Introduction to new energy vehicle marketing business

The development history of traditional car sales

The development history of the traditional automobile sales model

  Before learning new energy vehicle sales business, let's learn about the development process of traditional vehicle sales in China. The development of China's auto sales can be roughly divided into four stages:
  the first stage is the period of planned economy (1953-1979), and the basic feature of this period is the high degree of centralization of car time management. The state conducts a centralized and unified allocation of automobile resources.
  The second stage is the period of the dual-track system (1979-1985). The production and sales management rights of automobiles were transferred to an operating system combining guidance planning and market regulation, and the resource allocation implemented the model of "the state regulates the market and the market guides enterprises".
  The third stage is the market-oriented period (1985-1997), when enterprises gradually became market-oriented producers and operators, market demand was regional, and a buyer's market began to emerge. This stage is divided into two periods, the early stage is the automobile seller's market, and the later stage is the buyer's market, representing the terminal sales channel is the automobile trading market.
  The most essential feature of the above stages is no brand management, especially in the marketization period, there are many dealers, not independent institutions, unclear accounts, single function, chaotic market, wholesale wholesale, and a herd when the market is strong. , Competing for resources, when the market is weak, price competition.
  The fourth stage is the transition period to brand management (from 1997 to now). The Chinese car market has entered the initial stage of brand management, especially in 1999 when Shanghai GM Buick, Guangzhou Honda Accord, FAW-Volkswagen Audi and other brands established 4S stores. In terms of terminal sales channels, the Chinese car market has accelerated the pace of development of brand marketing.
  According to the development process of the above-mentioned automobile sales channels, we can divide the traditional domestic automobile sales channels into: automobile trading market, 4S stores and general stores.
  Automobile trading market: Also known as Auto City, it gathers numerous automobile dealers and automobile brands in the same venue, forming a centralized and diversified trading place. It has a variety of varieties, convenient car purchase, wide range of choices, convenient service, standardized management, and a new model of automobile marketing that integrates consultation, car selection, loan, insurance, licensing, and after-sales service. Typical representatives are: Beijing Asian Games Village Auto Trading Market .
  4S store: It is invested and constructed by dealers and built in accordance with the standards stipulated by automobile manufacturers. Most of the car sales stores are generally opened in areas where car sales are relatively concentrated.
 General store: In some counties, cities or regions with a relatively small market, it is not suitable to build 4S stores with high cost, so general stores emerge as the times require. Among the car dealers, there are those authorized by the manufacturer and those not authorized. Those authorized by the manufacturer are called franchised dealers, or first-level dealers. Only authorized dealers can become 4S stores. Unauthorized dealers are called secondary dealers, which is the main body of the general store. General stores are only responsible for selling cars, and do not provide spare parts, after-sales service and information feedback services. These functions are still provided by the 4S store of the corresponding brand. During the warranty period of the car bought in the general store, you can enjoy free warranty at the 4S store.

Transformation of traditional car sales model

  Now the 4S store model has become the mainstream model in China's automobile sales and service market, and it has also become the most powerful channel for manufacturers to monopolize the accessories market. However, with the continuous decline of bicycle sales profits, the continuous sinking of car sales channels to smaller cities, and the rapid development of the Internet, the car sales model is changing.
  At the same time, national policy reforms and innovations have begun. In August 2014, the "Announcement of the State Administration for Industry and Commerce on Suspension of the Record Work of General Automobile Distributors and Automobile Brand Authorized Distributors" was issued, and the business scope of the business license was registered as "XX brand automobile sales" Automobile general dealers and Automobile brand authorized dealers can apply to change their registration as "automobile sales", and no longer insist on only brand exclusive automobile sales. In January 2015, the Ministry of Commerce issued the "Administrative Measures for Automobile Sales (Draft for Comment)", which will be officially implemented within 2015. This policy proposes to encourage the development of shared and economical automobile sales and after-sales service networks, and accelerate the development of urban and rural areas An integrated sales and after-sales service network promotes the innovation of automobile circulation models, actively develops e-commerce, and vigorously strengthens the construction of new energy vehicle sales and after-sales service systems.

