Figure | Source Network
When the new forces of making cars gradually became a climate in the automobile field, the new forces in the automobile circulation field began to emerge.
2065 438+08-2065 438+09 New car sales were weak for two consecutive years, and the first half of the year was even more difficult under the impact of this year's epidemic. The most obvious performance is that the traditional new car sales model is constantly being shuffled. Relevant data show that in the first five months of this year, there were 345 registered and cancelled auto dealers/KLOC-0, of which nearly 60% were enterprises founded within three years. The traditional new car sales model is undergoing a new round of reshuffle in the new market environment.
At the same time, the new car sales model represented by financial leasing has gradually gained a foothold, and new players in the field of automobile circulation such as new edamame cars are becoming more and more prosperous. For example, recently, Angelababy (Angelababy), the brand spokesperson, shot a new advertising blockbuster with the bright label of "down payment of 3,000 yuan to start a new car" and the good news of "annual turnover exceeded 654.38+000 billion". At the same time, the popularity of the new car official website is getting higher and higher, and the daily consultation volume is close to 30,000.
20 17, the new edamame car was established. In 20 19, the annual turnover exceeded120,000, and the turnover exceeded10 billion. According to the average level of the circulation industry, the average monthly turnover of an automobile 4S shop is about 80- 100, and the annual turnover is about 1000. In the third year of its establishment, the new edamame car has been equivalent to the annual sales of 120 4S stores. According to the monthly sales data of 65438+ in February last year, the turnover of new edamame cars is comparable to that of well-known automobile dealer groups such as Li Xingxing and Shanghai Yongda.
During this year's epidemic, the new edamame car and the main engine factory jointly launched the "60-day free driving of new cars" activity, with about 40 well-known automobile brands and more than 70 popular models, including FAW Toyota, Dongfeng Shen Feng, Dongfeng Fengxing, Baojun Automobile, MG Automobile, FAW-Volkswagen, Changan Automobile and Roewe, which fully demonstrated the appeal of new edamame cars today.
Why is it that in the same market environment, the traditional new car sales model is constantly shuffling, but the "new forces" in the field of automobile circulation such as new edamame cars can go against the trend? In short, through the brand-new online and offline automobile retail model, Xinmedao Automobile has achieved high quality, low price, transparent price, standardized service and sinking channels, solved the difficulties in the industry, solved the pain points of consumers buying cars, and seized the main force of automobile consumption growth-"small town youth".
As we all know, after 10 years of vigorous development, the automobile market in first-and second-tier cities is close to saturation, mainly because of the need to upgrade and change cars, and the main beneficiaries are high-end luxury brands. The consumer of China automobile market has changed from urban youth to small town youth.
Go to third-and fourth-tier cities and rural areas! The slogan of the main engine factory calling for channel sinking has also lasted for nearly 10 years. However, there are very few automobile brands that can really sink their channels into rural small towns. Especially since 20 18, the automobile market has been in a downturn, and the traditional novice sales model is weak. Buying a car by loan has certain requirements for car buyers' credit information. It is often difficult for white borrowers who sink the market to cross this threshold. From the perspective of car purchase channels, it is rare to see 4S shops in front of young people's homes in the town, and the second network with sinking channels is not transparent enough.
From the perspective of business model, 4S stores are generally relatively high. It is understood that the operating cost of a medium-sized self-owned brand 4S store, such as employee salary and store rent, is about 300,000 yuan a month. The joint venture brand is conservatively estimated at around 600 thousand, and the luxury brand 4S shop is higher. When the market is growing at a high speed and the profit of new cars is high, the 4S shop model can still support. However, since 20 18, the market sales volume has declined, and the industry competition has intensified, which has led to problems such as the upside-down sales price of new cars, the continuous decline in profits, the implementation of new emission standards, the continuous high terminal inventory, and the sudden outbreak. Under many problems, the traditional new car sales model is experiencing more challenges.
