As the main body of automobile sales and service, the business model of 4S shop has never been questioned as much. To ensure the healthy operation of the 4S shop network, it is necessary for automobile companies to find innovative solutions together with 4S stores.
On the morning of January 15, Mercedes-Benz released its “new†initiative in Beijing in 2015. From January 1st, 2015, Mercedes-Benz (product coverage Mercedes-Benz, AMG and smart) once again lowered the price of accessories in all 4S stores in China; officially launched the new spring inspection project, and it is tested in summer, winter Detected together and upgraded side by side to Mercedes-Benz's seasonal free testing program.
In an interview with the reporter of the "First Financial Daily", the auto analysts who did not want to be named said: "This is one of the solutions for Mercedes-Benz to improve the quality of life of dealers. It is a major positive for Mercedes-Benz dealers. The price can effectively reduce the financial and inventory costs of Mercedes-Benz dealers, and the second spare parts price is lower, which helps the dealers to customers who are lost because the spare parts price is too high."
After more than ten years of development, China's auto dealers have grown from small to large, but the business model is too singular. Today, after the new car sales become more and more difficult to obtain profits, after-sales, spare parts and boutiques become the key to supporting dealers' profits. According to PricewaterhouseCoopers, in China's luxury car dealerships, after-sales and spare parts profits have exceeded 50% of dealer profits. However, for a long time in the past, because the price of spare parts and working hours of 4S shop is too high, consumers often do not return to the 4S shop for maintenance after a three-year warranty period.
Bai Yu, senior manager of China Management Consulting at PricewaterhouseCoopers, said in an interview with this reporter that at the current stage of China's auto 4S stores, the profitable after-sales service is mostly luxury car dealers, while the other is the lower end. The more serious the customer's loss of brand dealers, the lower the after-sales profit, and some independent brands even have no profit.
What is more serious is that due to the urgent need of dealers to obtain profits from after-sales maintenance, maintenance and accessories, the KPI assessment for after-sales staff is too harsh, resulting in many similar parts that are damaged by the owner, shortening the maintenance cycle. Waiting for the status quo of dishonest business, which has caused the embarrassing situation of the current customer satisfaction and word-of-mouth decline of car dealers.
In this context, Mercedes-Benz hopes to set off a new luxury trend in the 2015 Mercedes-Benz dealership. The so-called new luxuryism begins with the entry-level products that are constantly enriched by Mercedes-Benz at this stage, but not limited to these designs. The product of the sense, and more importantly, the new sales and service experience that matches the lifestyle that the customer expects.
Nandi, executive vice president of after-sales service of Beijing Mercedes-Benz Sales & Service Co., Ltd., said that Mercedes-Benz is making a unique interpretation of 'new luxuryism' in the after-sales service field through "value-for-money services and strengthening customer orientation." A refreshing new image of the market. "Building the "three best" in after-sales service, that is, the best customer experience, the best value for money and the most technical and service quality.
The "First Financial Daily" learned that the price adjustment will reach 5%-25%. After the price adjustment, the price reduction of Mercedes-Benz E-Class electronic horns reached 8%, while the price reduction of C-class dampers was as high as 25%.
In addition, the officially launched Spring Test project will be upgraded to the seasonal test of Mercedes-Benz along with the summer test and the winter test. The 2015 Spring Inspection Period is from January 17th to February 15th, 2015, including 15 free tests involving safe driving in winter.
Through the investigation of customers, Nandi found that the price, total cost of ownership and service quality are the three factors that affect the customer's evaluation of after-sales service. When purchasing the next car, the overall satisfaction of the customer on the after-sales service is riding the key. The role. Mercedes-Benz in China will continue to "initiate strategic measures, continuously improve services, new prices, and let the new luxury concept benefit new customers."
In today's historical node, which is close to 60% of dealers' losses and 95% of new dealers have been losing money for three years, "Mercedes-Benz's new luxuryism suggests that the beneficiaries may not be just Mercedes-Benz dealers, Mercedes-Benz accessories prices are lowered, Or it will drive its competing products to adopt a similar business strategy to improve customer satisfaction, which is very beneficial to improve the current status of the entire dealer." The above securities analysts believe that the price of spare parts and the transparency of the service process It is not only the place where auto companies and dealers improve customer satisfaction, but also an effective measure to further enhance the profitability of dealers and attract customers to return to the factory.
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