Cui Dongshu: The traditional dealer model of the automobile industry still has tenacious vitality

Zhongxin Jingwei September 8th.

Author Cui Dongshu's Secretary -General of the National Automobile Market Information Joint Association

Supply improvement of superficial fuel prices is expected to promote the further popularity of China's new energy vehicle market. Coupled with the rise in oil prices, but electricity prices are locked, the domestic new source vehicle orders have increased sharply.

The rapid momentum of new energy vehicles will continue

In July, new energy vehicles and traditional fuel vehicles were promoted by policies. Various localities have issued a lot of consumption policies, and the full order of customers has changed the industry's off -season law, which further drives the popularity of the auto market in July. From January to July, the number of new energy vehicles was 30.3 million, an increase of 123.0%year-on-year.

We expect the national new energy passenger car market in August will continue to maintain a good trend of strong growth. In July, the total monthly sales of more than 10,000 companies by the Federation of Federation of Federation accounted for 83.6%of the total monthly sales. The estimated sales of these companies in August were 522,000 units.

Although the country has issued a policy of halving the purchase tax of fuel vehicles, the growth momentum of the market -oriented growth of new energy vehicles has continued to strengthen, especially the current local market promotional consumption policies. Fuel vehicle.

New energy models with the same price files in Shandong and Jilin can obtain higher subsidies than fuel vehicles. Beijing and Shanghai have introduced a subsidy policy for new energy vehicles with new energy vehicles, which have promoted the rapid growth of the new energy vehicle market. We expect that in August, the wholesale sales of new energy vehicle manufacturers by the Federation will reach 625,000 units, an increase of about 10%from July, and an increase of about 100%compared with August 2021.

The industry still needs to pay attention to the important role of automobile dealers

Recently, some new energy vehicle models (such as the ideal ONE) have caused the owner's rights to defend their rights due to price reductions.

In this regard, we found that with the rapid development of the new energy vehicle market, the 4S store format distinguished from the traditional fuel vehicle dealers stores, and the direct -operated shopping mall store format has become the mainstream of new energy vehicle sales. The ideal ONE model has been shown that the product sales channels of car companies only rely on direct business to completely abandon traditional dealer channels, and there are still certain disadvantages.

Especially in the direct -operated model, when the vehicle companies facing the price reduction of vehicle promotional prices, the manufacturers who have lost their dealer system support are relatively passive. The relatively rigid price system and the problem of not flexible promotion have gradually emerged.

Selling cars in the dealer model, the market retail price is independently determined by the dealer, which has nothing to do with car companies. Therefore, the market price of the model has room for the flexible adjustment of the market supply and demand, which has also formed a contract locking feature that the product prices are acceptable to both parties, so they avoid price disputes to the greatest extent.

In contrast, car companies choose the direct -operated model. Because the national price is basically unified, there are differences in supply and demand in various places, but consumers in the automotive field are extremely sensitive to prices. Therefore, the price of automobile products in the direct sales model is relatively rigid and lacking flexibility.

At present, domestic new energy vehicles are still in the period of penetration. During the market in short supply, the direct -operated model can still win high profits for enterprises. However, during the excessive supply stage, a large number of direct asset direct -operated channels may become a heavy burden on enterprises.

According to public reports, Wima and Nezha returned to the authorized distribution model after exploring the direct business, and Xiaopeng also carried out in -depth cooperation with dealers in various links.

At present, the car dealer's business mainly includes the four major types of business: new car sales, financial insurance, after -sales and used cars. From the perspective of income structure, new car sales are the main sources of dealers' income. From the perspective of gross profit and profit structure, the gross profit margin of new car sales is low and the proportion of gross profit is also low. The main source of profit of the enterprise.

Therefore, dealers have won more businesses through the service derived from new cars and obtained more derivative profits. For example, new car finance insurance, and replacement of second -hand cars, especially in terms of second -hand car replacement, secondary brand sales, automobile finance, and after -sales, have become the industry chain profit of automobile dealers. If the dealer does not sell a new car, it is difficult to have these derivative profits.

At present, with the development of new energy vehicles, the entire sales service profit chain should also be rebuilt, especially in terms of second -hand cars and vehicle maintenance. Therefore, the diversified and profitability of automobile dealers' business expansion, which is of great significance for reducing marketing costs of automobile companies, improving anti -risk capabilities, and consolidating the stability of the overall distribution system of automobile companies. (Zhongxin Jingwei APP)

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Editor in charge: Li Huicong

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