The supply chain system and organizational structure of traditional automobile enterprises remain unchanged

In addition, for the arrival of 2022, Shen Jinjin expects that China's auto market will undergo relatively large structural changes, and new energy vehicle consumption will shift from the past policy-driven to policy and market two-wheel drive. New energy vehicles must be a bright spot in the growth of the auto market in 2022, and another bright spot is used cars.

Customer and efficiency determine the direction of channel change

Think tank Jun: Channel reform is a hot topic in the past two years, what is the direction of channel reform in the future? How will dealers transform?

Shen Jinjun: In the channel, in fact, the dealer is a passive party. The channel is the channel of the brand, and the change of the channel is the channel change of the brand, so the initiative of the channel change is in the hands of the brand. Although dealers are one of the main subjects of change, dealers passively accept changes, and authorized brands let dealers do what they can do. This is an issue that needs to be stated.

Referring to the direction of channel change, in fact, the development of the channel to today, whether it is the authorization model or the direct marketing model, the role is to make the customer experience good and the customer satisfaction constantly improve. Under this premise, we should further think about how to use new technologies and new models to reduce costs and improve efficiency.

In other words, the future direction of channel change, one is the customer, the second is efficiency.

Think tank Jun: Since last year, the rapid popularization of new energy vehicles has brought many different development opportunities, how do you think about the changes brought by new energy vehicles to the channel?

Shen Jinjun: When it comes to new energy vehicles, we cannot ignore the role of Tesla, especially in the construction of the marketing system, which has walked out of a different road from others, that is, the road of direct operation that everyone is talking about today. In the face of the Chinese market, Tesla has actually made a lot of changes, such as from the very beginning of supermarket stores, slowly returning to explore and build 4S mode channel outlets, such as from the past delivery center to the present constantly enrich the after-sales service system. Tesla is not only the pioneer of new energy vehicles, but also the promoter of automobile marketing model innovation.

So, in China's new energy vehicle industry, the industry believes that the direct model can directly face the customer, and the authorization system can not directly face the customer, can not understand the customer, can not operate the customer, so the authorized distribution model is backward.

But I don't agree with that.

In the traditional authorization system, although customers are in the hands of dealers, but with the progress of technology, the development of automobile intelligence, in fact, the information of each car user has been fully grasped in the hands of automobile manufacturers; In addition, in the authorization system, an important role of 4S stores is information feedback, vehicle quality, service quality and so on. In other words, information feedback, feedback is customer demand, including products, including services.

Therefore, in the field of new energy vehicles, new car manufacturers will be based on direct operations, and a variety of models coexist; The marketing channels of new energy vehicles of traditional car companies may be based on the original channels, the use of new technology, according to the changes of products and customer consumer demand, to do some innovative changes.

Think tank Jun: In the field of circulation, will Tesla try other ways in the future?

Shen Jinjun: From a large system, Tesla will always insist on direct operation, but on the road to direct operation, it does not mean that everything is done by itself.

For example, in the after-sales service system, it is possible to rely on a large number of third parties, or with the help of these resources of authorized dealers, which will not affect the direct route, but also improve efficiency.

In fact, compared with the direct model, Tesla's biggest difference is continuous innovation, whether in terms of mechanical properties, or in the intelligent level, whether in the hardware level, or in the software level, are constantly moving forward. Tesla's biggest bonus to customers is the continuous improvement of its products.

Supply chain system and organization structure affect channel model

Think tank Jun: In the field of new energy vehicles, will direct sales become a trend?

Shen Jinjun: First of all, the channel will always exist, and the sales model is only a choice or result of the final, there is an authorization system, but also a direct system.

Brand manufacturers should first be clear about the existing channels of the authorization system, where its value is and what the advantages and disadvantages are. Channel changes are inevitable, because products are changing and consumers' consumption habits are also changing, but how to change, whether to abandon the current authorization system and re-establish a direct operating system, or combine the existing authorization system through digital transformation to improve efficiency, improve customer experience and satisfaction, I think the ideal sales model, It must be able to find the best balance between cost, efficiency and user experience, which is actually the most important consideration for car manufacturers.