At present, there are many differences between 4S stores in developed countries such as Europe and America and those in China. For example, Volkswagen in Germany operates a full range of Volkswagen models in its local 4S shop, with more than a dozen varieties, and after so many years of operation, all aspects of management are relatively in place and formal. However, the 4S store in China encountered some problems at the beginning of its construction. Therefore, the store construction level of brand 4S in China is world-class, but the management and operation level is not satisfactory.
The author believes that there are several problems in the 4S store currently under construction in China:
1. Product: There are too few brand models available for sale. Like FAW-Volkswagen brand 4S stores, namely Jetta, Bora and Golf, the product chain is too short. There are many reasons, but the main reason is that China's automobile manufacturers do not have their own intellectual property rights, and what models they produce depends on foreign eyes. At the same time, the level and investment of independent research and development of Chinese automobile manufacturers are also quite backward.
2. Human resources: At present, most dealers of domestic brand 4S stores start from small exhibition halls, and then open 4S stores after they become bigger. Due to the rapid development of the automobile market and itself, there is a serious shortage of management talents and technical talents, especially practical talents. Due to the rapid development, the business skills of managers can't keep up with the development speed, and there is no experience in the same industry to learn from. The shortage of technicians is even more serious. The continuous emergence of new technologies and new models also makes the learning and training of skilled workers lag far behind the needs of development. The author has learned about several powerful brand 4S stores, and less than 30% of the total technicians have technical grade certificates or technical employment certificates. At the same time, the loss of managers and technicians has also directly affected the development of 4S stores.
3. Maintenance service: Because there are fewer models operated by 4S stores and the market share of a single model is relatively average, automobile manufacturers often set up several 4S stores of the same brand in a city. For example, FAW-Volkswagen has set up six 4S dealers in Shenzhen. This has caused the phenomenon of "not enough to eat" in the maintenance stations of various brands of 4S shops, which has caused great waste of resources.
4. Market: At present, few dealers of 4S brand stores in Shenzhen are very satisfied with their sales and maintenance. The reason is that the brand 4S stores with good sales volume are restricted by manufacturers, so it is impossible to purchase goods completely according to their own wishes, and there are often problems of out-of-stock or out-of-stock Therefore, they have to do marketing, and at the same time, they have to find ways to retain customers who may be lost for various reasons, because there are too many brands for consumers to choose from now, and a little carelessness will lead to customer loss. In order to win as many customers as possible, poor-selling brand 4S stores also need to do marketing. However, it is not as easy as before. Consumers are no longer interested in buying cars, giving gifts and free testing. They (consumers) need bigger, more tangible and more distinctive concessions, and there is no other way but to increase investment. Therefore, most dealers in 4S stores are blindly promoting themselves. This is also a waste of resources, and it is watching your money go out like running water, and you can't get the corresponding return.
So, what can 4S stores do in the future to maintain sustained and healthy development? The author believes that we should start from the following aspects:
1, refined team. Every link from management to technology to service should be refined. The so-called "fine" means that the basic quality of personnel should be fine, and employees are not required to have high academic qualifications and many years of experience. As long as they can do the most basic work well and do it well, then they are qualified employees. "Modernization" means that management should be systematic, institutionalized and scientific, and work should be programmed. We should learn to manage enterprises with scientific modern management means and methods.
In fact, the integration of refined teams means that on the basis of scientific management, every employee in an enterprise can have a job corresponding to his ability and do his most essential and basic work well, which is also the first prerequisite for the sustainable development of enterprises in China.
2. Second-hand car trading. In foreign countries, the sales of used cars drive the sales of new cars. The domestic second-hand car sales are still in the initial stage, which is a big cake and has a very promising market prospect. In 2004, several major domestic automobile manufacturers successively launched the second-hand car trading based on the manufacturers. So what are the benefits of brand 4S stores doing used car trading? First, trade-in can be used to boost the sales of new cars; Second, second-hand car trading can drive the popularity of 4S stores, and popular enterprises will be prosperous; Third, 4S stores can reuse and collect more cars in better condition. For example, it can be used as a means of transportation for customers or as a company official car. If the volume is large, it can also be used for car rental business. Fourthly, with its own advantages, 4S stores can provide perfect after-sales tracking service for used cars sold, which not only relieves consumers' worries about buying used cars, but also greatly increases the output value of their own "underfed" repair stations.
3, set up personalized car modification and car beauty, maintenance business. There is no reason for such a big aftermarket brand 4S shop to give it up. At present, China's automobile modification, automobile beauty and maintenance market is full of inferior products, and related services can't keep up, but consumers' personalized demand for vehicles is growing. Therefore, 4S shops will be more professional in car modification and car beauty maintenance, and consumers will trust it more.
4. Do a good job in the community. A farsighted car dealer is not only an excellent seller and after-sales service, but also a pioneer who has a sense of social responsibility and can help people expand a better and broader life. Through the cultivation of customer relationship, strengthen communication with consumers and society, and let more people understand that cars are not only a means of transportation, but also a part of life, entertainment and passion. As a mobile carrier, it can improve our quality of life and enrich our life content. In addition, through the full communication between riders' club and car owners, we can also save the company's mistakes and shortcomings in sales and after-sales service, win new customers and retain old customers for the company. At the same time, doing a good job in mass organizations can also greatly enhance the good image of enterprises in the eyes of society and consumers.
In a word, in order not to be eliminated by the market, the current brand 4S stores must organically integrate all automobile-related projects and conduct all-round, systematic and scientific marketing. Only in this way can we be in an invincible position forever.