Up and down the second floor, seven areas, 3000 square meters... Recently, NIO House, the first experience store of Weilai Auto, officially opened its doors at Oriental Plaza on Chang’an Avenue. Prior to this, it was Audi’s digital showroom, due to the reduction of 2016 Audi. Global expenditures are closed. NIO House is just a beginning. Next year, Weilai Automotive Experience Store will be opened in 10 cities across the country. Although it does not obtain production qualifications, Weilai Automobile's practice of opening up sales channels is worth every car company's research.
Things have changed a long time ago.
Fifteen years ago, dealers were still struggling to get the manufacturers' brand licenses, and invested heavily in building magnificent 4S stores; this year, brand licensing was lifted, and new car manufacturers that are about to go offline will be able to meet new energy vehicles. In a sales channel.
When the traditional brand car companies continue to rely on the dealer channel of heavy asset investment, new car manufacturers are striving to innovate brand marketing methods due to the rapid development of new technologies, favorable policies, and sought after capital.
â– Traditional channels remain mainstream
In the next two years, the new energy vehicles of the new car companies will be put into mass production and will be rolled out. How to bring these cars to market and provide consumers with a good service experience has attracted considerable attention from the industry. Prior to this, many car companies had the phenomenon of selling new energy vehicles to their car rental companies, which was to some extent suspected of fraud. With the continuous improvement of the subsidy policy for new energy vehicles, the restriction and purchase of cars in first-tier cities have been further tightened, and new energy vehicles have gradually opened up in the personal consumption market.
Establishing experience stores in urban centers, laying small sales stores, e-commerce platforms in hand, and entering retail giant outlets... The exploration of new channels by new-build companies can be described as innovative and unique, but in terms of quantity, they are engaged in the production of new energy vehicles. The traditional car companies still accounted for a major share, and sales channels for new energy vehicles are still dominated by 4S stores.
According to Han Yajuan, Director of the High-tech Business Department of China International Engineering Consulting Company, the 15 new car manufacturing companies are divided into three categories: the first category, the transformation of traditional car companies as new energy vehicles; the second category, formerly engaged in auto parts manufacturing enterprises. The transformation to do the entire vehicle; the third category, R & D institutions and design companies to invest in the establishment of new energy automotive companies.
Among the 15 new car manufacturers, more than 60% are first-class companies, such as BAIC New Energy, Changjiang Automobile, Chery New Energy, JMC New Energy, Zhidou, Jianghuai VW, etc., which can all use existing sales networks. The rapid development of pure electric passenger car sales.
Taking BAIC New Energy, which has a strong sales momentum, as an example, its sales volume in October was 12,995 units, a year-on-year increase of 79%. The sales channels of BAIC New Energy are based on traditional 4S stores and currently have a total of 255 dealers. Chery’s new energy products also increased its sales this year. In the first 10 months, it sold a total of 2,005 vehicles, an increase of 64.6% year-on-year. Its sales channels are also dominated by traditional 4S stores, and the sales network is accelerated. The brand exposure, store decoration, etc. Aspects continue to propose new standards.
In addition, this type of new-build car companies also emphasizes on the combination of online and offline services and focuses on enhancing user experience in the sales of new energy vehicles. They will expand through the establishment of official malls and cooperation with e-commerce platforms such as Autohome. Online channels. Taking Chizuo as an example, on the basis of the traditional 4S store, it also uses online and offline methods to create Chizu experience outlets, which are mostly in the more prosperous commercial areas of the city. When facing the terminal, Zhidou is no longer clinging to the 4S shop model that pursues “all-encompassing†and instead seeks a three-level experience marketing model that is convenient for user experience and closer to the end user.
In terms of brand marketing and sales channels, traditional car companies will undoubtedly have inherent advantages in building sales channels for new energy vehicles. The newly-built automobile companies, R&D institutions, and design companies that were originally engaged in the production of auto parts and components were new ventures for investment. In addition to facing challenges in product manufacturing, they also lacked resources and experience in the construction of sales channels. However, because they do not have the burden of the original channels, they can continue to try and create new channels.
â– "Out of nothing" open up new channels
Accompanied by the strong participation of the new players in the construction industry, new energy vehicles are rapidly iterating. Intelligentization and electrification have become a trend. New energy vehicles have become the most promising direction for the automotive industry. In addition to obtaining 15 independent new-built pure electric vehicle manufacturing enterprises, many companies also actively explore innovative channels for new energy vehicles. From scratch, from heavy assets to light assets, new energy vehicles are unique in their sales methods due to their different products.
