·Hangzhou: Lottery to buy more mid-size car bidding favor luxury car

In the first round of Hangzhou, which was held on May 27th, the winning rate was only 2.2%, and 4,693 lucky winners were born in 210,000, which is equivalent to 45 people grabbing a "Zhe A" license plate. Then, the lucky ones who shake the number, they will choose to buy a car immediately, or wait and see, waiting for the best time to buy a car? In the past few days, the reporter interviewed the sales managers of more than 20 4S stores in Hangzhou and interviewed more than ten successful bidders. It was found that the new indicator customers are still waiting to see, and less than 10% of the successful bidders are buying new cars. Most of the successful bidders are not in a hurry to buy a car.
Less than 10% of the total number of customers in each store
After the first shake, the 4S stores that have been silent for nearly two months can't wait to act. "We took the initiative to attack. In the most recent month, the sales consultants have already taken the initiative to find more than 900 customers, and the original number is up to 100." Zhou Youxia, general manager of Zhejiang Kangzhong Ford, told reporters that the purchase restriction has changed their marketing methods.
Of course, looking for the precise customers who are shaking the number has become the highlight of the 4S shop. "We specially held a group purchase meeting for the winning bidders. After one day, we got more than 10 orders, and the effect was so good." Zhang Xiao is the sales manager of a 4S shop in the north of Hangzhou. He said that last In the month, their sales have rebounded slightly from April, and they sold more than 60 vehicles. In June, sales were estimated to exceed 100. But the winning bidder has only five or six people.
“A man in his 30s shakes the number and went to our store to order a Cadillac ATS.” Chen Hangying, sales director of Zhejiang Mikadi, told reporters that this is the only one who won the lottery this month. She said that most of the winning bidders will choose mid-level cars, and there are not many luxury cars. Customers who bid for the indicator will choose a luxury car. However, the most important customers of luxury cars are replacement car owners, accounting for 60% to 70% of the total.
According to a survey by the reporter, most of the more than 20 4S stores have begun to win orders from successful bidders, but the overall ratio is only a few percentage points of total sales. "Because the winning bidder has a six-month buffer period, and from other restricted city purchases, most of the winning bidders will wait and see for a while before placing orders. Therefore, the peak of the winning bidder's purchase may not be until the third quarter. advent."
The successful bidder buys a car and prefers the mid-level model. "Our family even my mom and dad have joined the lottery. As a result, my wife has won the bid. We want to buy a mid-size car of around 150,000, and have already seen brands such as Ford, Buick, Volkswagen, etc. Nearly ten mid-level cars.” Mr. Ma, the winning bidder, said that they will choose to place orders after September, because there will be multiple auto shows in Hangzhou at that time, there will be more promotions, and the price may be cheaper.
The market sales situation also proves this point. The winning bidder buys a car and prefers the mid-level model. According to the survey of the sales composition of more than 20 4S stores, the major joint venture brands dominated by mid- to high-end cars are relatively favored by the successful bidders. "In the more than 30 cars we have sold recently, there are five or six successful bidders, more than 15%." A sales consultant from Zhejiang Mijia Buick said.
"In the car we sold in the past month, there are 6 successful bidders, the ratio is about 10%." The sales consultant of the Ford 4S store told the reporter. The reporter also found that among the more than 20 4S stores, there are 3 low-end brands, and the orders of the winning customers have all been zero. "Our store has not been a winning bidder, and our current car is mainly sold to the field." A brand sales manager said that this was what they expected before.

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