Depth

Affected by comprehensive factors such as macro-economy, industrial policy, product supply, market consumption, information technology and automobile electrification, intelligence, e-commerce, the "four modernizations" competitive environment, especially the COVID-19 virus epidemic, the national automobile market will be more challenging on both the supply side and the consumption side. It is necessary to use new thinking, find new opportunities, think carefully, seek survival and development, and achieve transformation and new breakthroughs in innovative response.

First, the confusion and challenges faced by the automobile tangible market

The tangible automobile market has the inherent advantages of "all-round, specialized and network" and has made pioneering contributions to the development of China's automobile industry and market. Under the new era, new normal and new changes, with the "four modernizations" trend of automobile industry and the adjustment of China automobile industry from high-speed growth to high-quality development, the original functional resource advantages of tangible automobile market are also quietly adjusted and changed, and the old problems and new situations are superimposed, resulting in many new puzzles and many new topics and challenges.

(1) The function of the centralized marketing platform in the tangible automobile market needs to be reshaped and improved.

The brand network channels of various OEMs are vertically constructed and functionally perfect, but the marketing is integrated; There is a lack of a large-scale, high-quality, all-brand, flagship offline centralized marketing platform directly built by manufacturers in the region, and the horizontal intensive O2O smart marketing pattern needs to be innovated by Huizhi.

(2) The comprehensive automobile tangible market is not included in the channel sequence of the main network of the automobile factory.

In the tangible automobile market, the secondary dealers have signed a vehicle source cooperation agreement or formed a long-term cooperation relationship with authorized dealers (level 1), but the secondary dealers are outside the manufacturer's sales network and cannot directly enjoy the support of the manufacturer's business policies for promotional activities, nor can they obtain benefits such as year-end rebates.

(3) The profit margin of secondary dealers is reduced, and the market rules need to be reshaped.

The secondary dealer is the carrier of the secondary sales of the first-level authorized dealer. They give strong support and help to authorized dealers in terms of sales volume and capital, which is an important force to promote effective competition in the market, benefit consumers and stimulate market vitality. With the maturity of the buyer's market, the shortage of incremental resources and the fierce market competition, the profit space left by authorized dealers to secondary dealers is getting narrower and narrower, and the tacit cooperation rules of combining resources and profits in the past are often broken, and the weakness of secondary dealers is more prominent; The proportion of retail and wholesale is upside down, the marketing method is single, the income scale is declining, the survival is getting more and more difficult, and the dependence on the secondary dealer platform is getting stronger and stronger.

(D) The integrity construction of the tangible market of new and used cars needs to be strengthened and improved.

(E) Seven factors lead to the severe challenges to the property-based business model and the advantages of the original site resources in the tangible automobile market:

1. Some cities have implemented the automobile purchase restriction policy, which has curbed the rigid growth of automobiles.

2. The growth of market sales and the growth of the number of dealers are unbalanced, which dilutes the number of transactions of each merchant.

Taking Beijing as an example, according to relevant data, the number of new car transactions in Beijing reached 600,000 in 2065,438+08, an increase of 20% compared with a decade ago, but the number of dealers increased much faster than the growth rate of sales.

3. The sales performance of foreign market segments in Beijing auto market declined.

4. The number and influence of free trade zones are increasing, and the marketing channels of parallel imported cars are diversified, which reduces the transit and distribution functions of Beijing automobile market.

5. The resource characteristics of the tangible automobile market are becoming more and more obvious.

According to relevant surveys, due to the decline in popularity and the decrease in direct sales households, the wholesale business volume of some dealers in the tangible automobile market accounts for more than 50%, and some even reach 80%. High wholesale ratio leads to low efficiency of bicycles and the whole.

6. The business model and means of merchants in the tangible market are single, and the products sold are seriously homogenized with the 4S stores outside the market, with no obvious characteristics and outstanding advantages.

7. Controlling or even shrinking the scale of operation and reducing the operating cost are measures generally adopted by dealers.

