The 6th Chengdu International Auto Show is nearing completion. Each exhibitor will make every effort to create a lively and eye-catching atmosphere for the exhibition. The necessary beautiful models, live songs and dances, games and various forms of performances, audience gifts and so on, according to the organizing committee The incomplete statistics of the meeting have attracted nearly 100,000 visitors.
Behind this excitement, an automobile dealer inadvertently sighed to reporters: Now you have to play a car, you have to burn money to build a car, and you have to burn money to sell a car. According to the dealer, in addition to the participation fee, plus the cost of the exhibition decoration, exhibition advertising, exhibition model and song and dance performances, his investment in the auto show has exceeded 500,000 yuan. He has participated in six car shows for small and varied auto shows. All of them have been counted. This year's investment in auto shows has exceeded one million yuan. And his investment is "less serious." It is understood that in this auto show, Chengdu local dealers spend as little as 3.5 to 500,000 yuan, and as many as millions.
The largest number of local distributors participating in this auto show is Chengdu Sanhe Group. The exhibition area is more than 2,100 square meters. Apart from bringing the world famous eight “classic cars†to the auto show, Sanhe Group The five world-renowned brands represented by the company participated in the auto show. Although the Sanhe Group would not disclose its specific participation fees, according to a staff member of the Sanhe Group, at least a million yuan was also spent.
A person in charge of the exhibitors said: “Compared with the auto exhibitions in Beijing, Shanghai and Tianjin, Chengdu Auto Show does not cost too much money.†It is understood that if it is an auto company, the investment in a auto show will be at least a million. Yuan, the maximum investment of tens of millions of yuan. At the Shanghai International Auto Show held in April this year, some auto makers made pains, and the daily salary of a top model was as high as 20,000 yuan. An automobile company's public relations department has done a rough calculation. There are 2.5 auto shows every month this year, and there are more than 10 times in the year when it is called "international level." Authoritative sources believe that China's auto show has entered a relatively chaotic "Warring States era", and authoritative statistics show that there are about 50 kinds of motor exhibitions of various kinds held in various parts of the country.
The auto show provided manufacturers with the best platform to fully demonstrate their scientific and technological strength, providing consumers with an opportunity to understand automobiles and cars, and reflected the needs of people for the auto show from one side. However, with the increasing number of auto shows, the problems of similar exhibits and stereotypes are also emerging. Some experts have appealed that large and small auto shows should be braked. It is imperative that the quality and level of the domestic auto show be improved and it should be integrated with the international auto show as soon as possible.
The popularity of the auto industry has been evident in the past two years. However, if you want to make money from a car, you have to burn it first. Regardless of the scale of investment in the auto industry, it is calculated from tens of billions to hundreds of billions. Take an ordinary car sales agent for example. If you want to sell a car, you must first burn it.
Several 4S stores newly launched in Chengdu this year, from the perspective of market conditions, the initial investment in the entire 4S shop launched is enormous. According to a 4S shop manager, his 4S shop is a one-time buyout of the land, with all aspects of a one-time investment of 30 million yuan. If the form of leased land is used, the initial investment is at least between 10 million and 20 million yuan. In addition to good locations, unified specifications of the exhibition hall, maintenance of workshops, maintenance equipment, authentic manufacturers and other hardware accessories, but also have the maintenance technology, maintenance personnel and other software, in addition to consider other factors such as environmental protection.
Such a large investment, dealers want more than just the name of brand authorization, real profits are the most convincing. But for this, the dealers all said in unison: Just look at the unrealistic, long-term interests are the most important. For the specific investment recovery period, dealers generally said that they belonged to commercial secrets and it was not convenient to answer them. Although the answer is not exact, it can be seen that for the newcomers, the huge investment in the previous period is undoubtedly a heavy pressure, and the immediate return on investment is not satisfactory. However, the advantages of 4S stores must be reflected. The most needed is time. At present, the new dealers are trying to use their good prospects to cheer for themselves while they are burning for money.
At the same time, there was another competition among auto companies, which some experts called "car industry show Rhapsody": a grand and lively "anniversary celebration", a grandstanding "offline ceremony" and unpredictable "market launch." . An assistant to the general manager of a car company disclosed that these activities were all "stacked" with money.