Who are the beneficiaries of the show?

 2006.5

2006Years4Month "Hunan Auto Expo" has ended, also announced a new year's show "melee" again.

From the2002Year, Changsha in the provincial capital of day location advantage, can hold multiple tissues by different media and Exhibition Center exhibition every year.

2005Years5Month20A Japanese car sales company participated in the third held by the Changsha newspaper "Third Session of the Hunan auto expo",9Month to participate in organized by another media "Park show",12Back in the mid to lateSponsored by the third media show...... In the face of follow close on succession of the show, dealers and consumers is how to treat? They each got what? Who is the biggest winner in the show? Morning Star Auto mesh combined with inside and outside the province media joint investigation, in-depth understanding of auto insider, analysis of the Hunan auto show, solution of public opinion, send voice, for the Hunan automotive consumers, dealers do a return to "megaphone".

 

People cautious loan The media frenzy "sell the car"

02-03Years, car consumption loans issued, plus interest tax, and many related policies, many consumers have advance the concept of consumption, have also come up with not much money to buy a car to solve the transport problem, I slowly to repay loans. The car is much, sell the car smile, a hot car market. Some merchants also took a fancy to the automobile market fiery, The Eight Immortals Crossing the Sea, each shows special prowess. Join the car in the team; loan, borrow money, using various channels to bank loans to the auto business, a time of rapid auto market "prosperity", car distribution shops such as bamboo shoots after a spring rain, in a small city sprang up to house. The reporter saw in Changsha City car market, greatly small operating various automobile shop signs there are dozens of, however, the facade as10A square, no car supply, uniform for auto loan business. There is a car sales of the "prosperity" picture.

The media also launched their respective advantages, the big show, light04By various media and advertising company atThe show will have different7Time.

 

The automobile exhibition is the best way to promote an enterprise, a brand. As the development of an enterprise, not only cannot do without the media also need to participate in various activities to enhance the corporate image. The show is a way to promote business. However, as the ultimate goal is to achieve sales, only to win the profit is the most important. Too much auto show brings for the automobile business is not necessarily good, because businesses need is profit, by just a few days show enhance corporate brand and expand sales, increase profit is difficult to reach the goal, publicity and sales should be proportional to. A car takes the participation fees, site fees, but also into the human, material resources to participate in, get is the organizers of enterprise's propaganda returns, can rely on sales more cars is difficult to do. In the Changsha all media show that is to allow businesses to sell more cars on show. But in fact business wish did not come true, only play a certain effect in the enterprise publicity.

 

Automobile production and sales needs a process, there is a time difference. When the market sales fiery situation, each car sales are planned to increase the number of orders list, is the emergence of a large number of production situation.

 

Due to automobile consumption loan business in China is not very perfect, consumers, dealers reputation and credit mechanism is not perfect, there will be some consumer loans integrity is not high, or even fraud, direct losses to the bank, the country is of great.2004Capital losses year ICBC relevant loans appear as69Billion yuan. This country has taken macro-control of the automobile market, on auto loans, to lead the majority of consumers to stop loan purchase a car. See2004Years of car market,4The beginning of the month, with China macroeconomic policy adjustment, the monetary tightening, car loans increased threshold, want to buy a car but can only loan purchase a car consumers can not afford to buy, once exciting hot car city suddenly started neglect. Previously on loan business started doing car business size businesses, stores have withdrawn from the market, not the economic strength of businesses take the vehicle prices to recover loans to repay bank loans, so, the market emerged price storm. You drop me down, a brand in a city have been reduced, causing pressure to the other brand business, other brands also follow down, finally, the manufacturers also sit not to live, in the country to adopt a unified price, market and the emergence of a wave of price cuts,In response to the hearts of consumers greatly. We put aside those who rely on loans to purchase a car users, can get cash purchase a car users because the market price to cause them psychological pressure, a price today, tomorrow a price. I eased up a little, then, can buy a car is cash. Even to buy a car, the user is also Ruanmoyingpao, automotive businesses breathless.

