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The automobile market in the doldrums ,dealers how to win? , relationresultCar city to enter in 2004, new car appears on the market often ,numerous models rotation reduction ,should saying is to earn enough consumer attention ,however, did not appear to imagine the panic buying boom ,consumers show more is :wait ,chibidaigou !Private car buying more cautious .
Especially since May ,car market lasts low fan ,car city from last year to this year ten thousand horses stand mute. All Piaohong ,bicycle sales profit drops ,marketing costs increase rapidly ,the end of many car dealers bid price ,constantly refreshed with various models of the lowest price .
The automobile market in the doldrums ,inventory increases ,although the manufacturers to increase advertising efforts, promotional price reduction activities are frequent ,but still consumers Chibidaigou ,distributor is still modest ,instead, to the marketing cost increases ,profit drops .
Near the end of the year ,manufacturers of goods ,inventory increases pressure ,bank interest rates ,loan maturity ,dealers are increasingly feeling the pressure of survival .Automobile distribution field also appeared structural sex to adjust .
The automobile market in the doldrums ,sales volume drops ,profit shrink, rooted in the car sales for dealers and how to deal with ?One ,talent strategy :terminal competition is essentially talent competition at present, the majority of dealers are faced with a dilemma ,the automobile market in the doldrums ,the decline in sales ,increase sales promotion costs ,marketing costs increase ,layoffs or substantially compressed employee wages ,led to a bad mood ,working enthusiasm is not high ,sales strength is abate, sales fell again, eventually fall into a vicious spiral of predicament ,thus speeding up the company and financial crisis .
The downturn in the automobile market ,competition is intense with each passing day times ,person embodied on the car dealers ,an advanced sales concepts ,a good leader ,a strong combat effectiveness of the team is more and more important .
A good philosophy :marketing is not only a kind of behavior ,but also a concept of the show ,what kind of marketing philosophy determines what sales .The enterprise put forward take the customer as the center sales philosophy ,in its sales activities and details must have the most incisive embodiment .
In the exhibition hall layout to the customer experience as the center :whether the vehicle display ,hanging flag hanging height ,promotional information placement, reception desk ,desk Decoration and embellishment ,hall background music playback and so on ,are trying to build a customer experience as the central hall atmosphere ;in the sales process in the interests of customers as center ,reception process according to the demand of consumers on product characteristics ,to seek the interests of consumers ,taking into account the consumer information for convenience ,convenience to buy ,after sale service convenience .
A good leadership :mainly is refers to the enterprise the management ability and marketing ability ,in the sales process and plays an important role in the left and right .A strong combat effectiveness of the team : in the sales process, sales staff for the actual sales reception ,product marketing time and not too much ,but is more busy work .
By comparing the sales ability of the car sales company ,sales staff for the actual sales found reception ,product marketing time and not too much ,but more time is used to prepare and study ,so as to ensure that a team has continued combat .
The sales force and strong team ,training ,analysis ,summary is also one of the main contents of the work .Training is not only the external lecturer training ,more important is to establish their own training system ,enhance the learning ability of sales staff ,sales staff themselves to learning ,improve their ability of circulation .
Sales department sales meetings ,weekly sales work summary ,sales analysis ,marketing competition ,sales operation if perfect constantly to improve the ability of the sales staff ,sales personnel can grasp the real needs of customers ,to grasp the customer interests ,so as to improve sales efficiency .
In two ,the network competition ,commanding a car shop regardless of sales ability or the radiation range is limited, according to the relevant statistics of a car shop single biggest monthly sales volume of around 60 vehicles ,other sales mostly through the two sales outlets .
With the auto manufacturers to improve production capacity ,sales terminal sales index is improved greatly ,brand stores inventory increases ,the store on two sales outlets for the increasingly fierce .
In the case of bicycle profit glides continuously ,development and management level two distribution outlets increasingly high cost ,while the two sales outlets loyalty is more and more low (most of the two sales outlets almost sales of all brands of cars, including rival brands ) ,development and store their own sales outlets has become necessary .
