Rebirth 2008: I Can Make Money Reading

The beautiful country has 50 states, 311 cities with more than 100,000 people, and about 35,000 towns.

It is impossible for Xinghai Hummer Company to open direct-sale stores in every city or even in towns, because the sales cost is too high.

The strategic department of Xinghai Hummer Company and Xinghai Group calculated the cost of sales for Mu Yang.

How many cars do you have to sell? It is more profitable for the company to open direct sales stores than to sell to dealers.

Sales are not good, and there is no doubt that opening a direct-sale store will lose money.

If it is a dealer or agent sales, including rebates and subsidies, the manufacturer generally gives a 10% gross profit space.

When customers buy a car at a dealership or 4S store, there will be a relatively large discount rate, and the dealership or 4S store will naturally earn back from the marginal business.

If the sales of the car brand are better, the profit margin given by the manufacturer will be less, but at least 5%.

According to the pre-sale price of Xinghai Hummer EV, the profit margin of US$144,800 will be US$7,420-14,480.

It is planned to open 200 direct-sale stores in 50 major cities across the country. The average decoration cost of each direct-sale store is about 20,000 US dollars for 150 square meters. The store needs 3-6 workers (in addition to sales, including post-service personnel, etc.), and the labor cost ranges from 150,000 to 300,000 US dollars.

The total annual expenditure is about 50 million to 100 million US dollars. Only the sale of naked cars is counted. At least 5,000 vehicles need to be sold each year to balance the account.

However, in fact, there are still some management costs, follow-up employee management costs, etc., and considering channel promotion costs and taxes, etc., if the annual sales volume is less than 10,000 vehicles, it is really not cost-effective to open a direct sales store. Might as well hand it over to a dealer.

For example, if a car manufacturer lacks funds, it is suitable for consignment sales, and sales may increase several times.

If the price of the car is low, it is more suitable for consignment sales;

If the selling price is high, the potential customers are concentrated in big cities, and the sales volume is good, then it is suitable to open a direct-sale store.

Xinghai Hummer plans to open a direct-sale store, and it has a lot to do with the car sales model in the beautiful country.

In the beautiful country, there is no such thing as a 4S store. They are called "car dealers", that is, car dealers. Car sales and after-sales services are separate systems.

Of course, this is not absolute. Car dealers with a certain scale will also establish a sales and after-sales service system like Huaguo, but it is very rare.

This is not to say that 4S stores are very advanced. The national conditions are different, and the 4S store model may not be suitable in a beautiful country with a large area and few people.

The largest car dealer in Pretty Country is AutoNation, and there are other large-scale dealers. Dealers of this size are very rare in China. They also have their own stores, but they sell more miscellaneous cars. What brand? Sell ​​everything, and promote any brand that sells well.

If the Xinghai Group sells its own cars to these dealers, it has no autonomy, unless the sales are very good and the profit margins are large.

Mu Yang thinks about the sales model of new energy car dealers in the future: open directly-operated stores in shopping malls.

Under the background that the brand value is not as good as Tesla, the "new domestic car manufacturers" represented by Ideal, Dapeng, Weilai and Weimar have opened stores in shopping malls.

This kind of layout is different from the test drive that can be taken immediately after purchasing a car at a 4S store or a dealership store in the past. The new energy vehicle store that "opens" into the shopping center reduces the audience's sense of driving experience of the car itself, but uses The huge passenger flow of the shopping center has expanded the awareness of new energy vehicle brands.

What was the result?

Ideal, Weilai and other cars sold very well, but due to the car, the sales were somewhat affected.

If these car companies hand over their cars to 4S stores for sale, most of the customers will not go to see the car, and most of the final sales are not optimistic.

For any new thing, first of all, it must be more convenient for people to get in touch with it, so as to have more understanding and generate a desire to sell.

After 2020, new energy auto companies will open experience stores, retail stores, and membership stores into shopping malls, which has become a new format for urban consumption.

Now, Muyang popularizes the model of opening directly-operated stores in shopping centers in the beautiful country, but it is only suitable for the beautiful country, and not necessarily applicable to other countries. This has something to do with the national conditions of the beautiful country.

Pretty Country is the second largest car market in the world. Last year, the car sales volume was not much different from that of Huaguo, and the sales volume of passenger cars also reached 10 million.

The sales rankings of the auto companies are GM, Ford, Chrysler, and Toyota. The sales volume is not much different, and the annual sales volume is one to two million.

Hummer EV has no competitors. In other words, there are millions of cars, and customers may be inclined to buy Hummer EV.

The Xinghai Hummer has been produced in small batches, and the size and configuration of the model have been fixed and will not change. It will be the next year at the earliest.

