Dealer "promotional war" to stimulate the chaos of the auto market price The reporter's investigation found that starting from early November, some well-established car companies gradually began to compress their support for dealer promotions, making many popular models less expensive for a few thousand dollars. However, in the face of year-end impulses, dealers react differently. One side is to complete the task, or the task is completed well and still wants to take the excess prize; on the other is that the completion of the task has no hope of giving up the impulse, and the actual situation makes the dealers The performance at the end of the year varies.

Mr. Hu wanted to buy a joint venture brand mid-size car. After a period of comparative selection, he finally selected a Japanese model. But last week, when Mr. Hu decided to purchase in the auto market, he discovered a strange phenomenon. In the past, he had consulted several 4S stores that offered similar discount rates. He now has a spread of as much as several thousand yuan.

"Why are there so many differences between the various stores? Last month was almost the same. What would be a problem for the discounted 4S shop?” Mr. Hu thought he could not understand the reasons and hesitated.

In fact, the situation at the end of the year, which is similar to Mr. Hu, is very common in the auto market. Cui Dongshu, deputy secretary-general of the National Passenger Vehicles Association, believes that “the dealer’s sales are different, some to complete the task, some to pursue a higher rebate, and some to ensure the profit of the bicycle, which makes the same model in different 4S. The discount rate of the shop is a few thousand dollars."

Year-end impulse margin widening

"I fancy a Japanese mid-size car, a 4S shop offers a discount of 16,000 yuan, but another 4S shop offers a discount of 20,000 yuan, a difference of 4000 yuan, a big difference. However, the last The discounts for the two stores in the month are almost the same.” During the interview, Ms. Li, who had the same experience as Mr. Hu, told reporters that the price difference between the two 4S shops and the same car made her very confused, because she did not know the reason. So dare not rush to buy a car.

After the reporter learned from the interview, the 4S shop has basically completed the annual amount of the task assigned by the manufacturer, but because the overfulfilled task has 10% of the bonus money, the shop hopes to sprint in the last month. Strong promotions stimulate sales growth and strive for greater rebates. “Our calculations show that if we can sell 200 vehicles in December, we can achieve 110% of the task quota, and some more are expected to hit 120%.” The shop owner told reporters that if the completion of 120% of the task amount, manufacturers to give The rebate was large enough to offset the discount given in the shop, so the final decision was made.

The 4S shop reporter with a low sales force was informed that because the shop has only completed 60% of the annual tasks, even if it is hard to reach the standard in the last month, it simply gave up the sprint, so the car prices did not change much. All promotional programs are in accordance with the manufacturer's instructions, and there is no part of the store to make up.

Cui Dongshu told reporters that because of the different completion of sales tasks at the end of each dealership, the pursuit is not the same. “Some 4S stores have reached a certain number of sales, and they can get a higher rebate by moving up and down. These 4S stores will surely increase the discount rate to sell cars; some 4S stores are not very good sales, but they can also complete sales tasks. These 4S stores will consider the profits of bicycles more at the end of the year; If you don't become a task, you will simply give up your efforts and there will not be any increase in sales promotion programs."

During the interview, the reporter learned that the 4S shop brands with different discount rates for the same models of the same brand 4S stores mainly rely on brands such as German and Japanese vehicles, which have a tight supply and a good sales situation.

It is reported that due to the impact of the earthquake in Japan in March, the sales volume of many Japanese car companies had a linear downward trend. However, after the Japanese car manufacturers resumed production in June and July, these car companies increased the supply to distributors. In order to recover the losses, the manufacturers and distributors jointly increased the discount rate of each model, which also made the discount rate of Japanese models reach its maximum in July and August.

“After several months of hard work, Japanese car companies recovered a certain amount of sales. At one time, the discount rate of Japanese cars in the market was the largest.” A sales manager of a Japanese brand 4S shop told reporters that near the end of the year, the manufacturers’ annual sales plan The basics can be completed, so the subsidy for the dealers is recovered, and the difference in the sales of each shop is different. Therefore, the price difference of the same model is naturally a few thousand dollars.

German-made brands are similar to Japanese brands and sales are better. Although the German brand manufacturers are relatively strict in management and dealers are subject to relatively large restrictions, due to the relatively higher premiums of the German brands, they also stimulated some dealers to improve their self-fulfilment in December in violation of the manufacturer's policy, in the purchase of car packs, After sale, maintenance and other aspects increased the amount of gifts.

Manufacturer rebate prompts dealers to let profit

According to the reporter's understanding, according to the agreement signed with the manufacturer, after the dealer completes a certain number of sales tasks each year, the manufacturer will give the dealer a certain amount of rebate as a reward. Although each manufacturer's business policy is different, manufacturers will basically formulate different rebate policies based on how much sales the dealer has completed. That is to say, after the completion of the task, dealers selling cars to different proportions will get different grades. The rebirth point.

