It is suggested that pickup companies: pickup trucks should be sold like this.

In the article "The coming pickup truck market, the crisis and opportunities faced by car companies", the author analyzes the coming seven trends of pickup truck industry and the possible opportunities of some car companies in the process of trend changes. This time, I will focus on discussing the sales form of pickup trucks with you.

Before 20 16, the competent authorities listed pickup trucks as truck management, and there were strict mandatory standards in terms of retirement years, urban restrictions, road transport licenses and driver qualification certificates, word spraying, and posting reflective warning signs, so the sales and development of pickup trucks were greatly restricted. In 20 14, the professional Committee of pickup truck SUV of the All-China Federation of Industry and Commerce compiled the Proposal on Changing the Catalogue of Pickup Truck Models with Reference to the Management Measures for Small Passenger Cars, which was submitted to the CPPCC as the proposal of the All-China Federation of Industry and Commerce. After the proposal has been certified by the CPPCC, it will be transferred to the relevant departments for reference in formulating relevant policies. On February 26th, 20 16, the Ministry of Transport and other three ministries jointly issued the first urgent document "Notice on Relaxing the restrictions on pickup trucks entering the city to promote pickup truck consumption". Since then, the State Council and relevant ministries and commissions have intensively issued various policies and standards, such as lifting the ban on pickup trucks entering the city, canceling the road transport license and the driver's qualification certificate, canceling the painting of pickup trucks, and pasting reflective warning signs. From this perspective, it should be only a matter of time before the pickup truck is completely lifted. Pickups will also be another hot-selling model after SUVs. All major car companies are gearing up, and all consumers who like pickups are waiting.

Car companies and dealers can't improve brand exposure and sales. After all, the market is not made by fists, and consumers can't fight back with fists. Looking at the sales of Great Wall pickup trucks and other pickup trucks can reflect the importance that car companies attach to the pickup truck market and their understanding of the pickup truck industry and pickup truck culture. Of course, there are other important factors.

How can we make pickup trucks sell better? After a long period of market research and discussion, the pickup world team believes that car companies and dealers should pay attention to the following points:

First, deeply understand the pickup truck culture, accurately locate and aim at the precise customer groups, and develop and manufacture pickup truck models that the precise customer groups love and are willing to pay for. Relatively speaking, it is easy to understand, that is, who are the groups that buy pickup trucks? what do you use it for? For example, before the official car was changed, Zhengzhou Nissan pickup truck locked in government agencies and major customers of electricity and telecommunications; Before the city lifted the ban on pickups, Great Wall pickups were aimed at rural and suburban users who needed practical pickups. After the lifting of the ban on urban pickup trucks, Great Wall pickup trucks deepened pickup truck culture, and under the existing situation of Feng Jun Series 5, 6 and 7, three subdivided pickup truck systems of passenger cars, commercial vehicles and off-road pickup trucks were introduced. Many people don't understand what layout rhythm is. It won't be long before you can see or taste them in the fierce market competition and taste them again and again.

Second, the distribution of sales channels. The "Report on the Operation of Automobile Dealers in China on September 23rd, 20 19" issued by auto business review shows that the loss of automobile dealers continues to expand. In the first half of 20 19, 44% of the automobile dealers in China were at a loss, while only 29% were profitable, with a total number of less than 9,000. In the first half of 20 19, only 20% of independent brands were profitable, and nearly 60% of dealers were at a loss. According to the analysis of pickup truck world team, the mode of 4S shop is a suitable layout form in a certain period of time. In view of the rapid development and fierce competition in the automobile industry, the high-cost operation and management mode of 4S stores will be replaced by other innovative modes, and the test drive of pickup trucks in urban areas cannot fully reflect its advantages. Therefore, the layout of pickup truck sales channels must be innovative. Only the merchants who sell cars and those who provide services to cars can live better and serve consumers and pickup truck enterprises better. Here, the pickup world team provides the following suggestions: If car companies have laid out a number of 4S stores all over the country and are still alive and well, make good use of existing channels and focus on brand communication, test drive and after-sales service; If the pickup truck manufacturing and sales business has just started, first of all, focus on the layout of national maintenance service outlets. The speed of self-construction is too slow, so make good use of third-party platforms, such as China Automobile Maintenance Association, Chezhuzhu Automobile Service Platform with more than 30,000 automobile service partners, Guangzhou Huasheng Enterprise Management Service Co., Ltd. and other well-known national automobile service chain organizations. With a perfect after-sales service network and policies, sales talents dare to sell and consumers dare to buy.

