f*****h
发帖数: 4489 | 1 虽然我不是特芬 但是对特斯拉的买卖体系还是强烈赞同 当时车便宜的时候特斯拉标价
低 现在dealer都加价的时候特斯拉涨价 对消费者来说结果其实是一样的 但体验却很
不同
The Customer’s Experience
If you went a traditional route of buying a car and did it all in-person, it
would be a miserable experience as a consumer. You’d show up at the car
dealership looking for a parking spot, half-hoping you weren’t accidentally
parking with their fleet. As soon as you stepped out of your car, dozens of
eyeballs would be leering at you as if you were a piece of meat. After the
car salesmen were done fighting over you, one would approach you with the
biggest smile you’ve ever seen on a human being.
You would drag yourself, car-by-car, aisle-by-aisle, through the massive
parking lot, perusing the assortment while listening to the car salesman
rattle off why every car is his favorite car. The only relief that comes
with the in-person car dealership shopping experience is the test driving,
but even then you wouldn’t feel free since you’re probably hesitating to
drive like an F1 racer with the car salesman in the passenger seat,
frightened for his life.
If you decided to buy the car that day, you’d be subjected to mountains of
paperwork. Your kids, who wanted to come with you, are impatient and bored.
And you know what happens when they’re bored. Do you really want that
distraction when you’re about to sink thousands of dollars into a new
vehicle?
Finally, when you get to drive your new beauty home, you’re exhausted and
tired from the day’s festivities. You don’t even get to enjoy your new
whip! Miserable experience.
Nowadays, a customer journey with purchasing a car goes through a blend of
online and offline paths. Most of the research is done online except for a
test drive or two to get a feel for the car. Though easier than a full in-
person experience, there are still major hurdles to the customer experience.
The Dealership’s Experience
From a car dealership perspective, the selling experience isn’t that great
either.
The amount of land, expenses, and resources that need to be used to “model
” an army of cars for potential customers seems wasteful. Payroll expenses
should be considered too when you imagine the swarms of car salesmen,
waiting around for hours for a customer to show up.
Additionally, why do these new cars have to sit out baking under the hot sun
, in the dusty wind, experiencing everything that nature has to offer?
Wouldn’t it be nice to drive home a fresh, brand spanking new car with as
minimal damage as possible? I don’t know about you, but I would rather not
have a bird poop on my potential new car just yet.
Why not enhance the customer experience and save money at the same time?
Since most of the research on car buying is done online now, ensure a good
website browsing experience. To be fair, many car manufacturing websites
provide very customizing-friendly, smooth experiences. I can’t say the same
about dealership websites though.
Since the only reason why we show up at the dealership before buying a car
is to test drive it, manufacturers need to invest in “Test Driving
Experience Centers”. Provide a good inventory of cars on colors and
features for consumers, but not at the crazy expense of land, supply,
transportation costs, and personnel. Leave the customer alone. Let them
drive and feel the car alone. Be available for questions.
Regarding the purchasing experience? Do it all online. Companies like
DocuSign have made it easier for people to sign important documents
electronically, from the comfort of their home. There is absolutely no
reason to sit at a cramped car dealership office for hours, sipping water
from a cone-shaped paper cup, signing stacks of papers.
Lastly, when it comes to finally get your hands on your new car, it should
be about choice. Made to order would help reduce inventory costs, clearance
sales, and reduce the burden on the supply chain. Inventory management would
be easier too. Not to mention, it’s better for the planet. Consumers would
have to wait a bit, but it’s an expensive purchase. They can wait with
proper planning.
Home Delivery would be a fulfilling experience for the consumer. Imagine
hearing the doorbell and opening the door to your new purchase. Buy Online
Pick Up In-Store (BOPIS) has been huge for the grocery world. Why shouldn’t
it work for automotives? Going to an indoor car fulfillment center to pick
up your new beauty would be much more comforting and reassuring than driving
off an outdoor parking lot.
Evolution
Tesla’s shopping experience is as close to what I am describing as it can
get. Their experience is more hindered by where you live and test driving
availability. The rest of the industry needs to follow their lead.
I do not doubt that as consumers get more and more accustomed to digital
shopping that the industry will phase out car dealerships altogether. I can
only guess that COVID-19 has exacerbated the problem and hastened the need
for this. There’s so much to improve here, especially considering that car
dealerships don’t elicit positive initial thoughts.
What do you think? Should car dealerships still be a thing for customers?
