"From the long-term goal, we still want to build Mobil 1 Car Maintenance into the most popular and trusted car maintenance brand in the Chinese market, and escort the car life of car owners."
With the birth of the automobile, the automotive aftermarket industry with a history of more than 100 years is gradually deriving new ways of playing with the penetration of industry digitalization. In the past two years, Zeng Hongwei's Fuchuang under the management of Fu Chuang can be described as fruitful, and in the face of this trillion-level future market, Zeng always shared her ideas with us.
"Last year we achieved our goal of breaking the game. What is a game breaker? The first is to broaden its own service network, reaching 39,000 stores of all types in 2021; the second is to continue to optimize the store system to enhance the brand image; third, at the user level, the number of online registered users has increased by nearly 5 times compared with before, and customer satisfaction has exceeded 99%." Between the words, Zeng Hongwei, director and general manager of Fuchuang, could not hide his joy in his heart.
Indeed, it is extremely difficult to achieve today's results. As one of the 21 key foreign-funded projects in Shanghai's Pudong New Area, Fu Creative was founded in the first place to encounter the epidemic, in addition to competitors also eyeing market share. Under such a premise, how did Zeng Hongwei lead Fuchuang to "kill" out of the siege?
Build a full-chain digital platform
Under the huge impact of the wave of the Internet of Things, the traditional strategic party has been unable to meet the changing needs, and it is inevitable that digital technology will reshape the car maintenance industry. At the beginning of its establishment, Zeng Hongwei saw this opportunity and worked with the team to preemptively lay out the full-link digital platform.
Two years have passed, and the proportion of consumers booking and accessing car maintenance services online has increased significantly, and consumer satisfaction has reached 99%. For Fuchuang, the online-to-offline O2O layout that was opened up at the first time fully insight into the deep needs of consumers and more reasonably designed the corresponding car maintenance services; the "smart store system" also allows stores to provide more direct and more matching supply to consumer needs; store owners also manage user data more carefully online and improve the repurchase rate.
In addition to users and stores, Fuchuang will also accelerate the efficient connection with the central warehouse this year, from the upstream supplier to the central warehouse, the front warehouse to the store, do a better job of more intelligent shopping and more efficient management, and give consumers the products they need in the first time. The digital capability of the whole link and the integration of upstream and downstream vehicle maintenance ecology are growing day by day.
For Fuchuang, full-link digitalization integrates the value elements between the market, suppliers and users, and may even reconstruct the value system of the entire car maintenance industry.
For the past achievements, Zeng always made such expectations: "In 2022, we will run faster, and efficiency improvement is the main tone; we must make good use of data assets to judge the deeper market dynamics, and build Mobil No. 1 car maintenance into the most popular and trusted car maintenance brand in the Chinese market."
Nurturing talent is key!
Goods flow freely, things have been used to the fullest, and people must also make the best of their talents. The goal of human capital appreciation should take precedence over the goal of financial capital, which is the "way" well understood by every business leader. Regarding the car maintenance business, in the final analysis, it is still a business between people, and most of the satisfaction of customers is in the hands of store service providers.
How to let consumers feel professional, active and sincere service system, Fuchuang has established a "1-5-4-4" all-round talent training plan. That is, the "1" training goal highlights the brand concept of "focusing on the car, more concerned about you"; opening up the basic capabilities of management, marketing, customer service, technology and business, which are the basic capabilities that these "5" high-quality stores need to have; "4-4" is the 4 in-depth training mode for the 4 positions of store manager, maintenance technician, washing technician and service consultant.
"We are strategically focused on the development of human resources, and in the last year alone we have conducted more than 300 training sessions with more than 25,000 participants." She said.
Yes, there are indeed good and bad user pain points in the car maintenance market, and the original intention of the Mobil No. 1 car maintenance and selection service system is to refresh the chaotic status quo of the automotive aftermarket, and polish the standardization and standardization of the entire brand service by cultivating talents.
Technicians provide professional services, while store managers are really consumer consultants, implementing SOP standardization processes to help store operations, analyze pain points, and explore room for improvement. In this model, Fuchuang redefines the relationship between enterprises and employees, and of course, it also brings the relationship with customers closer.
Zhao Jie, executive deputy general manager of Fuchuang, gave an example, "In stores where the SOP standardization process of stores is implemented, the repurchase rate of consumers for the same product is much higher than that of stores that need to be improved. They can reach a repurchase rate of 20%, or even nearly 30%." Therefore, in Fuchuang's view, the ultimate goal of cultivating talents is to achieve a win-win situation for enterprises, stores and users.
