Interview with Beijing Auto Show: Su Ping, Chairman of Xinmin Heng Group

[car home? Interview with People] At the 2020 Beijing Auto Show, we interviewed Mr. Su Ping, Chairman of Xinmin Heng Group. The following is a record of this interview.

Su Ping, Chairman of Xinmin Heng Group

Moderator: Thank you for your busy schedule to participate in an exclusive interview with car home. Teacher Su, first of all, tell us about Xinmin Heng Group. What stores and brands are there?

Su Ping: Hello, this is Su Ping from Xinmin Heng Group. First of all, before the two festivals come, I wish netizens smooth work, good health and happy families. Xinmin Heng Group was founded in 1996, and it has mainly formed three major sectors in the development of more than 20 years. One is cars, the other is finance, financial pawn, cultural media, especially the sales of new energy vehicles, which exceeded 65,438+for three consecutive years. Especially in 20 19 years, it reached more than13,000 units, forming the largest new energy sales system in China and laying the industrial foundation of new energy.

Moderator: What do you think of the car market in 2020 this year? What specific work has the Group done in marketing and brand promotion?

Su Ping: Because we all know the epidemic situation, especially in Beijing. After the second epidemic, it started to pick up in July. A certain foundation will be laid before the Spring Festival in 2020, and more than 1000 sets will be reached before the Spring Festival. Our group has made full preparations for the epidemic. On New Year's Eve, our masks, epidemic prevention materials and disinfectant are ready. On the fourth day of the Lunar New Year, almost 70% of the staff returned to Beijing. On the seventh day, we started to stay at home by ourselves. Two groups of people go to work. It turns out that we have all experienced SARS and have some experience. We can't say that we are more than ten days ahead of the government. Anyway, we made full preparations, reacted quickly and started work quickly. Then we got off work on February 26th and started in March and April, so the sales volume was good. Although it has a certain impact, everyone knows that May is slightly better. After the second epidemic, we stopped again. I received a notice from car home before coming. After visiting, I put the data of several brands, and the number of new energy brands reached 8,000. So far, this month has not passed, and it should reach more than 800 this month. There are more than 1000 orders for the sales of new energy vehicles in our whole group, including BYD's Han and Roewe's EI6, all of which are new products, and there are some orders. Our peak last year was 65438+. We strive to reach the level of the same period last year, because Beijing has added another 20 thousand indicators, and we robbed it. If it is done, it should be no problem, and we are still relatively confident.

Moderator: You just mentioned 20,000 indicators. Has our group done anything to further promote the sales of these 20,000 indicators?

Su Ping: Including cooperation with car home, including some self-media projects. For example, we organize cultural specials, celebrity specials, and craftsmen who like intangible cultural heritage and national treasures. Please come to our place to make it on the spot. According to different customer groups, we organize some activities, such as car home's Chinese Character Cultural Center in the Forbidden City. BYD is how Oracle Bone Inscriptions evolved into Chinese characters. From Chinese characters and Korean cars, how to combine traditional culture with modern science and technology, we made a special topic. This effect.

Moderator: Do we mainly invite users who have already dived to buy a car to participate?

Su Ping: Yes, including some projects in which we have done a lot of value-added services, including now we have bought 65,438+000 scooters, and your customers have also bought cars from me. If there is a traffic accident or it cannot be repaired within one day, we will not delay your use of the car. I'll give you our scooter for free. If you have an accident, your car will be repaired here for more than two months and you can use our scooter for free in the future.

Moderator: Now we all know that the profit of new car sales is getting lower and lower, and dealers pay more attention to after-sales service, including second-hand car management. How do we view this change in the profit structure of dealers?

Su Ping: We increase the customer's stickiness through some value-added services, including extended warranty projects, financial projects and renewal projects, including scooter replacement and used car replacement, which can be integrated together, so value-added services are imperative. The future development direction may be the post-market. We have been talking about the aftermarket, and everyone has not refined it. Now we are refining each project and building a platform. If you just yell,

Moderator: And when it comes to after-sales service, in fact, consumers are particularly insecure and have a weak sense of identity. There are also some services that are opaque, shoddy and so on. Now more and more dealers may pay attention to this problem.

Su Ping: Besides, all our value-added projects have written agreements, which are different from the original ones. Get the terms agreed. What do we promise you to reassure our customers? The terms are very standardized.

Moderator: From your point of view, is the consumer's recognition of after-sales service higher than before?

Su Ping: Anyway, I think our customers are very high, and many of them agree.

