On April 9, a number of sealed areas in Changsha were lifted.
Hunan University unsealed, Yali Middle School unsealed! More than 100,000 teachers and students resumed classes!
The library is open! Botanical Garden, Zoo open!
Yuelu Mountain, Orange Island, Fisherman's Wharf... A dry net red punch card reproduced the fireworks.
People's Daily comments: Changsha has achieved the greatest prevention and control effect at the lowest cost.
At the economic level, Changsha has minimized the impact of the epidemic on economic development. From January to March, Changsha's 1,766 major projects completed a total investment of 112.06 billion yuan, accounting for 27.2% of the annual plan, and the city's project start rate reached 98.7%; the main economic indicators in the first quarter were exceeded.
But even so, what we can't avoid is that under the epidemic prevention policy of "less gathering and no getting together", the impact on offline physical stores, such as car dealers and second-hand car dealers, is still not small.
"We do the process required by epidemic prevention, even if the form is complicated, as long as there are customers coming to the store, these are small things." The sales of a car dealership in Zhongnan Automobile World said, "Now it is not how good we are in terms of service attitude to have how many customers there are, as long as there are customers, all additional services are worth it." ”
White painting scene one: Lantu opened a new store, afraid of not being popular
On the morning of April 9th, with the opening of the Yundahui Shopping Center, a new Lantu space was officially opened to welcome customers. This is the fourth Lantu space in Changsha, but the opening time of the original end of March has been delayed by more than a week, all because the epidemic prevention and control in Changsha was in a tense period at that time.
In fact, in the early soft opening stage, the store has begun to gradually contact customers. The reporter once applied for a test drive in the store as an ordinary customer, and the next day after communicating with the store after the application was approved, a test drive commissioner drove the test drive directly to the door of the "customer". Wear a mask, sign a test drive agreement, simple operation instructions... Seemingly simple processes, in fact, are all details of the real chapter.
It is understood that in the past Three months, Lantu delivered 1400 new cars, an increase of 89% month-on-month. Lantu Automobile said that due to the repeated impact of the epidemic in many parts of the country in March, Lantu's supply chain and delivery are facing greater challenges, and it is now making every effort to ensure supply and gradually resume delivery.
From the start of delivery in August 2021 to March 31, 2022, the cumulative delivery volume of LandoFRE reached 10,484 units. What is this level?
Judging from the delivery growth law of the first model of the new brand, the first models of WEILai and Ideal and Lantu have reached the level of 10,000-13,000 vehicles in the eighth month.
From the perspective of channels, as of March 31, 2022, Lantu Automobile has opened 55 Lantu spaces across the country, covering 25 cities, with an average monthly sales of 30 vehicles per store, which is comparable to Weilai and Xiaopeng.
As far as Changsha is concerned, Lantu Automobile has laid out four stores in Changsha, namely in Zhongnan Automobile World, Hisense Plaza, Songya Lake Wuyue Plaza and Yundahui Shopping Center. "New stores entering the city and entering the business" is already a trend, but under the epidemic, the dealerships that originally hoped to gain popularity in the supermarket are now most in need of popularity.
On April 5, the reporter took the initiative to go to the Yundahui Shopping Center to return the test drive. Theoretically, it was still in the Qingming holiday on the same day, and the epidemic prevention department advised the public not to go out of the market as much as possible, which should promote a small wave of popularity in the city's business. But in fact, there was very little traffic in the Yundahui Shopping Center that day, except for a few citizens hanging out alone, and then there were two or three shopping guides who gathered together to chat. In this new Lantu space, there is only one sales station at the front desk. Seeing the reporter enter the store, he took the initiative to come forward to inquire. When he knew that it was a test drive, he seemed excited, hurriedly did a test drive questionnaire, and eagerly added a model...
After all, unlike the traditional 4S store," "customers entering the store are also divided into intention levels", "the supermarket positioning customer flow has been circled once, and every consumer who passes by the door of the store may be a potential customer, at least a brand word-of-mouth promotion customer." Bo eyeballs, quick solicitation, which is why more and more car companies want to open stores in supermarkets. ”
White painting scene two: one hundred million a night, the online auto show has a miraculous effect
Also on April 9, the first online auto show of Hunan Lantian Group opened. Slightly different from the regular offline auto show, Lantian Group's online auto show time opened after 6 pm, and the pre-warm-up live broadcast was carried out for two consecutive days in the early stage.
As of the news obtained before the reporter's press release, the online auto show has achieved remarkable results, with more than 1.8 million people watching online, and 717 new cars have been traded, with a transaction amount of 107 million yuan.
For a traditional dealer group, it is a great thing to try an online auto show for the first time and achieve such results in 2-3 days. Among them, of course, there is the endorsement of the strength of the group, but more is the efforts of the dealers to "teach themselves".
In terms of group strength, Lantian Group is the most extensive dealer group in Hunan Province, and this auto show also involves the overall online linkage of 9 major cities, 25 automobile brands and 70 brand dealers in Hunan, and the scale is "unprecedented in the group". In fact, lantian group has tried to run its own offline auto show many times earlier, and has accumulated some experience for this offline transfer.
However, in the era of new media and the marketing era of live video broadcasting, the advantages of Lantian Group are not obvious. Even if there are full-time personnel in the group's brand stores responsible for daily video dissemination and live car sales, there is a gap between them and Internet celebrities or top streams.
It is understood that in order to broadcast the auto show online, Lantian Group has begun to prepare more than a week in advance, "a fifteen-second video has been repeated four or five times, constantly changing the book, changing the actors, and the main promotional poster alone has done several versions." The planners of the Lantian Group Online Auto Show told reporters, "Although professional live broadcasting agencies have also been invited to do technical operations, the Internet celebrities of the live broadcast are all Lantian employees, and they are somewhat lacking at the professional level." ”
After the end of the live broadcast on the same day, the planner told reporters, "You don't know how nervous we are, both afraid of the live broadcast dropping the line, and afraid that the sales will accidentally say something, and will be directly cut off by the platform to broadcast the live broadcast." After all, unlike offline, they will be much more restrained online. ”
Since the beginning of the epidemic last year, many sales guides in the automobile sales circle have begun to teach themselves to live stream goods and sell cars. Maybe someone found the trick, not only sold the car, but also became a traffic influencer; there are also dealers who found their own traffic passwords, and the number one store has become a marketing big... But more sales are just looking for a way out in the midst of groping and awkward chats.
【Reporter observation】The epidemic is both a barrier and an opportunity
Lack of flow of people, lack of consumption, lack of commodity circulation; but at the same time for the physical business to find a new way to make a profit, offline is not good to turn online, not all to the store is called consumption, online can still have interconnection.
Especially for car companies and dealers who are not good at online, making up for the shortcomings of online marketing is not only a helpless choice at the moment of the epidemic, but also an inevitable move to cope with the next challenges. Online marketing is the advantage of the new forces of car manufacturing, and the determination and strength of the layout of some traditional car brands are not large, and the epidemic may become an important driving force to break the self-containedness of these brands. Car companies and dealers will take this opportunity to adapt to the new sales model as soon as possible, make full use of new technologies in the era of mobile Internet, integrate online and offline resources, and outline user life scenarios, so as to build a new marketing process and system that runs through all scenes of life.
Xiaoxiang Morning News reporter Mao Chuan