Recently, it was reported that Peugeot Avenue, the flagship experience store of the Peugeot brand on the Champs Elysées in Paris, France, has entered the front door of Beijing and will officially open in September this year. At Qianmen Street, the reporter also saw the Peugeot Avenue, which is adjacent to Quanjude and is under renovation.
There are also opening doors, as well as doors. In June, the news that the Maserati City Exhibition Hall on Beijing Financial Street was closed down again triggered the industry's discussion on the operation of the city showroom.
The automobile city exhibition hall is a setting different from the traditional 4S shop. It is generally located in a bustling area with convenient transportation. In addition to displaying models and collecting customers, some of the stores also have sales functions. In recent years, the city exhibition hall has experienced the development process exposed from the news of the flowering to the closure of the business. Is there still a need for the existence of the city exhibition hall? Or in what way should it survive?
The function display is more important than the sales show. The city exhibition hall often carries the taste of “high place is not coldâ€. The so-called “exhibition hall†is obviously based on displaying the brand image, so it is in the high-end hotel lobby, the bustling business district, and the inch of land. The business district is often the gathering place of the city exhibition hall. The Audi Center of Beijing Oriental Xintiandi and the Porsche Centre of Changan Club follow this principle. Luo Lei, deputy secretary-general of China Automobile Dealers Association, told reporters that in China, ultra-luxury brands and some newly-imported brands are often promoted in the mode of urban exhibition halls. Their main function is not sales, and their display functions are greater than sales functions.
At present, the city exhibition hall directly operated by the car company does not undertake the sales function, and the exhibition hall operated by the dealers also sells while displaying the brand image. For example, the Audi Center in the Xintiandi of the East is the digital city exhibition hall directly operated by Audi. The store does not directly sell the customers. In addition to displaying all the models, it can also display the virtual demonstration of individualization of models and colors through the LCD screen. Give the buyer an intuitive feeling. In the city exhibition halls of Bentley, Rolls-Royce and other brands, the staff needs to undertake the sales function, and the brand is also responsible for the sales of the vehicle. Unlike the 4S shop, there is no after-sales service such as maintenance.
Yan Jinghui, deputy general manager of Beijing Beichen Asian Games Village Auto Trading Market Center, said that from the point of view of sales, the city exhibition hall is to collect customers, and at the same time, it also accumulates stock customers for the specialty stores. From the perspective of brand building, the image needs to be popular. Wang's location, but the store rent is high and requires financial support.
In fact, the city exhibition halls with the function of collecting customers often have the taste of “the height is not coldâ€. There are not many people who look at the car, but they are different from the “inherent impressions of the imagination†of the general consumers. In Audi, Rolls-Royce In the exhibition halls of brands such as Sis, the staff showed very good professionalism and patience to the customer's questions.
Management also requires cost accounting. Most dealers have a single city showroom model, only selling, not after-sales.
In the event of the closure of the Maserati City Hall on the financial street that was raging last month, the overwhelming burden of high operating costs has become the reason given by various types of analysis. Of course, this reason has also been confirmed by the operators.
Yan Jinghui said that such city exhibition halls, as a business model under the 4S store, need to extend their reach to all corners of the city to accumulate customers for sales. With the expansion of the 4S store development, the original purpose of the city exhibition hall is to expand coverage and increase sales. “But if the income from the city exhibition hall is insufficient to support the expenses, or the increase in income is not much, it needs to be adjusted.†Yan Jinghui It is said that the focus of different brands is different. Unlike 4S stores, urban exhibition halls have no exit mechanism and can be contracted and expanded at any time. However, from the perspective of market economy, the issue of cost accounting can also be done. Of course, some companies also use the cost of urban exhibition halls as advertising expenses; from the perspective of brand promotion, the city exhibition hall is a "live advertisement", and the operation or not depends on how much advertising expenses can be supported.
The function is being weakened. Last summer, in Hangzhou after the limited edition, three luxury car city showrooms closed in three months. The dealer has calculated an account, said the area of ​​about 700 square meters, the annual rent is 3 million yuan, the water and electricity fee is 50,000 yuan per month, the staff is calculated at 100,000 yuan per person, only 4 staff members are arranged, the city exhibition hall The annual operating cost will reach 4 million yuan. And there is no profit at all in selling cars. A lot of cars are still selling at a loss, which is actually equal to 4 million yuan a year.
The closing of the city exhibition hall is not a special case of Hangzhou. Judging from the current situation, the business model of most dealers' urban exhibition halls is relatively simple, only sales, not after-sales. For 4S stores whose profits are basically dependent on after-sales, sales are not profitable or even sold at a loss, and they cannot be used to offset costs and make profits. In this case, if there is no additional support from the manufacturer, the dealer can not maintain this huge expenditure for a long time just to promote the brand image. In addition, as urban traffic becomes more and more convenient, a large number of 4S shops located in the suburbs can quickly gather a large number of customers. From this point of view, the role of the city exhibition hall is weakened a lot, and it may be correct to close the door and lose money. select.
Different from the city exhibition hall operated by the dealer group, it is much easier to have a city exhibition hall directly operated by the manufacturer. The rent, water and electricity, personnel wages and other expenses are borne by the manufacturer. There is no pressure to sell, and the brand image is simply displayed. At present, there is no survival pressure in this type of city exhibition hall.
Development Finding a position in a three-dimensional channel It can complement and complement each other with an after-sales base such as a 4S shop. The city exhibition hall, which has developed rapidly as a new thing, has become a must for car companies and dealers. Nowadays, urban exhibition halls with gradually weakened sales functions are also suffering from various criticisms. Luo Lei said that the elimination of the closure due to poor business conditions, there is also a situation because the "task" of the city exhibition hall has been completed, can be completely replaced by 4S shop.
However, it should be noted that while many city exhibition halls are closed, Peugeot Avenue is being revamped for the opening of the door in September. The BMW i8's first city showroom in China has been officially unveiled. The independent brand red flag is also on Jinbao Street. It has been rooted for two years. Between the time and the way, the city exhibition hall has not faded out of our lives, and still exists and develops as a business model. Luo Lei admits that the current sales model of automobiles is also diversified. The penetration of various marketing forms such as 4S stores, city exhibition halls and automobile stores will be the future trend of automobile marketing. In this sense, “any kind The form will not die if it works properly."
In fact, the city exhibition hall mainly plays the role of sales and display, and the 4S shop, as the base of the service of automobile after-sales maintenance, can echo and complement each other with the city exhibition hall to improve the overall operational efficiency. According to industry insiders, the auto sales channels are now very diverse, and the closing of the city showrooms or the opening of the doors depends on the business purpose and is closely related to the development of the entire auto industry.
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