First Xi'an, then Changchun Shenyang, then Guangzhou Shenzhen, recently Shanghai, these days is the epidemic in Beijing, originally thought that the epidemic for more than two years, watching the opening of spring, should be better, who thought that the Russian-Ukrainian conflict outside, the epidemic chaos inside, the current automobile circulation encountered a large problem, everyone is not having a good life, what to do?
How should automotive practitioners respond? How should auto consumers choose?
The new car is sluggish, and the user's thinking takes the initiative to take the lead!
Due to the postponement of the Beijing Auto Show affected by the epidemic, many blockbuster new cars had to be launched in advance and could not wait, so the market seemed to be lively, but in fact, the days were not good, and it was not a sales scale.
BMW X5L domestic seems to be good, but this pricing is a bit inflated, resulting in domestic "restrictive conditions" markup, import price reduction promotion, but at present, consumers for the price of more than 500,000 luxury cars are not cold recently, a number of stores said that the mandatory installation of configuration, and there is no "hunger marketing" success.
Audi A6L, Mercedes-Benz E itself is a best-selling stable model, recently due to the impact of the epidemic in Changchun, Shanghai and other places, vehicle supply has a large problem, the new car discount has shrunk significantly, the discount is reduced by 3-5%, and even some regional discounts are reduced by 7%, and the customer is less.
In the joint venture brand model, the price increase problem is more obvious GAC Toyota Sainer, although the manufacturer control is larger, but the affordable booking needs to wait for 6 months or even longer, many customers are just trying to pay the deposit, the user's words, who knows what will be like after 6 months.
Independent brand fuel vehicles, at present, also take this opportunity to clear the warehouse, a brand of 2020 models, the guidance price of 300,000, preferential 80,000, a large number of dumping goods, the current 2022 model no car so, the price reduction "grab the market" strategy is also forced.
Among the new forces of car manufacturing, Tesla and Wei Xiaoli are not optimistic, there is no car after the price increase, especially the domestic electric vehicle is not only the impact of various problems such as chips, including radar and sensors, but also delayed delivery, and user enthusiasm began to decline.
Waiting is not the way, or to take the initiative to reduce the cost of users to buy vehicles, promote users to take the initiative to replace the new, at this time to see the new car 4S store in the store, there are several ways to see is still good.
1, jointly with the bank to launch better financial products, such as a new car down payment of a minimum of 15%, the loan time of up to 60 months, that is, 5 years, so that the user's monthly payment pressure is reduced, and some stores currently say that customers are very willing to lend in this regard.
2, professional improvement of the chain capabilities of second-hand car services, the previous used car companies "private shop" model was replaced by a formal and transparent real auction platform, reducing the human factors in the store and the professional problems of "high car low evaluation", increasing the disposal price of used cars, the purchase price of used cars is more reasonable, reducing customer replacement costs, and promoting new car sales.
3, open source throttling, reduce the internal friction in the management of 4S stores, the original 4S store business model, many posts are designed for "data" and exist, and now with the new system and technology applications, the method of human sea tactics has gradually been replaced by comprehensive systematization, elite military strategy to replace plate personnel, such as a large number of "cousins and sisters" in the store will be eliminated, the proportion of front-line workers is high, background management, especially the reduction of unnecessary personnel in the middle of "passing on" is the king of survival.
In short, the current new car sales volume is bound to decrease in the short term, the number and frequency of base disc customers are reduced, how to really land user thinking, let customers be satisfied, and realize the most important reform of 4S stores, otherwise in 2022, 4S stores will encounter a more terrible "collapse tide".
Used cars are sad, and the masters of the opposite way!
If the new car 4S shop is dominated by the "regular army", then the "guerrilla" of the fragmentation of second-hand cars will not be too good in the face of big changes, although it seems to be small in scale, low cost, and good to turn around, but the actual problems encountered are different.
Quasi-new used cars are in demand, and the competition is fierce.
A few days ago, CCTV reported that due to the lack of goods of many new car chips and the suspension of production, some quasi-new used cars within 1-2 years have increased in price, and even some hot-selling models have 400,000 new cars, and used cars have to sell for 500,000.
This kind of vehicle new and old car price upside down mainly concentrated in 1-2 years of Toyota Alpha, Mercedes-Benz G, tank 300, Tesla and other special models, is not very common, the number is not much, but there are many years of recent second-hand cars are indeed new cars are not expensive, but no cars, old cars are not cheap, but not cost-effective.
