Wuxi's first batch of franchisees are opening a second store, what is the root of the TMC car maintenance growing?

"We have opened seven stores and plan to open 10 more to get the joint operation center up."

Wuxi first and second Tmall car franchisee Guo Zhengxiang, Pei Haifeng so told reporters. These two "veterans" not only in the local success of the run, but also relying on the Tmall digital, standardized, standardized system capabilities to accelerate the opening of new stores, has pulled up the size of seven stores "group army".

Tmall car Wuxi franchisee Pei Haifeng (left), Guo Zhengxiang (right)

One of the stores Tmall car large membership of nearly 1,300 people, ranked among the nation's top, and even a veteran chain store "surrendered" to their flag, becoming the local circle of the talk of the town. The local circle is a topic of discussion.

Winter in Wuxi, the temperature plummeted, the "Pearl of the Taihu Lake" residents feel the cold below the zero-degree line for the first time in a long time, but the development of the local Tmall car is very hot.

According to statistics, Wuxi currently has more than 20 Tmall car store, and the first batch of bosses to join, are open/prepared to open a second store, or even three, four stores. And Guo, Pei two bosses are ready to take a big step forward, 10 new stores in the tight planning.

Guo Zhengxiang 4 stores: Dezun Qingfeng Road store, Dezun Gao Yun Road store, South Huaxia Road store, Century Avenue store

Pei Haifeng 3 stores: Shicheng Road store, construction Road store, Yisheng Garden store

Luxury special repair is now declining, Wuxi welcome the first batch of Tmall car store

Guo Zhengxiang told his own and Pei's fate. The two men worked in a BMW 4S store for many years and became good friends, and then they went their separate ways and joined Tmall.

Guo Zhengxiang recalled that he did Ben Bao Ao repair store of the start is not bad, the monthly revenue is considerable, but with the emergence of the Internet chain brand, service prices continue to dip, luxury repair store customer loss is obvious, turnover began to shrink. At this time, he moved to join the big brand chain of thought, "under the big tree good cool well, big brand attractive".

The Tmall car maintenance workshop is spacious and bright

Guo Zhengxiang first contact to the flow of the core of an automotive after-sales service chain brand, but the high management fee and the percentage of the drawback let him shy away. After several rounds of inspection, in March 2020 when the epidemic was initially under control, Guo Zhengxiang decided to take the first Tmall car franchise in Wuxi.

What he didn't know was that his long-time friend followed closely behind, except that Pei Haifeng thought of one more layer: "Now everyone is engaged in the chain is a hammer in the east and a hammer in the west, there is no standardization of things, and the need for a big brand to unify."

In this way, the two long-time friends in the case of mutual ignorance, respectively, opened the first two stores of Tmall car in Wuxi, it did not take long, the two finally found this coincidence: "want to go together."

7 stores continue to grow, good service to have a good reputation

From the beginning of the franchise, Guo Zhengxiang and Pei Haifeng paid a number of stores of the intention of the gold, although the Tmall car care side of the attitude is very cautious: "We are doing is 'icing on the cake ' thing." After several rounds of joining visits, the two bosses do feel that the other side is quite real and sincere. As a matter of fact, Tmall Car Care's strict entry standards, digital intelligence system and mature industrial chain support did bring a lot of surprises and changes.

Asked about the profit situation, Guo Zhengxiang inventory: "I now normal operation of the Tmall car store 4, the largest 1,500 square feet, has long been profitable. There is also a store 700 square feet, into the store table stable in 1000 units / month, has formed a word of mouth effect, which is more important than anything else." In the process, Guo Zhengxiang also acquired an established chain of stores.

Repair technicians focus on the work in

Pei Haifeng is currently sitting on 3 stores, the customer base has steadily risen to more than 10,000, the second store in 2 months that is the break-even, and more than one store membership card sales of 1,300 to do the country's forefront.

Online traffic from Taobao, Tmall, Alipay, and AutoNavi provides a stable source of customers for new franchises, which can help stores achieve profitability as soon as possible and lay the foundation for continued expansion.