Should dealerships rethink their selling experience?
https://medium.com/an-idea/why-do-car-dealerships-still-exist-45d26a1d35d8 |
X***9
发帖数: 7385 | 2
it
accidentally
of
the
区别就是，当时从车行买可以按进价或比进价还低卖，减多少看客人砍多少，和同行愿
意亏多少竞价决定，特斯拉只能按标价卖。
现在可以从车行按标价买或是加价，加多少按市场供需关系决定，每天都可能不同，特
斯拉就是只能按标的更高的价格卖。而且不会每天根据市场给您从新调价。
当然特斯拉定价的好处是，同一时期一视同仁，所以不会有些人会觉得张三比我买的便
宜我就觉得亏了懊恼，也不会觉得李四比我买的贵了我就暗自偷笑。
当然如果自己本身对价值有所判断，加上自身心理素质够高，也不会有某些人这种幼稚
的想法的话，那么根本没啥区别。
不知道您是属于哪种？
是一个东西值5元，但是商家优惠4元您就释然，不管是不是有人使了九牛二虎之力忽悠
商家3元就卖给他了。
还是东西只值4元，但是商家就是标8元，您再砍也是8元，所以您用8元买4元的东西只
因为没有人买的比8元低所以就会倍感欣慰呢？
【在 f*****h 的大作中提到】
: 虽然我不是特芬 但是对特斯拉的买卖体系还是强烈赞同 当时车便宜的时候特斯拉标价
: 低 现在dealer都加价的时候特斯拉涨价 对消费者来说结果其实是一样的 但体验却很
: 不同
: The Customer’s Experience
: If you went a traditional route of buying a car and did it all in-person, it
: would be a miserable experience as a consumer. You’d show up at the car
: dealership looking for a parking spot, half-hoping you weren’t accidentally
: parking with their fleet. As soon as you stepped out of your car, dozens of
: eyeballs would be leering at you as if you were a piece of meat. After the
: car salesmen were done fighting over you, one would approach you with the
|
c*******e
发帖数: 5818 | |
f*****h
发帖数: 4489 | 4 所以dealer这个模式卖车商家和消费者都很累 dealer不如就安心做service得了
特斯拉现在最大的问题其实就是售后服务特别慢 网点相对少 这也是dealer最大的优势
和盈利点
【在 X***9 的大作中提到】
:
: it
: accidentally
: of
: the
: 区别就是，当时从车行买可以按进价或比进价还低卖，减多少看客人砍多少，和同行愿
: 意亏多少竞价决定，特斯拉只能按标价卖。
: 现在可以从车行按标价买或是加价，加多少按市场供需关系决定，每天都可能不同，特
: 斯拉就是只能按标的更高的价格卖。而且不会每天根据市场给您从新调价。
: 当然特斯拉定价的好处是，同一时期一视同仁，所以不会有些人会觉得张三比我买的便
|
g***n
发帖数: 14250 | 5 在米国不会被取代的。只要能继续多卖点钱。。。
但是如果更多人去厂家网站买，dealer 销售会越来越难 |
s********e
发帖数: 11693 | 6 真的是很烦dealer，有时候一想到要和dealer扯皮连买车的欲望都没有了。如果都是固
定价格省事多了，最多选择下配置，价格也是透明的。每款车的价位迟早也会被市场调
节到一个合适的价格。 |
w******2
发帖数: 1664 | 7 dealer不是只在美国有吧？ 中国和欧洲的4S店，可以讨价还价吗？ |
f*****h
发帖数: 4489 | 8 不是说完全取代dealer 准确的说是剥夺dealer的定价权 厂家按照每个地点和时间对一
定范围内的车统一定价
类似快餐加盟店 虽然每家店都是独立运营 但菜单 配料 流程都由总部统一定调。这样
每家店把资源着重关注于客户体验和售后服务，而非讨价还价
【在 g***n 的大作中提到】
: 在米国不会被取代的。只要能继续多卖点钱。。。
: 但是如果更多人去厂家网站买，dealer 销售会越来越难
|
l*******g
发帖数: 5 | 9 车不比汉堡。几块钱靠量
车一锤子买卖然后10几年都不换
dealer有点像之前中关村卖电脑的，都是代理商，没人直接官网买。
现在再看，代理商死是迟早的。品牌也所剩无几了。充分的竞争导致充分的洗牌。
以后最好就是没dealer，只有加盟维修商。
车价就msrp。挺好。
【在 f*****h 的大作中提到】
: 不是说完全取代dealer 准确的说是剥夺dealer的定价权 厂家按照每个地点和时间对一
: 定范围内的车统一定价
: 类似快餐加盟店 虽然每家店都是独立运营 但菜单 配料 流程都由总部统一定调。这样
: 每家店把资源着重关注于客户体验和售后服务，而非讨价还价
|
t*********u
发帖数: 26311 | 10 更合理的情况是
同时允许dealer和厂家直销
