With the continuous development of China's automobile industry, the once controversial "Implementation Measures for Automobile Brand Sales Management" has finally ushered in changes. Recently, the Ministry of Commerce entrusted the China Automobile Dealers Association to hold a "Reform Forum on Brand Management Measures" in Beijing and discussed the "Automatic Sales Management Measures" (hereinafter abbreviated as "New Measures") to be implemented in 2015. It is expected to be ready early next year. Formally implemented. For the launch of the "New Measures," many dealers said that after waiting nearly 10 years, the strong control of car dealers on dealers finally improved.


The favorable policies are tilted toward dealers. “The new approach to be implemented” is definitely good news for dealers. The relationship between car companies and distributors should be a relationship of mutual benefit, mutual help and mutual benefit, but at this stage The implementation of the “Implementation Measures for Automobile Brand Sales Management” has given car companies an absolute strong position. Dealers lack the right to speak and are subject to vehicle prices. The mechanism is very unfair.” Xue Feng, Chairman of Yantai Xinchang Automobile Sales Co., Ltd. Commercial Auto News reporter said.

The reporter found that the "new approach" has imposed restrictions on the strong position of car companies and has more safeguarded the interests of dealers.

"Although the "new approach" stipulates that dealers must sell products through the authorization of car companies, but the authorization period is no longer a one-year one-signature, but is changed to a five-year one-signature, and can be automatically renewed, this policy The changes are of great significance.” Cheng Jun, Sales Director of Jiangsu Yinhai Automobile Sales & Service Co., Ltd. pointed out: “For many years, dealers were subject to one-year-one-entry operation rights, and the sales work was very passive. In order to secure the authorization for the second year, distribution. Businesses can only be forced to relinquish part of their rights and accept various tasks and conditions assigned by car companies.After the authorization is changed to 5 years, the dealers can formulate sales strategies according to their actual conditions and have more autonomy. Then subject to car prices."

The "New Measures" also imposes restrictions on the revocation of licenses and violations by car manufacturers, such as requiring car companies to repurchase dealership equipment, facilities, and inventory vehicles, and compensate dealers for building stores. In this regard, Xue Feng said: "This provision protects the interests of dealers to the maximum extent, reduces the losses caused by default by car companies, and is conducive to market fairness."

Regulations need to be put in place

Although the "new approach" has re-edited and formulated many contents, and the strong position of car manufacturers has been limited, there are still dealers who expressed doubts about the smooth execution of the "New Measures."

"The implementation of new policies often requires a gradual process, but also requires strong regulatory measures. Although the "new approach" in many aspects of the interests of dealers have been protected, but the real implementation is very difficult, and more is The significance is greater than the effect.” Xue Feng told the “Commercial Automotive News” reporter: “In order to release dealers' business scope as an example, the “New Measures” stipulates that dealers can operate multiple brands at the same time, but car companies often intervene in private. If a dealer is obstinate, he will be isolated from the car dealers, or by supporting other dealers in the same area. At this time, dealers usually have only two options: either continue to struggle painfully or give up.”

"Therefore, the market will be able to achieve fairness by formulating specific punishment measures for the "New Measures", increasing supervision, and standardizing the behavior of car companies in order to ensure the smooth implementation of policies." Xue Feng added.

In this regard, Cheng Jun also expressed the same view: "After the formal implementation of the "New Measures," how to implement them effectively and who should supervise them? If these problems are not solved properly, the policies will hardly be effective and the effect will be greatly reduced. ."