Sales model changed after-sales service will be the same old

With the change of car sales model, people are looking forward to the after-sales service market.

“In the current automotive consumer market, which is gradually becoming the main line of service, the automobile circulation and after-sales links will further test the ability of new enterprises to enter the market.” Xiao Zhengsan, Secretary General of the China Automobile Dealers Association, accepts the “China Consumer News” When interviewed, the reporter said that if there is no professional technology as a support, the auto market is difficult to really become bigger and stronger.

In recent years, major distributors have shifted their focus to the automotive aftermarket, focusing on changes in consumer spending habits.

Right now, with the strong involvement of retail giant Shang Chao, which is relying on the rapid expansion of huge funds, it is expected to usher in changes in the areas of automobile purchase and after-sales, which will give consumers ample expectation.

Concern one: What new game does cross-border e-commerce mention?

In recent years, the domestic automobile market as a whole has shown a clear trend.

China Association of Automobile Manufacturers official estimates that in 2017 the domestic auto market sales is expected to once again set a new record high, breaking the 29 million mark.

The recently implemented "Automotive Sales Management Measures" (hereinafter referred to as the "Measures") has established a single system of "brand empowerment" that has been released for many years, and China's auto industry is facing a breakthrough change.

With forward-looking market insights and a mature channel network, many companies have previously opted for an O2O operating model that integrates the Internet with offline stores, allowing consumers to complete the entire process through online orders, offline experience and car sales. Car purchase process.

The popularity of the e-commerce market and various types of auto supermarkets has continued to heat up, attracting the attention of many industry investors. Taking the automotive e-commerce platform as an example, the annual "Double 11" has become the carnival day for major automotive e-commerce platforms. On the day of the "Double 11" last year alone, a total of over 100,000 vehicles were sold online on the Alibaba platform.

Although the above arrangement is a new way of supplementing the automobile retail industry, there is still a clear gap between shopping methods and e-commerce shopping. Because of this, this model has great limitations in market operations.

Nowadays, consumers mostly choose to go to a traditional 4S shop. The cross-border e-commerce-led Gome Automotive, Suning, Tesco and other O2O trading methods, can change the way people have been up for decades?

Different from Gome's focus on online platforms, Suning Automobile has both Suning's Tecom platform as a support, and it has gradually established a line of Suning Automobile Supermarkets to play a combination punch in the automotive field.

An executive senior researcher of China AutoMarket, a well-known auto market consulting company, who declined to be named, stated that the Suning Group is picking up cars through online shopping malls or offline supermarkets. The way to pick up cars is still to go offline or to the supermarkets or traditions. Dealer service network.

It is not difficult to see that although it seems to be a step closer to the more advanced Internet segment, there is still a considerable gap with the online shopping experience that people are accustomed to.

In this regard, can Gome get satisfactory answers? "In order to meet the needs of more consumers, Gome Motors does not have many new highlights in the way it mentions cars, but it relies on a large number of cooperative dealers and all over the country. The comprehensive automobile and motorcycle mall can provide consumers with a convenient way to get a car nearby.” Zhang Haifeng, general manager of Gome Automotive, said in an exclusive interview with a reporter from the China Consumer News that through this method, it could be possible to Consumers in the third and fourth tier cities in the vacuum market enjoy the convenience of buying cars.

Obviously, in the short term when the "Measures" are implemented, the retail giants have solved this "permanent" problem through their channel advantages, and have really freed consumers from the real automobile consumption problems.

Concern two: Are there standards to ensure the quality of service?

"Convenient, fast, safe, and reliable. It is a key factor in the real development of the current automobile market, and is also a cornerstone for operators entering the domestic automobile industry." Zhang Haifeng bluntly stated that Gome Automotive has made a lot of efforts in the above links.

The major retailer groups that have made major changes in convenience and speed have not dared to take it lightly in the last two sessions.

