The new car makers are piling up in shopping malls, why don't the traditional car companies go for the land?

Will the opening of auto showrooms in complexes and shopping centers become a major trend for new energy vehicle brands and even the whole auto industry?

02 Impulse consumption in shopping centers

"On weekday evenings, weekends and holidays, there is absolutely no respite for the store's sales consultants."

A year ago, Zhang Chen (a pseudonym) joined a new car brand's city showroom in Shenzhen's Bao'an district and is currently the showroom's sales supervisor. She has been engaged in auto sales for ten years, and has unique insights into the different business effects presented by the traditional 4S store and city showroom sales terminals.

Zhang Chen told Know It All that because large complexes and shopping centers are often located in urban centers and busy shopping areas, they have considerable customer traffic. As a result, car showrooms located on the first floor of shopping centers also have a significant customer flow, "the same reason as businesses do live e-commerce, with the help of net celebrity anchor traffic to drive sales."

Every weekday evening, weekends and legal holidays, shopping in large complexes, shopping centers, the city showroom daily traffic, the order volume also rose.

But many 4S stores don't see much traffic even on weekends and holidays, and few non-car-buying users hang out at 4S stores.

"So the people who visit 4S stores are either customers who have a need to buy a car or consumers who have been invited by the sales staff and online consultants to come to see the car or test drive the car, and 4S stores are rarely open until the evening." Zhang Chen admits that the evening is usually the peak of customer traffic in the city showroom, and is also the busiest time for sales consultants.

By opening the heat map of the map app, we found that at 10 a.m. on weekdays, the traffic flow in Shenzhen's mainstream auto cities is limited, while some of the complexes and shopping centers where new energy vehicle brands are stationed have significantly higher traffic flow and more concentrated distribution.

By 8 p.m., the heat display of the mainstream auto city was already purple and blue-purple with low traffic, but the heat of large complexes and shopping centers were all in deep red, and the flow of people was obviously much higher than during the day, which to some extent also confirms Zhang Chen's statement.

"The location route is different, but also determine the city showroom, traditional 4S store service form, quality of different." She told know notes that the main service form of 4S stores, is to invite, passive service, on the contrary, the city showroom inside the complex, more active service, deep into the consumer.

She has served a lot of customers, originally is not planning to buy a car for a car, but in the shopping mall when you see the car showroom, just a lively consultation, in the end, but by the marketing atmosphere, product highlights, the consultant's service impressed, so as to place an order for a car.