2023 is coming to an end, and new energy logistics vehicles have achieved good results. According to the statistics of tram resources, from January to October this year, a total of 201967 new energy logistics vehicles were sold (excluding logistics heavy trucks, pickup trucks, and cross-type passenger cars), an increase of 32 compared with last year40%。
In addition, Jiyuan, Yueyang, Huangshi, Xuchang and other cities have also come to the good news, the green freight distribution demonstration project has officially entered the acceptance stage, and the freight distribution model is moving towards intensive, efficient, green and orderly.
In the context of such a good development, new energy logistics vehicle dealers have complained bitterly, and have reported that they cannot complete the annual sales target this year, and some have not even completed 50% of the target.
Under the momentum of new energy logistics vehicle sales, what is the reason why dealers cannot complete the sales target?Where should dealers go next to increase shipments?How do you set sales targets for next year?
Two "mountains" pressed down, dealer Alexander
Tram resources visited to understand the new energy logistics vehicle dealers, up to the industry for ten years, down to the four or five years in the industry, all said that this year's sales target is only about 50% completed, the goal is not as expected, blamed on the previous mask environment is one thing, more important reason is in factThe dual impact of the epidemic + the withdrawal of national subsidies, which makes it even more difficult for dealers.
In addition to the reasons of the epidemic, the impact of the withdrawal of the national subsidy last year was also great. Dealers have a lot of new and used cars, and they are selling them at a loss this year, which has created a vicious circle for the industry. And the low-price sale of inventory also affects the current new car **, no matter what, it is a loss, plus the main engine factory used a lot of batteries and cars last year, these assets are overwhelming, and the products on the market are not the lowest, only lower. ”An unnamed Xinyuan first-class dealer in Chengdu said.
The wait-and-see mood of drivers is relatively heavy, and now the market is insufficient, the number of shipments in the transportation industry has declined, and the amount of financial loans has been reduced, resulting in a lack of confidence in the market and a decline in the desire to buy. ”He Hongtong, general manager of Henan Jinchan Automobile Sales, said frankly
The impact of the epidemic and the withdrawal of national subsidies on dealers is also reflected in the significant reduction in sales profits of single vehicles this year.
At that time, the profit of our single car is still 10,000 yuan, and now the profit of a car has dropped directly to about three or five thousand yuan, assuming that the annual operating expenses of a company are 1 million yuan, selling hundreds to 1,000 cars a year, and the profit of hundreds of thousands of yuan still cannot cover the operating costs, and there are still so many people to feed at the bottom. ”The Xinyuan dealer revealed
Overall, in the face of the dual impact of the epidemic and the withdrawal of national subsidies, dealers' parrying power is still weak, and it is helpless to choose to empty inventory at a low price.
How can dealers stabilize their position and increase sales?
Here, tram resources also want to talk to you about how to effectively improve the living environment of dealers and increase sales in the future.
On the one hand, it is how the OEMs can help, and on the other hand, how the dealers can save themselves.
The sales pressure of OEMs this year is also relatively large, and the targets have been raised compared with the same period. If there is any adjustment measure for the main engine factory, it is to let Witlink and Haoyong use this asset company to operate together with dealers;Or let those customers who can't do financial in the market do it through the factory money, the loan amount will be higher than the market, and the black and gray households can rent the best vehicles through the factory money. ”Ho told Tram Resources.
That is to say, the main measure of the main engine factory to increase sales is to cooperate with dealers and asset companies to do joint operations and help dealers, and on the other hand, to make loans to black and gray households through factory funds to increase sales.
In fact, OEMs have other measures in terms of increment, but they are not conducive to improving the living environment of dealers. For example, some OEMs will choose to increase specific networks and add dealers, and the new dealers may set the product to a lower level in order to attract customers, which will lead to the same car in the same city, which will not be unified, which will not only help the dealer's living environment, but will also exacerbate the deterioration of the market.
Then, for the self-help measures of dealers, the two dealers who do traditional sales and after-sales service and rental and transportation services, give different views.
New energy logistics vehicle dealers, who have been doing traditional sales and after-sales business for ten years, said that they are engaged in some common preferential subsidies and benefits, and will not easily engage in some novel activities. First, the company has a certain source of customers and reputation, and the sales volume can be covered, and it is not afraid of serious lossesSecond, I am afraid that after trying new marketing methods, the cost will not be recovered, and once I step on the pit, there will be no turning back. "Now it's a dead carry, there are few new cars, if you can't sell it, you can also support yourself by doing after-sales service. The Xinyuan dealer said.
In addition, for dealers who have carried out leasing and transportation business, the self-help method is mainly from:Both financial and supplyStart with.
For example, fromCan there be more innovation in financial products?, which can provide more users with different ways to own cars;Secondly, the number of active drivers on the freight platform is now large, and dealers can be appropriateAdd some actual offline warehouse transportation businessIf you want to improve the overall profitability of the enterprise, it is not enough to rely on the profit of a single car, and you must also do the operation service of the user in the later stage, including the supply of goods, after-sales, etc. Ho Hongtong revealed to Tram Resources.
In fact, now some dealers will try to subsidize operating costs with high loans, but this practice is often based on consumers stepping on the pit, once unable to fulfill the promise to the driver, then the driver's vehicle default rate will not decline, the entire industry is in a vicious circle.
Summary
Based on this, dealers in the setting of next year's sales target, can take into account the national subsidy decline of the general environment and the small environment of the industry ecology, according to the actual sales amount of this year, ** 10%-20%, and the sales target is not only specific to the monthly month, but also should be responsible for the person, quantified to the person, subdivided into the specific work.
More importantly, it is necessary to give the following employees strategies and methods to accomplish their goals, and when employees have the hope of completion, they will go all out and exceed expectations.
After all, serve users well, gain their trust, and when the industry environment improves, those who have not been eliminated and can survive must be those dealers with good reputation and customer sources.
For more ways for new energy logistics vehicle dealers to survive, please pay attention to the Tram Resources hosted in Suzhou on December 24-252023 The 7th China New Energy Logistics Vehicle Green Urban Distribution Conference, thenLeading enterprises from logistics, business flow, freight, and transportation capacity, as well as industry experts from the whole industry chain, as well as more than 200 new energy logistics vehicle distribution operators, will gather here, to discuss the operation pattern and development strategy of the first dealer, so stay tuned!