Every year, Double Eleven is a carnival season for consumers, especially for clothes, electrical appliances and other products with medium and high prices and high repurchase rates.

　　But car dealers are not.

　　The car itself is a long life cycle product with a very high unit price and a low repurchase rate. Services, parts, consumables, etc., are not used frequently by consumers, and they are products that are only purchased when they are needed. Therefore, Double Eleven is difficult for the auto industry, especially terminal dealers, to become a "quick-effect rescue pill" at the end of the year.

　　So we saw that 4 or 5 years ago, distributors were still willing to put some energy into Double Eleven, especially Chinese brands, they would organize a lot of sales promotion activities in the store to promote Double Eleven transactions. "We tried it at the time when Double Eleven was mature in 14 and 15 years, but every year there was a lot of thunder and rain, and it was difficult to make a real deal even if we recruited customers. After all, this is a big deal for customers. A sum of money." Said the sales manager of a 4S store of an independent brand in Beijing. "Anyway, promotional activities are basically available in the store at any time, and it is difficult for consumers to decide to buy a car in advance for one or two thousand dollars. So later on, they rarely do double eleven activities."

　　After the tide has receded in the past few years, fewer and fewer 4S shops continue to engage in activities on Double Eleven. "No activity" has been the theme of most 4S shops in the past two years.

　　For this, do 4S stores have any way to break the game?

　　If I don’t sell cars, can I sell coupons and service vouchers?

　　In the past two years, car companies like to launch "deposit inflation" activities during vehicle pre-sales. Simply put, when the final purchase of a vehicle, consumers can get a sales discount that is several times the deposit. For example, the double deposit expansion of the Changan Auchan X7 Plus, or the previous 5000 to 20000 of Krypton 001, etc., let alone the effect, at least for people who are really interested in buying a car, it is definitely a purchase that can facilitate the purchase. The decisive factor.

　　In fact, similar cases have been tried in 4S stores, and not only during the Double Eleven period: For example, a 4S store in Zhuhai by Buick also launched 5000 to 20000 during the National Day this year, plus a maintenance deposit package. .

　　The same principle can also be applied to maintenance. If a single maintenance is 1,000 yuan, a bundle of 5 maintenance is 4,000 yuan. However, this similar case appeared earlier than the deposit inflation. Four or five years ago, Ford dealers sold maintenance packages in stores. As for Haima Automobile, even this car company that is now about to fall out of the mainstream Chinese brand has its dealers who have launched super maintenance packages during the 2017 Double Eleven.

　　However, from a consumer's point of view, these things are not really pragmatic: "Why do I have to pay for several repairs and maintenance in the future? In case I can find a cheaper one, or I change the car Isn’t this useless? This kind of investment feels very unwise.” This is the voice of Mr. Duan, the owner of a previous-generation Mercedes-Benz C-Class, and it also represents the common thoughts of some old car owners.

　　Double Eleven cannot sell moving cars and car-related products, and the OEMs have actually found out. As a result, the double eleven auto brands in the past two years have gradually changed from "order fulfillment oriented" to "cross-border comprehensive drainage + product order fulfillment oriented". With the rise of live broadcasts in 2021, more than half of the products in the "Super Lucky Pet Fan Ceremony" held by Geely Automobile are not related to automotive products. The "New Trendy Domestic Products Billion Carnival" event jointly organized by Chery Automobile, Hongxing Erke, Edifier and Huiyuan has more than 30 million views on all platforms, and the entire network sales exceeded 110 million records.

　　Chery, Geely, etc. are actually relying on the huge traffic of the network platform. It is a good way to bring out-of-circle traffic into the circle through cross-border cooperation, and then obtain orders through appropriate guidance. Even if the user does not enter the transaction, but at least occupy the user's time and attention, it can also allow the brand to be exposed.

　　Of course, what 4S shops can do at this stage is to catch the potential traffic that OEMs may throw away, and to expand their own wide-area traffic.

　　"Although there are not many sales leads from the Double Eleven OEMs, as long as they can convert a new user, that is an additional sales indicator for me." Said a 4S store for a Japanese brand participating in Double Eleven. : "Users who place orders on Double Eleven generally care more about the cost of buying a car, but if there is really an order that can be sent, there is still a high probability that a deal will be made with enough sincerity."

　　For Manager Wu, the person in charge of another independent brand 4S store, it’s another story: “Consumers who attract traffic on the Internet sometimes only see the amount of coupons, but they ignore the usage restrictions inside, such as buying a customized model. , Or half of the discounts are free insurance or the like. When it’s really necessary to go through the process, customers will complain. On the other hand, customers who are attracted by the live broadcast room but don’t have coupons will be "abnormal "The price is regarded as a psychological expectation, leading to the loss of this part of users. Although it can bring additional drainage and clues, there are two sides to right and wrong."

　　But no matter from which point of view, a large amount of drainage and potential brand promotion can become one of the profit boosters for 4S stores.

　　"The live broadcast of car sales in the store has been around since the beginning of the epidemic. However, during the Double Eleven live broadcast period, we will add some additional promotions and gifts to attract users to the store. Of course, beauty must be opened. It’s actually very important to show your face.” said a female salesperson of a German luxury brand.

　　Although the size and design of the double eleven dealer’s own live broadcast is difficult to compare with that of the OEM, the live broadcast can expand the dealer’s radiation area, even according to the local dialect. , Folklore features and other special live broadcast styles and double eleven gifts, so as to get more consumers to enter the store to watch cars.

　　On the other hand, the brand effect brought by a large number of double eleven exposures will affect the flow of offline stores within a period of time. "Since the Double Eleven event in our store, the passenger flow has indeed increased a lot. Some consumers did not grab the coupons, but they came to have a look when they heard that we have a store here." Car dealers said: "These customers are also more price-sensitive, and they are not in a hurry to buy a car. It is impossible to make a deal immediately. But at least we can do something against them in the future."

　　When potential customers are attracted to the store due to live broadcast and other factors, how to keep them should be the most concerned part of the 4S store. A dealer in charge of a joint venture brand believes: “Only by focusing on the real sales and service links can the advantages of the 4S store be brought into play, thereby turning certain potential customers into certain orders in the future.”

　　However, grasping high-probability sales leads is also one of the topics that 4S stores need to study: "When the cost of a single sales lead at the OEM has risen to a high level of 7,800 yuan, every lead needs to be taken seriously." A car company executive who did not want to be named said.

　　Summarize

　　It is difficult for auto sales to skyrocket during Double Eleven, which is the result of industry characteristics. Although it is difficult for online live broadcast or sales to bring about direct order conversion, as the first door of communication between brands and users, 4S stores can still look for opportunities from the huge online drainage capabilities. Whether it is new orders from OEMs or customer traffic brought by live broadcasts, carefully designing communication programs with these consumers will never be the wrong choice. "How to retain potential customers on Double Eleven" may be an interesting topic that dealers need to think about.