How can a dealer in the era of new energy cars live?

We are all lucky. We have experienced a period of more than 10 years of rapid development of traditional automobiles, from buying a car to a luxury car to a new car with a wide variety of products. Now, the Beijing auto market will lead the Chinese automobile market into the era of new energy vehicles. Beijing's auto consumers will take the lead in experiencing this new era of automobiles. The “Beijing Work Plan for Pollution Control of Vehicle Emissions 2013-2017” task decomposition table was released on October 4th. From 2014 onwards, 240,000 car yo-yo indicators will shrink by nearly 40% each year, and the allocation of motor vehicle indicators will become 150,000, and the ratio of different types of motor vehicles will change. The proportion of new energy vehicles has been increasing year by year, gradually increasing from the initial 20,000 each year to 60,000 each year. In the next four years, the number of new energy vehicles will be 20,000, 30,000, 60,000 and 60,000.

In addition to Beijing, it is understood that the ten cities in Hebei, including Shijiazhuang, Tangshan, and Langfang, have applied for and received approval from new energy pilot cities. Next year, each city must add 1,500 new energy vehicle demonstration operations. This is new. A signal for the rapid development of energy vehicles. Wang Ruijiang, chairman of BYD's Northern Huapeng Store, said that Huapeng Store has given manufacturers orders for 2,000 new energy vehicles. Next year, Huapeng stores in Qinhuangdao and Langfang will receive new energy business opportunities. For the Beijing market, Wang Ruijiang is waiting for the details of the new energy subsidy program that may be announced at the end of this month.

In addition to adapting to changes in the era of new energy vehicles, manufacturers, businessmen and consumers in the auto market in Beijing also need to deal with the 40% reduction in the number of shakes. In such a big change in the automobile market environment, how do businesses survive, how do manufacturers fight for shares, and how do consumers choose cars? The newspaper first gave 20 answers through multiple interviews.

How new energy car era dealers live

In the context of the advent of new energy vehicles and a 40% reduction in the number of shakes, perhaps we will be more concerned about the survival of self-owned brand dealers, but on the contrary, self-owned brands will respond more fully, at least more calmly. From the start of purchase restriction in 2010, independent brands have experienced a period of adjustment for the Ebb Tide. For example, the number of 4S stores in Beijing BYD has decreased from 25 before the 2010 purchase limit to the current 14, and this time the purchase has just been introduced, and another 4S shop has submitted a withdrawal application.

Most 4S stores of joint venture brands and luxury brands have survived the difficulties of purchase restriction in 2010. At least, many 4S shops that lose money still hope to see a new hope. At present, the number of Beijing auto dealers can no longer adapt to the current sales volume and inventory. In the past, the number of 4S stores planned by the manufacturers in Beijing was in the context of the rapid growth of the auto market. The number of dealers for many brands is obviously too much. In the United States, there were 47,000 car dealers in 1949. By 2011, this number had dropped to 17,000. After the purchase restriction in Beijing in 2010, the sales of the auto market were controlled. In the future, it is inevitable that some auto dealers with long-term losses will be shut down and transferred. Of the brands with more than 20 distributors in Beijing, one-third of dealers who have not been profitable or even losing for a long time are likely to withdraw gradually.

This time, the dealer's full wave of Ebbing is about to begin. A 4S shop that has more owners, lower land rent, and higher production efficiency can survive.

Live law: 5 horses are better than 6 sheep so elite soldiers will stay

Chang Xiaonan, chairman of the Jiacheng Group, is also a senior expert in the automotive circulation field. According to him, in the next decade, the model for the survival and development of Beijing auto dealers in Beijing has been established. If dealers want to survive in Beijing, they must control costs. The most important are labor costs and land costs.

It is estimated that by 2017, the number of employees in many 4S stores in Beijing will be less than 60 employees. In 2012, the number of employees in the top 100 dealers in the United States was 53, while the number of employees in China’s top 100 dealerships was 83. In 2011, the number in the Chinese market was 96, and 4S shop employees in China The streamlined trend has already emerged. In Japan and Europe, the employees of the 4S shop have fallen to a scale of more than 30 people.

