After several years of rapid development of the automotive aftermarket, the original development trajectory has been unsustainable. The reason for the kernel is that the foundation supporting the original development has collapsed and new development ideas and logic need to be established. In fact, the reform of the store needs It is a complete escalation from top to bottom, and the transformation and upgrading of ideas is the most basic.
Familiar thinking
The automotive service industry is more like a hospital. The difference between the two is that one is to provide services to people, and the other is to provide services to vehicles. But the essence of the core is the same: to provide professional venues, professional skills to solve targeted problems; not directly Instead of selling products, it is through diagnosis that 'open prescriptions' and 'surgery' sell products; all are familiar customers and require strong trust. All can extend the semicolon after accumulating brand value in a single store.
The development of regular customers' thinking is not only determined by the characteristics of auto service stores, but also the road that must be chosen after the actual situation has been forced. The auto service stores, which initially provided services for official vehicles, mainly depended on relationships, involving hard business, and then It is a new car extension business. With the booming of the new car market, the car service store business is very good, but now, this kind of business has not disappeared, it just shifted, was diverted by the network, 4S shop was cut off.
If you recognize the familiar economy, many practices will change. However, the emphasis on sales of membership cards, but also care about the renewal rate of the membership card; However, the emphasis on the profit of a single service, but will care more about winning a customer after the full year of consumption In short, the starting point of all actions and thinking is to increase or decrease the trust of customers.
Business circle thinking
The business circle thinking is a comprehensive concept, including but not limited to business circle operations. The business circle thinking must first solve the problem of who is our customer. The cars running at the front door are not all our target customers. The cars in the surrounding area are parked. Not all of our target customers. Experience: A one-stop shop with maintenance can carry owners from low-end to high-end, while franchise stores need to be clearly segmented. Therefore, target customers are identified, combined with their own resources, capabilities. , and then push back the store size, shape, location. Franchised stores need to have a clear positioning, is the level of low-, medium-, high-level customers, after a clear positioning, decided to decorate the investment, project selection, staffing. Debate over one-stop shop , The franchise-style shop is not very good or bad, both forms have the development prerequisites and development logic, the key is to look at the store owner's resources and capabilities.
The boss who owns the business circle thinking will have his own stable business ideas. At the same time, he will also understand how to follow the trend of the trend. In order to let the store go to the fast lane of Internet+, it is looking for a more scientific and professional system management software.
Internet thinking
We are no strangers to the Internet. Internet thinking has been mentioned more recently. What does it mean for auto service stores? The power of the Internet is not only because it is a technology, but more importantly, it is a world view. A methodology.
The most prominent features of the Internet are: user supremacy, platformization and community, openness and sharing. The Internet will get users, gather popularity in the first place, gather popularity before establishing profit models. Internet thinking respects the development of users as fans. And to look at the huge grassroots roots. The same is to get 1000 yuan, if there are two options, from 1,000 people or only get from one person's pocket, the Internet must be the former, and the car service stores will be the opposite. The membership model, itself is the precipitation of customers A very effective model, but because of profitable thinking, the card renewals rate for car service stores is generally lower. Also for the member model, Internet thinking will surely try to attract members to the store to receive services, and will not consider the commitment 10 The service, the customer only made 8 times.
What is the inspiration for car service stores in the platform and community of the Internet? Today, there is still a simple business relationship between car service stores and customers. The interaction between stores and customers is very scarce. Most car service stores still have Confined to solving car problems, less satisfied with the broader needs of customers as a social person.
Project Structure Thinking
There are two key words in the project's structural thinking. One is the project and the other is the structure. It is relative to the product. The typical product thinking is puerile, choice is abundant. Today's car aftermarket, from the brand to the service store , It is generally acknowledged that product thinking has been unable to meet the needs of competition and replaced by project thinking. Today's automotive service stores need to be decomposed into individual projects to operate. It is the project system that promotes sales. A project should contain products, tools, processes, technicians , Construction environment and standardization, modular operation management tools.
Project structuring refers to auto service stores. Different projects bear different responsibilities. We can subdivide the responsibilities of auto service stores into: Bait Project, Basic Project, Auxiliary Project, Core Project, Profit Project. From the development of new car business to The familiar economy, the functions between the projects have also changed.
Stores should pay attention to small projects. On the one hand, the responsibilities of car beauty have changed, and car beauty has changed from the original profit project to the basic project. With the so-called basic projects, it is necessary to consider increasing the frequency and reducing the unit price. On one hand, small The low threshold of the project makes it easy for owners to generate awareness of the store, easy to establish community relations, easy to build trust, and easy to cultivate good habits for car owners to keep cars.
Good project, product is the foundation, operation is the key, and the successful store, must be the introduction of a good project, at the same time carried out a reasonable match. Car beauty must be the basic project, the film is a profit project, maintenance repair is a profit project , Automobile boutique can be a profit project can also be a bait project, the car wash is the majority of stores as a bait project, but the car wash must be consistent with the store location, positioning high-end stores to introduce fine washing is still necessary.