Businesses operating such second-hand cars are actually not having a good time, high-priced acquisitions come in, encounter new cars to reduce prices or adjust, these cars will smash in the hands, "gambling" operation, still still have, such as the previous Period of winter Olympics used by Toyota Sainer, some operators auction purchase price is higher than the new car 50,000 +, the result of catching up with the recent new car does not increase the price of the car strategy, the new car and so on for 6 months, the second-hand car can not wait, so the investment of more than 300,000, profits of more than 10,000, on the surface 3-4% of the gross profit, if you consider the funds, venues, personnel, Time cost, in fact, is very difficult.
For example, from July to October last year, many Mercedes-Benz 4S stores bought back a large number of Mercedes-Benz brand used cars for 1-2 years, resulting in the price of second-hand cars of Mercedes-Benz C and E on the market was very abnormal, and as a result, from November to March, mercedes-Benz's new C and E preferential efforts returned, and many quasi-new Mercedes-Benz C and E used cars often lost 30,000-40,000 bicycles.
Although the recent reduction in mercedes-benz-related model concessions, high-level position purchases, inventory risks and market fluctuations can not "bet" on the operation of second-hand cars.
High-end used cars, intermediate models have the greatest impact.
The impact of the epidemic has led to the lack of smooth circulation of second-hand cars in the country, the overall decline in the first quarter of 2022, not optimistic, and high-end second-hand cars are often local consumption or circulation between large cities, there have also been great problems, the inventory cycle is long, and the number of users is significantly reduced.
Top high-end used cars, especially rich a wave of little affected, such as buying Rolls-Royce Cullinan, Mercedes-Benz G63, Mercedes-Benz Maybach, Porsche 911 customers, the price of such used cars is good, but the sales cycle is also significantly longer, the proportion of loans is high, but customers are also decreasing, especially this Shanghai epidemic, Jiangsu, Zhejiang and Shanghai are the most such customers.
For more than 4 years of top luxury cars, high-end luxury cars have begun to be affected, such as Mercedes-Benz S, BMW 7, Range Rover, Porsche Paramela, Lexus RX, Audi RS, which were originally relatively easy to sell, "traditional bosses" and "innovative business executives" Customer base, there has been a very obvious decline, used car dealers inventory time is long, the market slow sales are obvious.
Ordinary type of second-hand cars, full warehouse high collection car to pick.
There are many second-hand car business brothers, almost half of the sales volume in March is within half of the normal, and even 0 sales, the impact of the epidemic and the overall market are very problematic.
Judging from the inventory coefficient of second-hand car merchants in several key cities, basically more than 1.1 times the parking space, and even 1.5 times, the exhibition hall and parking lot are full, the sale can not be moved, the sale can not be moved, even if the price is not asked, this is the biggest headache problem.
Originally thought it was a problem of sales channels, so many bosses do live broadcasts every day, obviously feel that the circle of friends is all second-hand cars, slightly widely connected friends, if your circle of friends do not have a few second-hand cars, you are embarrassed, not to mention the people in the car circle.
The major auction platforms have learned that the current auction platform used car wholesale transaction ratio has dropped from more than 60% to 30% normally, individual cities have been affected by the epidemic, even less than 15%, the northeast region has recently lifted the ban, the northern region has improved slightly, but also Alexandria.
Therefore, at present, in the second-hand car market, the second-hand cars with good car condition, close year, few kilometers, and good records are all grabbed, while some second-hand cars that are relatively unpopular, have a long age, and the car condition is a little worse, but the price is very low, even if no one wants to pick up leaks, the heat and cold are extremely uneven.
Used car "rebels" who do the opposite!
1, who said that to do used cars, parking spaces can not be empty?
Traditional second-hand car operators, parking spaces can not be empty is the basic cognition, but at present, empty may be a small precipitation cost, and full positions may be a greater loss of income, accounting.
Just like the original many 4S stores, selling 1,000 new cars a year, selling at a loss, but also losing money, adjusting 600 units, all make money, not to mention that most of the second-hand cars do not have the continuation of the after-sales system, a hammer trading middleman, must want to understand.
2, to sell the fixed harvest, to cure the slow with fast!
