On the eve of this year's Goddess Festival, I came to the directly operated store of Volkswagen ID in Beijing's Blue Harbor to participate in the Shanghai Volkswagen "Fun Without Boundaries - Queen ID. Change with Your Heart" activity.
In addition to the car appreciation, this event specially set up beauty talks, personal image design and dress-up shows, which shows that the Volkswagen brand attaches great importance to female consumers.
Today's event location, Beijing Blue Harbor, was originally a gathering place for the retail industry. However, I walked from the hall and passed by the sales stores of Xiaopeng and Jihu respectively. In fact, in the past two years, car companies have opened sales stores to major shopping malls. Some time ago, Wang Jianlin announced that Wanda would use the current Wanda Plaza to do the dealership store of the car, and has reached a cooperation with Hongqi, and he also personally attended the opening of the first store of Wanda Hongqi. It can be seen that the sales model of automobiles has undergone great changes. Commercial real estate operators, under the impact of e-commerce and live streaming, are also actively seeking transformation, one of the attempts is to combine with the automobile industry, take out their own resources to do such a cross-border cooperation.
Originally, car sales are to take the dealer cooperation model, dealers consider the cost and service, usually choose to open a store in the suburbs, establish a model from sales maintenance integration, that is, we are familiar with the 4S store, but this model, is experiencing a huge impact. On the one hand, some new car-making forces and some traditional new energy brands of car companies have adopted the direct sales model in the face of the new energy market, and Volkswagen's ID brand is like this.
For the Shanghai Volkswagen ID brand, their new energy models adopt a new direct sales model, through online booking and then offline display, the traditional 4S store's heavier model has been abandoned. The shopping mall display space in the core area has the advantage that in addition to the guarantee of crowd flow and natural exposure, there is also the fact that it can provide some of the user's offline gathering space by doing user clubs in terms of direct user contact.
Cultivate the stickiness between enterprises and users to form a co-creation model, so that it can be positively circulated and continuously produce to meet the personalized needs of different users. This is also a fundamental reason why car companies choose this model of direct sales. The original supermarket rent is very high, this model is very uneconomical, but also difficult to imagine. But now the supermarket is not so high and unattainable, and many shopping malls are now facing a great challenge in other areas besides catering. So after integrating this space. The introduction of a new form of business, this is also a one-shot solution.
For those of us who are female consumers, this new marketing model of car companies is of course a convenience. We shop in the mall every day, when we are tired of shopping, we can drink tea and take a nap in the space provided by the Volkswagen ID store, and by the way, we can also watch the car and buy a car, if you want to participate in the co-creation of the product, it is really a two-for-one thing.