What is the car tangible market? In short, it is a place to focus on trading cars and accessories, such as the automobile trading market, automobile city, automobile park, used car market, auto parts trading market, auto parts city and so on. Compared with the scattered layout of 4S shops, repair shops, car beauty centers, etc., consumers can shop around. Since many departments such as industry and commerce, traffic control, and taxation are stationed, consumers can enjoy the “one-stop service†of buying and changing cars.
In 2004, the "Implementation Measures for the Management of Automobile Brand Sales" (hereinafter referred to as the "Measures") mainly promoted the 4S shop model dominated by manufacturers. After a long period of time, the development of the tangible market was somewhat restrained. In recent years, due to the rise of the real estate market, a part of the tangible market has undergone transformation in the adjustment. With the automobile 4S shop and commercial real estate as the two “driving wheelsâ€, it has embarked on a track of rapid development.
Recently, the auto industry has experienced frequent new policies. For example, the SAIC has stopped the authorization of the general distributors and brand dealers, the National Development and Reform Commission and other departments to promote anti-monopoly, and the Ministry of Communications introduced the "Guidance Opinions" to promote the transformation and upgrading of the auto repair industry. Some people speculate that the tangible market will usher in new development opportunities and open a new golden age.
I don't fully agree with this. I think that for the tangible market, the challenge will outweigh the opportunity.
Why do you say this way? Let us first look at what has been driving the development of the tangible market over the years? In other words, where are the advantages of the tangible market?
In general, the development of the tangible market over the past two years has two major advantages: First, it can gather popularity and has a large passenger flow. Why are people willing to come? Because the car brand is full and variety, in the past, consumers' awareness of the brand is not high. Many products need to be recognized and compared through the platform of the tangible market, and this platform can also be used to shop around and bargain. Second, the supporting services are perfect. Due to the entry of various departments related to the vehicle, it is convenient and convenient for consumers to handle various procedures. The support of relevant government departments has promoted the formation and development of the tangible market, which is more evident in the old car market.
Counting the recent car new policies, the opportunity for the new car's tangible market is only "half". For the auto parts market, it can be counted as one. why? Because the second-tier dealers who entered the tangible market of new cars were originally under their protection, although they did not have brand authorization, they have been invoicing and selling cars. They are also doing business. After canceling the brand authorization, the “underground†has become “groundâ€, which can be justified. Selling, you can also sell different brands, and the degree of freedom is greater. However, the new car tangible market should not forget, in the past due to policy control, its "asylum" privilege also brought a lot of convenience for investment. As for the auto parts market, after the supply of Spare Parts is released, the existing parts suppliers can open up new procurement channels, and it is also possible to add some new merchants.
The challenges facing the tangible market are much greater than opportunities. What is this challenge? It is the mobile internet.
The biggest change in the mobile Internet industry in the mobile Internet industry is that the contact point between the product and the user has changed from tangible to intangible. Over the past decade or so, under the "suppression" of the "Measures", the tangible market can still grow tenaciously. One of the most important reasons is that the tangible market is the terminal platform for consumers to contact with automobiles. Today, the role of this platform has been severely weakened. We can see that the traffic to the tangible market is far worse than before, and the influence of the published information in the local market is not the same. It can be said that the mobile Internet has pushed the physical market to a new crossroads.
Where is the future of the tangible market? I think the only way out is to transform. How to transform? Here are three words for reference only.
First, "all". The "all" mentioned here has two meanings. First, the tangible market should continue to take advantage of the "all" of the previous varieties, use this brand authorization to stop the record, and attract various levels and merchants to settle in, using "all" Attracting users to go; Second, the service is full. Some people have proposed to upgrade the tangible market to “urban automobile life complex†and provide various automobile culture, leisure and catering services. I agree with this.
Second, "special". I have something that others don't have, and it highlights the characteristics. For example, the Asian Games Village auto trading market recently launched the "parallel import car exhibition area", "new energy auto exhibition area", "modified car exhibition area" and so on. Due to their individuality and small size, these auto products are not suitable for sale in the traditional 4S shop. Opening such a pavilion can attract both popularity and brand.
Third, "net". In the long run, the tangible market must transform to the Internet, and use its existing advantages to transform into the largest local online trading platform and maintenance service platform, and launch multi-level sales services and different types of maintenance services under this platform. Make the existing tangible market a small part of this big network platform. Only by doing this can the transition be basically completed.
Compared with the 4S shop model, the integrated operating cost of the tangible market is relatively low. In response to the revolution brought by the mobile Internet, it has certain inherent advantages. But in this revolution, all kinds of forces will not sit still. From this perspective, the tangible market is also facing life and death.
For today's tangible market, it is neither a dark age nor a golden age, but an era of transformation with all-round transformation.
The era of change will lead to the golden age.
Who will finally see this era? Destiny is in the hands of the tangible market.
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