(VI) Low-cost (site rent, labor cost) operation and rapid chain expansion are the market development strategies generally adopted by emerging business entities. How to adapt to environmental changes, carry out all-round thinking and reform, and maintain the stable improvement of enterprise benefits is a new topic faced by tangible market management.

Second, some thoughts on the innovation and transformation of automobile tangible market.

The economic structure is adjusting, industrial policies are changing, information technology is developing, consumer demand is upgrading, marketing model is innovating, and manufacturers' concepts and playing methods are changing. The year-on-year decline in the rental rate, transaction volume and transaction volume of the automobile market is caused by profound changes and transmission of comprehensive factors such as economic restructuring, automobile industry development, information technology progress, industry policy, supply and demand environment and business model innovation. What should we do in the transformation and revolution of the automobile industry? What can you do? How to tap the advantages of resources to make up for shortcomings and realize transformation, innovation and breakthrough is an urgent practical problem that the physical market needs to deeply reflect and face to solve.

(1) The tangible automobile market still has unique resource advantages.

1. The tangible market has a public platform.

Intensive public management platform is the biggest difference between the tangible automobile market and brand 4S stores. In the development node of any new thing in the automobile industry, the tangible market is the best place for publicity, demonstration and promotion; The joint innovation of marketing services by tangible market entities and industry associations is conducive to promoting the market public business platform to play a more effective role and promoting the healthy and standardized development of relevant market segments in breadth and depth.

2. "Six episodes" highlight the charm of the tangible automobile market.

As a public marketing platform, the automobile tangible market has the function of "six sets": collecting various resource elements of automobile main engine plant; Assemble primary and secondary dealer entities; Bring together diversified automobile products; Collect cross-border resources of automobiles; Set a variety of customer service functions to provide consumers with one-stop demand services; Collect online and offline, retail and wholesale business sales.

3. "All-round, specialized and online" is still the most competitive functional advantage in the tangible market.

(1) Quan: The brand "Quan" in the visible automobile market is the gathering base of mainstream automobile brand products; The service function of the business model is "complete", and it is an intensive public platform for the convergence, interaction and mutual promotion of the upstream, middle and downstream business models of automobiles, and the expansion and docking of various derivative services of automobiles.

(2) Special: The tangible automobile market has more room for characteristic marketing.

"Characteristics" refers to adhering to the purpose of innovation and differentiated management, integrating and utilizing the resource advantages of the tangible market, expanding differentiated featured projects, and developing featured marketing and services.

(3) Network: use the Internet, especially mobile Internet technology to connect the national automobile tangible market, carry out online and offline integrated platform marketing, and support the expansion of projects with tangible market characteristics.

(2) Inheriting the essence and enhancing the core competitiveness; Break through the door and achieve a new breakthrough in transformation

In the transformation of the automobile market, the tangible automobile market, as a marketing platform dominated by many companies, should start with giving full play to many resource advantages and make clear who to do it for. Do what? How? Taking "chicken ribs" as a challenge is more an opportunity. Renew ideas, change ideas, make a good platform, enhance competitiveness, enhance customer viscosity, and improve the operating efficiency of existing assets.

1.？ Explore the construction of the national automobile tangible market remote network marketing alliance platform.

Under the leadership of china automobile dealers association, the national tangible marketing alliance has been established in the tangible automobile markets around the country, forming resources with higher level, wider scope, greater strength and heavier weight, enhancing competitiveness and influence, and using the Internet, especially mobile Internet technology, B2B alliance business cooperation has been carried out among the tangible automobile markets across the country, and resources have been shared around new car sales, used car trading, market information, marketing activities and service management.

2.？ Leverage your strength, practice your internal strength, and make your own adjustments and changes.

The national visible marketing alliance has strengthened the resource advantage. Every visible automobile market should jump out of the regional market radius, combine internal and external lines, find more entrances and exits, make full use of its own strength, reconsider, do a good job of self-adjustment, connect with the marketing activities of the alliance, innovate and implement solutions for the trading pain points presented by merchants and consumers, pay attention to expanding characteristic market segments, and realize the transformation and upgrading of point-to-point combination and multiple breakthroughs.

