意大利经销商如何应对商业模式的转换

HowDealersinItalyarePreparingforTransformationsintheBusinessModel意大利经销商如何应对商业模式的转换

?Matureindustryormaturestrategies?成熟的行业还是成熟的战略？Dealersstillthemainchannelplayers经销商仍然是主要的渠道商………Productdisplay,knowledgeandtesting产品展示，认知和测试Marketprospectingandfollow-up市场前景与后续行动Datamanagement,legalcompliance数据管理，符合法规Crosssellingandrelationshipmanagement交叉销售与关系管理Manufacturerrequirements制造商的要求Digitaltransformation,internet-of-things…数字化改造，物联网…POTENTIALDISRUPTION潜在干扰Dealerchallenges:businessmorecomplex经销商的挑战：商业更加复杂5Upgradingdealerprocesses经销商业务流程升级Increasesize

提升规模AuthorizedSalesNetworksinItaly

意大利已授权销售网络Source:Quintegia200720132015DealerCompanies经销商公司DealerSalesoutlets经销商销售网点2.9502.0111.5764.5683.7132.924-32%-19%-22%-21%Totalnewcarmarket2014under1.4M2014年新车总市场规模在1.4M以下(recentlydownfromtypicalsizearound1.8M)（近来低于1.8M代表性规模）4610865Source:ICDP,Quintegia数据来源：ICDP,Quintegia,ReturnonSales2007200920112013Autotorino1.8%1.2%2.5%1.8%ItalianDealerAve.1.5%0.8%0.5%0.0%Management管理Strictstandardsandongoingcontrolling严格标准与持续控制ITsystem信息系统CustomisedDMSwhichdrivescommonprocesses驱动日常程序的个性化DMSOEMssupport厂家支持Initialcontributiontore-launchtheactivity重启活动的最初贡献Banksupport银行支持Lowinterestratethankstogoodperformance表现好带来的低利率NumberofOutlets销售点数量LargestplayerinItalygrewbyacquisition通过收购意大利大型公司逐步成长2.Evolvemixofbusiness

业务组合演变Aimatselling100usedcarsper100newcars

目标是每售出一百辆新车便销售一百辆二手车Bestpractice:GruppoFassina最佳实践：GruppoFassinaUsed:newratio1.4:1二手车：新车=1.4:1Usedcarsactivelysourced60%二手车采购占60%>50%totalprofitcomingfromusedcars大于50%的利润来自于二手车Grossmarginpercar14%ofaveragesalesprice(doubleItalianaverage)每辆车毛利润占平均销售价格14%（是意大利平均水平的两倍）Focusonusedcarbusiness专注二手车市场3.Multi-brand多品牌Multi-brandbyentrepreneursandpersalesoutlet

企业家的多品牌与每一销售点Multi-brand2011-2015trend多品牌2011-2015年发展趋势Source:QuintegiaEntrepreneur’sbrandportfolio企业家的品牌组合Multi-brandpersalesoutlet每一销售点的多品牌VolumebrandsPremiumbrandsVolumebrandsPremiumbrands2011201520152015201320152011201320112013201120134.Customerengagement/storeattraction

客户互动/店铺吸引力15Makestoresmoreattractiveforcustomers使店铺对消费者更有吸引力5.Digitaltransformation

数字化改造areacoverage覆盖区域18Mobilephonetrafficandrelationships手机通信及其关系websitemobilestorekioskse-mailsocialmediacallcenterdigitalprintsearchOmni-channelcustomer全渠道覆盖消费者6.Informationmanagement

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