The beautiful country has 50 states, 311 cities with more than 100,000 people, and approximately 35,000 towns.

It is impossible for Xinghai Hummer Company to open directly-operated stores in every city or even town, because the sales cost is too high.

The strategic departments of Xinghai Hummer Company and Xinghai Group calculated the cost of sales for Mu Yang.

How many cars do you need to sell to make it more profitable for the company to open a directly operated store rather than selling to a dealer?

If sales are poor, opening a directly operated store will undoubtedly result in losses.

If it is sold by a dealer or agent, including rebates and subsidies, the manufacturer generally gives a 10% gross profit margin.

When customers buy a car from a dealer or 4S store, they will receive a relatively large discount. The dealer or 4S store will naturally have to earn back from the marginal business.

If the sales of a car brand are relatively good, the profit margin given by the manufacturer will be smaller, but it will still be at least 5%.

According to the pre-sale price of the Xinghai Hummer EV, US$144,800 will give a profit margin of US$7,420-14,480.

It plans to open 200 directly-operated stores in 50 major cities across the country. The average decoration cost of each directly-operated store is about 150 square meters, which is about 20,000 US dollars. The annual rent of mainstream malls ranges from 100,000 to 200,000 US dollars. Each store

The store requires 3-6 people (in addition to sales, including post-service personnel, etc.), and the labor cost ranges from 150,000 to 300,000 US dollars.

The total annual expenditure is about 50 million to 100 million US dollars, including selling bare cars, and at least 5,000 vehicles need to be sold every year to break even.

However, in fact, there are also some management costs, follow-up employee management costs, etc., as well as channel promotion expenses and taxes, etc., if the annual sales volume is less than 10,000 vehicles, it is really not cost-effective to open a direct store.

It's better to leave it to a dealer for sale.

For example, if a car manufacturer lacks funds, it is suitable for consignment sales, and sales may increase several times.

If the car is sold at a low price, it is more suitable for consignment sales;

If the selling price is high, potential customers are concentrated in big cities, and sales are good, then it is suitable to open a direct-operated store.

Xinghai Hummer's plan to open a direct-operated store also has a lot to do with the car sales model of the beautiful country.

In beautiful countries, there is no such thing as 4S stores. They are called "car dealers", that is, car dealers. Car sales and after-sales services are separate systems.

Of course, this is not absolute. Car dealers with a certain scale will also establish a sales and after-sales service system like Huaguo, but only very few.

This does not mean that 4S stores are very advanced. National conditions are different, and the 4S store model may not be suitable in a beautiful country with a vast territory and sparse population.

The largest car dealer in the beautiful country is AutoNation, and there are other relatively large dealers. Dealers of this size are very rare in China. They also have their own stores, but they sell a variety of cars and brands.

Sell ​​them all, and promote whatever brand sells well.

If Xinghai Group sells its cars to these dealers, it has no autonomy unless the sales are very good and the profit margin is large.

Mu Yang thought of the future sales model of new energy vehicle dealers: opening direct-operated stores in shopping malls.

In a context where the brand value is not as good as Tesla's, "new domestic car manufacturing forces" represented by Ideal, Dapeng, Weilai, and WM Motor have opened stores in shopping malls.

This kind of layout is different from the past when you go to a 4S store or dealer store to buy a car and you can immediately test drive it. "Opening" a new energy vehicle store into a shopping mall makes the audience less aware of the driving experience of the car itself, but it uses

It has increased the huge passenger flow of the shopping mall and expanded the awareness of new energy vehicle brands.

What was the result?

Ideal, Weilai and other cars are selling very well. I just want to say that due to the car, the sales volume is somewhat affected.

If these car companies hand over the cars to 4S stores for sale, most customers will not look at the cars, and the final sales will probably not be optimistic.

For any new thing, people must first be exposed to it more conveniently, then they will have more understanding and desire to sell.

After 2020, new energy vehicle companies will open experience stores, retail stores, and membership stores into shopping malls, which has become a new format for urban consumption.

Now, Muyang has popularized this model of opening direct stores in shopping malls in the beautiful country first, but it is only suitable in the beautiful country and may not be applicable to other countries. This is related to the national conditions of the beautiful country.

The beautiful country is the world's second largest automobile market. Last year's automobile sales were not much different from those of China, including 10 million passenger cars.

The sales volume rankings of various car companies are General Motors, Ford, Chrysler and Toyota. The sales volume is not much different, with sales of one to two million each year.

Hummer EV has no comparable competitors, or in other words, there are millions of cars, so customers may be inclined to buy Hummer EV.

Xinghai Hummer has achieved small batch production, and the model size and configuration have been fixed and will not change. It will be updated in the next year at the earliest.

