Car dealers under actual epidemic situation: 30% of employees returning to work and returning passenger duty gradually pick up

Car dealers under actual epidemic situation: 30% of employees returning to work and returning passenger duty gradually pick up

The decline in sales is the most direct terminal retail performance in the current automotive market. In order to stabilize operations, more than 80% of stores have resumed work. On March 6, Beijing Youth Daily visited more than a dozen 4S stores, including Audi, Mercedes-Benz, Infiniti, Ford, Euler, Changan Automobile, BYD, GAC New Energy, Dongfeng Honda, Mazda, Xiaopeng Automobile, SAIC-GM-Wuling Many luxury, independent, joint ventures, and new car brands such as Skoda, and found that the overall daily disinfection of each 4S shop was 2-3 times, and disinfection supplies were placed in obvious places for employees and customers to use. The number of visitors to the 4S shop for disinfection is relatively small, only about 10%.

The resumption of the work of the staff in each 4S shop is similar. The recovery power of the staff is about 30%. Most of the employees implement a system of shifts and alternate work to maintain normal pre-sales reception and after-sales service. Some 4S shops provide on-site maintenance and on-site testing. Driving service. At the same time, in order to reduce the impact of the epidemic, each 4S store started a different degree of competition for new orders after the release of new energy vehicle indicators to revitalize the automobile consumer market as much as possible.

Active disinfection awareness needs to be strengthened

During the epidemic, if you want to enter the 4S shop to see the car, registration information and temperature measurement are essential. In the 4S stores visited by the Beijing Youth Daily for brands such as Euler, Audi, Mercedes-Benz, GAC New Energy, Dongfeng Honda, Mazda, Xiaopeng Automobile, etc., they may have staff or hand over to the door security uncle to take temperature tests and information. Register to ensure visitors are healthy.

Among them, the operation of Beijing Huayang Aotong Automobile Sales Co., Ltd. (Audi 4S shop) is impressive. Not only does it register information and measure body temperature, it also asks visitors if they have a cold and fever and have left Beijing within 14 days. To learn more about the health of your visitors. And Beijing Beiyuan Furui Infiniti 4S shop, Beijing Yaao Furui Automobile Sales Service Co., Ltd. (Ford 4S shop), without registration information or temperature measurement, can directly enter the shop to see the car.

After entering the store, the smell of disinfection water in the air is very different from the previous 4S store. Each 4S shop's exhibition halls and vehicles have disinfection records to check, and they are disinfected 2 or 3 times a day. The stores also have disinfection supplies, but there are not many stores that actively disinfect visitors.

It is worth mentioning that the disinfection and safety protection measures of BYD Beijing Huan Yao 4S shop are relatively comprehensive. Not only does the front door remind you to wear a mask when entering the store, but also a "personnel disinfection channel". If you want to enter the store to see the car, you must pass through this channel. Inside the channel, there are professional disinfection equipment and professional disinfectant (chlorine dioxide). The disinfection machine is located on the right side of the channel. After entering the passage, the smoke was dazzling and some could not see the road, but when wrapped in "smoke fog", I felt very safe, felt that my whole body was disinfected, and I was more at ease when entering the store.

"Disinfection guarantees safety. Rest assured that it is harmless to the human body and the disinfection effect is good. Otherwise there are so many people and people are not assured." BYD Beijing Huan Yao 4S shop sales smiled.

About 30% of sales resumed in 4S stores

Affected by the epidemic, pedestrians and shoppers on the road are no longer busy, but compared with February, Laiguangying Automobile Park has shown signs of recovery. The security guard on duty at the door told Beiqing Daily, There are obviously more people than before. There are already 4 pages of people registered today, close to 100 people. "

Guangzhou Automobile New Energy Automobile Co., Ltd., located in the park, was satisfied with the in-store sales on the day. He was pleased to tell the Beiqing Daily that “there are more customers entering the store to see new energy vehicles, and the intention to buy a car is still relatively large. Today, there are about 20 groups in one day. "Each group ranges from 2-4 people.

As passenger traffic increases, how to better serve customers becomes the key. The sales of GAC New Energy told Beiqing Daily that the store arranges three or four sales to work every day, which can basically do a good job of reception and service. However, he also revealed that because there are still sales that have just returned to Beijing, they need to be quarantined at home for 14 days and cannot go to work in the store, so "we do not adopt a shift system." Near the end of work, the sales came to the front desk, collating the intent orders that were harvested for the day with colleagues, and from their faces, they could clearly see the satisfaction and smile that had been harvested after busy.

Another 4S store in a nearby location has shown a different operating status. Beijing Dongrenqing opened the Beijing Laiguangying Comprehensive Service Center, which operates two models of the Mazda and Xiaopeng cars. The lights in the store are dim, and it seems that it has not opened for business from a distance. When I entered the store, I didn't see the sale, only two or three people were sitting in the after-sales office. After expressing the desire to see the car, the sales were called out by other staff. After some communication, Beiqing Daily found that the store implemented a "shift system". "We go to work with two or three people, of which more than a dozen people go to work throughout the company, and there are very few people who work and watch cars."

