The polarization of the Internet has clearly begun

After experiencing the downturn in the auto market in 2011, despite the large-scale reshuffle of dealers in the capital, the competition in the layout of the Beijing auto market has become increasingly fierce in the face of the ever-shrinking market and the polarization of the auto dealers' operating conditions. .

According to incomplete statistics, the number of 4S stores in Beijing is currently around 450, and the operating network has exceeded 600. “From the current point of view, due to the total impact of the shrinkage of the total resources of the New Deal, the survival status and the differences between the strong and weak brands are now emerging.” Yan Jinghui, deputy general manager of the Asian Games Village Automotive Trading Market, said in an interview with reporters recently that the strength is weak and cloth. Difficulties in the operation of intensive branded stores, weaker brands and weaker dealerships. With the reduction of incremental car resources and the continuous loss of existing customers, daily operations are increasingly difficult to sustain, and the trend of strong brand dealers beginning to expand and accelerating their reshuffles has become stronger. Increasingly obvious.

Yan Jinghui said that the dealers’ competition in terms of geographical position and number of channels will determine the future market share re-division of the Beijing area. In the context of the market growth rate returning to rationality, the channel layout of various brands of car companies in the capital is also gradually differentiated. After last year's adjustments, with the continuous launch of various new cars and the New Deal this year, a new round of struggles for survival is underway, and the integration of the Jingcheng automobile market channel network pattern has also started quietly.

The accelerating establishment of luxury brands last year was the most turbulent year in Beijing's auto market. The implementation of the Shake car purchase policy has greatly reduced the auto sales, and most brand operations have experienced substantial shocks. However, only the luxury car is thriving and has not been affected much. On the contrary, in 2012, facing the huge luxury car market in Beijing, all luxury car brands have accelerated the pace of network expansion.

"The number of dealers in Beijing after the baptism last year, the number of business outlets rose." According to Yan Jinghui, there are more than 20 dealers planning to build a new 4S store in the Beijing auto market this year, most of which are luxury brands.

In fact, starting last year, the channel competition for luxury brands in the capital has already begun. Only BMW has opened two 4S stores in Beijing within the first month of the end of the year. The other two German luxury brands, Audi and Mercedes, also opened new stores in Beijing last year. Audi added three or four 4S stores in Beijing last year, and this year will still maintain a faster speed of expansion. In the interview, the reporter learned that Audi's current number of 4S shops and city showrooms in the capital is 16; BMW's 4S shops and city showrooms in the capital are 13; Mercedes-Benz's 4S shops and city showrooms in the capital number are 19.

"From the current situation, the number and scale of luxury brands will increase this year, and brand services will become the target of competition for each shop." Su Hui, a senior expert in the automotive industry, told reporters that new brands of luxury brands will have their flagship stores. In the main, the competition of the Beijing luxury brand has become hot.

It is understood that taking the Audi brand as an example, following the opening of an Asian flagship store in Beijing last year, five new 4S flagship stores will be opened this year. By the end of 2012, Audi's 4S shop in Beijing will have soared from the current 16 to 21 stores.

Other luxury brands are equally crazy. It is understood that the BMW brand currently has 8 standard 4S stores in Beijing, as well as a number of city showrooms. According to sources, BMW plans to open four more 4S flagship stores and one MINI 4S shop in Beijing this year. Li Xingxing wants to build a 5S-scale dealership in Majuqiao, and continues to maintain its leading position in Mercedes-Benz sales.

Zhang Jianhua, general manager of Express Group, revealed that at present, the Express Group has applied for a number of Audi and BMW 4S stores, and it is expected to be completed in Beijing this year.

As a traditional luxury car brand, Jaguar Land Rover has seen a significant increase in sales last year. It is reported that the recently opened Jaguar Land Rover Golden Harbor Store is the largest Jaguar Land Rover 4S store in Asia. There are currently 4 Jaguar Land Rover 4S stores in Beijing, and two 4S stores are still under construction.

Japanese luxury brands are also not far behind, and it is reported that in the first half of 2012, the Infiniti Furui store in the Laiwu Ring, Laiguangying area will officially open before the Beijing auto show. According to reports, the store is based on Infiniti's new global standards and is the largest 4S store in Infiniti Asia. Lexus’ network and regional marketing also began to accelerate. This year, Lexus will add two 4S stores in Beijing.

“Despite the impact of the limited purchase policy, there is a huge amount of ownership and an ever-increasing amount of replacement as a guarantee. Coupled with the declining prices of luxury brand models, luxury cars are still busy building new stores in Beijing.” For the crazy building of luxury car brands, Yan Jinghui believes that, obviously, the good sales momentum and benefits of high-end brand cars have given investors in these 4S stores confidence.

However, Yan Jinghui said at the same time, “This is a double-edged sword. Too many 4S stores with the brand will have a negative impact on the sales and after-sales profits of single stores, but the perfection of the network layout will enable consumers to buy cars and repair cars. The convenience can be improved. While accelerating the establishment of shops, how to maintain a reasonable layout should be the first consideration of these luxury car companies."

The internal adjustment of the joint venture brand is mainly for the joint venture brand, because the market share is stable, the pace of expansion this year is not obvious. However, how to continue to tap potentials in the after-sales service and expand the business chain is almost a question for all joint-venture brand dealers.

It is understood that due to the decline in sales last year, joint venture brands have begun to slow down their plans to build stores. In addition to a few brands such as FAW-Volkswagen, Dongfeng Peugeot and Korean Department, there are still several new stores to build. Expansion plan.