Frequent upgrading and upgrading, consumer psychology is very unbalanced, especially when the production of new products is stopped, the original car price will depreciate significantly, the production of spare parts will be reduced, the price will rise, and the customer's later maintenance costs will also increase. Car dealers will collect second-hand cars.

Cars are very risky.

In order to stabilize consumers' purchasing psychology, Xinghai Hummer proposes a four-year or 100,000-kilometer warranty for the vehicle and a 12-year or 240,000-kilometer warranty for the battery pack.

After all, new energy vehicles are emerging products, and the battery pack accounts for the highest cost. The warranty period and kilometers are not much different from the lifetime warranty. After driving for 12 years or 240,000 kilometers, the car is almost scrapped.

Domestic car enthusiasts have an impression or label of each brand of car, such as BMW: the car has a price tag of 150,000 yuan, and I am the best at handling it.

Porsche: Thanks to Congtai, I have a younger brother called Baoshitai

50: Decisive battle in Qiu Mingshan, the loser leaves his car mark

Audi: I don’t care, my lights are the most beautiful

…

Regarding Hummer, many car enthusiasts who have seen the Hummer EV show joked: In terms of size, off-roading, and advanced technology, everyone here is a junior!

In fact, this buzzword also has Mu Yang’s guidance to the public relations department. Don’t let car fans give a bad label to your own brand car. It is better for your company to write soft articles to instill Hummer EV’s car manufacturing philosophy in car fans.

.

The Hummer EV pre-sale is approaching, and many potential customers have been paying attention to this car for a month or two, waving their money and waiting for the pre-sale to begin.

Vice President of Ventilation Nathan jumped out to make a public comment: "Hummer EV has been pre-sold less than a year after its establishment. It seems that it is too eager for quick success and should be settled for a while. Maybe the evaluation in recent times has been good.

However, its price is too exaggerated. The low-end version costs nearly 150,000 US dollars. This is simply not affordable for ordinary families. Who would buy such a big car? Moreover, it is a new energy vehicle and its energy consumption is not low.

In short, I am not optimistic about the sales of the Hummer EV. Even if the pre-sales results are good, the 50,000-unit bet will ultimately be based on the actual transaction results. At present, it seems that whether the Hummer EV can achieve mass production is still a mystery."

This time, Nathan's evaluation was more pertinent, and he was not wrong. Many people supported his views.

So what if the pre-sales are good? If the actual sales volume is less than 50,000 units in July next year, Mu Yang will have lost the $100 million bet.

But what most people prefer to see is Nathan making a fool of himself and Mu Yang losing $100 million, which is really nothing to watch, since the money doesn't go into his pocket anyway.

When the pre-sale price of the Hummer EV reached China, domestic netizens lamented that even the domestically produced Hummer EV was not much cheaper. Many netizens originally thought that they could buy a low-end version for 600,000 to 700,000 yuan.

Similarly, most domestic netizens are not optimistic about the pre-sale of Hummer EV because the price is too high.

In fact, most of these netizens are ordinary people. If they are rich people, they have different opinions. Maybe they won’t buy it even if it is cheap. There are BBAs all over the street. What’s the point of buying them to show off? You have to have personality.

At the end of June, the Xinghai Hummer experience store has launched new cars, and consumers can sign up for test drives.

In order to promote new cars and build new stores, Xinghai Hummer spent 50 to 60 million US dollars in one month to train employees and open new stores.

The new car is available in the experience store and is actually open for pre-sale. However, in order to create a hot sales effect, the pre-sale will not be opened until 8 o'clock in the morning on July 1st.

Although pre-sales are not available, customers can go to the store, connect their mobile phones, download the official Xinghai Hummer APP, first fill in their personal information, and then select their favorite models, interiors and accessories in the "Understanding and Ordering" column of the APP's "Mall"

, after the pre-sale restrictions are activated, you can place a deposit directly in the APP. Although you do not need to go to the store to pay, you still need the help of the sales staff to confirm the order information.

The pre-sale deposit is US$5,000. Once paid, it is non-refundable once the order is confirmed.

The price of the car is so high, so the deposit is not much.

The Xinghai Hummer APP has four sections: exploration, mall, territory, and mine.

In the exploration section, you can view the parameters of all new cars. There are sub-sections such as must-reads when buying a car, car guides and test drive appointments, as well as car owners’ car pick-up notes, test drive experiences, car life and other soft articles.

The "territory" section is the circle of car friends. Hummer APP has created such a social circle, allowing these like-minded people to have a common hobby circle, which can also expand the influence of Hummer EV.

The "My" section is actually user information, where you can view reservation progress, order progress, activities and messages, etc.

