The "big" era change in the automotive aftermarket
December 10, 2022
In the face of the rise of the Chinese aftermarket, just a few months, 15 harmony luxury car repair centers nationwide flower, covering not only the north of Guangzhou and other cities, but also to the local headquarters of Henan more coverage reached 80%. It was born, marking strong economic and technological strength repair companies are to the front of the automobile industry, the car "big time" the market is approaching.
Recently, Yu Feng China Automotive Holdings Limited harmony president ten years ago we did Chinese luxury car market dealer group leader; after ten years, we will do auto market after China's luxury car brand of choice for maintenance, thereby affecting the automobile repair industry development direction, the impact on the traditional after-sales maintenance 4S shop mode. Zhengzhou Evening News reporter Wang Yang Chia Kwang Lee
His idea:. "The Chinese maintenance, repair too difficult" to solve the people's hard to repair <br> <br> end of the Chinese people need to queue maintenance, repair expensive repair is difficult, "Ten years ago, Chinese car The vigorous development of the market has made consumers' dreams of buying cars round, but they don't realize that the life of cars on the long road has only just begun.” He meant to understand that buying a car is just a beginning, and maintenance and repair are accompanied by the entire car. process.
At present, China’s vehicle ownership has exceeded 100 million. Behind this figure is the huge after-sales service demand, but it is not enough to rely solely on 4S shop maintenance. Yu Feng said: “To repair vehicles now, 4S stores are queued for maintenance and maintenance, and remote locations are wasting a lot of time and the consumers are expensive. The roadside repair shops are mixed, and consumers are easily deceived. The emergence of a harmonious luxury car repair center has laid a market space, which is different from the inconvenience of the 4S shop maintenance and the inconvenience of different roadside shops."
Because of this, the beginning of the construction of the harmonious luxury car repair center is to repair all kinds of luxury car brands or ultra-luxury car brands as their duty. Each shop is equipped with BMW, Audi, Mercedes-Benz, Land Rover, Jaguar, Porsche, Volvo, imported Volkswagen and many other professional brand maintenance service workshops.
"Our core value is adhering to the concept of starting from the customer, taking honesty as the cornerstone, service as the guide, and using professional technology to bring more after-sales options to the owner." Yu Feng summed up the promise of harmony.
To say that it is professional is because harmony itself is backed by 13 powerful car brand 4S stores and has a team of well-known luxury car maintenance experts both at home and abroad. Moreover, in order to continuously improve the level of maintenance technology, Harmony Corporation places great emphasis on the training mechanism. It not only provides uniform technical training for each of its on-board technicians, but also establishes a full-scale maintenance model. From the breadth, it allows every technical staff Different types of brands for different models of practice, so that practice can make perfect, master each brand luxury car technical difficulties and technical experience.
Say it is honest, harmony is a successful listed company, depending on the brand and quality of life, the success or failure of each detail determines the direction of the company. Therefore, from pick-up to inspection, maintenance, and final delivery, the entire maintenance process can be traced back. If customers have questions, they can view the maintenance details through omnidirectional camera videos.
His idea: change the market structure changes OEMs <br> <br> monopoly model, breaking the concept inherent in the consumer Indeed, China has the largest car ownership, but also has the most expensive 4S. The reason is that the 4S shops in the business are subject to restrictions such as spare parts and prices of the main engine plant, virtually increasing the cost of consumption.
According to Yu Feng's analysis, the 4S store model originated from Germany. Because the German automobile market brands are mostly concentrated in the local production of Volkswagen, Mercedes-Benz, BMW and other automobile groups, the 4S business model has existed and developed. And China's national conditions seem to be inconsistent with the European market.
“The automotive aftermarket also has a chain model that is represented by the United States as a link, and it is a car maintenance business group that integrates auto parts supply, vehicle maintenance, and rapid maintenance, which are positioned in the automotive aftermarket. For example, the United States’ NAPA, AUTOZONE's accessories sales account for 70% of the US auto parts market, and their auto maintenance centers have exceeded 13,000."
"Actually, what we have to do is China's 'NAPA', which is truly out of control of the main engine plant." Yu Feng said categorically that at present, Harmony in the industry and the international number of BMW, Mercedes-Benz, Porsche and other luxury cars or ultra-luxury Vehicle spare parts suppliers signed direct cooperation agreements and established long-term strategic partnerships.
