This article comes from WeChat public account: Sanlian Electronics Factory Pro, Author: Senai, Edit: Benjamin, Title: AI Generation
The current new energy vehicle market looks like a chicken blood. On the mileage of the sample car in the store, tens of thousands of kilometers are displayed.Full, the test drive is full, and the master of is busy.
Some young people take the test drive as part of life. The life in the city is very boring. You can arrange for the weekend to test the driver with your friends to go to the suburbs. "You feel the weekend.The sales of the test drive of you have gained performance, and you dont have to output words in the stores mouth. To some extent, they have to thank you.The sales of 4S shops are not afraid of peoples free test driving for free. In theory, as long as you dont really drive the car to pull the living, no one cares about you, they are afraid that no one will come.
There was a travel blogger Li Cha. On his social media, it was full of landscape photos and travel logs around the world.But since the fire of the new energy vehicle, his interest has turned around, and he started to take a test drive as a trip. He picked a new energy vehicle every week. The test drive became a new trick he explored the city and enjoyed life.He likes to drive new energy vehicles with different brands, shuttle in the streets of Beijing, and sales have become his fans.
This is a new type of genre -test drive travel.
Xiao Li took these test drive experiences into videos and threw it on the social media. His test drive VLOG not only recorded his love for new energy vehicles, but also became himAn expression of life attitude.The video was hot, and Xiao Li also changed from a travel blogger to a car blogger.His video provided the audience with a steady stream of shooting materials, and also made him the fragrant citron in the eyes of the car sales.As long as Xiao Li has tested in a store and seemed to know the car, he could receive a test drive invitation to sell different brands. They wanted to use Xiao Lis influence to attract more young consumers.
The current young peoples enthusiasm for new energy vehicles is getting higher and higher, and the automotive sales industry has to follow. In order to attract customers, some brands not only provide rich test drive activities, butThere are also various discounts and gifts. Xiao Li wrote a blog post "test drive and sales, which is the real match of heaven. Fortunately, I have not started traffic jams."
1. Fancy test drive, new game of young people
The fancy test drive of the young people has now beenBecome a new trend, even some witty young people, turned the test drive into their temporary "cars", and tried to the end.
When the context of the city is intertwined with the rhythm of new energy, test drive is no longer just a choice. It has entered the life of young people, a new social symbol, or in other words,It is a new way to explore the world.
Someone summarizes the benefits of test drive.Some internal activities will be pushed for you, and the interior of the car can be earned.explore.Every time I test drive, she carefully paired with clothing, chose the shooting location embraced with the temperament of the model, and recorded each test drive journey with the lens.From the prosperous urban area to the fashionable new world, every test drive from Xiao Yang, in her words, "very good".Her fans not only paid attention to her dress, but also had a strong interest in the new energy models she tested.
Cross -border has become a traffic password, but for those who really want to buy a car, through a large number of frequent test drives, the stability and of the future stability andSafety is also the choice of most people.
Zhang Min is a programmer in Shenzhen. He usually has a busy work and has no time to go to the 4S shop to see the car. ThereforeGo to the company.This saves time and can experience the driving experience of different models.Xiao Zhang also used the weekend time to drive a test drive to travel for a long -distance trip to explore places where there is usually no chance.
The process of reservation test drive is usually very convenient.Interested consumers can make an appointment through the brands official website, official app or customer service hotline.After selecting the models and test drives that you want to experience, submit personal information and driving license information to complete the appointment.Dealers will arrange test -drive vehicles and routes based on the appointment.On the day of the test drive, consumers need to carry a drivers license and ID card, sign a test drive agreement, and then start the test drive experience.During the test drive, professional sales consultants will be accompanied, just like the driving school coach is responsible for the safety of the whole process.
Some models need to pay a part of the deposit of 4S stores before the test drive, ranging from 1000 ~ 3,000 yuan, but it is clear that some witty users have earned the deposit backIts right.
The test drive has become a free ride.Some people even developed a charter gameplay, which can be described as the essence of "car as the home".
"On the first day of the car, I was attracted by the intelligent function of the new energy vehicle. In the pastI can easily get it. The second day coincides with the Mid -Autumn Festival. I decided to pick up my family for dinner with a new car and give them a surprise."
As young people love to new energy vehicles, the automobile sales industry is also adapting to this change, and various flowers are used to attract youngconsumer.For example, publicity and promotion through social media platforms, using short videos and live broadcast methods to increase their interaction and participation with young consumers.At the same time, many brands have launched in -depth test drive activities, allowing consumers to have more opportunities to experience the charm of new energy vehicles in person.
