At the beginning of 2023, an automobile network drainage platform "price increase wind" disturbed the national automobile dealers, causing widespread concern. Automobile dealers’ associations or chambers of commerce in Guangxi, Hunan, Guangdong and other provinces and cities issued a document saying that "when car home, Know Car Emperor and Easy Car formulated the cooperation plan with automobile dealers in 2023, the membership price rose sharply, with the highest increase of 93%, which brought a serious burden to the majority of automobile dealers." China automobile dealers association also issued a document, setting up a special working group to negotiate and communicate with relevant platforms.
On January 10th, China Automobile Distribution Association responded to the reporter of the upstream news (reporting email baoliaosy@163.com) and said: "The negotiation work has come to an end, and the new price system of the drainage platform will be sent to the dealers one after another." On January 11th, Mr. Zhang, secretary-general of an automobile industry association in a first-tier city, told the upstream journalist: "The price increase of the drainage platform will increase the dealer’s sales cost in disguise, and it will eventually be passed on to consumers." Upstream journalists called the reserved telephone number for industrial and commercial registration of the above-mentioned automobile drainage platform for several days, but no one answered it before the press release.
Multi-local automobile associations boycotted
Recently, dealer associations in Guangxi, Hunan, Guangdong, Guang ‘an, Yichang, Dongguan, Chongqing and other places reported to china automobile dealers association about the substantial price increase of the membership fees charged by the three automobile network drainage platforms "car home, Know Car Emperor and Easy Car" to automobile dealers in 2023.
The red-headed document stamped with the fresh seal of Hunan Automobile Chamber of Commerce indicates that many Guangqi Honda and Beijing Hyundai Motor Dealers in Changsha reported that the cooperation plan given by Che Di in 2023 has increased sharply, and there are also very unreasonable terms in its contract and platform rules. Other platforms, such as car home and Easy Car, have also raised their prices substantially. According to the price calculation provided by Changsha Guangben automobile dealer, the lowest member price of deluxe edition in car home in 2022 is 162,000 yuan, and the deluxe edition will be cancelled in 2023, and the lowest member price of science and technology edition is 233,700 yuan, an increase of about 44%. In 2022, the membership price of the Zhixiang Edition of Easy Car Network was 170,800 yuan, and in 2023, the membership price was 238,800 yuan, an increase of about 39%; The membership price of knowing Chedi in 2022 is 132,200 yuan (280 units sold). If the number of transactions remains the same in 2023, the membership price is expected to be 255,500 yuan, with an increase of 93%.
After investigating 79 4S stores in 9 cities and states such as Changsha, Hunan Automobile Chamber of Commerce found that according to the arrangement of centralized purchasing policies of automobile manufacturers and automobile network drainage platforms, these 79 4S stores will have to pay more than 25 million yuan in membership fees to these three automobile network drainage platforms in 2023, with an average cost of 300,000 yuan for each store and the highest cost of 640,000 yuan. Coupled with various promotional activities of manufacturers and platforms throughout the year, the cost of network drainage will increase significantly, which will bring a burden to the majority of automobile dealers.
To this end, the Hunan Automobile Chamber of Commerce made a request, requesting china automobile dealers association to talk about the above-mentioned automobile network drainage platforms, and demanding that all drainage platforms no longer raise prices; Request china automobile dealers association to conduct special investigation in the whole country, and put forward opinions on standardizing the market behavior of automobile network drainage platform, so as to build a good market order.
The upstream journalist noticed that in addition to the Hunan Automobile Chamber of Commerce asking china automobile dealers association for help, the Guangxi Circulation Chamber of Commerce informed the dealer members to suspend the renewal of the 2023 contract with various automobile network circulation platforms. Guangdong Automobile Dealers Chamber of Commerce issued a proposal to all automobile drainage platforms, calling for no or less price increase and win-win cooperation. In addition, automobile associations in Binzhou, Yichang, Yiyang, Dongguan, Guang ‘an and other places have issued similar notices or initiatives, indicating that the prices of various automobile platform operators have been rising in recent years, but the quality of clues has been declining, which has increased the operating costs of dealers, which is unbearable for enterprises.
▲ Many automobile industry associations expressed concern about this matter.
China Automobile Association responded: Optimization plan will be introduced.
On January 6th, china automobile dealers association released a letter on the communication progress with the automobile network drainage platform, in which the Association’s special research working group conducted consultation and communication with the relevant platforms respectively, which not only fully reflected the difficulties and reasonable demands faced by dealers, but also understood the content and planning of the platform’s service products. The relevant platform parties said that they fully understood the current difficulties and demands of dealers, and have come up with specific adjustment and optimization methods and dealer support programs, and will inform dealers in the near future.
So, what are the contents of the optimization plan? When can it be delivered to the dealer? On January 10th, the upstream journalist called china automobile dealers association, and the relevant person in charge who answered the phone said: "At present, the association has finished communicating with the platform. Today (10th), the relevant optimization and adjustment plan of Chedi will be introduced, and the car dealers, car home and Easy Car will be notified."
On January 10th, an upstream journalist visited a number of car dealers in Chongqing. Mr. Liu, a joint-venture brand dealer, told the reporter: "We haven’t received the plan yet. From the first time we purchased 40,000 yuan to 50,000 yuan, it rose to more than 130,000 yuan this year. I think the increase is a bit excessive and unreasonable. I hope that the new plan can continue the previous policy. " In Yuzhou Road, Yuzhong District, Mr. Peng, the relevant person in charge of a domestic brand car dealer in Chongqing, said: "According to the current market situation, it will have a great impact on the daily operation of our 4S shop to bear such a large proportion of platform expenses. I haven’t seen a new plan yet, and I hope there will be changes. "
In the past few days, upstream journalists have repeatedly called the reserved telephone numbers for industrial and commercial registration of Zhiche Di, car home and Yiche. As of press time, no one answered. Mr. Shan, a veteran in the field of automobile sales in Chongqing, told reporters: "The possibility of further price increases in the future is not ruled out. Because the dealer is an important bridge for them to realize the virtual network traffic, the car network drainage platform usually signs an annual contract with the dealer, and the platform relies on its content advantages to give the interested consumers the inquiry (that is, sales leads) to the dealer, thus facilitating the transaction. For this reason, the dealer has to pay a platform entry fee (that is, membership fee) every year. Every time the dealer completes a sales lead transaction, the platform will also withdraw another part of the commission. "
It is undeniable that the coverage of consumer groups on the car Internet platform cannot be underestimated. In Jiangbei District, the person in charge of an imported brand car dealer also told reporters: "This time, the dealer was forced into a dilemma. After all, consumers’ consumption habits have changed now, and dealers can’t use these vertical platforms. There is still a degree of price increase. "
Expert analysis》》
The price increase of the platform is finally passed on to consumers.
On January 11th, Mr. Zhang, secretary-general of an automobile industry association in a first-tier city, told the reporter: "The platform charges more fees to dealers, and the sales cost increases, which will definitely be passed on to consumers in the end. What if the business can’t make a profit? Even if the price is reduced, it is for profit. Now, including our city, although many cars are sold, many of its dealers are losing money. Now that the price of the network drainage platform has increased, the price reduction of dealers is not so high, and it is necessary to find a profit balance point by passing it on to consumers. If dealers can’t continue to operate, then the entire automobile industry chain will be affected. "
Upstream journalist Feng Shengyong Wen Image source network
Editor Yang Bo
Editor Rollin Wang Guan Yi
Audit Feng Fei
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