·Automobile brand sales management implementation method revision or retention authorization

Ten years after its promulgation, the controversial "Automobile Brand Sales Management Implementation Measures" (hereinafter referred to as "Measures") was revised soon, but the "China Business News" reporters learned that the revised "Measures" will be common with the current industry. It is speculated that they are far apart.
Recently, Wang Hongchang, secretary-general of the Automotive tangible market branch of the China Automobile Dealers Association, said in an interview: "The revised rules of the "Measures" have basically been confirmed, and will be publicized on the official website of the Ministry of Commerce in the near future. The biggest change after the revision is the name. There is no longer a word 'brand', but the core of the "Measures" - the authorization system will remain."
It is reported that the revision of this rule mainly focuses on restricting the power of automobile manufacturers and protecting the rights and interests of dealers. The new "Measures" will also prohibit the behavior of automobile manufacturers' forced pressure storage and model tying, and give dealers more right to speak. However, in the view of some industry insiders, the reservation of the authorization system means that the "Measures" have been revised only as "fine details", and the situation that the auto manufacturers have occupied a strong position in the past decade will not fundamentally change.
However, in today's increasingly fierce market competition, the contradiction between automakers and dealers is almost “white-hot”, and even from time to time, dealers “carrying groups” refuse to purchase goods. From this point of view, although the revision of the "Measures" is the general trend, it is also the result of years of car dealers' struggle, but the current level is far from enough to calm the "war" that has lasted for many years.
The authorization system has not changed since the State Administration for Industry and Commerce issued the "Announcement on Stopping the Recording of Automobile Distributors and Authorized Dealers of Automobile Brands" (hereinafter referred to as the "Announcement") in August this year, the news that the "Measures" will be revised Keep coming out. By September, the Ministry of Commerce organized relevant people to hold three symposiums and consulted on the revised rules, which further confirmed this statement. As a result, the "Measures" that have remained unchanged for ten years have finally become "loose". The dealers who have been looking forward to for many years have seen "Dawning": the brand authorization management system that hopes to lead to unequal status among manufacturers and dealers can end there. .
However, after many considerations, the Ministry of Commerce seems to have chosen a compromise method to revise the "Measures", that is, to "brand" to "authorize".
"The current news is that the revised "Measures" will be renamed "Automobile Sales Management Measures" and is expected to be publicized on the website of the Ministry of Commerce next month." Wang Hongchang said that the new "Measures" changed in the rules. More, but the authorization system will remain as a core clause. In this regard, the reporter asked other relevant parties for evidence. Since the revised version of the "Measures" was just around the corner, they did not give an absolutely positive answer, but they all implicitly indicated that the news was true and the authorization system remained unchanged.
In addition, in order to comply with the general trend of market-oriented reform and further strengthen the degree of marketization of the automobile industry, the new "Measures" will increase restrictions on automobile manufacturers, and in the circumstance of avoiding monopolistic behaviors, it will also ease the increasingly conflicts and contradictions among manufacturers.
It is reported that in the revised version of the "Measures", not only the authorization system is more clearly defined, but also the standards including the establishment of brand suppliers and the establishment of brand distributors are re-established to further regulate the market. In order to ensure the implementation of the "Announcement", the new "Measures" also stipulate that car manufacturers must not limit dealers to only sell a single brand. This means that dealers can operate multiple brands, but only if they meet the branding standards of the brand suppliers and are authorized by the manufacturer.
In addition, according to people close to the Ministry of Commerce, in order to improve the unequal status among automakers, the new "Measures" also added regulations on the behavior and responsibilities of auto manufacturers. In addition to the establishment of store standards, mandatory pressure warehouse and tying, and other overlord clauses will be abolished, the new "Measures" will also establish a dealer exit mechanism, stipulating that suppliers can not cancel the authorization of dealers for no reason, otherwise they will buy back dealers. Inventory and compensation for dealer related inputs.
