Brand Management Service China's Auto Service Industry Broaden Development Road

China has become the world’s largest auto market with surprising growth rates, and increasing sales volume has placed more demands on the services of auto companies and distributors.

Industry insiders believe that this year the auto industry will face more severe environment and fierce competition. The pressure from automobile distribution companies will be particularly great, and the shift from sales to service will become a breakthrough for dealers' transformation. It is expected that the auto industry's Three Guarantees Service Policy In the first half of the year, the space for improving the after-sales service market will be large.

The data shows that more than 30% of consumers have had unpleasant experience in the after-sales service of automobiles, among which the price of maintenance, quality of maintenance, and timeliness of repairs rank among the top three in consumer complaints. With the continuous emergence of new models and the narrowing of quality and price gaps, the “after-sales service” is directly related to the sales of products. For car companies, it is very important to establish a brand-name after-sales service in order to control the future car market.

Taking GAC Passenger Vehicle as an example, at the same time as Chuanyu was listed, it issued a service brand of “plus service”. As early as last year, a number of domestic car companies have established their own service brands, such as FAW-Volkswagen's "Caring for the Public" and SAIC Roewe's "honorable experience". The interpretation of the concept of after-sales service of the company by its brand connotation and the various service initiatives led by the brand concept have become a new trend in the automotive industry. The emergence of service brands indicates that the competition in the Chinese auto market has entered a critical stage of service-winning.

The introduction of the Beijing purchase restriction at the end of last year triggered an earthquake in the auto market. Luo Lei, deputy secretary-general of the China Automobile Dealers Association, believes that automobile purchase restrictions are a challenge for the automotive distribution industry, but they are also opportunities. This requires distributors to achieve three changes: The main body of service has changed from manufacturer to consumer, business strategy has changed from selling models to service, and marketing methods have changed from waiting for customers to actively seeking customers, so as to improve customer satisfaction and increase market competitiveness. He believes that through improvement and development, the future of China's auto service industry will become wider and wider.

BMW: Lighting the luxury car service war With the maturity of the Chinese auto market, after-sales service has become an increasingly important standard in the minds of consumers. Compared with the continuous improvement of vehicle performance, it is no doubt that it is equally important to enhance the efficiency of the entire after-sales system and customer satisfaction. For luxury cars, the added value generated by the service even affects the core value of the car.

On February 28, BMW released a brand new after-sales service China strategy, which put forward the first-time after-sales service brand “Yue Chang, Worry-free”, focusing on “Efficient, transparent, caring” three goals, and set up many more for customer needs. Humane service. Focused on the introduction of "one-hour oil maintenance, overtime service free", "Xiao Xiao spray appointment repair", "accident rescue" and other attractive service projects.

According to Mok, vice president of after-sales service of BMW Brilliance Automotive Co., Ltd., BMW's comprehensive and distinct proposal of "high-efficiency, transparency and care" strategy and characteristics of after-sales service is not only a landmark summary and outlook, but also fully reflects BMW's continued The commitment to improve customer satisfaction and the formulation of strategies have also led to clearer goals.

It is reported that as of the end of 2010, BMW had more than 400,000 vehicles in China. At present, BMW has more than 200 dealers nationwide, including 19 independent after-sales service shops, 2 after-sales service centers and 2 urban quick repair shops. In terms of current national ownership, BMW has an average number of service outlets per 1,000 cars that is better than its main competitors.



Shanghai Volkswagen: Enhancing the Gold Content of Service Brands With the rapid growth of private users in the domestic car market, the satisfaction of automotive brand users is not only reflected in product quality, but also the perfect car service system is equally important. In addition to excellent product quality, high-speed growth must be supported by a strong network to ensure better service to consumers.

On March 1, Shanghai Volkswagen Skoda Beijing Airport Customer Service Center officially opened. As the first domestic automobile brand of the same level to build a customer service center at the airport to provide car owners with multi-level vehicle maintenance and airport concierge services, Skoda is implementing the full-service tradition of car-loving care. Even more, the car owners will come to Shanghai Volkswagen to serve their customers with sincerity and rising service quality.

It is reported that on the basis of further improving and optimizing the service network, this year, the Volkswagen brand will further increase the gold content of the “Techcare public caring” service brand, and all services of the Volkswagen brand will have new elements injected, and the upcoming spring care activities will also There will be surprises.

GAC Toyota: "Yueyue Service" is fully upgraded With the after-sales service, it is playing an increasingly important role in the marketing and profitability of automobile manufacturers. Actively listening to the voice of customers and letting customers feel the quality of service that advances day by day, it seems that Has become the consensus of GAC Toyota and its dealers.

In order to enhance the customer's “heart-wrenching experience”, this year GAC Toyota made targeted upgrades to the “Yueyue Service” according to consumer demand. At the same time, 221 sales stores across the country launched four benevolent actions to promote the full upgrade of channel brands.

“This service upgrade is GAC Toyota’s phased summary of its service, and it is also a practical action for GAC Toyota to continuously improve customer satisfaction.” Guangwei Toyota Customer Service Director Lei Weifeng said, “GAC Toyota will continue to uphold the advent of GAC Toyota in 2011.” 'Customer first' purpose, strive to provide users with a higher quality service experience."

In 2010, GAC Toyota launched the “Yueyue Service” brand and released five major commitments of “professionalism, convenience, peace of mind, respect and trust” and implemented a series of measures, achieving remarkable results. In that year, GAC Toyota had withstood the test of the market and achieved good results without a new car. The company achieved sales of 269,000 units in the year, which not only exceeded its sales target, but also topped the Japanese mainstream car makers with a 28.5% year-on-year growth rate.

It is understood that for this upgrade, GAC Toyota conducted a series of customer needs research in advance and learned that customers pay great attention to the timeliness of after-sales information feedback, service punctuality, and the transparency of consumption.