"All the goods for artificial dreams are worth putting on the first floor of the supermarket."
Perhaps what many luxury brands have not expected is that a car will be their fierce enemy in the supermarket to seize the gold shop.
While lamenting the rapid innovation of business models, we are also being brainwashed and planted by the combination of this "car + business" model that has gradually become the standard.
From the initial "driving in" supermarkets to today's "driving in" supermarkets, cars that constantly improve their status have "crossed the line" again and again, bringing revolutionary changes to the market and consumption habits.
What is the one-stop consumer experience of "food, clothing, housing and transportation" that is supplemented by the car?
Gathering in the business circle, the "flattering" of new energy
Successfully settled and rooted in the business circle, the new energy vehicle brand is the pioneer of the car circle. Among them, Tesla is the vanguard of the pioneers.
In 2013, Tesla entered the Chinese market and opened its first experience center in Beijing's Parkview Yerba Buena. It has opened a precedent for automobile experience stores to enter commercial supermarkets. Subsequently, the opening of experience stores in key business districts and supermarkets in mainstream cities across the country has become the easiest way for us to meet Tesla.
Then, Brands such as Xiaopeng, Ideal, Weilai, and GAC Eian also entered the business circle and got a delicious soup after the "early taste". In addition, Geely, BYD, Lantu, Hongqi and other brands have not fallen at all, and have advanced into supermarkets.
A "enclosure movement" to maximize market share has quietly emerged. Finding the most potential customers and opening the store here is naturally more effective. Get together to debut, hug the group to "heat up", and the new purchase experience of consumer fees. Consumers do not have to drive to the car park deliberately, they can see their favorite car in the supermarket in front of their homes, and the convenience is beyond doubt.
I have to say that the "flattering" of new energy vehicles is naturally to let them "full of pots" of word of mouth.
Drain popularity mall and CAR "win-win"
It is not so much a business as it is a mutual achievement. In such a competitive game, supermarkets and car companies are undoubtedly winners.
The experience center of the car company enters the supermarket, which will naturally bring more "organic traffic" to it. Not only has it increased the platforms and opportunities for display, but it has also provided convenience to its own potential customers. Here, people can watch cars, choose cars, answer questions, and take a leisure break, providing more opportunities for car sales. To a certain extent, the supermarket has also helped these brands establish a brand image of "high-end, avant-garde and trendy", which complements these models with a value of hundreds of thousands.
From another point of view, under the transformation of traditional business models, more fresh faces are also needed to enter it in order to bring sensory stimulation to consumers. Some tide-headed new energy models appear in the golden position of commercial supermarkets, which will naturally gather popularity and attention. In addition, from the perspective of merchants and supermarkets, the format of the "façade" position determines the tone of the supermarket, and the expensive cars are stationed here, which naturally supports the façade and raises the tone. The appearance of new energy vehicles can also attract the attention of male consumer groups that once need to be arranged in the "husband's depository", and the diversification of formats increases the reputation and stickiness.
Of course, car companies have also made great efforts and thoughts in choosing business overtime.
Taking the Tianjin market as an example, Tesla, as the trend leader of new energy vehicles, opened experience stores in the MixC and Hisense Plaza; GAC Aeon entered the Aegean Sea and Tianhe City and became a popular "punch card" store; Xiaopeng Automobile laid out the MixC, Binhai Wanda Plaza, 66 Plaza, Dongli Wanda Plaza, Aegean Sea, and there are experience centers built in the city's merchants and children have not yet appeared; Ideal Car has also entered the Marina K11, Hang Lung Plaza, Binhai Wanda and Luneng City Lantutu also advanced into the MixC. Tianhe City, Kerry Hui, Nankai Joy City...
People familiar with Tianjin's commercial formats should not be difficult to see from these layouts that they have stationed their experience centers in supermarkets in target customer clusters for their target customer groups. The flow of people and attention in these experience centers should meet the initial expectations of car companies.
Is the return to the original MALL only a temporary harbor?
Seeing this, some people will definitely ask, then in the future, will the supermarket replace the 4S store?
In fact, the answer is no.
Although it is now in the dividend period for car companies to obtain greater benefits in supermarkets, experiential marketing has always been a means of transition and promotion in the early stage of the development of new energy vehicle companies. Through the external display of commercial supermarkets, it is not only for selling cars, but to store energy, and plant this vigorous "grass" in the hearts of consumers.
But cost is always a "sharp edge". In the future, with the improvement of people's recognition of new energy vehicle brands and models, the market is gradually mature, and there will be more follow-up work that needs to be maintained, at that time, under the premise that brand advantages have been established, the 4S shop model with lower operating costs will still become the mainstream of new energy vehicle selection.
It is reported that tesla is currently planning to close the experience stores in the core business circles of first- and second-tier cities, and open more experience stores to peripheral business circles and suburban business circles.
If the pioneer who opened the curtain of the experience center is the first representative to leave the supermarket, it is foreseeable that more and more car companies will follow this top-notch car company in the future.
But there is no need to worry, after all, the supermarket is only a temporary harbor for the car in the promotion stage, and after returning to the original, it will be more successful and more effective with half the effort.
【Che Weijun language】
For the artificial dream car on the first floor of the golden bunk, paid, also got.
Ta's "return" will make the automotive industry better.
Of course, this kind of departure will also give the opportunity to "dream-making" to more "dreamers".