"Post-90s and post-00s are becoming the main consumer, they do not attach much importance to traditional word-of-mouth paths such as recommendation by fathers and acquaintances, and are more inclined to go online to read reviews." Pei Haifeng observed that the younger group is more trusting of big platforms: "Tmall Car Care APP will recommend maintenance according to the vehicle condition, which increases the stickiness and trust between stores and customers before."

Systematic assistance, driven by peers to take another 5 new store indicators

Guo Zhengxiang and Pei Haifeng both believe that doing business can not just hold the thigh of the flow of traffic, from Tmall car care store standardization, normative and product service qualitative and refined is equally important.

Tmall car four-wheel alignment area and repair and maintenance station

For example, Pei Haifeng independently opened the store, staff recruitment gives him a headache, training management is also a big problem, easy to cause different stores uneven quality of service. After joining Tmall Car Care, not only solved the talent problem, but also realized the standardization of services, so that customers feel formal, and then rest assured that consumption, repeat consumption, the formation of word of mouth effect.

"First of all, the customer's experience has definitely become better, because Tmall Car Care's operating procedures are standardized, not only the transparency of the project and price, but also through software monitoring, video surveillance and other relatively digital means to regulate the behavior of the store manager and the shopkeeper, and to provide operational support and training and coaching."

Guo Zhengxiang and Pei Haifeng both emphasized that stores should avoid the price war circle, the real focus of the operation to improve the quality of service, through the Tmall car "transparent workshop", not only the staff's business ability to go up, the whole process of live broadcasting, back to see also improve the user experience.

Pei Haifeng feels that the Tmall car membership card can be used in all its stores, as well as a card for multiple cars, cross-brand discounts and other advantages, to improve the user's motivation to buy. Customer trust is cultivated, business naturally more and more prosperous.

Tmall car mechanic is Mercedes-Benz car fine washing beauty service

Our own business at the same time, Guo Zhengxiang also acted as a "half Merchants", Drive around many 4S store partners to join the transition to a better cause. A decade old colleague of his own Song Wenhu has repeatedly asked, Guo Zhengxiang also emphasized many times, different from the other chain brand "pure inflow", Tmall car to the franchisee is a whole set of systems.

After many exchanges between the two on the Tmall car model, in 2020, Song Wenhu also joined the Tmall car and became the first batch of franchisees in Wuhan area, this year in September, more than a one-time to take the 5 new stores indicator.

***Build a joint operations center, driving into the fast lane

In the face of growing multi-store clusters, Guo Zhengxiang and Pei Haifeng gradually found a new problem: there is no efficient operation of the small headquarters, the integrated management of the multi-store will always be unable to do, to open a new store speed and quality are difficult to ensure. The Tmall car proposed "joint use of the center model", is able to solve these problems, urgent franchisee's urgency.

So, the formation of a joint operations center of the new plan on the agenda, the two bosses also have their own considerations:"To follow the big brands to open up their horizons, to improve their own, or else it is difficult to keep up with the constant changes in the market." And, the joint operation center model is more conducive to seize the local blank market in Wuxi.

Repair and maintenance after the vehicle is shiny as new

Guo Zhengxiang also believes that the car maintenance market has changed. In the past, Mercedes-Benz BMW was the perceived luxury car, but now it is very common, and stores can no longer simply and brutally use high pricing to get high profits. "Repairing one car to make 10,000 is far less stable than repairing 10 cars and making 1,000 each." Guo Zhengxiang said.

The customer rest area is warm and tidy

The more stores opened, Guo Zhengxiang and Pei Haifeng on the model of Tmall car, the clearer, but also have more confidence in the future development.

"Tmall car is a big brand chain, formalized management, service can accelerate the exit of those dirty, irregular and non-transparent small stores, which is good for the industry, for consumers. Business is better, the industry is improved, which is also a small 'upward mobility' of our practitioners." So said the two owners.