·Beijing officially launched parallel imported cars into the standard sales channels

If nothing else, Beijing consumers will be able to buy cars imported from the Shanghai Free Trade Zone in the next month. A few days ago, the reporter was informed that as one of the first batch of 17 parallel imported automobile pilot enterprises announced by the Shanghai Municipal Commission of Commerce, Beijing Chengda Auto will start selling parallel imported models in Beijing in April. Wang Changqian, chairman of Beijing Chengda Automobile Co., said in an interview with Beijing Business Daily that the parallel imported car project is currently under preparation. In the early stage, it will be sold in the form of a modified 4S shop, and the surrounding area will be radiated around the Beijing area.

Yan Jinghui, deputy general manager of the Asian Games Village Auto Trading Market (hereinafter referred to as “Asian City”) believes that with the release of parallel imported cars, as the distribution center of imported cars in the country, the Beijing auto market is also seeking transformation, and the dealers of parallel imported cars will be in the future. Providing "three guarantees" and after-sales service, parallel imported cars will enter the standardized sales channels.

Imported vehicle distribution function enhancement

Statistics show that compared with the dilemma of Beijing domestic car sales, Beijing's imported car sales have always been "outstanding". In 2014, Beijing Capital traded 74,070 vehicles, a year-on-year increase of 16.1% compared with 63,800 vehicles, which is higher than the new car growth rate of 23.14%. Yan Jinghui told the Beijing Business Daily that in the sales of imported cars, parallel imported cars accounted for more than 8% of the total imported cars in Beijing, and one-third of the imported car dealers in the Asian city were operating “non-regulated cars”. This also makes the capital a national parallel import vehicle distribution center.

Previously, “parallel import” means non-standard car, which means that, besides the domestic general distributor, other importers directly import from the origin of the product, and its import channels are “parallel” with the domestic authorized distribution channels. At present, pilot dealers in the Shanghai Free Trade Zone have already sold imported cars, but Beijing has not yet opened for sale.

Wang Changqian said that Chengda is planning to set up a parallel import vehicle sales network nationwide. First, it will be piloted in Beijing. At that time, it will not only enrich the choice of consumers, but also radiate the surrounding areas and increase the role of the Beijing auto market as an import vehicle distribution center.

Entering the standard operation stage

Although parallel imported cars have legal status, the lack of after-sales service has also made parallel imported cars controversial. In this regard, Yan Jinghui said that last year, the Asian city signed a “Framework Agreement on Promoting the Three-Package Service for Parallel Imported Cars” with the People’s Insurance Company of China, and on this basis, established the “Asian-Special Imported Car Sales Zone”. This means that parallel imported cars will have after-sales protection in the future.

However, the current dealers in the Shanghai Free Trade Zone are using the introduction of insurance companies to create a unified after-sales “three guarantees” platform for parallel imports, but the effect is not obvious, and many consumers are still skeptical. Wang Changqian believes that from the current point of view, consumers are still in the 4S shop experience model for after-sales recognition. As a pilot enterprise, Integrity will also adopt a modified 4S shop model to provide quality assurance and after-sales maintenance services for the vehicles sold. After-sales service, completely eliminate consumer concerns.

The profit model is facing a test

It is worth noting that some media reported that since the Shanghai Free Trade Zone began selling parallel imported cars, it sold less than 20 parallel imported cars. Compared with the previous public opinion, the sales volume is bleak. In the Beijing auto market, the performance of parallel imported cars in the first year is not satisfactory. According to Yan Jinghui, in the first two months of this year, the proportion of parallel imported car sales in the Beijing market to the total number of imported cars decreased. “The ratio was 8% last year and 7.3% this year.” At the same time, according to the customs import data it holds, the proportion of imports of parallel imported cars in January this year is also falling.

Yan Jinghui believes that on the one hand, after the parallel import of vehicles is sunny, multinational companies have strengthened the control of vehicles in each region or market; on the other hand, due to the implementation of after-sales maintenance and “three guarantees”, transaction costs have increased. The price advantage of parallel imported cars is not obvious.

It is reported that imported car dealers can bypass the general agent to directly sell cars imported from abroad, so the price of parallel imported cars is usually 15%-20% lower than that of normal imported cars. However, with the increase of after-sales costs, parallel The price advantage of imported cars has shrunk. At the same time, in the case of the increasing number of domestically produced models of multinational companies, the price of domestically produced vehicles and the price of parallel imported cars are also similar. Yan Jinghui said that after overcoming the shortcomings of non-standard business model, after-sales service and the promise of “three guarantees”, the imported car market in Beijing will usher in a reshuffle, imported car dealers with small scale, high capital pressure or unregulated operation. It is bound to face a crisis of being eliminated.

However, in Wang Changqian's view, the current profit model of parallel imported car pilot dealers is still at the stage of exploration. "In the future, we will not rule out cooperation with multinational auto companies, launching their own brands and models, and launching differentiated competition with the mid-size models." Wang Changqian said.

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