·The southwestern auto channel sank to the town and called for "do not smash and fish"

Get off the plane from Chengdu Shuangliu Airport, enter the city along the Airport Road and the Yangxi Line. There are various brands of automobile 4S shops on both sides of the road. The density is high and it is beyond imagination. In the southwestern automobile market represented by Chengdu, almost all domestic automobile brands have already settled in. At the same time, the “white-blade” fighting also makes the dealers breathless, including the dealer groups. Focus on the continued, benign and healthy profitability of the channel, and don't over-expand.
According to the data released by Sichuan Sanhe Automobile Dealer Group, in the five years from 2007 to 2011, the traditional four major regional market shares of automobile companies have changed significantly, and the market share in the eastern region has dropped from 60% to 52.2%. The western region rose from 18% to 21.9%.
Channels go from "aorta" to "capillary"
Xu Changming, director of the Resource Development Department of the National Information Center, once estimated that by 2020, the car market share in the Midwest will increase to 55%. Car ownership in the western region will still be difficult to reach saturation in the next 10-15 years. The promising market potential has prompted domestic auto companies to lay out channels in advance and seize the commanding heights.
According to the China Economic Net reporter, compared with Chengdu, Chongqing and other southwestern cities, the southwest tourist city represented by Dali and Guilin, due to the export-oriented economy, has been established in recent years. In the Dali area alone, high-end car brands including Mercedes-Benz, BMW and Audi have established standardized 4S stores. From the capital city of the “aorta” in the southwest, the channels of car dealers are sinking to “capillaries”.
The general manager of a car dealer group told reporters that the market competition in Chengdu and surrounding counties and cities has already become "white-hot", which forced the dealer group to extend its reach to the western counties and cities, and give priority to economic purchasing power and resource efficiency. Outstanding state and county. It is understood that FAW-Volkswagen has reached 18 dealers in “Chengdudu”, while in the luxury car market, Mercedes-Benz, BMW and Audi have more than 5 4S stores. Dealers generally appealed that the development channels should not “smoke and fish”, and the scale of the past.
In late August of this year, joint venture brands including Dongfeng Nissan and Beijing Hyundai opened the 4S store to the town. Qiyang Dafeng Nissan is the 10th distributor of Dongfeng Nissan in the Greater Chengdu area. Dafeng Town is also a region with relatively weak auto service in Chengdu. It is a “blank point” to supplement the market in advance. The challenge is not small.
In fact, the output of Qiyang Dafeng Day is now a concrete example of the acceleration of the Chengdu dealer channel. Many dealers in Chengdu have shifted their focus to the districts of Wenjiang, Shuangliu and Huayang, which are only 20 kilometers away from Chengdu. Near Wenjiang Hot Spring Avenue, 4S shops such as Pioneer Guangben, Shenrong Nissan and Baolitong Suzuki have been concentrated, and in Shuangliu, a number of emerging automobile business circles have been formed.
High-end car "subsidy" dealers call for driving effect In fact, since 2012, the automobile brand building in Chengdu has entered a period of easing, and is not as enthusiastic as the previous two years. According to the feedback from Shenrong Automobile Group: With the congestion of the central city, the construction land needed for the new store can only be sought outside, and the scope of the consumer’s residence is further expanded. The establishment of a store in the surrounding area of ​​Chengdu is also satisfied with consumption. Demand; district and county markets have always been neglected markets, most of their car sales rely on secondary dealer networks, but with the increase in local spending power, the emergence of 4S stores can not only directly face consumer sales, but also allow services Cover more consumers and profit from after-sales service.
Sichuan Shenrong Automobile Co., Ltd. currently has 18 4S franchised stores, more than 20 holding subsidiaries and dozens of standard exhibition halls. At the same time, it distributes more than a dozen mainstream automobile brands such as Beijing Hyundai, FAW Volkswagen, SAIC Roewe, Dongfeng Peugeot, Dongfeng Nissan, Shanghai Volkswagen and Dongfeng Citroen.
"The most worthy attention of car dealers this year is the three luxury car brands Mercedes-Benz, BMW and Audi. Whether active or passive, we will pay attention to the benign development of dealers and make substantial rebates. Billions of real-world silver is to be The channel is stable," said the general manager of a car dealer group. “Soon, the joint venture brand will see this, and I hope it will play a driving role.”
In 2014, the trend of new stores around Chengdu to the county-level cities around Chengdu or the secondary cities in Sichuan began to take shape. Dongfeng Nissan, FAW Toyota and other joint venture brands have opened new stores in Shuangliu and Xindu. Even BMW, Mercedes-Benz and Audi have opened new stores in third- and fourth-tier cities such as Panzhihua, Deyang, Mianyang and Leshan. The second-line brands Infiniti, Volvo, Lexus, Acura, and Cadillac have continued to sink their channels, targeting Guizhou, Guangxi, and Yunnan provinces.
In the view of car dealers in the southwestern region, with the further advancement of urbanization, the third- and fourth-tier cities and townships in central cities can continue to squeeze out market share, and this judgment has been confirmed in the eastern coastal areas. In the township markets of Wenzhou, Cixi, Guangzhou, Dongguan and other places in Zhejiang, the car 4S stores have already been spread, and even many luxury car brands have begun to compete for this area.
In the future, with the adjustment of the new "Automobile Sales Management Measures", the changes in the industry format, and the investment of 5.5 billion yuan by Audi, BMW and Mercedes at the end of this year, the strong feedback channels reflect the problems of the current sales channels. Only by focusing on long-term and benign operational capabilities and establishing a harmonious business-enterprise relationship is the long-term development path.