After the "black May" that had passed through the Chinese auto market arduously, some dealers had a huge psychological gap. Recently, the automobile industry has again built up a "price alliance." All indications indicate that a major reshuffle in the automotive marketing channel has arrived. Faced with shuffling, how do dealers survive the difficulties and continue to survive? The author believes that the problem faced by dealers is whether they can complete the auto market competition “healthilyâ€, but the current quality and physique of dealers are not “qualifiedâ€. Dealers have long been "cared for" by manufacturers and markets. For example, animals in zoos have been taken care of too much. When they face sudden and brutal competition in the natural environment, they are bound to feel helpless and do not know how to protect themselves and how to survive. The core problem of dealers is to strengthen their quality training, and thus make a masterpiece. Maintaining a certain amount of sales, having a certain market reputation, and maintaining a relatively large number of maintenance and maintenance are the criteria for dealers to “set their own lives†in the market. At present, dealers are engaged in market, sales and maintenance activities under the guidance of manufacturers. Manufacturers still occupy a dominant position in the relationship between the two. 1. Automobile manufacturers guide dealers to carry out marketing activities, sales activities, brand building, maintenance, customer service, market development and management. 2. The market is developed and managed by vendors. It can also be said that the dealer's market is "thinking" by the manufacturers. The auto manufacturers are planning, positioning, and implementing the market. It stands to reason that in the development of a market in a region, dealers should have the best understanding of the local market, consumers, policies, competition, and changes, and be able to provide their own opinions and suggestions on market development strategies in the region. However, why is the current distributor only in a subordinate position? To give a typical example: car manufacturers spend a lot of money every year to study the market, consumers and competition, and dealers are almost no initiative to study the market around them. In addition, the company has a large number of highly educated and highly qualified marketers, and dealers rarely establish marketing departments and recruit the above-mentioned talents. Then, how do you not develop a deep understanding of the market and how do you plan your own? Therefore, dealers can only obey the manufacturer's instructions. At present, most of the dealers are “sitting merchants†and have not played the “real†responsibilities of a distributor. For a car dealer, the real quality should be reflected in the four aspects of sales force, product power, market power and maintenance power. 1. Sales force: Selling skills that sales staff have. Through his own sales skills, he can be interested in a person who is not interested in the product, so that interested people are full of enthusiasm, from enthusiasm to immediate purchase. In simple terms, it is whether the salesperson has the ability to convince others to buy products. A good dealer should have a very good sales force (excellent sales manager and sales representative), reward system and management system. At present, dealers are extremely lacking in the above points, and most of them just wait for customers. 2. Product Force: The sales staff grasps the product, technology, and level, and understands the competitors and the market at the same time. In the past, the seller's market, sales representatives did not have real sales force; most sales staff will not drive, not to understand the product, "selling cars is not as good as the person who bought the car to understand the car." Most dealers do not have sales force and product power. Without sales force, it is impossible to have customers; without product power, there is no persuasive power for customers. Therefore, distributors should quickly increase sales force and product strength. 3. Market Power: Distributors should have a good understanding of the surrounding consumers and business circles, and be familiar with the local competition and the media. Most dealers’ understanding of consumer constitution, psychology, and attitude only stays at the level of experience. They rarely use systemic and scientific methods to conduct in-depth research; the understanding of the commercial circle also rests on regional division, and they cannot understand the business districts. The true meaning of user ownership reflected. Therefore, the author believes that the ability of dealers to open up markets and establish their own market reputation and reputation is questionable. At present, most dealers only do some simple publicity in the market, so it is difficult to help dealers establish their own market position, truly arouse the attention of users, and achieve trust and loyalty. 4. Serviceability: With the homogenization of sales force and the increase of retention, maintenance and service become more and more important. How to make the car customers return to the store regularly for repairs and maintenance is the basis for the future survival of dealers. In selling new cars, the percentage of consumers returning for maintenance will be an important assessment criterion for dealers. Through the research conducted by Xinhuaxin on the maintenance and repair of authorized repair stations 2-3 years after the warranty period for all levels of the Beijing sedan market, we found that the proportion of passenger cars under the compact type who replaced the authorized after-sales service stations after the warranty period is very high. This also shows that the independent aftermarket will be a powerful supplement for the maintenance and repair of low-end passenger cars. Therefore, dealers should have a full understanding of this and make more efforts in this area. Dealers should establish a truly effective care system for their customers. They are not currently in form, outdated and meaningless care, but should be more profound and new care, such as advance reminders and guidance during use. If dealers can grasp the above-mentioned four qualities in the future, namely, sales force, product power, market power and maintenance power, they will increase sales for dealers, increase market awareness, and attract customers and retain customers. The guarantee. Only in this way can distributors have real advantages in competition and lay the foundation for future development. Faced with "shuffle", it will be a "four forces" contest for dealers.
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