After the epidemic, there are different opinions about the golden rule of the survival of automobile 4S shops.

Affected by the Spring Festival holiday and epidemic situation, the automobile industry began to be under pressure in 2020, and the production and sales at both ends decreased by about 20% in June 5438+ 10. However, in the enterprises that have started construction at present, they still mainly face practical problems such as shortage of related materials and sharp drop in passenger flow. Lack of users, stagnant sales, shortage of funds, unemployment of employees ... these are all difficult problems in front of dealers. Obviously, this epidemic will be a heavy blow to the entire automobile industry. If the epidemic inflection point does not appear in the short term, both the OEM and the distributor will face life and death challenges. So what is the golden rule for dealers to survive in an epidemic?

Cultivate loyal old customers

In the case that supply exceeds demand and the market tends to be saturated, the competition among 4S stores is fierce, and the price war has not stopped for a day. What's more, it has formed a situation of "killing each other" between dealers of the same brand. At present, many brand dealers sell cars at a loss, relying on after-sales subsidies and pre-sales to maintain the operation of the whole company. But what is certain is that retaining old customers is a way to preserve strength and increase the competitiveness of enterprises. Liu Hong, general manager of Chongqing Baoyu, said that the cost of winning a new customer is five times that of retaining an old customer, and the retained customer may bring 1000% profit to the enterprise.

Another related survey shows that the loyalty of old customers decreased by 5% and the profit rate of enterprises decreased by 25%; The success rate of selling to new customers is only 15%, while the success rate of selling to old customers is 50%. 60% of new customers are introduced or influenced by old customers. To sum up, retaining old customers will greatly reduce costs and help to develop new customers, which shows the great benefits and importance of maintaining old customers. Han Wei, general manager of Chongqing Automobile Trading Company, also thinks it is very important to keep old customers. The satisfaction of old customers will bring positive word-of-mouth communication, and positive communication can also bring recommendations, insist on maintenance and even second-hand car replacement in 4S stores.

Try to be a "retrograde person"

"Nowadays, service concepts such as door-to-door car washing, door-to-door maintenance and door-to-door maintenance can be seen everywhere, but car door-to-door service is still in the testing and trial stage. However, with the popularity and promotion of online car purchase, services such as car delivery in the future are expected to become one of the popular trends. " Ting He, sales director of Chongqing Dejialin Lincoln Center, said that almost all car companies have recently launched a series of services such as "VR car watching", "live car watching" and "online ordering", and even provided a door-to-door test drive experience, so that people can watch and buy cars without leaving home, thus stimulating consumers' desire to buy cars. From a longer-term perspective, the outbreak of this epidemic will accelerate the development of car-door service model based on online experience, car selection and car purchase.

This "war epidemic" has come down. The online competition and service of automobile sales will start a new "battle", and a more comprehensive and grounded gameplay will appear in the automobile market. Moreover, the service and process of automobile sales from online to offline are completely integrated, and they are more skilled through this opportunity. With the rise of live broadcast, media, distributors and manufacturers have put some energy, even all energy, on the line. This will greatly affect users' consumption habits, make online car selection more popular, and online car purchase will become a trend with the improvement of on-site service process.

Be the "sweeper" of the owner

In terms of automobile consumption, at present, more than 60% of domestic aftermarket services are completed by 4S system. At present, the service level of offline stores has become a key variable in brand building. Car buyers are getting younger and younger, and the emergence of more intimate and personalized innovative Internet car service formats has also made the 4S system aware of anxiety. According to statistics, the average customer churn rate of 4S stores is as high as 65%. Facing the transformation from sales-oriented to service-oriented profit model, the service quality supervision of 4S stores needs to be solved urgently. Moreover, most consumers pay more attention to service experience and service quality and are willing to pay for it.

"The concept of service is a long-term personal charm. Every salesperson should establish the concept of "sincerely serving customers" and do a good job of after-sales service with a clear conscience, instead of putting on a show, and can't ignore it because it is not important. " Zhang Shengchong, after-sales manager of Changan Chegu 4S store, said, in the face of fierce market competition, if you are doing the same as your competitors, why must your customers be you? The real means to maintain customer relationship is to deal with small things in life with customers for a long time, and subtle skills can only be handy after a long period of exploration and tempering, like a duck to water.

Dig deep pits to accumulate grain.