 

Participation fees rose year by year Selling prices continue to decline

The dealers "headache" is, the cost of a year than a year increased, while the car's price is in every year to the cost down, the dealer is also increasing year by year, more and more pressure. In a multiple car dealer told reporters: "the same media held at the same venue of the show, this year's booth fee than last year doubled, while car prices and sales did not increase one times, even lower than last year, which actually increases the consumer purchase a car costs, could give consumers concessions had to pay the fee, dealers in order to sell the car had to come up with a variety of means to attract consumers, In the price distribution and consumer playing "hide and seek". From the2003Hunan car city exhibition, exhibition level dealers and means every year about, from the beginning of a carpet shop spray a background to now dozens of millions of mobile exhibition, exhibition, exhibition means the level of cost is also increasing, people's appreciation level is improving, every stage lighting, background, catwalk shows, the prize activities, performances and so on, dealers are all attracted surprisingly attract the audience's eye. All of these are just to sell his car, to reduce the cost pressure. In fact, the show's expenses have not earned back the next show is waiting for them. It is understood, almost no one distributor at the show earned money enough to offset the cost of sales.

 

Hunan Yongtong Marketing Manager Fan Zhiyong said: "our car dealers than Beijing, Shanghai, Guangzhou and other places of the International Automobile Fair, those who participate in the exhibition are manufacturers. Objective to establish a brand image, take a move of them, some dealers may be several years of profits, we can not be compared with them. We rely on the exhibitors to increase sales, more show a profit businesses just earn back again into another car to go".

 

2005Years,2006Some car dealers to attend a show cost comparison: 

Fee Use After Pin Business	Site fees	Site fees	Site area
2005Years	2006Years	2005Years	2006Years	05,06Years
Hunan YongtongADistrict	80000	214000	240000	172000	720Square meters
Hunan DebaoADistrict	20000	71760	50000.Factory)	10000	120Square meters
Hunan Everbright(Auspicious)		90000		50000	160Square meters
Hunan Hengshun	50000	80000	20000	40000	160Square meters(With the floor)
Hunan refineCDistrict		79680		50000	160Square meters
Standard Induced		20000		10000	120Square meters
CShe KIA District		40000		8000	198Square meters
The Chinese people		50000		25000

             

In this case, theMediaBody and have organized various names of the show, as a business, not to participate in can reduce some costs, to participate in the show, investment cost is too high, and it is only a few car sales, even cost not to return. As for the promotion of enterprise and brand image, it is the manufacturers, distributors is not valued.

But why should we take? Some car dealers Changsha respectively have each reason and helpless.

As the Hunan automobile industry influential automobile dealers -- Hunan Yongtong, participated in almost all of the Hunan auto show. For all kinds of auto show, general manager of Hunan Yongtong company Mr. Liu Zhiwei has the feelings: "we certainly hope that the show can display of corporate culture, but also sold more cars, but the show too much too frequent, for the dealer to the situation was very confused. Promotion fee annual car manufacturers to distributors have been fixed, but the annual auto show costs far exceeded the actual support of manufacturers. And to promote the effect is not very ideal. Large dealers in the show is not to sell cars, mainly to enhance corporate visibility and to demonstrate the strength of enterprises and the quality of services, so that consumers purchase a car to have a sense of security, to enjoy the service with a sense of trust, whether Hunan so frequently show can really achieve the purpose?"

Mr. Liu Zhiwei of the Hunan auto show also expressed frustration: Hunan Yongtong is a large car dealership, has certain influence to the Hunan car city, the organizer will invite Hunan Yongtong in through a variety of ways, while Hunan Yongtong neither willing to neglect the media, but do not want to disappoint the consumer, after all, Hunan Yongtong after years of management, has a group of loyal consumers, many consumers are waiting to get more discount during the show......

Mr Liu Zhiwei argues that Hunan, not too many car manufacturers, not like Wuhan, Guangzhou, Changchun, Beijing, Shanghai that will focus more manufacturers support, but through the coordination of government departments, focus on human, financial and material resources, make one or two orderly, effective, with the characteristics of Hunan auto show, so to attract more consumers, so that they can see better show, can also obtain the manufacturer's attention and more support, more publicity can really improve the dealer "show business"!