Although the new "Measures" gave dealers more power and restricted the strong behavior of auto manufacturers, in the view of dealers who have been defending rights for many years, even if the restriction on the sale of a single brand is cancelled, under the authorization system Whether it is possible to achieve multi-brand operation still has to "see the face of car manufacturers." In other words, the authorization system for multi-brand management has not changed in one day, and the imbalanced position of the two sides is difficult to settle in a day, and the “war” will naturally not go out one day.
Manufacturers have been fighting for ten years. In fact, before the introduction of the "Measures", there was no obvious strength or weakness between automobile manufacturers and dealers. At that time, the Chinese auto market was in a state of chaos and disorder, and the “power” of the two camps also changed with the market conditions. After 2004, China's auto market gradually entered an explosive growth stage. In order to curb market chaos and promote the healthy development of the industry, the "Measures" came into being.
Since the "Measures" mainly manage the terminal market through automobile manufacturers, the automobile brand sales and service network planning including business forecasting, network layout plan, network construction progress and building stores, software and hardware, and after-sales service standards are all The car manufacturers are in control, and the situation has since been “one-sided”.
It is precisely because of this that the "Measures" from the beginning of the introduction has been strongly opposed by the dealers, after the formal implementation, has also been "upgraded" to request revision. In the past ten years, dealers have jointly "protected rights" several times, and the "Measures" have also reported the revised news several times, but they have all ended "nothing."
However, in the eyes of the industry, the repeated defeats of dealers have also forced policy reform to a certain extent. The release of the "Announcement" and the revision of the "Measures" are not unrelated. After the anti-monopoly of the automobile industry became the norm, the clues pointed to the "Measures", which accelerated the revision and improvement of the policy to conform to the general trend of market-oriented reform.
Of course, as a resource supplier and channel builder, automakers will not sit still in this battle.
Recently, there have been rumors that in the previous draft, the authorization system has been canceled, but it has been changed again due to fierce opposition from auto manufacturers, but this statement has not yet been confirmed.
Ten years later, along with the rapid development of the Chinese auto market, the competition among auto brands has become increasingly fierce, and under the various brands, the struggle between automakers and dealers is equally fierce. Judging from the situation this year, "infighting" is even better.
The pattern does not need to be reshaped. According to the data, in October this year, the auto dealer inventory warning index was as high as 55.0%, up 9.2 percentage points from September, above the warning line (50%) level. Dealers generally believe that this year's operating pressure is relatively large, and near the end of the year, in order to complete the sales target, auto manufacturers are also "routine" pressure warehouse, which can be described as worse.
Zhou Xiaobo, chairman of Beijing Baideli Group, pointed out in an interview that at present, more than 60% of domestic distributors are in a period of loss or break-even, the biggest problem is from inventory, and automobile manufacturers have sales and market share. The pursuit of rate is the main reason for the increase in inventory.
A dealer responsible person told reporters that the pressure warehouse is only one of the many strong performances of automobile manufacturers, and the reason why they are strong is largely derived from the "Measures." Although the revision of the "Measures" will limit these aspects, its core authorization system will remain, and the strong position of auto manufacturers will not be shaken.
Nevertheless, in the opinion of analysts, whether to retain the authorization system is also a dilemma for the regulatory authorities. If the authorization is cancelled, it means that the dealer will gain great freedom and the degree of marketization will be strengthened. At the same time, however, due to the lack of automakers’ regulation of the terminal market, the chaos reappeared ten years ago is almost It is inevitable. This is the root cause of the "Measures" that cannot be overthrown in the short term. From another perspective, it is difficult to maintain a relationship between the automakers and dealers by maintaining the authorization system. The "war" between the two sides will continue. In the current situation, dealers are already overwhelmed, and the current industry pattern is also facing the danger of “crashing” and there is no need to reshape it.
This means that this revised "Measure" is likely to serve only as a "expedient measure." Shen Jinjun, president of the China Automobile Dealers Association, said: "Distributors are now facing a crisis of survival. Automakers are expecting too high market expectations, excessive production capacity, resulting in high inventory inventory, price wars, dealer sales and profitability These problems have constrained the sustainable development of China's auto market. At present, China's auto market has entered a transition period. How to establish a new type of vendor relationship during this period is a key issue that needs to be solved urgently."

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