The traditional sales channels of new cars, represented by 4S stores, are often not suitable for the consumption level and consumption patterns of young people in small towns because of their high operating costs. About 900 million people in China live in rural areas and small towns, and there are 600 million people whose monthly income is below 654.38+10,000 yuan. Such national conditions decide to spend hundreds of thousands on a car, which is a luxury for most young people in small towns.
High-cost 4S stores are difficult to open in front of young people in small towns. What about the second network in the traditional new car sales model? The second network with lower cost and lower price is indeed common in the third-and fourth-tier markets, but the brand selection is limited, limited to a few automobile brands that have done well in multi-channel, and mainly independent brands, with few joint venture brands.
More importantly than the limited choice of brands and models, the service of the second network is often unreliable and opaque, and the price of naked cars may be very cheap, but the real transaction price often implies tricky, even looking at new cars and buying stock cars. Consumers suffer losses. Things keep happening. 4S stores are too few and too far away, which is inconvenient. The price and service of the second network are not transparent enough, and there are too many pits. For young people in small towns, the two channels have their own problems and pain points.
And new players like the new edamame car have an advantage. A significant label of the novice sales model represented by financial leasing is that the threshold for buying a car is greatly reduced. For example, the low-threshold financial leasing mode of "starting a new car with a down payment of 3,000 yuan" and "providing it to 9.9 yuan every day" introduced by the new car of Maodou lowered the threshold for car purchase, and made the blue-collar workers, entrepreneurs and young people in small towns with little money but stable income realize their dream of buying a car ahead of time and enter the fast lane on the road of starting a business and getting rich.
Secondly, as a new automobile retail model focusing on one-stop service, another major feature of edamame is the combination of online and offline, transparent price and unified national standards, so that consumers can buy with confidence. For example, the new edamame car can realize online multi-vehicle inquiry, transparent price and configuration, unified national standard construction of offline stores and standardized service. At present, more than 50 central warehouses and urban warehouses have been established for new edamame vehicles in China, which are matched with the intelligent supply chain system and can be deployed together throughout the country. After the user buys a car, the background will intelligently coordinate the warehouse for optimal deployment, and there will be no car-free or long-term waiting.
In terms of vehicle sources, edamame has strict and transparent standards, and only purchases vehicles within three months from the main engine factory to ensure that the cars bought by consumers are the latest. At present, the new edamame car has established cooperation with dozens of mainstream car brands, and the mainstream hot-selling models on the market can basically be bought in edamame.
In addition to purchasing directly from manufacturers, edamame has further cooperated with OEMs to launch customized cars that better meet the needs of young people in the town. The new edamame car has cooperated with SAIC-GM-Wuling to build a customized version of 730 edamame, and the new car is priced at 63,800 yuan. Through the financial products of the new edamame car, consumers can enjoy the minimum zero down payment, and the monthly payment is as low as 1899 yuan. This customized version of 730 edamame with Wuling logo is only sold exclusively in the new edamame App and offline stores, and the transaction volume has exceeded 100 in just three days. At that time, tens of thousands of users expressed their purchase intention on edamame.
In addition, since 20 19, the new edamame car has launched special activities to drive to the countryside in Henan, Hebei, Guangdong, Nanchong, Shaanxi and other places, which has consolidated the advantage of channel sinking and won the recognition of the local government and local users.
For young people in small towns, the new edamame car provides a low-threshold, accessible, safe and guaranteed car purchase channel. For the main engine factory, the new soybean truck provides them with a ready-made sinking channel to help them expand new markets and new users. The cooperation between the new edamame car and SAIC-GM-Wuling in the customized car has verified the deep excavation and accurate control of consumer demand by the Internet and big data, which is a new sample of the trend of automobile customization.
After the baptism of the epidemic, the survival of the fittest and the pace of transformation and upgrading in various fields of the automobile industry have accelerated, and new forces such as new soybean cars will also usher in better development.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.