Strong push installment, hard sell insurance and tying members
Editor’s note: This article is from WeChat public account understand understand notes “(ID: dongdong_note) , author: Muzi.
In recent days, two news have sparked heated discussions in the car circle. First, the new energy vehicle automation technology exhibition scheduled to be held in Shanghai at the end of October was postponed until August 2020. According to reports, more than 60 companies that have planned to participate in the exhibition have already “disappeared”. Second, some media broke the news that four local car companies may face bankruptcy and revealed the internal mail of a stock bank. Four car companies conduct risk investigations (expected to involve about 50 billion yuan in upstream and downstream supply chain).
Especially the latter, the spread is wide and the impact is huge. This also led to the emergence of four companies have been rumored, one of them also issued a notice, said that it has reported to the public security department, and will be held accountable for the relevant personnel.
All kinds of rumors are illusory, true and false, but one thing is certain: the days of car companies, especially new energy car companies, are really difficult.
New Energy Vehicle 4S Store Sales: Pressure Mountain
“After a while, we didn’t have a new car to sell because of the country’s 5 countries. It is not the media exposure that the 4S shop is on holiday. In fact, there is no one to ask at the country 6 to the store.” Litang Road, Changping District, Beijing In a brand 4S store, a sales consultant said.
Small customers in the store, as well as a few slouchy salespeople, seem to have revealed some signs of the rumors of the four car companies.
” Recently, everyone is desperately contacting interested customers. Customers who have come to the store to test and see the car before will leave a visit.”
In a 4S store of new energy vehicles in Shenye Checheng, Shenzhen, Luohu District, sales team leader Yang Haiquan (a pseudonym) told me to understand the notes. Now the sales consultants in the store are all pressureful: “I just experienced in July and August.” The sales volume plummeted. Who knows that in early September, the company suddenly requested that the sales task of each salesperson be fully raised.” Yang Haiquan said frankly that friends from other traditional car companies’ 4S stores knew that the current fuel cars are not easy to sell. However, the sales situation of new energy vehicles is even more bleak.
Public data shows: New energy vehicle terminal sales since the cancellation of local subsidies for new energy vehicles in June this yearThe decline in sales began to show. In July and August alone, sales of new energy vehicles have fallen by 27% and 28%. Among them, the monthly sales volume of some new energy vehicle companies has even dropped to single digits.
In the past September, new energy passenger cars sold nearly 100,000 units. Compared with July and August, there is a slight sign of recovery. However, due to the huge sales pressure of some new energy vehicles, in order to clear the inventory during the year, many dealers and 4S stores not only pressurize the sales staff, but also push the “insurance” strategy, which also led to the emergence of eight cents across the store. Sight.
Yang Haiquan is in this new energy car 4S shop, and the pressure increase is a bit too much for everyone to eat. The increase in the number of assessment tasks has been increased from 6 in the past to 10 (monthly). The team leader and sales manager need to carry the sales task of 12 new cars. “The tasks of the market and brand departments have become heavy. Every day, we are constantly planning and executing a large number of promotional activities.”
Yang Haiquan said that in addition to making massive “harassment” calls every day, returning to interested customers, working nights and weekends, they also need to cooperate with the market and brand departments to organize car clubs, self-driving meetings, promotional events, as much as possible. Many people are encouraged to “follow the old” and actively promote new customers.
“I haven’t had a day off for more than a month, and I’m in the store every day, but the assessment is only half done.” According to him, his 4S store, like other brand dealers, is currently active. Promote the “insured price” approach to boost sales.
The so-called “insured price”, that is, to maintain the sales price in June until the end of this year. However, almost all sales consultants know that the 4S shop purchased the new car after the purchase of the factory in June, and actually canceled part of the subsidy, which is equivalent to the price increase. If you maintain “insured” sales, the profits are naturally extremely low, and there is no profit at all.
“When we led the meeting in the eleventh, we joked that compared with the used car e-commerce platform, the new energy car 4S shop is the middleman who really does not make the difference.” Yang Haiquan smiled bitterly, he asked many others. The peers of the new energy vehicle brand also said that under the “insured price”, 4S stores are losing money.
So, what are the 4S stores and dealers that don’t earn the “price difference”? Yang Haiquan said that although the sales profit has been reduced, as long as the annual sales target issued by the manufacturer can be realized, the manufacturer will also have a rebate at the end of the year. “The reward is part of the store’s operating income, but now it has become a lifeline.
Yang Haiquan revealed that regardless of fuel vehicles or new energy vehicle brands, there are rules for channel sales to reward rebates. However, many manufacturers have set a threshold for this incentive for dealers to drive more cars and sell more cars: if they withdraw cash, they need to pay taxes, or they will continue to drive the car.
“That is to say, the rebate becomes a continuation of the car, and the car can be sold in order to get the money, so there is always an inventory that can not be sold.” Yang Haiquan listens to seniors in the circle