Since the launch of the first car of the car, the car, the total sales volume of only 3,000 cars in 8 months, did not hinder the construction of the car network. On August 6th, Guan Zhi Auto's authorized dealers opened the ceremony in Beijing. Guo Qian, chairman of the company, said in an interview with NetEase. The current priority of Qoros Auto is to enhance the brand recognition of Qoros. The Beijing market is in the form of a 4S shop + a display store, designed to fully expand Guanzhi brand awareness.
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According to Netease Automobile, there are 44 stores in Guanke Auto, 30 are under construction, and another 30 are under design. It is expected to complete the network of 100 stores this year. At the same time, through the relatively concentrated marketing propaganda in the past six months, the brand awareness of Qoros Auto has risen from the initial 7% to 40% today, and the official website has reached 5 million passengers/month. However, the sales conversion rate is still low, which is a problem that Qoros has to face.
Wang Xin, the general manager of Beijing Mingwei Zhiyuan 4S Store, revealed to NetEase. At present, the store has accepted more than 20 reservations. Guo Qian said that the dealers with better operating conditions have reached 50-60 units per month. Such sales results are really weak in terms of the huge cost of Qiaozhi.
According to incomplete statistics, the total profit loss of Qoros Auto in the first three months of 2014 has reached 358 million yuan. In 2013, the loss amounted to 1.558 billion yuan. In 2012, the loss was 635 million yuan, plus 10 billion yuan in the previous research and development investment. Qoros has spent at least 13 billion yuan on its cost. Although Wei Sifan, executive director of marketing and sales of Qoros Auto Co., Ltd., told the media that the current spending of Qoros Auto is far lower than the investment of 2.5 billion US dollars, but continued to suffer large losses in successive years, so that Qoros Motors only got Increase brand promotion efforts to achieve the ultimate goal of increasing sales.
At the same time, in order to reduce the cost of the car, Guo Qian said that it is possible for Qoros to share product platforms with other car brands. The attitude of Qoros Auto can not help but make people suspicious. Has the rumored news that Qoros Auto will share the platform with Chery Automobile has already had cooperation intentions? In this regard, Guo Qian said that in addition to the world's top auto companies will not participate, sharing platforms between different auto companies is a routine practice in the industry, Qoros Auto as a temporary brand, does not rule out at the right time Share the platform with other car companies to achieve the goal of cooperation and win-win.
Earlier, there were rumors that Yin Tongyue had communicated with Quantum Group. In the future, Guanzhi Automobile and Chery Automobile shared the platform and used both sales to ensure the quality improvement of Chery products and further reduce the cost of the car. However, at present, Qoros Auto is trying to shape a brand image that is independent of the parent company of Chery Automobile. Will the sharing platform deviate from the independent image pursued by Qoros Auto? Will it lower the brand image of Guanzhi Automobile? Netease Automobile believes that Qoros Auto is making every effort to shape high-end international auto brands, and it is necessary to make a minimum limit estimate for the previous input costs. The current losses are still some distance away from the bottom line of their hearts, so the sharing platform should not be released in a short time.