's 4S store. Looking at their backs, I can't help but think: Maybe soon, BYD will have a few more orders.
It is true that ATD at this moment is "expected", but there are also obvious problems - production capacity can not keep up, there is no existing car, and it takes 6 months to pick up the car.
There is no doubt that a long wait is a variable, if BYD fails to schedule production and delivery before the end of this year, then for Shanghai consumers, it means that they have lost the great opportunity of free Shanghai cards. It is precisely because I have figured this out that the author understands that Buick sales have repeatedly emphasized the meaning of existing cars.
So, what if the production capacity is not enough?
BYD's sales staff revealed to the author such a message: If it is too late to schedule production, it may suspend the acceptance of Shanghai-related orders.
Yes, it is so "arrogant", when other brands "worry about selling cars", BYD seems to be planning to "sell less points".
"Change" under the epidemic situation
This side is "all the same" desert except for BYD, and the direct sales store in the mall over there is not much better. In the large shopping mall, almost no one comes to the store to see the car, even if there is no head.
The sales staff told the author that in fact, the purpose of doing direct sales stores is very simple, that is, to increase the exposure of the brand, and to sell cars by the way. At this point, there are different perceptions between traditional car companies and new forces such as Tesla and Wei Xiaoli.
Most car companies like BYD, which already have their own dealer network, are able to work with dealers to jointly open direct stores in the mall, and then share the cost. On the one hand, the brand exposure of car companies has increased and the number of customers has increased; on the other hand, if you book cars and pick up cars, you can also divert traffic to 4S stores to achieve a win-win situation.
To tell the truth, this method seems to be the direction of the dealer network innovation and upgrading. And it is not difficult to find that in the empty shopping mall, in addition to the new energy vehicles settled, there are many fuel vehicles have also begun to layout.
So the question is, under the dual pressure of the epidemic and competition, how do new forces such as Tesla and Wei Xiaoli take the move and make moves?
Of course, it is with its own flexibility and breakthrough. And in Tesla's direct store, the author was put to work by its sales staff.
First of all, about Tesla's price increase, the sales staff of Tesla stores said that due to the impact of the increase in the price of raw materials caused by the war, there is no way to increase the price. As for the large price increase, it is because the cost of benefiting consumers has been controlled to the minimum before; the small increase in other houses indicates that there is a part of the profit margin.
"For those who don't trust or even smear Tesla, Tesla has always insisted on speaking with good products."
From the words and deeds of this salesperson, it is not difficult to see the sense of belonging to Tesla. In terms of Tesla's product strength, the sales staff also told another thing with emotion - "Opposite the sale of Volkswagen ID., they buy their own brand employee price as long as 6.5% off, but run to our store to buy Tesla, do not believe you can ask." ”
The truth of this statement is unknown, but I have heard similar words in BYD's direct sales store - "The sales of Weima next door said that even if BYD Song Plus DMi increased the price by 50,000, some people bought it." ”
Whether it is a word or a real thing, the price increase of new energy vehicles has become a foregone conclusion, whether it will affect related sales, presumably it will still rely heavily on the degree of user recognition. However, it is worth mentioning that regarding the impact of the epidemic, the author has seen another scene here.
"Now it's all online booking, so it doesn't have much impact."
Coincidentally, just as I was communicating with the salesperson, the salesperson was communicating online with another customer about the booking, and it was very efficient to complete the booking in just a few minutes.
Then the salesperson looked up, looked at the author and said leisurely: You see, isn't this still booking a normal car?
After all, such a close and trusted user exchange, Presumably few car companies can do it. And it is not difficult to find out through this that the "old-fashioned" way of inquiry in traditional sales should also be replaced.
Write at the end
Although the information at the sales terminal is very mixed, you can see the most real and tough Shanghai auto market.
For example, MG's second-line personnel are on the battlefield; Huawei AITO and Lantu Automobile do not increase prices, and they want to be "conscientious enterprises"; Tesla has "online booking skills"; FAW-Volkswagen ID. gives preferential + insurance gifts; MARVEL R can deliver cars in a week...
It is true that under the shroud of the epidemic, various automobile brands have shown different "sentient beings", but in this "battle" that belongs to the Shanghai auto market under this mixture, no one will easily surrender, but insist, break through, and reshape.
Since force majeure factors are difficult to avoid, then exert subjective initiative, and people will win the day.