Hypermarket-style 4S shop is difficult to trace the new rules for two months like a "blank check"

Since July 1st, the new "Automotive Sales Management Measures" (hereinafter referred to as "Measures") has been implemented for two months. Although the "Measures" mentioned in the "release of brand authorization, dealers can operate multiple automobile brands at the same time", had previously been considered as a dealer to loosen, but the reporter recently visited a number of 4S shop found that it seems that the policy implementation " Thunder and rain are small, and some regulations are called "blank checks."

On August 30, dealers in the Beijing area, who declined to be named, told reporters that if they choose to run two brands at the same time, the relationship with the existing brand manufacturers will be very embarrassing. At the same time, the huge investment in new maintenance equipment and sales personnel will not necessarily achieve the expected return.

The BMW brand dealers believe that luxury cars have always focused on brand image. Hypermarket sales will make customers feel unprofessional and lose their trust. He explained to reporters that mobile phone brands like Apple and Samsung tend to have their own separate stores.

For the changes after the implementation of the new "Measures", most dealers bluntly did not feel too much, "may be that many consumers are not aware of any new policy, and it may bring changes, we are also waiting to see. "A dealer told reporters.

Some consumers do not buy for so-called "car supermarkets." Mr. Liu from Shanghai told reporters that whether it is to buy a car or post-maintenance and maintenance, they still choose to go to the 4S shop and feel at ease. He believes that even if there is a new regulatory guarantee, he does not want to try the new model too early.

Shi Bote, a global partner and vice president of Greater China, believes that the implementation of the new "Measures" actually brings more possibilities for dealers and the entire automotive industry. In his view, the joint and integration between the weak brand dealers may become its new way out.

The new rules are called "bad checks"

According to the interpretation of the Ministry of Commerce, after the implementation of the new “Measures”, sales of automobiles will no longer have to be authorized by automobile brand dealers, and auto supermarkets, auto stores, and automotive e-commerce will become new sales forms.

However, some car dealers said in an interview with reporters that car supermarkets are not really new things. The concept of having authorized 4S stores operating multiple brands at the same time is a bit like a “bad check”. In her view, the implementation of the new "Measures" for the traditional dealers, more is to provide sales of new thinking and new ways, including the use of e-commerce platform, open up the channels of online and offline.

She stated that on the one hand, operating new brands requires the introduction of various testing and maintenance equipment, training of corresponding sales and service personnel, and a series of processes will inevitably bring about an increase in costs; on the other hand, if dealers want to run new brands, How to maintain relationships with existing brand manufacturers is also open to question.

Chen Yong, vice president of marketing and marketing of Dongfeng Renault Automobile Co., Ltd., said in an interview with the “Securities Daily” reporter that because the cost of investing in 4S stores is indeed high, Dongfeng Renault is now allowed to share For other brands of maintenance workshops, manufacturers will provide support costs based on the specific investment area.

Obviously, not every manufacturer is willing to use their own dealers to share the repair shop.

During Chengdu Auto Show, Chengdu local BMW dealer said in an interview with the “Securities Daily” reporter that at present, there are no 4S stores that operate multiple brands at the same time in Chengdu. Although there are so-called "comprehensive exhibition halls", they are all "secondary distributors" that have not been authorized by the brand. They are actually selling cars from 4S stores.

He believes that hypermarket-style sales will be very unprofessional, not sophisticated, especially luxury brands, with particular emphasis on their own brand image, will not allow the operation of two brands in a store. At the same time, he said that long-term management of a brand will form its own credibility, hastily changed to "mixed" will lose the trust of customers, so they will not consider.

Consumers spend money to buy peace of mind

Peng Bo said in an interview with the "Securities Daily" reporter that the implementation of the new "Measures" offers two possibilities for traditional dealers. On the one hand, the combination and integration of weak brands. In the fierce market competition, some relatively weak brand dealers may choose to operate two or more brands at the same time to ensure their own survival. They may also use the two to jointly combat competition pressure.

On the other hand, dealers can choose to separate sales and after sales. If you think you do not make money selling your car, you can only do after-sales service in the future. Or, combine a profitable brand with a profitable brand in one store to maximize profits.

As we all know, in the 4S shop to do maintenance and repair prices than in ordinary auto repair factory to be expensive, and the above BMW dealer told reporters that the reason is expensive, because 4S shop professional.

However, according to the new “Measures”, manufacturers are required to disclose vehicle maintenance information, which means that ordinary auto repair plants are on the same platform as 4S stores in information acquisition.

There are auto repair factory master told reporters that there have been channels to obtain brand maintenance information, including to 4S shop "dig people" and so on, but it will be more troublesome. The most important thing is that if the vehicle is repaired by ordinary consumers in an ordinary garage, once the problem arises, the manufacturers do not want to take responsibility for it again, which causes the owner to dare not violate this restriction.

On August 25, an executive from a joint-venture car company said in an interview with the “Securities Daily” reporter that at present, maintenance technology, prices, and accessories parameters are indeed required to be disclosed, but the maintenance plant or consumers are obtaining such information. Need to pay.

In this regard, the reporter called the Ministry of Transport, the staff said that the way to get paid information is allowed, after all, need to consider the auto company's own intellectual property rights, the information disclosure process charges also belong to international practice. However, if the car companies charge too high a fee to implement the monopoly in disguise, consumers can report it.

According to the above car executives, if the private auto repair factory purchased the maintenance-qualified technical information obtained through the formal channels and prices, the owners would have problems if they had problems when going to these auto repair factories to repair and maintain the vehicles. Be responsible for.

Although there are policies as guarantees, some consumers still do not trust. A car owner said in an interview with reporters that he would rather spend more money on 4S shop maintenance, feeling more secure and secure.