Depth exploration of how to store channel construction vehicle 4S – Car 4S, 4S Shop – Auto repair and maintenance industry
Statistics show that domestic car 4S shop operating conditions are generally: one third of the losses, barely one-third, one third of the profits. A 4S shop dealer said, "Beijing has become a number of car dealers hidden, even if no dealers out, sooner or later there will be a wave of failures, the firm and the market in 2009 under the direction of changes in distribution channels has begun" . How to channel into a car shop operator 4S imperative. 4S shop
If the initial model, capital and services (soft power) of the contest, then through the progressive development and improvement of services to the contest has been pushed to the fore. At this stage the focus is not only a consumer product performance and price, but also extends to after-sales service guarantee, has a perfect after-sales service, store layout and other reasonable comprehensive advantages of the 4S shop will stand out, not enough soft power of the 4S shops will be forced gradually eliminated the dilemma. Meanwhile, some new sales model will gradually into the people's perspective, the pattern of diversification is expected to break the single mode of 4S shop.
1, to avoid internal competition with the brand. According to the positive development of different parts, so that the specific forms of local conditions marketing network. At the same time, strictly control the network density, very good to stop a very intense internal competition. Improving customer service quality, 4S shops and offices to expand the network's distribution situation, to ensure market coverage and the ultimate interests of consumers.
2, e-commerce sales model. In accordance with the authority of the department for the sale of part of the overall statistics, complex marketing chain in the cost of sales of motor vehicles consume about 25% of the profits. E-commerce services provided by the modular network system to meet customer needs, reduce distribution costs, reduce transaction links, to facilitate the communication has incomparable superiority of traditional distribution channels. All sales of the Order Production of the product will achieve "zero inventory" sales results, while the sales chain, the cost savings can be allowed to obtain the most competitive prices of similar products, while saving the profits can be used to develop and continue to improve product quality, thereby enhancing the product's overall competitiveness.
3, to develop 23 market. Auto companies have to seize the 23 markets as a key marketing strategy. Currently, most car companies marketing channels on the 23 still at the initial stage of construction, to open up 23 auto market has become the highlight of car companies. To develop 23 market, but also the need for detailed study of these market analysis, targeted measures. Features from the consumer point of view, consumers in these areas and focus on practical and cost-effective vehicle reliability, do not ask for product details.
4, to strengthen management and project cooperation. Source of profits in the automobile market in the allocation of approximately 22% of the automotive retail, automotive interior and converted about 5%, auto finance, insurance, accounting for 8%, auto parts, repair and maintenance services to approximately 62%. Vehicle sales and insurance in the regular items, not very different at home and abroad, while in the car decoration and modification, auto parts and repair and maintenance services to a big gap between the two. 4S shop supplies operating in a breakthrough, high-margin, high value-added car audio and video products will be the focus, and truly dedicated automotive supplies car much to accomplish.
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