01 opening words
“details the success”!
in the study of Fortune 500 companies, we found that: those successful and great company, and both won in the details. Whether it is the product itself or the consumer experience, they will strive to be perfect, then get ongoing reputation and recognition.
However, China’s auto sales, the most need to make up the course, it is the service level of detail. We hear most often is the owner for terminal vendors complaints and grievances, and products derived therefrom to the brand level, coupled with unbounded network and word of mouth spread, resulting in a lot of the brand into a “praised” the embarrassing situation .
In view of this, 15 cars from different cities from the media in an objective, fair and true attitude launched the “automobile gasoline as | Chinese car dealer service barometer” report, not forgetting common with early heart attitudes in different cities to visit, figures and tables to try to form truthfully and objectively reflect the level of service a variety of brand terminal in order to send a car dealer’s service level. And sincerely hope that the major brands from the “steam automobile market as | Chinese car dealer service barometer” draw “nutrition”, while constantly upgrading our force, so that the level of service, “Nichinichi, Gou Nisshin also Nisshin” and ultimately compete successfully tide.
02 city sample
15 media and take the 16 city, 21 exploration Store
To better understand this outstanding domestic electric car brand at this stage the real market performance, and around BYD dealer specific performance, Aki look at cars, W power, Nice car, bell t driveway, car duo miles, Reuters car, car information, the car heroes, ghost trolley car reflected hearing, three drivers, You, as the car, the car One circle, Gansu traffic radio, ginseng and other 15 high car automotive media counterparts, into the country, Fuzhou, Chengdu, Beijing, Guangzhou, Kunming, Shanghai, Zhengzhou, Hangzhou, Changchun, Jinan, Shenyang, Nanjing, Changsha, Chongqing, Lanzhou, Xi’an and other 16 cities, a total of 21 BYD 4S shop.
Specifically visited objects, including BYD 4S Century Spirit FuzhouShop, Chengdu Code on BYD 4S shop, Shakespeare Defoe bell Feng Shui Motors Ltd., Guangzhou Ou Yate BYD 4S shop, and 4S shop BYD Kunming Yi, 比亚迪昆明迪 Kun 4S shop, 4S shop BYD Shanghai Hua Yu, Henan Di Department of BYD 4S shop, Henan Mandarin BYD 4S shop in Hangzhou Royal Motor sales Co., Ltd., BYD Jilin Northeast Tigers Asian 4S shop, 4S shop Jinan Qianyuan new King, Shenyang Xing Qi North Road, 4S shop, Nanjing Road, Cheung Yee Rundong 4S shop, 4S shop, the cyclones Changsha, Chongqing, Shanghai and Chongqing shop BYD, Chongqing Biyadilong source 4S shop, 4S shop Yongning BYD Lanzhou, Xi’an Qianyuan new King 4S shop, 4S shop Xi’an Yong Tong, Shaanxi Xin Tian 4S shops.
based on the relevant content JDPower and other professional survey research firm reference to convenient parking into the store service, test drive, fees environmental aspects and comfort, etc., for up to hundreds of hours of visits, in order to get first-hand information.
score 03 Overview
Jilin best, worst Hangzhou
scoring 21 stores table summarizes
( this form projects based on the relevant content JDPower survey and other professional investigation agencies consolidate, just for reference, not as a legal basis.)
comprehensive data scoring 21 out of 50 points, the highest score for the Jilin Northeast Tigers Asian 4S shops (46 points), the lowest score of the Royal 4S shops in Hangzhou (26 points).
04 hardware stores
mostly in remote, poor
The management visited a total of 21 BYD 4S stores nationwide, through visits found a total of 14 4S shop location is not ideal, relatively remote.
is a car showroom car prices facade, BYD as a new force of domestic enterprises head, Hall still oil, tram mixed sales, traditional sales model.
Hall renovation and hardware is not up to the standard of service, some stores have been renovated for many years, Very old, very poor user experience into the store feeling. Although BYD 4S shop outlets, but the contrast Hall Hardware other brand models, the gap is larger.
Fuzhou’s Spirit Kaiyuan 4S shop: front of the store a lot of dust and cigarette butts, a lot of wet footprints in the halls; the desktop not only cigarette butts and more, there are not timely processing of garbage; activity area rugs not only dirty, there are a lot of candy wrappers; toilet dirty and messy; test drive car was dirty, body spots and more, as well as the front window bird feces untreated.
Beijing Fu Ling Feng Shui 4S shop: the exhibition hall have a car wax is not clean; interior floor there is no stone processing; candy seating area placed not in time, there are some dish eaten candy wrappers.
Department of Henan Di BYD 4S shop: no A tea kettle without water when taking their own tea, drinks machine does not work; the show car also placed a little messy.
Royal 4S shops in Hangzhou: many corners of debris, no designated smoking areas, customers are free to smoke; discussion area clean is not timely, visited the course of about one hour , no cleaning staff; show car health needs to be improved, in severe fouling control, clearly visible stains at the door.