Weave a strong store network
Behind the increasingly perfect digitalization and standardization is the ambition of Fuchuang. As early as the beginning of its establishment, Tsang hongwei said: "We plan to reach a total of more than 50,000 stores in ten years, that is, by 2030, of which the number of franchised stores will reach 4,000." Stores of this magnitude are really terrible in the car maintenance industry, and it is not easy to achieve this goal, and it needs to be done step by step.
At the end of February this year, the fourth self-operated store of Mobil No. 1 Car Maintenance in Zhoupu, Shanghai, was located in Shanghai. Nine boutiques in Foshan, Guangdong Province, thousands of miles away, also held a grand opening ceremony on the same day. For the rapid growth of stores, Zeng always thought like this: "With the size of this market, I believe that the current number of stores is far from enough, especially the franchise selection stores, which will accelerate the formation of a larger scale this year."
But expansion is not blind, especially for the location of stores, there must be more in-depth consideration. First of all, in terms of urban plates, Fuchuangzheng focuses on the layout of new first-tier cities, such as the Greater Bay Area, yangtze river delta, Central Plains, Beijing-Tianjin-Hebei and southwestern major towns, etc., to form a network in this dimension; secondly, focus on the specific area of the store, and choose the surrounding of the city's "engine".
Taking Zhoupu self-operated stores as an example, the surrounding area has been experiencing a very large number of rapid urban iterations, and in the transformation from just needed demand to improvement demand, a lot of demand for high-quality car maintenance services has been spilled. This is very close to the commercial, consumer and crowd scenes where many of Fuchuang's selected stores are located.
Similarly, the development of the sinking market is also the only way to go, in the third and fourth-tier cities, Fuchuang will also fully recruit like-minded partners according to the established plan.
How do I define the user experience?
User experience is fundamental to business value. Users in the use of products or services in the process of bad experience, will give birth to new business opportunities, such as taxi difficulties, spawned the online car industry; retail poor, spawned the experience and ornamental supermarkets. And how does Fuchuang mobilize and lead consumer expectations?
Look at it from two perspectives. But for maintenance, this is a basic functional demand - that is, the basic work of the car maintenance store, such as basic car washing, oil change, replacement of wearing parts and other technical related services, so that users feel the professionalism of technicians.
Another is that consumers also have non-functional needs, shifting from functional experiences to emotional experiences. For example, let consumers perceive "whether I am cared for" and "Whether I am the most convenient in the whole maintenance process", which is an important weight for Fuchuang to improve the user experience.
Mr. Zeng also shared with us: "At present, we see that the younger generation is willing to pay for time, time is very important, they hope to be liberated from trouble, we try to meet the needs of such consumers, so that they can feel physically and mentally happy, worry-free and time-saving in the store."
In general, consumers get services beyond experience at the time and place they need, behind which is the breadth of the service network; and the depth of the service network is the standard and quality of the service, and these two dimensions are complementary to Fuchuang.
Fuel vehicles and new energy?
With the promotion of policies such as "new four modernizations" and "carbon neutrality", the sales of new energy vehicles have been rushing all the way, and many extreme people have even put forward the speculation that fuel vehicles are "still able to eat". Under this general trend, Fuchuang expressed its own rational views.
"At the end of last year, the passenger car market had more than 300 million units, of which more than 7.8 million new energy vehicles, accounting for only 2.6%, the vast majority of which are still fuel vehicles, and the fuel vehicle market still has huge service demand," Zhao Jie said.
Solid and solid, shoucheng current business is still the top priority of Fuchuang. In the face of the trend wave and the "after-car concept" of the new forces, what kind of moves will Fuchuang make?
Since this year, Fuchuang will start to start the development of new energy for new energy vehicle service projects. In the maintenance business common with fuel vehicles, such as the basic body beauty, film and other needs, we must vigorously expand more possibilities; and another dimension is to develop services exclusive to new energy types, and explore the "quality road" of car maintenance with new forces.
Write at the end
In China's uneven automotive aftermarket, Fuchuang has taken the lead through the ecological construction of full-chain digitalization and scale; "Ten Stores Together" will also gradually realize the corporate vision formulated in the early stages. In this trillion-level aftermarket, Fuchuang pays more attention to the meaning of quality, creates its own new business model with customers as the center, and gradually opens up the gap with other competitive systems. "Running" in the morning light Xiwei, whether Fuchuang will lead the next stage of the car maintenance market, let us wait and see!
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