Rebirth 2008: I Can Make Money Reading

There are 50 states in the Pretty Country, 311 cities with more than 100,000 people, and about 35,000 towns.

It is impossible for Xinghai Hummer Company to open direct stores in every city or even in towns, and the sales cost is too high.

The Xinghai Hummer Company and the Xinghai Group's strategy department gave Muyang an account of the cost of sales.

In the end how many cars to sell, it is more profitable for the company to open a direct store than to sell it to a dealer.

The sales are not good, and there is no doubt that opening a direct-sale store will lose money.

If it is a distributor or agent for sales, including rebates and subsidies, manufacturers generally give a 10% gross profit margin.

When a customer buys a car at a dealer or 4S store, there will be a relatively large discount margin, and the dealer or 4S store will naturally earn back from the marginal business.

If the sales of the car brand is better, the profit margin given by the manufacturer will be less, but at least 5%.

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

It is planned to open 200 directly-operated stores in 50 major cities in the United States. The average decoration cost of each directly-operated store is about 20,000 US dollars. The annual rent of mainstream shopping malls ranges from 100,000 to 200,000 US dollars. The store needs 3-6 laborers (in addition to sales, but also post-service personnel, etc.), and labor costs range from 150,000 to 300,000 US dollars.

The total annual expenditure is about 50 million to 100 million US dollars. It only counts the sale of naked cars. At least 5,000 cars need to be sold every year to balance the account.

However, in fact, there are still some management costs, etc., management costs for follow-up employees, etc., and considering channel publicity costs and taxes, etc., if the annual sales volume is less than 10,000 units, it is really not cost-effective to open a direct store. Might as well hand it over to a dealer.

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

If the price of the car is low, it is more suitable for consignment;

The price is high, the potential customers are concentrated in big cities, and the sales volume is good, so it is suitable to open a direct-sale store.

Xinghai Hummer plans to open a direct store, which has a lot to do with the beautiful country's car sales model.

In the beautiful country, there is no such thing as a 4S shop. They are called "cardealers", that is, car dealers. Car sales and after-sales service are separate systems.

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

This is not to say that 4S stores are very advanced, the national conditions are different, and the 4S store model may not be suitable for beautiful countries with vast areas and sparse populations.

The largest car dealership in the beautiful country is, and there are other large-scale dealers. Dealers of this scale are very rare in China. They also have their own stores, but they sell a variety of cars, regardless of the brand. Sell, promote what brand is what sells well.

If Xinghai Group sells its own car to these dealers, it has no autonomy unless it sells very well and gives a large profit margin.

Muyang thought of the future sales model of new energy vehicle dealers: opening direct-sale stores in shopping malls.

Under the background that the brand value is not as good as that of Tesla, the "new domestic car manufacturing forces" represented by Ideal, Dapeng, Weilai and Weimar have opened stores in shopping malls.

This kind of layout is different from the past when purchasing a car at a 4S store or a dealership store and taking a test drive immediately. "Opening" a new energy vehicle store in a shopping center reduces the audience's sense of the driving experience of the car itself, but uses The huge passenger flow of the shopping center has expanded the recognition of the brand of new energy vehicles.

What was the result?

The sales of Lili, Weilai and other cars are very good, but it is said that due to the reasons of the car, the sales are somewhat affected.

If these car companies hand over their cars to 4S stores for sale, most customers will not go to see the car, and the final sales are mostly not optimistic.

Any new thing, first of all, people have to contact it more conveniently, only then will they have more understanding and the 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 form of urban consumption.

Now, Muyang has popularized this model of opening directly-operated stores in shopping malls in the beautiful country, but it is only suitable for the beautiful country, not necessarily applicable in other countries, which is related to the national conditions of the beautiful country.

Beautiful country is the second largest auto market in the world. Last year, the sales volume of automobiles was not much different from that of Huaguo. Among them, the sales volume of passenger cars also reached 10 million.

The sales brands of various car companies are GM, Ford, Chrysler and Toyota. The sales volume is not much different, and the sales volume is one or two million every year.

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

Xinghai Hummer has been produced in small batches, and the size and configuration of the model have been fixed and will not change. It will be replaced by the next year at the earliest.

Frequent replacement of new products makes consumers’ psychology very unbalanced, especially when new products are stopped, the price of the original car will depreciate significantly, the production of spare parts will be reduced, the price will increase, and the maintenance cost of customers will also increase in the later period. The car is very risky.

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

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

Domestic riders have an impression or label on various brands of cars, such as BMW: the car logo is 150,000, and I can control it best.

Porsche: Thanks to Congtai, I have a younger brother named Bao Shitai

Five Zeros: The decisive battle in the famous mountains in autumn, the loser leaves the car logo

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

…

Regarding Hummer, many riders who have seen the Hummer EV show ridicule: In terms of size, off-road, and black technology, everyone here is a little brother!

In fact, this catchphrase also has Muyang's guidance to the public relations department. Don't let riders put a bad label on their own brand cars. It's better to write a soft article from your own company to instill the concept of Hummer EV. .

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

Nathan, vice president of ventilation, jumped out and made a public comment: "Hummer EV has been pre-sold less than a year after its establishment. It seems that it is too quick for quick success. It should be settled for a while, and maybe the evaluation has been good recently.

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

In short, I am not optimistic about the sales of Hummer EV. Even if the pre-sale results are good, the 50,000-unit bet is still 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, he was right, and many people supported his view.

So what if the pre-sale is good, if the actual transaction is less than 50,000 units in July next year, Muyang will lose the $100 million bet.