(3) Deeply cultivate four characteristic market segments.

The most obvious resource advantage of the tangible automobile market is that it can expand differentiated and potential characteristic business projects, start from the field of characteristic projects, carry out characteristic marketing and services, attract consumers in different market segments, and gradually expand to form diversified characteristic markets. Although the characteristic market segment is small, it has a large share in the small market, which has practical significance and will stimulate market popularity, enhance customer gathering ability and drive the sales of conventional automobile products.

1. Deepen the market segment of new energy vehicles.

(1) Marketing service mode upgrade

Upgrade the "five-in-one" new energy vehicle application promotion center, further join hands with mainstream new energy vehicle manufacturers, establish a cluster of experience display and information release centers with a certain scale in which new energy vehicle manufacturers participate, and form a regional marketing pattern of new energy vehicles that combines horizontal centralized marketing of various brands with vertical sales network within brands.

The trend of decreasing or even canceling subsidies for new energy vehicles is conducive to the circulation of national resources for new energy vehicles, and creates opportunities for the tangible market to carry out life-cycle alliance marketing activities for new energy vehicles.

(2) diversification of product layout

The cluster product layout of the new energy vehicle application promotion center is diversified, covering new energy vehicles such as passenger cars, buses, special vehicles (logistics) and hybrid vehicles.

(3) Focus on the post-subsidy era, extend the business chain across borders, expand diversified customer collection channels, carry out life-cycle customer service, and obtain operating and value-added service income from the post-market.

1)? We can try to take two measures in the dual life cycle of power batteries: one is to join hands with new energy vehicle manufacturers and energy storage power stations to participate in the cascade reuse of power batteries after retirement; Second, combine the scrapped disintegration factory for recycling. Through pioneering participation in the cross-border action of step-by-step reuse and recovery of power batteries, we will promote the sales of new energy vehicles and stimulate the market transactions of new energy used cars.

2)? Give play to the role of tangible market resources and help the development of charging intelligent blue ocean.

In view of the consumption trend of new energy vehicles in the future, such as slow charging and energy storage at night, supplemented by fast charging during the day, regulating peak and valley electricity consumption and reducing carbon emissions, the tangible automobile market can cooperate with charging pile companies and * * * bicycle companies, effectively use parking lots to establish a slow charging area at night, provide consumers with * * * means of transportation, and make early market accumulation for developing diversified after-sales services of new energy vehicles.

2. The tangible automobile market adheres to the parallel market segmentation of imported cars.

(1) Give full play to the role of the main carrier.

The tangible automobile market is the main channel carrier for parallel imported automobile business, and an important market segment for breakthrough and innovative operation of the tangible automobile market, which meets the overall development requirements of high-end, characteristic, differentiation and "high-precision" in Beijing.

(2) Grasp the two "cooperation and docking" of resources and marketing.

With the gradual improvement and construction of China's import ports, free trade zones and other policies, especially the zero-distance dissemination of information supported by internet technology, the development of automobile distribution networks and automobile trade in various regions has been promoted, but the distribution functions of automobile resource cities and resource markets such as Beijing have been weakened and challenged. Adapt to the situation, survive the fittest, and strive to explore the cooperation and docking of "industrialization and modernization";

First of all, docking cooperation with imported car ports in the acquisition of product resources; In order to save money and facilitate automobile sales, we actively discussed and negotiated with the port customs and tried to move parallel imported cars from the customs bonded warehouse to the tangible automobile market.

Secondly, in channel sales, around the selling point of the "good car, cheap car" market, aiming at the pain point of "honesty" between buyers and sellers in the transaction link, financial service providers, using the internet and automobile technology, have closely shared online and offline with the members of the national tangible automobile market, and carried out B2B resource wholesale and B2C retail business of parallel imported cars.

(3) Focus on the bundled development with the modified car market segment.

Personalized modification will become one of the characteristics of parallel imported car resources in the future. Novelty, strangeness and professionalism will still lead the new wave of automobile consumption, which is the characteristic of parallel imported car market segments.

