This article was first published from the China Used Car Self-Media Alliance
The author is invited by the alliance to write the used car Old Yang
Some of the pictures are from the Internet, which are deleted in infringement
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The adults who watched the officials did not give up, and with the mentality that it was not a big deal to see the hilarity, they moved a small bench to wait for renewal. So I summoned up my temper and continued to dig deeper into the industry.
Remarks: Smash actually means rolling sheets, you know!
The book continues to talk about the third force of the five force analysis of used cars: ability analysis;
Dashen A asks: Who is suitable to be a used car manager?
Geng Zhiru I suddenly felt that there was a pit here, because the general expression without definite words and adjectives could easily lead to the scolding of the street. My translation and understanding of this sentence is: Big brother, are you not satisfied with the used car manager again? Why? Nani? (Here it is generally necessary to use 5 wy to ask the real answer, which is generally rarely inappropriate).)
For such a pit, I immediately replied: a good second-hand car manager is the same as a high-quality leftover woman in a big city, often low or not, not high,
Therefore, a good used car manager should be like a child bride, starting from "small" to cultivate, and it is most appropriate for him to grow up with the company's used car business.
Why do I have such a theory? Here's why:
1. The used car business has different demands for professional talents in different stages of development of dealers;
2. Used car business one shop and one board, one city and one situation, can not copy the stone of his mountain, please ask the foreign master to do the wind is easy, but it can not rain;
3. The ultimate ability of the used car manager is diverse and immeasurable (mysteriously more than Schrödinger's cat), to understand sales, after-sales, marketing, CRM and financial knowledge, and have multi-brand cooperation capabilities, and to have horizontal cooperation with local big car dealers, car management offices, insurance companies, car beauty modification and other partners have horizontal cooperation capabilities, it is difficult to find the right talent;
Therefore, a good used car manager is not recruited, but cultivated by a big leader.
At this point, the officials probably wanted to throw rotten eggs on the stage again, said a bunch of correct nonsense, and did not say what kind of ability the used car manager needed.
Let's talk about the feelings I have summed up after walking the rivers and lakes, reading countless people, and washing my bones and muscles, in general, the ability of second-hand car managers is divided into three levels:
· The first level of the basic layer is character, qualified used car manager integrity and extroversion is the character basis (is and, not or), introverted dry used car manager is prone to depression, improper dry used car manager is easy to suppress, both can go all the way down, the first level after 60 points;
· The second level of technical layer is business ability, divided into four pillars, the first is the ability to learn, a good used car manager to continue to learn, it is best to participate in meng ge's online + offline comprehensive training (here is not coerced, is the voice of the heart), because the business is constantly upgrading and changing, excellent learning ability to cope with complex changes in the environment.
The second pillar is the used car expertise (vehicle assessment capability, inventory management, used car sales and marketing). The third pillar is communication ability, used car business risks are everywhere, there is no zero risk business, only good communication skills are the best firewall.
The fourth pillar is the team management ability, used cars are most afraid of camel Xiangzi-style management, boring work, will not motivate the team, of which planning, organization, control, leadership of the four elements are indispensable. After this layer, it reaches 80 points;
· The third level is that the charm layer is a personal style, there are hearts and tigers, sniffing roses; there are humiliations and burdens, and the heart is bright; there are also vertical and horizontal, not afraid of hardships and dangers; the focus of this is that the dong sister style is particularly suitable for being a second-hand car manager.
Right! You heard it right, in this steel used car world, there is a special need for soft charm in order to be soft and rigid, and to be compatible with each other. (After writing the article, I am ready to register the "Dong Dajie used car" brand, which should be able to catch fire!) ), the distinctive style of the second-hand car manager is the biggest IP drainage point (in fact, each store should create people's IP on douyin, rather than product introduction, such as **gang, **song, ** brother), after this layer is the top talent, generally this kind of person only talks about annual salary, must use M as a salary unit to grab;
My experience used car manager can be used after 60 points of character layer, find 80 points of talent is "Yang beyond possession", top talent? It's like digging diamonds in a big coal mine, it's hard! Looking for Brother Meng may be able to dig it out, not because he has more eyeliner, but because he really has a lot of female apprentices!
With regard to capability analysis, this is more or less the case, and then let's talk about the fourth force: dynamic analysis;
The importance of power analysis is 3 stars, why is it so important, because the used car industry is not a production line operation, not a business model of quantitative input and output, and cannot be managed with various funnels (the multi-level funnel from sales leads to new car invoicing is an automotive industry heirloom, but it may be a shroud for the used car industry).
Used cars are potential stocks, is the blue ocean market, the current ROI (return on investment) is definitely higher than the traditional business of 4S stores, and even greater than the new car (yes, new cars are generally only counted as ROS sales profit margins, because some new car investment is unclear,。。。。。。 10,000 words are omitted here).
