New retail is very popular in the automobile circle recently. Because of the COVID-19 epidemic, people can't go out to look at cars.

So we saw: Euler Live signed the 1307 order in one day, Buick Angkewei ordered more than 600 live broadcasts in one weekend, and Tesla launched four kinds of "contactless delivery" to deal with the epidemic.

For a time, it seems that not doing "new retail" is like not wearing a mask during the epidemic. So, is the new retail a false proposition or just needed by the auto market? Che Jujun will talk to you today.

(The full text is nearly 7000 words, and I have the ability to finish reading the series. )

1. What is new retail?

First of all, new retail is not just online retail. It includes all car sales modes except the 4S store mode. Roughly classified as follows:

What's wrong with the traditional 4S store model?

At the end of last century, 4S stores such as Changan Suzuki and Guangqi Honda appeared. In 2005, the state promulgated the "Measures for the Administration of Automobile Brand Sales", which formally defined the four-in-one automobile retail model of brand authorization, one brand, one store.

This has played a normative and professional role in the blowout period of the automobile market. However, after the market entered the platform period, inventory backlog, losing money in selling cars and after-sales diversion became the norm. Both manufacturers and distributors feel the pressure.

As a result, on 20 17, the new "Measures for the Administration of Automobile Brand Sales" was issued. Breaking the monopoly mode of brand authorization, automobile sales no longer need brand authorization, and new sales forms such as automobile supermarkets, automobile specialty stores and automobile e-commerce will be encouraged. Having said that, everyone will understand that new retail actually had policy support three years ago and only recently began to enter people's field of vision.

Is the new retail useful?

"At first, we thought it was useless. At most, it is like a placebo. " A person who participated in the Buick live broadcast said to Che Jujun, "But I didn't expect to invite a star to make a live broadcast last weekend and order more than 600 cars. Amateur live broadcasts from Monday to Friday can have an average of 5 vehicles per day. "

So is Euler. March 22nd is the live group buying day, which attracted 654.38+0.65 million people to watch on one of the four live platforms, with more than 630,000 interactions and 654.38+0.307 live group buying orders.

Needless to say, Tesla is born to be the representative of the new retail class. It has always been online car selection, online decision-making, and non-contact delivery. In fact, it is least affected by the epidemic. In February, it delivered 2,365,438+04 vehicles in the China market, and took the first place in electric vehicle sales for the first time. It can be said that the new retail has made every dark cloud have a silver lining.

From 300,000 international brands to 70,000 independent brands, it seems that people, whether fuel vehicles or electric vehicles, have started the second pulse of new retail.

Is new retail the antidote to sales? Not exactly. It's just poison.

For example, from 2065438 to March 2008, Ford cooperated with Tmall to launch the "car vending machine" in Guangzhou. The whole large shelf can accommodate up to 42 cars for selection, and the whole process is unattended. Customers are like buying coke at a vending machine, but they change coins into online orders.

However, the sales of Changan Ford decreased by 54% in that year, and the sales in 20 19 decreased by 5 1%. For two years in a row, it seems that new retail can't be used as a quick-acting rescue pill.

Second, the 3.0 era of new retail?

Although the new retail is not everything, the old retail is really unsustainable. Traditional 4S-retail, spare parts, after-sales service and information feedback-are facing all-round challenges in the new era.

From the perspective of OEM, we can roughly divide the new retail into the following modes:

According to the market performance, there are five modes. From the mode of 1.5, there are some new retail flavors, such as online car booking, city exhibition hall, lifetime warranty and other policies, which have a great retail momentum of 1.0.

But the new retail of Lectra is still traditional retail in essence. For example, booking a car online is ultimately determined by offline sales. More commonly, shop assistants help customers place orders on the store's computer. This is actually just the paperless office of 4S, not the real online sales. As for the innovative ways of playing, such as not restricting buying insurance and not allowing discounts, they finally compromised under the pressure of survival.

The biggest contribution of retail 1.5 model is to open up the idea of urban exhibition halls, let cars enter people's shopping lists like ordinary goods, and greatly change the contact point of car purchase.

Tesla was subversive when it was born, because it vigorously promoted direct stores in the United States and did not hesitate to go to court to bypass the dealer group. In this way, all models can be matched in official website, paid online and even delivered directly to the door. So the most extreme example is that the owner can go to the physical store from beginning to end.

This retail 2.0 model fundamentally shakes the foundation of the existence of 4S stores and is the originator of new retail.

