April 1983，The first Santana car was successfully assembled in Shanghai，Open the joint venture era of Chinese cars。Also in this year，The state began to allow 10%of cars to be sold by manufacturers，The situation of the planned economic rule market is gradually broken。

A young man named Lu Weimin keenly smells the breath of change。The birth of the joint venture mode indicates that Chinese automobile products will become more and more abundant，Market access release means that the car circulation industry will usher in a big development。I can't hold back the inner excitement，This ordinary worker on the Jianghuai Automobile truck production line applied for a sales position。That year he was 28 years old。

      The column of "opposite Lu" is the dialogue column of the top Chinese entrepreneurial dialogue created by the car home，The column is carried out by the chairman and CEO of the car home,，The most influential and topical car company in the dialogue，and videos+in -depth dialogue describing entrepreneurial minds，I hope to communicate with entrepreneurs，Discussion on the common problems of the industry，Digging the growth story behind the enterprise，Decoding entrepreneur's business insight，All engaged in China、Friends who are concerned about the automotive industry explore the road of industrial development and the future of victory。

Many years later，A sales department at the time had been restructured and turned into Anhui Auto Trade Group，Become the "one party prince" among the car dealers。The impulsive young man may have never expected，The position of the chairman can be sat one day。But what is even more unexpected is，The Chinese automobile market, which was rushed into the Chinese automobile market, suddenly fell in 2018，Welcome to the first negative growth in 28 years。Follow car companies、User trust、impact of new technology and business models...A series of questions is torture Chinese car dealers.

On the "Langya List" of the entire Chinese car dealer，The position of the top 100 auto trade in Anhui is not ahead。But what attracts attention is，In the context of continuous competitive pressure in the automotive market，Anhui Auto Trade has maintained a good profit state for three consecutive years。Corresponding to it，2018，Nearly 40 % of the dealer group has appeared to operate inverted。

In the background of the entire car market,，How does Anhui Automobile Trade alone? This has experienced the management style of Lu Weimin's 36 years of car dealers、The business strategy is inseparable。The car market that has slowed down in the face of the growth rate，How did Lu Weimin, who was the president of the National Federation of Industry and Commerce Auto Dealers Chamber of Commerce?

■ seabet my

Dealer Group in the entire automotive industry chain，Is a group with a strong sense of existence。Due to the absolute strong position of the car company in the entire sales system，Dealers often lack the right to speak in front of car companies。But as the first contact of automotive products and services，The value of the dealer is very important for the value of the industry。

Equality and responsibilities cause dealers to passively bear the requirements of car companies，Among them，"Pressure inventory" has become a sensitive area that two parties repeatedly produced friction。

Generally speaking，Car companies formulate sales targets in accordance with production capacity，The sales target will be allocated to various dealers。In recent years，Each car company has expanded production capacity，The retail volume and batch sales indicators of dealers have risen year by year。Under heavy pressure，Some dealers can only promote at low prices，Complete seabet appthe task by reducing profits，So as a vicious cycle。Even the market for the past few years，New car sales have also become micro -profit or even negative profit business，As the car market is cold，The friction of manufacturers and dealers becomes more painful and severe。

      January this year，A photo of a luxury car brand dealer defending rights continues to swipe the screen in the circle of friends，Dealers blame car companies to support the oligarch monopoly，Compression of weak dealers。

April，During the Shanghai Auto Show，More than 40 dealers from all over the country walked into a brand auto show booth，"deception business"、"Puning Delimin"、The slogan of "Return to My Hard Kattancings" is shocking。

May，More than ten dealers gathered at the door of a Chinese brand headquarters，Require manufacturers to recycle the slow -selling vehicles，and refund the online fees and the construction deposit deposit。

      "Excess capacity is the root of the contradiction between dealers and car companies"，Lu Weimin broke the problem with the problem。Look at the results of the inventory survey of automobile dealers in May this year，Automotive dealer inventory coefficient is 1.65，increased by 4%year -on -year。The dealer's inventory coefficient is maintained at about 1.2 is reasonable，1.5 is already a cordon。1.65 inventory coefficient means that the dealer sells 100 cars per car，There are 165 vehicles in the warehouse。

