“necessary explanation:
at the beginning of the epidemic on the automobile market has had a huge impact on the middle and lower reaches every aspect of the car are subject to certain spread from car enterprises, to the dealer and then to consumers, their production rhythm during the epidemic, sales strategy, the car was produced psychological changes during the epidemic which initiatives they each have it? after the outbreak, how the automobile market trend then? this little wisdom on around a series of topics to carry out “the impact of the epidemic on the automobile market,” the series of special reports
Note: this topic will fluctuate by the epidemic car prices, car prices the fight against SARS action, terminal market survey, dealer service research, consumer person car voices, the impact of new energy epidemic, the epidemic automobile market anticipation and other sections were carried out. today, we have a summary of the major car firms of various initiatives taken in response to the outbreak.
during the Spring Festival
, I never thought I would become masks this year’s “New year”, and this “stocking up” quite scarce, I visited a number of pharmacies, are out of stock situation occurs, open the online shopping platform App, masks price Also turned a lot of times, a time mask has become a scarce resource.
The good news is, Guangzhou Automobile Group through consolidation and mobilization of resources , made of 30 to 50 to produce a mask device; SGMW announced rebuilt 14 production lines, for the production of masks, where 4 is the N95 mask production line 10 is generally a medical mask production line
currently,. we can already see in the market, BYD, Changan, Wuling brand Wuling masks masks look under the slogan:. “What people need Wuling what it made” little wisdom that this slogan is quite down to earth, but also contrasting China. play and responsibility in the automotive industry.
BYD, Guangzhou auto and Wuling and other car firms producing masks the support of relevant policies, the national Development and Reform Commission three ministries issued a document to encourage enterprises to Take Measures to broaden the focus of medical protective materials production and supply. It is reported that SAIC-GM-Wuling masks project received strong support from Guangxi, Liuzhou, guests of the city government, so that it can quickly advance fundsActivities to support project approval, certification and other aspects of the work.
In addition, according to the information eye in the sky to check the display, business scope BYD Precision Manufacturing Co., Ltd. contains medical equipment, industrial protective equipment research and development, production and sales. This also proves that BYD has medical equipment, industrial protective equipment research and development, production and sales of power.
Production of automotive interior cotton insulation often used in high standards of polypropylene, and the production of this material is precisely mask the key raw materials. It is worth mentioning that car prices have a high dust-free workshop production standard, which is also conducive to the production of medical masks. It is understood that BYD factory responsible for producing masks itself has a medical device system certification of the plant. Think so, car prices made masks from raw materials to production as well as downstream packaging plant has a complete technology and basic conditions.
Ministry of Industry said: a mask production time of only 0.5 seconds, for a mature system suppliers, raw materials, high-standard production workshop and financial advantages of car prices, the difficulty of producing a mask is not large.
Now we need to travel with a mask, then the car in the air health need “CN95” level of protection. As a result, car prices began to “fight against SARS science and technology”, after the outbreak proposed the concept of “healthy car”.
February 12, Huacheng certification BARI launched the country’s first CN95 certification that cabin air filter filtration efficiency rating certification. Then Geely, red, Pentium, BYD car prices will be in line with its air filter models a selling point when the “CN95 level” as propaganda. Among them, Geely announced that R & D has spent 370 million yuan virus prevention features “full health car.
Not long ago, I learned and colleagues explore shops, Geely will prior to March 31 for the old owners a free upgrade “CN95 efficient composite air filter”, the new SUV models will be equipped with the ICON configuration; Haval H6, F7 and other models will be equipped with H-CLEAN purification system Weimaraner Motors chairman Shen Hui then. think: after the outbreak, the consumption of private carsThe effect usher or pulled, an air purification function models with a more favored by the users.
aspects of car companies, each have launched different “scientific and technological fight against SARS” program:
technical point of view See, vehicle-mounted air purifier is usually composed of high-voltage circuit negative ion generator, and fan, an air filter and other parts. And fan inside the machine so that the interior air is circulated, polluted air through the adsorption filter and the filter, and then through the outlet of the negative ion generator, the constant air ionization, a large amount of negative ions, is fed micro fan, so as to achieve clean, purify the purpose of the air.
car air filter is the core component of the purification system. Current common automobile air-conditioning filter can be divided into ordinary filter paper core, three kinds of activated carbon filter and HEPA filter, the first two can not reach the standard N95 masks filtering effect. HEPA filter into H10, H11, H12, H13, such as different material grades, each grade filtration efficiency and windage different, more H11 grade material, in order to achieve the standard N95 respirators filter effects.
CN95 air filter in terms of filtration efficiency is indeed higher, but not to be confused with the concept of N95 masks. Currently, almost all of cabin air filters are not up to standard virus isolation and Huacheng certification CN95 assess the way does not have the authority. Therefore, the future car prices could increase research and development in the car air quality, the concept of so-called “healthy car” now seems more like a marketing gimmick car enterprises.
