Group buying was transformed into promotion, car buy water very deep

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Evening News reporter Shaolino Report

After the Spring Festival, the various industries reopened, and Shanghai on the major car 4S shop is left in the cold. As a result of the beginning of the year to buy car concessions less than the end of many car buyers in order to obtain the largest preferential prices, have set up a group of auto group bargaining. However, the car purchase is really "more people power"? The person who has had the experience of buying a car to buy a car buys the water very deep, the person that does not acquaint with the internal situation does not easily try.

"Owner's report"

Group buying was transformed into promotion promotions

At the end of last year, Mr. Chen, a car buyer, organised a large group buying campaign for more than 40 people. This is a carefully organized private group buying activities, although the final successful car, but experienced a lot of twists and turns. For the first time, he summed up six words: "More fishy, the water is deep."

Mr. Chen first car, at that time in a number of models selected a model, on the internet spontaneously organized the car's comfortable version of the group buying activities. Through the car forum and other sites posted, and finally more than 40 ginseng group enrollment. With such a large number of group buying, he is very emboldened to advance with the Shanghai 4S stores to discuss preferential margins. He ran a number of 4S stores ahead of time, businessmen heard that there are 40 of people group buying team, are very interested. He finally selected the Pacific (601099, shares bar) Wu Zhong Road, a 4S shop, because the store salesman to the manager after the request, promised to the naked car discount strength of 31,000 yuan.

This model, if the single to talk, the best discount 20,000 yuan, hear 31,000 yuan of preferential prices, car friends are very excited. We agreed that a Saturday 10 o'clock in the morning, we collectively go to the 4S shop, including the morning came specially from Nantong friends. According to the idea of the car friends, we go to the shop directly after the purchase, pay a deposit, at most one hours can end. But did not expect the salesman first to take the team to the 4S shop floor of the conference room, and then back on the spot to overturn the conditions of the advance. Sales first said there are too many car buyers, the company could not transfer so many low-cost version of the car, asking buyers to buy the price of expensive 20,000 yuan elite version. After sales and revealed that if you want to buy a low version, can not discount 31,000 yuan, even if 28,000 yuan can not do it.

"The first excuse to buy too many people have no car to sell, to regret before talking about good preferential prices, and then asked us to improve the model configuration, but also evade the manager to go abroad, only a supervisor come to deal with." In fact, we have asked in other stores, the car is there. We also said that if you do not have so many cars, you can first book a car, delay a few months to lift the car, but the 4S shop always disagree. Their sales purposes are clear, first of all, at a lower price to deceive us, and ultimately we want to change to a smaller discount range to buy high profile models, because they earn less. Mr. Chen exposed the lie of the 4S shop on the spot.

On the same day, Mr. Chen organized group buying group performance is very united, neither because buy not immediately dispersed, also did not raise prices to 4S shop compromise. Because people think this is not only a simple price problem, but the integrity of the 4S shop. In the end, the two sides disputed, from the morning has been deadlocked to 3 o'clock in the afternoon, and even alarmed 110, and the store manager that day has not appeared.

The same day 4 o'clock in the afternoon, Mr. Chen contacted another 4S shop, the other side said it can be delivered within two or three months, and agreed to the naked car concessions 29,000 yuan, group buying team back to the store, soon in an hour to sign a successful car.

"Reporter Visits"

Early group buying posts abound

At the beginning of each year, 4S stores offer the least amount of concessions. So miss last year four quarter car opportunity friend, hope through group buying after the maximum discount. Recently, the reporter found that the big Car Forum on the group Buy collection stickers abound, many would-be owners are posting inquiries: "Where there are Group group?" Are there any recent group buying activities? "There are also some lead people in the Internet to open a brand of car group buy QQ Group, invite car Buyers add group, and play" People more power, cut down 4S shop "," a certain car maximum strength concessions "car slogan.

The reporter tried to add a few car group buy QQ Group, found that a small group of twenty or thirty people, more than forty or fifty people, everyone will be renamed to surname + car models. "21,000 discount, February 10 10 o'clock in the morning a collection of Jinsha Road subway station," said a group group. "There is also a group group announcement that" the final outcome of the negotiations: the gift of a normal maintenance, life-long enjoyment of normal maintenance work 80 percent discount, free to become a VIP member, enjoy insurance direct compensation, enjoy the city 365 days 24 hours free rescue. Car buyers also conduct extensive information exchange on the Internet, the topic of insurance, loans, maintenance, warranty, beauty and other knowledge, we discuss with each other experience, very lively.

Reporter learned that the recent two-year auto group buying momentum is very strong, many car buyers through the purchase channel to buy cars, some car buy companies, some spontaneous group, and one-time buy vehicles in seven or eight to more than 10 cars.