The "2018 Automotive Dealer Survival Survey" released by the China Automotive Circulation Association recently released，In 2018, the dealer's new car gross profit dropped from 5.5%in 2017 to 0.4%，Dealers' losses increased from 11.4%in 2017 to 39.3%。Enter 2019，Except for a minority brand，The gross profit margin of dealers is generally negative，The loss area is further increased。

　   On the other side，The relationship between dealers and consumers is also deteriorating。March 27，An Xi'an owner to celebrate his 30th birthday，I bought an imported car at the 4S shop of Mercedes -Benz Lishali in Xi'an。After picking up the car，The owner found that there is a problem of oil leakage，Immediately request a dealer to refund or change the car。but 4S shops think，According to the national "three pack policy"，Can only replace the engine。The owner is emotionally excited to get on the front cover and the sales staff theory，This video was photographed by others and uploaded the network，Quickly fermented into a public opinion incident on the entire network。

This incident exposes two outstanding problems on the 4S shop: charging transparency and user service problems，and the essence of 4S stores for market pressure、Difficulty in business，"unconventional" profitable means。

■ Fundament to meet user needs

The dilemma faced by dealers，Although it depends on the effective communication with manufacturers and consumers，But more needs to be from the origin of operation -how to serve consumers to find ways。

Classic positioning theory believes that the essence of positioning is to occupy the mind of consumers。For how to occupy the mind of consumers，There are two answers given by Lu Weimin: First, the rapid reflection of customer needs，Second, there is transparency to trust。

Actually，Shortly before the Xi'an Mercedes -Benz incident，An 4S shop owned by Anhui Auto Trade，I also encountered similar problems。In order to solve user needs in the shortest time,，This 4S shop quickly reported to the group，I changed a new car for the user first，Communicate with car companies，It resolved the cost loss of the vehicle through other ways。

　   This kind of customer -centric thought，It can be said to be everywhere in the store under Anhui Auto Trade。Lu Min saw an old employee who joined the job in 2001 in Shanglian, SAIC Volkswagen，As a sales that has worked on the front line for more than ten years，She recalled，Around 2000，The owner is mainly male、40 years old，Identity is mainly entrepreneurs。Look at it now，The age of the entire consumer group begins to turn slowly to younger，Female consumers are also increasing。

Lu Min also feels deeply about this，He believes that Chinese car consumers have become more and more mature，The degree of understanding of the product also deepened greatly，This means consumers' quality of products、and seabet appthe user experience has higher requirements。From the perspective of 4S shops，It is necessary to make a series of improvements from the software and hardware environment to the staff service attitude of the staff。

　   In order to quickly reflect consumers' demands，Lu Weimin promoted a set of "inaction" management style。This business idea comes from Taoist wisdom，Just intervene，Respect employee personality，Give play to personal subjective initiative。This is quite similar to the management style of Haidilao, a famous catering group，Can quickly respond when you encounter a problem，Timely meet user demands。

and "inaction" does not mean nothing，Lu Weimin set up a regulatory authority inside the group，Delivery and unannounced visits to 4S shops。Based on the monthly video examples、On -site meeting every quarter、Summary of half a year、One year's summary will continue to sum up questions、Improvement Questions。

Lu Weimin summarized this management method as "single store mode，Science Groupization "，Let 4S stores moderate operations under the existing standard and specifications，At the same time，Formulate system business goals at the group level、Reward and punishment target、Operation quality assessment and evaluation and other indicators，Unified assessment of 4S shop，This has become the management methodology of Anhui Auto Trade。

      The management style of this decentralization，Leading Anhui Auto Trade in the background of the overall car market，Continue to maintain profitability。2016-2018 for three consecutive years of profitability is 200 million yuan、320 million yuan and 230 million yuan。January to April 2019，Auto sales increased by 17%year -on -year。

Take SAIC Volkswagen Anhui Shanglian Store，As the first 4S shop owned by Anhui Auto Trade，Has the history of 24 years of development。Lu Weimin visited the exhibition area with Lu Min、VIP area、Delivery area and after -sales service area，The conspicuous part of the VIP area is the certificate of SAIC Volkswagen Six -Star Charter Operators，Reflecting SAIC Volkswagen's recognition of the service level and ability of this 4S store。

