What epidemic prevention work should car companies do when Tesla offline stores resume business?

About the author: Zhu Yulong, a senior electric vehicle three-electric system and automotive electronics engineer, is currently engaged in the electronization of new energy vehicles, with over 10 years of professional experience in new energy vehicles, and has a profound understanding and practice of battery system, charging system and electronic and electrical architecture. I have written about automotive electronic hardware design, and opened the official account of WeChat through automotive electronic design.

Affected by the COVID-19 epidemic, Tesla temporarily closed all offline stores in Chinese mainland on February 2nd. As time goes on, Tesla is also considering gradually restoring its offline stores in Chinese mainland. At present, we have learned from many sources that Tesla's offline store in Chinese mainland has resumed business since February 17.

Tesla has the realistic pressure of "expecting the rapid growth of China market". The stagnation of sales in February will have a certain impact on Tesla's delivery in the first quarter.

Although Tesla closed the offline store before, it is also committed to online efforts to transfer the sales model to online. During the Spring Festival, Tesla took the lead in launching live online car sales, and continued to promote Tesla, especially the models made in China, by releasing short videos and live broadcasts. 3。

Figure 1? Tesla's Cloud Car Watch

Tesla's efforts are to encourage more users to book cars online. For delivery users, Tesla has also opened on-site service. Regarding these measures, in fact, Tesla wants to cut down the self-operated store that he once vigorously built. Starting from the North American market, we will turn to online sales in an all-round way to reduce operating costs. Of course, all this is based on Tesla's certain brand influence and the perfection of the service system, especially in responding to customer needs.

However, the closure of offline stores will inevitably have an adverse impact on pre-sales work such as test drive and experience. For example, many models? 3% of the intended customers are prospective owners who buy electric cars for the first time, but they are actually for the models? 3. Understanding the driving experience and usage characteristics requires users to determine the real feelings before placing an order, so the realistic store experience is still very important for them.

Offline stores have a very important supporting role for Tesla. Experience stores and service centers can directly reach customers offline, increase the purchase rate, effectively promote the direct intention of potential customers, and further realize purchase and delivery.

Figure 2? Tesla has sales outlets in various cities in China.

Remarks: At present, Tesla is building sales and service outlets around first-tier cities and provincial capitals to radiate the whole country. The sales experience stores are in close contact with consumers, and the service center is responsible for the maintenance of electric vehicles.

From the above picture, what Tesla needs to do now is to gradually restore the store selling function in key areas (on 17). Different regions have different forms, and the time to restore functions is the first. So during the epidemic, what protective measures should Tesla and other car companies have for offline experience? We have the following suggestions for the attention and supervision of employees and car owners (customers):

1)? Employee health control

For all companies that are currently returning to work, first of all, epidemic prevention measures should be taken from the company's internal personnel, mainly involving the information control and isolation of employees and making good arrangements for employees. When employees go out to other provinces and cities, they must have a quarantine period of more than 14 days. This is a very important foundation, and because of the potential problem of people flow, few people can be on duty in groups at first.

2)? Disinfection of exhibition halls and sales places and preparation of related materials

Clean and disinfect the exhibition hall regularly, and disinfect all accessible parts (door handles, trunk handles, seats, steering wheels and bars) of the exhibition car and test drive car at high frequency to ensure the health and safety of customers.

Secondly, it is the office area associated with the sales area, and it is necessary to establish the system of office control such as regular inspection and disinfection inspection of the office area. And prepare certain materials to support the epidemic prevention needs of internal employees and customers during the epidemic prevention period. Consumer places, at present, are unified to provide antibacterial hand sanitizer and alcohol disinfection wipes for people who come to the store.

3)? Meet customer requirements and protective services during the epidemic.

For most automobile sales service points, the control of customers entering the store is the weak link before, so this is also the focus of the current work. Security personnel should be arranged at the entrance of the service point to confirm whether the customers who arrive at the store have done personal protection, register their body temperature and related information, and trace the information well.

For example, Sanhe Guangben 4S store is the most stringent, and it must be tested once in and out of the store. In the process of service, it may be necessary to adjust the previous communication mode to keep the sales consultant at an appropriate distance from the customer. In order to avoid the potential risks brought by the closed exhibition environment, some exhibition cars in the exhibition hall can be driven to the outdoor open space for display.

4)? Changes in service and personnel flow patterns

At the beginning, there were not many customers who came to see cars and buy cars. Safety protection measures of different scales are prepared in advance, mainly to meet the subsequent demand for car purchase consultation.

The main difference between Tesla and other products is that the car purchase process is standardized, and the time for customers to hesitate and choose may be shorter. At present, the opportunity to open a store and resume work lies in the fact that customers who come to the store will be more willing to make a deal and the whole process will be smoother. Of course, the short-term job is mainly to send vehicles. The main job is to restore the operation of stores and sales areas, provide customers with all-round door-to-door services such as car pick-up appointment, car inspection and car pick-up ceremony, and ensure all-round disinfection of vehicles before delivery.

Tesla first mentioned the "epidemic" (health? According to the document, coronavirus pneumonia-19? The epidemic may have a major adverse impact on their business? . The core issue is that Tesla has high hopes for the China market in 2020-a large part of Tesla's market growth in 2020 comes from the demand of the China market.

During the anti-epidemic period, Tesla's supply chain, production, logistics and sales will be affected to some extent.

The first step is to find out the situation of suppliers in areas with severe epidemics, and then adjust the backup plan according to the actual situation, which is actually the same for Tesla's global production. China is an important supply chain for Tesla. If the supplier is in a stagnant state of low production capacity, the corresponding logistics response speed and the timeliness of spare parts supply can not be guaranteed, which will have an impact.

The impact of this epidemic on Tesla's demand can be divided into two stages:

First, during the current epidemic period, it will have a great impact on sales volume and delivery, the expected increase in production and the corresponding centralized delivery will be greatly affected, and consumers' demand for car purchase will be delayed (many consumers who buy Tesla regard it as their second car), which will have some impact;

Second, after the epidemic, the potential purchase restriction of electric vehicles may be relaxed. For example, Beijing may increase the number of cars, and first-tier cities may have concentrated car purchases. The demand is stronger than before-the epidemic is under control, but the scruples about public transportation will lead to an increase in families buying second cars.

In general, Tesla took the lead in preparing for the reopening of offline stores this time, and also benefited from the advantages of the direct sales model, which can effectively control the recovery of sales channels. From this point of view, Tesla can do more measures than the traditional 4S shop model of car companies when dealing with sudden outbreaks.

Text | Zhu Yulong

Figure | Zhu Yulong? Network and related screenshots

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