TU-TESL

• 22

The competition in the automobile market is increasingly fierce. In order to attract and retain users, 4S stores have made every effort to improve the catering level, set up a gym, set up a car club and organize offline activities. Compared with these value-added services, a GAC trumpchi 4S store in Guangzhou focuses on providing "one-stop" services and professional maintenance capabilities, has established a good reputation in the local area, and has become the GAC trumpchi 4S store with the highest sales volume in the country. At the same time, the 4S shop also carried out innovative exploration on second-hand car replacement and new energy vehicle marketing. In this issue of "zero distance to buy a car", we came to this 4S shop, GAC trumpchi Changjia store. "Zero distance to buy a car" is an experiential shop search column created by auto house. We will combine experiential visits with in-depth interviews to present new concepts, services and models of various dealer stores and service institutions to consumers and industry people, strive to enhance the interaction and understanding between consumers and businesses, and promote the experience sharing and industry promotion of excellent business management models. 60 seconds quick reading: 1. Changjia store mainly attracts and retains users through warm service experience, one-stop service process and professional maintenance ability. 2. The maintenance ability is the root of 4S shop, and it is also the most important part of Changjia shop. 3. In the face of market changes, Changjia store is also exploring new models, including targeted second-hand car replacement business, and proposed a free long-term test marketing model for new energy vehicles. Changjia store is located near Guangzhou Guangyuan passenger station. The area of the store is not very large, but it gives people the first sense impression of tidiness and warmth. The shop is decorated in European style, with orange exhibition hall floor, bright floor to floor glass windows, and flowers and green plants arranged around. The general manager of this store is Zhong Yuyuan. He entered the automobile sales industry in 2004 and served two joint-venture automobile brands, Guangzhou Honda and Guangzhou Toyota. GAC motor is the first independent brand he made and the longest brand he has operated. So far, it has been six and a half years. Zhong Yuyuan, general manager of GAC motor's Changjia store, introduced that Changjia store had a renovation in the second half of 2018. Instead of following the "technology wind" route like many new 4S stores, it chose the style with temperature and warmth. In the process of communication with Zhong Yuyuan, we feel that he is a business operator who stresses to convince people by virtue. He has repeatedly mentioned that he wants employees to work happily. This management style can bring employees a higher sense of belonging and identity, and can be passed on to customers through employees. The renovated exhibition hall will move part of the business on the first floor to the second floor, and the whole area on the first floor will be given to the new car exhibition area and customer rest area. Although the area of the second floor is not large, it covers a number of business windows such as used car replacement, automobile insurance, automobile finance, boutique products, and even provides vehicle licensing business. One of the advantages of Changjia store is to provide users with "one-stop" services and let users complete more processes in the store as much as possible. Another big advantage of Changjia store is the professionalism and efficiency of maintenance. Changjia store is the first authorized GAC trumpchi 4S store in GAC business, with 100% original accessories and professional technician team. We saw in the shop that an electronic display screen was hung on the glass door of the maintenance area of Changjia store, which shows the name, model, appointment time, service content and service progress of the daily booking user. According to the appointment information displayed on the electronic screen, the service reception efficiency of Changjia store is very high, about 7 customers per hour. Through on-site observation, we can see that after making an appointment for the customer to repair the car, the after-sales consultant will confirm the vehicle condition together with the owner, and explain the relevant charging situation and the time it will take to the user one by one. There are 8 machine repair stations in the maintenance workshop of Changjia store, two of which are new energy parking spaces, which can be used for simultaneous maintenance of multiple vehicles. There are many cameras installed in the maintenance workshop. The maintenance technician tells us that these cameras can transfer the whole process of maintenance to the user's mobile phone. The owner can watch the vehicle maintenance status through the mobile app or the video in the rest area to realize the transparency in the maintenance process. Based on the service with temperature, "one-stop" service process and professional service ability, the highest user referral rate of Changjia store is 36%. At present, a variety of marketing forms such as automobile e-commerce, manufacturer