As new forces in car-making enter the mass production and delivery stage, new sales forces such as Weilai, Weimar Cloud, and others have launched a brand-new model. Brands and models sell new energy vehicles.

　　The number of dealers selling new energy vehicles in first-tier cities has increased, but the number of end users of new energy vehicles in these cities has not changed much due to indicators.

　　“For the first-time auto companies, auto sales cannot follow the original old methods. However, the 100% direct operation and the overweight assets will not allow the business to explode in the short term.” On May 16, director of Leaper Auto. Zhu Jiangming, the chief executive, said when accepting the 21st Century Business Herald reporter's video.

　　As new forces in car-making enter the mass production and delivery stage, new sales forces such as Weilai, Weimar Cloud, and others have launched a brand-new model. Brands and models sell new energy vehicles.

　　"New energy drive, intelligent network connection, autonomous driving, shared travel, and changes in the market and consumption habits are forcing the transformation and upgrading of the automobile circulation industry. The future automobile circulation formats or circulation methods will be diversified and focused." May On the 17th, Shen Jinjun, president of the China Automobile Dealers Association, said.

　　21st Century Report reporters many car dealers found that 4S stores selling new energy vehicles are currently economically difficult to dress, and they hold a conservative attitude towards new energy vehicle dealers.

　　Explore new retail models

　　According to data from the Passenger Federation, in 2017, a total of 560,000 new energy passenger vehicles were sold nationwide, including 450,000 pure electric passenger vehicles and 110,000 plug-in hybrid passenger vehicles.

　　However, with the exception of individual users in Beijing, Shanghai, Shenzhen, Tianjin, Hangzhou, and other cities, sales of new energy vehicles in other regions are dominated by unit users.

　　"In the short term, from the perspective of terminal retail insights, we can clearly judge the market goals of new energy vehicles. The main factor currently driving the new energy market is still policy, not consumer recognition of products." Jiangsu Yichang Group Automobile, 521 Liao Changan, general manager of the business department, said in an interview with a reporter from 21st Century Business Herald.

　　A number of auto dealers said that the current denial of new energy vehicle sales is mainly based on the following four points: one is that the price of new energy is higher than that of fuel vehicles of the same level; the second is that consumers may have doubts about new energy vehicles and the technology acceptance is low. ; The third is the improvement of the charging infrastructure, which cannot meet their own practical applications; the fourth is the rapid depreciation of pure electric second-hand vehicles and the high discounts.

　　"New energy vehicles cannot be sold in third- and fourth-tier cities at all. Under normal circumstances, sales will not recommend new energy car shops to consumers. Dealers may hope that a car will be sold in the next five and cannot be sold. We will sell it in the future. Several stores of new energy vehicles are no longer available.” An auto dealer in Inner Mongolia.

　　Therefore, the regions where dealers support new energy vehicles are concentrated in cities where early car sales are "urban purchase restrictions" with complete new energy vehicle supporting facilities, rather than in third- and fourth-tier cities or county-level cities.

　　This has led to a decrease in the number of dealers selling new energy vehicles in first-tier "restricted" cities, but the number of end users of new energy in these cities is restricted by indicators. Therefore, the competition of cars in these changing cities will have a dialogue with this. At the same time, develop new energy automobile retail business in the third and fourth tiers, with small market and high risk, automobile distribution. There is a certain range of vision, which does not include the promotion of new energy vehicles across the country.

　　However, some dealers believe that the future of new energy vehicles has a good market, the key is to carry out industrial transformation space. "New energy vehicle sales are only selling in this cluster, and the entire industry chain must be opened up." Wang Lei, senior vice president of Wanbang New Energy Investment Group, said on May 16.

　　In 2014, Jiangsu Wanbang Golden Star established Wanbang New Energy Investment Group to enter the new energy field. The new energy industry chain includes: Wanbangde, which is themed charging equipment research and manufacturing, and Star Charging, which is operated by themed charging facilities in cities. A group of 4S stores specializing in the sales of new energy brand cars.

　　"We, the sales method of new energy vehicles is very simple and traditional car sales. We opened a 4S store to sell a brand car and found that it couldn’t sell. So we started a few more brands, and sold traditional car sales everywhere. The service model is no longer in line with the user scenario of new energy vehicles." Wang Lei said.

　　He believes that how to sell new energy vehicles well in S4 stores is the core goal of exploring new retail models. To solve IMC’s 5.0 sales model, to create the latest real-life scenarios of new energy vehicle sales consultants, the first time customers have doubts about the core of new energy vehicles.

　　Experience mode "sing the leading role"

　　In exploring new energy vehicle sales and service models, there are new forces in vehicle manufacturing. The current delivery or planned delivery of new car-making forces almost no longer use the 4S circulation model on the Internet. They cut into the automobile field with their thinking, and a variety of brand-new automobile sales and circulation models have emerged.

　　The innovation of NIO's marketing method lies in the realization of direct sales through the Internet. The promotion of the official account and App offline experience will begin immediately before the volume car is delivered. In addition, due to the cancellation of sales capabilities, Weilai also broke the routine through the handover ceremony of the microcar. Customers can either deliver the vehicle at the Weilai Center or choose the delivery location by themselves.

　　NIO hopes to build a NIO Center to absorb and cultivate potential consumers, complete a better user experience, and form a "club". Therefore, unlike the location of traditional 4S stores, NIO's NIO centers in Beijing, Shanghai, and Guangzhou are all built in prosperous urban centers to quickly attract attention and increase brand awareness.

　　Another car maker, Weimar, which will deliver in annual output, adopts a direct sales model and uses the concept of smart pedestrians to cooperate with dealers. According to Lu Bin, vice president of Weimar Motors, Weimar will contract a smart partner in each city, and each partner has implemented many label layouts in transmission centers, charging networks, and service outlets.

　　Weimar calls its own sales model the "Innovative 4S" model. The first S is space, an urban experience center; the second S is a store, a large distribution center; the third S is a station, a small service station; the fourth S is a Spot, a small quick repair service.

　　In the near future, Yundu New Energy, New Energy will separate car sales and after-sales, and change 4S to "2S+2S" to reduce costs and increase. In March of this year, Yunxin Energy also launched three plans for three years. With the Yundu New Energy Three-Life Alliance Plan, sell π1, π3 through the sales channels designated by the official government. The benchmark price of the competition is the official guide price to fund the national entertainment and entertainment and the consumption after Yundu π. 50%.

　　Liu Xinwen, general manager of Yundu New Energy, said that on the one hand, the dynamic plan will promote product sales, and on the other hand, there are concerns about solving consumer new energy vehicle problems and insurance issues. Degree brings a lot of financial pressure. Active planning can bring sales to Yundu, which needs to be further verified.