During the epidemic period, the sales of new cars almost stopped, the after-sales output value dropped sharply, and the overall income dropped sharply. The fixed expenditure items such as monthly salary, social security expenses, rental expenses and bank loan interest of automobile dealer groups may be the last straw to crush the camel. To this end, Han Wei, general manager of Chongqing Trading Company Automobile Trade, said, "Dealers need to actively take multiple measures to alleviate the pressure of cash flow, such as operating costs, reasonable expenses, cash flow management and forecasting; While strengthening self-management and actively following up the progress of the epidemic, we can seek business transformation and diversified layout to reduce long-term single dependence on core business; In addition, we can optimize the organizational structure, actively strive for subsidy policies and funds, and withdraw funds from the inventory.

Be a "popular anchor"

With the continuous penetration and integration of technologies such as automobile industry, Internet and artificial intelligence, it is not only deeply applied in brand exposure, clue collection and sales transformation, but also fully applied in customer return visit promotion, value-added business sales and service reservation. For the dealer group, online platform is not only an online trading platform, but also has strong marketing value, media value, data value and service value. While building offline stores, the dealer group will further increase its integration with online platforms (APP, WeChat, professional websites, etc.). ), so as to achieve a full range of target service capabilities.

After this epidemic, many enterprises have discovered the importance of "getting customers online". No matter what type of enterprise, it must have the ability to get customers online. The traditional way to get customers is nothing more than telephone, advertising, distribution and so on. But the initiative of these models is getting smaller and smaller, and the cost will be higher and higher. "The essence of online customer acquisition is to get customers by content drainage. In the future, various network platforms will become more and more open. Automotive aftermarket enterprises can use Internet big data, artificial intelligence and other tools to create various forms of graphics, texts and short videos. Increase content that is relevant to customers. " Li Fang, Marketing Manager of Beijing Hyundai Yongda 4S Store, said that in the past, low-priced sales and special sales were used to enhance brand awareness, and the next step is real online and offline integration.

Create a super "refuge"

At present, with the change of the automobile market environment in China, the development of the traditional automobile circulation market is changing in the form of new channels, new consumption and new people. Among them, the post-90 s consumers are willing to accept new things, have a wide range of interests, have their own opinions and like to socialize. Compared with the post-80s generation, its consumption trend is more diversified, differentiated and quality-oriented; And pay more attention to health, keep youthful vitality and enjoy life. It is precisely these subtle changes that have promoted the continuous evolution of the business model in the field of automobile circulation in China to a certain extent, and the single channel of 4S stores that have been operating for many years is being broken.

For example, BMW took the lead in launching the "BMW Network Innovation Plan" and joined hands with dealer partners to comprehensively innovate and upgrade the dealer network in order to provide customers with a warm and comfortable brand and service experience with a sense of belonging; Chongqing Baoyu is also the forerunner of this "change". In fact, although the store upgrade of car dealers is not a big deal, it also reflects the trend of car service to a certain extent, that is, to implement a better service level offline. In addition, the rejuvenation and diversification of automobile product quality and the change of consumer groups have prompted enterprises to work hard at the post-service level. On the other hand, when a new car with high quality, high performance and fashionable appearance comes on the market, are you willing to show it in a shop with relatively "humble" space and service?

Make good use of "support" from all directions

In view of the impact of the epidemic on the industry, many vehicle companies are jointly fighting risks with automobile dealers, liberalizing the loan cycle at the financing level, or implementing interest-free policies; Relax the assessment objectives at the management level and advocate digital services. Earlier, china automobile dealers association also called on the relevant departments to strengthen the supervision of financial institutions providing policy guarantees to enterprises in distress, and provide automobile circulation enterprises with relevant policy support such as facilitating the approval of debt extension, increasing the credit line, speeding up the efficiency of lending, reducing financing costs, reducing overdue penalty interest under special circumstances, and protecting credit information.

Therefore, making good use of "support" from all directions is also a ladder for dealers to climb over the wall. For example, Min Yang, president of Chongqing Automobile Business Association, said that dealers' short-term self-help effect is not good, and in the long run, relevant policies are still needed to break the situation. Specific to the consumption level, if the automobile consumption market is properly liberalized after the solution, dealers can drive consumption and stimulate economic growth. At the tax level, making good use of relevant policies in special periods can help enterprises relieve pressure; In particular, more specific and peer-to-peer support, such as financing loans.

Automobile evaluation

In fact, in the face of the epidemic, dealers are taking measures to improve the overall anti-epidemic ability of the automobile industry chain. For example, gradually resume sales behavior, sort out potential customers, conduct online training for employees, and conduct experiential marketing around customers. But the real war is after the epidemic. Only by working together with old customers, strengthening after-sales service, improving online and offline integration, speeding up store upgrading and making good use of "support" from all directions can dealers gain a firm foothold in the future.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.