Affected by the epidemic, the auto market was ups and downs in 2020, and many car purchase demands accumulated during the epidemic were also released at this Beijing Auto Show. During the Beijing Auto Show, we invited two dealer representatives of luxury brand Lincoln and new energy brand GAC New Energy. By participating in the first large-scale offline international auto show after the epidemic, the two stores always have the most say in the actual efficiency of the offline auto show, the development trend of new cars and the changes in consumer demand.
"Car Talk" is a platform carefully built by car home to share and communicate with car dealers. Each issue holds offline salon activities in many parts of the country, which is closely integrated with online content reporting. Up to now, it has covered nearly 200 cities across the country, held more than 600 salon activities, and covered more than 6,000 front-line managers of dealers. Through in-depth insight into the focus topics of dealers, Car Talk tries to empower dealers to develop their business and promote the progress of China's automobile industry.
30-second speed reading:
1. On the whole, this Beijing Auto Show set off a small climax of automobile consumption, and some of the demand for car purchases suppressed by the epidemic was released. ? 2. Luxury cars have changed their cold traditional image, not only the price has dropped, but also the overall marketing style has tended to be simple, covering more consumers. ? 3. There are "three innovations" in the future automobile development direction-new brands, new energy sources and new intelligent functions. China's brands are constantly improving and working hard at a new starting line.
◆? Luxury cars are closer to the people and meet the needs of more people.
At the Beijing Auto Show, Lincoln brought two new models: a limited edition of 500 Lincoln Adventurer Black Knight with a price of 285,800 yuan; Lincoln navigator submarine version, priced at 408,800 yuan.
Lincoln Adventurer Black Knight Limited Edition
In order to take advantage of this year's Beijing Auto Show, six Lincoln dealers from Beijing were responsible for the reception at the booth of the auto show, and together with the manufacturers, they took this opportunity to expand sales and establish a brand.
Beijing Aojitong Lincoln Center is one of them. The store has been operating for 6 years, and it is also a 4S store established earlier after the Lincoln brand was introduced into China. Because of its geographical location between two large supermarkets in Beijing's East Fifth Ring Road and close to Metro Line 6, the average number of natural visitors to the store can reach 550-600 batches per month. Customers can complete car selection or maintenance services when shopping or going to work.
At this Beijing Auto Show, Aojitong Lincoln made full preparations and sent half the staff in the store to sell on the spot. It can be seen that as a dealer, he also attaches great importance to this auto show. "Even so, the booth reception of this Beijing Auto Show is still in short supply." Li Shuo, general manager of Ogden Lincoln Company, told us.
Li Shuo, general manager of Beijing Aojitong Lincoln Center.
Before going online, the store has done a lot of publicity work online, including vertical media placement, cooperation with manufacturers' activities, brand promotion and so on. In addition, Ogitong Lincoln also specially trained personnel for the auto show, including how to gather passengers, sign bills, negotiate transactions and provide dynamic test drive during the auto show. For this big auto show, Lincoln armed every little detail to his teeth, and even every sales consultant's mask was printed with his own name.
Regarding the sales target, Li Shuo said that as far as a single store is concerned, it is hoped that the order volume will be around 130 to 150 during the auto show. "This figure is basically the same as last year. If we put aside the epidemic situation restrictions, license plate restrictions and other factors, it is no problem to exceed 150 sets. Although it was greatly affected in February and March this year, it can be the same as 20 19. "
In the fourth quarter, Lincoln, as a relatively niche and low-key luxury brand, will further increase online publicity and offline activities in line with the year-end impulse plan. Li Shuo said that for new customers, manufacturers are responsible for brand promotion, and stores are responsible for customer collection and drainage; In terms of customer protection, we mainly rely on increasing customer viscosity to attract more purchases. In different seasons and festivals, Ogitong Lincoln Center will hold car owners' activities with corresponding themes, which are well received.
Beijing aojitong Lincoln center
"At this Beijing Auto Show, there are also free tickets in the store. If it is a submarine, we hope that he will come to the scene to compare Lincoln's advantages in the same price products; If it is an old customer, we will give them feedback. " As a welfare, Lincoln only launched a unified car purchase spree in six stores in Beijing during the auto show, which solved a series of worries of customers in the car purchase process from the aspects of finance, decoration and maintenance. After the auto show, corresponding welfare policies will also be introduced for different models.
◆? With the development of new energy vehicles, China brand has a strong momentum.
Not only Lincoln, we know that luxury brands are generally highly concerned at auto shows. In contrast, there is also a very obvious change in the auto show in the past two years, that is, consumers are paying more and more attention to the "three new"-new brands, new energy sources and new intelligent functions. Everyone has gradually changed from the traditional comparison of appearance, power and price to the scientific level of user service, electric vehicle cruising range and interior decoration.