There are some young second-hand car dealers, few parking spaces, little pressure, resources are not good, mainly focus on sales and customer service, sell fast, good service, so when encountering the buyer's market stage is flexible and changeable.
Those large exhibition halls, especially the exhibition halls in the north, Shanghai, Guangzhou, and Shenzhen, have great pressure on rent, personnel, funds, and marketing costs, it is difficult to turn around, and it is difficult to put pressure on inventory, and it is difficult to sell a fixed price, and it is difficult to think fast but cannot get up fast.
3. Three-dimensional cooperation, cross-border integration!
A group of used car dealers + a group of used car dealers = a large group, resources.
But the car source can not be converted to the transaction, or the conversion efficiency is not good, now many second-hand car dealers + Internet marketing, but the marketing is "net red type" and can not do a good job of second-hand car complex personality of the car, this is the choice of partners problem.
China's second-hand cars are more and more subdivided and specialized, professional acquisition, professional maintenance, professional marketing, professional sales, professional after-sales, everyone has formed a closed loop of mutual support, rather than a small workshop for their own war, after all, you spend 8,000 yuan a month to invite the beautiful little sister does not understand second-hand cars, and it is impossible to understand live broadcasting at the same time, to combine.
4, result-oriented, good accounting!
Cliché, now more critical, many used car owners a year, in fact, how much money really earned psychology does not have an accurate number, always think that the difference looks good.
In fact, many second-hand car price difference deductions for the equally shared venue, personnel, funds, marketing costs are losses, especially at this stage, more obvious, so not only to calculate, but also to actuarially meticulous, which cars, which types, which people create positive profit value, which cars are loss-making, which types of cars are not what you are good at, which people are drama and even infernal.
Users are pragmatic, used cars are also a good choice!
Isn't it a good time for today's consumers to buy a car? Some of the new cars have increased in price, it is estimated that after the epidemic, the production volume will resume, there should be a lot of preferential follow-up, after all, manufacturers are in a hurry.
So if you are not in a hurry, I think the new car can wait, there is no need to buy at the commanding heights, or the deposit is also waiting, the price increase, the price is increased, a bit wronged, the future money is not easy to earn.
Buying a second-hand car is actually a good choice, in recent years, many "rich people" around me to buy second-hand cars, before they were absolutely not to buy second-hand cars, these years are also more pragmatic.
For the change of user thinking, in fact, for new car 4S stores and second-hand car merchants, blessings and misfortunes depend on each other, perhaps a new development opportunity, but the previous low-income and high-selling, blindfolded method is certainly not OK.
Quasi-new second-hand cars within 3 years, the price is currently high, especially the vicious competition speculation of merchants, it is recommended that users are not in a hurry to sell, especially the depreciating electric vehicles, such as Tesla and Xiaopeng in 1-2 years, which are really not worth it.
3-6 years of good car condition of middle-aged second-hand cars, will buy users should actually be able to consider, the current market these cars are still good, the price is only half of the original, or even lower, if it is some brands in general but the car is a good model, worth recommending, such as Volvo, Lincoln, Subaru, Skoda this kind of, 300,000 cars, 100,000 kilometers after not necessarily used 130,000 yuan.
6-10 years of second-hand cars, this kind of second-hand cars this year the price drop is very fast, more suitable for just go to work or pull business, especially the Japanese these late problems less car, if you understand also have a maintenance plant friends, in fact, the older German, American is not impossible, after all, the car is much cheaper, gasoline prices can be made up with the price of the car.
For example, Toyota Crown, Honda Accord, Nissan X-Trail or whatever, but those financial retention rates against the sky are not recommended, such as Toyota Prado, Honda Civic and other obvious hype cars.
There are also some recommendations that are 50,000 yuan, or even some old cars within 30,000 yuan, what Suzuki Tianyu, Toyota Vios, or even eighteen thousand cars, cars to use, life to live, low-cost solution to traffic is still OK.
So this epidemic and recent changes, let us more people more pragmatic consideration of buying cars and selling cars, car sellers more practical services, less tricks on the user's routine, because consumers make money is also difficult, buy car customers, more pragmatic solutions, less vanity face to consider.
If you want to buy a second-hand car at this time, read the bottom, you can leave me a message, sell old cars, the recent market is really not very good, can not sell the price.