But it also has problems. For example, without the traditional 4S store as a buffer, Tesla's price will be a "hard landing" whenever it changes, which once formed the reputation of "buy early and enjoy early, buy late and get a discount". "Wait until the party finally wins" has also become the mantra of iron fans.

In addition, the sales link is opaque, the after-sales environment is general, and service disputes have become a problem in the 2.0 era.

Weilai copied Tesla's channel model and made innovations. Online car booking is not limited to official website, but transferred to an APP with excellent experience, which fits the habits of users in the new era and has become a benchmark in the industry for a time. The treatment of seven or eight fellow villagers of a car owner is unprecedented, and the customer experience is even a bit overqualified.

Offline services are also over-innovative: beautiful NIO? The cost of the house is high. The monthly rent of a single store in Taikooli, Shanghai is as high as 1.39 million, and the store in Chang 'an Street 1 in Beijing is even more unimaginable. But the effect is not bad. Even Shijiazhuang, an isolated provincial capital city, has a standard NIO? House, which can keep its monthly sales at more than 30 units, has formed a dislocation competition with Tesla.

It is only limited by the cost-whether it is the cost of the car itself or the operating cost, it will take time to verify whether this retail 2.5 model can be promoted as a representative of new retail.

As for the retail 3.0 model, it is more balanced and realistic, and it is theoretically suitable for new forces to try in the next few years. As for who is the representative, it will soon be clear.

Third, will new retailing become a trend?

This question has nothing to do with "Will electric cars become a trend?" . Aside from emotional factors, the answer is: yes.

At the time of writing, Tucki P7 rear-drive version has achieved NEDC endurance of 706km, and has been recognized by the Ministry of Industry and Information Technology. Even if we give a 20% discount, it can run more than 500 kilometers, just like most fuel vehicles.

BYD's "Blade Battery" was also released yesterday, and it is said that the cost will be reduced by 30%. Contemporary Ampere Technology Co., Ltd. announced that the energy density of mass-produced batteries will reach 250Wh/kg in 2025, and the samples of NCM8 1 1 batteries with energy density of 304Wh/kg have been produced. The Honeycomb Technology Center under the Great Wall also announced that it is developing quaternary material batteries with energy density as high as 300Wh/kg.

At one time, the actual battery life exceeded 10km, and the cost fell below 1000 yuan, which is about to be realized.

The definition of a car has also changed. It is no longer a means of transportation from place A to place B, and it is no longer a luxury item hanging in the window. As a large-scale manned wearable intelligent device, it has participated in almost every aspect of people's daily life.

Smart phones, smart cars and smart homes are the three indispensable life companions of people in recent days, which are used more frequently and more importantly than family members. Each such intelligent unit constitutes a smart city.

This is a trend of "the future has arrived" when 5G has arrived, 6G is imminent and low-altitude satellites are increasingly developed.

When everything tends to be intelligent, digital and networked, the probability of buying a car in a 4S store is similar to the probability of smashing walnuts with Nokia. (Emotionally, Che Jujun is resisting this trend. The greatest and most wonderful communication of human beings is physical contact, but we have to put aside our sensibility when analyzing the market. )

In other words, the development of cars can basically refer to the development of mobile phones.

This is the smartphone sales in China market in 20 18 years. If Huawei and glory are combined, Huawei ranks first as a manufacturer. A notable feature is that its online retail business accounts for a prominent proportion, of which online sales of glory sub-brands are as high as 44%, which is twice the market average.

Xiaomi's online sales accounted for 47%, which is probably one of the reasons why it can beat Apple at 20 19.

There is an interesting logic here: the main innovative function of smart phones is to transfer all consumer behaviors to the Internet. Then the purchase of the converter itself will of course be affected by this trend.

Counterpoint, a market research organization? According to the data of Research, the proportion of online sales in the overall smartphone market in China increased from 24% in the first quarter of 20 19 to about 27% in the third quarter.

Che Jujun predicts that due to the epidemic in early 2020, the proportion of online sales of smartphones will exceed 30% or even higher this year, setting a record–even if offline sales are added.

Cars, like mobile phones, are constantly evolving. With the online use habits of young people, they have gradually turned to online sales, and the COVID-19 epidemic has only accelerated this evolution.

Let's take a look at the consumer experience.

