[ Introduction ]

Today，Any traditional industry is experiencing the baptism of Internet frenzy。So,It seems that the car dealer who seems to be traditional to the bone marrow,How should I look at this era strategically? How can we meet the whistling Internet thinking revolution?、How Lu Weimin, Chairman of Anhui Auto Trade Investment Co., Ltd. thinks!

President of the National Federation of Industry and Commerce Automotive Dealers、Lu Weimin, Chairman of Anhui Auto Trade Investment Co., Ltd.

A few years a few years，With the prevalence of "Internet+" thinking and the promotion of a large amount of capital，A large number of car e -commerce has emerged，Especially in auto finance、Yanbao and automotive aftermarket areas，It really brings a lot of impact to traditional car dealers，But after economic growth enters the new normal，Capital promotion weakened，On -site maintenance、On -site car washing and other large O2O companies have difficulty running or even closed down。

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Automotive industry in the new normal

Well -known，At present, my country's automobile market has transformed from a "product -oriented seller" to a "consumption -oriented" buyer market，The slowdown in the growth of the automotive consumer market has become the new normal。

Data display from the China Automobile Industry Association，January to August this year，Auto sales 18.096 million vehicles，increased by 3.5%year -on -year，Where，Passenger car sales 15.193 million vehicles，only increased by 2.6%year -on -year。In the future for some time，The automotive market will be in the severe contradictions of severe seabet myovercapacity and deceleration of demand。

In this market environment，Traditional market stimulus policy can no longer play a role，To maintain the healthy and sustainable development of the industry，More endogenous motivation to excavate the industry。This is the same for companies in the industry。Facing the new changes and demand in the face of the market，Enterprises need to continue to accelerate the transformation and upgrade process，Actively explore new development direction and business model，Using diversified operations to adapt to new market changes，Meeting new market demand。

The technology is changing with each day, and the business nature has not changed

At the same time，This is a rapidly changing era。Technology of Technology Update Different Crescents，Dazzling，It is also easy to make people anxious。The gene of a car dealer determines that we are not an Internet company，Can't regard technology itself as a business model。I think，No matter how technology changes，The essence of business has not changed。

Whether it is an OEM or a dealer，There is a principle，That is the user -centric，​​We have the "user thinking" advocated by the Internet company in congenia。In the automotive distribution service industry，The user is paying attention to the brand、Product、Experience and Service，No matter what mode，Be sure to meet the basic needs of users。The essence of our dealer is still to provide users with real products and services，For dealers，The most important thing is to return to the fundamental，Do this service，How to make our users more convenient、Come to consume more pleasantly，How can we better interact with users，To provide services that meet their needs。Who can make the experience and service extreme，Who's vitality is longer。

Mature and profitable model、Dealer group model with relatively heavy assets compared to，Light assets、High efficiency、Automotive retail, which is characterized by online and offline, is now trying water。Whatever way business model，If the price is simply based on the price as the competitive leverage or as the first condition，I think this method may not be too good，Because of the user's view，Only lower, there is no lowest。No matter what kind of business model，Price is just one of the factors that users pay attention to。In addition to this factor，There are more content。

Cars can be said to be the most complicated civilian products，Its pre -sale、Sale and after -sales links are very dependent on the scene，There are three reasons:First，Need scene experience; second，Need a large amount of payment; third，Need some related procedures for delivery，Can't complete online。Scene is a particularly important feature of new car retail。Auto Consumption's dependence on scenes，It determines that the new retail model led by the Internet is inseparable from strong offline support。

4S shop is a kind of characteristic of combining the automotive industry，Very well to meet consumer needs，And the carrier carrier that meets user needs in all directions。Looking at the 20 -year development process of 4S shops，4S shop is actually a standardized sales model that can solve the user's life cycle，Including the various needs and pain points of the user。Although the policy access is loose now、Technical Revolution，Various marketing models are about to move，4S mode end to say that it is very arrogant，But I think the 4S shop model is a kind of history and practical test，The mainstream car sales mode that is in line with China's national conditions，will continue to exist for a long time，And it will continue to change、Upgrade，To meet the requirements of social development。

Tools with the Internet as a tool for change and innovation

The advent of the Internet era and the development of new technologies such as "artificial intelligence"，Make the user’s online behavior deeper，Consumers can feel the realistic car purchase experience brought by the product or service without leaving home。Consumers who want to buy a car may already know the car online very thoroughly，Only the last step will come to the offline physical store，More and more deepening online，demand is becoming more and more diversified。

