The end of the year has been how to "win" car aftermarket

In 2011, competition in the automotive aftermarket was hot. Major autos, dealers, and service providers also seized valuable time at the end of the year and launched various service projects in an effort to accumulate more “popularity” for 2012.

According to the data from the Ministry of Public Security of China’s Ministry of Public Security, the automobile enterprises ran after the competition. As of November, the number of motor vehicles in the country reached 223 million, the number of motorized drivers reached 234 million, and the number of cars reached 104 million. Many cities have Enter the car society. At the same time, the competition in the automotive market has entered a period of intense competition, the profit space for new car sales has been continuously compressed, and the competition in the automotive market has shifted to the post-market competition phase, which is mainly based on maintenance and maintenance.

From December 15, 2011 to January 5, 2012, BMW owners can make appointments at BMW Authorized Dealers participating in the “Year Enjoy Winter” event and enjoy up to 22 winter testing services for free. , power, chassis, tires and other four parts.

In addition to BMA, many auto companies, distributors, and service providers are planning competition programs in the automotive aftermarket. FAW Mazda has always been the "dedicated housekeeping service" designed to do our best to "customer only car, other related services we solve"; GAC Toyota is based on consumer demand, the "Yue Yue service" brand The targeted upgrade not only expanded the service coverage, but also refined and improved the key details of the customer's most concerned projects in order to refine the general service.

In the automotive industry, BMW's Open Service Day, Lexus Conservation Salon, and FAW Toyota's service carnival are also widely welcomed in the industry. Recently, Japan's Broadleaf Co., Ltd., the number one IT company in Japan's auto aftermarket, plans to establish an automotive aftermarket industrial base in Hefei. At the same time, it will cooperate with Hefei-related companies to establish a flagship store for auto repair brands.

It can be seen that both domestic and foreign companies are striving to find a place in the Chinese auto aftermarket competition.

How to make consumers trust dealers?

“If car dealers do not transition to service, they still place their hopes on new car sales. There will be no doubt.” At the annual meeting of the 2011 automobile circulation industry held on December 1st, Shen Jinjun, executive vice chairman of the China Automobile Dealers Association Say.

This year, car sales have returned to steady growth from high-speed growth. After a slowdown in growth, dealers' after-sales service competition has become more intense. A commercial survey in the United States shows that a satisfactory service can trigger 8 potential businesses. A dissatisfied service can potentially affect 25 people's willingness to buy. The cost of winning a new customer is to retain an old one. 6 times for customers. It can be seen that the service quality plays an important role in the competitiveness of the enterprise.

On November 25, Jingdian Automobile won the title of “Top Ten Service Provider in China” and became the only dealer in Southwest China who has won this honor for seven consecutive years. The success of Classic Vehicles lies in its differentiated innovative service model. After “precise”, we can understand how excellent service levels are trained.

As an automotive service provider, Classic Vehicles has built a full-scale industrial chain that provides automotive beauty decorations to customers through Lido Auto Life Plaza, brand 4S stations, chain networks, insurance agencies, used car centers, and repair centers. Quick repair testing, driving license agency, agent annual inspection, province rescue, auto insurance sales, damage assessment, professional maintenance, free assessment, multi-brand replacement and other services, service functions also extended to self-driving tourism, study consulting, financial lectures, parent-child Activities, cross-industry special offers.

Sun Shiqing, an analyst in the automotive industry, believes that “a post-market competition era” with perfect, considerate and high-quality after-sales services is an effective way to cultivate customer loyalty, and it is also a good way to stabilize customer relationships and expand customer scope.

Humanistic care can bring the distance closer to the owner. After 2011, China's auto aftermarket has entered a phase of gentle development. The target customers are mainly private cars. There are 2-3 regional leading stores in each area, brand fast repair shop and 4S station. In parallel, foreign automobile service giants entered China. In an increasingly fiercely competitive environment, apart from products and services, the company’s humanistic care is crucial.

A few days ago, China’s own authoritative third-party research agency, Lixin, announced the “2011 China Auto Brand After-sales Service Satisfaction Index”. Shanghai Volkswagen Skoda once again won the joint-brand after-sales service satisfaction championship with a score of 875. Shanghai Volkswagen Skoda's after-sales service not only pays attention to the vehicle itself, but also pays attention to car owners.

For the third year in a row, Infiniti has won the "China Automobile Service Golden Wrench Award" and is also a leader in consumer care. Its relevant leader of the after-sales service department stated that "Infiniti's TotalOwnership ExperienceTM-TOE" A concept of customer care has brought added value to Chinese consumers. Our TOE is not a framework but a practical action that is embodied in our 24-hour roadside assistance for vehicle owners for 4 years. 10,000 km warranty, free maintenance during the warranty period, worry-free service, luxury insurance, new tire business, and CCC (Customer Care Center) system and many other user-friendly services."

Whether it is to provide humane services or to engage in public welfare undertakings, it is an effective way for the company to demonstrate humanistic care, to narrow the distance from the car owners, and to enhance the influence of corporate culture.

The industry believes that the distributor group is more focused on the back-end after-sales service, build their own service brand, so as to have a place in the future.

The "Director's Opinions on the Promotion of the 12th Five-Year Development of the Auto Circulation Industry" drafted by the China Automobile Circulation Association (Draft for Comment) was issued. The Ministry of Commerce will focus on cultivating 30 main business incomes exceeding 100 during the "12th Five-Year Plan" period. 100 million yuan for regional automobile circulation enterprises, and 3-5 large-scale circulation enterprises with a turnover of 100 billion yuan. Based on this, the competition in China's auto market will become more intense. How to provide high-quality services, increase awareness, and gain the full trust of consumers are issues that many companies should consider.