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At present, more and more new energy automobile enterprises are abandoning the pure direct operation mode and turning to the "direct operation + dealer" dual-track parallel mixed channel mode one after another. A few days ago, BYD's momentum, equation Leopard brand both announced the opening of dealers to join, the goal is to expand the dealer network to gain more market share.

Opening plus dealer recruitment proves that Teng Teng and equation Leopard have rejected the direct sales service model and returned to the "direct camp + dealer" model that BYD is familiar with, while Teng Teng and equation Leopard chose to introduce the dealer partner model. to a large extent, it is related to the continuous expansion of its product matrix and the growing scale of sales, the simple direct marketing model has been unable to meet the needs of more consumers.

Zhao Changjiang, general manager of the sales Division of Tengli, said that in just two years, the cumulative number of users of Tengli has exceeded 200000, entering a new stage of "intensive product launch, rapid expansion of channels, and rapid growth of market scale". Based on the realization of product sales goals of 500000, 1 million and even higher in the future, channel transformation is imperative. In order to provide more and more regional users with higher-quality luxury services, Tengli will adopt the "direct marketing + dealer partner" channel model around the world to accelerate channel layout and build a multi-channel system.

Xiong Tianbo, general manager of the Division of equation Leopard, also said that after the release of the family matrix in April this year, equation Leopard ushered in its own brand-new stage. After careful consideration, we have officially launched the investment promotion plan, which will gradually enter the channel mode of "direct camp + dealer partner". At present, equation Leopard has 185 stores all over the country. As a brand-new brand, the lack of channel points, there is no way to make more people realize the equation leopard, and there is no way for many people who love the equation leopard to experience it conveniently, which is our regret.

In fact, the exhibition hall and brand experience center under the direct operation mode were once the standard configuration of new energy vehicle brands, especially an important symbol of building new power brands to establish brand image, which can provide consumers with a uniform price and more direct, efficient and high-end services, but with the expansion of the scale of new energy vehicles and the increase of cost pressure. Zero run, Xiaopeng, polar krypton, Avita and other brands have decided to introduce the dealer model, even if they adhere to the direct business model, they have carried out business cooperation with some dealers.

Under the direct marketing mode, any domestic consumer who buys a brand car gets the same sales policy, including sales price, loan interest rate and so on. There is no room for bargaining, that is, the price is transparent. For consumers, the greatest impact on buying a car is the price, but not all consumers buy cars all the same, but each has its own preferences, requirements, psychological price and other rules and regulations in mind. The direct operation model can minimize the trouble caused by this frame. In addition, compared with the dealer model, the after-sales service of direct stores still has higher work efficiency, which is mainly reflected in the implementation of the "three guarantees" policy, because consumers are directly facing the mainframe factory. there will be no kickball between consumers and dealers.

The direct operation model is more beneficial to consumers, but it also has obvious limitations, first of all, high operating costs and slow expansion, which is a huge limitation for brands in the stage of rapid expansion. this is also the main reason why Tengli and equation Leopard open the "direct camp + dealer" mode. In addition, direct stores are directly managed by the main engine factory, which means that more effort and cost are required, showing a geometric multiple growth compared with the complexity of the dealer model.

When you switch to dealer mode, the situation will be different. First of all, the price, it is impossible to keep the price as always as the directly operated stores, and the price standard set by the mainframe factory will become the guiding price, although the mainframe factory will try its best to get the dealers to sell cars according to the guiding price. but the main body that consumers face is no longer the mainframe factory, but dealers, and the relationship is "consumer-dealer-mainframe factory", so consumers buy cars at dealers. It is more likely to get a more cost-effective car purchase plan, but the disadvantage is that you need to talk to dealers. Another big difference is after-sales service, once there is a problem, consumer claims will be more difficult, because no matter return the car or ask for compensation, the dealer will pay for the pad first, and then claim compensation from the mainframe factory. This is a relationship in which the payment is never greater than the payback, and it is a business that is bound to lose money in the long run, and it is normal for dealers not to be active about it.

It is worth mentioning that BYD will continue to provide unified pricing and services after introducing the distributor partnership model and the direct operation model in parallel. Zhao Changjiang, general manager of the Tengli brand, stressed that Teng Teng will adopt the national suggested retail price, the price system is assured and transparent, and the two business models maintain high standards and high service levels.

It is worth mentioning that BYD will continue to provide unified pricing and services after introducing the distributor partnership model and the direct operation model in parallel. Zhao Changjiang, general manager of the Tengli brand, stressed that Teng Teng will adopt the national suggested retail price, the price system is assured and transparent, and the two business models maintain high standards and high service levels.

Under the premise of not changing the direct operation mode, controlling the new scale of direct operation stores and actively recruiting dealers to expand channel coverage, this "two-track system" is becoming a common idea for new car brands to speed up the construction of sales network. However, at a time when the price war is protracted and it is difficult to make money from selling cars, the confidence of the dealer group and the conditions of cooperation offered by the brand will determine whether the new channel model can be promoted smoothly.

Momentum, equation Leopard brand why to introduce the "direct marketing + dealer" model, it is not difficult to understand. Momentum and equation Leopard as a new BYD car brand, the current sales have been in the doldrums for a long time, there is an urgent need to increase as soon as possible, otherwise it will be a drag on BYD's expansion. From January to May in 2024, the Tengli brand sold a total of 47149 vehicles. At present, the models sold by the Tencent brand include D9, N7 and N8, but with the exception of D9, the performance of other models is very mediocre, of which D9 sales are 42804, accounting for 91% of the total sales. Equation Leopard brand is even more serious, it currently has only one model on sale, that is, equation Leopard 5, with cumulative sales of 15603 vehicles, or about 3000 vehicles per month.

BYD has not conducted a large-scale recruitment of dealers for a long time. The last time it was at the beginning of the establishment of the e-Network in 2019, BYD stipulated that new stores should be invested by old dealers in the past three years. It is temporarily closed to the outside dealer system, so there has been no new dealer group inside BYD for a long time. After opening dealers to join, the development speed of Tengli and equation Leopard will be greatly speeded up, with BYD's current leading product power, the development speed of Tengli and equation Leopard brand will be greatly accelerated. Compared with YD, opening up dealers to join is tantamount to copying the bottom of the joint venture brand. At present, the overall performance of joint venture brands in the domestic market is relatively low, more and more dealers are planning to switch to new energy brands, and BYD is the head of new energy vehicles in China, which is their only opportunity to enter.

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