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Shenzhen News Network, July 24, 2024 (Reporter Zhao Xinming, Shenzhen Special Zone Daily, Correspondent Yang Bingjie) The implementation of Shenzhen's automobile "replacement and renewal" policy has set off another wave of new energy vehicle sales. From on-site car viewing to test driving, from multiple price comparisons to car purchase and registration, from financial loans to old car replacement, all "one-stop" services are completed... In Luohu, the Sungang-Qingshuihe area is becoming a trendy choice for new energy vehicle consumption with its rich automobile industry categories, professional and high-quality services, and fashionable and diverse consumption scenarios. Major new energy vehicle companies are competing to seize the beachhead.

Go shopping and buy a car

As one of the areas with the most concentrated automobile sales in Luohu and even Shenzhen, Sungang has world-renowned second-hand car trading showrooms, new energy vehicle collection centers, auto parts markets and other professional markets, bringing together a number of high-end automobile and new energy vehicle brands such as Mercedes-Benz, BMW, Tesla, BYD, and NIO.

Ideal Auto Halo Plaza store officially opened in Sungang in December last year. Zou Xiang, the Shenzhen city manager, said that Sungang not only has a strong automobile industry foundation, but also has a higher concentration of new energy automobile brands in recent years. "The concentration of brands makes it more convenient for customers to make one-stop selections and comparisons. The rich automobile formats in the area will fully meet consumers' needs for car purchases and after-sales services."

Shenzhen Auto City Plaza.

On that day, citizen Mr. Zhang had just ordered a new energy vehicle that he had long admired in Sungang. Combined with various discounts and replacement subsidy activities of car companies and stores, he saved nearly 10,000 yuan. "No need to run around to scattered car stores to look at cars and compare prices. You can gather so many popular models of mainstream new energy car brands in one place. You can also test drive, compare prices, buy cars, and register them in one stop. It's just like shopping in a supermarket. It's convenient and cost-effective."

As consumers' recognition and purchasing enthusiasm for new energy vehicles grow, some auto cities known for their concentration of auto brands have also begun to accelerate their pursuit of new things and seek ways to concentrate the development of the new energy vehicle industry.

The reporter noticed that, unlike other auto cities, the label of the new energy vehicle integrated sales center created by Sungang Zhihui Plaza is particularly prominent. It is understood that Zhihui Plaza currently has 17 mainstream new energy vehicle brands such as Tesla, BYD, and Xiaopeng. Not only that, Zhihui Plaza, which is adjacent to Wanxiang Food, has built a new comprehensive industrial consumption gathering place integrating cultural creation, fashion, leisure and other sectors, integrating terraces, coffee, theaters, talk shows, designer hotels, CHILL blocks and other cultural elements, greatly improving the shopping experience of auto consumption.

Ms. Li is a senior "book lover". What she didn't expect was that she became a "car owner" after shopping and visiting an exhibition with her bestie. "After shopping at Wanxiang Food House, we walked a few steps across to Zhihui Plaza, where there are many new energy brands and the overall consumption environment is not bad!" In her opinion, shopping and buying a car at the same time is a wonderful car buying experience!

According to Wang Junyong, general manager of Zhihui Plaza, Zhihui Plaza takes the new energy vehicle collective sales center as its core, emphasizes social and emotional interaction, and combines the current popular offline cultural activities to create a cultural, leisure and social platform for Shenzhen youth. Every weekend, waves of young consumer groups will flock to the "Happy Twist" theater on the 5th floor of the plaza, which will bring continuous popularity and traffic to the new energy vehicle display area.

In the Ideal store, consumers are choosing cars.

One city, more than 50 brands settled in

Located in the Sungang-Qingshuihe area, less than two kilometers away, Shenzhen Auto City is an important destination for many Shenzhen residents to buy cars and is also the "headquarters" for many local car companies.

Yu Yunfei, 53, has been working in the Shenzhen automobile industry for more than 20 years. He started as a compressed natural gas vehicle R&D and modification company, and developed it into a company with multiple automobile sales services and parent companies. He then transformed it into a new energy center for overseas car shopping in Luohu Shenye Auto City. The trajectory of Yu Yunfei's automobile career is deeply bound to Luohu, and he has also witnessed the "butterfly change" of the automobile sales industry.