Third, the innovation of pickup truck sales scene. As mentioned above, the distribution model of 4S stores may not go far in the fierce market competition, but it is impossible for car sales to have a venue scene of display and test drive. How to solve this serious problem? "Pickup World" suggests making full and reasonable use of the mobile Internet, displaying and draining in urban commercial places or places with the largest traffic (such as Wanda or local high-speed railway station and airport), and reconstructing test drive and sales scenes in suburbs, rural areas or scenic spots. It can be supported by the local sports bureau in combination with automobile sports, or by the cultural tourism department in combination with tourism. How to plan is a matter of opinion! To this end, the team of "pickup world" has planned a pickup park that makes pickup culture more highly developed and a 3D, VR online display, modification and personalized customization system that attracts consumers' interaction.

Fourth, pickup truck sales model innovation. In the previous market research, we found that pickup truck companies did not give much support to local dealers, and some local dealers with influence and resources had a better life, because they had stable large customer resources and did not need to spend more energy and cost to expand customers. Dealers without influence and resources are in poor living condition and under great pressure, but they don't have good sales models and channels, and most of them are waiting for customers to come to their doors. Compared with 4S stores, the sales display facade is far from each other, and the sales volume is barely strong. Both car companies and public relations companies entrusted by car companies need an innovative marketing model that can help vehicle sales. After all, the hot sales of Tesla pickup trucks and Great Wall guns are just an example, which is out of reach for some enterprises. For example: Changan Automobile's broker model, how to make good use of the third-party cooperation model, and how to make good use of the riders' association/riders' club.

Fifth, the deep excavation and spread of pickup culture. Some people will say that my only goal is to sell cars. What culture do you tell me? Well, what the author wants to express is that with the correct corporate culture, such enterprises will go further and live better, and those who know the product culture will sell better, such as Le Mans Endurance Race, Dakar Rally, F 1 and so on. There are AMG and Babos in the automobile modification industry, as well as Alpha, the representative of Xiaomi mobile phone and commercial vehicle. The pickup truck industry gradually broke out after all aspects of policy support and lifting the ban. So in the early stage, everyone was in the exploratory stage. It is the first step for some car companies to benchmark the appearance and interior of pickup trucks with famous foreign brands. Whoever can explore the development trend and culture of pickup truck industry more thoroughly will lead the industry. This seems to be the case at present. Whether there are any variables in the future depends on the overall strategic level of pickup truck enterprises. In terms of pickup culture, we can focus on the combination of road travel, photography, automobile races, personalized customization, modification, special vehicles and RV.

Sixth, brand promotion and communication. In recent years, some pickup truck companies I have seen have not done enough in brand promotion and communication, probably because of policy restrictions and have not paid special attention to pickup truck business. At present, there are two obvious brand promotion and communication modes, one is to participate in competition, and the other is to customize personality. Not many people really pay attention to domestic automobile races. Brand exposure and communication are quite limited, and personalized customization also has great limitations, either too professional, attracting narrow groups, or mass customization, which is far from real personalized customization. The pickup world team believes that brand promotion and communication is a systematic plan, and a whole set of overall planning is needed from the planning of vehicle models to the completion of vehicle sales. There are several good opportunities for brand promotion and dissemination: in the early stage of R&D, all consumers and media can participate in market research, vehicle name collection, planning and design competition, R&D and manufacturing; Before the new car goes on the market: invite consumers to test drive, media test drive, collision test, etc. When a new car goes on the market: press conference of new car listing, delivery of the first new car, local exhibition, test drive of local exhibition, planning marketing competition, modification competition, etc. After-sales of automobiles: plan all kinds of pickup-related activities that combine online and offline, such as pickup-truck refitting contest and assembly on the road. , create some unique IP that is not easy to copy, attract new and old customers, and drive new car sales. Remember one sentence: let consumers tell consumers whether this car is good or not and whether it is worth buying, which is n times better than car companies planning n activities and blowing N cows themselves!

In short, whether the pickup truck is good or not depends on whether the market recognizes it or not, and whether consumers recognize it or not. Building a good car is only the most basic work. How to make people who sell cars live better and let consumers buy with confidence is the most crucial thing.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.