Text丨Korean car in the car
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At the Beijing Auto Show, new energy vehicle companies have stood in the C position. However, among the new energy brands, if you choose "traffic stars", BYD, Ideal, Hongmeng Zhixing, and Xiaomi Auto are undoubtedly the four indispensable representatives.
What we want to ask is, will the sales and service model they adopt be the standard model of new energy vehicles in the future?
BYD: Open to joining, paving the way for direct sales in lower-tier cities
BYD is the first in the traditional OEM to switch to the new energy market, and it is also the only one that has completely switched to the new energy market.
In the traditional fuel vehicle market, BYD has continuously launched a number of products in the sedan, SUV and MPV markets, but they are all in a bitter struggle and cannot extricate themselves, regardless of volume and price. Back then, F3 and F0 were almost its brightest products, until BYD's DM technology evolved to DMI technology.
Because the historical burden of BYD's fuel vehicles is light, the battery and plug-in hybrid technology can finally be used. In addition, the second session of the 13th National People's Congress in early 2019 proposed that China will enter the ranks of innovative countries in 2020, among which the key strategic emerging industries are new energy vehicles. BYD's switch to the new energy vehicle market at this time can be said to have taken advantage of the time and place, taking advantage of the trend, soaring into the sky, and finally ushered in an outbreak.
In the field of sales and service, BYD Dynasty Network and Ocean Network have adopted a direct sales + dealer model, while Yangwang, Denza, and Equation Leopard have adopted a direct sales model from the beginning.
Judging from the official channels of Dynasty and Ocean, there is a trend of gradual direct sales in first- and second-tier cities, while in third-tier and below cities, it is actively opening and expanding the team of franchised dealers, so as to achieve better sales services and wider retail reach.
For this distribution service, the author asked several BYD franchise dealers about this model's views, and the answer is basically: sales are indeed OK, as for making money, as BYD's dealers, only by entering the sinking market can there be more opportunities to join, but the problem is a more sinking market, which also means a more difficult market environment.
Ideal: the whole system is directly operated, and the particles are full of cold and warm self-knowledge
Ideal is undoubtedly the top student in the new automobile forces, because at present, among the new forces, only Ideal has achieved the ability of self-hematopoiesis.
The relationship between the L7/8/9 that Ideal is now selling is basically that L7+1 seats ≈ L8, and L8 is elongated ≈ L9, but even so, they can rank high in the sales list of medium and large new energy SUVs. This year, it was complacent to launch MEGA, but it suffered a blow in its lifetime, and it was rumored that the management team equipped with 800,000 sales has been adjusting the organizational structure and preparing for layoffs, and the sales target has been reduced by 16-240,000.
From the point of view of sales and service model, the ideal is the same as Tesla, except for the authorized outsourcing of sheet metal spraying business, the rest are all self-operated, and the advantage of this model is that the fertilizer and water do not flow into the fields of outsiders, and all the particles are returned to the warehouse.
However, the premise of this model is that the explosion rate of its models is super high, otherwise all business decision-making mistakes need to be carried by themselves. In addition, because of this "unsociable" model, it may be excluded, and Tesla's "can't brake" and MEGA's "funeral car" notoriety should be related to this.
Hongmeng Zhixing: To lead the alliance, it is still necessary to coordinate the interests of all parties
HarmonyOS Zhixing is the name of the brand matrix with Huawei as the core, including four sub-brands: Wenjie (Cialis), Zhijie (Chery), Xiangjie (BAIC), and Aojie (JAC).
At present, after being empowered by Huawei, Cialis has quickly become popular as a Wenjie brand. Especially since the beginning of this year, on the sales list of new energy vehicles, if you don't mention BYD, which is in full swing, Wenjie is the most beautiful boy in the new energy vehicle village.
The four OEMs that Huawei cooperates with are all traditional fuel vehicle manufacturers, so they have their own distinctive characteristics in terms of sales and service models.
The experience store and living hall (only for display and sales functions) are all operated by non-automotive industry sellers such as home appliances and mobile phones within Huawei's system, while the rest are recruited by fuel vehicle partners such as Cialis and Chery to recruit 4S dealers.
This pattern is theoretically satisfying:
Pure sales experience stores and life halls can be accurately reached in a large area among basic customers, increasing sales opportunities at low cost;
Fuel car company partners have many years of experience in 4S store recruitment, management and operation, especially the automotive after-sales service that Huawei has never been exposed to, and only need to carry out knowledge training for new energy vehicles to create an asset-heavy 4S all-round center + several asset-light sales tentacles.