Frequent replacements lead to unbalanced consumer psychology. Especially when new products are discontinued, the original car price will depreciate significantly, the production of spare parts will decrease, the price will rise, and the maintenance cost of customers will also increase. Car dealers will accept second-hand cars. Cars are very risky.

In order to stabilize consumers' buying psychology, Xinghai Hummer has proposed a four-year or 100,000-kilometer warranty for the entire vehicle, and a 12-year or 240,000-kilometer warranty for the battery pack.

After all, new energy vehicles are emerging products, and battery packs account for the highest cost. The warranty period and mileage are not much different from the lifetime warranty. After driving for 12 years or 240,000 kilometers, the car is almost scrapped.

Domestic car enthusiasts have an impression or label of each brand of car, such as BMW: the car logo is 150,000, and I am the best at handling it.

Porsche: Thanks to Congtai, I have an extra brother named Baoshitai

Fifty Zero: Decisive battle against Qiu Mingshan, the loser keeps the car logo

Audi: I don't care, my lights are the most beautiful

...

As for the Hummer, many riders who have seen the Hummer EV Auto Show ridiculed: In terms of size, off-road, and black technology, everyone here is a younger brother!

In fact, this catchphrase also has Mu Yang’s guidance to the public relations department. Don’t let car fans put a bad label on their own brand cars. It’s better to write a soft article in your own company to instill the concept of Hummer EV in car fans. .

The Hummer EV pre-sale is approaching, and many potential customers have been paying attention to this car for a month or two, waving banknotes and waiting for the pre-sale to begin.

Nathan, the vice president of ventilation, jumped out to make a public comment: "The Hummer EV has been pre-sold less than a year after its establishment. It seems that it is too eager for quick success. It should be settled for a while. Maybe the recent evaluation has been good.

However, its price is too exaggerated. The low-end version is nearly 150,000 US dollars, which is not affordable for ordinary families. Who would buy such a big one, and it is a new energy vehicle, and the energy consumption is not low.

In short, I am not optimistic about the sales of Hummer EV. Even if the pre-sale results are good, the bet of 50,000 vehicles is ultimately based on the actual transaction results. At present, it is still a mystery whether Hummer EV can be mass-produced. "

This time, Nathan's evaluation was more pertinent, and he was right. Many people supported his point of view.

So what if the pre-sale is good, if the actual sales volume is less than 50,000 in July next year, Mu Yang will lose the $100 million bet.

But most people prefer to see Nathan make a fool of himself, and Mu Yang loses 100 million US dollars, which is really nothing to see, anyway, the money doesn't go into their pockets.

The pre-sale price of the Hummer EV spread to China, and domestic netizens sighed. Even the domestic Hummer EV is not much cheaper. Many netizens originally thought that the low-end version could be bought for 600,000 to 700,000 yuan.

Similarly, most domestic netizens are not optimistic about the pre-sale of Hummer EV because the price is too high.

In fact, most of these netizens are ordinary people. If they were rich people, they would have a different opinion. They might not buy it if it is cheap. The BBAs on the street are full of BBAs.

At the end of June, Xinghai Hummer's experience store has opened new cars, and consumers can sign up for a test drive experience.

In order to promote new cars and layout new stores, Xinghai Hummer spent 50 to 60 million US dollars in a month to train employees and open new stores.

The experience store has a new car, and the pre-sale is already open, but in order to create a hot sales effect, the pre-sale will not be opened until 8 o'clock in the morning on July 1st.

Although pre-sales are not available, customers can go to the store, download the official Xinghai Hummer APP after connecting their mobile phones, fill in their personal information first, and then select their favorite models, interiors and accessories in the "Understanding and Order" column of the APP "Mall". , after opening the pre-sale limit, you can directly place a deposit in the APP. Although you don't need to go to the store to pay, you still need the help of the sales staff to confirm the order information.

The pre-sale deposit is 5,000 US dollars. After the payment, if the order is confirmed, it cannot be refunded.

The car price is so high, the deposit is not too much.

The Xinghai Hummer APP has four sections: Exploration, Mall, Territory, and My.

In the exploration section, you can see the parameters of all new cars. There are sub-sections such as car buying must-see, car guide, and test drive appointments.

The "territory" section is the circle of car friends. The Hummer APP has created such a social circle, so that these like-minded people have a common circle of hobbies, which can also expand the influence of Hummer EV.

The "My" section is actually user information, where you can view appointment progress, order progress, activities and news, etc.

Since the opening of test drives in each store, the test drive experience of Hummer EV has been very popular. Customers have to queue up for test drives. The test drivers are very busy and tired, but the company does not have many test drives. One store only has one test drive. And most of them are high-end cars, and there is only one test driver.