For example, if a car with a price of 100,000 yuan is sold, if the manufacturer has a 7-point rebate, it means that the dealer selling a car will receive a rebate of 7,000 yuan from the manufacturer. The key is to achieve "a certain amount". This “rebate” point size is directly proportional to the dealer’s sales volume, that is, the more dealers sell cars, the higher the year-end rebates will be. This makes every dealer at the end of the year formulate different sales policies according to the different circumstances of their own sales tasks.

In general, there are two major situations in which the dealers give larger profits. One is that there is a certain gap between the 4S stores and the sales tasks signed at the beginning of the year. The completion of the tasks will directly affect the sales rights of new products in the next year. The rebate at the end of the year will only be used as a killer for price cuts; the other is that dealers have already completed sales tasks for the whole year, but in order to get a higher rebate after the excess, the rate of discount will also be increased.

And those dealers who “have nothing to lose” will generally have no big moves at the end of the year. These dealers are also divided into two situations. One is that although they can complete the sales task, they are barely able to count. They are unable to compete for a higher rebate; the other is a far cry from the amount of the task, and there will not be too much for it. Great effect, so these dealers began to consider increasing the sales profit of bicycles at the end of the year and abandoning store promotions.

A sales manager of a FAW-Volkswagen 4S shop with a better sales situation told the reporter that at the end of each year, the shop will be rushed to the highest rebate level. “If you take a high rebate, you will have to enter more cars and more cars will only increase. Offer to sell." The manager told reporters that usually in the last month of the year, the shop will give a subsidy of several thousand yuan per car to drive sales.

However, some dealers reluctantly told reporters that they used low-cost promotions to rebate profits from their manufacturers to consumers in order to complete sales tasks. “Although manufacturers have found that dealers have penalties of varying degrees of discretionary price reductions, we can only do so in order to complete sales tasks.” The dealer said that in addition to only completing sales tasks to obtain factory rebates, they are also selling more cars. In order to win more favorable policies in the coming year.

There will be no large-scale price cuts before the end of the year

The chaotic vehicle price is a phenomenon brought by the dealers' impulses at the end of the year, and the discount rates of the same model in each store are different. However, market participants reminded consumers that this does not mean that the tide of price cuts is coming. On the contrary, Cui Dongshu made it clear that no major price cuts will occur before the end of this year.

"The price competition caused by the promotion must exist, many dealers will have some of their own promotions, but more random, there is no accurate start and end time, because most companies complete the task of the year is no problem, the large-scale price cuts will not appear before the end "Cui Dongshu said.

Su Hui, a senior expert in the automotive industry, agrees: “From October onwards, the prices of some hot-selling vehicles began to pick up. From the current situation, there will be no more favorable offers before the end of the auto market.” Su Hui believes that this year's auto market situation is not very good, so there will be more manufacturers choose to make a smooth transition in December.

According to the reporter's understanding, since the National Day, many brands of popular models have chosen to reduce promotional efforts, although the specific operation between different brands is very different, but the results are all the same, the original generous gift packages have quietly shrunk. "Actually, the preferential policies for buying cars at the end of the year will not change much. Some of the promotion policies that dealers use are nothing more than old methods based on 'sending'." In interviews, the person in charge of a number of 4S stores disclosed At present, the essence of dealer promotions is more comprehensive concessions such as sending services, and there are few cases of direct cash drop.

Cui Dongshu believes that the purchase of gift packages is a vehicle sales promotion trick, but for consumers it can indeed get a certain amount of benefits, depending on which concessions are promptly shot, do not have too much hesitation.

Experts' Voice: More Contrast Before Buying a Car

“Consumers who buy cars should be able to sell as quickly as possible. Although the discount rate will not increase any more, the December discount is still quite large compared to January.” Cui Dongshu suggested that “distributors are not willing to start the new year. Losing money, January is also the golden period for buying cars before the Spring Festival, and many consumers are eager to use the car. After the demand increases, the dealers will have difficulty selling.

In the interview, several experts shared the same opinion with Cui Dongshu. Yan Jinghui, deputy general manager of the Asian Games Village Automotive Trading Market, revealed that it is the peak period of dealer promotions. Although this wave of promotions will continue until the Spring Festival, if it meets a certain store Given the right price, consumers with a car purchase plan should be able to sell it as soon as possible, because this price reduction is not a large-scale, just a single shop behavior, so can not ensure how long it lasts.

In addition, the reporter learned that due to the implementation of the New Deal for the purchase of new cars in Beijing this year, many manufacturers have not made rigid sales targets for distributors in Beijing. Therefore, although the dealers are having a hard time, the number of shops that lose money and drink is not particularly high. Therefore, Su Hui also said that if you want to open a car before the Spring Festival, consumers should buy a car as soon as possible, once the dealer completes the task or give up impulse, the discount rate of the model will certainly shrink rapidly.

In the interview, most 4S store sales staff also stated that the store's sales promotion is based on the number of cars sold, which means that a promotion policy only lasts until the fixed-rate vehicle is sold out, there is no clear time limit, so consumers Do not hesitate to feel right, or miss this wave of promotion, at least until next March or April next year may be another concession.

"Contrast more when buying a car, find the most favorable store, but do not hesitate to sell." Yan Jinghui reminds consumers.

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