Recently, Evergrande Automobile's Hengchi brand officially announced that it will recruit authorized agents in 18 cities including Beijing, Shanghai, Guangzhou and Shenzhen. According to the previous plan, Hengchi 5, the first mass production car of the Hengchi brand, will officially roll off the production line in June and then be sold.
Judging from the sales model released by Hengchi Automobile, the future sales of new cars will adopt a national unified retail price and carry out order-based sales to ensure sales profits.
Hengchi Automobile's specific requirements for agent qualifications include:
The registered capital of the registered company is not less than 5 million yuan;
With the site requirements of business needs, the exhibition hall area is 200-300 square meters, the exhibition area area is greater than 150 square meters, and the positioning is small and exquisite car experience store;
Be able to form a qualified management team and have sufficient financial strength.
Judging from the above conditions, Evergrande Automobile's idea of recruiting dealers is similar to that of some new power brands, and these stores are not the 4S stores of traditional car brand dealers, and most of them will be opened in the business circle with high traffic. But the difference is that Evergrande Automobile does not want to sell through direct sales, but uses franchise agents and other methods like traditional automobiles to alleviate the financial pressure of Evergrande Automobile.
Although the conditions and costs of joining traditional car brands are much lower, in view of the current special situation of Evergrande Automobile and Evergrande Group, whether anyone is willing to bet on 200 square meters of showroom and 5 million yuan of funds is also unknown.
In addition, in addition to the construction of sales outlets for new cars, evergrande automobile's after-sales maintenance is also a major problem. After the first mass production car Hengchi 5 is sold and mass-produced, it means that the brand still needs to spend a large part of the money to invest in this aspect, and these franchised or agent showrooms do not have after-sales conditions.
According to evergrande automobile's earliest plan, 1,600 sales centers, 3,000 self-built and authorized maintenance after-sales centers, and 43,000 service outlets will be established nationwide. For now, though, these early plans may not be achievable in the short term.