A salesperson of a Land Rover 4S store once told Che Jujun bluntly that any guest who enters the store and sweeps for three seconds with the corner of his eye will know what his income is and whether he will buy a car. This determines whether to increase the price by 654.38+million or 1.5 million ten years ago. Will it be reduced by 654.38+ million or 654.38+0.5 million after ten years?

The mood of the guests can be imagined. But you don't have to worry about buying a car online under the new retail.

You can wear big underpants and lie on the sofa with Ge You, picking your nose and watching the handsome guys and beautiful women selling cars on the screen. Even the big coffee with millions of fans in Weibo is polite and gentle in front of the camera. The price is open, transparent and equal.

If you think the anchor is unhappy, you can change the channel for a second, and you have to stand in the hall and listen to the sales promotion, regardless of the other party's face. Even, you can leave a message on the spot to poke each other.

This online way allows users to have a real "God experience".

When a person has a better experience, his behavior choice will be irreversible. Just as it is difficult for people who are used to driving electric cars to adapt to fuel cars, it is also difficult for people who are used to paying online to put more than 500 yuan in their wallets ―― even some young people begin to take them away.

Therefore, when a "comfort zone" appears in the new retail of automobiles, the desert will become an oasis.

4. What brand is suitable for new retail?

The essence of new automobile retail is: simple and efficient. If your product and service system can support this trait, you can do it.

At present, electric vehicles and enterprises with Internet genes are more suitable to realize new retail first.

First of all, electric cars are simpler. It has no engine, no transmission, and it doesn't have to worry about oil leakage, setbacks and all kinds of annoying faults. The maintenance cycle is longer and the maintenance cost is lower, which makes the purchase and use of electric vehicles more convenient.

Secondly, battery production capacity is concentrated in Panasonic, LG Chem, Samsung and Contemporary Ampere Technology Co., Ltd., accounting for more than 80% of global shipments. The separation of car body and battery is more like the mobile phone industry, which simplifies the manufacture and maintenance of cars.

Thirdly, it is relatively easier for electric vehicles to complete OTA, which determines that their hardware changes are less, the cycle of changing models is longer, online diagnosis is easier, and users' use and maintenance are simpler and more convenient.

This determines that electric vehicles can be close to the standardization and simplification of mobile phones in manufacturing, sales and maintenance.

Internet genes are transparent, equal and efficient. This determines that the automobile products under this gene must be of excellent quality, otherwise they will be abandoned because of word of mouth; The service must be equal and friendly, because you don't know whether the millionaire or the diaosi youth is sitting behind the screen; The whole process must be honest and efficient, and any false promise can be regarded as evidence of fraud.

Therefore, it is mainly the new force that meets the two conditions of electric vehicles and Internet genes. For example, Tesla, Weilai, Tucki, their online car purchase and online services are quite mature.

Of course, traditional car companies are not impossible. Take the Great Wall as an example. It owns fuel car brands Haval and WEY, and pure electric car brand Euler.

Open the Great Wall's online store in Tmall, and you will find that the highest sales volume is Euler R 1, and the monthly sales volume is 102 1. The second highest is the brand-new Haval H6, with monthly sales of 163. Explain that different brands of traditional enterprises can also see whether they have Internet thinking, which can be directly reflected in online sales.

If the whole network is compared, the models with high sales volume are Xiaokang C3 1 and Volkswagen LaVida.

Dongfeng Xiaokang C3 1, as long as it is about 40,000 yuan, won a good reputation for quality in the 345-line market in 17 years, so the monthly sales volume in Tmall is as high as 1500 units. LaVida is the benchmark of100000 family car. Although nicknamed "Deyuanlang", its chassis and handling are indeed the best in its class, and its sales volume has always been excellent.

Euler R 1 is almost the same: born on the exclusive ME platform, it has the system strength of the Great Wall and the technical strength of the hive, plus excellent design and space, and the affordable price of about 70,000 yuan, which has been in the top five sales of electric vehicles in China.

Therefore, in terms of products, to do a good job in new retail, we must have excellent product strength, high cost performance and good reputation.

After all, it is a bit uneasy to spend tens of thousands or even hundreds of thousands directly before seeing the real thing on the Internet. Thanks to Tesla, Weilai, Tucki and other new forces, as well as their early owners who dared to "eat crabs", their efforts opened a door called new retail for China Auto.

If we pull out several brands to test new retail, we can see that the biggest difficulties are online finance, electronic invoices and online authorization to realize real online new retail 100%. If one day, banking, taxation, vehicle management and other departments can maximize online services, it will be just around the corner to realize "completely online" car purchase services.