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

The pre-sale price of the Hummer EV spread to China, and domestic netizens sighed. Even the domestic Hummer EV is not much cheaper. Many netizens originally thought that they could buy the 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 when it is cheap. BBAs all over the street, what is the meaning of buying and pretending, they must have a personality.

At the end of June, the Xinghai Hummer's experience store has already launched a new car, and consumers can sign up for a test drive experience.

In order to promote the new car and set up a new store, Xinghai Hummer siphoned in 50 to 60 million US dollars within a month to train employees and open new stores.

The experience store has a new car. In fact, the pre-sale can already be opened. However, in order to create a hot sales effect, the pre-sale will not be opened until the beautiful country at 8 am on July 1.

Although pre-sale is not possible, customers can go to the store, connect their mobile phones and download the official Xinghai Hummer APP, fill in their personal information first, and then select their favorite models, interiors and accessories in the "Learn and Order" column of the APP "Mall" , After the pre-sale restrictions are activated, you can directly place a deposit in the APP. Although you do not need to pay in the store, you still need the help of the sales staff to confirm the order information.

The pre-sale deposit is 5,000 US dollars. After payment, if the order is confirmed, it cannot be refunded.

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

The Xinghai Hummer APP has a total of four sections: Explore, Mall, Territory, and My.

In the exploration section, you can see the parameters of the whole series of new cars, there are sub-sections such as car purchase must-see, car guide and appointment test drive, as well as car enthusiasts' car pick-up notes, test driving experience, car life and other soft articles.

The "territory" section is the circle of car friends. The Hummer APP has established such a social circle, so that these like-minded people have a common circle of hobbies, 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 news.

Since the opening of test drives in various stores, the test drive experience activities of Hummer EV have become very popular. Customers have to queue for test drives. The test drivers are very busy and tired. And most of them are high-end cars, and there is only one test driver.

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

At the same time, it is also necessary to clarify the level of autonomous driving, which cannot achieve fully autonomous driving.

Xinghai Hummer's sincere and proactive explanation to customers has been liked by most customers, and customers are most afraid of being scammed.

The Hummer EV has not yet been pre-sold, and the test drive evaluation is very good.

Even harsh car reviewers mostly say good things, except for the price.

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

In a beautiful country, their salary package is nothing, it's just the situation of a very ordinary family.

Wages are also taxed, with rates ranging from 10% to 37%, and the tax deductions for singles and marriages vary and vary from state to state.

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

He has three children ranging from two to five years old, and two parents, who are separated from each other and occasionally need to get together.

He was about to change his car recently, and he just fell in love with the Hummer EV. He fell in love with it as soon as he saw the appearance.

With their economic 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 a car: I like its large size and space, it is particularly domineering, I like its black technology, and off-road performance. The more I look at it, the more I like it. There is no car of the same level, it is incomparable, and there is no such a big SUV. 】

[Most satisfied: The driving experience is very brisk, not like a big car at all, and the steering is particularly light, and the power can be reached as soon as you step on it. 】

[Appearance: I won’t say much about the appearance. All kinds of car reviewers have comments. It can be seen from the photos that a thousand people have a thousand Hamlets! 】

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

The average large-size seven seats, the third seat can only bend the legs, and it is very uncomfortable for a big man to sit down. I am a fat man of 190 and weigh 150 kg. The space of this Hummer EV is especially suitable for me. Even in the third row, I can sit in it. Stretching your legs back and forth is a bit of an exaggeration.

The second row of seats is like a large sofa. Another advantage of this car is that after the second and third rows are folded, they can be connected together flatly, and can be used as a big bed. It is very convenient for family travel.

my country is a country that does not implement family planning. Generally speaking, there are at least 2 or even more than 2 children, which 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. It feels spacious and its capacity is comparable to that of an MPV. . 】

[Power: The second thing that shocked me was the acceleration. I stepped on the accelerator lightly, and it flew out, and there was no roar of a gasoline car. If I didn’t look at the reference, the speed of 100, I might think it was 30 or 40. Feel. 】

[Interior: It is the style I like, the materials are very good, I heard that it is NAPPA leather, and it is wrapped in a large area of ​​leather. The color style includes inner brown and inner gray, and the fur roof is very high-grade. 】

[Most dissatisfied: Waiting for the car for too long, the low-end version has a battery life of 600 kilometers, and it can actually run 500 kilometers. It is very good. If you run a long distance, you cannot find a charging pile, and charging is troublesome. You can only charge slowly, which is barely enough. accept. 】

[Comprehensive evaluation: Regardless of the appearance of this car, the interior, interior space, driving experience, and power are all great. 】

There are a lot of similar comments, not only on the official APP of Hummer EV, but also in the automotive media where the pre-sale time of Hummer EV and the video of the reviewers have been announced.

Most of the bad reviews are that the price is too high, the car is too big to be inconvenient for urban traffic, the female driver is inconvenient to drive, and it is inconvenient to charge, I hope Hummer will release a plug-in version and a smaller Hummer EV, as well as complain about new energy There are many concerns about the safety of the car's battery.

The most speechless evaluation is that some car owners do not like the sound of electric vehicles without the roar of the engine.

Mu Yang, who was in China, also read the comments of the car reviewers. After reading it, he was less worried.

If the evaluation is bad, the sales are definitely not optimistic.

Of course, there are also car companies who deliberately black the Hummer EV and do not want the Hummer EV to rise.

Time passed quietly, and soon it will be July 1st, beautiful country time, the pre-sale will officially start!