BYD Jilin Northeast Tigers Asian 4S shop is a business for many years old, staff neat, clean and store no increase behavior, coupled with other aspects of outstanding performance, then get the investigation into the highest score of the store.
Jilin Heng alkylene 4S store
Code Chengdu, 4S store
Xi’an Wing-4S shop
05 sales quality
do not have a professional, uneven
new energy vehicles as a new thing, need more professional staff the three-power technology for in-depth explanation. Through this visit we found that various BYD 4S shop staff mostly for the traditional fuel car sales ideas, to three-car technology and machine intelligence highlights not know enough about the Internet to explainNot thorough, will still focus on the work vehicle, the design, or the usual routine oil car sales, did not show BYD’s core brand idea, product strength and competitive advantage out only selling cars and selling cars. Car brand to serve no sense of faith, opened the gap with competitors.
4S shop Fuzhou’s Spirit Kaiyuan: individual non-staff dress uniforms; some very professional sales consultants, some professional degree is poor, even the most basic problems could not answer, pre-job training should be improved.
Fuzhou’s Spirit Kaiyuan 4S shop
Beijing Fu Ling Feng Shui 4S shop: test drive, test drive the Commissioner some vague concept of bidding models, even He said to mark Tesla’s Model S (prices are fundamentally not a level of).
Beijing Fu Ling Feng Shui 4S shop
Nanjing Road, 4S shop Xiang Qi Rundong: sales may think we are not the target customers, introducing a little impatient . No initiative to introduce pricing policy, repeatedly asked it to make a reply.
4S shop Rundong Nanjing Cheung Yee Road
Changsha, the Cyclones 4S shop: sales consultant warm enough, stressed that the new car “did not discount a penny.” . Symposium offered to customers, offering to provide tea. Sales consultant for competing products models do not know enough, talked about the financial part of the policy is very vague. Test drive store sales manager actually been using open out, came back at night, can not test drive.
Changsha, the Cyclones 4S shop
Royal in Hangzhou 4S store: when looking at the car process, repeatedly appeared in the hall salesman get together phenomenon, discussion topics are: mobile phones and lunch. As more customers on weekends, non-sales staff serves as a reception, its image and poor performance.
fee in Hangzhou Royal 4S shop
06 Service
there is dark charge, is not rational
Since BYD Chinese production capacity did not come up, so there is no current car, need to book, you can select predefined color schemes, etc., the fastest have to wait aMonths to mention cars. This case is actually a “seller’s market”, consumers do not have bargaining conditions, 4S shop Fortunately, there is no increase behavior. Sales staff did not provide paper quotations, but made it clear that if you want to interest-free loans to buy cars, there will be a few thousand dollars of financial services.
Although the “Financial service fee” has been a sensitive topic in the automotive industry, but consumers generally do not fight back, after all, difficult to do themselves interest-free loans, and the loan process will delay the time, so generally can accept the right amount of “financial service fees.” In addition, as new energy vehicle purchase tax-free, to buy Chinese BYD can “save” twenty thousand yuan, which is a big factor for some between fuel vehicles and new energy vehicles tangle of consumers.
07 popular new car
off a lot of potential, a lot of doubts
BYD Chinese high heat on the network, in the 4S shop It is the absolute star. In Zhengzhou visit BYD 4S shop two hours, at least six dial customers into the store experience BYD Chinese. Among They have a lot of people I went to see the Xiaopeng P7 and Tesla Model 3, these two cars BYD Han also the most direct rival. The test drive is not retired and sit over, look at the car customers come.
into the store to see the car in the consumer view, the Chinese BYD overall performance has exceeded their expectations, the greater its body size, higher performance, configuration more luxurious, if you look into is cost-effective has the absolute advantage, so we do not think this car is priced to sell expensive or unreasonable.
The main consumers are most concerned about two things, first is its battery blade used in the end fly do not fly, and the second is the brand value problem. Blade battery considered a new technology, the Internet also has had some controversy, however, claiming that the BYD battery “has other battery can not match the safety, and both a long life and a long life.” Many consumers skeptical, afraid to a “mouse.”
The second is the value of the brand or the brand image problem. For example, Tesla has been the new energy automotive industry leader, Musk has been the image of “tech geek” show peopleWhile Xiaopeng car is the Tesla loyal followers, a bit like the relationship between Apple and millet. The two brands which apparently younger customer base, consumers may have a “cult of personality” affair.
In contrast, BYD was first started by the low-end entry models in the market has been hit is cost-effective, in recent years gradually get involved in high-end products, so that consumers spend 300,000 to buy a “BYD “it requires not only courage, but also to break the stereotypes in mind.
08 Conclusion
hind legs dragging goods, services to be improved
through this city of 16 site visits of 21 BYD 4S shop, we see the impact of its own brand “high end” of a microcosm of Chinese products force BYD no doubt, but the service level of the terminal stores is variable, some of the problems exposed on brand operation and management.
4S shop can do a good job, the key is six words: success depends on details.
we want to say is worthy of better products and better services, BYD If you want more consumers to support its high-end products, there are actually a lot of work still needs to be done.
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