According to statistics, among the relatively normal profit sources in the auto industry in the world, the proportion of auto sales is only 10%, after-sales service is as high as 50%, parts and components sales account for 10%, and used-car sales account for 20%. Shanghai Volkswagen's selection of used car activities in September is just a prelude. The people in the Shanghai auto industry generally believe that Shanghai Volkswagen has entered a new stage and it also marks the entire market entering a new stage. The era of relying solely on expanding new users has passed. A phase of cultivating brand loyalty, retaining old customers, and expanding new users has begun. Market leader and set off second-hand car business, followed by competitors will follow? At present, it has become a focus of common concern among people in the industry. Car manufacturers encounter new problems “This is related to the situation in the entire automotive industry. During the high-speed expansion period, the increase in sales volume of one manufacturer does not necessarily have to be at the expense of the decrease in sales volume of other manufacturers because the entire market is expanding at a high speed. When this stage has passed, After that, the increase in the sales volume of a certain manufacturer will inevitably be at the expense of the decrease in the sales volume of other manufacturers.Although the high growth period of the Chinese automobile industry has not really passed, but with the slowing of market expansion, the increase in the number of competitors, some zero-sum The characteristics of the competitive style will emerge, and at this time, there will be two trends: First, the industrial profit area will move backwards, and gradually shift from new car and vehicle sales to after-sales service; Second, to keep old customers than to win new customers. More profitable. There is data that the cost of winning a new customer is usually 16 times the cost of keeping an old customer," said market analyst commentator Jin Xuewei. According to relevant sources, when a batch of old users upgrades and upgrades, an old car needs to be updated, it will still be targeted at Shanghai Volkswagen, so that not only maintain a high market share has been guaranteed, but also come later. The profits from a series of after-sales services such as repairs and maintenance will be no less than the profits from the sales of automobiles. It is a pity that dealers are very secretive about this profit. However, according to one statistic, among the relatively normal profit sources in the auto industry in the world, the proportion of auto sales is only 10%, after-sales service is as high as 50%, parts and components sales account for 10%, and used car sales account for 20%. Retaining old customers and fostering brand loyalty is becoming a new topic for all established car manufacturers. In China, although the main profit area of ​​the automotive industry is still in the sales of new cars, there are various signs that the phase of profit shift has gradually come, especially in Shanghai, this trend has become quite obvious. As far as the used car market is concerned, the current foreign and new car trades are 1:7. For each new car sold, there are 7 used car transactions; in China, it is 3:1, and each time only 3 new cars are sold, only 1 used car deal. But in Shanghai, new and old car transactions have reached a 1:1 ratio. In 1999 and 2000, Shanghai’s used-car trade was more than 50,000 vehicles and 63,500 vehicles respectively; in 2001, it reached 83,420 vehicles; in 2002 and 2003, it was 119,880 and 144,700 vehicles respectively. The annual increase is more than two digits. In 2003, Shanghai added 107,200 new car licenses. “As the volume of transactions continues to rise,†Xie Qikang, director of the Shanghai Used Car Dealership Market Office, told reporters, “The current speed of vehicle renewal is also accelerating. There were more people who had previously changed cars in 8-9 years, and now they will change in 6-7 years. The number of new cars has already accounted for 60%-70%.†However, the used car market is far from saturated in Shanghai or across the country. In developed countries, the volume of second-hand cars is generally twice as high as that of new cars. According to incomplete statistics, the annual sales of used cars in Germany and the United States are 2 times and 2.5 times the sales of new cars, while the UK is 3.5 times. The average retirement period of cars in Western developed countries is 8 to 12 years, and the average period for car renewal is less than 4 years. In the United States, more than 60% of cars that are running on roads are used cars. Americans need to change about 10 cars in their lifetime. The average time for owning a car is less than 3 years. Obviously, compared to China's used car market, there is much to be achieved. Experts predict that “in the next year, the domestic used-car trade will expand rapidly. By 2008, the volume of second-hand cars is expected to reach or exceed the sales volume of new cars.†In the coming year, the second-hand car market in the second-hand car phase will be dominated by companies. Almost all manufacturers and specialty stores have this idea: Add a S to the 4S shop, which is the function of used car trading, and let it become a 5S shop. During the two sessions this year, Zeng Qinghong, executive deputy general manager of Guangzhou Honda Automobile Co., Ltd. submitted a proposal to improve the used car trading market. He pointed out that “government departments should refer to the practices and experiences of developed countries, formulate management mechanisms, gradually liberalize the used-car market, and give business qualifications to brand dealers for used cars. Shanghai Benting Automobile Sales Co., Ltd. is a distributor of Guangzhou Honda. A manager of the booth told reporters that Guangzhou Honda plans to start piloting at the end of 2004. The specific steps are to train first and then rebuild the showroom for second-hand car transactions. After the policy is approved, the transaction will be conducted. In this plan, all brands of old cars can be replaced with new cars from Guangzhou Honda. Starting in January of this year, Guangzhou Honda organized a special store to conduct appraisal training. At present, more than 40 4S stores nationwide participated in the training, and each store has 2 appraisers. The second-hand car transaction exhibition hall has become a problem, and some stores may face shortage of new land resources. The manager revealed, "However, it is unconditional and can be built around the 4S shop. Of course, from the 4S shop business point of view, the closer the 4S shop, the better, but if the nearby land can not be resolved, then this 4S shop may not Including the scope of doing second-hand car transactions.†Some 4S stores that still have vacant land, but obviously are not enough, are considering converting the “originally parked new vehicles and maintenance of completed vehicles†into a three-dimensional exhibition hall in order to make full use of resources. After Shanghai Volkswagen, Shanghai General Motors, and Guangzhou Honda became the pilot enterprises for second-hand car sales approved by the State Administration for Industry and Commerce, Mercedes-Benz dealer Beixingxing Automobile Sales Center also announced that any old cars are Have the opportunity to replace Mercedes-Benz's full range of products. It is reported that the "Second-hand Vehicle Market Management Measures" will also be introduced at the end of the year, when second-hand car transactions are expected to be open to car manufacturers and individuals. There are also many auto manufacturers who are secretly planning how to share the used car market. "But in any case, next year's used car replacement war will surely fight," said the manager of the booth.
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