 

Hunan Lantian Qimao company president Tang Guohua to think, every time almost: Exhibition grades are not high. Today's consumers increasingly rational, coupled with new models into the market constantly, consumer choice is more and more big. You have a look now there is a new listing can be very unpopular sell? No. Show up to watch, really a little. Since everyone is here, we also crustily skin of head to strike. But the Hunan blue sky show not in the hope of selling many cars, only do a company and brand publicity is good, because can survive not to participate in the auto dealers.

 The general manager of Hunan Tianrun Kaida Automotive Services Limited week law said, every time I come to the show is two words --! Why? Because our customers know that two months ago to show, have to wait until the show started again, have a look how many concessions. The largely because customers expect to show to purchase a car; let my customers every time to see our shadow at the show, which also how to display the strength of dealers. This is another reason why we want to! The grade of the show, to enhance corporate image, propaganda car brand is groundless statement, is entirely in order to sell the car, go to sales. Zhou said Mr. law, since in order to sell cars, all kinds of brand auto show car and concentrated, the price war is inevitable, some dealers as long as they do not lose on hand, and even some car prices are forced out of the bottom line. This is to bring the show the adverse consequences of competition.

 Changsha Hengshun auto Service Corporation Marketing Manager Hu Yuan participated in most in Changsha at the auto show, to show the current situation in Hunan, he also has deep experience: annual car sales concentrated in three before and after the golden week, Chinese accustomed to travel during the golden week, car sales will have a high peak, golden week is the total sales volume is six of total sales, 70%. In the busy occasions (such as auto show) for a relatively large amount of investment in brand promotion, can really achieve the sales and promotion effect.

All show is a saying: "through the show and promote the image of the enterprise, to sell more cars......"

The application of tricks to attract the eye The noise test of the eardrum

   Once there, you will first be here "music" sound deafen the ear with its roar, each booth dealers are moved to the big horn commercials, in his booth on music, plus live host and performance team sent to the voice, woven into a nobody could hear the sound of porridge "who". Then you will be attracted to the exhibition on the performance, model show, promotions and optical, electrical, etc. various kinds of means. A visitor after the exhibition, said, "out of the door ears are gone, it is too noisy!" In fact, more bitter is keep on dealers: a few days down, who is not tired, all the throat is dumb. Because in the exhibition hall where you can close to the ear loudly.

    A show to purchase a car friends told reporters: "in fact, I still like to4SShop to buy a car, a beautiful environment, peaceful, service is good, can the static under heart talk to them about the price, also offer more......"

   A couple watching the show and said: "I think the car is not like buying some of the small home appliance of what, not the mind fever, buy, want to for a long time, very fine, listen to a lot of, have a relatively quiet environment, rational purchase a car. After all, we have to spend years savings."

    It said foreign auto show, as a historical relics exhibition, very quiet, not noisy sound, not the beautiful model, we visit the show in a warm environment. Of course, those who show different purposes, large international auto show is not for the purpose of sale, but the show car brand, enterprise culture, high-tech and latest model car, etc..

    A few days of the exhibition, exhibition hall and the ground everywhere visitors abandon material, paper and even drink can finish all visible, cleaning staff clean up here, there were throwing, a mess, really is and the temple fair, those who buy the ticket collector must estimate the immeasurable delight. The visitors tired no place to rest, in steps, booth edge sat, so that the environment is not good factory there are many a "scenery".

 The organizers deliberately exaggerated sales The dealer had swollen face

"How manyCar sales, how many billion actual turnover, refresh the Changsha previous show the latest record, a plurality of the......"This must be the each car propaganda fixed words.

All along, the Hunan auto show is by the media or advertising, exhibition companies and other institutions to undertake, since the benefits of reason, from the outset doomed now ending: intensified competition among the media, for the popularity of the war as one falls, another rises, each vassal Ming dark Dou, propaganda is the smoke, as arguments show the boss in the media, and at the auto show, exhibitors scale dealer number, vehicle brand, selling cars, to leading level and so on "doing" the article, said how large scale, exhibitors how Qi, how many sales of vehicles......

