According to the report of the “Analysis of Acceptance of Complaints by the National Association for Consumers in 2017†published by the China Consumers Association recently, it is not surprising that the number of complaints for automobiles and parts has reached the summit again.
Among them, the number of information received and entered by the association was 20,474, an increase of 34.3% year-on-year.
According to the survey conducted by Sina Automobile, Qingbo Data, China Auto Recall Network, Car Quality Network, and Weibo users, depending on the nature of the problem, the frequently-disastered areas where after-sales service and quality are quite frequent are already problems. The price issue has become a consumer purchase. Another heart disease.
In fact, starting from July 1 last year, the "Automotive Sales Management Measures" issued by the Ministry of Commerce stipulates that sales for increase in prices and sales in bundles have been strictly prohibited; at the same time, in order to enrich consumer purchase options and cancel the single licensing model, Owners can purchase multiple brands and models at qualified dealers.
In theory, the "Measures" will eliminate the monopoly of the 4S store and, while achieving open sales online and offline, it will also effectively curb unreasonable transactions that will breed on price issues.
However, since the New Deal was implemented more than eight months ago, according to the actual situation, the ills of car sales seem to have not changed.
Increased sales of "Yi Rongshu"
For more consumers, the automobile 4S shop is still the main channel for car purchase. The direct experience of physical products and the relatively complete after-sales support will stabilize the performance flow of this traditional car purchase channel to some extent. As a result, the actual landing of car dealers on price issues will have a certain impact on the fair trade of most consumers.
According to the survey of several popular models, Sina Automotive found that in most automotive 4S stores, dealers no longer have an explicit price increase, but several variants of their speech skills.
For example, there are netizens reflecting that the purchase of a German luxury brand model requires the installation of nearly 10,000 yuan worth of gift packages, or it will take more than two months to mention the car, otherwise the specific delivery date cannot be determined.
Similarly, the price increase phenomenon also appeared on a Japanese brand SUV. The sales staff of the brand's 4S store stated that if it is necessary to raise the car within a short time, it will need to purchase an additional 15,000 to 20,000 yuan for decoration, and only the high-grade ones will not have low-grade models.
With regard to the provisions of the Measures for the “price increase†problem, the sales staff stated, “We have not increased the price here, but only need to install personalized configuration only, and all of them are voluntary by customers. This is not illegal.â€
In addition, in order to evade judicial responsibilities, there are many “routines†for 4S stores: “booking feeâ€, “service feeâ€, “lifting vehicle feeâ€, “optional equipment configuration†are indicated on the signed voluntary voluntary book, receipt and car purchase contract. Fees, etc.
In fact, the root cause of this phenomenon lies in the supply and demand of products. The original 4S shop is indeed because the product sales are too hot, resulting in short supply, which is the natural reaction of the market.
However, it is worth noting that this supply and demand relationship is slowly deteriorating. Some distributors who have tasted the sweetness, based on the psychology of “pursuit of not chasing down†by domestic consumers, are willing to increase their prices, and thus profit from such “hunger marketingâ€. This not only satisfies the profitability of the store, but also creates a hot sale. The illusion.
Channel rectification still has drawbacks
Obviously, the unreasonable behavior of distributors also has an impact on the brand's reputation and long-term profitability. As a result, some of the traditional vehicle manufacturers are trying to directly manage offline car purchases through the direct operating model.
Taking collarg as an example, it divides the sales channel into three parts: the traditional 4S shop based on service, the online picking store, and the direct channel lead space. When consumers buy a car, the prices of the three parties will be exactly the same.
In order to ensure equal selling price, Leadker spent a year and a half and spent a total of 200 million yuan to create a CEP system (Customer Convergence Platform) to achieve complete unification of distributors and manufacturers on orders and customer management systems. If the system is supervised smoothly, the offline orders will be fed back to the manufacturers through the online platform, which will also be an important attempt to make the car sales price transparent.
However, from the actual point of view, due to the efficiency of setting up an online shopping mall without physical stores, the 4S store is still the main channel for car sales.
Based on the fact that car companies cannot effectively supervise their partners, dealers have been slow to change their thinking, resulting in a number of fare increases in the market. After all, car dealers need to be responsible for the implementation of the dealership, and this mechanism will always have the possibility of deformation. At present, lead pickers have taken measures to stop dealers from being involved in dealerships in order to prevent duplication.
As a result, abandoning the offline franchise model and directly using Tesla, Weilai Automobile and other brands in the form of direct sales will undoubtedly have absolute control and control capabilities in the sales process, although in terms of cash flow, it may cause some pressure on the company. However, for consumers, this can eliminate issues such as “markups†from the root cause, or it will subvert the original sales model.
The brand co-operation still needs to be improved
Apart from attempting to restore fair trade, the "Measures" also stipulates that brand authorization is no longer mandatory, and both authorized and non-authorized modes are implemented. This allows consumers to comprehensively compare brands across a dealership or other trading site to select the best car.
As a result, two weeks after the introduction of the policy, the debut of the auto supermarket was an embarrassment.
However, after many visits, it was found that the actual situation of the auto supermarkets was not satisfactory: fewer sales brands and expensive financial solutions, and some models were unable to provide test drives, and consumers still had to go to the 4S shop to experience.
Correct the reason, or out of the supply. At present, most auto brands will formulate sales targets when selecting offline partners. The completion of this performance is not easy for a single-brand 4S store, not to mention the comprehensive distribution model of the auto supermarket?
As for the professionalism of the sales process, there is still a big gap between auto supermarkets and dealers. For example, when consumers purchase vehicles, they cannot obtain detailed product introductions in 4S stores. After all, many brands are exhibited at the same time, and it is difficult for salespersons to do business. To know the performance parameters of each model.
In addition, in the after-sales aspect, some brands still need the owner to return to each 4S shop to solve, can not really achieve one-stop service. It should be said that the New Deal launched by the country in the last two years has allowed maintenance information to be gradually liberalized, and a socialized aftermarket system will play a greater role in the future.
Thus, in the ideal sales logic, multi-brand management can indeed solve many problems for consumers. The logic of breaking the single-brand sales process and the professional difficulty of multi-brand integration management all require the attention and support of the operators and brands.
The implementation of the “Measures†indeed outlines an ideal trading picture for the automobile circulation. Based on the context of the top-level design, the fair and green consumption environment also requires efforts from car manufacturers, distributors and other parties. .
However, judging from the status quo, this journey still has a long way to go.
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