      Starting from the establishment of the first car sales service store in GAC Honda in March 1999，After 20 years of development，4S shop from the store environment、Service levels to business types have been greatly improved and improved。But，"Will it be hacked"，"Will there be fake pieces" and so on still allow consumers to enter a 4S shop.。There are many out -out fees、PDI test fee、Service fee、Foreign license plate reporting fee is unreasonable，It also makes consumers feel confused。The fundamental in it is，4S shop can not let consumers fully trust。

Product quality problems exposed by Xi'an Benz incident、Financial service fee issues，It has once again confirmed that consumers' concerns are not worried about。

How to dispel concerns? From Lu Weimin's eyes，4S stores for financial service fees are caused by operating pressure，Because many dealers have operated inverted operations in recent years，Turn the original free service into a paid service。"Service itself is also a product，You can serve free or paid service，The key is，This cost should be transparent。”

　   All 4S stores under Anhui Auto Trade，Both clearly marked the price of the model、Financial solutions and corresponding costs。Lu Min visited a Lexus 4S shop just opened in May this year，This shop is more spacious and bright in addition to the exhibition area，The overall environment is more quiet and elegant，Many transparent service details have also been introduced。For example，The rest area and the maintenance area are separated by glass，So when the owner is maintained by vehicle maintenance，Can see the condition of your own vehicle at any time。An old display area of ​​waste parts is also set up in the store，Customers can choose to take away the old part of the car replacement or leave it。

"We plan to make an app or applet，Make users less than 4S shops，can also be remote、View the status of the vehicle in real time "，Introduction to Lu Weimin。This function is mainly for maintenance users，Combined with the car delivery service，Users can view the vehicle status in real time at home。

Increasing service transparency is seabet appa good way to dispel user concerns。Lu Min asked the manager of the Lexus 4S shop，4S shop maintenance fee、Is there any expensive problem with maintenance costs? The store manager explained，The initial stage of appearing in the 4S shop，The needs of users to do maintenance and maintenance are all split one by one，For example, changing oil、Change three filters。The current service content is all set meals，For example, do 20,000 kilometers of maintenance，There will be a special list，The content involved is as many as 50 items or even 100 items。On the surface, the price is expensive，But in fact the service is more comprehensive and thoughtful。

　   Looking back on the experience of visiting two 4S shops，Lu Min's exchanges and impression of the exchanges between Shanglian store and old employees，From the micro -observation of the employee's changes in consumer demand，It can be seen that her strong sense of belonging and the intention of user service。Car pick -up experience at the Lexus 4S shop，Let Lu Min's memory of the specified process and detailed service still fresh。

■ New space for survival

In addition to flexible management methods，Anhui Auto Trade beyond the counter -risk ability of its peers from its strategic business layout。The first 4S shop was established since 1995，Anhui Auto Trade an average of only 2-3 4S shops per year，and mainly concentrated in the second and third tier cities in Anhui Province，There are only 5 4S shops deployed outside the province，can be described as steady and stable。

Another，On the partner，Anhui Automobile Trade also targeted the joint venture and luxury brand。Compared with the overall sales of Chinese passenger cars and the proportion of Chinese brands，It is not difficult to find when the market is booming，Chinese brands can easily borrow high，sales accounted for increased proportion; and when the market turns fades，Chinese brand is the first batch of affected batch，The proportion of sales declines，Poor risk ability。

January to May this year，China's brand sales have fallen significantly，while foreign brands have not changed much。Anhui Auto Trade ’s business layout strategy“ accidentally hit and bump ”to coincide with the sales of the Chinese auto market，Today in the car market cold，This layout with a centralized and high -quality layout has benefited it。

      Although the bright results make Lu Weimin very confident，But in the face of the chilling car market，The veteran of this parking lot is not worried。He thinks，This year's automotive market has the possibility of the bottom of the automotive rebound，and even so，It is impossible to return to the rapid growth as before。The automotive market has changed from "incremental market" to "stock market"，How should a dealer find new space?

