Marketing mode Chinese auto analysis

One, the car loan profit model

The automobile consumption credit is issued car manufacturers, financial institutions and retailers and other institutions to consumers to buy a car loan. The object of automobile consumption credit is only personal or family consumers. In the retail business of automobile, payment by installments is a traditional means of financing. In America, in installment purchase a car has a long history, become a fixed mode of automobile consumption, many large auto group is to provide payment services. The instalment offer financing way has two kinds of users: direct financing and indirect financing.


Direct financing in China called the direct mode, it is characterized in that the financing mechanism in the process of financing only with the customer and distributor relationship without.


Indirect financing is the bank issued to consumers through distributors indirect auto loans, bank to select dealers according to the status of its scale, management goal, ability, dealers in the market. The user agrees to buy the car to a dealer in installments, and dealers to contract to Credit Company or banks, Credit Company or bank money allocated to the dealer or to pay off the dealer inventory financing loans. Loan interest between parties distribution. Indirect financing is the dominant mode of financing America car. Our country will be indirect financing called guest mode, which is characterized in that the "buy a car first, after the loan", the dealer is the main mode of.

The indirect financing model, since the distributor in the loan process is to assume a certain risk and pay a certain amount of manpower and resources, so dealers usually need to charge 2%-4% management fees. Since the distributor to understand the market, the automobile products and services timely response, to provide appropriate financial services according to the change of the market, to cultivate the market, stable sales network, customers lock group. In order to dealers as the main guest mode is the mainstream of international practices and common mode, and become one of the major automobile manufacturers compete for consumers, explore the market potential and market competition means.


Two, the rental profit model


Car rental service, is a car rental company to those long-term or short-term needs the car, units and individuals but not necessary for cars paid to provide vehicle use rights, a service mode and the deadline back. Car rental can effectively alleviate the automobile production and sales between the "bottleneck", but also can not be underestimated the effect to expand the automobile consumption market. In developed countries, leasing and credit are the two main financing service of automobile consumption. Rental including operating lease and financial lease.


Car rental is refers to between the automobile and automobile consumers through various forms of pay seller signed contract, in order to about time use of the car for the purpose, to achieve a real operator form of lease investment value by providing vehicle functions, taxes, insurance, repair, spare parts and other services. According to the lease time can be divided into long-term and short-term lease rental. Among them, 15 days following the short-term lease, 15-90 days for interim leasing, 90 days or more for the long-term lease.


Financing lease is the lessee according to its own demand for the car, the vehicle purchase specific request to have business qualification of financing lease the lessor, the lessee lessor purchase designated vehicle, and press the "financing lease contract" agreed to the rental of vehicles to the lessee, the lessee in the lease period of possession, the use and payment of rent to the lessor, the expiration of the time limit, the rent paid, lessors will be the vehicle for a symbolic price unconditionally transfer to the lessee's trading activities. It is the automobile financing for the sale and lease of combining.


Three, the profit pattern of insurance


Automobile consumer credit guarantee insurance refers to the guarantor (the operation of the insurance business and the creditor (Business insurance company) to guarantee / the debtor to provide purchase a car loans of commercial banks) agreement, when the debtor (i.e. guarantee, bank loan to purchase a car for personal, PICC clause also includes legal persons, the state organs and other organizations) cannot perform the debt, the insurance company is responsible for fulfilling the obligations and responsibilities, to repay the money and other payments agreement.


In the automobile financial service, financial institutions or the dealer by agents of insurance companies insurance business, can win more profit. Cooperation of automobile dealers, banks and insurance companies, the operating mechanism of claims, the existing insurance companies, institutions and personnel to installment payment default.

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