The term 'service' has been repeatedly mentioned in the traditional household appliances and kitchen appliances industry. For example, Haier and Siemens have all achieved the ultimate in service and gained market recognition and profit appreciation through the service.

The services hidden in sales seem to be intangible, but they can be counterproductive to the value of the product itself. At the same time, they are a powerful complement to a corporate brand. Because of this, the importance of the service does not need to be said.

The Martians serve the youngest brother

Belongs to its own service brand of integrated cooker industry

Compared with home appliances and even the kitchen and electric appliances industry, the integrated cooker industry with only a history of more than ten years is still emerging. However, it also follows the development path followed by traditional industries, and the focus of competition will gradually focus on product quality, R&D, and development. The product brand slowly penetrates into the deeper service building brand.

The general trend can not be violated, Martian service first step

The so-called trend is indispensable. According to analysis and judgment by industry insiders, in the next 3-5 years, the competition in the integrated cooker industry will enter the next stage. At that time, the integrated cooker will face more and more convergence between products, and the marketing tools will become more and more repetitive. The situation, the breakthrough of differentiated competition will inevitably appear in the rear of the company - service.

In this regard, Mars integrated oven has always advocated 'one step ahead of others': previously not only won the 'German IF Design Gold Award' and the 'German Red Dot Award' through the high-value products such as the X7, it became the first Chinese kitchen and electric appliance industry in 60 years. This award-winning product; through the introduction of the third generation of steamer models integrated stoves, in the creation of a functional, triggering industry trends.

This time, the Martians who vowed to go ahead of time started the service industry first.

3.12 Mars person service brother brand was born

On March 12 this year, the Martians formally released the service brand of Mars people - Mars Man Speeding Service, followed by a series of new service strategic goals, new service standards.

As the general director of Mars, Huang Weibin, emphasized at the press conference: In the next phase, Martians must continue to strictly abide by the service, and truly put Martian people's service concepts into concrete service actions, and thoroughly serve Martians. The brand hit the Martian core tag.

'Responsive, good once' service brother

Then the question came, what exactly was the 'Martian people's service brother'? In an interview with Aiken Home Appliances, Martian People's Service Minister Yu Jiande explained in detail the content of the service brand.

Service brand connotation

First of all, the 'Martian Man Speeding Service' is an industry-owned service brand created by the Martian Enterprise. The silent service behind it is also the thousands of real service players.

They were dispersed at various outlets of the Martians, and were recruited by franchisees in advance. Then the Mars Personnel Service Department selected and trained them to reach the threshold of service assessment. They were then eligible to be included in the Martian service system.

It is understood that the major service models currently available in the market include three types of products: direct factory operation, outsourcing by third parties, and sales services by agents.

What the Martians used was to manage third-party service providers with direct methods. Yu Jiande said, 'The Martian approach, both of the latter's, takes advantage of each other's strengths. It not only guarantees the professionalism of the service, but also Guaranteed smaller costs, higher flexibility, Mars people improve the quality of service quickly and this is the reason.

6+4 Tenfold Promise, Wide Coverage

Secondly, the 'Martian people's service to the youngest brother' indicates that the service of Mars people will formally move towards branding.

Through the creation of such a service brand, the Martians shouted a slogan of “quick response, one good”, and upgraded again on the basis of the original five major commitments, turning into a '6+4' ten-fold of six services and four major characteristics. committed to.

After the rebranding of service brands, consumers began to buy Mars integrated ovens. From the installation, maintenance, maintenance, inspection, and product life cycle, there was a clear service mapping, and the Martians' strategy for late-stage services. Sex and goals are more explicit.

Service brand logo reflects service speed, warm heart

In the end, Mars Mankind Services is a Martian man as an integrated stove company and shows its sincere attitude toward consumers.

It can be seen from the interpretation of the service brand logo that the small heart-shaped logo represents the temperature. The design of the two villains embodies equality, harmony, and amicable customer relationships. The label of the 'Martian Man Speeding' brother is Embody the first element of Martian service - speed!

For example, in the four major features of the four-hour speed repair, deferred compensation promised to repair the fault within 4 hours. If the overtime is not repaired, it will compensate the user 100 yuan equivalent gifts. These gambling services, obviously also on Mars The quality of human products puts forward high requirements.

In fact, according to Jiande, the quality of Martian products is very well known in the industry. In recent years, the repair rate has been extremely low. To a certain extent, the value of 'Martian Man' is more Active service awareness.

These active services include: Free installation and commissioning services for customers, active use of product knowledge and knowledge of cleaning and maintenance. After purchase, one-time free transfer service is provided for customers within one year. During the entire warranty period, integrated stove 2 free maintenance , The integrated sink is free from nourishment. It embodies the Martian service ingenuity and the sincerity of being an industry service brand!

One step ahead of the new brand strategy, open a new standard for industry services

The Martians' practice of creating service brands has become a pioneer in the integrated oven industry. As early as several months before the launch of its Mars Man Extreme Service brand, the initiative has already been implemented nationwide. Thousands of outlets were actively responded to and implemented.

The store responded positively and the referral rate improved significantly

Among them, Hangzhou was the earliest region where the brand's new strategy was piloted. The Mars headquarters arranged the service manager to be responsible for the training of service personnel. Through a period of implementation, the transfer rate of the Hangzhou store reached more than 60%. Promote.

According to Guo Liantao, a distributor in Hangzhou, it is currently ensured that every store in each region guarantees that at least one service clerk is responsible for it. The purpose of recruiting service personnel is to study how to make the service faster, and to better perform deep experience and move. Service; At the same time, this measure can also back sales, and the benefits of the second conversion of old customers can further shorten the transaction cycle.

Because of this, the service department of Mars has feedback that many franchisees even promote enterprises to provide services. Even some franchisees set their own time standards of rapid response far beyond the company’s standards. fast.

Not only does the Martian franchisee rush ahead to promote the service brand, Martian people have many items in the service brand content itself that remain above industry standards. For example, as long as Martians purchase products, they can enjoy a 30-day worry-free return service. (Upgrading from the original 15 days to 30 days) This is not only highly responsible to consumers, but also full confidence in the quality of Martian products.

Service system to build, not a day's work

The establishment of a service system is not a day's work. It involves a lot of modules such as service supervision evaluation, personnel skills reserve, and parts supply system.

For this reason, from 2014 to the present, Martians have invested more than 80 million in services alone. This time, Martians launched the service brand of 'Mars Man Speeding Service', creating a new service for the integrated cooker industry. The strategic purpose of the model and management structure is also obvious. It is to hope to prepare for the second round of competition elements in advance to meet the development of the industry and form a first-mover advantage.

In the next 3-5 years, the road we have to take is very clear. We must turn services into a profit center. In the future, the Martian Company will have two products, one is an integrated kitchen, and the other is a small service. The product is used to meet potential customers, and the service product meets customers who have purchased our product. ' Yu Jiande said.

Not the ultimate, no future! Now Mars, who is the executive director unit of the China Household Appliance Service and Repair Association, is releasing the industry’s first service brand, adopting a new service mechanism and service concept, and rigorously regulating industry service standards. It will play a leading role in leading the industry in the future. In the future, the domestic integrated cooker industry will inevitably enter a more healthy, orderly and healthy development track.