Moderator: Is there any cooperation between our group and the booth of the auto show this year?

Su Ping: We are all here.

Moderator: Is there a sales consultant on site?

Su Ping: Yes, we have also made some materials, and we are also looking for some materials for future online publicity and activities, so as to seize some orders.

Moderator: From the perspective of products, do we have any major automobile products and models to introduce to consumers?

Su Ping: A BYD Han and a Song PLUS. These two cars are still exploding this year. Including the Roewe 7-seat IM8, it is also a car with bright spots.

Moderator: At present, the seven-seat car is still very concerned. Do you have any expectations for the sales of this auto show in terms of the passenger flow and booth setting you saw this morning?

Su Ping: I think after the auto show every year, the sales will increase. Most people who want to buy a car will come and have a look. After seeing it, it's time to start. It should be helpful.

Moderator: Are there many orders placed at the auto show?

Su Ping: There should be quite a few people the day before yesterday. I think there should be quite a few people today. There are more tourists visiting Beijing today, but there are no international brands. International brands did not participate this year. I wonder if people from other places will really come. I think the traffic today is ok.

Moderator: This morning, several dealers reported that this auto show was also suppressed for some time, and I feel that my expectations should be quite high, which will be better than the previous two years.

Su Ping: I think so.

Moderator: There is no order placed at the scene, and I will have it when I get home.

Su Ping: Go home and place an order.

Moderator: Do we have any new measures and targets in the fourth quarter?

Su Ping: Goal: We are going to guarantee a minimum of 4,500 yuan, strive for 5,000 yuan, and guarantee the monthly sales of 1500 yuan, so that I can basically be the same as last year. If it is the same as last year, it will be a victory.

Moderator: This environment is not bad.

Su Ping: I can accept it if it is less.

Moderator: Because we are talking about the transformation of 4S stores now, what do you think of this?

Su Ping: I don't think we can talk about the transformation of 4S stores blindly. After all, our manufacturers and distributors have invested so much. How many years have you been in transition? This new force model is not necessarily wrong. They are exploring a U-turn. Let me give you an example. Shopping malls and automobile 4S shops are different groups. These two groups are completely different groups. We feel that I can learn from the marketing model of new forces, but we must adhere to the traditional sales model, which is absolutely unshakable. But I think the new forces will eventually move towards tradition. Even if you buy a car in the mall, the quality of service will not go up. Now Tesla has this problem. With more cars, the quality of service can't go up. He is still looking for many service shops. Now he wants to turn around and do something, so how should the traditional marketing model be combined with our new model?

Moderator: And as you said, the new forces are still carrying it, because the initial delivery is relatively low and the number of users is not that large. If the quantity like ours is large, it will be very difficult.

Su Ping: Including shopping malls like ours, our group sells more than 1 10,000 units, and Beijing has a target of 60,000 units. We sold over 65,438+00,000 units and 65,438+03,000 units. We can't even imagine how you can handle these small shopping malls.

Moderator: But the direct selling model is equivalent to removing the intermediate customer service link.

Su Ping: Yes, so once it appears and sells well, you must have a service problem.

Moderator: Now everyone is saying that the new forces are good, the user experience is strong, and the tradition needs to be transformed in a new way, but no one has considered what consequences the new forces will have in the future.

Su Ping: Yes, it will be too late then. You might as well do it together, and fully combine the traditional marketing model with the new marketing model. The customer groups are completely different, and the marketing model is completely different, because I made a new energy vehicle a long time ago, and we are also discussing some issues with many new forces.

Moderator: You have also witnessed the rapid development of new energy vehicles. Do you think these brands we hold now have any specific advantages?

Su Ping: We are mainly national brands, and our group also pays attention to new energy. As we all know, BYD is still optimistic about entering the field of new energy vehicles. After verification in recent years, the battery is still good, and the battery life and power failure are basically not too strong. We have reduced the cost price and increased the endurance, including the power failure is not serious, so this is the future development direction.

Moderator: The feedback from dealers to end consumers is still quite good.

Su Ping: Our group still has more than 800 orders that have not been delivered. I estimate that there are thousands in Beijing, and there should be more than 40,000 in China.

Moderator: We don't have much anxiety in 2020.

Su Ping: Demand exceeds supply.

Moderator: Because I have also been to the BYD store in Yizhuang, I feel that the passenger flow and service are quite in place.

Su Ping: Thank you.

Moderator: Ok, Teacher Su, that's all for today.