Since test drives were opened in various stores, Hummer EV test drive experience activities have been very popular. Customers have to queue up for test drives. The test drivers are very busy and tired. However, the company does not have many test drives. There is only one test drive in each store.

And most of them are high-end cars with only one test driver.

Xinghai Hummer Company clearly stipulates that test drivers and sales staff clearly explain the configuration of the test car to customers. Some customers think that the high-end car they test drive is the low-end car they have booked, causing misunderstandings in information transmission.

At the same time, it must also be made clear that the level of autonomous driving does not reach full autonomous driving.

Xinghai Hummer's sincerity and proactive explanations to customers have won the favor of most customers, who are most afraid of being cheated.

The Hummer EV has not yet been pre-sold, and test drive reviews have been overwhelmingly positive.

Even harsh car reviewers mostly praise it except for the price.

Davis is 35 years old and is a chemical engineer in a company. His annual salary is about US$90,000, which is at the upper-middle level for the same position in the same industry. His wife is an ordinary statistician with an annual salary of US$63,000.

In a beautiful country, their salary and benefits are nothing, they are just the conditions of an ordinary family.

Wages also need to be taxed, with tax rates ranging from 10% to 37%. The tax deductions for singles and marrieds are different, and they vary from state to state.

Davis's wife pays joint taxes, with a total annual income of $153,000. After deducting various tax deductions (such as real estate taxes), their annual income tax rate is 22%, and they end up with only about $120,000.

He has three children, ranging in age from two to five, and two parents. However, he and his parents live separately and occasionally need to get together.

He was about to change his car recently and happened to have his eye on the Hummer EV. He fell in love with it as soon as he saw the appearance.

Based on their financial situation, it is not difficult to buy a car with a down payment and a loan, but there is also a lot of pressure.

After the test drive, he wrote a car review.

[Reason for choosing the car: I like its large size and space, it is very aggressive, I like its black technology, and its off-road performance. The more I look at it, the more I like it. There is no other car of the same level, it is incomparable, and there is no such a big SUV.

】

[Most satisfied: The driving experience is very light, not like a big car at all, the steering is very light, you can hit wherever you point, and the power is available as soon as you step on it. 】

[Appearance: Not much to say about the appearance. Various car reviewers have commented on it. It can be seen from the photos that there are a thousand Hamlets among a thousand people! 】

[Space: I would like to focus on space, which shocked me!

Generally, the large size has seven seats. The third seat can only bend the legs. It is difficult for big people to sit down. I am a fat man of 190cm and weigh 150kg. The space of this Hummer EV is particularly suitable for me. Even in the third row, I can sit.

Stretching your legs after getting down is a bit exaggerated.

The second row of seats is like a large sofa. Another advantage of this car is that when the second and third rows are folded down, they can be connected together flatly, where cargo can be placed and used as a large bed, which is very convenient for home travel.

.

Our country is a country that does not implement family planning. Generally speaking, people have at least two or even more children. This is very common.

I have three children, and my parents are still alive. The Hummer EV can seat four adults in the second row without any problem. One car is enough for a family trip. Even the driver can carry nine people, and they all feel spacious. The passenger capacity is comparable to an MPV.

.]

[Power: The second thing that shocked me was the acceleration. I stepped on the accelerator lightly and flew away without the roar of a gasoline car. If I didn't look at the reference object, the speed of the car was 100, and I might have thought it was in the 30s or 40s.

Feel.】

[Interior: I like the style, the materials are very good, I heard it is NAPPA leather, and it is wrapped in a large area of ​​leather, the color style is brown and gray, and the suede leather roof is very classy. 】

[Least dissatisfied: I waited too long for the car. The low-end version has a battery life of 600 kilometers. It is very good if it can actually run 500 kilometers. If you run a long distance, you can’t find a charging pile. Charging is troublesome. You can only charge slowly, which is barely enough.

accept.】

[Comprehensive evaluation: This car is awesome in terms of appearance, interior, interior space, driving experience, and power.]

There are many similar comments. Not only on the official APP of Hummer EV, the automotive media also announced the pre-sale time of Hummer EV and the video of the car reviewer. Generally speaking, it was well received.

Those with bad reviews mostly said that the price is too high, the car is too big for urban transportation, it is inconvenient for female drivers to drive, charging is inconvenient, they hope Hummer will produce a plug-in version and a smaller Hummer EV, and they also complain about new energy sources.

There are a lot of concerns about the safety of the car's battery.

The most speechless comment is that some car owners don't like the sound of electric vehicles without the roar of the engine.

Mu Yang, who is in China, also read reviews from car reviewers, and after reading them, he felt less worried.

If the reviews are all bad, sales will definitely not be optimistic.

Of course, there are also car companies that deliberately discredit the Hummer EV and do not want the Hummer EV to rise.
Chapter completed!