What is even more gratifying is that Harmony Auto has entered the luxury and ultra-luxury car repair market since 2013 and is currently located in Beijing, Shanghai, Guangzhou, Xi’an, Zhengzhou, Luoyang, Xinxiang, Anyang, Shangqiu, Luohe, Jiaozuo, Fuyang and Changchun. A luxury car repair center will be set up, with outlets covering economically developed areas such as the Beijing-Tianjin-Tangshan, Yangtze River Delta and Pearl River Delta regions. By the end of 2014, outlets will cover all major provincial capital cities and municipalities directly under the Central Government to form a national chain.
As a result, no matter from the area covered, or from the reduction of the price system, it is bound to have an impact on the after-sales system of 4S stores. According to Yu Feng’s estimation, the cost of maintaining a luxury car in accordance with the channels of the Harmony Luxury Vehicle Repair Center will be reduced by 20% compared to 4S stores.
“All along, due to the advanced technology and equipment required for luxury vehicle after-sales maintenance, luxury car owners have to choose branded 4S stores. This is not because consumers are loyal to the brand's 4S stores, but because of other ways. The disorganized side shops and the technical level are generally too hard to let those consumers who have tried to get out of the 4S store repair, have to bite the bullet and return to the 4S shop.” Yu Feng is full of confidence, “breaking the consumer’s inherent philosophy is only a matter of time. The problem is that only genuine competition rules can be introduced to truly allow consumers to choose."
His blueprint: create a harmonious model <br> <br> achieve standardization to build a super large layout, big networks, big sale, big battle at the discretion of Yu Feng, the automotive market have gone through the peak of sales, into real change , car repair after the big era of the car market. In his words: "The Warring States disputes, the group fights together, and the car repair market has entered the eve of the final battle."
“We are not better than the first person to eat crabs, we have to eat better than to see who.” Yu Feng said, “The vision of harmony is to be the country’s leading luxury car repair group with the most brand value and to become a luxury car repairer. The preferred brand. Therefore, we must make a unique model of harmony, a super standardization system."
In other words, no matter where the harmonious luxury car repair center is opened, all the in-store furnishings, management methods, hardware facilities, software services and operation procedures must be standardized and unified. "Like Starbucks Coffee, whether you go to any Starbucks café in the country, the drinks are all the same taste. This is also true of the harmonious luxury car repair center." Yu Feng metaphor.
In more than two hours of conversation, Yu Feng repeatedly mentioned the words "large layout" and "big sale". Obviously, in the blueprint of his heart, the harmonious banner was inserted all over the country.
“This year we will speed up the pace of layout. In the end of 2014, the harmonious luxury car repair center will reach 50 in the national market. At the same time, we will also build a satellite shop around the residential area.” Yu Feng said frankly: “With horizontal and vertical crossings The layout can achieve the strategic goal of 'large layout'."
Of course, the "big sale" on the micro level is equally important. In Yu Feng's concept, “big sales” means transparency and convenience. Transparency refers to honesty, and convenience refers to convenience. So, how can we let consumers understand the real maintenance and repair convenience?
“The convenience of 'big sale' is mainly reflected in the scale of the store and the care of the humanities. In general, 20 stations in the 4S store will be placed, and we will put it in 70 places. No matter how many vehicles are waiting, the humanistic care is reflected in the The customer's follow-up service, 24-hour roadside assistance and completely free on-site service allow customers to maintain their vehicles without leaving their homes.
Yu Feng said frankly: “In a harmonious service system, we can experience unique characteristics everywhere. For example, we must issue a customer notice to enter the maintenance vehicle, and we will only inform the customer when it is approved by the customer. The problems are dealt with one by one, just as it is only after the hospital has issued a medical certificate that the doctor can prescribe the right medicine."
In addition, the future of the harmonious luxury car repair center services will also open up the Internet field, such as WeChat, APP client, etc., as long as the use of mobile phone login can solve the monitoring, payment, and truly facilitate the customer's appeal.
Because of professionalism, so focus; because of meticulous, so intimate. Harmony luxury car repair center not only brings professional car repair service, but also a high-quality life experience. This strong corporate atmosphere will surely make the harmonious luxury car repair center grow and grow, and it will be recognized by customers and respected by society.
Shenyang Zhongda Huanxin Refrigeration Technology Co., Ltd.
