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【汽车通讯社】给欧美汽车经销商的一份“中国方案”


“Chinese Solution” for auto dealers in Europe and USA
当前 ， 新冠病毒正在全球范围扩散 ， 欧美地区的经济社会深受影响 。 与中国车市一样 ， 在政府的要求下 ， 欧美各国的汽车经销商也陆续关闭了展厅 ， 暂时进入“休眠期” 。
As COVID-19 continues to spread across the globe, auto dealers in Europe and the USA are being required by their governments to temporarily close dealerships, as Chinese dealers did this past month.
根据中国抗击新冠病毒肺炎疫情的经验 ， 当政府要求非紧要商业设施关闭时 ， 意味着当地已经深受新冠病毒影响 。 如果政府措施得力、居民配合度高 ， 那么疫情从爆发到高潮可以在15天以内控制住 ， 在这段时间 ， 大部分汽车经销商会关闭门店 。
As we have seen in China, it is believed that the region had been severely affected by COVID-19 when the government decided to suspend all non-critical commercial activities. If effective measures were executed, and the public cooperated, the outbreak can reach its climax and be controlled within 15 days, during which most auto dealers’ ‘garages’ and ‘vehicle showrooms’ must remain closed.
【汽车通讯社】给欧美汽车经销商的一份“中国方案”
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随着疫情逐渐得到控制(这个过程会持续大约30天) ， 大部分汽车经销商陆续有条件地开门营业 。 但是出于安全考虑 ， 大部分消费者不会在此期间上门购车 。
As the epidemic gradually brought under control（which requires about 30 days）, auto dealers will slowly return to business, but most customers won’t go out their way to visit dealerships during this period.
除了国外输入型病例以外 ， 当国内再无新增和疑似病例的时候 ， 意味着社会秩序开始进入正常状态 ， 展厅的人流量也开始恢复 。
When there is no newly-confirmed or suspected cases (besides imported cases) , society will begin to function as normal and with this, dealerships will see their visitor numbers gradually recover.
对于依赖现金流和售后服务的汽车经销商来说 ， 受疫情影响的45至60天将是经营工作中“不可承受之重” 。 对国外汽车经销商来说 ， 幸运的是 ， 你们的中国同行已经经历过这段难熬的时期 ， 他们想出了许多办法应对危机 ， 并且起到了一定效果 。 这些经验 ， 或许值得国外同行借鉴 。
For auto dealers who rely on cash flow and after-sales packages ， the 45th-60th day period after the outbreak of COVID-19 will be an “unbearable burden”. Luckily for auto dealers in Europe and the USA, their Chinese counterparts have made it through this tough period and have found effective strategies, from which auto dealers in Europe and the USA can learn.
一、拥抱移动互联网 。 在脸书、推特、抖音上开通直播账号及短视频账号 ， 分析展车产品力、展示下维修门店 ， 或者唱支歌讲几条段子……总之 ， 你不需要严肃 。 重要的是跟客户保持互动(每一个关注你们账号的用户 ， 都将有可能成为你们的车主) 。
此外 ， 在客户不愿意出门或被限制出门的阶段 ， 这也可以辅助销售 。
Embrace The Internet. Register accounts on social media and video apps such as Facebook, Twitter, TikTok, etc. You can introduce your car and show the environment of your shop, or sing a song, tell a joke, etc. You don’t have to be serious. The goal is to maintain interaction with your potential clients (since every follower could be a buyer).


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