Overall, the new crown epidemic will promote domestic development, “health car”. At present, China Environment Federation and the national indoor environment inside and Environmental Quality Supervision and Inspection Center is organizing the development of “car air hygiene” standard and the air inside the sterilization service standards. Appropriate standards will be a new era of development of the epidemic car after promoting environmental protection industry. In addition, I believe that taxi, car and car-sharing network about indoor air quality issues also need attention.
Most car companies have begun to return to work to resume production, but because the shadow of the epidemicSound, the actual flow is not much to shop. Many car companies began to change their thinking, have set his sights on the line, implementation of the “online selling cars,” the new model. “Cloud look at cars”, VR panoramic look at cars, online orders and make an appointment to test drive the action, a time to become hot up.
Although many car companies launched online car service, but the effect is not optimistic about the deal. For many consumers this way online car buying guide and also need to adapt; many car prices online car selection system should be improved in function and design.
In fact, live online selling cars is not new. The number of fans over three million deft anchor “Brother”, in May last year to create a one-off car dealers 288 records, almost equivalent to the total sales of a 4S shop a month. Last October, Ray teamed good news deft net red “hand-Geng” live 3.5 hours, Pampers Waugh won the 1623 car bookings, car dealers hit a live recording. Last November 1, host Li Xiang Yan Chuang live with the car KOL cooperation, the introduction of the purchase amount plus more than 200 vehicles of Great Wall Motor, the conversion rate far exceeding the traditional 4S shop. Last year, two-eleven, thousands of 4S shops and the influx of more than 2,000 shopping guide Taobao live.
car prices before the selection of well-known spokesmen often consider factors selected star. Today, when a live car dealers, Li Jiaqi, Silvia had such an electricity supplier with a cargo of people have been favorable. KOL manufacturers use their own vehicle for propaganda flow properties and selling promotions and other marketing.
During the epidemic, BMW car in Lynx live events totaled 27 games, while online breaking million. In addition, 4S store sales consultant incarnation anchor, executives and even some manufacturers to bring their own brand higher degree of concern, but also plunge into live events.
live online provide new car retail infinite imagination, so it can fog for the current automobile market it?
① association between car prices online marketing model to sell cars and car media streaming, and consumers are extremely scarce. Car prices before the outbreak have live dealers to promote initiatives for the live hostSales, however, needs a good anchor across the screen to car selling point clear, accurate, and unambiguous about them, and grasp the rhythm of selling cars always attract viewers. This sale is tantamount to “the spot”; currently, consumers purchase the following line experience-based, live sales mostly selling cars in order to complete the development of KPI car prices.
② influence on car prices online broadcast platform is not large, underexposed, and insufficient attention, drainage and conversion rate is not reached; the actual purchase process is cumbersome, even though consumers online at the order, the actual signing of purchase contracts, to mention cars and other aspects still need to be completed online. In addition, the purchase of a car, is involved in fees, service fees, on-line price is not transparent payments, so far only by online consumers are unable to complete the entire purchase process.
③ traditional model of car, the dealer obtained through multiple links pre-sale, sale and other profit, its channel is relatively simple; most of the current 4S shop has a regional protection policies. But when online live, weakened regional nature, there is a higher possibility of off-site orders, process actually buy a car would be more cumbersome and complex than traditional car mode.
In summary, the current model is still not mature live car dealers, car prices after the outbreak are online marketing may continue to exist, but the implementation process in the car fully integrated online and offline before, the live car dealers and consumers do not become the mainstream car way.
the prospect of selling cars live it? Personally live SAIC Motor, deputy general manager Yu Jingmin said this: For the next step in online selling cars, the future will be an important sales, sales of passenger cars SAIC must unswervingly move to online , the flow line to be recycled, specifically how to do, but also to further explore. General manager of BYD Auto Sales Co., Ltd. Zhao Changjiang is mentioned: live and online sales will be the new trend in the short term. Visible, although the effectiveness of the current poor selling cars online, but car prices should insist to do things.
Earlier, we mentioned by Silvia, Li Jiaqi (electricity supplier with a cargo of people), hand-Geng (deft Daren), Ray good news (star) in such diverse areas of people’s participation, automotive electronic business live conversion rate is considerable.
In addition, new forces repairer car dealers model has merit. Wei Xiaopeng car to car and launched live a different theme, and joined the broadcast platform deft, vibrato and other ground gas. Tesla car dealers are using the experience and network of direct sales stores two channels, consumers can be personalized on the car and pay the deposit through online, then Tesla will again be produced to order.
to Wei Xiaopeng, Weimaraner, thanks to the new forces to build cars such as Proton, have experience building of the center. Unlike traditional 4S shop only focus on selling cars Experience Center also covers the function to relax, to narrow the distance with consumers. They are not traditional car dealers rely on offline stores sales channels.
In addition, the repairer of the new model is also more innovative sales forces. For example: love Chi U5 also launched a “try before you buy” activities, you can experience the love Chi U5 form of lease, lease a maximum period of three months, regardless of whether the final purchase, and a half months rent is free; Rebels cars have blind purchase of 7 days no reason to return policy.