Last year, FAW-Volkswagen cancelled its secondary sales network, but the number of 4S stores increased. A FAW-Volkswagen 4S shop official told reporters that the current market share of FAW-Volkswagen has risen to the top in Beijing, and the number of dealers in last year has reached 33. According to the plan, this year FAW-Volkswagen will have two or three 4S stores opened.

Shanghai Volkswagen cancelled the new store plan in Beijing this year. Due to the stable network, Shanghai Volkswagen has 26 4S stores in Beijing. Although there is a slight gap between FAW-Volkswagen and FAW-Volkswagen, the sales of various stores are very hot.

Unlike the German brand, Japanese brand expansion in Beijing is not obvious. Only GAC Toyota and Dongfeng Nissan added a 4S shop each year last year, raising the number of dealers to 12 and 22 respectively. For brands like GAC Honda and FAW Toyota, the number of dealers has not increased at present.

In addition, Dongfeng Peugeot and other brands do not have large-scale expansion plans. Although Dongfeng Peugeot will also have two new stores completed this year, it has already been planned and its purpose is to supplement the sales force in the weak areas.

Beijing Hyundai and Dongfeng Yueda Kia are similar in terms of the two Korean brands. Each year, there is a new 4S store plan. After the completion of the new store, the layout of the brand in Beijing Market will be more reasonable. Xu Chengsheng, general manager of Beijing Jinjiajing 4S Store, stated that currently, Dongfeng Yueda Kia sales in the southeastern area of ​​the capital are still very weak, and it is expected that there will be a new 4S store this year.

It is understood that the joint venture brand dealers have adopted a relatively stable business policy. When the market is not good, stable growth and protection of market share are the main tasks of each 4S shop. A Shanghai GM dealer told reporters that Shanghai GM currently has a total of 18 4S stores in Beijing. Manufacturers only allow dealers to set up their own secondary business outlets to protect the operating profit of distributors, but the number of 4S stores will not increase in the short term.

However, the slowdown in new stores has not eased the joint-venture brand distributors. On the contrary, in order to grab more customer resources, they are accelerating their service software upgrades. As many journalists from 4S stores saw, the customer lounge area was constantly refurbished and new content was added. In particular, Japanese brands, massage chairs, and audio and video rooms gradually became "standard." A manager of the Dongfeng Peugeot 4S shop even laughed at reporters. "Now everyone is fighting to build a shop into a casino."

It is reported that such facilities are equipped with their own ideas from the dealers, manufacturers do not have rigid requirements, but the costs are also borne by the dealer themselves. Although the required investment is not small, but in order to enhance customer satisfaction and attract existing customers, various dealers are still making every effort to improve their soft power.

Contrary to the slowdown in the construction of new stores, a survey conducted by the reporter found that almost all the 4S stores of the major joint ventures in Beijing this year have plans to transform the in-store service area and improve service levels.

The sharp contrast between self-owned brands accelerating their expansion in the suburbs and the luxury brand's popularity is that sales of self-owned brands in Beijing have shrunk dramatically since the introduction of the Yaohao policy. Market analysts have analyzed that under the background of a month-on-year decline in the rate of winning a lottery, the qualifications for buying cars are becoming more and more precious, making consumers more inclined to get in one step rather than buying a low-priced transitional car first.

Statistics show that the sales of self-owned brands in the Beijing region have declined significantly since the implementation of the purchase restriction policy, and the market share has dropped from 19.8% in 2010 to less than 10%. It is understood that most of the dealers who retired in Beijing last year were independent brands. However, the self-owned brand will not sit still and develop into the suburbs where consumption levels are relatively low, and it has become a way for various independent brand 4S stores to come up with one another.

After investigating the reporters, it was learned that under the fierce competition and cost of building stores in Beijing, this year, major brands have almost no plan to build new stores in Beijing, but they are developing in the suburbs, and they are expanding their secondary sales outlets.

A person in charge of a Brilliance Automotive 4S shop told the reporter that although the sales of various stores last year were not very good, with the listing of the H530 and the China V5, everyone had a great confidence in sales this year, and now they are accelerating the suburbs. Expansion of sales outlets. "In the past two months, many secondary car dealers in the suburbs and counties have come to us and asked us to talk about the agency." The official told reporters that selling models will help the development of outlets. This year they plan to move further. Extended outskirts.

The situation of Great Wall, BYD and other brand distributors is similar to that of Brilliance. They are based on various 4S stores and continue to increase the radiation to surrounding suburbs.

In addition, for Beijing City Market dealers, many independent brand car companies have also issued corresponding support policies to help them better adjust development. The relevant person in charge of the Great Wall Motor Co., Ltd. said in an interview with reporters that due to the special nature of the Beijing market, the company has issued corresponding support measures for Beijing dealers since last year, such as the appropriate relaxation of indicators such as purchase volume. BYD also said that it will give priority to dealerships for Beijing dealers. Taking the hot S6 as an example, the time taken by consumers in Beijing to set a car is much faster than that of foreign consumers.

“Beijing is a representative of first-tier cities and has an irreplaceable importance in the market position.” According to the relevant person in charge of Huatai Automobile, the Beijing market is still an image highland for many brands. It can be said that “Beijing itself is a brand”. This is very important for Huatai Automobile.

The responsible person's words represent the voice of the vast majority of independent brands. In other words, no matter what the strength or weakness, there will be no independent brand car companies willing to give up this piece of Beijing market, but try to adapt to changes in various ways to find the space for survival.