According to the data of the Federation, the wholesale sales volume of new energy passenger cars in March was 56,000, down 49.2% year-on-year and four times higher than that in February. Although the domestic sales of new energy vehicles are still lower than the same period of last year, the sales volume has been rising.
The growth of sales volume is also inseparable from the sales channels of driving companies. Previously, due to offline obstacles, car companies were exploring new ways to sell cars online.
After entering April, the epidemic situation in China has eased, residents can go out to engage in normal work activities with good protection, and many offline shops have become active again.
Then, as a new energy vehicle, what is the recovery of offline channels in Beijing? Did it open in time? How have the passenger flow and sales volume changed compared with before the epidemic?
With these questions, Che Dongxi recently visited the offline stores of Beiqi New Energy, BYD, Geely New Energy, SAIC New Energy, Xpeng Motors, Weimar Automobile, Weilai Automobile and Tesla to fully understand the offline sales channels of new energy vehicles.
1. Are all brands back to work? Various measures to ensure safety
The first stop of the bus went to the automobile trading market in Beichen Asian Games Village, Changping District, where Xpeng Motors, Weimar Automobile, GAC New Energy and Geely New Energy all went offline.
After arriving at the automobile trading market, Chedong found that he had started to return to work in an all-round way. At the gate of the market, there are inspectors to check the temperature of the people entering the park. After measuring the temperature, Chedong entered the site smoothly.
▲ Entering the trading market requires temperature measurement.
Subsequently, when entering Weimar User Center and Xpeng Motors offline store, the temperature was not measured again.
Due to the epidemic, Che Dongxi learned from the clerk at Xpeng Motors that Xpeng Motors can provide on-site test drive service at any time. The consumer can make an appointment in official website, and then the service staff of Xpeng Motors will contact the customer. After the time is agreed by both parties, Tucki will deliver the car to the customer's home and disinfect it for the owner to test drive.
▲ Tucki G3 waiting for delivery
The shops in Beichen Asian Games Village automobile trading market are relatively relaxed in the detection of people entering the store. After the temperature is measured at the entrance of the market, the shops entering the market only need to register, and there is no need to check the health code and ID card, which reduces the resistance of passenger flow.
When entering the stores of BYD, SAIC Roewe and Geely New Energy located in Xisanqi, temperature measurement registration must be carried out at the entrance of each store. When entering the stores of SAIC Roewe, customers are required to provide travel information for nearly 14 days, or show the information of Jing Jianbao to the clerk, who can only enter the store after taking photos.
▲ BYD 4S store
Judging from the traffic of cars and things, the offline sales stores of new energy in Beijing have basically started to operate normally. In addition to wearing a mask and taking temperature, the store will be disinfected regularly.
▲4S stores require customers to wear masks to enter the store.
The business hours of most stores are from 9: 00 am to 7: 30 pm 17: 30 pm, while the business hours of experience stores like Tesla and Weilai in large shopping malls are basically synchronized with the business hours of shopping malls.
In addition, there are no obvious layoffs in offline stores. In Weimar's delivery center, there are even new employees who joined the company after the year. These employees have been working full-time, and the impact of the epidemic on offline stores is gradually decreasing.
Second, the passenger flow has decreased significantly? The promotion of car companies has increased.
Since February, Beijing minibus index office has released? 2020? What year is this year? 1? The notice of individual and unit demonstrating the application of new energy passenger car index configuration shows that there are 54,200 vehicles in this period. People get personal new energy vehicle indicators.
Therefore, after the opening of the new energy vehicle offline experience store, many people began to enter the store to experience various new energy vehicles.
Despite this, the clerk of many car companies' offline sales stores also told the car that the number of customers is still not too much. Few customers usually come to see the car. On weekends, there will be more people. When the store holds activities, there will be more people.
When the car was in BYD 4S store, I found a marketing activity in the store. After placing an order on the same day, customers can draw a lottery, and the store is full of gifts. They can also provide customers with certain preferential policies according to different models. Judging from the signs displayed on the spot, 25 customers have already made an appointment for the morning activities.
▲ BYD 4S shop is rich in prizes.
Che Dongxi also noticed that the BYD 4S store held simultaneous live broadcasts on its official video platform while holding activities.
In addition, when Che Dongxi visited, he found that SAIC Roewe was also holding activities. The clerk told Che Dongxi that these activities will last until the May Day holiday, and now it is only the first time. At the scene, we can also see that many car owners have already paid the deposit.
