Due to the fact that the 4S shop-dominated formats have captured more than 50% of the market share, the Shanghai Auto Supermarket model is facing a severe test. Yesterday, the "Daily Economic News" learned from Shanghai International Automobile City Development Co., Ltd. that the first phase of the Shanghai International Automobile City auto market project has been completed. However, unlike the original auto shopping mall that was originally conceived, the market is moving to auto parts supply centers. The direction of transformation. Subsequently, after conducting an investigation into the tangible automobile market in Shanghai, the “Daily Economic News†found that Shanghai Automotive’s tangible market is facing greater or lesser pressure.
"Temple" has gradually become a climate, but "僧" is not enough
Shanghai United Motor City is the "oldest" tangible market in Shanghai. It has operated for 10 years. Unlike other pure leased markets, the joint market has also opened up a "reserved land" --- self-operating car sales business. The current operating conditions in the automotive market are not bad.
However, "Daily Economic News" learned from some dealers in the market that they are hesitating to withdraw. "There is only car sales and no maintenance business. This means that I can't make money here. If it's not for the quantity of manufacturers, I already wanted to move out of the market," said one of the dealers. Another dealer also stated that his company is only a business contact center.
The difficulties in building new markets are also great. Shanghai Chunshen Motor City has not announced the formal opening of the motor city due to various reasons, and the occupancy rate is only around 50%. The Shanghai auto market in Pudong is also facing investment promotion.
Car supermarket model transformation is on the road
So, does Shanghai's automotive tangible market have any living space? How will it survive?
Liu Zhengya believes that “smaller tangible vehicles in Shanghai have better survival, such as the United Motor City, but because of their small size, the joint automobile city is also difficult to develop due to its spatial impact.â€
For those tangible markets that are newly built or are under construction, Liu Zhengfu thinks that it depends on how the operators operate. He said: “Many tangible markets in Shanghai were built during the blowout of the automotive market around 2003. Many of them were carried out by real estate companies. They did not have technical operating advantages in the automotive market. If they did not conduct timely professional management, Improvement, not equipped with professional practitioners, survival is likely to have a crisis."
At the same time, the newly established tangible market is still facing a policy test. The "Automobile Brand Management Approach" stipulates that dealers must obtain the agency rights of manufacturers to operate automobiles. “This provision is undoubtedly aggravated for new markets. Can dealers in the market be authorized by the manufacturers? If they are not authorized, they will not be able to enter the market and sell cars, then the market will face difficulties in attracting investment.†Liu Zheng Shen said, "Of course, mature markets will also encounter this policy threshold, but they have generally cooperated with manufacturers for a long time, and many have even obtained the authorization of the manufacturers, so this is not a problem for them. ."
In fact, it is precisely under the dual pressures of business and policy that the tangible market in Shanghai has not been clearly positioned. Some have already begun to “transformâ€. One example is the Shanghai International Automobile City Auto Market mentioned at the beginning of this article. The deputy general manager of Shanghai Auto City also told the "Daily Economic News": "In the market, in addition to the vehicle, it will also operate automobile-related parts and accessories."
According to an industry source, “the market is no longer the 'car market' in the initial sense, from the parts center to the joint market for parts and vehicles to the auto parts market, these tangible automotive markets are looking for transformation. Developers of the tangible market are also lingering between the real estate market and the auto market. Some auto trading markets have already started to buy and sell stores. Although the ownership of the auto market has begun in the name of the auto market, the property rights belong to others. Whether or not it can be managed is also a problem."
In addition, some new car markets have adopted a combination of specialty stores and hypermarkets. “The tangible market that includes 4S stores will also become a new model of a tangible market,†the industry sources said. The cost is too high and it may cause the shops to be idle."
Compared with Beijing and Guangzhou, the development of the automotive tangible market in Shanghai is much more limited
It is understood that nearly 10 companies have been established, under construction, and pending construction in the tangible market in Shanghai. Although the number of Shanghai is not large compared with more than 20 scales in Beijing, Liu Zhengfu, secretary-general of the Yangtze River Delta Automobile Market Consortium, still believes that “too muchâ€.
Liu Zhengfu believes that the main reason is that the proportion of vehicles sold by Shanghai through the trading market is too small. “There are more than 510 tangible markets across the country, with an average of three or four cities in each city. Currently, the national average of vehicles sold in the tangible market is 50%, and some of the places in Zhejiang, such as Jiaxing and Taizhou, are as high as 60% to 70%. In Shanghai, this proportion is only less than 1%,†said Liu Zhengfu.
Su Hui, general manager of the Beijing Asian Games Village Trading Market, also said in an interview: “The market in Shanghai cannot be compared with Beijing.†He believes that the major reason why Shanghai’s auto trading market has not formed a climate is “the strength of the Shanghai Auto Dealer Group. Powerful, they generally have several 4S stores, and these mainstream distributors have not entered the tangible market, not only occupying the consumer groups of the tangible market, but also weakening the market's strength."
This point was approved by Liu Zhengfu. He also said: "The slow development of the tangible market in Shanghai is mainly due to the fact that a large chunk of Shanghai is a store business."
According to incomplete statistics of the "Daily Economic News", Shanghai Yongda, Heping, Huaxing and other top 10 have a number of 4S shop dealers, accounting for more than 50% of Shanghai's overall sales. “If you come to Guangzhou, you hear cities like AEC, Whampoa, and International Trade, and in Shanghai, it is a group of major distributors that leads the market,†said a veteran of the gas marketing industry.
“In addition, on the one hand, Shanghai has adopted a sales restriction model, which makes it impossible to compare vehicle consumption with that of Beijing. Beijing has increased by 30,000 vehicles a month, and Shanghai’s average monthly license volume is at most 6,000. If one counts the number of license plates in different places, it would be good if it can reach one-third of Beijing. With a large enough market capacity, Beijing has a relatively large number of marketing models,†said Su Hui.
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