Euler is the cheapest, but the most √. This is not only due to its recent live broadcast activities, but also due to the insistence of online platforms such as Tmall on new retail business.

Next, we will take this as an example to talk about how to do a good job in new retail.

Five, how to do a good job in new retail?

Che Jujun directly talked about his own ideas: behavior and the principle of "eight letters".

Believe is trust. That is, before your products are sold online, you must ensure excellent quality. The system strength of the whole enterprise includes brand strength, which can make the audience/potential customers believe in you.

Take Euler R 1 as an example. The parent company Great Wall Group has been in the top three sales of its own brands. Euler brand only makes electric cars, and Honeycomb Technology makes professional endorsements, which can correspond to the "letter" of Xin Zi analysis.

According to china automobile dealers association data, among the most valuable new energy vehicles in 20 19, Euler R 1 ranked second with 90.3%, second only to Tesla models? 3。

Enjoyment is happiness. Live broadcast is not an online class. You should let the audience have fun, entertain and have fun while receiving product information. This is the basis for people to see, otherwise who will you sell the car to as soon as the screen is closed?

Symplectic word analysis corresponds to "symplectic". Take Euler's live broadcast in North China as an example. The anchor of Tangshan is the local media. Typhoon is more professional and has a more comfortable tone. You can use the lens to fully introduce the vehicles and offers, and you can also make some light jokes in the middle. The audience and interaction are obviously good.

Conformity, conformity psychology You can't lie, but it doesn't mean you have to follow the script. The anchor's staff, whether idols or strength, should have a sense of rhythm, which can mobilize the audience's emotions and let more people in front of the camera have the psychology of singing, identifying and finally following the crowd. That is, everyone bought it, and I thought it was good, so I bought it.

Xin's analysis corresponds to a word "Xin", because Shen is also written on it, which can be extended to "Xin", that is, the meaning of a large number of people. In marketing, it is directly understood as good sales.

In 20 19, the brand * * * delivered 35,264 electric vehicles, ranking seventh in China and first with a year-on-year increase of 484%. In February 2020, Euler R 1 ranked sixth in the sales list of pure electric vehicles in China, surpassing the best-selling models such as Weimar EX5, BYD e2 and Yuan EV.

Appetite, desire. Do your homework in advance and know what the selling point of the product is. What is the selling point that the audience in front of the camera wants to see? If it is a scooter, it is nothing more than the use cost, convenient charging, safety and quality, and so on. If it is a mid-range model, it can highlight the cruising range, comfort and sense of technology. If it is a high-end electric vehicle, it can emphasize performance, intelligence and luxury.

XIN word parsing corresponds to a new word. Novelty produces desire. Whether it is energy mode, sense of science and technology, appearance design, live content and promotion mode, we must find at least two novel points, otherwise it will be difficult to attract people.

Euler R 1 is highly recognizable in appearance design and can be punched. Online live broadcast avoids the disadvantages brought by touch, but it can highlight its visual strength of "small car and big space" and stimulate people's desire to buy.

Value, cost performance. Make the audience feel "valuable". Some people say that online consumption can buy mobile phones and lipsticks, but not cars. Not necessarily, Buick Angkor and Tesla models? Aren't they all successful cases of online retailing? They are all around 300 thousand.

The analysis of symplectic characters corresponds to "salary", which refers to the affordability of salary. This salary can be the salary of white-collar workers in ordinary third-and fourth-tier cities or the salary of gold collars in first-tier cities. Not expensive, only worth it.

In the words of Mr. Fu, the owner of Suzhou, he felt that the price of Euler R170,000 was too low, and the electricity fee per kilometer was only 30 cents, so he bought it the next day after seeing the advertisement. Value is his comment.

Incentive, incentive. If the last value makes the audience want to buy 60 points, it can rise to 80 points under the appropriate incentive policy.

The analysis of the word "letter" corresponds to "letter", which literally means the emergence of wealth. It can be understood that the more discounts and gifts, the better, so that the audience will feel that they have made a good decision.

Take Euler R 1 as an example. During the live broadcast, the three people returned 18 18 yuan, a car ticket 300 yuan, an appointment gift package of 3,000 yuan, a wealth management gift of 3,500 yuan, an all-insurance gift of 5,000 yuan, a cash gift of 5,000 yuan and a home-made gift of 2,500 yuan, although these methods are somewhat "earthy".

