One Weibo once again sparked the debate on car sales model

Glossary:

4S shop: It is a car franchise mode with “four in one” as the core, including vehicle sales, Spare Parts, service, and survey information. It has a uniform appearance, a unified logo, a unified management standard, and only operates a single brand. The investment cost of a traditional 4S shop is about 20 million yuan. Recently, the cost of building an individual 4S shop has been as high as 100 million yuan because of the surge in land costs.

One microblogging rekindled the debate on the car sales model. Recently, a microblog was rapidly spread on the Internet—“Because the market of the first-line is becoming saturated and the cost of the 4S shop building has increased sharply, the profit is minimal and it is intended to transfer to the second and third line. The broad market is planned to build 120 low-cost 2S stores during the year."

In just one day, the number of times the Weibo was forwarded and commented was more than 300, and the vast majority of them were car manufacturers, dealers, and media professionals. The discussion focused on: As the initiator of the domestic 4S model, this move What do you mean? Will there be more car companies follow suit? Will 2S and even lower investment 1S become the mainstream of China's auto sales in the future?

One stone provoked thousands of waves. It also made the debate around the Chinese auto sales model become the focus of public opinion once again.

Regarding the contents of Weibo and its sources, the person said that he did not comment, and repeatedly stressed: "The current manufacturers have not yet issued any official documents." But this attitude did not make the "pattern dispute" in the Weibo World Cooling down instead attracted more people to participate in it.

If Weibo content is true, Guangben's move is obviously aimed at expanding sales channels and is also aimed at opening up the development potential of second and third-tier cities. It is understood that although Guangzhou Automobile Honda achieved sales of 176,000 units in the first half of this year, a year-on-year increase of 14.2%, the market share of Guangzhou Automobile Honda has declined. Guangzhou Automobile Honda has taken the lead in introducing the concept of 4S stores into China. However, as the auto market is slowing down, 4S stores have become increasingly difficult to survive and operate. It is true that Guangben needs to make adjustments to the once proud marketing model based on market conditions.

With the increasingly fierce competition in the auto market, plus the slump in the auto industry as a whole this year, many brands have adopted a sales channel sink strategy. It is unrealistic and uneconomical to adopt the 4S shop's marketing model in the second, third and fourth tier cities. It may also be minimal to find a dealer. Low-cost, small-scale 2S should be a better choice.

With the development of the 4S shop model and the increasingly limited contradiction between natural resources and market resources, some experts believe that there will be some new models for domestic auto marketing.

Some good people have compared the traditional 4S model and the newly emerged 2S model to the “big and small S” of the car sales model. This has led to a series of question marks—as the automobile market develops, it is a big one. The "big S" is more competitive? Or is the small and flexible "small S" better suited to local conditions?

2S shop 2S shop: Only standard shops that provide vehicle sales (Sale) and after-sales service (Service), compared with the traditional 4S shop, spare parts (Sparepart) and information feedback (Survey) function. According to the economic conditions of the second and third tier cities, a 2S shop will only invest 2 million yuan and invest 1 million yuan in rent.