Recently, China National Heavy Duty Truck's first county-level city 4S shop Xingcheng Zhongxiang Automobile Sales Co., Ltd. opened in Huludao, Xingcheng, Liaoning. This is the heavy truck sales division of Shenyang, Shenyang Branch and Zhongxiang company have communicated, explored, selected and demonstrated several times, and finally invested RMB 3 million in the county-level city of Xingcheng to build the AAA grade 4S shop of China National Heavy Duty Truck.
It is reported that China Heavy Truck Sales Shenyang Branch had nearly 10 4S stores in Liaoning Province before, but most of them are located in prefecture-level cities. The construction of 4S stores in county-level cities is still blank. The purpose of building a 4S shop in a county-level city is to get closer to the market and provide users with better services.
Mostly based on regional division
At present, heavy truck sales are mostly based on regional division. Most of the regional marketing networks are concentrated in prefecture-level cities. This kind of marketing concept is based on foreign sales models, but now the subdivision of marketing regions has gradually penetrated into the county-level market. . The domestic heavy truck sales model is divided according to regions, with 4S dealers in prefecture-level cities. If the city is divided into districts according to county-level cities, the market is relatively easy to confuse.
Most of the heavy truck companies are mainly divided into regions, but the distribution of the regions is not the same. Some regional networks are relatively dense and some are relatively dispersed. The main body of the heavy truck's marketing network construction is mainly local logistics and transportation demand areas. For example, heavy truck manufacturers will set up 4S stores in areas where transporters are relatively concentrated.
In addition, there have been cross-regional sales earlier, and all companies are not allowed to cross-regional sales. However, this phenomenon exists objectively and is more prominent in some regions. The biggest impact of cross-regional sales on the heavy truck market is disrupting the price system. Cross-regional sales are goods of each other. When the purchase information is obtained, the small dealers get orders by lowering prices. The biggest impact is that the after-sales service is not standardized.
In recent years, there have been fewer string goods. Although there is an advantage in price, after-sales service is not guaranteed and users are not willing to purchase. Most of the phenomenon of string goods occurred in the county-level market. If the 4S shop is extended to the county-level market, it may be able to better suppress the phenomenon of string goods.
Marketing model is changing
In 2010, all heavy truck companies stated at the business annual meeting that they should sink their marketing network and indicate that the heavy truck marketing model is changing. Now the marketing mode of the heavy truck industry has changed. In the past, it mainly relied on dealers to understand market information, and manufacturers were not in control of the market dynamics of the terminal. At present, all heavy truck manufacturers have begun to sink their marketing networks, which can more directly control end users and understand the primary information of the terminal market.
In recent years, the production and sales of heavy trucks have become more and more prosperous, and sales networks and after-sales services are gradually facing bottlenecks. For example, some companies' sales networks do not extend to emerging markets, or heavy-duty users do not receive more effective and efficient after-sales services. If you continue the original sales and service model, there will be more blind spots. Now most companies sink marketing network, in fact, is dense network marketing network, intensive sales distribution.
From the general trend, all enterprises are large-scale regional distribution, and the distribution principles are mainly related to market share and sales volume. The original total amount was small and the distribution was scattered. Therefore, all major heavy truck companies were targeting key areas. Now that the production and sales volume of the entire industry has risen, in order to meet the demands of industry development, all heavy truck companies have started to meticulously sell their sales networks, expand their marketing channels, and tap potential markets.
The sinking of outlets requires multiple investigations
The sinking network has both advantages and disadvantages because the demand for heavy trucks in the county-level cities is not necessarily high, but the cost of the 4S stores is too high. If there is no way to gain support in this market, dealers do not have enough profits, it will be difficult to survive. The consumption level of the county-level market is not high. Considering from the perspective of manufacturers, to extend the sales network to the county-level cities, it is necessary to conduct adequate market research. Only the strong demand of the local market can extend 4S stores to the county-level cities.
To build a standard 4S shop, including sales, service personnel and storefront construction and other inputs. In general, 4S stores usually require a prototype vehicle inventory of no less than 10 vehicles, which is the most basic condition for dealers to conduct business. All in all, the annual cost of a 4S shop is about 3 million yuan. The profit of selling a truck is calculated according to the standard of 10,000 yuan, that is to say, a 4S shop will have to sell 200-300 vehicles less every year, otherwise it cannot maintain normal operation. If you want to make a profit, the county-level 4S shop needs to sell 400-500 heavy trucks each year.
The cost of building a 4S shop is very large. The 4S shop is the company's image shop. The personnel and vehicles that need to be deployed in a 4S shop need high investment, and they need to make a few million dollars less. At the same time, the annual operating costs of the 4S shop also require several million yuan. If the market demand at the county level is not high, it is unwise to invest so much manpower and material resources. The construction of 4S shops in county-level cities should be based on market demand. If companies only want to spread the sales network, it is not a good thing.
If each county-level market can sell 300-400 vehicles, it is believed that heavy truck companies will extend the sales network to county-level cities. Therefore, sufficient market research must be done to have a full grasp of the market. For example, the market logistics industry is developed, or there are many engineering construction projects and there are more user groups. As a result, extending to county-level cities not only increases sales, but also provides more direct services to end-users.
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