The earlier development of their direct two sales outlets stores has become a certain influence on the regional group car sales ,not only has the direct sound sales and customer service outlets ,has certain brand popularity ,such as Shanghai ,Shenzhen Hung Tung .
In the regional market, in the cost of advertising ,promotion expenses under certain condition ,the dealer sales outlets to increase not only helps to share its promotion cost ,to consumer and service convenience .
At present, large car sales company in the development of direct two sales network has become a trend .In many city ,many stores in the city car ,car market ,high-end residential annex opened a sales and service outlets .
Then the dealer who also can better develop their own sales network ?One ,in does not violate the manufacturers sales policy .Typically, manufacturers set up shop delineation of certain area ,on the car dealers ,set up two sales outlets in the area as far as possible in the delineation of the scope of the manufacturers .
Two ,sales and service outlets quantity / to the size and the regional market demand matching .The number of sales and service outlets ,to consider local economic development level and the local people income level ,combined with the distributors of the product the market localization and the similar models of the demand forecast ,so that the quantitative analysis of the region to establish direct two sales outlets optimization quantity and position three ,analysis of each straight battalion two sales outlets investment return analysis ,ensure outlets to recover the investment and to obtain the minimum profit required sales car number and maximum number of vehicles sales .
Each node of the establishment must consider the break-even point ,determine the minimum sales outlets ,the least service can ensure that dot the return on investment .In four ,site selection ,site selection is determined to take fully into account the outlets radiation within the scope of the residents and units of capacity requirements and near the vehicle flow ,people flow in general ,location before going through the detailed investigation and statistics .
Location ,&# 8226 ;priority to occupy the strategic Fortress ( such as motor city / car street ) ;possible layout in passenger traffic ,traffic large crossing turning ;five ,the density of the dot ,dot quantity can cover the areas of high consumer demand ,and ensure that each node can profit ,net radiation not overlap ,also want to show obvious regional gaps .
Generally in the economically developed city ,car dealer sales outlets should not be less than 5 kilometers distance .Usually car sales outlets of the number ,reflecting the auto dealers strength ,also reflect a car dealer sales and service ability .
In car consumption demand increases unceasingly in the situation ,meet consumer convenience and after sale service convenience outlets set up is one of the important basis .Perfect network, powerful sales and service capabilities, customer control, the natural by distributors and manufacturers to negotiate the capital .
Three ,publicity and promotion strategy :differentiated ,targeted publicity and promotion to the world AC Nelson latest survey, the domestic automobile sales in rely on advertisement to to help sell the misunderstanding ,in fact ,advertising and brand awareness is not proportional ,advertising and sales it is not directly proportional to .
Especially in the current car market downturn, advertising effect is not very good, the dealers how limited promotional costs produce its biggest effect ?Once in a military man, car dealers interview ,he said , the sales as the battle ,the advertisement is like fire ,is used to screen ,is not directed at a specific target ;and the distributor promotion ,will be like a gun for the special target ,otherwise invalid .
the inevitably have some deficiencies ,but also not without the truth :Dealer advertising and promotion to different manufacturers ,more targeted, the two complement each other ,it can play the role of publicity and promotion agency .
J. difference strategy: China is vast in territory ,the level of economic development regional difference is bigger, auto consumption characteristics also each are not identical ,to the kind of car, car needs vary .
Is the same brand of cars in different area are very different .Such as Chengdu economy car sales better, and in Jiangsu ,Shanghai sales of luxury cars .So the dealer in promotion does not completely follow the manufacturer promotional strategy make it rigidly uniform ,more should be combined with local economic development level and the consumption characteristics ,were differentiated advertising .
Products to establish a brand image and customer on the visibility of the understanding ,mainly through the manufacturer produced a lot of advertising .The manufacturer or media selection or advertising appeals to combined with the local characteristics of the consumer ,this is difficult to combine ,to dealers in the promotion on the objective with cover .
Many sold in the country be way ahead of all models in partial area sales volume is far behind rivals ,investigate its reason considerable component promotion no better with local consumption characteristics ,the manufacturers of advertising strategy and area consumption characteristics in and out, is in need of dealers in propaganda to cover .