With the change of consumer behavior and the formation of the new consumption model、Industry competition intensifies，As the front -line car dealers dealers need to integrate，Need to re -position，Need innovation，More needed to transform。Most members of our car dealer chamber of commerce are in positive attitude，Use Internet tools to reconstruct the business mode and process with the times、Explore Internet marketing，Improve operating efficiency，better meet user needs。

First，Water can carry boats and can cover the boat。The Internet can subvert the traditional retail industry，It can also be used by the traditional retail industry。Our traditional dealers must also have the spirit of "useism"，A attitude to open cooperation with the new technology and new model，Division of the Internet，Based on Internet technology to transform basic operations，The Internet brings to the reduction of operating costs、Increase sales efficiency、Customer relationship is better -dimensional。Take Anhui Auto Trade as an example，We found that the effect of collecting clues through the Internet platform is getting worse and worse，Website advertising spreads higher and higher，Now we make full use of big data technology，Dig out more than 50 stores、More than 200,000 guaranteed car owner data，Construction of the group's self -media platform at the same time，Effective communication for users，Sticking these original owners，Move them to bring us new customers。In the sales mode，In addition to sinking network channels to second- and third -tier cities in the province，Still in Hefei、Mengcheng、Fuyang、Wuhu and other places explore the construction of a car park、Auto supermarket，strong supplement to the 4S shop channel。

Second,Practicing internal skills can only be in "Internet+" survive in the tide，can be worn thousands of blows and tough，Ren Er East and Southwest Wind。For traditional car dealers，There are two crucial issues: one is a single shop mode，One is scientific groupization。Since 2017，Most dealer groups in the industry have achieved business performance，It mainly benefits from the rapid development of automobile finance business、Good brand portfolio and network advantage、Stable growth of after -sales service、Luxury cars demand strong、Effective cost management、New car gross profit margin improves、Factors such as rapid development of used car business。The business profit of simple new car sales is getting greater and greater。This year's media has continued to explode，40 % of the dealers are in a loss state。

The profitability we are talking about now is reduced、The difficulty of management increases，Where is the most fundamental point? Is the change of the profit model of the single store。The automotive distribution service industry is changing from a single store single profit model to a comprehensive profit model。Former investors，Just take the car to the hand，The income is available。But today's advantage is gone，We sell cars、Repair the car，Combination into many businesses，can make 4S shops profit，This is a very complicated project。With the development of the industry，4S shop expansion，Cross -regional、Management of cross -brand。This is the problem of scientific group，For example, our comprehensive control and refined management of more than 50 4S stores in Anhui Auto Trade is insufficient，There is still a lot of room for improvement in the future。In terms of refined management，Internet tools can be used for us to use。

Third，The theme of the current era is complementary resources and integration，The dealer will have a very large joint force if it is united。Traditional dealers have standard 4S Store，Professional services and technicians with rigorous training，There is a formal spare parts supply system，There are a majority of car user groups，This is the most valuable resource for dealers for many years。How to use the current mobile Internet、Big Data、Artificial Intelligence and other new technologies，Active these resources，Develop more derivatives with automobile financial leverage，Deep service，Is a subject that everyone wants to explore。At the same time，Now the reasons for all aspects have caused unprecedented competition in the entire industry，Industry mergers and reorganization、Resource integration is inevitable，Our National Federation of Industry and Commerce Automotive Dealers' Association is the mother's home of the majority of dealers and friends，Help everyone unite，Holding the ball heating，Together Crossing。

This is the worst era，It is also the best era。All strong things have disappeared。The entire industry is changing and transforming。I think everyone has a chance，Everyone has no chance，It depends on who can stand firm、Independent tide head。

Survival for those who are competitive。All the evolution and development are surrounded by better demand and meet the experience。As a traditional dealer，We actively embrace the Internet with a positive attitude，I hope the Internet will bring us new thinking，Reform the inherent traditional marketing concept，Extension of more imagination space，Let us integrate symbolism in the new normal and new competition、Win -win cooperation!

With the electrification of China's automobile industry、Intelligence、Internet connectivity、Sharing "New Four Four" in -depth development，Especially the implementation of the Ministry of Commerce's "Administrative Measures for Automobile Sales" in 2017，China's auto distribution service industry enters an important mark of transformation and upgrading。October 24th -October 26，The 2018 Council (Expanded) Meeting of the National Federation of Industry and Commerce Automotive Dealers Chamber of Commerce and the China Car Merchant Summit Forum will be held in Shanghai。