He said that Shenzhen Auto City is a state-owned permanent automobile market currently planned by the Shenzhen Municipal Government and a base for enterprises to take root and develop for a long time. "Targeting the emerging field of new energy vehicles, I changed the original Shenzhen Auto City 'Haitao Famous Car Plaza' project to 'Haitao New Energy Center' in 2019, introducing new energy brands such as BAIC New Energy, BYD, Xiaopeng, Nezha, Baojun, etc., and Luohu Vehicle Administration Office moved in."

The reporter learned that as a professional automobile market, Shenzhen Auto City is committed to building an automobile gathering development platform, making Auto City the home of more automobile companies. At present, Auto City has more than 50 automobile service brands, bringing together mainstream automobile brands and extended products of the industrial chain, and each brand has new energy automobile products. Typical examples include BYD's professional personalized brand "Formula Leopard" which has moved into the fourth phase of Boying Building this year, and the first AITO authorized user center in Shenzhen will be settled in the second phase of Bolong Building in Auto City in 2021...

"The consumption atmosphere of new energy vehicles in Luohu is becoming increasingly strong, which is conducive to driving the growth of both corporate sales and customer traffic." "We are interested in the future development trend of Qingshuihe (area) and the advantages of automobile industry agglomeration in Sungang (area), so as to take root in the professional market." During the interview, several heads of automobile sales companies said.

One street, one-stop professional service

In recent years, as the development of the new energy vehicle industry has entered the "fast lane", corporate entities represented by Auto Plaza have been able to achieve their own transformation and development by leveraging policy "guidance".

Wang Junyong told reporters that Zhihui Plaza was formerly a fabric market, and it started renovation in May 2021. Earlier in the renovation, the company considered turning it into an education city... But just when they were confused, the government acted as a "guide". "At that time, the new energy vehicle industry had already emerged. The relevant departments of Luohu District provided important guidance for our project reconstruction based on industry information, data, and analysis, allowing us to more accurately position ourselves in the new energy vehicle industry and helping us make key decisions."

Thanks to the government's guidance, Zhihui Plaza has precisely laid out the new energy vehicle integrated sales center project, which coincides with the trend of car companies turning to fully enter the automobile integrated sales center. Wang Junyong mentioned that more and more new energy vehicle brands have begun to change their thinking of experience stores, 4S stores and traditional supermarkets, and choose to enter the automobile integrated sales center. On the one hand, it can help them obtain more accurate professional potential customers and increase the transaction rate. On the other hand, it can also significantly reduce corporate rent and personnel costs, achieve low cost-effectiveness, and thus stimulate the endogenous motivation of car companies.

The "transformation" of Zhihui Plaza is a microcosm of the accelerated "innovation" of the automobile sales cluster in the Sungang-Qingshuihe area. At present, the Sungang area is combining the construction project of the family culture consumption block, and plans to deploy new energy automobile industry along and around leading enterprises such as Aokanda and Daxing. At the same time, some buildings in the Sungang area will be renovated and upgraded, and the first-floor shops will be built in an integrated and high-quality manner, forming a "street" of new energy automobile comprehensive exhibition halls with a certain degree of innovation, concentration and display in the city, further accelerating the gathering of new energy automobile brands.

Merchants generally believe that the intensive management and operation model of automobile professional markets will bring about the intensive competitive advantages and guide automobile professional markets with potential advantages to become bigger and stronger; creating a "street" of comprehensive exhibition halls for new energy vehicles, the concentration of brands and professional one-stop services will bring obvious benefits to the drainage of offline sales and the shortening of transaction cycles.

According to Yu Yunfei, in the future they may strive to build showrooms for new energy vehicles of various brands under BAIC Group in the Sungang area, focus on building the overall brand and image of BAIC Group, build a regional sales and service center in Shenzhen and even South China, take into account traditional oil vehicles, and realize the sharing of after-sales service centers, body repair centers, and live broadcast bases.

In addition, Luohu has recently been stepping up the introduction of relevant policies to promote the development of the new energy vehicle sales industry. It will support enterprises and institutions related to the new energy vehicle supply chain in many aspects, such as establishing operating entities, opening stores, industrial space transformation, and first launches. It will promote the gathering of new energy vehicle brands and sales companies in Luohu, encourage companies to grow bigger and stronger, enrich new energy vehicle consumption formats, and guide automobile consumption towards "new".