Потенциал вторичного рынка и тренды пандемии: итоги конференции Авито Авто для профессионалов автоиндустрии

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Потенциал вторичного рынка и тренды пандемии: итоги конференции Авито Авто для профессионалов автоиндустрии

Всероссийская конференция для профессионалов авторынка «Высшая передача», организованная Авито Авто, прошла в онлайн-формате 12 ноября. В рамках мероприятия состоялись выступления лидеров индустрии, воркшопы экспертов и дискуссии о трендах автомобильной отрасли.

 

Партнерский материал​

Рост спроса на подержанные автомобили при снижении предложения

Руководитель группы аналитики Авито Авто Марат Миннекаев представил обзор ключевых трендов, которые сегодня определяют авторынок в России.

Как отметил эксперт, спрос на подержанные автомобили в России летом этого года не только восстановился до посткарантинных показателей, но и вошел в фазу роста по сравнению с прошлым годом. В итоге в октябре этого года спрос на покупку автомобилей с пробегом на Авито Авто вырос в сравнении с прошлым годом на 32%. При этом предложение со стороны частных продавцов остается на уровне ниже прошлого года.

«Предложение по продаже подержанных автомобилей уже восстановилось до посткарантинного уровня. Но в то же время предложение со стороны частных продавцов остается на уровне ниже прошлого года. Владельцы автомобилей сейчас меньше настроены продавать. Это означает, что для автодилеров повышается конкуренция за возможность выкупа автомобилей для пополнения складов», – подчеркнул эксперт.

Снижение количества дилерских центров и недостаточное внимание автодилеров к подержанным автомобилям

Денис Мигаль, вице-президент Ассоциации «Российские автомобильные дилеры» (РОАД), в своем выступлении указал на тренд на снижение количества официальных дилерских центров в России. В 2014 году в России насчитывалось 4100 официальных дилерских центров, в 2019 году – 3380, а по итогам I полугодия 2020 года их количество составило 3152. Как отметил эксперт, сокращение числа дилерских центров в этом году отчасти объясняется экономическими эффектами пандемии, а отчасти – укрупнением сильных игроков рынка.

Потенциал вторичного рынка и тренды пандемии: итоги конференции Авито Авто для профессионалов автоиндустрии

Денис Мигаль при этом указал на то, что в настоящее время большинство официальных дилерских центров в России еще недостаточно выстроили процессы по приемке на склад и продаже подержанных автомобилей.

«Сейчас наблюдается рост соотношения продаж новых и подержанных автомобилей в расчете на один дилерский центр. В 2015 году на 1 новый автомобиль автодилер продавал в среднем 0,24 авто с пробегом. А сейчас на 1 проданный официальным дилером новый автомобиль приходится 0,64 с пробегом. Такое соотношение представляется недостаточным. Сегодня автодилеры должны стремиться к соотношению новых и подержанных 1:1. Потенциал вторичного авторынка огромен. И автодилерам стоит стремиться его реализовать. Благодаря этому рынок станет цивилизованнее и прозрачнее», – подчеркнул эксперт.

Повышение онлайн-присутствия: коммуникация с покупателями в посткарантинном мире

Руководитель Маркетингового Штаба ГК «Автомир» Вера Лемехова отметила, что, несмотря на снятие или смягчение связанных с пандемией ограничений в большинстве регионов, покупатели сейчас по-прежнему стараются минимизировать количество визитов в дилерский центр. Сервисы онлайн-оплаты, онлайн-оформления автокредита не теряют актуальности.

«Люди сейчас очень большое внимание уделяют безопасности. Покупатели понимают, что дилер должен принимать меры, соблюдать определенные условия для обеспечения безопасности. Это стало очень важным для потребителей, и об этом важно говорить в телефонных разговорах, это должно быть указано на сайте. Могу сказать, что раньше люди значительно меньше покупали онлайн. Исследования 2020 года показывают, что 58% людей в России сегодня – омниканальные покупатели, готовые покупать и онлайн, и оффлайн. Это, правда, исследования по онлайн-ритейлу в целом, не только по автомобильному. Онлайн-предоплата и онлайн-оформление кредита стали с этого года очень популярны. И это очень важно, люди стали избегать лишних поездок. Они предпочитают приехать к дилеру 1-2 раза, а если есть возможность – лучше вообще не приезжать», – рассказала Вера Лемехова. 

Потенциал вторичного рынка и тренды пандемии: итоги конференции Авито Авто для профессионалов автоиндустрии

Директор по развитию и инновациям Автохолдинга КЛЮЧАВТО Юлия Овчинникова поделилась опытом по работе с покупателями в регионах. Она отметила, что сегодня во взаимодействии с покупателями в регионах работают те же механизмы, что и в столице, поскольку ожидания клиентов в разных точках страны в целом совпадают: «С точки зрения каналов коммуникации во всех регионах присутствия КЛЮЧАВТО используется один и тот же микс онлайн-каналов, как в Москве и Санкт-Петербурге. Конечно, есть небольшие различия от региона к региону: где-то с точки зрения продвижения лучше работают классифайды, где-то – другие каналы. Но в целом в любом регионе сегодня ключевое направление работы с клиентами – это онлайн. Потому что очень важно клиенту не только в Москве, но и в регионе иметь максимальный набор инструментов, который позволит ему легко и удобно записаться на сервис, оценить автомобиль, связаться с клиентской службой».

Главными правилами эффективной коммуникации с клиентами онлайн поделился автоэксперт из США Тим Кинц. Он рассказал, как изменилась психология покупателей с проникновением интернета в автомобильную отрасль: «Сегодня покупатели информированы гораздо лучше, чем раньше. Мы должны понимать клиентов, о чем они думают, к чему стремятся. 73% клиентов готовы ехать дальше за лучшим сервисом покупки автомобиля, но не за лучшей ценой. Конечно, цена очень важна, но в первую очередь клиенты хотят хорошего сервиса – уважительного отношения от компетентных продавцов. У клиентов теперь гораздо больше возможностей для выбора, чем раньше. Они выбирают из дилерских центров по всей стране. И у них появляется страх. Страх невыгодной сделки, невыгодной цены. Сотрудники дилерских центров должны уметь снижать тревожность клиента как на площадке, так и при онлайн-общении».

Полная запись конференции «Высшая передача» с выступлениями экспертов доступна к просмотру по ссылке.

Источник: kolesa.ru

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