The price of the car is often several thousand dollars or even tens of thousands of dollars. Why should the 4S shop sell at a loss? The new car will allow you to open for two years, and then make you buy a new car at the original price. What kind of money is earned by the 4S shop? In addition to buying a car gift, the test drive, the old customers have the opportunity to get a few thousand dollars worth of fashion gifts sent by the 4S shop, which is why? Listen to reporters carefully for you.
Why did people lose money to sell the car told reporters in the industry, in addition to manufacturers engage in activities to do outside the promotion, a 100,000 yuan family car, sold at normal prices, 4S shop gross profit of only 1,000 yuan. However, now go to the brand 4S shop to explore, in addition to several lines to increase the price of the "God car", the discount can be two or three thousand dollars a lot of family cars; some high-end cars, even a drop is three or four thousand yuan. "In fact, we are losing money selling cars." A 4S shop sales manager told reporters.
The first reason to lose money selling cars is the well-known impulse rebate. According to industry sources mentioned above, car rebates are very high, and they are based on sales volume: how much to complete the rebate of tasks and how much to rebate more than 10% of the amount of tasks... The proportion of specific rebates varies with different brands, but at least there are also two Points of rebates.
The second is rush rankings. A Japanese car 4S shop manager told reporters: “The manufacturers have multiple assessments for us, and are still engaged in 4S shop rankings nationwide. If ranked in the top 20, the reward coefficient will reach 1.6; the top 50 is 1.5; the top 100 In the top 200, the rewards gradually declined until there were no rewards. In order to compete for rankings, they sometimes sell cars at a loss and profit from the rewards."
The third is the decor. The reporter once experienced a salesperson in a 4S store. This store had about 200,000 midsize cars, and the sales commission for selling a salesperson was only 60 to 100 yuan. Sales winners whose basic salary is not more than 2,000 yuan have monthly income of more than 10,000 yuan. The maximum bonus for a 20-car vehicle is only 2,000 yuan. Where does the other income come from? It is to sell the decorating commission to customers. The salesperson can get a large sum of money in the decor, not to mention the profits of the 4S shop.
Why do you let you open for two years? Last summer, Cadillac launched the “Leading VIP Program,†and consumers will buy Cadillac New Saiwei. When they replace the brand new car after two years expire, the original car will be priced at 20% off the dealership. Repurchase. One year later, Audi launched a similar promotion in Hangzhou.
Why car dealers are willing to let you open a new car for two years? "This is a brand-new marketing method. At that time, there was a sudden increase in the number of customers who called to understand." Zhang Jianye, general manager of Zhejiang Micadi, said that this method is still very attractive to consumers, but the value of luxury cars is A big challenge. Taking the car of more than 400,000 yuan as an example, the residual value of the used car market is about 260,000 yuan in two years, which means that if the manufacturer fulfills the "20% discount repurchase" commitment, it will bear 60,000 yuan or so. loss. Therefore, to do such a promotion must be a large company, a mature used car system, buy-back vehicles for leasing, and finally as a second-hand car for sale, it will not be a loss. It is understood that Shanghai has a very successful example. Shanghai Yongda Automobile, a major automobile dealer, used this solution to sell more than 10 Cadillacs.
A professional manager who has operated BMW for many years believes that this novel promotion model has a certain effect on brand awareness. However, consumers want to open new cars for two years, there will be many additional conditions, such as buying a new car at the original price, two years of use within 70,000 kilometers, no major accidents during use.
Before the test drive to send gifts, 4S shop will also draw lottery to send color TV, mobile phone and other gifts, but generally for the order of customers. Recently, the reporter discovered that it is increasingly common for test drives to draw prizes worth several thousand yuan.
For example, GAC Toyota Motor Co., Ltd., from September 1 to October 31, will be able to get a free gift for anyone who comes to the store to test any models such as Camry, Highlander, Yaris, and Yizhi. Lucky draw iPhone5.
It is understood that Guangzhou Automobile Toyota early reserved a large number of iPhone5, to ensure that the iPhone5 into the Chinese market the first week, let customers receive this special gift.
FAW Toyota and Chengshixiali store staff told reporters that now call the test drive Crown, you can draw iPad2, and the winning face is quite large.
