In the context of increasing competition in the global automotive industry, new brands and technologies are emerging, bringing unprecedented challenges to traditional car manufacturers. As a Swedish automaker with a history of almost 100 years, how does Volvo meet these challenges?And how will we grasp the direction of future development?Let's listen to what Volvo Yu Kexin thinks about these issues.
It is worth mentioning that Volvo's market share in June reached 7%, a year-on-year increase of 11%, also a record high this year. The market share reached 61%, a year-on-year increase of 01%, outperforming across the board**. At the same time, the sales ratio of Volvo's 300,000-400,000 models continues to rise, the terminal price of its models is stable, and the profitability continues to increase.
Explore the direct sales + 4S store channel model.
In the Chinese market, Volvo Cars is the first luxury brand to open an official direct sales model. Volvo's direct sales are completely based on the dealer system, which is to truly provide users with high-quality car purchase services to achieve a win-win situation for all parties.
Yu Kexin, Vice President of Sales of Volvo Cars Greater China Sales Company, said, "We are a B2C model, dealers are intermediaries, and we are channel providers. We provide products and they provide services, and the model is the same as that of convenience stores and bubble tea shops. "Now the main job is to lead the channel to manage the sales structure, and improve the profitability of dealers through the improvement of products and services, rather than blindly subsidizing. The direct sales model itself is simple, but what Volvo wants to achieve is a combination of online and offline models. According to official data, Volvo added 20 4S stores in the first half of the year, forming 281 offline sales outlets covering the whole country.
Yu Kexin also said, "We want to do a non-wholesale, without any financial pressure of the sales model, you can sell cars according to the unified, do not have to worry about bargaining, the direct sales model makes dealers have no cost pressure, and at the same time can maintain a stable gross profit, investors are willing to accept this model." We need to build a more perfect channel system through continuous communication and understanding, and finally come out of a direct sales + 4S store model suitable for Volvo. ”
New forces how traditional luxury competes.
When asked whether Volvo will feel the pressure from the market and what kind of considerations it will have in the future, Yu Kexin said, "It is impossible to have no pressure, and in the end it is a war to grab people, and all brands are grabbing customers, and there will definitely be overlapping customers, and the highest overlap rate must be the head market." As for the status of the rivers and lakes in the future?Volvo itself is not an immutable brand, and the future will definitely develop in the direction of electric vehicles, so we will not be submerged in the torrent of the times, and we will launch better products and services to create a better travel experience for more users. ”
Attentive service can retain consumers.
In July last year, Volvo Cars released a new brand after-sales service concept: "Make safety more comprehensive", including parts lifetime warranty, appointment for fast maintenance, free pick-up and delivery of cars, ultra-long hours, exclusive scooters, all-weather protection, a total of six service commitments. Many of these services have become the first in the industry, which not only reflects Volvo's sincerity in service and confidence in the quality of its own products, but also brings the brand to leapfrog growth in China.
In conclusion, in the face of the challenges of the new brand, Volvo Yu Kexin firmly believes that it will maintain its leading position in the automotive industry through its excellent quality and innovation capabilities. At the same time, he also made it clear that electric vehicles will be an important direction for Volvo's future development. Yu Kexin said that Volvo will continue to uphold the brand concept of "safety and environmental protection", and provide better products and services for consumers around the world through technological innovation and service upgrading.