(4) It is helpful to promote the construction of credit system for after-sales service of parallel imported cars.

On 20 14, Beijing Asian Games Village Automobile Trading Market and China PICC P&C Insurance Company signed the "Three Guarantees" after-sales strategic cooperation agreement for parallel imported cars, which was extended to the national tangible automobile market, making a leading contribution to the integrity construction of parallel imported cars.

"Affordable car" is the selling point of parallel imported cars. The credit construction of "safe car" is not only the bottleneck of the standardized development of parallel imported car market, but also the highlight of marketing, and it is also the focus of the tangible market to break through and develop.

3. Adhere to the principle of differentiated interconnection and interactive operation, and expand the market segment of modified vehicles.

With the post-80s and post-90s gradually becoming the main consumer in the automobile market, personalized demand is becoming more and more prominent. The stock resources of new cars and in-use cars in Beijing provide a relatively strong potential foundation for the development of the modified car market.

( 1)? Set up a modified car base in front of the store and behind the factory.

Introduce the standardized, honest and flag brand automobile refitting factory into the tangible market, and establish a personal tailor automobile refitting area with a certain scale.

(2)? Merchants depend on each other and promote each other.

Vehicle refitting plants entering the market interact with new and used car merchants in the market to promote each other and create a win-win situation.

(3) Carry out credit construction.

The vehicle refitting factory and the tangible market of automobiles entering the market will establish a "double guarantee" system for after-sales product quality to promote the integrity construction of the tangible market.

(4) Form the characteristics of the modified car market and enhance the gold content of the enterprise brand.

The characteristics of the modified car market in the tangible automobile market will enhance the viscosity of new car and in-use car customers, meet the personalized service needs of consumers, improve the homogenization of products inside and outside the tangible market, and expand the profit space of dealers.

4. Break through the second-hand car trading circle, join hands with upstream and downstream cross-border resources, expand multi-dimensional cooperation channels, and innovate the service model of O2O platform.

Driven by policies such as excavating inventory and lifting restrictions on relocation, the national used car market as a whole will continue to maintain an upward trend. Demand-oriented innovation and attempts have failed, but the shortcomings of used cars still exist and the competition is becoming increasingly fierce. Only survival can develop, and only development can ensure that survival becomes an eternal topic.

(1) Focus on innovating the service mode of used car platform.

The basic business function of the automobile tangible market is to gather multi-dimensional resources and carry out intensive platform services. Only by paying attention to innovating the service mode of used car platform, satisfying the convenient service experience of consumers and enhancing the market influence and adsorption can the enterprise benefit grow steadily and continuously.

(2) Join hands with upstream and downstream cross-border resources.

Replacement sales dominate the automobile market in restricted cities such as Beijing, and the used car market is the engine of the new car market. It is necessary to carry out multi-dimensional expansion cooperation: with the support of industry associations, carry out preliminary cooperation with new car manufacturers and 4S shop merchants; An extended marriage with the automobile scrapping and recycling industry; Cross-border cooperation with insurance companies, financial institutions and media.

(3)? Expand a variety of customer acquisition channels and clues.

Change from flood irrigation to drip irrigation, expand target customers, carry out offline precision marketing activities, and improve lead conversion rate.

(4) Cultivate the concept and behavior of using credit lever to incite consumers to buy cars.

(4) Play the five cards of landing marketing.

First, the flag of special projects; The second is the leading card of industry responsibility; Third, the integrity management service card; The fourth is the brand project promotion card; The fifth is the marketing card of O2O Network Alliance.

As the growth rate of the automobile industry slows down and enters the high-quality development channel, especially under the severe situation affected by the COVID-19 virus epidemic, we should make full use of a series of policy opportunities to stimulate automobile consumption, fully tap the advantages of the tangible automobile market, enhance confidence, analyze shortcomings, be brave after shaming, overcome the strong with the weak, adjust and change, innovate and explore, make breakthroughs in transformation, and open the test of survival and development!

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.