New automobile sales management measures are introduced： you don’t have to go to a 4S shop to buy a car
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At present, the number of cars in China reaches 200 million. With the rapid development of automobile industry, the single system of automobile sales brand authorization can no longer meet the internal needs of development.
The "Measures for the Administration of Automobile Sales", which will be implemented on July 1st, defines four major reform directions. In the future, suppliers will sell cars through various channels or ways, dealerships can operate multiple car brands at the same time, and consumers can buy cars from various channels and enjoy after-sales service.
The Ministry of Commerce recently promulgated the Measures for the Administration of Automobile Sales (hereinafter referred to as the new Measures), which will be implemented on July 1 this year, and the automobile circulation industry will enter a new era.
Xiao Rongchen, director of the Market System Construction Department of the Ministry of Commerce, said that the promulgation of the new Measures is of great significance in the process of structural reform of the supply side of the entire automobile circulation industry, which will bring new vitality to the industry and guide the future 5-mdash; Development of automobile circulation industry in the past 10 years. The automobile circulation industry will enter the era of socialized automobile circulation system from the original era of single brand authorized sales, with socialization as the core feature and sharing and saving as the main features.
"The new" Measures "regulate the behavior of suppliers and dealers, but the ultimate goal is to determine the development of the automobile circulation industry by the market and consumer demand." Xiao Rongchen stressed. So, what are the new provisions of the new "Measures"? What has it brought to consumers?
Encourage a variety of sales models and promote the structural reform of the supply side of the automobile circulation industry
China’s automobile market is gradually maturing. By the end of March, the number of motor vehicles in China exceeded 300 million for the first time, including 200 million cars; There are over 364 million motorists, including 320 million motorists. However, it should also be noted that the single system of automobile sales brand authorization can no longer meet the internal needs of market development, and the problems of monopolistic operation are increasingly prominent, such as insufficient market competition, low circulation efficiency, unbalanced relationship between supply and demand, inflated prices of automobiles and parts, and declining after-sales service quality.
In this regard, the new "Measures" clarify four major reform directions: First, break the single brand authorization model and encourage multiple models to develop together. After the implementation of the new "Measures", brand authorization will no longer be mandatory for car sales. Second, promote the establishment of a new type of market subject relationship and promote cooperation between suppliers and distributors in a more fair and reasonable environment. Third, strengthen the protection of consumers’ rights and interests, so that consumers can understand the choice and free consumption. Fourth, speed up the transformation of government management mode and cancel the brand authorization filing system.
Letting go of the market, allowing the market to play a decisive role, encouraging multiple sales models and legalizing them are advocated by the new "Measures". Chen Ran, general manager of Gome Automobile Division, said in an interview that the introduction of the new "Measures" has an anti-monopoly nature, which has broken some unreasonable business models that are not in line with market development and accelerated automobile trading and circulation. For example, dealers can only operate a single brand of cars in a single store, 4S stores prohibit cross-regional sales, and suppliers will limit the price of after-sales accessories and vehicles. In the future, with the real implementation of the new "Measures", unauthorized modes such as e-commerce platforms, automobile stores and automobile supermarkets will surely further flourish and give consumers more diversified choices.
In Xiao Rongchen’s view, under the background of reform, the automobile circulation industry will form a "three-multi model" in the future: suppliers can sell cars through various channels or ways, dealerships can operate multiple automobile brands at the same time, and consumers can buy cars through various ways or channels and enjoy after-sales service.
With joint construction and free sharing, the automobile circulation system has entered the stage of socialized development.
Because the new "Measures" will affect the future 5-mdash; In the past 10 years, the government has judged that social marketing will become the future development direction when formulating policies, specifically to the automobile circulation industry, that is, the social automobile circulation system. Xiao Rongchen said that compared with the self-construction and self-use under the single brand authorization model, the system emphasizes the joint construction and free sharing of all parties in society. Although the authorization model may still be the mainstream for some time to come, the new Measures introduce a competitive mechanism to make the market more dynamic.
In addition, under the single brand authorization mode, due to the disproportionate input and output, the sales system authorized by suppliers is generally in first-and second-tier cities, and the development of automobile circulation system in third-and fourth-tier cities, including rural areas, is seriously lagging behind, but the problem of channel sinking will be effectively solved by developing socialized automobile circulation system.
Higher efficiency, lower cost and more convenience for consumers. The New Deal should not only improve the problems in automobile sales, but also optimize the after-sales service. For example, the new "Measures" clearly stipulates that the separation of sales and after-sales and the circulation of original parts in the after-market will inevitably promote the rapid development of the independent after-sales maintenance market, thus improving the service efficiency of the whole industry. However, it should also be noted that after-sales is a derivative business of sales, and there are not many contents involved in the new "Measures". Post-market enterprises should also compare the relevant policies introduced in recent years. Obviously, post-market reform is equally urgent and needs joint efforts from many parties.
Choose more, and the consumption experience will be fully improved.
At the special press conference on the new Measures on April 14th, Hu Jianping, deputy inspector of the Market Construction Department of the Ministry of Commerce, emphasized that the new Measures focused on strengthening the protection of consumers’ rights and interests, making consumption more transparent, convenient and affordable, and the consumption experience will be fully improved.
The new "Measures" propose that the state encourages the development of a shared, economical and socialized automobile sales and after-sales service network, and encourages dealers to carry out multi-brand operation. Different automobile brand enterprises can jointly build a shared sales network and after-sales service system. This means that consumers will be free to choose the way to buy cars and choose service outlets as needed.
In addition, the management measures regard suppliers and distributors as the dual subjects who bear the responsibility of after-sales service, and require distributors to clearly indicate the service content and price, fulfill the obligation of reminding important matters, and establish and improve the consumer complaint system.
At present, many consumers still hold a conservative wait-and-see attitude towards the new regulations. Mr. Yan, who works in an Internet company in Beijing, is a young car buyer. He believes that the introduction of the new "Measures" will not change his choice of car buying scenes, and 4S stores are still the first choice. In his view, the car buying habits of consumers, including him, have already formed a formula, and perhaps the policy will change after it is really implemented.
Mr. Yan, the sales manager of a 4S shop, also told the reporter that the practitioners in the automobile circulation industry are very concerned about the industry policy. On the day when the new "Measures" were released, they found the original text to look closely, but few consumers would take the initiative to pay attention to the introduction of the new industry policy. In his view, the language of the policy is not simple and straightforward enough for consumers, and the information is not accepted so quickly, and the impact is limited at present. At the same time, he also said that the introduction of the new "Measures" is beneficial to the whole industry. However, he is still worried that the OEM may not really implement the New Deal, and it may take time to break the monopoly existing in the industry.
As Xiao Rongchen said, in the future, the brand authorization model will continue, and the socialized automobile circulation system will not be completed overnight with the implementation of the new Measures, but it is necessary to gradually exert the market mechanism and finally build this network.