It is true that the profits of the auto retail industry are indeed declining year by year in the eyes of people with clear ideas. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 ｉｎｆｏ

Those self-employed people who used to make a lot of money are now starting to make ends meet, and some stores have even begun to face closure.

There are many reasons for this, including the problem of financial pressure, the problem of compressed automobile profits, and even the unequal status of 4S stores and automobile manufacturers.

It is not uncommon for automobile manufacturers to forcibly tie in and forcibly pick up 4S dealers from the perspective of maximizing their own interests.

And the sales outlets are too dense, profit margins are decreasing year by year, with the intensification of competition and the gradual increase in investment, its 4S store is difficult to support its operating costs, which is a great risk for 4S dealers.

These problems have existed for a long time, but people have chosen to ignore them.

Too many people are still immersed in the current windfall profits, not predicting the future in three or five years, if it is really at that time, people who have invested a lot of financial resources to come in are afraid that it will end in a bleak ending.

As the top existence of Hengcheng Group, he can avoid many small problems, but the impact of big problems on him will also be unimaginable for those small 4S stores.

Huge scale means huge labor costs, office costs, once the profit can not support its continued operation, these basic costs alone, can crush Hengcheng Group.

Now, Lu Heng raised these questions very ahead, and it was not groundless, but reasonable.

So, how do you fix it?

The path to branding that he proposed?

Lu Heng put down the water and looked at everyone and smiled slightly, his smile was as contagious, which made the worry in everyone's hearts dissipate a lot.

"It seems that everyone is aware of the problem, and since they are aware of it, it is a good thing!"

Lu Heng slapped his face, continued to stand up and said: "Company branding is actually the best solution to these problems. Once the company has formed a brand, then the position of us and the manufacturer will be redivided and become equal. Their car is a brand, and our dealers are not a brand, and at that time, the two sides will no longer be a relationship of supply and demand, but the purest cooperative relationship!"

Zhao Gen nodded, if the signboard of Hengcheng Group really became a household name, then the major automobile manufacturers really had to pay attention to it.

At least we can't treat Hengcheng Group in the same way as dealers.

"Secondly, branding is the most conducive means of communication. Before customers buy a car, they will choose their favorite model, and then choose the 4S store where they buy the car. Once Hengcheng Group forms a brand effect, then they will think of 'go to Hengcheng's 4S store to buy'! In this regard, it can also increase customers' loyalty to the company, even if they change cars in the future, they will give priority to us. ”

Lu Heng talked eloquently, not panicking at all.

He rarely tells people about these things, but that doesn't mean he doesn't pay attention to them.

As early as the first time he stepped into the automotive industry again, he knew that the automotive retail market would change in the future.

It's just that at that time, others were soft-spoken, had no underlying capital, and only knew about it, and couldn't respond effectively.

In fact, before his rebirth, the automobile market had already come to that point, and a large number of individual 4S stores closed down directly because of poor management and unable to make ends meet.

Only some profit points or large groups survived, which is why he established Hengcheng Group early.

Collectivization is conducive to the integration of resources to resist market changes.

And branding is to push the group to the pinnacle!

"Finally, there are many advantages of branding, such as actively attracting the cooperation of manufacturers, strengthening the impression in front of government functional departments, and attracting stronger and better talents to take the initiative to join the ........"

"It can be seen that branding will be the ultimate way out for auto retailers! Only by branding can we have an equal dialogue with manufacturers. Customer loyalty can only be increased if it is branded. Only by branding can we be unique among many peers!"

Everyone nodded.

After Lu Heng said this, they also understood the advantages of the so-called "branding" in Lu Heng's mouth.

If it really reaches that point, Hengcheng Group will become a unique presence in the automotive industry.

Not a manufacturer, but able to talk to car manufacturers on an equal footing.

They are also car dealers, but they are above them, and their ability to integrate resources far exceeds that of their peers.

For ordinary consumers, this will be a trustworthy "brand" and the first choice for buying a car.

Zhang Chengfeng's thoughts turned sharply, and finally he suddenly realized.

"If the brand of Hengcheng Group is completely erected, then even if there are customers who want to find fault, they must also consider that they are not facing a 4S store, but a famous and powerful behemoth. ”

Lu Heng nodded, "Yes, before they commit a crime, they must also consider the consequences of blackmail." Even if there are really people who have a tendon and do not believe in evil. We will also have enough confidence to fight a lawsuit with them, every time this kind of lawsuit, in addition to a small amount of losses, there is also a greater fame bonus, the so-called fame, will also be transformed into our brand strength, and eventually into a more actual customer group, sales, monetary benefits!"

Lu Heng's statement is actually very simple to understand from another angle.

It's nothing more than that Hengcheng now has a scale, but the world doesn't feel it, and others are just provoking a 4S store that is careful to survive.

But if you let others know that Hengcheng Group is not an existence that can be underestimated, then if others want to go against him, they must also weigh it.

Just like Tencent Group, in the early stage of their development, they can be said to have grown up in a voice of criticism, and all kinds of plagiarism were hung on it.

But when Tencent reaches a certain point, they are not afraid of any lawsuit at all.

It is even said that Tencent Group's legal department is the most powerful presence in the world's Internet.

Lawsuits? Come casually, the more you fight, the more benefits Tenxun will have!

Everyone else also understood the meaning of Lu Heng's words, and they all felt that branding was indeed a good choice, which could not only solve the current problems, but also play a role in taking precautions and laying the foundation for the future.

But in the midst of optimism, Tang Changyuan frowned.

"The future, Lu Dong has already depicted it for us. Pros, we also understand. So what are we going to do?"

Everyone's hearts sank, yes, how to do it.

said, everyone will, well, except for Lu Heng, they really didn't expect this before.

However, how to erect the brand of Hengcheng Group is indeed the most critical issue.