Hunan Yongtong Marketing Manager Fan Zhiyong said: every time the show organizers have always said to you in the showroom sales figures also added, looked more! But we really don't like to false figures, this number, must be more than that "look better" do next year, but this is the market, this is not a year more than a year, should respect the facts, respect the laws of the market, an auto show last year we first day sales several cars the report, to my twenty, I want to Is it right? Too far? The organizers say never mind, newspaper! Report, this year again, but also reported more, my heart really jump, have a fever on the face......

The show's competition has also brought the competition between the media, while the media competition is mainly concentrated on a few more powerful paper media, in addition to fight both with open and secret means in scale, more in the propaganda of the potential. Thus forming a show "you Changba my debut," propaganda "let you be raging like a storm, I steadfastly stand on one's ground". This situation makes the exhibitors headache.

It is extremely difficult in this business, the media to get news, where the price there is media, then, all propaganda set off a wave of priceWave. To merchants and did not bring much benefit, Chinese consumers had a could not buy or buy mentality, but make consumers more wait and wait.

The excessive number of auto dealers to bring great burden and pressure, many dealers sigh: "why not by the government or by our own automobile association to take the lead, only one year to host the one or two auto show? All the media are involved in advocacy, all businesses to participate in, so that businesses really reflect their own strength, to show our new models and brands, manufacturers spend money to the booth layout, so that consumers can also see a enterprise image publicity and purchase their own brands as one wishes through the show car."

Show the lack of cultural connotation of people call rational show

Some journalists and many visitors who thought, watching the show feel what? Only see cars and people, did not see the other, what did not learn. In fact, a long history of automobile company, process models, change it all has the certain historical background, historical reasons, or have a certain story. But also has its special significance to the development of each brand, design, each of the models of manufacturing has a story, especially have special significance to name each car. They say, in the show should not only exhibit the manufacturers of the products, for the development, factory model change story, design ideas embodied in the models, and even enterprise culture should be displayed, may let more people understand the wonderful things behind each car will be better able to conquer the buyers. Manufacturers of some auto show on display at the display cabinet with the brand's life and office supplies, a pen, wallet, hat, keychain, cars, clothes, which is actually brand display, brand extension. Sincerely hope that after the show to see more car culture exhibition.

The personage inside course of study points out, Changsha Auto Show is still at the initial stage, repeat do the inevitable phenomenon, which requires the adoption of regulatory departments of industry associations and government, which is gradually standardized. He believes that the Changsha show best pattern is the second half of a large auto show, and then do some small car sporadic.

When it comes to dealers hope in what kind of show,The general manager of Hunan Tianrun Kaida Automotive Services Limited rhythm words have a certain representation: a year do one or two decent point show, there is a certain car culture and connotation, such as different automobile brand history, race, interactive activities; Let more consumers can not only understand the history of the car, to learn more about the culture of automobile and manufacturing enterprises.

The reporter understands,2006Annual event of the fourth annual Spring Housing Fair attracted a large number of manufacturers and dealers to come to exhibitors, attracted a large number of manufacturers attention, there are many manufacturers want to participate but because of limited space can not meet, facility utilization rate100%And has formed a Hunan brand exhibition. One is in the government and other relevant departments under the coordination of the work of the organization is very good, on the second half of the time, on the other hand, each room will have a large number of journalists came to the scene the reports, has formed a benign cycle. Changsha Auto Show Is it right? Can also to work in this direction? After all, repeat do the car dealer, the interests of consumers, the exhibition business interests also can not be guaranteed. Hunan Changsha Hongxing International Exhibition Center Exhibition Department said Mr. Xiao Ke, the show at present have been able to use "out of control" to describe, abuse and "rotten", a serious blow to the enthusiasm of manufacturers. This is we had not anticipated. I hope I can like Changsha housing trade fair, the spring and autumn of each host, Media Co, benign competition, made a nationally influential auto show, so manufacturers attention, people offer, organizers also happy.

Understand according to the reporter, the Hunan province automobile industry associations, chambers of Commerce as early as a year ago began to collect information from the parties and to bring the Hunan auto show to do better more influential, we expect Hunan to the emergence of a scale, taste, influence, and orderly competition in the auto show, for the benefit of customers, dealers benefit, the benefit of the show.

Attached:03Years~06In Hunan the show list;