Suddenly there are many car exhibition stores in the mall. Do you still go to the 4S shop to buy a car?

In a large shopping mall in Minhang District, Shanghai, the two clothing brand stores have closed their business one after another. At the same time, these facades are being renovated into two car exhibition stores.

This is not an accidental phenomenon. Now, large -scale products are driving more and more shopping malls. The business of selling a car began to change.

1

A few years ago, people mentioned that they would go to the 4S shop.

It seems difficult to verify when the first 4S shop was introduced into China.

Some people say that in 1996, Chang'an Suzuki took the lead in introducing this model, and some people said that in 1999, Guangqi Honda first made crabs.

No matter who it is, in short, for so many years, which brand of car you want to buy, you can go to which brand of 4S stores, which has become one of the most ingrained habits of the Chinese people.

The so -called 4S shop is a standard for car manufacturers to formulate standards, which is invested by franchise dealers. Because of the four functions of vehicle sales (Sale), sparepart (sparepart), after -sale maintenance services, and information feedback (Survey), these stores are called 4S shops.

Why are dealers paying money, not car manufacturers themselves in their own self -built channels? Actually well understand. Soon after the Chinese automobile market started, I wanted to spread channels across the country in a short period of time, and the overall funding demand was very large. Therefore, borrowing the funds of many dealers, under the unified standards of automobile manufacturers, to establish a large number of 4S shops, it has become a good idea.

In other words, traditional auto companies were mainly responsible for making cars, and then wholesale to dealers. The 4S shops made a way to sell them. Therefore, in front of the names of each 4S shop, there is usually a prefix. For example, "Yongda Toyota", "Li Xing Xing Mercedes" and so on. This prefix is ​​the name of the dealer.

At the beginning, although the investment of a 4S shop was large, the return was fast. There is a long -term rumor that during the heyday, a 4S shop with a best -selling brand could recover costs in 3 months.

But good days are gone. As the 4S store drives more and more, it is more and more difficult to sell cars.

An industry insider revealed that opening a 4S shop now requires at least tens of millions of yuan. After the establishment, as a buffer area for automobile manufacturers, the 4S shop also needs to complete the sales indicators and pressure inventory. Therefore, it takes less than 10 million yuan in flow funds for a year. In the case of increasing sales profits, 4S wants to make a profit, and can only be hoped for maintenance and maintenance. Therefore, the new 4S shop is now losing money in the first two or three years. After the customer's ownership reaches a certain scale, it is hopeful to make money.

It is under this pressure that the scandal of the 4S shop has begun to appear. Maintenance chaos, high maintenance costs, and intriguing to buy a car. People's impression of the 4S shop began to go downhill.

At this time, the change began to appear.

2

Who said that the car must use oil?

With this problem, people also realize another problem. Who said that buying a car must go to the 4S shop?

In recent years, new energy -building forces represented by Tesla and Weilai have begun to use another method of selling cars.

On the surface, these new forces have begun to choose to open stores with large traffic, and industry insiders collectively refer to such stores as "supermarkets". Different from the traditional 4S shops, most of them are located in the suburbs. The distance is far. These commercial super stores are generally located in the CBD business district in terms of geographical layout. For example, in the Xingye Taikoo Hui Mall in the central urban area of ​​Shanghai, Tesla and Weilai occupied a large facade. Most of these stores are responsible for showing and experience, which can better reach more potential consumers. In all kinds of social software, netizens can often see such evaluation: "Originally shopping malls, I inexplicably bought a car."

Looking inward, they bypassed the traditional dealers' channels and began to adopt a direct -operated model, from production to sales of direct customers. Of course, if you want to buy a car, users need to order the manufacturer's APP, and then the manufacturer will arrange production, transportation, and delivery in order. From the perspective of consumers, because the sales channels are managed by the manufacturer, the price is more transparent, which saves the process of tugging the price with the dealer. From the perspective of the manufacturer, it has received the order of the order, which reduces the backlog of inventory to the greatest extent. Of course, this model will definitely be affected in terms of vehicle efficiency. The car pick -up cycle of the new forces is relatively long, and even the situation where production capacity cannot keep up, and it will be repeatedly talked about by consumers.

However, at least now it seems that this model is successful.

According to the "2021-2022 China Automobile Distribution Industry Development Report" data, in 2021, the number of new energy vehicle channels reached 6,121. Among them, new energy merchants in shopping malls/shopping malls have developed rapidly, reaching more than 2,200.

This number is still growing.

3

Watching the new forces began to change the game's gameplay, the "cake" share of the "cake" was getting bigger and bigger. Of course, traditional car companies couldn't sit still.

It is not so easy to change.

Because Tesla and Weilai new forces like Weilai have not been so big, coupled with a large amount of funds brought about by the previous risk investment and the later IPO listing, they can design a set of sales models that are more suitable for the current market. Essence

And the ship's big difficulties turned around. The huge marketing network created by traditional car companies has become a reality that has to be considered. For them, of course, dealers still have the need for existence, because the dealer network can at least bring ideal benefits to car companies. Therefore, traditional car companies still maintain the 4S shop model in one hand, and they also start trying to open up the track of the merchant super store. Today, many traditional car brands have begun to enter the malls through various ways, and more of them are new energy product lines that represent the trend. The shopping mall suddenly became a small auto show.

For example, the new energy ID series of the North and South Volkswagen, on the one hand, sells online in the original channels, and encourages dealers to establish ID -stores in business centers on the one hand. At present, SAIC Volkswagen's ID.STORE (X) has opened more than 100 in the region of the key cities in China. It provides offline services such as test drive and model introduction. Buying a car also needs to order on the APP.

It seems that these commercial super stores are similar to the new forces, but you can easily find their differences. For example, bargain.

Most of the time, the new forces of the new forces are uniformly adjusted, and there are very few cash discounts. At most, the rights and points are presented, either replacing subsidies, and each store is the same. However, because the traditional car companies are still opened by dealers, the prices are still diverse. Consumers need to compare multiple comparisons and bargains before they will buy them. The whole process is no different from the 4S shop.

Behind this kind of different, because of previously mentioned that traditional car companies did not really turn to direct business, they just appeared similar to the new forces.

Is that enough? The change of new forces to sell cars is to establish more direct, wider and more transparent communication with customers, and the facts prove that the effect is good. At this point, traditional car companies may need to learn more about reference, which is the inner of the new forces to sell cars, not face.

Liberation Daily · Shangguan News Original manuscript, reprinting without permission

Author: Zhang Yang

WeChat Editor: Nano School Division: Antong

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