· Guanzhi: Do not rule out more diversified ways to cooperate with dealers

A paper "Announcement on Stopping the Implementation of the Recording Work of Automobile Distributors and Authorized Dealers of Automobile Brands" has cast a blockbuster on the auto industry that has recently been busy dealing with anti-monopoly. According to the announcement, from October 1st, dealers can license cars without the authorization of the OEM, and only one car can sell cars of different brands. The release of the record gives car dealers more development space and more forms of development.
As a result of the establishment of a new brand in the near future, in the face of possible changes in the future of the automotive circulation industry, they have presented an ease. The promulgation of this order by the State Administration for Industry and Commerce is a manifestation of market liberalization and openness. For Guanzhi, there will not be a large degree of influence at the dealer level. Some of our strategies for dealers are currently not large. Adjustment.” Wei Sifan, executive director of the car market and sales department of Qoros, explained to NetEase. “But the retail strategy of Guanzhi will still be adjusted according to market conditions, and it will not rule out more diversified ways to cooperate with dealers.”
Among the dealer network of Qoros, 44 stores have been opened, 30 are under construction, and another 30 are under design. It is expected that 100 stores will be completed this year. In the existing sales network of Qoros, only 3,000 vehicles have been sold, so that Qoros has been trying to sell more cars under the conditions of how to ensure the brand image. Wei Sifan once said to NetEase at the 3rd edition of the Q&A, "The first stage is to let everyone know about Guanzhi and know what we are doing. At the same time, how do we compare with other brands? The goal of this stage has been reached. The second stage is to make persistent efforts and bring more sales."
Netease Automobile believes that the introduction of the order of the General Administration of Industry and Commerce on stopping the registration of automobile dealers is, to a certain extent, a positive effect for Qoros. If the sales situation of automobile supermarkets and automobile hypermarkets rises in the future, Qoros can choose to become a direct supplier to some stores, not only reducing the cost of channel construction but also expanding the shop-shop rate of Qoros products. The already established outlets can be more inclined to the function of the product display, and the function of after-sales maintenance can also be partially transferred to the automobile store.
Just like domestic home appliance companies, most of the stores are brand display stores, and the larger sales channels are such online and offline hypermarkets as Gome, Suning and Jingdong. After the change in dealer sales model, auto companies can also learn from the sales model of home appliance companies and become a complete vehicle supplier in the store, thus reducing the cost of channels and after-sales.
According to Wei Sifan, Guanzhi's current brand recognition has risen from 7% at the beginning to 40% today, a process that has been going on for nearly a year. However, car brand recognition of less than 70% means that many people have never heard of this brand. Therefore, with the opportunity of change in the auto dealer industry, the adjustment of the sales model may be an effective way to quickly increase visibility and increase sales.

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