The same car each group purchase network offers different

In the group buying, the car buyers spontaneously organized group buying is a small part of the real car buy big, or those who specialize in auto group buying company. In general, a car group purchase company can reach thousands of units a month, in Beijing, Shanghai, Guangzhou and other large cities popular car purchase, has gradually developed into a new model of car consumption.

Reporter Search website found that a lot of auto group purchase sites have played "group buying is the strength, time-saving, save money, labor", "buy any model can enjoy the same period of the city's lowest price" slogan. Group buying company after careful planning organization, as a result of the car group purchase site organizers and distributors to get in touch, agreed prices, talk about good conditions, 5 people buy, what is the price, 50 people buy what price, are prepared in advance, and then organize the registration of the group of car buyers on-site booking.

In the case of car price instability, group buyers can often borrow to buy advantage, get less four thousand or five thousand yuan, more than tens of thousands of yuan discount. General seventy thousand or eighty thousand yuan in the model group purchase discount margin of 5000 yuan, more than 100,000 of the models, 4S shop concessions to a million yuan, close to 200,000 Yuan models, group purchase can reach twenty thousand or thirty thousand Yuan.

However, the reporter found that each group purchase site offers a large difference in the price. The same period with a 200,000-yuan model, and some group purchase site can reach 20,000 yuan, and some can reach 30,000 yuan. This is related to the brand of group buying site, group purchase dynamics, cooperation relationship with dealers, the number of group buying and so on. Some car buyers take part in a site group purchase, but also enjoy the gift of the site gift package.

"The Secrets of the Industry"

Sales team breaks down group buying

No need to go around to look at the car, but not around desperately to bargain, the benefits of group buying is self-evident, but the industry revealed that the group purchase risk, dealers, group buying lead, group purchase sites can be hidden traps.

Dealers, buy usually "bargain" very fierce, let 4S shop and love and hate. Received orders, 4S store will be next, and then through the sales staff to disrupt the day's group purchase activities, and finally left the list of group buy, so that they are not changed cars, that is, to reduce preferential margins, or buy car decoration, which is the most common to deal with the sales strategy. Some 4S stores to buy concessions are larger, but will require all cars car decoration, insurance, licensing and so on in his 4S shop, some companies also arbitrarily add related items strong sales, the last one is actually not save how much money, or even more expensive than the purchase alone. Different brands of cars have their own flagship or hot-selling colors, some of the more popular colors encountered when the source of tension, preferential margins will certainly be less, and the unpopular color, preferential margins will naturally be higher, 4S shop will be targeted to buy customers only some kind of unpopular color.

Group buying convenor, the lead person is likely to work with dealers in private, for dealers pull business to make a profit, the cost of the group to share the head. Participating in the spontaneous organization of the car, there will be a lot of uncertainty. Will set a good time and place, go to the dealer to negotiate prices, etc., but such steps have a lot of uncertainty.

Group purchase site, a car dealer privately disclosed that various forums, websites organized group buying activities, the basic and dealers to achieve rebate, commission, advertising replacement conditions, which led to the group purchase price on the high side. If you have the patience to haggle with a salesperson, the price you get may be cheaper than the so-called group buy price.

To participate in group buying is not necessarily hundred percent successful car. Auto Group purchase requirements to reach a certain number, generally at least 5 people above, the number is not expected to be "aborted", so that some consumers will affect the half-way out of other people to buy. Group purchase to determine the preferential prices only on the day of group purchase, outdated, dealers will require consumers in the car on the day to book and pay tens of thousands of deposits, many of the group is the first to look at, and buy heavy bargaining, 4S shop sales for group buying staff will not be like ordinary customers as carefully introduced models, if you do not do homework, Blind with the regiment paid a deposit, then to return the car or change the model configuration, it will be very passive.

"Expert advice"

Try to choose a reliable way to buy

For the potential risk of group buying, experts remind, consumers in the best to pay attention to the following: first, make full use of the advantages of network resources sharing, more than a few professional group purchase site for information comparison, from the price, service, after-sale, concessions and other aspects to the horizontal comparison, the final selection of the most satisfactory group purchase site. Second, to see more online car owners have experienced the car experience, to their own car will have a great help. Third, establish consumer rights awareness, do not covet small profits, to prevent the harm of false information.

Professionals also offer some group buying tips: buyers who want to get a big discount can focus on the "special car" activities offered by each 4S store, and the company will launch a loss-bearing price during the event in order to sprint to a certain stage of performance. If buyers spontaneously organize group buying activities, we must unite, to maintain a good state of mind, in advance to unify the good opinion and set the acceptable degree of concessions, to common retreat, so as to win the largest car concessions.