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â– Reporter Yang Lin China Automotive News
The “Implementation Measures for Automobile Brand Sales Management†(hereinafter referred to as “Measuresâ€) has been implemented since December 1 last year and has been in place for more than two months. The brand authorization work of domestic car companies has been on the right track, but the field of truck sales has not yet seen movement. The news that the reporter received from the State Administration for Industry and Commerce was: At present, the brand authorization work of truck companies has not yet begun. When the start, there is no definite news. Several truck companies also gave reporters a similar answer.
Industry experts:
Brand licensing threshold is a bit high
As early as before the “Measures†were published, industry experts predicted that the “Measures†will encounter many problems in the implementation of truck sales. The main reason is that the threshold for brand authorization is somewhat high.
The fourth chapter of the “Measures†puts forward high requirements for software and hardware investment for dealers, such as the establishment of a user file information management system, and the use of store names, logos, and trademarks authorized by automobile manufacturers to invest special funds. Many of the above inputs can be affordable for large-scale urban distributors. However, for distributors at the county level and below, where sales outlets are single, sales are small, and profits are difficult to support for high investment, then Unbearable.
Experts predict that with the implementation of the “Measures†in truck sales, some small and medium-sized dealers and distributors in areas below the county level will face the risk of being eliminated in large numbers, or forced to rely on authorized dealers to obtain secondary authorizations. . This will reduce the number of distributors, especially dealers in areas below the county level, and cause inconvenience to users at the county level and below.
Truck company:
It is difficult to implement complicated situations
According to the survey conducted by reporters, some mainstream truck companies have already completed the confirmation of dealers and have prepared relevant documents in accordance with the “Measures†and are only required to submit materials to relevant departments. Some companies are also working on the confirmation of dealers.
When it comes to the "approach", truck-related personnel are very cautious. A deputy general manager of a corporate sales company told the reporter: “It is not possible to implement the plan in full accordance with the terms of the Measures because truck sales are too complex.†What he calls “complex†mainly means that China’s truck product is very rich in levels and the user’s needs are uneven. Misalignment requires multiple forms of sales to coexist. In addition, the sales profit of trucks is meager, and many small and medium-sized distributors are unable to bear the requirements of dealers in terms of investment in the Measures.
In fact, the existing sales model of some truck companies is brand authorization. In comparison, the "measures" are more demanding to dealers. The company's existing sales model pays more attention to the selection of dealers with different strengths for branded sales according to different levels of products.
After the experts in employment predicted the reduction in the number of dealers after the implementation of the Measures, the reporter investigated the relevant personnel of several truck companies. They all believe that after the implementation of brand licensing, existing dealers are unlikely to be eliminated in large numbers, and the number of dealers will not change much.
Some of the latecomers in the truck industry are currently focusing on expanding the distribution scope and expanding the ranks of dealers. Phase-out of dealers is the future. The veteran truck dealership team is relatively mature and “seeking for refinement does not require much†and focuses on becoming bigger and stronger. However, in the fiercely competitive market environment, existing dealers will not be easily eliminated.
Dealer:
Look and say
When reporters learned from distributors about their views on the "Measures", first-tier dealers generally felt that they had little influence on them and that meeting the requirements of brand licensing was not a problem. Jinan, a first-tier dealer told reporters that the biggest advantage of brand licensing is to standardize the dealer team, you can get rid of those who do not meet the standard dealers, avoid cohabitation, very good for regulating the market order.
The secondary dealers' responses are not optimistic. Compared with the first-tier dealers, their strength is relatively weak, they are most sensitive to the entry barriers raised by the “Measuresâ€, and most of them have a wait-and-see attitude toward the “Measuresâ€. Such distributors have made various preparations: if the Measures are implemented rigorously, they will find ways to obtain authorization and change them to single-brand sales; if the Measures are not implemented thoroughly, they will continue the existing multi-brand sales forms; if not, To authorize, go to the second-tier outlets of the first-tier dealers.
Some dealers have complained that brand licensing has significantly increased the advantages of auto manufacturing companies in channel management, and dealers have become increasingly passive. In this regard, sales managers of truck companies stated that sales are the first, as long as the regulation of selling cars, companies will not be too restrictive cooperative sales behavior of the first-level distributors and unauthorized dealers.