意大利經(jīng)銷商如何應對商業(yè)模式的轉(zhuǎn)換

HowDealersinItalyarePreparingforTransformationsintheBusinessModel意大利經(jīng)銷商如何應對商業(yè)模式的轉(zhuǎn)換

?Matureindustryormaturestrategies?成熟的行業(yè)還是成熟的戰(zhàn)略？Dealersstillthemainchannelplayers經(jīng)銷商仍然是主要的渠道商………Productdisplay,knowledgeandtesting產(chǎn)品展示，認知和測試Marketprospectingandfollow-up市場前景與后續(xù)行動Datamanagement,legalcompliance數(shù)據(jù)管理，符合法規(guī)Crosssellingandrelationshipmanagement交叉銷售與關系管理Manufacturerrequirements制造商的要求Digitaltransformation,internet-of-things…數(shù)字化改造，物聯(lián)網(wǎng)…POTENTIALDISRUPTION潛在干擾Dealerchallenges:businessmorecomplex經(jīng)銷商的挑戰(zhàn)：商業(yè)更加復雜5Upgradingdealerprocesses經(jīng)銷商業(yè)務流程升級Increasesize

提升規(guī)模AuthorizedSalesNetworksinItaly

意大利已授權銷售網(wǎng)絡Source:Quintegia200720132015DealerCompanies經(jīng)銷商公司DealerSalesoutlets經(jīng)銷商銷售網(wǎng)點2.9502.0111.5764.5683.7132.924-32%-19%-22%-21%Totalnewcarmarket2014under1.4M2014年新車總市場規(guī)模在1.4M以下(recentlydownfromtypicalsizearound1.8M)（近來低于1.8M代表性規(guī)模）4610865Source:ICDP,Quintegia數(shù)據(jù)來源：ICDP,Quintegia,ReturnonSales2007200920112013Autotorino1.8%1.2%2.5%1.8%ItalianDealerAve.1.5%0.8%0.5%0.0%Management管理Strictstandardsandongoingcontrolling嚴格標準與持續(xù)控制ITsystem信息系統(tǒng)CustomisedDMSwhichdrivescommonprocesses驅(qū)動日常程序的個性化DMSOEMssupport廠家支持Initialcontributiontore-launchtheactivity重啟活動的最初貢獻Banksupport銀行支持Lowinterestratethankstogoodperformance表現(xiàn)好帶來的低利率NumberofOutlets銷售點數(shù)量LargestplayerinItalygrewbyacquisition通過收購意大利大型公司逐步成長2.Evolvemixofbusiness

業(yè)務組合演變Aimatselling100usedcarsper100newcars

目標是每售出一百輛新車便銷售一百輛二手車Bestpractice:GruppoFassina最佳實踐：GruppoFassinaUsed:newratio1.4:1二手車：新車=1.4:1Usedcarsactivelysourced60%二手車采購占60%>50%totalprofitcomingfromusedcars大于50%的利潤來自于二手車Grossmarginpercar14%ofaveragesalesprice(doubleItalianaverage)每輛車毛利潤占平均銷售價格14%（是意大利平均水平的兩倍）Focusonusedcarbusiness專注二手車市場3.Multi-brand多品牌Multi-brandbyentrepreneursandpersalesoutlet

企業(yè)家的多品牌與每一銷售點Multi-brand2011-2015trend多品牌2011-2015年發(fā)展趨勢Source:QuintegiaEntrepreneur’sbrandportfolio企業(yè)家的品牌組合Multi-brandpersalesoutlet每一銷售點的多品牌VolumebrandsPremiumbrandsVolumebrandsPremiumbrands2011201520152015201320152011201320112013201120134.Customerengagement/storeattraction

客戶互動/店鋪吸引力15Makestoresmoreattractiveforcustomers使店鋪對消費者更有吸引力5.Digitaltransformation

數(shù)字化改造areacoverage覆蓋區(qū)域18Mobilephonetrafficandrelationships手機通信及其關系websitemobilestorekioskse-mailsocialmediacallcenterdigitalprintsearchOmni-channelcustomer全渠道覆蓋消費者6.Informationmanagement

信息管理21AskVISITORS:contactinfofordatabase詢問參觀者：數(shù)據(jù)庫的聯(lián)系信息22AskEXCUSTOMERS