Zhang: Let me introduce myself. I am Zhang, general manager of Beijing Aojitong Automobile Sales Co., Ltd. Our store mainly deals in Audi brand, and we belong to Aojitong Group. Besides Audi, there are several other brands under our group, such as Lincoln, Land Rover and Toyota. Audi's overall performance this year is quite good. Although the number of customers entering the store from the exhibition hall may decrease slightly during the epidemic in the first half of this year, July and August will be very good. The sales of Audi in our store in the first half of this year are also quite gratifying. In the first half of this year, the sales volume of Audi imported cars in our store ranked first among more than 20 dealers in the northern region. In July and August, the overall sales volume of new cars in our store also ranked first in Beijing, so we still want to thank the majority of Audi users for their trust in our store, which is in the field of new cars. In the field of used cars, the overall operation has also recovered relatively quickly this year. With the brand and complete process of used cars, we have achieved the acquisition and sales of used cars well. The average monthly sales volume of used cars in our store is about 140 to 150, which well meets the demand of some used car users. Moreover, our used cars have been tested by the official 1 10, which can provide customers with a good car guarantee in terms of vehicle performance, safety and use history. In terms of maintenance, this year, to be honest, because the mileage of users' cars was relatively small during the epidemic, maintenance, entering the store and maintenance declined slightly, but we were basically ready for customer inspection and maintenance. During the epidemic, our store took the initiative to introduce measures such as free air-conditioning inspection for customers and indoor disinfection. These measures have been recognized by many Ogilvy & Audi users, which is probably the case.
Moderator: Because after all, the epidemic still has a certain impact on us. Does our store have any measures to improve this profitability?
Zhang: In terms of profit, we don't want to say that the merchants have received money from customers. What we want is how to meet the needs of customers, pay more attention to the needs of customers in car use, and use some resources and platforms of our company to create products suitable for customers, so as to realize the so-called profit. Back to the field of new cars, this year's epidemic has caused a lot of demand from many car-free families. In terms of vehicle configuration this year, we have received many A4 and Q5L vehicles, and more models can meet the needs of families. These vehicles are more in line with the needs of customers, and the overall sales volume of this piece is also better.
Compere: Compared with other competitors, other same brand stores in the same city, or BBA, what are the new features of our company in pre-sales service or attracting new customers? Do you think there are any differences or are they worth sharing with you?
Zhang: I think being different is one of our characteristics. As an old shop, because it has a certain customer base and a certain marketing scale, I feel passive in business consciousness and wait for customers in the shop. Many stores belong to this phenomenon, but our store will go out as a whole this year. Our big customers go out and go to some units, enterprises and institutions. Provide them with some descriptions of automobile products. Or provide some test drive services at home. For such customers introduced by retail investors and old customers, if necessary, our sales consultants and sales trainers can also drive to provide test drive service and customer service explanation to facilitate customers' travel.
Moderator: What is the transaction conversion rate of our active car purchase service at present?
Zhang: That's good. For example, we launched an Audi model this year. E-tron electric vehicles, in May and June this year, in fact, when the epidemic in Beijing resumed in June, the automobile market had just recovered and was suppressed by the epidemic. At this time, we put a lot of e-tron services on our customers. Through the feelings of old customers, including new customers, they gave us a lot of publicity and marketing in the active circle of friends and showed some of our behaviors in the circle of friends. It is the alternation of old and new, and it is also the old customers who recommend friends to buy cars. He must recognize you. It is not proper for him to hit his face in front of his friends. How can he recognize you, your business characteristics, service process, service details, including intimacy and so on? I think this thing can be recognized by the customer before he can recommend you to buy a car.
Compere: Just now we mentioned that e-tron is an electric car, right?
Zhang: Electric cars.
Moderator: Didn't Beijing set 20,000 new energy targets recently? Do you have any special plans for the electric car in our store?
Zhang: Yes, in fact, the whole automobile industry is slowly developing towards electrification. As distributors, we are also more concerned about this model and development. For example, we aimed at this car? E-tron electric car, when ordering, we made a very good preferential activity in 1 1 month this year. If you order an electric car in the store during the eleventh period, you can provide him with three days and two nights' accommodation in a five-star hotel in Sanya for free during the Spring Festival. This should be more attractive. This is also based on the resources of our group, which cooperates with that piece and in turn gives back to our consumers. Therefore, it is very attractive to customers who ordered electric cars in our store during the eleventh period. Apart from some normal discounts and gifts, I think this is quite attractive.
Compere: Is this our single store activity or brand activity?
Zhang: It's the activity of Ogilvy & Mather's single store, because the resources also come from the group.
Moderator: Does this customer just need to make a reservation, or does he have a choice among car booking customers?
Zhang: He has this right when he decides. This is our equivalent to Ogilvy's blockbuster.
Compere: Very attractive. Are there any other discounts during the eleventh period?
Zhang: Yes, for example, Q7 models, in addition to replacement subsidies, we also have preferential purchase tax reduction activities. You can buy a purchase tax of 37,700 yuan online for 3,770 yuan, which is an opportunity for users who need Q7, because this activity may be cancelled in the fourth quarter or 165438+ 10. In addition to imported cars, for A6, Q5 and A4 domestic car buyers, we also launched a service gift package, which can enjoy 10 years of technical maintenance for 3,000 yuan, and this gift package can also be purchased at the time of car purchase.
In addition, the long-awaited Audi RS8 also visited the site. If you order Audi Sport models on site, you can join Beijing Aojitong High Performance Club for free, and you can enjoy track activities, driving training and offline parties all year round.
Moderator: How many days have you been at the auto show?
Zhang: To tell the truth, today is the second day. I came to have a look yesterday.
Moderator: Compared with other brands, the current passenger flow. According to your observation, is there a forecast for the order volume of this auto show?
Zhang: I have visited several exhibition halls. In fact, Audi wants to bring some new ideas and products to consumers at this auto show. As can be seen from the layout of the booth, it is not selling cars like a 4S shop, but more about conveying Audi's brand culture and new Audi models to customers, so we will definitely do our best in this order. If the order cannot be fulfilled, we still want to convey the culture and value of Audi brand to consumers through this platform.
Moderator: We have cooperation with the auto show. Is there a salesperson on site?
Zhang: Yes, there are salespeople.
Compere: Are we the only ones?
Zhang: To be honest, no, there are other stores. Services must compete. Isn't exclusive a bit monopolistic? We have five sales consultants on site. If we have customers who are interested in Audi vehicles, we want to know the performance or price of their products, as well as some preferential policies. We can all come to the scene to find our sales staff. These salespeople are all selected from the elite in the store, looking for professional salespeople, who will definitely give customers a good and comprehensive explanation.
Moderator: Because I think it is also after the epidemic, the auto show may be better than before.
Zhang: On the whole, we think it is better. Besides brand promotion, I feel rejuvenated. Many models, including Mercedes-Benz and Audi, such as Audi Q3 and Q5, put more money into the auto show, which is closer to consumers' life and family needs. Many dimensions are similar in this respect.
Moderator: My question is here. Thank you.
Zhang: Thanks to car home.