Xiao Zhengsan bluntly stated that if an enterprise wants to gain market recognition, it is a prerequisite to ensure the quality of warranty and warranty, and only after practicing itself, can it be possible to retain customers after a good after-sales service.

Many consumers told reporters in an interview that how to ensure the quality of service is the key to the emergence of new things in the market.

In fact, regardless of the development of the automotive industry, product safety is always the first priority.

The giant retailers such as Gome and Suning who have fought for nearly 30 years in the home appliance retail industry should say that their success is inevitable. No matter which product, because it has a brand reputation as a background support, safe and reliable so that consumers feel at ease. This advantage also allows them to do a better job in the automotive aftermarket.

According to the plan, Suning will co-operate to centralize sales of multi-brand models, while providing spare parts, after-sales services and other related services.

For this development model, ChinaAutoMarket official believes that Suning Automobile Supermarket has not yet formed a professional after-sales service system, relying solely on financial and value-added services, or unable to make it enough profits.

It must be said that the lack of this key issue will inevitably encounter great challenges for the Suning Group, which intends to divide up the automobile market.

In this regard, Zhang Haifeng has a different view, he said: "When a user purchases a car on the Gome Automotive platform, he will enjoy the Gome Group's custom-tailored service standards for customers, allowing consumers to enjoy services that are no different from traditional 4S shops. GOME has empowered the traditional service experience, strengthened its standards, and provided users with a safe and reliable experience."

Concern three: How to solve the problem of after-sales service pain points?

“How long can it be repaired? How much? When will it be completed?” In fact, in the actual automotive after-sales service process, this is the three most frequently asked questions for consumers when they are maintaining their vehicles.

Previously, because the traditional model was too closed, there was no way to make a spare part store, and it was only possible to temporarily pick up parts from the headquarters or accessories market. As a result, the waiting time for consumers is not guaranteed.

In the complaints received by this newspaper, incidents such as delays in the arrival of similar accessories still appear frequently.

In addition, due to the different maintenance locations, the prices for maintenance and repair are different, which is also an important reason for poor customer experience.

All along, the vast number of consumers have high prices for 4S stores and a lot of monopoly accessories after-sales service system. "2017 China's auto after-sales service quality monitoring second-quarter data" shows that the overall after-sales service satisfaction score is only 66.96 points.

Taking an ordinary car with a car for about eight years as an example, the maintenance costs of thousands and eight hundred intangibles have caused consumers to spend higher costs. Taken together, the combined cost of maintenance costs alone will exceed 30,000 yuan.

The New Deal clearly stated that dealers can take the form of sales and after sales. This means that the future automobile after-sales service channels will be diversified.

With the wider choice of after-sales services, consumers no longer have to pay for the high cost of “brand licensing”.

At the same time, consumers can also choose other after-sales service providers to carry out car repair and maintenance services. This will inevitably break the monopoly of the traditional 4S shop model in the aftermarket.

"Gome provides an after-market auto parts database, and you can see the merchant purchase price through the mobile phone APP, and deliver to the store through the city logistics system within 2 hours. Even users can check the accessories market price in real time." Zhang Haifeng said that comparison is human nature. The basic demands of the two parties are compared with each other in an open market environment and are in line with consumer expectations.

In order to improve the entire shopping experience, Gome will optimize the value of its products and provide services in accordance with the channel standards. Zhang Haifeng stated that Gome will integrate the existing automobile after-sales service stores scattered throughout the country into Gome's after-sales system, and through the existing after-sales capabilities, it will be able to assess what kinds of services the merchants can perform and how the level of service can be seen at a glance.

Taken together, the entry of retail giants into the automotive sector requires market testing, and policy is just one of the positive factors. At present, Gome and Suning are cutting into the automotive aftermarket through the development of spare parts retail business. This is also the current industry "pain point" in the automotive aftermarket.

It is undeniable that it is difficult to adapt different brands in a short period of time. However, the two companies have huge online and offline channel resources, and they can easily set up an accessory library to complete the effective resource allocation within the channel.