Vehicles sell new models under the policy of selling overseas 4S stores

Recently, after the reporter visited the Beijing Motor Market, he learned that in order to allow the 4S shops to successfully pass through the initial stages of the implementation of the Yaoxiang car purchase policy in the capital, many manufacturers have issued relevant preferential policies for the Beijing Motor City. Among them, the cancellation of regional sales restrictions, allowing dealers to sell vehicles to other places is a preferential policy that many manufacturers are investigating.

However, some people in the industry believe that the success of this policy depends on the cooperation of various factors.

First, explain what the regional sales restrictions are. In fact, the regional sales restrictions are very simple. For example, customers in Hebei Province go to Beijing to buy a car, and then return to Hebei Province. However, this kind of behavior will lead to the loss of a large number of customers in Beijing 4S stores, so this way of selling is not allowed by the manufacturers.

In people's minds, car sales should be a unified price across the country, and there will be no difference in car prices in different places. After inquiry, consumers will find that in some regions and large cities where car sales are large, car prices are relatively low. Low, while the price of the second and third-tier cities is relatively high, and the price of some brands of vehicles in different regions has a difference of several thousand to several tens of thousands.

As we all know, as the capital, the market in Beijing is one of the most important markets for all manufacturers. This has also led to the establishment of too many 4S stores in Beijing, some brands have more than a dozen stores in Beijing, and the number of dealers has increased. As a result, competition has intensified and the price of cars has plummeted. In other places, there are often only one car dealership in the province, so many car dealers in many places are encouraged to be large in one side, and the price is always not favorable.

In fact, the policy of restricting off-site car purchases in car sales is the result of manufacturers' maximization of economic benefits, and is the means by which manufacturers attempt to obtain the highest profits with the most cost-saving. However, judging from the current situation, if manufacturers open up cross-regional sales, then the capital's 4S stores will lose a lot of maintenance customers, and the maintenance of profits is certainly an important source of future 4S shop profitability.

“After the implementation of the policy of generating 240,000 new licenses every year by the Beijing Municipal Government, after-sales service has been increasingly seen as a guarantee for continued operation of the 4S stores.” During the interview, the person in charge of a number of 4S stores told reporters that the manufacturers could cancel. Regional sales restrictions, but other aspects of the policy have to keep up.

After an interview with the reporter, it was learned that although some brands cancelled the regional restrictions, they did not reduce sales targets, nor did they think of distributors in other respects. This will lead to more fierce competition among dealers, and the price of cars will become more and more. Low, more and more cars are sold to the field, which will result in the loss of more and more maintenance customers, creating a vicious circle.

It is reported that in the field of luxury cars, manufacturers have introduced limited regional sales, because the development of the luxury car market is late, there are no 4S shops in many regions, so even if the vehicles are sold in the field, the car will return to the store when it is maintained. Doing maintenance will not result in the loss of customers.

However, this situation has also changed after Beijing implemented a policy of restricting time-bound vehicles from outside Beijing to Beijing. During the interview, dealers of Lexus and Infiniti stated that due to the inconvenience of entering Beijing, some customers began to hesitate.

“With the increase in the number of foreign 4S stores, customers will not be able to go to 4S stores in Beijing as they originally did. We only provide better services and upgrade our skills to retain our customers.” Say.

Although there is no regional sales restriction, some brands of luxury cars have fully taken into consideration the special characteristics of Jingcheng Market. In the sales plan for 2011, not only did the dealers in Beijing not increase their tasks, but they also continued to investigate ways to help dealers.

In fact, if manufacturers really help 4S stores, 4S stores will not be very sad. According to statistics from the China Automobile Dealers Association, there are currently 460 branded 4S stores in Beijing. If we calculate the market size of new cars and new cars in 2011 totaling 500,000, the average sales volume of each 4S shop exceeds one thousand vehicles, and the negative impact is not significant.

Luo Lei, deputy secretary-general of the China Automobile Dealers Association, said that the focus of car dealerships can be shifted mainly to four aspects of business: First, to strengthen the quality of after-sales service; Second, the replacement of used cars; Third, automotive finance; Fourth, car rental business . "If the manufacturers can provide help in these areas, then the dealer will be a lot easier." Luo Lei said.