White paper on the survival status of car dealers under the "war epidemic" - GAC Toyota

A sudden epidemic allowed people across the country to spend a "special" Spring Festival. It not only prevented people from visiting relatives and friends, but also put the once noisy city on hold. Harbin, a city famous for its ice and snow tourism, has no choice but to accept the "silence" in front of it.

Harbin’s tourism business card, when it should have been dressed up, was put on a sad coat by the epidemic. But behind the epidemic, what we see is not only the belief and determination to resist the epidemic, but also the unity of effort to fight the epidemic.

At present, Heilongjiang Province’s epidemic prevention work has achieved great results, and has achieved zero new cases for many consecutive days. All walks of life are entering the stage of resumption of work in an orderly manner. It is understood that the automobile industry in Harbin was basically closed in February. As of March 14, more than 60 automobile 4S stores in Harbin have officially resumed operations, and other automobile 4S stores are also applying for resumption of operations in an intense and orderly manner.

According to Guo Yabin, general manager of the GAC Toyota Harbin Wenhua Xuefu Road store, in view of the proper epidemic prevention and control in the area, the Wenhua Xuefu Road store has been approved to resume work and officially started to resume work on March 13. The store has been fully disinfected, and the pre-sales and after-sales staff are waiting for every GAC Toyota owner to "go home" with the fullest enthusiasm and the highest quality service.

As an automotive self-media cluster, Ghost Douche cooperates with Chenbao Auto View, Che Wenxuan, Liuquanche, Yujie Faner, Daqi Kanche, Xiaoqing Car Forum, Chewenzhi, and Aiche Jueluo, Longche, Northern Auto Market, No. 1 Car, Harbin Car Buying Guide, Driving Views, Happy Sports Car Life, Listen to Me When Buying a Car, Xuanyuan Car Fair, Harbin Car Circle, China Jilin Network, Guandong Automobile Network and other three provinces and four cities in Northeast China More than 20 self-media platforms and websites *** jointly launched the 27th article in the series of reports on the "White Paper on the Current Situation of Car Dealers". Yu Haijie, the founder of Chenbao Automotive, and the joint reporting team made the first call to Heilongjiang GAC Toyota Harbin Wenhua Guo Yabin, general manager of the Xuefu Road store, conducted a telephone interview to learn about their current living conditions.

1. Morning Blast Car Vision·Ghost Car Cluster: Has your company officially resumed work? How many people are currently working in pre-sales and after-sales, and how much is the difference compared with normal conditions? On what day will work resume? What is the current situation?

Guo Yabin of Guangfeng Wenhua Store: Our company officially resumed work in mid-March, and has already arranged personnel on duty since March. ?Currently, about 50 people work every day before and after sales, and basically 70% of employees can go to work normally. After the official resumption of work, the after-sales service has basically entered working mode. Apart from invitations to the sales process, there is no natural entry into the store for the time being.

2. Morning Explosion Car Vision·Ghost Car Cluster: Affected by the epidemic, has your brand’s OEM launched epidemic response measures for dealers? What are the store's response measures? Are effective protection measures taken for store employees going to work and consumers entering the store to view or repair cars? How is it done?

Guo Yabin of Guangfeng Wenhua Store: The OEM has introduced many measures, such as standard procedures and guidance manuals for epidemic protection and procedures. The store strictly follows standard procedures for epidemic prevention. Both store employees and customers are protected. The store is fully disinfected. Employees register and have their temperature taken when going to and from work. Customers register and have their temperature taken when entering the store. All customer contact points have epidemic prevention displays and disinfection. Supplies and disposable gloves, etc. In addition, if customers need masks, the store will also provide them free of charge.

3. Morning Blast Car Vision·Ghost Car Cluster: Although February last year was the Spring Festival, how much difference will the sales volume have compared with the same period last year? Please tell us what the pre-sales volume and after-sales turnover were in February?

Guo Yabin of Guangfeng Wenhua Store: The store was basically closed in February this year, and working from home was only a clue to maintain old customers and new users, without any substantial income.

4. Morning Blast Car Vision·Ghost Car Cluster: What was most affected by the epidemic in February, sales or after-sales? What percentage will the output value differ from the same period last year?