Dongfeng Nissan Yiwu Guangtong Store will send a 461-yuan synthetic oil voucher to the store for test drive, and can also win the two-way tour of Japan.
4S stores get the blood, mainly to attract more customers to the store. 4S shop staff said that although guests do not necessarily have to run for prizes, but there is a lottery session, customers fill out the 4S shop data survey form will obviously be more proactive, leaving more contact information is also more comprehensive, easy to sell consultants based The customer's needs are followed up in a targeted manner to increase the sales success rate after the test drive is over.
During the interview, the reporter learned that some of the 4S shop's sweepstakes and gift-giving activities have also extended to the retention of customers - the cars have already been bought, and what are they sending them for? It turned out that in order to have a good relationship with these retention customers, they would try to get them to their own store for maintenance. With the increasingly fierce competition in automobile sales, maintenance services are also one of the major profit sources for 4S stores.
If you still only send out maintenance, insurance, and cards, then you really have to say: You are out!
Send a realistic version of "Happy Farm"
The Hangzhou Baorong BMW 4S shop rented a farm in the west of Hangzhou to let its owner become a small “landlord†and played a realistic version of “Happy Farmâ€.
In the store selling famous products in August, Zhejiang Mikadi united with famous brands such as Gucci, Prada, Armani, D&G, Burberry and Zegna to launch a fashion and fashion fair, selling a bunch of famous products and selling multiple SRXs on site. Customer traffic increased by 40% year-on-year, making up for the shortcomings of out-of-market summer outreach.
Buying a car and buying a car is like buying a drink. Buying a car can send one? A dealer in Chongqing took the lead to hit a banner and buy a Rong Yu can send a new Chevrolet style or Sail. Since then, Beijing Rong Yu dealers have made greater efforts to send more than 100,000 yuan in the sedan Excelle.
After sending a map to lead a new road “Front Ring†in Foshan, a 4S shop in Foshan immediately printed tens of thousands of “one ring†maps for customers to let everyone know about the new entrances and exits. Not taking the wrong road, drivers naturally remembered the 4S shop.
Buying a car license plate "Car lorry shake number, buy a car to send a license", to play this amazing advertising 4S shop is in Beijing this year, the license plate is the need for a shake! Although the reporter found that the 4S shop presented a Hebei Yanjiao license plate, it is said that through this promotion, the sales of this 4S shop have tripled.
Why did people lose money to sell the car told reporters in the industry, in addition to manufacturers engage in activities to do outside the promotion, a 100,000 yuan family car, sold at normal prices, 4S shop gross profit of only 1,000 yuan. However, now go to the brand 4S shop to explore, in addition to several lines to increase the price of the "God car", the discount can be two or three thousand dollars a lot of family cars; some high-end cars, even a drop is three or four thousand yuan. "In fact, we are losing money selling cars." A 4S shop sales manager told reporters.
The first reason to lose money selling cars is the well-known impulse rebate. According to industry sources mentioned above, car rebates are very high, and they are based on sales volume: how much to complete the rebate of tasks and how much to rebate more than 10% of the amount of tasks... The proportion of specific rebates varies with different brands, but at least there are also two Points of rebates.
The second is rush rankings. A Japanese car 4S shop manager told reporters: “The manufacturers have multiple assessments for us, and are still engaged in 4S shop rankings nationwide. If ranked in the top 20, the reward coefficient will reach 1.6; the top 50 is 1.5; the top 100 In the top 200, the rewards gradually declined until there were no rewards. In order to compete for rankings, they sometimes sell cars at a loss and profit from the rewards."
The third is the decor. The reporter once experienced a salesperson in a 4S store. This store had about 200,000 midsize cars, and the sales commission for selling a salesperson was only 60 to 100 yuan. Sales winners whose basic salary is not more than 2,000 yuan have monthly income of more than 10,000 yuan. The maximum bonus for a 20-car vehicle is only 2,000 yuan. Where does the other income come from? It is to sell the decorating commission to customers. The salesperson can get a large sum of money in the decor, not to mention the profits of the 4S shop.
Why do you let you open for two years? Last summer, Cadillac launched the “Leading VIP Program,†and consumers will buy Cadillac New Saiwei. When they replace the brand new car after two years expire, the original car will be priced at 20% off the dealership. Repurchase. One year later, Audi launched a similar promotion in Hangzhou.
