For automobile dealers, 2020 is a difficult year. Although the automobile market experienced a deep "V" reversal after the epidemic and continued to pick up under the effect of "Golden September and Silver 10", it has not completely passed the "cold winter". On October 31st, china automobile dealers association released the latest issue of "China Automobile Dealer Inventory Alert Index Survey" VIA(Vehicle Inventory Alert Index), which showed that in October 2020, the automobile dealer inventory alert index was 54.1%, up 0.1 percentage point from last month, and the inventory alert index was above threshold. How to gain new users in the current market environment, reduce costs and increase efficiency, and maintain sustained growth is still the most important issue facing the majority of dealers.
On November 3rd, the 2020 Dealer Gravity Summit with the theme of "Gathering momentum and rising" arrived in Hangzhou. The summit invited many auto industry experts and representatives of auto dealers to discuss the latest trends of the industry and the new challenges and opportunities faced by the development of auto dealers.
The cycle effect of automobile consumption shows that the consumption potential of luxury car market in Zhejiang Province is huge
Lang Xuehong, Deputy Secretary-General of china automobile dealers association, introduced at the summit that at present, China’s car ownership has reached 275 million, surpassing the United States to become the world’s largest car ownership country. Megacities with net population growth are still the main force of automobile consumption, and strong third-tier cities will become the mainstay of the market. In the future, the passenger car market will show the characteristics of dual drive for first purchase and redemption, and dual drive for new and used cars, and the circular effect of automobile consumption will begin to appear. Second-hand car business and financial insurance will have more room for development for dealers.
According to the research data of Otis, from January to September, the sales volume of passenger car terminals nationwide was 13.28 million, down 14.33% year-on-year. The top five provinces were Guangdong, Jiangsu, Shandong, Zhejiang and Henan, and economically developed provinces and populous provinces remained the main areas of passenger car consumption. The monthly terminal retail volume of passenger cars in Zhejiang Province is usually between 100,000 and 150,000. In the third quarter, with the gradual decline of the epidemic and the introduction of local policies to promote automobile consumption, the passenger car market in Zhejiang Province ushered in three consecutive months of positive year-on-year growth. From the perspective of brand structure, luxury brands in Zhejiang Province have achieved positive growth and further increased brand differentiation. As a new first-tier city, Hangzhou is increasingly attractive to enterprises and talents. From January to September, the retail volume of passenger car terminals was 244,100, making it the most concentrated and active city in Zhejiang Province.
Billion-level capital flow supports multiple scenarios to help dealers independently market private domain operations.
In the past year, the number of creators who know the car emperor has doubled, the content release volume has increased by 400%, the diversified creative genres have grown rapidly, and the live broadcast volume has increased by 1100%. The consumption mode and catalyst mode of a new generation of automobile users are changing, which is not limited to a single scene to obtain information, but they have more abundant needs.
"Based on user insight and scene changes, the important trend of dealer development in the future will be to take the initiative to find users and precipitate customers through various scenarios and means, and conduct independent marketing and private domain operations." Cui Qiao, the person in charge of commercial products who understands the commercial dealers of Chedi, thinks.
It is understood that knowing the car emperor selling cars is the first to promote the exclusive online business hall of dealers, and through various efficient operation transformation tools, it helps dealers to realize offline business scenarios and help them realize localized online independent marketing. Based on multiple scenarios such as content information scene, live broadcast scene, fan scene and e-commerce scene, online business hall helps automobile dealers to carry out long-term operation, interactive operation, customer protection operation and transformation operation to promote efficient transformation. In this way, it can solve the problem of online traffic bottleneck and single customer collection method of dealers, help dealers to carry out independent marketing and improve online customer acquisition ability.
At the same time, relying on the products of selling car fans, car dealers can precipitate online and offline users, accumulate data assets, accurately reach users through different tools and provide them with corresponding services in time for private domain operations.
Knowing the car emperor will also encourage car dealer partners to carry out localized online independent marketing and private domain operation through 100 million local traffic support and 100 million special funds to help them improve their digital capabilities and jointly promote industrial upgrading.
Marketing reform, long-term growth and refined digital operation have become the new normal.
From waiting for customers offline to getting clues from PC and mobile to inviting customers, and then satisfying users’ needs through multiple scenarios such as private media traffic and short video live broadcast, the marketing model of traditional car dealers is also changing with the development of media and the changes of consumers. Obtaining online increment through digital means has gradually become the new normal of automobile dealer marketing.
Yu Cheng, the person in charge of the business planning of a huge engine car dealer, said: "In the past, the service of car dealers to users began when they entered the store, and marketing was in a passive state. Nowadays, car dealers’ service to users starts from the scene, and it will become a new trend to provide active service and independent marketing based on pre-sale, in-sale and after-sale scenarios to promote long-term growth. "
At the meeting, a number of representatives of Hangzhou automobile dealers shared their experiences of taking the initiative to achieve long-term growth through digital marketing based on their personal experiences. Chen Weimin, Chairman and President of Zhejiang Wanyin Automobile Group, believes that the marketing orientation of automobile 4S stores is to close the physical distance between automobile brands, models and customers, and it is customer-acquisition marketing. However, at present, the automobile industry has shifted from incremental market to stock market, and it is difficult for traditional marketing methods such as profit promotion and price war to bring growth to automobile sales. In the era of mobile Internet, the marketing of automobile 4S stores is gradually changing to experiential service marketing, mobile digital marketing and live e-commerce marketing. Hangzhou Yuanbo Automobile Sales & Service Co., Ltd. has been officially in operation for only two years, during which it has experienced a store relocation and its location is more remote, but it can rank among the best in the competitive environment of 10 first-class stores and 11 direct stores in the same city, with an annual sales volume of more than 2,000 units. Zhang Yiyong, its general manager, said that in order to quickly improve its popularity, Hangzhou Yuanbo successfully reversed the unfavorable situation in geographical position through online operation by reaching cooperation with emerging platforms such as Knowing Car Emperor, strengthening marketing and enhancing exposure by means of member products and live broadcast.
So far, the gravity summit of dealers who know the car emperor has been successfully held in five cities: Xi ‘an, Suzhou, Guangzhou, Jinan and Hangzhou, and officially came to an end. As a car content platform, Know Car Emperor has 750,000 content creators and serves 200 million car-interested users. It is trusted by more and more users based on the real and professional content value. In the future, Knowing Car Emperor will continue to focus on product innovation, provide better services for car dealers, and work with dealer partners to promote industrial digital upgrading.