"The shops that can be delivered across the city, Nezha can be packed for three days, and some of BYD can go to a professional rail."
"Sales and potential car owners, basically a willing to play, one is willing."
Two swords "As the market competition intensifies, the sales industry has become more and more" volume ".In order to attract customers, some brands not only provide rich test drive activities, but also launched various discounts and gifts, such as test drive gift packages and professional photography services.
More, in order to increase sales, some dealers will take the price reduction strategy and change the price in order to increase the market share in the short term. For exampleThree months, when you are adapted to the familiarity with this model, you can discount when you buy it. Only you cant think of it.
Although these strategies may be valid in the short term, they also exacerbate the inner volume of the market, making the competition in the sales industry more intense, and some sales have begun to spit.
"There are still such people, and find a test drive if you dont want to take a taxi."
"What are you, I have a young youth, I have a youngThe customer wants to borrow the car in our store for three days in depth. The reason is that he will return to his hometown. The cost of the oil car is too high.In the rivers and lakes sold in the car, dealers are like a group of martial arts masters. They wield their three sharp swords, vowed to be in the hearts of customers.Carved your own mark.Since 2019, the price war that has no smoke has shaken the BBA and a large foreign brand, and it has reached the most cruel stage.
Some dealers do not hesitate, and the configuration war is a delicate embroidery kung fu. Each customized configuration is a deep insight into customer needs.The service war is a long -lasting war, and each smile service is a silent commitment to customers.The difference is that some people like superficial kung fu, and some people like the quality of Inner Xiu.
Selection models are actually selected.
In the era of fuel vehicles, the competition of dealers is still relative to tradition.With an uncle Jiang Wu Faner accompanied, it is as delicate as a housekeeper. "At that time, all competitions also started between the square inch of the physical store.
The advent of the new energy era, the sales methods have become fullPlay, play with them, go to play wherever you want, go to play, directly raising the intensity of competition several levels.There was a sale on the Internet. "Extremely low -cost or cost -free test drive solutions have been fed back to the market, and the sales side is back."
Zhang Wei is a header.The young sales consultant of the echelon, he knows that if he wants to stand out in this competition, he must be a bit "black technology".Therefore, he directly set up his live broadcast room, and began to teach young people to make an appointment for test drive every night."Buying a car is not just to buy four wheels, but also to buy a life attitude!" His video not only showed the performance of the car, but also incorporated humor and creativity, so that fans were allowed to fansWe have a strong interest in cars in laughter.
The dealers in his next shop are not outdone. They teamed up with KOL, like a large net on social media, using interesting content and interactive activitiesAttract young customers.Daily live broadcasts, you can often observe a strange scene. The PK scenes of the two stores moved from offline to the online, and even PK will be the same. Of course, it is likely that the two stores are making a joint show.
Three, behind the inner volume, the overcapacity
In the field of new energy vehicle sales, the test driving volume is 4SOne of the key KPIs of the store sales department will have a significant impact on the operating strategy of dealers.To improve this indicator, dealers may adopt various promotional activities and optimize test drive experience to attract potential customers.Through test drive activities, dealers can not only show their vehicle performance directly to potential customers, but also collect customer data for subsequent precision marketing and customer relationship management.
According to the data of the China Automotive Circulation Association, the comprehensive inventory coefficient of the car dealer in April 2024 was 1.70, an increase of 9.0%month -on -month, an increase of 12.6%year -on -year. The inventory level was above the warning line.The pressure of dealers has risen.Behind the frequent sales of sales, it is actually a huge amount of inventory. It needs to reduce the pressure by increasing the test drive rate and sales volume.
According to the report, dealers generally face the problem of tight capital chain, which makes them more difficult to deal with market changes.
In order to meet market changes and consumer demand, dealers need to adopt differentiated competition strategies.This may include providing unique after -sales service, customized financial solutions, or enhanced customer experience through digital means.For example, some auto brands through IP co -branded, cross -product marketing and other creative gameplay. When the well -known carmaker Han Lu, when he lifted the car, he sent a creatively sale to each customer.Give your child.
The "volume" phenomenon of the new energy vehicle market is also a characteristic of the industrys growth stage.With the maturity of the market, the governments subsidies for new energy vehicles have gradually declined, and enterprises will pay more attention to improving their competitiveness and profitability.
programmer Zhang Min was scared after testing a domestic new energy SUV on the day of the test drive.After a few months, the test drive is estimated to be able to go abroad.p>
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