▲ SAIC Roewe 4S store is also holding activities.
In addition, it can be seen from the scene that the owner bought Qin Pro? EV, the deposit 1000 yuan can be deducted from 20000 yuan.
Geely New Energy also offers real money and silver preferential policies. The clerk of Geely New Energy told the riders that after paying a deposit of 3,000 yuan at the store, they could get 30,000 yuan.
Weimar Automobile also launched a certain preferential car purchase scheme in March, with the minimum down payment of 1 10,000 yuan and low interest installment, but this preferential scheme ended at the end of March. The situation of Xpeng and Weimar is similar, and there are also preferential policies in March.
▲ Preferential policies before G3 in Tucki.
Che Dongxi learned from the visit that at present, new energy sales stores mainly focus on offline sales. BYD will broadcast live on its official video number, but the live broadcast time has not been fixed. The event will only be broadcast live when there is an event. The clerk of Geely New Energy told Che Dongxi that they occasionally broadcast live online.
New car companies provide door-to-door test drive services, while traditional car companies do not do much in this regard. A clerk of Geely New Energy said that they had provided door-to-door test drive service at the beginning of the epidemic, but now they have stopped providing door-to-door test drive service with the impact of the epidemic.
Third, the performance of the new car company exceeded expectations? Weilai Tesla is very popular.
When looking at the car, I also found that the passenger flow of the new car company's shop will be significantly higher than that of the traditional car company's 4S shop.
When the car entered Weimar's customer delivery center, it was not as deserted as the car imagined, but very busy. Almost every sales consultant is introducing models to customers who enter the store.
▲ Many customers in Weimar Automobile User Center are watching cars.
When entering the market, the Automobile Association noticed that there were many Weimar vehicles on both sides of the road in the park, and the inventory was very sufficient, so customers could pick up their cars directly here. In the store, the Automobile Association also saw that some customers were already handling the financial business of buying a car.
In the communication with the clerk, Chedong learned that the store reopened after the New Year and the test drive business had already resumed. The owner can make an appointment for a test drive in advance, and then the clerk will disinfect the vehicle and provide it to the customer.
▲ A large number of Weimar new cars are parked on the side of the road.
In addition, the car is located in NIO, Chang' an street? House also saw two cars, ES8 and ES6, which were put in the experience store by customers.
▲ Weilai will disinfect the vehicle every two hours.
There is also a car parked outside the door for a test drive. Customers need to make an appointment with the store in advance. After the time is coordinated, the owner can test drive, and the staff will disinfect the vehicle before the test drive. In addition, Weilai also supports door-to-door test drive service, which Weilai has been doing and provided many times during the epidemic.
It is precisely because of the continuous efforts in sales and the increasingly mature brand image that the sales of Weilai Automobile are also growing. According to the data of the Federation, Weilai delivered 1.533 new cars in March, up 1.7% year-on-year and1/6.8% quarter-on-quarter.
Its model ES6 also maintained a steady sales volume. Since June 65438+ 10, it has entered the top ten of new energy vehicles for three consecutive months. In March, it sold a total of 1479 vehicles and won the eighth place. It is also the best-selling new force vehicle model.
Recently, Weilai also delivered the new ES8. Weilai said that 20 18 models have been upgraded by 188 items. The new ES8 is also equipped with 100kWh battery pack for the first time, and its NEDC cruising range reaches 580 kilometers, far exceeding the original 425 kilometers, fully making up for the short battery life of the old models.
With the official delivery of the new ES8, Weilai's sales will probably go to by going up one flight of stairs next.
In addition to visiting the offline stores of domestic car companies, the car also came to the Tesla offline experience center in Indigo. When the car arrived at the store, there were many customers in the store looking at the car. This shop is small, and there is only one model in it. X and a domestic model? 3。 A number of Tesla vehicles are also parked outside the store, and customers can test drive directly.
When I looked at the car, I found that many car owners were domestic Molde? 3 Stop in front, and many passengers get on the bus. Can you see a large number of passengers interested in domestic models? 3' s interest is still relatively strong.
▲ Tesla INDIGO store
But models? The sales volume of 3 is really worth the public's expectation. According to the data of the Federation, Tesla has won the domestic new energy sales champion for three consecutive months this year. Models? 3 Accumulated sales of new cars 10 160, nearly twice the sales of BYD Qin EV 5066.
