The automobile sales management method does not mean no brand

The new "Automobile Sales Management Measures" has been officially announced, replacing the "Automobile Brand Sales Management Measures" which was introduced nearly 12 years ago. From the previously published draft for comments, the new "Measures" will make adjustments in brand authorization, parts procurement, and the entry and exit mechanism of enterprises and dealers. The obvious imbalance in the position of manufacturers and dealers in the entire automobile industry chain has given rise to some problems in domestic automobile sales, which need to be improved. I think the automobile sales management measures are not to do away with brands, but to promote the standardized and harmonious development of the industry while strengthening brands. In particular, it is very conducive to the development of new energy vehicles.

1. Brand is the core of sustainable development

Brand is a kind of identification mark, a spiritual symbol, a value concept, and the core embodiment of excellent quality. The process of cultivating and creating a brand is also a process of continuous innovation. Only with the power of innovation can we be invincible in the fierce competition, and then consolidate the original brand assets and participate in the competition at multiple levels, angles and fields.

What do successful brands like Toyota and Volkswagen bring? Consumers are willing to spend money on the brand without paying too much attention to cost performance. Once the brand is firmly established, it will bring high profits and continuous customer sources. Therefore, companies must strengthen their brands.

From the perspective of channel operation, with manufacturers currently in a relatively strong position, they have strict control over dealers, including detailed requirements on store scale and even store configuration. This leads to dealers investing tens of millions of yuan to build stores, but they can only bet the operation of a store on one manufacturer or even one brand.

The new "Measures" stipulate that if dealers sell cars without the authorization of the supplier, they should make special notices and reminders to consumers in writing and clearly inform consumers of the responsible party. This means that sales can be carried out without brand authorization. In other words, the threshold for operating cars is lowered, and car operations may take the form of authorized operations and unauthorized operations.

The new "Measures" have weakened the strong position of manufacturers to a certain extent, and for dealers, their right to operate independently has been protected.

I remember that the development of 4S stores was also controversial back then, but consumers ultimately chose to buy cars from brand dealerships more often. This is also the power of the brand.

However, the behavior of some manufacturers is relatively too strong, which is currently an overreaction and a reasonable choice of national policy.

2. New energy vehicles require more diversified sales models

Removing the brand concept from automobile sales management is conducive to the sharing and economical operation of the automobile sales network, and it is especially meaningful for promoting the future development of new energy vehicles.

The state encourages the development of a shared, economical, and socialized automobile sales and after-sales service network, accelerates the construction of an urban-rural integrated automobile sales and after-sales service network, strengthens the construction of new energy automobile sales and after-sales service systems, and promotes innovation in automobile circulation models. I believe this is the only way to upgrade and transform the automobile industry and become an industrial power in the future.

New energy vehicles are a huge change from the traditional gasoline vehicle product maintenance model. The new "Auto Sales Management Measures" stipulates that vehicle manufacturers cannot require dealers to have both sales and after-sales service functions. This is also in line with the sales-oriented characteristics of new energy vehicles.

With the rapid development of new energy vehicles, the after-sales profit of new energy vehicles will be greatly reduced, forcing the transformation of automobile sales model. With the trend of economical new energy vehicles, new energy vehicles are more like fast-moving consumer goods, with a shorter product life cycle and low unit price, which is suitable for actively developing e-commerce sales model.

With the trend of increasing complexity of automotive electronics, the maintenance seen from mobile phones will inevitably return to the characteristics of after-sales outlets. The functions of after-sales maintenance services in urban centers will continue to be strengthened, and the demand for convenient socialized maintenance will also increase. Therefore, the automobile sales management method also takes into account the changing trend of new demands.

I feel that the series of policies promoted by the Circulation Association, such as improving the automobile sales management model, promoting parallel imported cars, improving the restrictions on the relocation of used cars, and managing scrapped cars, are all a combination of measures to promote consumption. It is also very valuable to promote automobile consumption from a diversified perspective.

As a winner of Toutiao's Qingyun Plan and Baijiahao's Bai+ Plan, the 2019 Baidu Digital Author of the Year, the Baijiahao's Most Popular Author in the Technology Field, the 2019 Sogou Technology and Culture Author, and the 2021 Baijiahao Quarterly Influential Creator, he has won many awards, including the 2013 Sohu Best Industry Media Person, the 2015 China New Media Entrepreneurship Competition Beijing Third Place, the 2015 Guangmang Experience Award, the 2015 China New Media Entrepreneurship Competition Finals Third Place, and the 2018 Baidu Dynamic Annual Powerful Celebrity.