The deep anxiety of Zhengzhou Nissan Capstone high-end light card Teli independent distribution model
Light truck users like to look at the current car to pick, so the main sales channels for light trucks are hypermarkets. This is true for both the high-end and the low-end, and even the top-grade sales franchise stores are mainly truck-dedicated 4S stores. However, Capstone's sales model is rather special. Zhengzhou Nissan has no independent truck distribution network. Capstone is currently on Zhengzhou Nissan's passenger vehicle distribution network and Dongfeng Nissan's passenger vehicle distribution network. Lonely distribution model. Nowadays, the marketing of light truck sub-categories has matured, and many light trucks have even established sub-divided distribution networks. These networks are independent and effective. In this case, Capstone's sales model is worth exploring.
Passenger car shop selling light trucks
Zhengzhou Nissan's dealerships include not only Chi Chun, Paladin and other SUVs and pick-up trucks, but also the Capestar light trucks. In Dongfeng Nissan's 4S shop, there are not only Tianyi and Sylphy cars, but also light truck Capstone. This approach seems to be more abundant models, to provide customers with more choices, in fact reveals a kind of not professional: passenger cars and SUVs are passenger cars, consumer goods, mainly personal and business purchases; Capstone is a light truck, production materials It is mainly purchased by companies and transporters. Those who want to buy a car will not go to trucks and supermarkets. Similarly, those who want to buy light trucks will not enter the 4S shop.
Deep concern of Zhengzhou Nissan
The seemingly absurd situation in the car sales shop selling trucks reflects the embarrassing situation of Zhengzhou Nissan. Zhengzhou Nissan's models, like Dongfeng Nissan, come from Nissan's prototypes. Nissan's models have nothing to say, either the Capstone or the NV200, are classic models that have been market-tested and highly acclaimed, commonly known as the "Nissan of Technology." The quality of production of Zhengzhou Nissan is also very hard, otherwise it will not win the OEM qualification of Dongfeng Nissan's hackers and other models.
However, the sales of Zhengzhou Nissan Capstone has been tepid and the problem lies in the distribution network. Zhengzhou Nissan has good models and has excellent production lines, but wine is also good for the alley. Light trucks must have a light truck distribution network to win the mainstream market. There are two ways to solve Capstone sales network: First, use Dongfeng’s light vehicle distribution network or self-built distribution network; Second, because Capstone is a high-end light truck, it mainly focuses on postal, power, and express delivery groups. Customers can adopt a direct sales model similar to that of passenger cars. Once the deep concerns of Zhengzhou Nissan have been resolved, the world-class high-end light truck Capstone, which sells well in Europe, will usher in the great development of the Chinese market.
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