Sales target products ,establish a brand image and customer on the visibility of the understanding ,mainly through the manufacturer produced a lot of advertising .Enable customers to truly realize the product ,trust and achieve sales is more through the dealer ,dealer promotional focus more on increased sales for the purpose of .
Dealer promotion for the purpose of sales ,with a stronger sales ,both in the advertising theme design ,or in the promotion of monitoring ,with a strong sales information .In the propaganda theme design ,to the current models ,sales analysis ,consumer changes and trends ,level sex target ,policy related manufacturers to determine their own promotional theme ,with a strong marketing color .
In the advertisement monitoring and feedback ,according to the advertisement effect ( advertising within one week of passenger flow ,trading volume ,the number of calls ) to measure advertising costs, thereby making the next advertising plan .
Four ,information system ,improve enterprise rapid response ability to enter this year since May ,car market remains in the doldrums ,car city competition, one hand is the strength of the dealers Yingtuoerchu ,on the other hand, some dealers in quick adjustment to win .
Is not a fish ,but fast fish eat slow .In the fierce competition in the car market, who can hold the information as soon as possible to adjust their strategies ,who will most likely win in car city .
At present several popular 4S sales model ,in which a s is the information feedback ,visible information importance ,however in the automobile distribution field of information is not enough attention .
In the fierce competition in the market ,the establishment of a dynamic information system ,grasp the opportunity the market ,enhance the market has become a necessary .Information systems: Sales :sales information .
Vehicle classification statistics ;statistics and sales .Sales forecast ;hot models and causes of turnover ;car sales ( including inventory aging analysis ) ;in the regional market share ( period) ;exhibition hall traffic statistical analysis ;to electricity number statistic and analysis etc .
Timely grasp the sales status information according to the sales timely analyze the reasons ,timely adjustment of marketing strategy .Competitor information :region within the major competitors .
The opponent ;retains quantity, increment ,market share .The opponent ;product strategy ,price strategy ;opponents of the management level and quality of personnel ;rival recent activities and marketing strategies of information ,timely response ,know yourself as well as the enemy .
User status information .Car buying :user classification and characteristics of the analysis ( social characteristics ,economic features ,geographical features ,birkenstock singapore,the values of features .) ;user purchase behavior research ( including information access ,place of purchase option ) ;the user trend and demand analysis of the main factors ;the user pays close attention to purchase a car and to purchase a car users and using environment; consumer satisfaction research information ,according to the customer ,improve the promotion and sale of the pertinence ,improve sales efficiency .
Information decision systems :the information system ,the main is to play the value of information ,complete the information value chain of 5 links to information true to value .At present, although many enterprises have a lot of information ,but often not completed the last link -- decision-making ,work not completed ,so that the information can not play its value .
On the car dealers make use of information level and utilization of the departments is crucial .Tactical information by the company primary use .If the selling division according to the competitor characteristics ,sales skills ,sales promotion means to adjust their sales skills ,improve the sales skills ,to take corresponding measures to improve sales force .
Marketing department according to the rival advertising ,campaign strategies take some measures to make their own advertising ,campaigns more effective .Strategic information used is more dealers in high-level use ,decide the future development of the company .
Five ,grasping the hierarchy of needs ,enhance customer loyalty to the visionary car dealers ,car buying customers did not purchase a car has been far more than of the customer value .Automobile industry profit zone after the shift ,gradually from the car and car sales to after sale service ,keep the old customers strive for new customers have good prospects of gain more than .
The data show that ,for a new customer costs are usually keep an old customer costs 16 times .On the car dealers ,improve customer loyalty is to ensure the after sale service profit ,with customers is the size of market share .
On visionary car dealers ,car buying customers did not purchase a car has been far more than of the customer value .( a ) the importance of developing customer loyalty :1 old customers can bring stable income :as everyone knows ,car sales profits in the car the whole value chain in a small part ,but with the fierce competition in the market ,this part of the profits are shrinking ;and old customers the after sale service profit ( Automotive beauty ,decorating repair ,maintenance ,second-hand car ,etc.