Nowadays, with the rapid development of electrification and intelligence, major car companies have accelerated their layout in the field of new energy. Participants in the automobile industry, including vehicle manufacturers and parts suppliers, all displayed electric vehicle products representing their own design, manufacturing and innovation level at the Beijing Auto Show.
According to statistics, nearly 40% of the new cars unveiled or listed at this Beijing Auto Show are new energy vehicles. Among the 160 new energy vehicles on display, there are 147 new energy vehicles manufactured by China automobile enterprises. With the upgrading of the automobile industry and the gradual accumulation of new energy technologies, domestic major car companies have launched their own new energy vehicles.
"Guangzhou Automobile Group booth at Beijing Auto Show"
As one of the representatives of new energy automobile brands in China, GAC New Energy has 44 sales consultants from all over Beijing 1 1 dealers coming to the booth to give their support. Beijing Xinminheng Guangzhou Automobile New Energy 4S Store operated by Li Jianan is the second Guangzhou Automobile New Energy Store in Beijing, located in Yuntong Automobile Park, Zhong Ding Road, Xihongmen Town, Daxing District. At the same time, Beijing Xinmin Heng Group also operates brands such as BYD and Roewe. In the future, the positioning of the whole group will focus on the sales of new energy vehicles.
Li Jianan, the head office manager, entered the automobile industry in 2003, and has successively run Roewe, Skoda, Dongfeng Honda and other brands. Among them, Roewe's (fuel+electric) grid-connected sales have made him a witness to the fuel vehicle turning to the new energy vehicle market. From 2006 to 2020, he will participate in almost every auto show, which is deeply touched.
"Beijing Xinmin Heng GAC New Energy Store"
Unlike luxury brands like Lincoln, the price range of GAC New Energy is about 65,438+0-300,000 yuan, and its consumer groups are generally white-collar workers, most of whom need to work from nine to five, so the sales volume is mainly concentrated in a few days during the National Day holiday. Li Jianan said: "The tide of new energy vehicles was not so obvious in 20 16, but it began to appear gradually in 20 18, and according to our observation, consumers stopped at the booth of new energy vehicles for almost the same time as traditional fuel vehicles. However, as Beijing, licenses, indicators, and foreign cars entering Beijing are several important reasons for limiting sales, so foreign consumers will be less than in previous years. "
Legendary GE3
However, the strength of GAC New Energy this year is obvious. Since there was only one main model Chuanqi GE3 last year, Aion was brought this year? LX (Ian Lu), Aion? V (Ian v), Aion? S (Ian S), so there will be a new breakthrough in publicity and sales in 2020. According to Li Jianan, the sales of traditional fuel vehicles have generally declined by 30%-40% this year, and the momentum of new energy vehicles is not as strong as in previous years. However, GAC New Energy still achieved a brand growth of 50% and an average growth of 40% in Beijing. In particular, the sales volume of the new Min Heng store this year is about 1 100- 1200 units, a substantial increase of 70%-80% over the same period last year. With the continuous expansion of product layout next year, GAC's new energy market share is still bullish.
"Eternal Tower? V (Ian V) "
In August this year 1, Beijing issued 20,000 new energy minibus indicators for "car-free families" at one time. In response to these 20,000 indicators, Xinmin Heng GAC New Energy Store cooperated with the "Happy Purchase" activity of Daxing District Government. Any user who obtains the index can place an order and issue an invoice within the signing date, and lock the government discount of 2000 yuan in advance; In addition, the store will also give gifts and corresponding gift packages, including car price concessions and new car decoration.
During the auto show, GAC New Energy also made targeted invitations to some potential customers, and the price of some models was 3,000-6,000 yuan, Aion? V (Ian V) series is even as high as 8000 yuan. All customers who book cars on the day of the auto show can also participate in the lucky draw, and the prizes include 1 year or 3 years of free charging. Of course, users who don't go to the auto show don't have to worry, and the preferential activities during the period will be carried out simultaneously in the store.
The sprint in the last quarter of this year is very important for any brand. Li Jianan said that the store will increase its efforts in media delivery, clue collection and offline promotion, and cooperate with manufacturers to enter enterprises and supermarkets. In addition, the store will rearrange the exhibition hall, formulate flexible and effective promotion policies for car buyers, and further promote the sales of GAC New Energy and China New Energy automobile brands.
Editor's summary:
This Beijing Auto Show is the first international offline large-scale automobile event after the epidemic. Every brand should bite the bullet, on the one hand, do a good job in brand and word-of-mouth promotion, on the other hand, improve the actual sales conversion. At present, automobile products have become more and more beautiful and the quality is getting better and better, which can basically meet the demand. In this process, luxury cars have laid down their high profile and expanded their user coverage, while China car companies have continuously narrowed the product differences with foreign brands and made great changes in intelligence and electrification. At the same time, we also hope that the automobile industry can complete the reshuffle, learn from experience, eliminate the survival of the fittest, and finally bring better products and services to consumers under the test environment of the overall automobile market in 2020. (Text/car home? Weng Meng)