Reading the revenue of Anhui Auto Trade in recent years，The proportion of gross profit for its vehicle sales fell from 39%in 2017 to 28%in 2018，Maintenance gross profit -making ratio increased from 35%to 40%。Other automobile dealers also have the development trajectory similar to Anhui Auto Trade，Guanghui Group, the first place in the 2018 dealer ranking, as an example，The revenue of the entire car sales in 2018 is only 1.5%，and the maintenance service business increased by 15.4%。

　   New car sales gross profit declines existing car market、Factors of market competition，There are also impacts from the new sales model。To cope with this change，Dealer Group has conducted business transformation and upgrading，Gradually changed from "heavy sales" to "heavy service"，After -sales service and derivative business with higher gross profit margins，Some head dealers groups have taken the lead in testing the water。

From Lu Weimin's view，4S stores not only develop new business models，To optimize the original business，Based on the existing business model，Service innovation according to the new needs of users。For example，Use the Internet on the sales side，Explore online+offline mode，Implement online booking，offline service，To save the time of consumers waiting。

    At the server，then you can try to develop the post -market service model of "Community Store+Central Store"，Use a small and beautiful community store，Meet the most common basic needs of customers，Provide seabet appservices at "Home Door"，to avoid going to the user's round -trip 4S shop; the central store can achieve intensiveization、Diversified maintenance services，Complement of functions of the two。

Online shop layout，4S shops must also follow the trend and culture，Arrange 4S shops more comfortable、Beautiful，Convert the maintenance time into leisure and entertainment time，Customers can rest，You can also ask friends to drink tea and chat，Turn the boring waiting into a living culture。

　   Another，Some head car dealers have begun to build car owner service app，Provide service appointment with service、illegal query、Market Activity、Second -hand car disposal、A series of services such as car raising car。

In addition to traditional sales and after -sales service，The potential of the used car market and automotive finance is great。Statistics of China Automobile Circulation Association，2018，my country's used car transaction volume reached 13.82 million vehicles，Only about half of the new car sales。But from the perspective of the development of used cars in developed countries，Second -hand car transaction volume is twice the sales of new cars，At present, there are nearly 14 million used cars in the Chinese market，The entire vehicle export business is basically zero。With the cancellation of the second -hand car restriction policy，and the implementation of the export policy of used cars，plus the tax exemption policy that is still fighting，my country's used car market has a great potential。

      At the same time，As a young car consumer market，my country's auto finance business also needs to be developed。2018，Some listed auto dealers' financial reports have shown "clue"，Zhengtong Automobile Financial Services Business Revenue is about 840 million yuan，increased by 61.7%compared to the same period last year，Yongda Automobile has also achieved more than 20%growth。4S shop is an important scenario for landing automobile finance business，Auto dealers can use this advantage。

Lu Weimin, who knows the changes in the automotive market, clearly knows，The importance of business diversified layout。He has accumulated more than 50 cars 4S shops in the twists and turns of entrepreneurs，Completed from car sales、Development of Auto Park、Second -hand car transaction、Auto Finance、The whole process of exploring innovative profit models such as taxi management，A microcosm of becoming a Chinese dealer company。

Lu Weimin also wrote a "How to embrace the Internet?" 》 Article，He mentioned in the text，"The automotive distribution service industry is changing from a single store's single profit model to a comprehensive profit model，The business profit of simple new car sales is getting greater and greater，Only around the car、Repair the car，Combination into many businesses，can the 4S store have a profit，This is a very complicated project。”

Lao Lu has something to say:

　   For 20 years，With the development of the Internet，The changes in Chinese auto consumers are very large。Especially the younger generation of consumers，I am accustomed to using Internet tools to understand the product，Their ability to understand the product is getting stronger and stronger。Facing this group of consumers，4S shop only forces to enhance the transparency of service，Only to establish user trust and loyalty。Another，Through comparison of the development of foreign dealer groups, it can be found，The brand power of domestic dealers is still weak，Consumers' perception of the brand mainly comes from car companies，This is where domestic dealers need to be strengthened。Last，When the car market is not so prosperous，Dealers and car companies should communicate more，Form their own efforts to form a joint force，Provide consumers with better service，can we get out of the new situation。(text/car home Xiao Ying; Photography/Car Home Geng Yuan)