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There Is No Seller Without A Buyer

2024

Video: There Is No Seller Without A Buyer

Video: There Is No Seller Without A Buyer
Video: WHAT HAPPENS WHEN ONLY SELLERS NO BUYERS IN THE TRADE | WHAT HAPPENS WHEN ONLY BUYERS & NO SELLERS 2024, March
There Is No Seller Without A Buyer
There Is No Seller Without A Buyer
Anonim

WITHOUT BUYER NO SELLER

Arkady ALEKSEEV, head. department of science and technology

Lack of sales strategy makes

unpromising technical innovations.

Almost monthly, the captains of the auto industry share ambitious plans - to produce the latest models in Moscow, Tolyatti, Elabuga, Nizhny Novgorod. The prospect is indicated with a typical Russian scale - the total production volume of all new products exceeds half a million pieces per year!

I am glad that the contours of the future are already drawn, landmarks are outlined. Unfortunately, the “behind the scenes” usually remains different: who will buy these “meganes”, “blazers” and “asters”? It seems that manufacturers live in happy confidence - if they already take cars worth 35 thousand rubles, then the “new model” will go for 90 (Megan, Astra, Marea), or even 130 (Blazer ). Alas, the number of original buyers who do not stand behind the price is limited (our profile convincingly proves this - see page 14). Already today, VAZ is forced to impose dealers with one and a half times more expensive “dozens” to the load of “sixes”, and maybe they will somehow sell them …

And now we have come to a sad alternative - we can continue to produce long-outdated models, trying to somehow improve and retouch them, but maintaining a low price. At the same time, percentage by percentage is giving way to the market for used cars that cost about the same (although physically older), but a generation or two more modern - naturally, with a corresponding difference in equipment and comfort. And the technical backlog will increase every year, forcing to strengthen and build on the customs fence … Agree - this is a dead end.

It can be done differently - to develop and introduce or assemble new models from components, inevitably raising the price and moving to fierce competition with second-hand foreign cars “fresher”. And then it turns out that the number of wealthy customers, if growing, is very slow; sales of expensive cars will be relatively small - and, accordingly, the revenues and prospects of the manufacturer. So, it turns out that in any case, the auto industry is destined to overstock in two or three years?

Here it will be appropriate to refer to foreign experience. After all, both Japanese and post-war European industry had to deal with a similar situation of extremely low solvent demand. And they found a way out: if the buyer does not have enough money - they need to … give it to him! But this is perhaps a good opportunity for our car industry to develop and sell modern cars. Europeans used this chance in the 50-60s, and now trade on credit is one of the main levers of the automotive market. Today, for many, many of our compatriots, this is the only chance to become owners of cars. Potential buyers would also appreciate other methods of attracting customers that have long been used abroad - a system of discounts, the opportunity to hand over an old car with offsetting its cost when acquiring a new …

Why do we dwell on trade issues in such detail? Yes, our car industry simply doesn’t have another way to stay afloat - today you can’t count on the rush demand or on the merciful support of the government. Only buyers' money can help him.

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