In the past, the 4s stores of various automobile brands rushed to develop secondary dealers. The main purpose was to complete the sales tasks of the manufacturers and seize more market share. Many sales consultants who resigned from the 4s store, with their customer resources, finally became quite successful secondary dealers. It can be seen that the threshold of the secondary dealers is not high, does not require much capital, does not require much business premises, as long as the customer resources are in hand, from the 4s shop to get the car, generally can do a good job.
It can be said that the large number of secondary dealers in the past few years has followed the market reality that the automobile OEMs have increased production capacity and the brand dealers are highly competitive. Nowadays, the market is quietly changing. Some disadvantages of the secondary dealers are gradually becoming prominent. The reporter learned during the visit that many 4s stores are slowly canceling the secondary dealers.
The emergence of secondary dealers in a specific period of time is entirely the inevitable result of market development. First, the auto OEM hopes to directly control the market price of the model in order to obtain a better profit margin; and from the dealer's point of view, in order to complete the manufacturer The sales task, more flexible to adjust to market changes, also requires a market like this to sell vehicles. For consumers, a price that does not change is more difficult to recognize in the seller's market, and they prefer a market with relatively flexible prices.
There is no backlog of inventory, there are no complicated after-sales problems, and the secondary dealers operate extremely flexibly. In a specific development period, secondary dealers are called “moving bricks†by the industry. They set up a platform between dealers and consumers, spreading brand awareness and making consumers more convenient to purchase cars. Contributed a lot of power.
The drawbacks are gradually exposed. If the situation is to create a hero, the secondary dealers are definitely a hero of a certain period for each car brand. The price of the car from the 4s store is lower than the market, and the operation does not require much financial cost, so it is often at the price. There will be no small discounts on the side, which is where it is deeply concerned by consumers.
However, with the changes in market conditions, the drawbacks of secondary dealers are gradually exposed. Because it is not directly controlled by manufacturers, there is no systematic management. In the secondary market, it is inevitable that some unscrupulous vendors will seek to profit from bullying consumers. Moreover, some secondary dealers require consumers to choose "one-stop after-sales service", including services such as vehicle licensing and insurance, to earn the difference.
Nowadays, the entire car sales market has a limited purchase group. The 4s shop and the second-level dealers actually compete for the same batch of customers. The second-tier dealers can't sell the car and can not bring much increase to the brand. At the same time, the whole car sales have basically been Unprofitable, 4s shop gives profits to secondary dealers. The profit of selling cars has not only increased or even lost more, but also will lose a lot of added value derived from vehicle sales, such as licensing, insurance, and installation. Therefore, as far as the 4s shop is concerned, the current sales market, the cancellation of secondary dealers, the sales of vehicles and the reputation of the brand are all better choices.
4s shop or welcome back to the past few years, the most uncomfortable car 4s shop is the sales task of increasing manufacturers year by year, the competition of more and more 4s stores of single brands, and the competition between models and prices of competing products.
In 2016, the overall market is relatively better, the player's game has eased, and dealers will enjoy the rare "Winter Warm Sun", and everyone's days may be relatively better.
However, this situation is only relative, and each car brand is also bitter and uneven. In contrast, mid- to high-end brands benefit from model updates, consumption upgrades, etc., and the situation is better. There are also automobile brands with superior SUV products, which benefit from the rapid increase of suv market share, and their overall sales and competitiveness in the market are better.
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