2021 is a very challenging year for the automotive industry, under the dual impact of the epidemic and the lack of cores, global automobile production continues to decline, but the new energy industry does not seem to be affected, and the overall sales volume has shown a contrarian upward trend.
Take domestic new energy sales, according to the data, the total sales of domestic new energy reached 361,000 units in November, an increase of 106% year-on-year and 25.4% month-on-month. If subdivided into various brands, it is BYD's achievements that are the most dazzling, in the past 11 months, BYD's total sales of new energy reached 90,121 vehicles, far ahead of Tesla, which ranked second, becoming the king in the absolute sense of the new energy field.
Today, BYD can have this achievement, on the one hand, it has a rich reserve of new energy technology, on the other hand, it is the improvement of terminal services.
In order to explore the improvement of BYD terminal services, we recently went to BYD's Henan Wenhua 4S store in Zhengzhou to experience it.
Friends who are familiar with BYD know that BYD's Dynasty series models are designed in the style of "Longyan", and this design style has also spread to the Henan Wenhua 4S store in Zhengzhou.
The exterior of Henan Wenhua 4S store is composed of aluminum-plastic trim panels and transparent glass, the overall building reveals a simple atmosphere, and at the same time, through the embellishment of elements such as dragon whiskers, dragon scales, screens and Chinese red, giving people a "sense of high-grade" exclusive to the Chinese.
In order to better fit the positioning of its own new energy enterprises, BYD's design in the store has incorporated a lot of new energy design elements.
Entering the exhibition hall, what is presented in front of you is a huge "leaf vein", which means the crisscrossing traffic network in the city, and the embellishment of leaves highlights BYD's corporate culture of green travel. The placement of the models inside the showroom is also very elaborate, and the newly listed Song PLUS DM-i, Han series models and Qin series models are arranged in a staggered manner, which will not make people feel dazzling.
The functional area is also very well equipped, including a water bar area, a children's toy area and a video playback area, which also provides a good place for female users who accompany male users to buy a car. You see your car, I drink my afternoon tea, if you take the child you can also let him play in the toy area, each has its own places to go, BYD can be said to be quite considerate.
It is worth mentioning that although BYD's sales have risen sharply this year, but in terms of pre-sales and after-sales service, BYD is not discounted at all, according to the introduction of the store staff, Zhengzhou Wenhua 4S store alone is a pre-sales sales consultant reached more than 30 people, and in order to improve the customer's car purchase experience, these more than 30 sales staff have also passed BYD's various training and store-side training, which can also be regarded as a certificate.
In the exhibition hall, BYD's staff also introduced, "In order to facilitate those customers who do not have enough time, we also provide a series of pre-sales on-site services, including door-to-door test drive, door-to-door signing, door-to-door delivery, etc., so that consumers' car purchase experience is more convenient." It can be seen that BYD is really doing it with heart in pre-sales service.
Not only that, but it is said that "before marriage and after marriage are two things". However, BYD has said in action that it should not be labeled as such.
Zhengzhou Wenhua 4S store has a 2-story maintenance workshop of more than 2,000 square meters, which is also equipped with 15 workstations and 10 cranes, which greatly reduces the waiting time of customers.
In terms of technician staffing, the shop has 7 mechanical engineers, 4 sheet metal engineers and 4 painting engineers, providing customers with the most comprehensive maintenance services.
Having a comprehensive hardware service is far from enough, and the service concept of "being diligent and sincere" that BYD has been adhering to has also been well reflected here.
In order to improve efficiency, BYD launched the Jingcheng Long-term Connection System, which does not have to introduce itself when the owner drives the vehicle to repair or maintain, except for the first time. After-sales reception staff can quickly understand the owner information and vehicle maintenance information through the digital reception system. How to call the owner, the vehicle has done those maintenance and other information before can be understood in advance, not only can make the owner feel very kind, at the same time, the store and the owner's time pressure have been alleviated, it can be said that it is three birds with one stone.
Not only that, for those car owners who do not have time to go to the store for repair and maintenance, they can also repair and maintain their cars through BYD's online car delivery service. The service staff will feedback the maintenance progress and status of the vehicle through WeChat, which also completely eliminates the user's worries.
Many people may have a lot of doubts about the maintenance of BYD's new energy vehicles, but in fact, these are small problems.
In order to solve customers' doubts about the maintenance of new energy models, BYD has opened a technician direct question function, the owner can directly connect with the technician, ask a variety of questions, the technician will also solve the puzzle for the owner.
When encountering problems that cannot be solved, the owner can also drive directly to the store to check, and the technician can solve the problem within 35 minutes at the earliest.
On the whole, this time the store visit, BYD completely refreshed my previous understanding of terminal services, but also from the side shows that BYD's success is not formed by accident, but with the double fermentation of products + services, grasping the core development direction of the new energy era. With good products with core technologies as the cornerstone and assisted by a new model of terminal services, the two sides jointly promote BYD to a broader market, so as to achieve the purpose of brand upwards.