If investors only focus on the comprehensive replacement rate, it is typical to hold the golden rice bowl and beg, because the comprehensive replacement rate is easy to hit the ceiling, and the core indicator of the used car is actually the ratio of new to old (standard formula: the number of used car retail sales in the store / the number of new car retail sales in the store, with special emphasis on retail).
In the case of professional team, resources in place, the ratio of new to old can be achieved 1:1 (1:1 is the critical value, after this value the market natural positioning is high-end second-hand car stores, similar to the brand second-hand car center, the need for multi-point linkage or large customer resources to support, it is difficult to break through a single store), which is equivalent to directly doubling the scale of the store, opening a store, the key this new store does not have to wait for the manufacturer to put grain can do the performance of Changhong.
How to make the ratio of new to old increase significantly?
It is necessary to rely on the quasi-partner mechanism to motivate the team to find the "gem" like mining. If it is not in line with human nature, the second-hand car management system has a high probability of leading to the phenomenon that "grinding foreign workers" will not contribute to the work.
Flying single is not a single flying phenomenon, it is the evil flower of double flying. The total helmsman and the rudder master release the used car business, the used car team is like a mushroom in the corner, slowly growing, and occasionally venting the wayward flying order will become a poisonous mushroom, not only can not do incremental, but also affect the normal business of the whole store.
So the motivation to enhance the second-hand car manager is the "Force", some investors are still discussing using obscene pressure to see if it is useful, I will generally say directly: there is a chicken or an egg first discussion, children are suitable but adults are not suitable, do not have illusions!
The second-hand car performance appraisal program is generally 30% of the overall gross profit of the second-hand car as the team performance, to ensure that 20% of the people are very satisfied with the performance, 10% of the performance adjustment right to the second-hand car manager, summed up is the 321 rule, which not only ensures the greatest interests of investors, but also ensures that there will be no muddy waters, but more effort and more income principle.
At the same time, the front-line artillery of the second-hand car business is fierce, many processes cannot have clear assessment indicators, and the reserved 10% of the artificial adjustment authority will increase the cohesion and combat effectiveness of the team.
After the power analysis is formed, the whole system will operate effectively, but after a period of time, there will also be team fatigue, business development stagnation, because the second-hand car business does not follow the development path of linear growth, often jump development, this time to go up a step, you have to give pressure, first press the team, in order to have the power to jump.
Therefore, the last force in the five force analysis of used cars is: pressure analysis, which is a key element of business advancement. So how do you apply pressure?
What is provided here is the "principle of shooting the ball", the ball has been patted by everyone, there is pressure on the inside, there is a beating force on the outside, and the potential energy can jump up with a slap. Such a scenario is also applicable to the jumping development of second-hand cars; when the external potential energy appears, it is the singularity of the jumping development of second-hand cars, and the general potential energy signal is the beginning of the jump development when the price of second-hand cars fluctuates sharply and the old drivers of the industry are constantly shuffled.
An important part of stress is internal pressure, also known as "the ability to draw a pie for yourself", western management science calls it "vision, mission and values", once Jack Ma said: because you believe, you see!
One sentence explains what a vision is. What is the mission, the mission is the path to the vision, what the values are, the values are the adjectives for the team do's and don'ts. Once encountered a 4S shop used car business with a clear and clear vision, mission and value explanation:
Vision: To provide customers with the best SUV experience
Mission: To provide the most cost-effective SUV acquisition, replacement, sales and value-added services
Values: Create the most professional and considerate SUV customer service team
Such internal pressure on the team has always existed, and at this time, external pressure is needed to balance it, otherwise it is a self-detonating state, either self-intoxication or self-extinction.
Generally speaking, when we say external pressure, the most direct pressure comes from superior leaders, competitors and the market, which is a typical SWOT method that can be analyzed to get results (here can really Baidu... ）。
After the analysis of the five forces of used cars is finished, in fact, the used car industry has never lacked the existence of various "forces", but it has not done a good classification, phased and time-sharing management. I threw out bricks, and I'm likely to hit my own feet, but it doesn't matter, I hope that after everyone looks around, they can still think about it quietly!
Having said a lot of theories, explode an industry insider: the used car industry is always a variety of industry benchmarks, what you hear is not the same, what's going on? I walk a lot at night, and it is not strange that I have been walking for a long time, and there are probably the following types of situations:
· The old drivers of the industry will press their business data to report, generally do not tell the truth, the wealth is not exposed, the people leave a line, and see each other in the future!
· Investors will share the data they heard from others with a magnifying glass to their own team, and the old cow will also solve Shao Guanggui, and will not wait to whip himself!
· The KPI said by industry consultants is always confusing, generally not clear, horizontally seen as a peak on the side of the ridge, far and near the height is different.
So everyone understands, there is no accurate data support for the current situation of China's second-hand car industry, all the causal analysis through second-hand car data is a hooligan, only correlation analysis is reliable.
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