Car dealers' three cards: See the market and maintain a stable brand
What does it mean to own an Audi store in Beijing? Make money! This is an accepted rule for the automotive industry and many outsiders. Beijing Deoda Auto Sales Co., Ltd. is one of the six Audi dealers in Beijing. The establishment time was relatively late. Three years ago, when others had already begun to expand, Deoda was just starting up. Now, it has become a latecomer. Among the 52 Audi dealers across the country, sales and maintenance volumes are among the highest, with Audi's first store in Beijing. These are easily reminiscent of the Audi car. However, when the third anniversary of the anniversary was approaching, the eyes of General Manager Shi Guiyuan and his team did not stop at Audi. They even more clearly recognized that as a car dealer, the right to sell a car with only a good brand is Not enough, the auto market is ups and downs, and the car dealers must play three cards. - Look at the market: The low point is a good opportunity "China's auto market is a developing market. This is the biggest precondition for joining auto dealers. When Deoda invested 15 million to build a store, it couldn't make up its mind to this judgment of the market. "This is what the company's deputy chief Bo Ming talked about when he started building the store. In March 2000, Deoda Company was formally registered and began operations in July 2001. It was in those two years that the Chinese auto market was at the bottom of the peak before the peak of sales. The market was chaotic and manufacturers were chaotic, and dealers were finding their way out. Few people were optimistic about the future market. Sales continued to decline, and some car dealers withdrew from the market and gave up their distribution rights. Shi Guiyuan chose to enter the market at this time, relying on his many years of experience in the imported car business, he was determined to sell the only premium car in the country at the time, Audi. “Because the market is developing, the level of dealers must also be continuously improved. The marketing service of FAW Audi is in line with international standards. It is the best entry point for a car dealer to carry out brand management, professional development, and self-operation mode change.†Today, Three years later, the development of Deoda proved that the decision at that time was correct. This year, once again, the market experienced a trough. Influenced by policies, markets, and manufacturers, the domestic automobile market experienced a decline in sales for three consecutive months. At this time, Teoda was not only unaffected but the company was planning a second four. One shop, this time not Audi, but Toyota. From Audi to Toyota, the transition from a single brand to a multi-brand operation coincides with the market downturn. How does Shi Guiyuan consider it? "Brand management, not many, but in the fine. Also a fine product, Toyota brand series of products and Audi brand formation complement each other, can better meet the needs of users of diverse, personalized, and strengthen market resilience." He think. - Branding: The competition in the auto market is escalating. The contest between Audi dealers is very similar to the "derby war" in football matches. Because in the same city, the market capacity is certain, the same brand of businesses must strive to occupy more of the share. "Having only a good brand is not enough. To get the customer's approval for TEDA, it's better to do it than to do it well. The key is to continue to strive for itself." Deputy General Manager Bai Ming said Deoda's Business management. To do it best, let the customer connect Audi with Deoda, this is the three years since the store was built, and Shi Guiyuan and his team have been striving for it. From the beginning of business to the present, there are only one planning principle for all marketing in TEDA: people-oriented and customer service. Focusing on the needs of customers and focusing on the satisfaction of customers, customers' trust in the company is enhanced. Service starts from the details. There was a customer who had to repair the car at Deoda and couldn't find his car with the key, because there were three parking lots. The repaired car came out of the workshop and it was not necessarily parked in any parking lot. The customer was dissatisfied with this. This problem did not appear on the third customer. The service department issued a notice in time to let the repair shop inform the customer service staff of the exact parking location and guide them to the parking location. The client responded that Deodal’s employees “everyone managesâ€. This is a very honest comment. This comment comes from the rules of the day-to-day system. It comes from the awareness of service in the hearts of employees. This is a kung fu! Customer satisfaction is the purpose of Teoda Business. But car dealers want to gain a foothold in the market. They can't work hard and they need to establish their own good brand image. From a variety of test drive activities to “special care†service months; from birthday cards to a cup of coffee, a bottle of water, all of the measures and activities of Deoda have sought to enhance communication with customers from every detail. And communication, reflecting the concern for customer needs, values, emotions and consumer experience. "Everybody is strangers to acquaintances, relying on a kind of fate. It is 'Audi' that makes us and our customers friends." Shi Guiyuan explained: “It is a very happy thing to be able to meet the wishes of a friend.†Although the words are simple, they have publicized the business personality of “Delest to each other, accompanied by foreverâ€. - Steady team: The employee married the company to operate "I am married as if Stone always married her daughter." Company accountant Xiao Gao recalled his own wedding scene. Her family was in a foreign country. The team that got married on the day of the marriage was the Audi team organized by the company. The general manager personally took the stage to marry her. "When speaking, Shi Zong's voice is a little quivering. It seems that he married his own daughter." Xiao Gao said. . In Deoda, humanization of employee management is written in the company's system. In the new employee induction training manual, it reads: “The reason why Deoda could achieve this kind of success today is to rely on the company’s employees to love and respect their jobs, to emphasize “dedicationâ€, to forge ahead, and to work hard to create entrepreneurial spirit. Today, this spirit has precipitated and sublimated, forming the core of the company's corporate culture and becoming a valuable spiritual asset of the company. Behind it is the company's humanized management. Company Deputy Director Ji Hongbo introduced: Now there are more than 100 employees in Deoda. From the beginning of business to the present, our staff team has been very stable. Young people are more comfortable working here. Almost every young employee gets married, and in addition to doing their homework, the company will give them a collective celebration. The employees are all present to congratulate and the general manager sends a big red envelope on behalf of the entire staff. Now that the company is preparing for the second Toyota store, more than a dozen key players are required to be drawn from the Audi store. The opening of the Toyota store is certainly guaranteed by the opening of the Audi store. A stable workforce and continuous growth opportunities have provided employees with a space for self-development and laid a talent base for Teoda to enter the new market. “Duooda Company is a big family and can learn and work in a cultural atmosphere full of warmth and affection. It is the happiness of the employees and the honor of my boss.†Shi Guiyuan said. Humanistic care is emphasized, and it is the same with customers and employees. - Digital Deoda: Annual sales: More than 2,200 vehicles Annual maintenance: More than 40,000 vehicles with fixed customers: More than 13,000 employees Number of employees: 150+ 2002 2002: Audi headquarters in Germany: Best distributor in the Chinese market FAW Group: Best 3S Distributor; FAW-Volkswagen: Audi Sales Business Award, After-sale Service Business Award; China Market Association, China Automobile Dealers Association, China Auto News: Top Ten Auto Dealers in China. 2003: FAW Group: Excellent 3S dealers; FAW-Volkswagen: Best 3S dealers, Audi sales business awards, and After-sale service business awards. 2004: Audi Professional Double Cup Competition (China Region): Best Service Technology Award, Best Actual Performance Award. (Wang Che) Beijing Youth Daily Automotive Age
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