However, the reality is not satisfactory, with different investment entities and different interest demands, and under Huawei's rigorous performance management assessment oriented by responsibility and results, various secret wars have emerged one after another, and the market terminal is more chaotic than the pure 4S sales and service model. Therefore, it is worth looking forward to whether Huawei can innovate a new car sales and service model.
Xiaomi: Make full concessions and leave room for dilution risks
The birth of Xiaomi cars has exploded a thunderbolt in the Chinese auto market in early spring, and the hot listing is currently unsurpassed.
The sales and service model adopted by Xiaomi Auto is, in its own words, a "1+N" model.
One of them is a delivery center, but to be precise, it is a large self-operated Xiaomi car 4S store.
The remaining N is the sales and service center of the "agent sales + authorized service" joined by the original Xiaomi Home + Top 100 Automobile Dealer Group of the original Xiaomi 3C product sales channel.
It is worth noting that its Xiaomi Home and sales and service centers in key cities (Beijing, Shanghai, Guangzhou, Shenzhen + some key second-tier cities) are also self-operated.
Mi Home is similar to Huawei's life hall and experience store, with only display and sales functions;
The sales and service center is a bit like a castrated version of the 4S shop, which can display and sell new cars, but there is no trouble of pressure and terminal pricing power, of course, there is no difference between purchase and sales, and the main source of profit is sales commission and after-sales service. This mode should be the most suitable for Xiaomi cars.
Weighing the pros and cons, who can fight better?
Looking at the above four models, from the perspective of OEMs, the pros and cons are very distinct. As start-ups, both Ideal and Xiaomi have abandoned the traditional 4S dealer model and have chosen the other two forms.
The ideal choice is to choose a nearly complete direct model, only the highest uncertainty of the sheet metal spraying business outsourcing, the advantage is to eat up the benefits of the whole industry chain of sales and service. Of course, the disadvantage is obvious, that is, it bears all the risks of the whole industry chain.
In the early days, in order to lay an online store, a lot of valuable cash will be consumed, but fortunately, the ideal starts from ONE and goes to L7/8/9, and there is no danger along the way. Unexpectedly, MEGA just failed to go public, so that the ideal was like a great enemy, and it was to adjust the organizational structure, and to stop recruiting and laying off employees, after all, it was all on its own. Obviously, this is not a model worth emulating.
Xiaomi has opted for a near-full agency model, with one and only one fully self-operated delivery center in each city. Its most important function is delivery, but it has the full functionality of sales and service. In real operation, it is actually the most resolute executor of the retail price (it is better to not be able to sell a car by itself, but also to resolutely implement the terminal retail price of Mr. Lei Jun), and the ultimate supporter of the technology in the service.
In short, Xiaomi's self-operated delivery center in one city transfers part of the benefits of sales and services, achieves the purpose of quickly establishing a sales and service network, and reduces this part of the capital investment and operational risks. In the early days of the establishment of the enterprise, the implementation of this model, the benefits are significantly greater than the pay. Even if the enterprise has developed to a mature stage, there is still room for a series of operation and management such as increasing self-operated stores and reducing commissions to increase their own interests, and Mr. Lei Jun is really a master of marketing.
In comparison, Huawei's HarmonyOS Zhixing's current sales and service model is actually somewhat similar to Xiaomi's in form. However, because the main body of the brand itself is like a loose alliance, and the division of responsibilities is overlapping, and the internal friction is serious, there is still a long way to go in exploring a suitable sales and service model.
BYD's current sales and service model is the most beneficial to BYD itself. After sitting in the position of the first brother of the independent brand, the first thing is that the brand has expanded upwards into three high-end brands: Denza, Yangwang, and Equation Leopard (at present, only Toyota's Lexus has succeeded from the bottom up of the world's brands), and the sales and service of these three brands are completely self-operated.
As the cornerstone, BYD Ocean Network and Dynasty Network are establishing more self-operated stores in mature markets in order to eat up the dividends of the industrial chain. In the blank market (basically the third and fourth tier or even below the city) to attract investment, let the franchise dealers charge, level all the market minefields, and then cover their own direct stores in the past, in the marketing of sales services, it is a steady and accurate ruthless.
Above, the model of automobile sales and service, there is no immutable method, and there is no shortcut to achieve it overnight, only different marketing mixes taken at different stages. The rise of new forces has allowed us to see more possibilities in the automobile market.
About author:I am a post-70s senior professional automobile manager who reveals the different connotations in the automotive industry, and is committed to the trend research and operation management consulting of the multi-format development of the automotive industry. WeChat public account: cheneihanche, welcome to pay attention to consultation
Article source: AC Automobile, thanks to this