In recent years, Mercedes-Benz has always attached great importance to the relationship between manufacturers and has provided a long-term and win-win relationship between manufacturers under the prehistoric force in such aspects as training of dealers, hardware and software support, etc. In November 2016, Published an article 'Automotive manufacturers relationship paradigm' to explore a new model of Mercedes-Benz dealer network in China, this article has aroused great repercussions and resonance in the industry.Mercedes-Benz innovative manufacturers cooperation mode for Mercedes-Benz in recent years, the steady development of the Chinese market provided Very important channel guarantee.
Today, the rapid development of the Internet, manufacturers of all brands will face greater challenges and brand new challenges, there are many doubts from all walks of life, how to understand the new car retail model, the car 4S shop is still living space, online e-commerce and offline 4S shop how to deal with the relationship between the future of the ecological model is what the relationship between manufacturers, etc. 2017 is a symbolic year of development of Mercedes-Benz in China at the end of such a key node, Mercedes-Benz What are the future new thinking? In 2017 During the Guangzhou Auto Show, Mr. Li Hongpeng, Senior Executive Vice President of Beijing Mercedes-Benz Sales & Service Co., Ltd. accepted the interview and especially introduced the cooperation concept of 'fish-water relations' and 'cooperation and win'.
Why Mercedes-Benz continued to grow in China
From January to October 2017, Mercedes-Benz sold a total of 507,742 new cars in China, up 27% YoY and surpassing the total sales volume for 2016. China is not only the largest single market for Mercedes-Benz but also one of the key areas for its consolidation of global performance In today's auto market in China has been turning from rapid growth to low-speed growth, Mercedes-Benz's performance is commendable, more shows that its strong market competitiveness.
Speaking of how to evaluate the performance in 2017, Li Hongpeng believes that steady sales growth in 2017 and growing customer word of mouth show that Mercedes-Benz has achieved another high-quality harvest year in China, whether it is new product launches, dealer network development, customer experience , Or after-sales service has made great progress and won the recognition and love of Chinese users. Speaking of reasons for success, Li Hongpeng that the first product is good, as the world's best factory in Beijing Benz has shown its strong Strength, at present, its products have accounted for 70% of Mercedes-Benz's total sales in China; Second, marketing is done well; Third, good channel efficiency.With particular emphasis on Mercedes-Benz in China achieved such a remarkable result, precisely because there is a Strong, united, harmonious co-dealer network.
Why manufacturers and distributors are 'fish and water relations'
One of the goals set by Mercedes Benz itself five years ago was to create a strong dealer network that has now basically taken shape and laid an important foundation for Mercedes-Benz's rapid growth in recent years. Over the years, Mercedes-Benz The company realized more and more clearly that dealing with the relations between manufacturers is a key part of success. Dealer's professionalism, unity and harmony are the core elements.For the future In the era of Internet + Times, the existence of new stores in the retail mode Meaning of doubt, Mr. Li Hongpeng that the car is a very complex commodity, the success of the new retail model, 'people' factor is the key, the dealer and the store is the main carrier. And 4S shop mode is to join the model, if the dealer There is still a distance between manufacturers, mutual distrust, the new retail model can not be implemented.Therefore, the future dealer network will be more and more important, from the perspective of long-term development, we value the customer satisfaction and brand development , Dealer channel construction is the key to success in these areas, Mercedes-Benz will cherish more in the future with the common development of dealers. 'With the win is' Concept as a starting point, Mercedes-Benz is further proposed to each other between manufacturers and distributors 'Yushuiguanji'.
What is mutual relationship between fish and water?
The analects of Confucius is saying that "when a fish is out of water, then it dies," the relationship between fish and water has always been used to express the closest relationship between each other. The mutual relationship between fish and water is not only the closest companion, but also a coexistence of coexistence of honor and disgrace. Benz to the relationship between manufacturers rose to an unprecedented height and new ideas.Li Hongpeng that manufacturers and distributors are each other fish and water, the Mercedes-Benz brand as a fish, a good network environment is the dealer water; the dealer as a fish, as Dealer development Creating a good ecological environment is the responsibility of the Mercedes-Benz brand, including providing highly competitive products, personnel training platform, hardware and software support, etc. Fish water is an ecosystem, if the fish can grow well, except the fish itself , More importantly, the environmental problems of water, including oxygen, temperature, pH value.In the ecosystem of manufacturers and distributors, the core is mutual trust, mutual support and common development, at the same time, sustainable profitability must be guaranteed, The entire system is also continuing to build, so that the ecological circle to achieve a virtuous circle.
Beijing Mercedes-Benz Sales and Service Co., Ltd. Senior Executive Vice President Li Hongpeng
In how to create a better living environment for dealers, Li Hongpeng believes that Mercedes-Benz is not only to create a standard development environment, but also consider the differences between store A and store B, while paying attention to their differences and provide professional support. Business feedback, to have the empathy, can not be the same as a child dealers, telling him how to do what he did.China's vast territory, the market situation is also very complicated around the country if pushing a policy, a method , May get the conflict from the dealer.So before the policy is issued, you need to understand the actual situation of the dealer, dealer investors own operation and management, and Mercedes-Benz will create a good environment for them.
The latest measures to strengthen the relationship between fish and water
At the recently concluded Mercedes-Benz Dealer Conference, Mercedes-Benz and its dealers reached a strategic consensus of "promising the future and investing in the future." According to Li Hong-peng, by 2020, Mercedes-Benz will jointly invest with dealers to create a brand new customer experience Eco-circle, providing the best online and offline customer experience network for Mercedes-Benz owners in China Mercedes-Benz's 'New Retail Model' will leverage Big Data and digital multimedia technologies and introduce the high quality lifestyle elements of the Mercedesme Experience Store Benz showroom more warm, more humane, so that the traditional 4S shop evolved into a new place for customer experience. The second is the training of investment professionals, because the real competition is the competition of talent, so in the development of the dealer network, the dealer Of the personnel training program will be the key to sustainable development, 'people-oriented' training concept has replaced the past focus on product training model, 'Mercedes-Benz dealer elite management talent development plan' will be achieved through a few years the total dealer Managers and investors a comprehensive training, the future Mercedes-Benz dealer managers not only have superior combat Ability, more innovative thinking and modern management philosophy.