The WeChat applet has created a stock market heat wave that has attracted the attention of people in various industries. The mall retail industry has been testing the O2O business, and it is still in a state of passing stones. The APP development cost is difficult to promote, and online and offline are difficult to integrate. Facing WeChat Small How can the auto industry combine online and offline to provide a high-quality service experience? How do you find out where you stand?
What is the marketing attribute of the automotive service industry?
In 2017, the number of cars in China reached 300 million units. It is continuing to grow at a constant rate every year. The huge number of bases has driven the rapid development of the entire automobile industry. Various types of service stores are available, including auto repair, auto parts, and 4S stores. Offline. However, a huge industry dilemma has gradually emerged with the popularization of the Internet and changes in consumer spending habits. Although there are full cars on the road, where are our customers? How do customers find us? Numerous Peer competition, how to stand out in the industry to become the head of resources? These problems have become a problem for every service provider in the industry.
First of all, let's look at the unique marketing attributes of the automotive service industry.
The automobile industry is such a large and complex industry. At the same time, it also creates a certain degree of uneven quality of service in the automotive aftermarket. The lack of industry standards leads to overall low productivity and low efficiency. Another very strange phenomenon. That is, many companies in the industry have a social network model, but they are not actually connected to the nature of the Internet. In terms of marketing operations, which are fundamental to the survival of the automotive service industry, there are unique characteristics.
The owner chooses car grooming and other services are generally the principle of proximity. They are reluctant to spend energy and cost far away from their location. Maintenance and repair will select trusted stores. The wide range of car service diversion platform provides promotional information for owners. Say, most are not attractive.
1, car service is low-frequency consumption
The owner does not have strong incentives to convert from low-price unit items such as car washes to maintenance of such high-price unit items. Most users will not download and install an APP for an infrequent service, so those who rely on burning subsidies to obtain users Most of the practices are invalid.
2, Car service has both periodic and sporadic features
A user who has just finished maintenance will not do a maintenance because your oil is cheap, so most of those promotional discount activities are invalid.
3, car service stores usually lack passenger flow
Today's China's car ownership is large enough, and there is no shortage of customers. What is lacking is the method of retaining customers and customers. The offline store itself is a traffic entrance, and good service is to turn more mobile customers into loyal customers. An effective approach, so those who rely on customers, but do not help the store to improve the level of management of the diversion platform in the long term is invalid.
Automotive Service Industry Small Program Solutions
Next, let's say that the small program has a positive meaning for the automotive industry. Here we take the automotive industry template applet as an example.
Connect online to complete O2O transformation
We take auto repair shop as an example. Traditional offline stores do not have the ability and channels of online communication. The basic service display on the line cannot be done. The shop can't do the online shopping service to the store. To use the service. However, the WeChat applet has its own solution to this dilemma.
The applet runs in WeChat, does not require users to download, and develops a very low cost, now uses the capabilities of a third-party development team. Theoretically, there is no cost to make a small program. Small programs can enable users to purchase online services, make reservations, go to stores and use services. Complete the business expansion of stores.
More exposure, more traffic, faster user reach
The store is expanding online, where does the traffic come from? The answer is that the applet comes with traffic. First, the applet is run in WeChat. In theory, all WeChat users are potential users of the applet, and the current applet The source of the traffic is the QR code under the scan line, the long message is entered in the WeChat according to the QR code, the group is shared with friends, the public number shortcut menu, and the nearby small program is displayed. For an offline store, from the traditional few Billboard. Up to now, you can have your own service information throughout WeChat users.
Users can quickly enter the store's applet in any way.
Build user circles, increase user stickiness
Each applet is a separate existence. The user will not see the contrasting products of other homes in the applet. If there is no contrasting environment, the user will be more concerned with the true quality of service. Businesses can rely on their own professional services. Get the user's praise, and then become a long-term user of this store.
The retention of service data brings refined marketing possibilities
The community function in the applet allows users to communicate and gather opinions. The user's data is saved. The user enters the applet's operation. The stay data can be used to visualize the presentation of the graphic. If a service or commodity is sold Obviously worse or better, or the user's comments on the product after the product's comment rating system, resulting in evaluation data. Are important supporters to adjust the marketing mode of support. These new ways of cooperation with new tools will certainly make part of The forerunners, some of the outstanding merchants, became the head merchants in this area. Traffic flow was a favorite to the head.
Small programs in various industries can be given different capabilities. Small programs as a new ecology, help WeChat to go under the full line of connections. The auto accessory industry as a natural offline 'Aboriginal'. This wave of Internet giants under the probe line The joint beneficiaries. The automotive industry + small programs, will be promising.