No matter how many people come to the store, it is undeniable that watching cars offline is for experience, and test driving is a very important part. Changan Beijing Qingchangfeng Laiguangying 4S Store and Beijing Laiguangying Zhonghai Tongchuang Automobile Sales Co., Ltd. (Oulla 4S Store) can normally view the car, feel the interior, enjoy the service, and can also test drive directly without reservation. , Offline experience as usual. Sales of Euler Beijing Laiguangying Zhonghai Tongchuang 4S Store said, "(Staff) go to work about 30%, normal business operations are no problem, you can directly test drive, test drive vehicles have been disinfected."

Changan Beijing Qingchangfeng Laiguangying 4S store sales said, "We have on-site test drive, pick-up and drop-off services, and on-board licenses can also be completed by sales driving." On-site sales are provided on-site services. During the Beiqing Daily visit, there was only one sales in the store, and the other sales went to a test drive. The reason for this is because the store receives about 10 groups of people a day, and there are only 2 on duty sales per day, rotating once every two or three days (sometimes there are replacements). This kind of passenger flow will be slightly busy if there is only one sales reception in the store.

In addition, BYD Beijing Huan Yao 4S shop can also test drive. "The test drive on the day depends on whether the test drive is in the shop. If you are there, you can test drive directly without reservation; if not, you need to change the day." And the shop provides a short distance. Home delivery service. In addition, the store's sales on the day were about 8 people, accounting for only 26% of the usual.

Unlike Changan, Euler, and BYD, which can be directly tested and reserved test drives for Mercedes-Benz and other stores, Audi Beijing Huayang Aotong 4S stores cannot test drive. Its sales told Beiqing Daily that "at present, no test drive is allowed during the entire epidemic period. It may be possible to test drive a little later, but it is currently not possible." At the same time, Audi Beijing Huayang Aotong 4S shop can only look at the appearance of the model, Listen to the sales explanation, you cannot open the door to experience the interior and experience the configuration. The explanation given by Miss Sales is, "They are all new cars. There is no way to disinfect the car, so you cannot experience and test drive it."

Afterwards, Beiqing Daily came to the SAIC-GM-Wuling directly-operated store and found that the door was locked. "The door has not been opened and closed." The uncle security on duty enthusiastically informed the visitors. SAIC-GM-Wuling announced on March 6 that its national terminal dealership store opening rate was 90%. The Skoda store next door has been open since early March and closes at 16:30 every day. The Beiqing Daily noticed that the on-the-job record posted at the door began on March 2. The staffing of the store was 61. The actual number of on-the-job employees ranged from 12 to 18. The return rate was less than 30%.

Take turns to work after sales to maintain normal maintenance

Since March, the rate of return to work in stores has gradually climbed, passenger traffic has gradually recovered, and after-sales have also recovered in an orderly manner. As of March 9, the survey results of the China Automobile Dealers Association showed that there were 8,233 4S stores in 125 auto dealer groups in Beijing, Shanghai, Tianjin, Chongqing, Hebei and other provinces, cities, and cities. 80.8%, passenger flow recovery rate 43.9%, sales efficiency 35.9%, after-sales efficiency 41.9%. Sales of BYD's Beijing Huanyao Automobile 4S store told Beiqing Daily that "normal maintenance and damage can be done, basically half of the workers have resumed work."

During the epidemic, there are fewer trips, and vehicles parked in place for a long time may have some adverse effects and hidden safety hazards. For example, if you do n’t drive for a long time, the tires will run out of air, and older cars are prone to aging lines or leaking oil. Therefore, normal maintenance is required by the user. In addition, with the gradual resumption of work in various industries, more and more "car owners" began to drive to and from work. As mileage increases, maintenance will also be put on the agenda.

In order to better help users, "We provide door-to-door delivery and repair maintenance services", Audi Beijing Huayang Aotong 4S shop sales said that this can effectively avoid the gathering of people and reduce the chance of spreading the epidemic. In addition, during the epidemic, the Audi 4S store also provided a series of services such as on-site repairs, maintenance appointments, and disinfection in the car.

In addition to providing on-site services, booking maintenance is a routine operation of most 4S stores. At present, Chang'an Beijing Qingchangfeng Laiguangying 4S shop can make normal reservation maintenance. Its sales told Beiqing Daily, "There are only a few maintenance appointments every day, usually sheet spraying. So two technicians are on duty every day, which can be easier and safer."

