The biggest limitation of the trillion-dollar auto market is the industry service standards and concepts

"Easy to buy a car and keep a car difficult" is a common problem encountered by car owners. According to the statistics of China Consumers Association in the first half of 2017, the National Association for Consumers Association accepted a total of 19,467 complaints against the transport industry. It analyzed the complaints and focused on product quality and after-sales services.

However, the market is prosperous and the owner is not bad. According to the report released by the Ministry of Public Security Administration of Traffic Control on vehicle ownership, as of the end of 2016, the number of motor vehicles in China reached 290 million. It is estimated that the size of China's auto aftermarket will exceed RMB 1 trillion in 2017.

The industry that should have been in the wind has become the most seriously affected area, with unstable profits, scattered markets, and even repeated demands from government regulators to mediate consumer conflicts. Why?

When branded 4S stores are shuffling and bullying customers, we can easily imagine how many unqualified street shops treat consumers. On July 22, the owner of the Jiangsu Yibao horse was repaired at the BMW 4S shop and was told that the air-conditioning compressor was bad and needed to be replaced. The charge was 9,000 yuan. With the help of a friend who knew a car repair, he only spent 28 yuan to replace the clutch coil and fix the car. The local consumer association then stepped in and the BMW store agreed to return the money.

Consumption upgrades have been calling for years and it is hard to believe that such events will continue to happen in 2017. Regardless of the industry cases in the media or the personal experiences of the people around them, they clearly conveyed a message: In today's highly homogenized commodities and the price war, the only way to achieve long-term profitability and establish brand differentiation depends on services. . However, some 4S shops and most of the garage shops still use the past thinking to operate, rely on opaque services to earn unstable profits, but do not want to work hard on differentiated, high-quality services.

Chang Ting-ting, the founder of Changtu Steam Turbine, proposed to return to the nature of the industry and consumption, and provide car owners with high-quality car-keeping services. “If you do not fool yourself, you will not eat and you will never eat after eating.” If you do not want to be revolutionized, the post-steam industry will need to start self-reform from the bottom up.

I. Welcome to consumer supervision

Consumers are both receivers of services and supervisors of services. To change the operating philosophy and earn money no longer depends on relationships, fraud insurance, abandonment of minor illnesses and major repairs, and the first initiative to welcome consumer supervision. The days will be the number of intelligence, as a bridge between consumers and stores, allowing consumers to score points on the service, forcing every store to be owner-oriented.

II. Building a Consumer Attitudes Database

The 20/80 marketing rule of Pareto, an Italian economist and sociologist, shows that the largest source of corporate operating profit is the repeated purchase of 20% of loyal customers in the corporate customer group. According to statistics, as of 2016, the average age of vehicles in China has exceeded 4 years. How do these middle-class car owners who have taken out of 4S stores choose steam service outlets? How can they attract owners to maintain a certain frequency of consumption? How can they be assured of hosting? Cars? These all require deep insights into the consumption attitude of the new middle class. Tianhui Zhinian focuses on data collection in the field of consumer attitudes, matches professional big data analysis teams, and builds a consumer attitude data platform for the automotive industry.

III. Establishing industry service standards

Industry service standards and concepts have greatly constrained the development of the trillion-carbon market, especially in the era of consumer upgrading. Consumption upgrade is essentially a quality upgrade. In the market, inferior services will be quickly eliminated. The entire market economy will enter the era of quality upgrade. Establishing industry service standards will prevent bad money from driving away good money, encouraging quality stores, inspiring operational management, standardization, and rebuilding consumer confidence.