From channels to stores, the digital transformation and upgrading of the market is in full swing.

From a global perspective, the unpredictable new economic situation, coupled with the impact of emerging technologies, makes the trend of traditional enterprises migrating to digital become a reality. Digitalization is no longer an option, but the only way.

The report "Mode and Path of Digital Transformation of Traditional Industries" of the State Council Development Research Center points out that under the policy deployment of promoting the deep integration of informatization and industrialization in the new era, traditional industries need to use a new generation of information technology to break through the data barriers between different levels and industries, strengthen data-driven capabilities, improve the overall operating efficiency of the industry, accelerate digital transformation and upgrading, and build a brand-new digital economic system.

At present, the focus of competition in the automobile industry is also the competition of digital technology. The digital application of automobile industry not only promotes the technological innovation of automobile products, but also promotes the whole industrial chain to the trend of intelligence, networking and enjoyment under the support of digital industry, so that the industrial chain can be continuously derived and the upstream and downstream expansion of automobile enterprises can be promoted. The main problems encountered in the digital transformation of traditional industries in China are also encountered by the automobile industry. For example, the lack of a unified PaaS platform leads to insufficient agile development and personalized development of IT applications; The security problems of private cloud and public cloud have yet to be solved; More and more data and traffic loads and processing are under pressure; The data island has not been opened; The construction of ecological circle needs to be strengthened.

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Digital upgrade of supply chain: integration of management and transaction

At present, the rapid development of new technologies such as mobile Internet, cloud computing, big data, artificial intelligence, Internet of Things, blockchain and 5G has also profoundly affected and changed the business model of the automotive aftermarket. Digitization of automobile aftermarket must bring value to customers and benefits to users; Bring profits to enterprises and vitality to organizations.

In the process of digitalization, post-market enterprises not only purchase some systems or even "go to the cloud", but also digitize them. In fact, the core of enterprise digitalization is to change its own operating mode and thinking mode. Under the new model, which enterprise can better understand the internal needs of its own users, and let the enterprise establish a smooth link with its own users, which can stimulate the consumer desire in the hearts of users to the maximum extent, thus further occupying the market.

Zhang Liwei, vice president of Zhongchi Auto Service Internet Technology (Beijing) Co., Ltd. pointed out that the digital upgrade of the supply chain mainly focuses on the integration of management and transaction, from manufacturing to distribution, from maintenance to owner's end, and internal management is combined with upstream supply system and downstream customer system to fully realize online transaction, online purchase, online order placing and online tracking. Through data standardization, it can change from the traditional stand-alone version to the main body of the Internet in real time.

At present, some enterprises believe that as long as the stock of customer service is in place, it is successful. In the near future, multi-dimensional competition will be launched around the means of standardization, informationization and internet. It is not enough to rely solely on price and quality, and the dimension of competition has become higher.

Whether it is a single store, a chain, an alliance, a direct operation or a franchise, it is hoped that it can enter the digital system at a lower cost from the perspectives of manufacturers, parts trading and circulation, and maintenance system, and combine with the original R&D, quality, supply, channel management, personnel management, etc., so as to realize the digitalization, online trading, intelligent replenishment and stocking of the whole industrial chain, and quickly change from the traditional parts circulation enterprise to the Internet technology and application.

From the point of view of circulation, parts suppliers can not only manage the supply system of upstream factories and the distribution management of goods transferred by peers, but also serve the terminal system, whether it is 4S shop system or repair shop system. The four major pain points of the repair shop are customer collection, maintenance technology, internal management and online procurement. Through effective digital upgrade, customer collection, internal inventory management, maintenance technology construction and online digital procurement can be realized quickly, and the sales of dealer systems can be promoted.

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Digital Upgrading of Stores: Improving Management Efficiency and Customer Satisfaction

In the era of rapid development of the Internet, various new technologies and platforms have flooded into the automotive aftermarket, which not only creates new opportunities for traditional automobile maintenance shops, but also brings challenges in management efficiency, marketing operation and customer satisfaction. In this environment, all parties in the industry are also exploring solutions for future development.

Among the numerous digital projects in the automotive aftermarket, the positioning of shell conservation smart stores is relatively clear. Shell Smart Store Project Select Empowering Stores-Provide a system platform (SaaS platform) for stores. Each store has its own applet service number, data platform and even its own enterprise WeChat and management center. Stores have portable, flexible and fast iterative digital management tools, relying on big data and mastering accurate user portraits. Especially in the face of digital 80s and 90s, how to use big data to better provide services, and then cooperate with offline operation and service innovation to achieve full scene, multi-touch, online and offline coverage, and finally provide more accurate and temperature-sensitive services for car owners.

From the system level, the shell repair shop pays more attention to the background rather than the front end, and the leading role of the front end is still in the hands of front-line customer service personnel, so that they can enjoy the information and application services of lightweight tools provided internally, thus providing users with better services.

From the scene level, realize the digital mode of the store, use the store's own platform and data, and integrate the data through the shell maintenance platform to realize the digital operation of the store, such as realizing the paperless office of the store, thus reducing operating costs and improving efficiency.

Establish a sales system centered on car owners to achieve convenient service. With the help of enterprise WeChat and small programs, we can establish barrier-free communication between stores and users online and offline, and provide users with thousands of personalized services. For example, dozens of different maintenance cards-service packages have been launched nationwide for shell maintenance. This service package provides different oil products, accessories or other products according to different vehicles. With the help of shell maintenance platform, not only the professionalism and product quality are guaranteed, but also the needs of different users are met, and the service quality and owner experience are improved.

The core function of the Shell Conservation Smart Store still revolves around the word "conservation", and the overall service focuses more on "conservation", highlighting the professionalism of shells in the automotive aftermarket.

The construction of the underlying architecture and algorithm recommendation of smart stores have brought more owners and users to the stores. For example, a maintenance card can be used for five times, and different activities are launched according to the characteristics and needs of different seasons, regions, stores and car owners. Finally, through digital means, according to the different needs of consumer groups, provide differentiated and personalized services.