Similarly, Ford Beijing Yaao Furui 4S shop, BYD Beijing Huanyao Automobile 4S shop, and Mercedes-Benz Beijing Penglong Ruixing 4S shop can all perform normal maintenance and repair, and take turns to work after sales. Affected by the epidemic, "part of the maintenance and repair projects may need to wait for accessories." Dongfeng Honda Automobile Guangshun Jinlong special sales service shop, Guangzhou Automobile New Energy Automobile Co., Ltd. disclosed to Beiqing Daily.

Among them, the sales of Dongfeng Honda special stores said, "All maintenance items can be done except for large sheet metal spray painting; basic repairs are fine except changing large parts, such as the engine. No. "However, this situation is relatively rare, and through the deployment of resources, it can still meet the maintenance needs of the vehicle.

"Maintenance and repair cannot be performed in the store." Sales of Euler Beijing Laiguangying Zhonghai Tongchuang 4S store to Beiqing Daily. There was a reason for this. "The store is under renovation and it will take some time to come to the store for maintenance. If you want to maintain it, you need to go to the Euler Headquarters on Guangqu Road."

Introducing more concessions to start the new energy and new target grab battle

The China Automobile Dealers Association predicts that after the epidemic is stable, the demand for car purchases will quickly recover, and the overall recovery of the automobile market to normal levels may take about May. Prior to this, how to seek more customer attention and strive for more purchase intentions in the limited demand for car purchases is an important issue before all auto companies and dealers that have resumed work.

On February 26, Beijing issued 54,200 individual indicators for new energy passenger car indicators (hereinafter referred to as "new indicators"), and its holders have become the target of major car companies and dealers. As of that day, there are already car companies such as Xiaopeng Automobile, BEIJING brand, SAIC MG, etc., who have made articles on car bookings, and even introduced 10 times deposit discounts. Work hard to introduce the "one index multiple courtesy" privilege.

A few days ago, the Beijing Youth Daily survey found that for new index users, different brands offer different strengths. For example, holders of the new indicator can purchase a Mercedes-Benz EQC at Mercedes-Benz Beijing Penglong Rising 4S Store and enjoy a discount of 10,000 yuan, and enjoy a two-year interest rate of 0.99% and a down payment of 50%. Take the version that sells for 57.98 million yuan as an example, the interest for two years is less than 3,000 yuan, and the average monthly interest is 125 yuan. In addition, if you pay an intent deposit of 88 yuan at the scene, you can enjoy a discount of 3,000 yuan oil card, 5800 yuan boutique voucher, and two maintenance options.

The “Beijing Standard Special Edition” is the designated preferential model selected by Changan New Energy to grab new target users, which is also the standard version of Changan New Energy E-PRO. The discounted price of the car is 99,000 yuan, which is 10,000 yuan more on the basis of subsidies. Its sales revealed that the discount during the epidemic period and the discount for new indicators are limited to the E-PRO standard version, and the prices of other models are normal.

"On the basis of state subsidies, Euler R1 offers a further discount of 7,500 yuan, and the landing price is around 70,000 yuan." Euler Beijing Laiguang Yingzhonghai Tongchuang 4S shop said so. Among them, the discount for the new indicator is actually based on a discount of 6,000 yuan before the Spring Festival, and an additional 1,500 yuan. At the same time, the sales also told Beiqing Daily that in order to pay tribute to the retrogrades who are fighting on the front line of fighting the epidemic, "In March, soldiers, policemen and doctors who buy Euler R1 can also save 3,000 yuan more." They are hard and deserve more care.

In addition, Audi, BYD, and GAC New Energy did not introduce new preferential policies for new indicators, but instead attracted users by giving out insurance and organizing group purchases. Among them, the Audi Beijing Huayang Aotong 4S store, Audi Q2L e-tron comprehensive discount of more than 20,000, including 18,000 yuan tonic, the initial price of 200,000 yuan. At the same time, Audi promotes 100,000 yuan of insurance as soon as it enters the store, whether you buy it or not, you can enjoy it.

All new energy vehicles in BYD's Beijing Huan Yao 4S shop are currently not offered any discounts, all are bare cars and there are no gifts. However, in order to increase the order volume, the store held a group purchase fair on the weekend of March 7-8, offering a discount of 100 yuan to 1,000 yuan. GAC New Energy Automobile Co., Ltd. also does not have special preferential treatment. "You have a new indicator before you can qualify for a car. It does not mean that there are discounts for indicators. Fuel cars can also be sold on foreign brands. New energy vehicles cannot." Sales emphasized.

It is an important task for car dealers to seize the consumer demand released by the new energy vehicle index and the “compensating consumption” that may occur after the epidemic. With the resumption of work safety, stable operation, and the continuous promotion of promotional policies, 4S stores are full of confidence in the future automotive market, especially under the influence of the epidemic, "the consumer demand for private cars has increased significantly, and more and more people will buy cars." Audi Beijing Huayang Aotong 4S store said so.

By Wen Chong