Open, open and interactive. Want goods is the buyer, don't disturb the audience, even if it is a small white problem. In addition, if it is the sales of online platforms such as Tmall stores, the answer must be sincere, objective and professional, because the answer is not only the questioner, but also more than N potential customers you can't think of.

The analysis of the word Xin corresponds to "Xin", which means the sun at dawn, which means breaking through the darkness and being aboveboard.

In the Tmall store, many buyers' comments are quite direct and open, whether positive or negative, they are very realistic. Much more credible than forums and questions and answers. Che Jujun likes reading such messages and comments.

Recommend, recommend good sales means that you let a person buy a product and he will recommend it to others. This way is called user self-marketing, or national marketing. Tesla's approach is to change peripheral accessories or charging quotas. Weilai's practice is a point system, which can be changed from accessories to coffee.

Compared with the new forces, the recommendation of Euler R 1 relies more on the reputation of Great Wall Dad.

Either buy one yourself and buy one for your brother-in-law; Either I am a user of three Great Wall cars, and Sai Ying was the first to support and recommend the Great Wall (knowing that this car has been exposed to age).

Because of the heartfelt approval of users, this pair of "XIN" characters corresponding to the analysis of Xin characters will be recommended.

Of course, this kind of behavior and the principle of "eight letters" are just the words of Che Jujun's family and are for reference only.

6. Pour cold water on new retail: a zero-sum game?

The front seems to be full of new retail good things. So, like Remdesivir, will he immediately go into the battlefield to save the lives of the main engine factory that is deeply troubled by the epidemic?

Obviously not.

Most online retailers, whether it is live broadcast or Tmall online sales, have more functions of drainage-just helping 4S stores gather customers. In other words, these customers who place orders online rarely make temporary decisions, and most of them are potential customers that have been stored at this time, but the channel they do is online.

In essence, online retailing will not significantly increase sales. And offline is a zero-sum game relationship.

Only persistence and maturity can improve the absolute value of sales to a certain extent. Because online sales can also bring additional word-of-mouth communication-the praise in the comment area and the accumulated sales can enhance the confidence of swing users.

For 4S stores, selling cars on the spot is still a paradox.

These shop assistants may not even realize that after the live car sales are mature, the store only needs one or two anchors and no longer needs so many salesmen. Their fate is a bit like that of newspaper editors before the rise of new media. Therefore, 4S stores let salespeople sell cars on the spot, just like newspapers let editors learn to write official WeChat account articles.

Of course, it's an immediate new model, such as factory setting up, store cooperation and media anchor. An attempt like Euler Tangshan Store is quite good.

New retail is not only online, but also more 4S competitors.

According to reliable sources, Dixintong is preparing for the offline store activity of "100 cities and 1000 stores". Once a mobile phone monopoly giant, he wanted to enter the offline business of new car retail. This model is encouraged by the policy, and the business logic is also established in theory ―― if tens of thousands of mobile phones can be sold in large-scale special events, can tens of thousands of cars also be sold?

Suning also has such a plan.

Jeju tubercle

Automobile manufacturing is shifting from traditional energy to new energy, so automobile sales will definitely shift from traditional sales to new retail. This is good news, but the bad news is: at present, new energy sales only account for 3% of the total car sales.

Therefore, at this stage, the "novelty" of new retail seems to be just a novelty. Just like a video during the epidemic, an Italian old man insisted on going out for coffee despite his family's dissuasion. But as soon as he went out, he knocked on his door: Can I buy a cup of coffee? Everyone laughed.

But we can't say that this attempt is useless.

The latest news is that the cumulative number of confirmed cases in the United States has exceeded 6.5438+0.4 million, Europe has reached 400,000, and Japan and South Korea have exceeded 6.5438+0 million. These areas are the main automobile producing areas in the world. GM, Ford and Tesla have switched to ventilators, and major car companies have launched plans to stop production indefinitely. This is one of the biggest disasters in human history and the biggest disaster in automobile history.

Promote social interaction all over the world? At the time of drifting away, the "new retail" characterized by "zero contact" will inevitably change from trying to mainstream and from snacks to staple food. Traditional cars are a bit like dinosaurs that were hit by asteroids at the end of Cretaceous, so they must evolve a new way of life to face the sudden environmental deterioration.

Never too old to learn is a simple theory of evolution, and only change can survive.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.