direct marketing emerge in an endless stream, and new concepts such as sharing travel are also impacting the interest system of automobile dealers. At the same time of experiencing Changjia store, we also had in-depth communication with Zhong Yuyuan, the general manager of the store. Does the 4S store have any value? How to find its own position in the process of industrial environment change? According to Zhong Yuyuan, sales and service are the core business of 4S stores, and the deepest moat is to insist on doing the most original business. The need of the user to repair the car will not disappear, which is the root of the 4S store. In the long run, if the main engine factory directly connects with the users in the sales process, the 4S shop may lose its sales entrance. However, he believes that if the maintenance business can be done well, the 4S shop will still have room for survival, only the income structure changes. In addition to selling and repairing cars, the value of 4S stores lies in the grafting of finance, insurance, boutique and other businesses. These are all network systems built on selling cars and repairing cars, with the main business as the flow entrance. In addition, it is worth noting that some of the existing profit models of 4S stores are disappearing, and new profit space is also growing. For example, for the vehicle extended warranty business, the high-end brands were initially doing it, and now the middle and low-end brands are also starting to do it. This mode is the revenue mode that the 4S store did not have before, and the new growth came out. According to Zhong Yuyuan, from the six years he has been in Changjia store, the 4S store has been profitable, even this year. ■ although the whole market environment is not optimistic and Changjia store has controlled the whole situation, Zhong Yuyuan also confesses that he has anxiety, which is the "change" that can not be accommodated. The change of the automobile market should be based on the background of China's economic environment. The whole automobile industry is facing a reshuffle, "this period of time will be relatively long, you need to position well, and you must have a fixed force.". In the cold market environment, "live" is almost the idea of all 4S stores. But what 4S stores have to face is high store cost and labor cost. "Labor, land rental, including interest costs, these three costs have put a lot of pressure on 4S stores," Zhong Yuyuan said. All 4S stores are adopting the strategy of opening up resources and reducing expenditure. At the beginning of this year, Changjia stores began to implement this strategy, using feasible project indicators to ensure stable operation and save money from all aspects, including bank card fee, bank deposit interest rate, etc. "We have so many stores in the whole South China area, and we need to talk about relevant resources, so that we can keep warm together.". At present, Changjia store operates fuel vehicles and new energy vehicles at the same time. Zhong Yuyuan believes that multi brand operation of one store is the future trend, which can control the cost and improve the use efficiency. If the two stores are divided, the operation cost will increase by several million yuan. On the basis of opening up resources and reducing expenditure, Changjia store is also looking for new rising space. The first user and the replacement user are two different groups in the stock market. Changjia store found that 30% - 40% of the high-end products under trumpchi brands, such as gs8, gm8, GS5, etc., are the added customer group and the replacement customer group. Based on the analysis of this conclusion, we can more specifically match the market and consumers and do the second-hand car replacement business. Changjia also launched experiential marketing for new energy vehicles. New energy vehicles have entered the private consumer market since 2013. Although the sales volume has increased year by year in recent years, the awareness of new energy vehicles for ordinary consumers is not so high. "Experiential sales is very important," said Zhong Yuyuan with a smile. "Last year, I agitated the manufacturers to invest 100 vehicles in Guangzhou, all of them for experience, and gave us 130." At present, consumers' purchase of new energy vehicles is mainly affected by the licensing restriction policy, and there is no real acceptance of new energy products. He thinks that to accept new energy vehicles, first of all, it is necessary to cultivate user awareness, which will take a long time. Therefore, he gives users free long-term test drive of all 130 new energy vehicles obtained from manufacturers. This is also an innovative attempt in the whole country. From the perspective of on-the-spot shop exploration, Changjia store can maintain a good sales performance, which mainly depends on the carefully built warm service experience, comprehensive and convenient service process, transparent service system and professional maintenance ability. On this basis, changjiadian has also carried out innovative exploration on the second-hand car replacement, new energy vehicle marketing, etc. it is believed that these beneficial attempts will gradually play a role in helping it better serve users and retain users.