Gao Jiangtao, general manager of Jiangsu Jintan Damai Motor Sales Co., Ltd.'s new energy operation center, believes that the traditional sales model may not be suitable for new energy vehicles. At present, the revolution in automobile retail has already begun. When most of the 4S stores cannot solve the problem, When the cost is high, including high rents, high personnel costs, and high passenger costs, the new energy sales method must inevitably jump out of the original set pattern.
Speaking of new sales methods for new energy vehicles, it is impossible to get around Tesla, a groundbreaking one. It adopts a direct-store model of offline experience and online sales. Tesla's experience stores are often opened in business centers, where consumers can experience the products; online, consumers can complete the order through a minimal process.
Lang Xuehong, deputy secretary-general of the China Automobile Dealers Association, said that new energy vehicles are technically different from traditional fuel vehicles, and they differ in their sales methods. Take Tesla as an example, its experience stores are mostly open in shopping malls, and experience only two or three vehicles in the store. After-sales service is entrusted to relevant partners. Compared with the traditional 4S shop model, this greatly reduces the cost of building a store, and brand marketing is also closer to consumer life.
Traditional car companies do rely on existing channels and resources when selling new energy vehicles. The way of thinking is somewhat rigid. However, new car manufacturing companies do not have the constraints of existing heavy asset distribution channels, and their sales methods tend to be diversified.
However, it should also be noted that at present, compared with traditional fuel vehicles, sales of new energy vehicles are still relatively small, users are scattered, and construction of 4S stores will be difficult to survive, and it is difficult to truly radiate to potential users. Many new car companies have fewer new energy vehicles and sometimes need to order. Consumers have to wait for a long time. This may be feasible in the early stages of competition, but sales growth may encounter bottlenecks.
In addition, some people in the industry believe that there are backgrounds for the production of spare parts or other related products in the new car manufacturing enterprises. Although there is no car sales network, there are other related sales systems, and many dealers have been operating in the local area for many years. Therefore, this kind of new-built car companies will use the original dealer channel resources to a certain extent in the sales of new energy vehicles.
From this point of view, new energy vehicles are no longer as traditional and simple as the previous ones, but are more open. It is also reasonable for new car manufacturers to cooperate with some retail giants and e-commerce platforms.
â– The New Deal is good for new retail sales
In addition to the characteristics of new energy automotive products and the production company's resources, which bring about different sales methods, the favorable policies and the arrival of a new retail wave will further provide a more convenient way for the new car manufacturers to sell cars and a broader space for imagination.
In April this year, the "Automotive Sales Management Measures" (hereinafter referred to as the "Measures") was formally introduced. The fourth article states: "The State encourages the development of shared, conservation-oriented, socialized automobile sales and after-sales service networks to accelerate urban and rural integration. The construction of automobile sales and after-sales service network will strengthen the construction of new energy vehicle sales and after-sales service network, and promote the innovation of automobile circulation model."
Li Jinyong, chairman of the New Energy Automobile Branch of the All-China Federation of Automobile Dealers Association, believes that the sales of new energy vehicles have a late-stage advantage, and they are more open and flexible. The mode of sale is not only a 4S shop model, but there has been a separation between sales and after-sales. Case. Automobile stores, auto supermarkets, and automobile e-commerce companies will all become sales channels for new energy vehicles. This is in line with the new "Measures" advocacy trend and a good change in channels.
In this context, a number of new energy automobile supermarkets such as United Electric have emerged and can provide consumers with services such as car rental and automobile finance and insurance. At the same time, such as Gome, Suning and other retail giants have also begun to join the construction of car sales channels, its numerous offline stores and a complete online platform, but also for new energy car sales to build a new channel.
In addition, the automotive e-commerce platform will also help new car manufacturers sell new energy vehicles. Gu Min, general manager of Che Xingxin, said in an interview with reporters that in the next two years, the products of some new car manufacturers will be listed. In this regard, Chexiang has already negotiated cooperation with a number of new car makers, relying on the car to sink to the third or fourth line. City stores and smart online platforms help them sell new energy vehicles. At the same time, new car manufacturers will be more sensitive to the use of consumers, so they can also cooperate with the car to customize production.
The group car network CEO Wen Wei believes that the new car manufacturers in the sales approach will be "dual-track parallel," offline self-operated flagship store in key areas, online set up online ordering. According to him, these companies do not have the ability to build 4S stores, and e-commerce is helping them establish new sales channels and methods.
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