Car House Interview with Guangben Changyi Deputy General Manager Li Xuebin

Affected by the policy this year, Beijing's auto market performance has been relatively weak. Under circumstances where the general environment is not optimistic, how do dealers respond? We recently interviewed Li Xuebin, deputy general manager of Beijing Guangqi Honda Changyi Store.

Car home: This year's market policy and environment is not very good, we shop now how to sell?

Mr. Li: Truthfully speaking, in the context of Beijing, the overall situation will be affected. We are no exception. Compared to last year, we are selling more than two-thirds of last year.

Car home: Before I heard that many shops have launched a service that rents and sells them, we have these businesses?

Mr. Li: We also have, in fact, this business is called branded sales. As early as last year, a batch of cars were put on before the limit license, and some indicators were also obtained through the shake. At present, these vehicles have sold about 40 units, leaving a dozen indicators. It should be considered a new thing and it is also trying. It is mainly for those who are eager to buy a car and who have no sign at the moment, to provide some convenience.

Car home: Is it right? Our car will be covered, or for individual hot models launched.

General Li: At present, it is mainly the Accord. There are some Odysseys and front-runners. However, Feng Fan should have sold out. In fact, the customer applied for shaking the number, the car was transferred to his name, we continue to use the number back, then you can pick the car again.

Car home: What is the demand in this area?

Mr. Li: To tell the truth is still very big, but we are all subject to resource constraints, it is impossible to put all the cars are on the card waiting here, the financial pressure will be great. However, if you want to enjoy this business, the client's prerequisite is to have the Yaobang qualification to participate in Beijing. Only with this qualification, we allow you to do this business for temporary turnover. At present, our service cost is not much different from zero, and it doesn't cost much to spread to monthly.

Car home: Since this year's limit number, many shops have shifted their focus from new car sales to old car replacement business. This is also true for our stores.

Mr. Li: Yes, we are also like this. This year we should say that the proportion of old car replacement in the sales of new cars is not small, probably accounting for more than 30%.

Car home: There are some 4S stores that have begun to hit the foreign markets around Beijing. Do we have any plans for this?

Mr. Li: This is a sub-region of our Honda, but there is a relatively loose condition for Beijing. For example, some customers are resident in Beijing, but subject to the policy restrictions, he is not enough to apply for qualifications, he can from There is no problem for other cities to return to Beijing for use.

Car home: How like this kind of customer?

President Li: This year's customers are much more than last year, and indeed a lot.

Car home: I know that Guangben has introduced a post-sale extended warranty policy. Please introduce this business.

Mr. Li: Actually, this policy was promoted by Guangben last year. Guangben has been developing in China for more than ten years. In more than ten years, many customers' vehicles far exceeded the warranty period, and now the factory has set a three-year limit. 10 km of a free warranty policy, but many customers feel that the relevant services will decline after the overtime, we are also in order to maintain a brand image of Guang Ben, so Guang Ben here to promote an extended warranty service to provide a Follow-up warranty policy. After the proposal was made, this was initiated by Guangben. At present, the form of each store is different, and some are the introduction of an intermediary, that is, a third-party service company to do this. In other stores, for example, we are in our own shop to do the warranty. We are still very reassuring about the car in Guangben. The quality is still very good. The probability of an accident is also very low, but as a customer, it may be One hundred percent probability that once a problem occurs is a cost, so we are equal to the insurance company, hoping to provide a follow-up service, is also very helpful for the promotion of our brand.

Like third-party companies, they also need a profit margin, so their expenses will be higher than ours. However, the specific warranty items are the same, such as the engine, a single engine warranty. The warranty for a chassis system is set at 30,000 kilometers a year. This warranty is currently aimed at product quality and does not address product incidents. Because product accidents are separate in China and are done by insurance companies, they are actually the same in foreign countries. As long as the problem of car accidents is solved by insurance companies. So now there is extended warranty service.

Car home: According to previous years, although November and December cannot be compared with gold, nine and nine, it can be considered as a period of time. This year's performance of gold, nine silver and ten is not very good. So what are the goals in the last two months of this year?

General Manager Li: This year was actually influenced by the general environment. The first half was very flat and the second half had a turn for the better. In general, there was improvement in the second half of the year. We compared the customers who were basically to the store and were relatively stable. There was no obvious improvement in gold, ninety silver and ten, and there was no increase in arrivals. Compared with the first half, it is better than last year. I am hoping that there will be a slight increase at the end of the year, but a substantial increase should not occur.