"Brand monopoly is a must-implement." Recently, at the "Achievements and Responses--2004 China Physical Vehicle Market Summit", a statement from Deputy Director Chen Lin of the Department of Market System Construction of the Ministry of Commerce, which made the industry Car brand speculation has been confirmed. According to the data issued by the China Association of Automobile Manufacturers, there are currently about 30,000 dealers registered in the business administration, of which there are more than 2,000 franchise outlets (including 4S stores) and about 500 automotive tangible markets. The data shows that only 2,000 of the 30,000 car dealers are not implicated once the brand monopoly is implemented. The most deeply involved is probably the 500 tangible automotive markets, because the dealers entering these markets basically do not have brand management rights. If there is no brand management qualification, they cannot sell their cars. The fate of these dealers can be imagined. The tangible market, of course, is also useless. Chen Lin clarified that "the policy we formulate is not to eliminate the current well-run tangible market." At the summit, Chen Lin ate the "tangible pill" to the managers of the tangible market. Chen Lin explained that the purpose of the government's introduction of the policy is to establish a unified, open, competitive and orderly automobile market. Brand monopoly is not to completely destroy the existing sales network system, but to hope that the same brand dealers A sales network was formed to allow customers to make complaints. In addition, the policy is only a programmatic document. The government, including the industry and commerce, will not force the cancellation of dealers with no brand agency rights. Therefore, whether you obtain the manufacturer's brand or not, you can manage the automotive products as long as you have a purchase channel. Therefore, for some dealers without a brand agent, there is no need to worry too much. At the same time, he reminded that according to the provisions of Article 12 of the policy, the distance between the automobile brand sales and the parts supply and after-sales service network matching it shall not exceed 150 kilometers, which means that the agency rights of the auto manufacturers will definitely not only be for 4S shops, and It is not necessary to establish 4 S shops together, and dealers can establish independent sales stores and service outlets. For the tangible market, as long as there are service outlets within 150 kilometers of the market. In addition, the policy stipulates that suppliers can establish non-corporate branch offices in the region. For distributors in the tangible market, if they cannot obtain the franchise right of the manufacturers, they can also apply to become branches of their subordinate dealers. These distributors who have obtained the name of the dealer's branch can operate normally. Of course, the prerequisite is that they must be approved by the manufacturer. Su Hui worried about this, and the operators of the tangible automotive market apparently did not “sigh of reliefâ€. Su Hui, general manager of the Beijing Asian Games Village automotive tangible market, expressed his concern: We are most concerned about the recognition of manufacturers. Distributors need to go through factory approval to establish distribution agencies. From this point of view, if manufacturers do not approve, we will There is no purchase channel. In fact, at present, there are already some manufacturers that do not allow their brands to enter the tangible market, and the implementation of the brand monopoly, manufacturers have more reasons for not let their brands into the market. Indeed, the automotive tangible market has many advantages that 4S stores do not have, such as one-stop office services, group advertising effects, and huge business sentiment. However, no matter how many big advantages lie in the eyes of manufacturers, it is always a corner that is not valued. For manufacturers, wherever consumers sell cars, the market share is certain, and if dealers use their money to build 4S stores that represent their own brand image, they can also promote their brand image for free while selling cars. ,Why not do it? What's more, nowadays, some brands that still have the status quo in their business, as long as the manufacturers talk about the agents, there will soon be a large number of dealers flocking to them. Under such circumstances, how can manufacturers see the "popularized" tangible market?
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