The barriers to advertising and price monopoly will eventually be pierced
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The barriers to price monopoly will eventually be pierced
In the last push, we talked about a more sensitive topic: "Car 4S store sales model." The existence of 4S stores can be seen as a product of the evolution of the planned economy into a market economy. In foreign countries, there are only car dealers, commonly known as Dealer. In the 90's, due to the mixed car market, some brands took the lead in introducing the 4S store concept, and packaging it into a one-stop advanced service concept from abroad.
4S shop from Europe, the "foreign thing" so that only in order to make money, do not consider after-sales service and quality complaints of the national word head car sales company tasted the taste of failure. These state-owned enterprises or import and export companies have a large area of land resources, control the official car customer resources, the consumer's demands ignored.
Profit is the map, complaints doorless, arrogant posture, cold service attitude
Secondly, the national word head company is too only "profit" is the figure, which brand sales slightly poor will stop the purchase, and even a sudden face change. This change of brand not only leaves consumers who bought the previous brand without a door, but also damages the brand's image.
In order to avoid the situation of dealer return network, manufacturers will raise the entry threshold of dealers, need to pay a certain amount of security. Some state-owned companies are beginning to make positive transitions, and as car sales grow, some real estate developers and powerful private owners have joined the ranks of 4S stores. In the years when car sales soared, some 4S store owners made profits of about 20%.
The love period is always sweet, but after the short shelf life...
4S store all business activities are working for manufacturers, not only to maintain the image of the manufacturer's brand, but also for manufacturers to expand the number of sales, occupy more market share. Investing in a 4S store costs tens of millions of yuan or even close to 100 million yuan of investment, in the car market boom period, 4S stores and manufacturers are like lovers in love. 4S can make a profit from sales and rebates. But as car sales slowed, survival became the most pressing issue for 4S stores.
Brand licensing system led to manufacturers too strong, 4S stores are only the weak in the sales link. Because 4S store's own brand image is simply not reflected, the business situation depends to a large extent on the manufacturers. For self-interest considerations, manufacturers on the 4S store standardized process-like regulations and requirements, so that 4S store operation completely no autonomy, like a puppet, completely for the interests behind the work.
More serious is the invisible hand: monopoly. Manufacturers do not limit the price of models in an area and prohibit sales across regions. In fact, as early as 2014, the General Administration of Industry and Commerce has stopped the total car dealers and car brand authorized dealers for the record. Business license unified for "car sales", to be clear, 4S stores can sell different car brands at the same time. But what about the actual results?
Based on all aspects of the pressure, 4S store is still that 4S store, the price is still in the hands of the dominant manufacturers. Since we can't make a breakthrough in a brick-and-mortar store, we can pin our hopes on the mobile car-selling platform.
Internet-style thinking will completely break the traditional sales model of the disadvantages, not only reduce the sales link, but also save you time. One app can do itTest drive, booking, delivery, second-hand car handling and other services. More important is the price! According to demand to the manufacturer directly order vehicles, to provide you with the most reasonable price.
Move 4S stores from offline to online, more convenient service, more affordable prices.
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