Why car dealers are willing to let you open a new car for two years? "This is a brand-new marketing method. At that time, there was a sudden increase in the number of customers who called to understand." Zhang Jianye, general manager of Zhejiang Micadi, said that this method is still very attractive to consumers, but the value of luxury cars is A big challenge. Taking the car of more than 400,000 yuan as an example, the residual value of the used car market is about 260,000 yuan in two years, which means that if the manufacturer fulfills the "20% discount repurchase" commitment, it will bear 60,000 yuan or so. loss. Therefore, to do such a promotion must be a large company, a mature used car system, buy-back vehicles for leasing, and finally as a second-hand car for sale, it will not be a loss. It is understood that Shanghai has a very successful example. Shanghai Yongda Automobile, a major automobile dealer, used this solution to sell more than 10 Cadillacs.
A professional manager who has operated BMW for many years believes that this novel promotion model has a certain effect on brand awareness. However, consumers want to open new cars for two years, there will be many additional conditions, such as buying a new car at the original price, two years of use within 70,000 kilometers, no major accidents during use.
Before the test drive to send gifts, 4S shop will also draw lottery to send color TV, mobile phone and other gifts, but generally for the order of customers. Recently, the reporter discovered that it is increasingly common for test drives to draw prizes worth several thousand yuan.
For example, GAC Toyota Motor Co., Ltd., from September 1 to October 31, will be able to get a free gift for anyone who comes to the store to test any models such as Camry, Highlander, Yaris, and Yizhi. Lucky draw iPhone5.
It is understood that Guangzhou Automobile Toyota early reserved a large number of iPhone5, to ensure that the iPhone5 into the Chinese market the first week, let customers receive this special gift.
FAW Toyota and Chengshixiali store staff told reporters that now call the test drive Crown, you can draw iPad2, and the winning face is quite large.
Dongfeng Nissan Yiwu Guangtong Store will send a 461-yuan synthetic oil voucher to the store for test drive, and can also win the two-way tour of Japan.
4S stores get the blood, mainly to attract more customers to the store. 4S shop staff said that although guests do not necessarily have to run for prizes, but there is a lottery session, customers fill out the 4S shop data survey form will obviously be more proactive, leaving more contact information is also more comprehensive, easy to sell consultants based The customer's needs are followed up in a targeted manner to increase the sales success rate after the test drive is over.
During the interview, the reporter learned that some of the 4S shop's sweepstakes and gift-giving activities have also extended to the retention of customers - the cars have already been bought, and what are they sending them for? It turned out that in order to have a good relationship with these retention customers, they would try to get them to their own store for maintenance. With the increasingly fierce competition in automobile sales, maintenance services are also one of the major profit sources for 4S stores.
If you still only send out maintenance, insurance, and cards, then you really have to say: You are out!
Send a realistic version of "Happy Farm"
The Hangzhou Baorong BMW 4S shop rented a farm in the west of Hangzhou to let its owner become a small “landlord†and played a realistic version of “Happy Farmâ€.
In the store selling famous products in August, Zhejiang Mikadi united with famous brands such as Gucci, Prada, Armani, D&G, Burberry and Zegna to launch a fashion and fashion fair, selling a bunch of famous products and selling multiple SRXs on site. Customer traffic increased by 40% year-on-year, making up for the shortcomings of out-of-market summer outreach.
Buying a car and buying a car is like buying a drink. Buying a car can send one? A dealer in Chongqing took the lead to hit a banner and buy a Rong Yu can send a new Chevrolet style or Sail. Since then, Beijing Rong Yu dealers have made greater efforts to send more than 100,000 yuan in the sedan Excelle.
After sending a map to lead a new road “Front Ring†in Foshan, a 4S shop in Foshan immediately printed tens of thousands of “one ring†maps for customers to let everyone know about the new entrances and exits. Not taking the wrong road, drivers naturally remembered the 4S shop.
Buying a car license plate "Car lorry shake number, buy a car to send a license", to play this amazing advertising 4S shop is in Beijing this year, the license plate is the need for a shake! Although the reporter found that the 4S shop presented a Hebei Yanjiao license plate, it is said that through this promotion, the sales of this 4S shop have tripled.
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