  Parallel import: refers to the mode of buying directly from overseas markets through professional channels and introducing them into the Chinese market for car sales, usually some luxury cars. Due to different import places, parallel imported cars can be divided into "American standard cars" and "Middle East version cars" "Cars" (standard cars refer to models designed and adjusted by foreign automakers for export to China according to China's road conditions, oil products, characters, driving habits, etc., and are generally sold through traditional 4S store channels). The advantages of the parallel import model include price advantages (10% to 20% lower than those of medium-sized cars), a wide variety of models, high efficiency in the car pick-up process, and rich model configurations.
  Car supermarket: also known as car store, is a car sales model that operates multiple car brands at the same time and provides rest and service for customers. The advantages of auto supermarkets are multiple brands operating on the same site, providing "one-stop" services (one-stop services such as loans, insurance, and photo processing), and low sales costs (through economies of scale, sales costs are reduced, thereby reducing car prices ), integrating car marketing and everyday life. An important feature that distinguishes an auto supermarket from the auto trading market is that there is only one dealer, that is, there is only one dealer in an auto supermarket.
  Automobile e-commerce: refers to automobile marketing activities through the Internet. Common automobile e-commerce models are mainly divided into three types: one is comprehensive traditional e-commerce platforms such as JD.com, Tmall, and Suning Online for automobile marketing. The second is the auto vertical media e-commerce represented by Yilu Youche, Autohome, Bitauto, etc., and the third is the self-operated e-commerce platform that various local auto brands in China are building or will build in the future (representing SAIC’s auto Xiangwang, Geely Auto’s Geely official mall, etc.). These three types of e-commerce have their own advantages and disadvantages: comprehensive traditional e-commerce platforms have large traffic, wide coverage, and strong operating capabilities. Accurately find potential users to buy a car. As for automotive vertical media e-commerce, although the accuracy of targeting users is high, the audience may not be willing to buy a car. For the self-built platforms of enterprises, such e-commerce platforms require large investment and small traffic, and require continuous capital investment every year. Therefore, for many car companies, they can only rely on third-party e-commerce platforms to conduct business.

Marketing model of new energy vehicles

  At present, with the strong support of national policies, new energy vehicles have become an important trend and direction of the future development of the automobile industry. A new force in car manufacturing. At the same time, traditional car manufacturers also regard new energy as an opportunity for innovation. The author is fortunate to be able to catch up with this wave and engage in the construction of the new energy vehicle marketing system.

Definition of new energy vehicles

  Before understanding the marketing model of new energy vehicles, let's first understand what is a new energy vehicle? New energy vehicles refer to vehicles that use clean energy (electric energy, methanol, hydrogen energy, etc.) as a power source, integrate advanced technologies in vehicle power control and drive, and form advanced technical principles, new technologies, and new structures.
  New energy vehicles include pure electric vehicles, extended-range electric vehicles, hybrid vehicles, fuel cell vehicles, hydrogen engine vehicles, and other new energy vehicles. The rapid development momentum in our country is pure electric vehicles.

marketing model

  The innovation of the marketing model of new energy vehicle enterprises will become a key factor for the development of new energy vehicles in China in the future. The problem of slow market promotion of new energy vehicles can be solved through the innovation of marketing model, as shown in the figure below.

  In the picture above, the "network marketing" and "brand direct sales" models mentioned are currently widely used in new car-making forces, including Tesla, Weilai, Xiaopeng, Weimar, etc. At the same time, this Several have their own characteristics.
  Tesla's marketing model adopts a multi-channel direct sales model. The sales function basically relies on online channels, and the only online channel is the official website. Offline is composed of sales stores (self-operated), delivery centers (self-operated) and after-sales stores (self-operated + cooperative authorization), in which the sales stores are responsible for brand display, user experience and follow-up of sales leads, and the delivery center is responsible for The first is the function of order completion and vehicle delivery, and the after-sales store is responsible for repairs, maintenance, spare parts and other functions.
  NIO's marketing model adopts a fully self-operated model. No matter online or offline, it is self-operated and self-built. The sales function basically relies on online channels, and offline is more about brand display and user experience functions. Online is composed of the official website and APP, and offline is composed of three types of stores: experience center, delivery center and after-sales center. The experience center is mainly responsible for user experience and communication functions (without sales attributes).
  Xiaopeng's marketing model adopts a multi-channel direct marketing model, with online and offline self-operated and three-party. Online is composed of multiple sales platforms such as the official website, APP, Tmall, and Autohome. Offline is composed of two types of stores, experience centers and service centers. The experience center is mainly responsible for sales consultation and product display, and the service center is mainly responsible for Delivery, repair, maintenance, spare parts and other functions. In terms of building offline stores, there are self-built and self-operated stores, as well as cooperative authorization.
  Weima's marketing model adopts franchise-based, supplemented by direct marketing. Online consists of official website and APP, while offline adopts franchise-based mode supplemented by direct sales. It consists of Weimar Experience Hall, Weimar Service Home, Weimar User Center and Weimar E Station. The Horse Experience Hall is mainly responsible for product display, the Weimar User Center is mainly responsible for all-round service functions such as test drive, delivery, maintenance, travel, and charging, and the Weimar Service Home is mainly responsible for after-sales services such as charging, maintenance, repair, and emergency rescue. For related service functions, Weimar E station mainly undertakes convenient service functions such as car washing, beauty treatment, and daily maintenance.

Full-link business activities of automobile marketing

  When we understand which business activities are involved in the entire automobile marketing link, we can analyze and understand the business activity scenarios from the perspective of the entire life cycle of automobile customers. According to the public analysis data, we can divide the whole link activities of automobile marketing into 9 nodes and 56 sales value activities, as shown in the following figure: