Marketing methods searched for cars

After experiencing the “blowout” of the auto market last year, dealers were faced with a headache in this year’s decline in car sales. Due to the fact that thousands of dollars are frequently used for the preferential price of tens of thousands of yuan, the desire of consumers to buy cars is difficult to be impressed by the "price war." Dealers had to resort to all the details to discuss consumer favors, send car films, send GPS, send decorations, and even send refrigerators, send gold jewelry, as well as sending insurance, sending bridge fees, etc., these are already routine. Now even on the market there is a car night market, buy one get one and other fresh tricks.

If price reductions are "hard-liners," these types of gimmicks are more like "meeting parties," and these novel tricks are, in some cases, more practical and eye-catching than price cuts. The reporter collected a lot of killings that were very lethal and tempting from interviews in the auto market. Some of these marketing ideas were advancing with the times, meeting the characteristics of the current economic environment, and some were creating new ways to meet the unique needs of consumers. In short, it is a move more powerful than a move, so that you think that doing marketing is really "can not afford to hurt" ah.

1, buy a car to send a car

Promotions: ★★★★★

Temptation: ★★★

Now buying a car is like buying a drink and buying one can send one. This is definitely a big promotion for the auto market. It can't be played without a certain strength. Earlier this type of "recruitment" model was Shanghai GM's Rong Yu. At that time, some dealers took the lead to buy a Rong Yu can send a Chevrolet new music style or the flag of Sail, and they packaged the card for free, but the purchase tax Get consumers to pay. This year, a few brands launched a “buy one get one free” promotion, such as BMW launched the old BMW 7 Series models to send the BMW 5 Series models, buy X6 to give a BMW 120i. The Audi A8L has just launched a special event when it is launched. A Audi A8L 4.2FSI Quattro Premium Plus Edition consumer can get a comfortable Audi A3 Sportback 1.4T of RMB 268,000.

In general, "buy one get one free" in the automotive market is a higher threshold of promotional tools, the price will be higher than the model will be used, and Chery also cobbled together a lively, Chery Wei Lin V5 has added two million to You can receive a Chery A1 price of 49,800 yuan. Of course, the sales promotion can not be compared with those brands that can easily send a few hundred thousand yuan.

Comments: With the price reduction can buy another model of the same brand. Businesses looked for a “buy one get one free” gimmick for price cuts, and opened up new trails in numerous promotions. However, there are very few people who can actually accept the purchase of a car, and it is better to discount it.

2, old customers with new customers can offer

Promotional strength: ★ ★

Temptation: ★★

Old customers with new customers can discount this promotion policy that is often used by real estate developers and have recently become popular in the automotive sales field. The real estate developer will give the old owners who bring new customers an annual fee for the property, and the new owners will receive discounts. The same is true of car dealerships, where old car owners are reciprocated with new car owners. Recently, some distributors of Guangzhou Automobile Honda Motor Co., Ltd. have launched a promotion policy of “giving benefits to the old belt”. When customers of Guangqi Honda who come to the store introduce new customers to buy a car, they can get the membership of the Cheyou Club membership card together with the new customers and give them away. User care. In addition, existing Honda private users and immediate family members purchase (replacement may also be) GAC Honda cars, which can be given regular maintenance for a certain number of years and kilometers on the basis of enjoying market concessions. Light delivery and maintenance are not attractive, as well as money. During BYD Car Dealer's launch of the “Benefiting Together” event, all old customers with new customers buying cars can offer a discount of RMB 1,000 on the basis of the market price. This does not seem to appeal to old customers.

Comments: The old customers bring new customers to buy cars with benefits, compared to other promotional methods are not affordable, the appeal to consumers is limited. Many dealers just send old customers and new customers models. The dealer's explanation is that the old customers bring new customers to buy cars, and the old customers will help to bargain and lower the price of the car. In the end, there is really no room for profit.

3, send gasoline by quantity

Promotional strength: ★ ★ ★

Temptation: ★★★★

It is common to buy petrol, but most of them are fuel delivery cards. Now the price of oil has changed every three to five times, and the net increase has not dropped, and the oil cards have been devalued. So the dealer came up with a way to please: to send oil by quantity. Dealers are particularly "generous" this year, up to "tons". At a car trade center in Fangcun, Guangzhou, the reporter saw that 56 Chinese-made mid-to-high-end cars and some Japanese and Korean cars have all resorted to the “buy a car to send 2011 oil” promotional banner; another British-made The brand-name sports car also opened a "gift list" that sent two tons of semi-oil. Two tons of half oil, worth more than 15,000 yuan. If the price of oil goes up again, this gift will contain more gold, which is equivalent to the average person's fuel consumption for more than two years. In front of the prototype vehicle, several of the car owners were asked to consult the sales staff about the “delivery of oil”. A man in his 30s said that if it wasn’t for a short period of time for refueling on the oil and the designated fuel station was too remote, refueling was not very convenient. He really decided to order a car.

Comments: In today's high oil prices, the promotion of oil to buy a car does have a certain temptation, it is also very affordable, and the way to send gasoline by volume, but also takes into account fluctuations in oil prices, more value.

4, zero interest loans to buy a car

Promotional strength: ★ ★

Temptation: ★★★

From the promotion of money coupons on the promotion of interest can be seen dealers eager to sell the car's psychology. Many 4S stores in Guangzhou have zero-down payment marketing activities, and some car dealers have launched a “30% down payment and interest-free payment for the remaining balance within 1 year”. In a car sales company in Haizhu District, Guangzhou, the reporter just walked in, and salespeople came to ask about which car was of interest. When the reporter said that the fancy to a Chinese new car more than 100,000 yuan, the sales staff immediately praised the reporter's eyesight, said that the car is selling the best one, the price is very high. When the reporter hesitated to indicate that the funds were insufficient, the salesperson immediately stated that as long as the first payment was 60,000 yuan, the remaining one could be paid within one year without interest. The reporter showed an expression of disbelief. The salesman quickly "understood": not that we can help you to make money, but to apply for a car loan for you. As long as you submit identification and proof of property, you can do it within a few days. As for the nearly ten thousand yuan of interest, we give. Another car-hunter smiled and told reporters: "The first three payments are done. If you don't use interest, you can use 100,000 yuan. How can such a good thing happen? The more they hurry to sell, the less I dare to buy, and the more substantial the discount is. Behind it.” It is understood that many car dealers have additional clauses in their activities. The most common one is that they cannot enjoy the preferential price for car purchases when they participate in interest-free activities. The difference between quotations is almost the same as the interest.

Comments: In the context of bank interest rate hike, it is possible to buy a car with zero interest loans, which is attractive to some consumers who are eager to use cars and do not have enough cash on their hands. However, it should be noted that interest-free loans "There is a threshold. If any, it will require that during the repayment period, insurance must be purchased in accordance with the bank's requirements, and the longer the change period, the higher the fee charged by the bank.

5. Insured price strategy

Promotional strength: ★ ★

Allure: ★

This is not a new promotional tool. A Japanese manufacturer announced several years ago that from December 14, 2004 to 2005, the “15th China Consumer Day” period, if consumers bought any of their cars, There is a price cut by the manufacturer, and the manufacturer will compensate the full price for the difference between the actual purchase price and the price announced by the manufacturer. Later, some dealers also borrowed this "price-insured" approach, to shop for a specific model can sign a "price supplement agreement" to attract customers. If a certain car is intended to hold a coin and watch for fear that the price will also be adjusted downwards after the hand is reached, then the price-reducing behavior of the merchant will be considered as a temptation for these people who are holding the money to buy. Some new cars have also launched a "price-insured" strategy, but the insurance is not to increase prices, recently listed a mid-to-high-class car, its dealers hit the "set car does not increase" slogan, which is rather a more cattle " Insured price strategy.

Comments: Price compensation requires merchants to have confidence in their own pricing, and dealer-level price compensation is not very reliable. If it is only for the manufacturer's price reduction to compensate, then the terminal market price change will no doubt apply. And those "guaranteed priceless" "insured" strategies, I can only say: Cow!

6, the new car preservation repurchase

Promotional strength: ★ ★ ★

Temptation: ★★★★

In the context of more and more brands involved in the used car business, the trade-in discount for new cars is also becoming more and more common. Usually, dealers encourage consumers to replace new cars with the ones they are using. Recently, the new car reimbursement plan launched by Nanling Motors Group is aimed at consumers who will quickly sell or replace the car after it is purchased. Consumers who promise to purchase cars at the group's dealership can voluntarily participate in the use of the two. After the new car repurchase program, the 4S shop will carry out a new car repurchase according to the contract, and the repurchase price will be up to 20% of the purchase price. Two years later, if the price of the same model is greatly diverted, the customer’s repurchased model still enjoys a 20% discount price, which is likely to be higher than the price of the new model.

Comments: The introduction of repurchase service is mainly for young car owners, considering that many young car owners like early adopters, the new car may want to change the other new car in a year or two, and now the car prices continue to decline, the new car is worth depreciating fast It would be a good deal to be able to sell 20% of the purchase price after two years. Of course, the premise is that you will really need to sell your car or redeem it after two years.

7, car night market

Promotional strength: ★ ★

Attraction:★★

The car night market can be regarded as a "coup" for businesses in Futian. It was too hot during the day to go to work. The cars and car repairs were all reluctant to go to the 4S shop, so the business hours were extended to 8 o'clock in the evening, avoiding the summer heat also increased the popularity. If the owner makes an appointment in advance, the maintenance time can be extended to a later time.

The night market launched by some dealership stores includes the “night market tour and car shopping area” extended to 8:30 p.m., and the maintenance night market lasting until 10 p.m. The night market extended to different time periods has a clear division of labor and is highly targeted. Some 4S stores only need to make an appointment two hours in advance to provide evening maintenance services. There are also some dealers that have a night market tradition. These stores usually last until 8pm. They also provide on-site service for those who have made advance reservations.

Businesses said that the extension of business hours is mainly to attract nearby residents to go to work and watch cars or buy cars when they are off work, and the after-sales service shop is staffed by staff on duty 24 hours a day. For those who have made an appointment one day in advance, they will be prepared in advance to provide maintenance services. Through these means, there are certain benefits to maintaining sales in the off-season, and the promotion effect on sales is more obvious.

Comments: This move is applicable to 4S stores near large-scale residential areas or in the city center. The promotion efforts are more obvious. People can go to the store and watch cars at night to tap potential customers. But for most 4S stores, it may only be helpful for the aftermarket. If 4S stores go to the community to open a car night market in the evening, the promotion may be more obvious, but the cost needs to be considered.