Guangfeng Wenhua Store Guo Yabin: As mentioned just now, the store has been closed in February. Both pre-sales and after-sales have been greatly affected, and the business is basically zero. However, for users' rescue and consultation needs, the store has arranged relevant personnel to respond 24 hours a day.

5. Morning Explosion Car Vision·Ghost Car Cluster: Has the OEM canceled the February assessment indicators? What is the approximate inventory ratio? What percentage difference compared to the same period last year? Will it be affordable if the assessment indicators are resumed in March?

Guo Yabin of Guangfeng Wenhua Store: The OEM has canceled the February assessment. The store performance is zero, the inventory ratio is meaningless, and the actual inventory is not too high. We only officially resumed work in mid-March. If we restore the original assessment indicators, we will definitely not be able to meet them. The factory will generally make flexible adjustments in this regard.

6. Morning Blast Car Vision·Ghost Car Cluster: In response to the current situation, has the OEM launched a dealer support policy? Can we ensure the most rational operation of funds now? Approximately how many cars are purchased in the form of acceptance bills? How much is the approximate interest rate for one month? Where is the most difficult part right now?

Guo Yabin of Guangfeng Wenhua Store: The OEM's policies in this regard are also relatively good, helping dealers communicate with financial institutions and banks, and extending the period for vehicles that are due for financing. Therefore, short-term financial difficulties are not great. Basically all vehicles are financing channels, and the interest is about 120,000.

7. Morning Blast Car Vision·Ghost Car Cluster: Given the current situation, how long can the store last? If the epidemic lasts for three months, in which link will the first problems emerge? Car entry fee, rent or personnel expenses.

Guo Yabin of Guangfeng Wenhua Store: This state will change the consumption model and service model. It is not a matter of persistence or not. If the epidemic lasts for three months, the car payment, rent and personnel expenses you mentioned will be very difficult. Of course, no one wants this to happen. This is not a problem of a single industry, all industries will be greatly affected.

8. Morning Blast Car Vision·Ghost Car Cluster: Are there any non-combat attrition in the store due to the epidemic? Are there any cases of employees self-isolating upon return?

Guo Yabin of Guangfeng Wenhua Store: No reduction in staff. There are cases of self-isolation among employees returning to Kazakhstan from overseas.

9. Morning Explosion Car Vision·Ghost Truck Cluster: The epidemic has caused a decrease in customers entering the store and a decrease in after-sales maintenance turnover. What behavioral changes will this epidemic bring to customers and how to deal with it? What adjustments have been made to customer behavior changes? For example: online car viewing, online sales, and live broadcast car sales. What is the current proportion of online sales? Are there door-to-door repair and maintenance services for existing car owners? What is the proportion?

Guo Yabin of Guangfeng Wenhua Store: There will be more online behaviors. For example, online car viewing and live marketing are being carried out. At the same time, the OEM has also introduced a set of policies and standard procedures such as door-to-door maintenance, door-to-door pick-up and delivery, and door-to-door test drives. However, in reality, there are still relatively few door-to-door test drives and maintenance. You also know that although dealerships have on-duty personnel who can come to your door, most of the communities themselves are inconvenient to travel, so they will not generate much business. However, after the epidemic, this will be the direction, and the proportion of this model will gradually increase.

10. Morning Explosion Car Vision·Ghost Truck Cluster: In response to the reduced liquidity caused by the epidemic, did the OEM increase the discounts on models on sale in February? Are there any subsidies in business policies?

Guo Yabin of Guangfeng Wenhua Store: The OEM has made many policies in terms of door-to-door service, free short-term car rental, financial discounts, simplified car purchase process, installment process, online group purchase lottery activities, etc., and also Increased publicity efforts. After becoming a user of Guangfeng, there will be more activities that directly feed back to the users.

Guo Yabin from GAC Toyota Harbin Wenhua Xuefu Road Store sent a message: Through this epidemic, we have truly felt the greatness of the country, the kindness of the people, and the dedication of front-line medical staff. At the same time, the cohesion and creativity of all walks of life are also vividly demonstrated. As a member of the automobile sales industry, we are essentially more about operating services, doing our best to serve every user, treating every employee well, being grateful to investors, and giving back to the society.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.