Those who freeze 3 feet are not a day is cold, the random elephant of car sale trade as " Xi'an runs quickly incident " and be disclosed gradually, in 4S inn all sorts of " cover a region " and " hole " also expose gradually, it is what reason, bring about what the car sells a profession to go regular and such " savage " , did 4S inn prepare again so many " hole " go waiting for consumer to jump?
The disappear in occupying assist issuance data shows, 2018 countrywide specific commodity is complained in, car and component complain Gao Jubang head, car consumption domain is the stress that complains since consumer is long-term more, if buy,cross the consumer of the car only, can have entered in sale link more or less " hole " , by sale place " cover a region " , be like " compulsory insurance " , " delivery of cargo from storage is expended " etc derive collect fees.
Of course, superintendency department of our country various market also is in all the time severe check industry chaos to resemble, pure nevertheless belong to " endless spring breeze blows wild baked wheaten cake to be born again " , blow strength is reduced, car sale trade violates compasses phenomenon to sad again the occurrence of silence, visible, the market superintends a system to still remain to perfect.
Lose money in business selling a car is inducement
In phase of inchoate car city bonus, 4S inn past is the fund that sells a car to gain a vehicle, but now, automobile industry competition is sent more intense, be the same as brand 4S inn with the city ceaseless grow in quantity, the profit that sheet relies on to sell this one-time behavior to bring will be less and less, space of gain of car of 4S inn carry out substantially shrink, no matter be investment,adding 4S store still is operation cost very tall, want to change a brand to perhaps rebuild channel is far from possible.
Accordingly, 4S inn was thought up a variety of " crooked idea " , for example much collection poundage, compulsory sale is sure to wait, however, all these is to want consumer to buy sheet.
Manufacturer returns profit is the gain that every agency place pays attention to is big, if manufacturer gives out,annual plans 3000 sale target, will calculate with a 100 thousand yuan sale, after agency is achieving assessment goal, can obtain total sales probably the 300 million yuan award of 2% , that is the manufacturer of 6 million returns profit, so, agency exert all over skill do one's best achieves sales volume goal.
Agency and manufacturer are not pure supply demand relations, "Lose money in business sells a car " the predicament that has become instantly car dealer to be faced with, common the directive price of new car is 100 thousand yuan, agency receives car price is commonly 9 fold it is 90 thousand yuan, but price of real market terminal is 80 thousand yuan however, every sell agency give a car with respect to deficit 10 thousand yuan, if all sell 30 to calculate with the month, this onefold model loss achieves 300 thousand yuan.
Agency does not have very speech to counterpoise when taking a car, banner of a manufacturer falls to also be not all models to be able to reach the degree that heat sells, accordingly, agency took model of how many sell like hot cakes when taking a car, be about to match corresponding slow-moving model, stem from pair of profit long for, agency can think method development to go out more " derive collect fees " .
Financial service fee is loan commonly proportional 3% , loan with respect to collection 100 thousand yuan 3000 yuan service is expended, the card expends 1000 yuan on, PDI detects expend 1000 yuan, delivery of cargo from storage expends 500 yuan, charge of new car decorate 3000 yuan, compulsory sale is sure to return profit 30% have 2000 yuan or so, model of sell like hot cakes / color adds valence to shift a car 2000 yuan, if all project consumer is willing to buy sheet, not simply can fill deficit price difference, OK still little scope gain.
But actual condition is, consumer is entered completely impossibly " hole " , deficit is impossible also complete by fill, the business dimensions with 4S existing inn has been in stabler condition, suffer the effect such as Internet concussion, integrated agency, do not say to increase business scope, defend even the success become an issue, can carry accumulative total only the after service that more clients will come to increase his.
Although can earn money through selling more supplementary product, its had decided its sale to still show direct ratio finally to concern with sale constitutionally, want to earn more money to have to sell more cars then, so, although " the price is hanged " , sell a car not to make money deficient even money, obtain manufacturer to return benefit earn money as far as possible through selling a car more.
Agency sells a car deficient fund, want to sell a car more again to strive for more manufacturer to return profit, manufacturer sells a car for how mad and outspread site, cause miserable intense of the competition between agency to make price war madly, this is a vicious circle.
Why does 4S inn sell a car not to make money?
Want to solve a problem, be about to find the essential place of the problem, why does 4S sell a car not to make money deficient even money? Have effect of many sided element: Depression of demand of limitation of resource of manufacturer pressing inventory, manufacturer, market, price war, summary rises, it is inventory and demand do not match, or is supply is more than demand, or is supply is less than demand.
Show according to data, april index of early-warning of car dealer inventory 61% successive 16 months exceed cordon, especially below the setting of car city be issued to lower levels, agency will be very sensitive to inventory, expensive stock makes agency produced circulating fund to lack, inventory management cost rises, capital cost rises, purchase ability to become poor to wait for chain-reacting, accordingly, must depreciate substantially sales promotion.
Cause 4S inn to sell a car not to make money the core issue that deficient even money still must sell, it is inventory and demand do not match, the method that should be solved from fountainhead is very simple, that allows demand and supply namely more match, car dealer is in weak power position to do not have speech authority for years, be used to manufacturer control supplying chain, the great majority in inventory of how many dealer is there do oneself leave sheet to be taken the car? And the quota that how many having is manufacturer requirement.
If of leader plant pattern of plan production management is more efficient and exact, agency accomplishs distribution according to need on real significance, inventory and demand achieved height to match, believe " sell a car not to make money even lose money in business " the phenomenon will be less and less.
The car sells industry transition to upgrade
But " sell a car not to make money even lose money in business " the argument that cannot make rights and interests of consumer of 4S inn attaint, current car sells an industry to also need transition to upgrade, the supply demand relations between agency and manufacturer wants more friendly, the speech authority of agency needs to get accentuation, service system is built also more should with when all is entered, existing 4S inn mode has neared the fag end of lifecycle.
Astute be like tesla, closed store of the door below large quantities of lines, withhold experience inn only, consumer orders a car through the vehicle can be being chosen on the line, cut intermediate link, saved a large number of manpower, material resources, with door inn hire, more efficient, convenient sale mode is forthcoming.
But show level, the market superintends total bureau should cogent the management that strengthens pair of agency, improve after service system energetically, establish perfect dimension authority channel, make consumer has the thing with accuse can sending gift is the most important.
Or, consumer is in the link that buy a car, still continue to become the kid that be partitioned by others at will, obviously a lot of collect fees unreasonable, but still be ground of submit to humiliation is handed in, "Sell a car not to make money " should not buy odd fill more by consumption.