最好能公开parts渠道
it
accidentally
of
the
区别就是，当时从车行买可以按进价或比进价还低卖，减多少看客人砍多少，和同行愿
意亏多少竞价决定，特斯拉只能按标价卖。
现在可以从车行按标价买或是加价，加多少按市场供需关系决定，每天都可能不同，特
斯拉就是只能按标的更高的价格卖。而且不会每天根据市场给您从新调价。
当然特斯拉定价的好处是，同一时期一视同仁，所以不会有些人会觉得张三比我买的便
宜我就觉得亏了懊恼，也不会觉得李四比我买的贵了我就暗自偷笑。
当然如果自己本身对价值有所判断，加上自身心理素质够高，也不会有某些人这种幼稚
的想法的话，那么根本没啥区别。
不知道您是属于哪种？
是一个东西值5元，但是商家优惠4元您就释然，不管是不是有人使了九牛二虎之力忽悠
商家3元就卖给他了。
还是东西只值4元，但是商家就是标8元，您再砍也是8元，所以您用8元买4元的东西只
因为没有人买的比8元低所以就会倍感欣慰呢？
【在 X***9 的大作中提到】
:
: it
: accidentally
: of
: the
: 区别就是，当时从车行买可以按进价或比进价还低卖，减多少看客人砍多少，和同行愿
: 意亏多少竞价决定，特斯拉只能按标价卖。
: 现在可以从车行按标价买或是加价，加多少按市场供需关系决定，每天都可能不同，特
: 斯拉就是只能按标的更高的价格卖。而且不会每天根据市场给您从新调价。
: 当然特斯拉定价的好处是，同一时期一视同仁，所以不会有些人会觉得张三比我买的便
|
t****4
发帖数: 7500 | |
f*****h
发帖数: 4489 | 12 dealer卖车的最主要原因还是因为销售库存 如果没有库存 订一辆卖一辆 资金流动上
厂家一点问题也没有，当然成本可能会增加一点，但少了dealer那些没用的option 其
实没差多少
【在 l*******g 的大作中提到】
: 车不比汉堡。几块钱靠量
: 车一锤子买卖然后10几年都不换
: dealer有点像之前中关村卖电脑的，都是代理商，没人直接官网买。
: 现在再看，代理商死是迟早的。品牌也所剩无几了。充分的竞争导致充分的洗牌。
: 以后最好就是没dealer，只有加盟维修商。
: 车价就msrp。挺好。
|
f*****h
发帖数: 4489 | 13 完全可以这样啊 相当于连锁酒店 Mariott的加盟店和总部own的酒店同时存在
【在 t*********u 的大作中提到】
: 更合理的情况是
: 同时允许dealer和厂家直销
: 最好能公开parts渠道
:
: it
: accidentally
: of
: the
: 区别就是，当时从车行买可以按进价或比进价还低卖，减多少看客人砍多少，和同行愿
: 意亏多少竞价决定，特斯拉只能按标价卖。
|
g***n
发帖数: 14250 | 14 dealer 都有行业协会了，不会让这个多少还能赚点钱的生意被车厂搞没的。
日车棒子车美车，还有大众这些大厂根本就没动力搞厂家直销，花了那么多钱铺的营销
网络，
怎么会让他们亏本关门。只有新厂小厂没有多少地面销售网络才会喜欢直销。 |
l*******g
发帖数: 5 | 15 您这个思路真的是清奇
花了钱建，为了不赔钱继续花钱？
dealer的存在是厂家无法像tesla一样搞supply chain
提供那么多option去撸韭菜。option越多，撸的就越多。
如果只搞几个配置，msrp定价官网直卖客户。没什么不行。
先觉醒的车厂估计会活得更久些。
别提什么100年，放屁100年后你的屁还在，你都没了。不要脸。
【在 g***n 的大作中提到】
: dealer 都有行业协会了，不会让这个多少还能赚点钱的生意被车厂搞没的。
: 日车棒子车美车，还有大众这些大厂根本就没动力搞厂家直销，花了那么多钱铺的营销
: 网络，
: 怎么会让他们亏本关门。只有新厂小厂没有多少地面销售网络才会喜欢直销。
|
u*****p
发帖数: 1110 | 16 大家都同一个价格购买，就是厂价购买我都可以接受，最烦是被滴乐套路还浪费时间。 |
r******t
发帖数: 8967 | |
f*****h
发帖数: 4489 | 18 未来如果部分车厂搞直销 另外一部分搞dealer讨价还价 销售额一对比 厂家也不是傻子
我感觉特斯拉车虽然不怎么样 但卖得这么好 跟绕开dealer网上直销关系很大 像我这
类即使不喜欢特斯拉 但一想到去dealer跟这帮子搞一天 还是网上点点鼠标算了
【在 g***n 的大作中提到】
: dealer 都有行业协会了，不会让这个多少还能赚点钱的生意被车厂搞没的。
: 日车棒子车美车，还有大众这些大厂根本就没动力搞厂家直销，花了那么多钱铺的营销
: 网络，
: 怎么会让他们亏本关门。只有新厂小厂没有多少地面销售网络才会喜欢直销。
|
j**********r
发帖数: 3798 | 19 Dealer谁出钱养的？觉得Dealer能帮你省钱的都是脑残。浪费了时间还花了更多的钱。 |
X***9
发帖数: 7385 | 20
Dealer谁出钱养的？觉得Dealer能帮你省钱的都是脑残。浪费了时间还花了更多的钱。
现实中的确是省到了，而且是大部分都省到了。当然的确不是100%都省到了，有些人多
花钱了，但是人家花钱买的是服务。
到反那些让车行亏本卖车的人，往往在购买过程中，都搞得不尽愉快。
如果每一家车行都是如此，那么这种结果的造成，不是不同的消费者本身的原因吗？
【在 j**********r 的大作中提到】
: Dealer谁出钱养的？觉得Dealer能帮你省钱的都是脑残。浪费了时间还花了更多的钱。
|