4S store employees' lifelong service also has a profound impact on the survival and development of 4S stores. For example, in the after-sales service field, a large number of employees are small and middle-class workers. The technical level of personnel is not high, the turnover rate is particularly high, and the average staff Wages are also low, which also leads to low production efficiency of 4S stores.

In the future, with the intensification of competition, it is difficult for 4S shops to feed more employees. It is understood that GAC Toyota Xiaohong shop now has only 73 employees (including cleaning, canteens, car wash), but the annual after-sales maintenance output value of more than 50 million yuan, sales of more than 2,000 vehicles, such a scale of operation most of the country Guangqi Toyota 4S shop needs 140 Many people can complete it. At GAC Toyota Xiaohong, sales managers and after-sales managers have all been canceled, and management has begun to flatten. Only seven sales consultants, including four expert-level sales consultants sold more than 1,300 vehicles last year, a maximum of one sales consultant sold 440 vehicles, and an expert-level sales consultant's annual salary of not less than 200,000 yuan, and can enjoy the vice president level. treatment. Expert sales consultants have begun to take the path of professional lifelong, and the transfer of the old customers of these sales consultants makes sales easier.

In 4S stores in Japan and Germany, in order to reduce costs, the financial accountants of 4S stores have already outsourced. Car wash is done by service consultants, and the general manager welcomes passengers at the door. Because of the high operating costs, these practices are also the last resort after competition.

Law II: High rents are difficult to avoid moving to Tongzhou Shunyi.

Land costs also directly affect the survival of dealers. With the land lease contracts of many 4S stores expiring, the land rent for many 4S stores has risen sharply. Some 4S shops have increased their annual rent to 5 million yuan or even more than 6 million yuan. In the future, the 4S shops operated by the leased land within the 4th Ring Road are expected to be relocated and relocated outside the Wuhuan and even the 6th Ring Road.

For example, Guangzhou Automobile Honda's profitable 4S store in Beijing this year is a low-cost 4S store, such as the 4S store in Tongzhou, which is more profitable because its operating cost is about 6 million lower than that of a city store. Dongfeng Nissan, general manager of Dongfeng South North District, said Shang Zonglin, Dongfeng Nissan's relatively profitable 4S stores in Beijing this year are often 4S stores outside the Fifth Ring Road. The reason is that operating costs are low.

It is also a wise move to relocate downtown stores. Wang Ruijiang, chairman of BYD Huapeng Store, said that before Huapeng had a 4S shop in Beiyuan, the land rent was high and the operating cost was high. After the 2010 limit number, Huapeng stores will The store was relocated to Shunyi and operating costs have more than doubled. The second main store is located in Tongzhou. The third store is in Haidian for the purpose of displaying the image. The rent for a store in Haidian is equivalent to the sum of Tongzhou and Shunyi.

Method 3: Improve the Effective Productivity for the Reserved Owners

In the future, improving the profitability of a single store is the bottom line for dealers to survive. Chang Xiaonan introduced that the reduction in the number of employees means that the entire management level of 4S stores has been improved. For example, the parts and components management system will not exceed 2 people in the 4S shop's spare parts warehouse with an annual sales value of 50 million yuan in the United States, relying mainly on electronic bar code management; for example, when a vehicle is repaired, each vehicle to be repaired will enter the 4S shop. A black box is installed. Every maintenance cycle has standard working hours. The standard working hours divided by the actual working hours are equal to the efficiency. Then the effective productivity of the after-sales service can be calculated through the actual working hours and the attendance time of the maintenance technicians. Unlike the mature US market, most of the Chinese car market after-sales service does not have standard working hours. The effective productivity of US car dealers can reach 96%. At present, most Chinese 4S stores are in a state of how much it is, and it is impossible to count the effective productivity. The average effective productivity of Beijing 4S stores is less than 50%, which means that a large number of people's time is wasted.

The booking rate for customers in Beijing 4S stores is very low. In mature markets such as Europe, it is difficult for owners to obtain maintenance services without making advance reservations. 4S shop maintenance service If the reservation rate does not reach 60%, the efficiency is hard to improve, which means that the maintenance technician will be particularly busy for a while and will be extra busy for a while.

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