) account for a large proportion, and as the car dealer service is outspread, profit proportion have the tendency to expand ,to the car dealer survival and development plays a vital role in .
2 brought new clients and customers to maintain good relations of trust, not only to bring stability to the after sale service income ,but also bring new customers .Many car dealers to take corresponding measures ,as far as possible, and the customer maintain a relationship of mutual trust ,in dealings with customers ,customers will get the car dealer advantages and characteristics to the people around him ( including the neighbors ,relatives and friends ,colleagues ) recommendation ,the auto dealers to get more sales opportunities .
In fact ,a survey shows that ,the reputation and family and friends come to buy customers account for a large proportion of .3 brought more opportunities to present ,China has a car consumers but also for the high consumer ,they have rich resources and great influence, and they maintained good relations ,in the interactive contacts will no doubt bring numerous business chance and opportunity .
( two) enhance customer loyalty to grasp the demand levels ,improve customer loyalty ,divided into three levels :the interests of customers demand ,and cultural needs and necessary tool to support the benefit demand :divided into 2 levels ,one is to meet customer vehicles normally use the most basic customer service service demand ,namely the supply of spare parts ,vehicles maintenance ,repair and services based on customer service ;two is the basic function of psychological convenience ,worry ,rest assured that demand ,such as spare parts ,repair ,maintenance and repair maintenance of favorable convenience ,after sale service convenient ,remind the user to necessary maintenance and repair vehicles ,to provide users with insurance claims agent and other services .
Many car dealer to improve customer loyalty in the after sale service convenience made a lot of work, for instance in the customer more concentrated regions established after sale service site .
Culture :not only meet the demand of the interests of customers on demand will enhance the customer loyalty ,customer profit on demand is just the beginning ,customer loyalty is also reflected in the cultural identity and respected .
To meet customer demand for the following aspects of culture .A car dealer culture have showed respect for the customer and attract ,in management activity, the level of its management level and the quality of the employees ,for customers to play a very important role .
Car dealer ,its staff behavior ,the quality of its operations ,as well as level of knowledge in areas such as performance ,customers have enormous influence ;two is the customer in this respect ,social ,personal identity ,achievement ,fulfillment and cultural needs ,many car dealers play culture marketing brand ,for customers, improve customer loyalty, such as a car dealer organizations self-driving tour, Xinjiang ,Hainan ,Tibet and other activities ,to allow customers in the activities to achieve their own sense of achievement ,realize their own experience the nature ,conquer nature demand .
Many car dealer also introduced the social welfare activities ,such as members of the organization to drive to the revolutionary hope primary school donated books and other activities .Support tools: enhance customer loyalty ,customer interests needs and cultural needs of the necessary support tool ,a dealer of good sense and behavior ;two is necessary for communication tools ,such as the Internet ,interactive tool such as BBS member publications .
Three is a club ,take build customer club form ,mainly to maintain the stability of .Practice has proved that this approach is very effective .As a member of the club ,the customer can in many ways retailers get effective help .
In the United States ,many car dealers have their own customer club ( such as the Venus club ) .As long as the customers to join the club ,he not only when you buy a new (secondary) car ,car repair ,car rental and other aspects of concessions, more important is a club for customers ,customers and retailers to provide long-term contact conditions .
Membership benefits not only lies in the stability of existing customers ,enhance customer loyalty, but also can develop their potential customers .Into the second half of the year ,car market continues murky ,new models launched frequently, depreciate sound continuously ,car city structural adjustment ,product homogenization trend is increasingly clear ,car sales success depends on multiple factors, not just to have a good product it was all down .
In this context ,car city gold gradually quit ,in preparation for the further development of car city also has entered a period of adjustment ,for them, the establishment of talent reserve ,to build their own sales and service network ,establish is distinguished from manufacturers promotional mode ,improve the rapid response ability to create information system ,enhance customer loyalty has become necessary .