And this month, Tesla Model? Long battery life version 3 was officially listed in China. The NEDC life of this car will reach 668 kilometers and the price will be 339,000 yuan. According to official website news, domestic rear-drive long-life vehicles? Delivery is expected in June. In addition, domestic models? The high-performance all-wheel drive version has also been booked, and the price before subsidy is 465,438+0.9 million yuan.
With these two versions of Tesla Model? After entering China one after another, the competitive pressure of domestic new energy automobile enterprises will be further increased, and Tesla, a catfish, will completely stir up the domestic new energy automobile market.
However, compared with the popularity of new car companies, the new energy 4S stores of traditional car companies are slightly deserted. During the visit, Chedong found that the 4S store of BAIC New Energy has also started to operate normally, but during the visit, it was found that there were few customers watching cars in the store.
This may be related to the innovation of marketing methods of BAIC New Energy. BAIC New Energy requires dealers to make full use of interactive platforms such as Aauto Quicker and Tik Tok, which can be broadcast live and have a wide audience, to introduce products to consumers and "move" daily sales work online.
In addition, in the stores of GAC New Energy and Geely New Energy, cars and things feel deserted. BYD and SAIC, similar to Geely New Energy, are holding marketing activities. In contrast, the number of customers of Geely New Energy Store is relatively small.
Fourth, the sales volume is far less than that of the same period last year? May Day may usher in a peak.
During the visit, the clerk of each new energy vehicle offline sales store did not clearly indicate the sales situation in the store, but according to the clerk, the passenger flow in the store decreased significantly compared with that before the epidemic. In the first three months of this year, the sales volume of new energy vehicles nationwide dropped significantly compared with the same period last year. It can be inferred that the sales of these stores should be much lower than the same period last year.
In terms of vehicle sales, since most new car companies only sell one car, customers have few choices.
At present, BYD has a variety of cars on sale. Judging from the customer's reservation, customers are more interested in BYD Yuan EV and Qin Pro. The awareness of EV is relatively high. These two cars have good prices and reputation. Many customers have chosen these two cars, but the orders of BYD Tang EV and Song EV are not too much, which may be related to their higher prices.
▲ BYD's car booking list
More interestingly, the car also saw on the list that a user had booked a BYD Korean EV. At present, this car has not been listed, and there are already some potential consumers.
It is reported that the delivery cycle of various car companies has not been directly affected by the epidemic, and the delivery cycle of vehicles is basically the same as before the epidemic.
In addition, for users who have already bought cars, the maintenance services of several offline stores of new energy vehicles have also resumed. I saw the car in the car trading market of Beichen Asian Games Village. At the beginning of the epidemic, the owner can contact the sales consultant in the store in advance and then drive the vehicle to the door of the trading market. The sales consultant in the store will bring the car in for maintenance at the door and then drive it out to deliver it to the owner.
▲ Prevention and control measures for Beichen Asia City
For car owners who are inconvenient for maintenance, many car companies also provide extended warranty policies. It is understood that BAIC New Energy and BYD have provided extended maintenance policies to car owners.
Generally speaking, the offline stores of new energy vehicles in Beijing have returned to their pre-epidemic working conditions. These shops are disinfected every day, and the staff need to take their temperature, wear masks to work, and make a lot of epidemic prevention preparations.
With the arrival of the May Day holiday and the issuance of more than 50,000 new energy licenses in February, the sales of new energy vehicles in Beijing are likely to increase.
Conclusion: Beijing new energy dealers have fully resumed business.
Since Beijing issued more than 50,000 new energy licenses in February, new energy vehicles have become the hottest products in recent years, so shops started to resume work very early, and the rate of resumption of work basically reached 100%.
Affected by the epidemic in March, many stores introduced certain preferential policies to promote sales, but after entering April, the impact of the domestic epidemic began to decrease, and these offline stores have gradually returned to normal operation.
Although these shops have resumed normal business, the impact of the epidemic still exists, and the number of customers watching cars in the shops is still less than before the epidemic, which has not reached its peak.
However, now that the May Day holiday is approaching, the Association predicts that the May Day holiday will usher in a wave of car buying climax. At present, many stores are already building momentum for the May Day holiday, and the first wave of car buying in Beijing's new energy auto market will appear during the May Day holiday.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.