In our view, the end of the epidemic, selling cars online mode will be retained. Car prices or perhaps even set a fixed operating team, to specifically responsible for this part of the work.
February 16 issue of “Seeking Truth” magazine article mentioned summary: to actively stabilize the traditional big-ticket purchases such as cars, to encourage the purchase of auto car number plate area appropriate to increase the quota to drive motor vehicles and related products consumption. For 20 consecutive months of negative growth in China’s auto industry is concerned, this is tantamount to the epidemic worse. However, I believe that this year the auto industry will usher in a series of favorable policies.
February 20, the Ministry of Commerce said at a news conference, said: Ministry of Commerce in conjunction with relevant departments to study the introduction of further stabilize automobile consumption policy measures to mitigate the impact of the epidemic on automobile consumption. While encouraging the country vary according to the situation, according to local conditions to promote the introduction of new energy automobile consumption, increase the purchase of conventional cars car trade and other indicators and carry out initiatives to promote automobile consumption.
In mid-February, Foshan issued a series of incentives to stimulate car consumption; March 3, Guangzhou City, also issued a series of policies, including: Implementation of the new 100,000 small passenger car index the amount of work, for the purchase of new energy vehicles to give consumers per vehicle 10,000 yuan of subsidies for replacement of the “National six” new car consumers give 3000 yuan per subsidy measures;
March 4, in Hunan Province on epidemic prevention and control and co-ordination to promote economic and social development of the fifth news conference, said: automobile consumption upgrade will be carried out to promote action to encourage the country to purchase the first car car-free family home new energy vehicles support, new public car park to increase city efforts to encourage car companies and dealers to carry out “car to the countryside” promotion organization in the province.
From March 11 to June 30, consumers to buy vehicles manufactured car prices Guangzhou Automobile Mitsubishi, Guangzhou Automobile Fick, Changsha BYD, SAIC Volkswagen factory in Changsha, Hunan Province in cheetahs and other distributors, and Changsha settled on the card can be obtained nude car price 3 percent one-time subsidy, the maximum subsidy per vehicle does not exceed 3,000 yuan.
As can be seen by the chart, including the introduction of a number of car prices: reduction or even canceled sales assessment, interest-free discount, speed up cash rebates, subsidies for the front-line staff, subsidies given to dealer inventory, helping to extend the repayment period and other policies, I believe the future there will be more car prices one after another response.
Under the influence of the epidemic, Beijing Auto Show announced the extension, the Geneva Motor Show was canceled, many new car market rhythm is disrupted. Such as, tiggo 7 family, Jetta VS7, Beijing Hyundai Festa EV, Geely ICON and other models have not been formally listed on the scheduled date. These new cars are not the same for each extension on the market response, it is more mainstream online conference, Geely ICON, tiggo 7 family through a live online conference officially listed. As the Geneva Motor Show debut of the blockbuster failed to cancel the new car they were also chose to publish online, such as the new Audi A3, the new Mercedes-Benz E-class, and so on.
part of the new car is also canceled a press conference process, announced prices directly online. Among them, Jetta VS7 is listed in the scheduled launch date of early adopters listed on the model, the early adopters price to deliver the first batch of 2020 units to the current car owners, is officially listed postponed to March 20. Although car prices on the new car market plan for the epidemic have adopted some measures to deal withBut the introduction of new vehicles rhythm has been disrupted. Coupled with the impact on production capacity and by consumers to buy decline and other factors, many car prices new car or planning this year will be a substantial adjustment.
Under the epidemic, how to maintain customer relationships have become car prices have to think one of the key.
car prices in recent years have begun distribution of customer club, it is designed to provide interactive communication platform for owners and fans. Under the epidemic, the club also extends these customers more features, in addition to the line to achieve the above-mentioned look at cars, can also be online in applying for car finance loans. And for consumers who try to avoid the current situation to go out, a number of brands such as Changan, majestic, FAW – Volkswagen etc launch-site test drive service. As long as within a certain mileage range, 4S shop will send a test drive consumer commissioner appointment to send home or pick specific models for a test drive to store and explain and so on.
Compared to on-site test drive, pre-service and other online financial measures to adjust the auto industry sales service is also essential. For example, the vehicle parked for a long time during the epidemic could lead to power shortages and other problems, a number of car prices are the owners offer free 24-hour rescue service, Roewe brands will also provide on-site inspection, maintenance, repair and other services.
If the warranty period, the first period of insurance, maintenance and other packages expire during the epidemic, Geely, Great Wall, Wuling, Czech way, the red flag, southeast, Chi Chuan, Mercedes-Benz, BMW, Audi and so have introduced the corresponding the increase in the program. Some of them are brand for front-line medical workers fight against SARS in Hubei Complimentary several basic maintenance, which reflects the car prices are humane care.
policy guidance from local governments, reducing the burden on the dealer car prices, subsidies for consumer rebates and other initiatives to promote a new model of the new car market, adjusted after-sales service. Multi-car prices move in parallel, “the fight against SARS,” we have reason to believe that the epidemic for them, is a test! More of an opportunity!