Xinghai Hummer clearly stipulates that the test drivers and sales personnel should explain the configuration of the test drive clearly to customers. Some customers think that the high-spec car they test drive is the low-spec car they ordered, which leads to misunderstanding in information transmission.

At the same time, it is also necessary to clarify the level of automatic driving, which cannot achieve fully automatic driving.

Xinghai Hummer's sincerity and initiative to explain to customers has won the favor of most customers, and customers are most afraid of being cheated.

The Hummer EV has not yet been pre-sold, and the test drive evaluations are overwhelmingly positive.

Even the harsh car reviewers mostly praised it, except for the price.

Davis is 35 years old this year. He is a chemical engineer in a company with an annual salary of about US$90,000, which is at the upper-middle level in the same industry. His wife is an ordinary statistician with an annual salary of US$63,000.

In the beautiful country, their salary is nothing, just the situation of an ordinary family.

Salaries are also subject to taxes, with rates ranging from 10% to 37%, and the credits vary for single versus married, and vary from state to state.

Davis's wife is a joint taxpayer, with a total annual income of US$153,000. After deducting various tax deductions (such as property taxes), their tax rate on this annual income is 22%, and the final income is only about 120,000.

He has three children, ranging from two to five years old, and two parents, but they are separated from each other and need to get together occasionally.

He was about to change his car recently, and he just fell in love with the Hummer EV, and fell in love with it as soon as he saw the appearance.

Given their economic situation, it is not difficult to buy a car with a down payment plus a loan, but there is also a lot of pressure.

After the test drive, he wrote a car review.

[Reason for choosing a car: I like its large size and large space, it is particularly domineering, I like its black technology, and its off-road performance, the more I look at it, the more I like it, there is no car of the same level, I can’t compare it, and there is no such a big SUV. 】

[Most Satisfied: The driving experience is very brisk, not like a big car at all, the steering is very light, and the power can be reached with one step on it. 】

[Appearance: I won't say much about the appearance. Various car critics have comments. From the photos, it can be seen that there are a thousand Hamlets for a thousand people! 】

[Space: I focus on space, which shocked me!

Generally, the large size has seven seats, and the third seat can only bend the legs. It is very uncomfortable for a big man to sit. I am a 190 fat man and weigh 150 kg. The space of this Hummer EV is especially suitable for me. Even the third row can sit. Stretch your legs after you get down, which is a bit exaggerated.

The second row of seats is like a big sofa. Another advantage of this car is that after the second and third exhausts are reversed, they can be connected together flatly, can be used as a big bed, and are very convenient for home travel.

my country is a country that does not implement family planning. Generally speaking, there are at least two or more children, which is very common.

I have three children and my parents are still alive. The second row of the Hummer EV can seat four adults no problem. For a family trip, one car is enough. Even the driver can carry nine people. It feels spacious, and the carrying capacity is comparable to that of an MPV. . 】

[Power: The second thing that shocked me was the acceleration. I stepped on the accelerator lightly and flew out, and there was no roaring sound of a gasoline car. If I didn’t look at the reference object, the speed of the car was 100, and I might have thought it was thirty or forty. Feel. 】

[Interior: I like the style, the material is very good, I heard it is NAPPA leather, and it is wrapped in a large area of ​​leather, the color style is inner brown and inner gray, and the suede roof is very classy. 】

[Most dissatisfied: waiting for the car for too long, the low-end version has a battery life of 600 kilometers, and it is very good if it can actually run 500 kilometers. If you run a long distance, you can’t find a charging pile. accept. 】

[Comprehensive evaluation: Regardless of the appearance, interior, interior space, driving experience, and power of this car, it is very cool. 】

There are many similar comments, not only on the official app of Hummer EV, but also on the automotive media, which also announced the pre-sale time of Hummer EV and videos of car critics.

Poor reviews, most of them say that the price is too high, the car is too big, it is inconvenient for urban traffic, it is inconvenient for female drivers to drive, and it is inconvenient to charge. I hope that Hummer will release a plug-in version and a smaller Hummer EV, and complain about new energy. Car battery safety issues, expressed a lot of concern.

The most speechless evaluation is that some car owners don't like the sound of electric vehicles without the roar of the engine.

Mu Yang, who was in Huaguo, also read the comments of car critics. After reading it, he was less worried.

If the evaluation is bad, the sales are definitely not optimistic.

Of course, there are also various car companies deliberately blacking Hummer EV, not wanting the rise of Hummer EV.

Time passed by quietly, and it will soon be July 1st, the time of the beautiful country, and the pre-sale will officially start!