"See The Truth Technology: A Private Think Tank for 440,000 Practitioners"
Acknowledgements: Today's long group post is to see the original of the old iron Youyou, a good article will bring more in-depth thinking to the practitioners, and also welcome more old irons to share, submit, and interact with each other.
Thanks to the multiple factors of demographic dividend, economic growth and urbanization, China's automobile market has maintained rapid growth for more than 20 consecutive years. However, in 2018, with the gradual disappearance of the demographic dividend and the transformation of China's economy, China's auto market is changing from an incremental market to a stock market.
Data released by the China Association of Automobile Manufacturers shows that china's passenger car sales in 2018 were 23.71 million units. This is down 4.1 percent from the same period last year. In 2019, 2020 and 2021, China's passenger car sales were 21.444 million units, 20.178 million units and 21.482 million units, respectively.
Data from China Association of Automobile Manufacturers
According to the "Dealer Group Digital Transformation Survey Report", more than 90% of the groups have begun to undergo digital transformation. Judging from the results of this survey, the current strategic goal of the dealer group focuses on the current cost reduction and efficiency improvement, and improves operational efficiency. However, the survey shows that there has been no significant decline in operating costs, and the use of data is limited to the day-to-day level.
There are three broad categories of roles that dominate the private domain operation of automotive industry dealers:
The first category, group-led.
In the process of serving dealers, we found that the group almost began to layout digitalization, and in 2022, some dealers began to receive group notices and were ready to start using enterprise WeChat to do private domain operations, and some dealers received group notices, requiring sales of micro-enterprises to stay in the file 80%, after-sales micro to stay in the file 100%.
Establish user SCRM in Micro
We take a group as an example, when the group began to require dealers to perform private domain operations, in fact, the group has done a lot of digital development, requiring each dealer to add customers to the group's enterprise WeChat. Doing so has advantages and disadvantages:
The advantages are: Micro does achieve unified management of the group to a certain extent, dynamic supervision of customer data, customer assets retained to the enterprise, including the internal operation management system ERP through, sales consultants can more easily edit customer information, as well as view customer information.
When chatting with customers' WeChat, you don't need to jump out of the WeChat interface, you can view the customer's past dynamics and needs in the WeChat ecosystem, such as when the customer added our WeChat, on which day we followed up with the customer, what the customer's current needs are, etc.
The first disadvantage is the limitation of customer mass mailing. All customers add to the group's enterprise Micro SIGNAL, and micro can only send the same message once a day, if two dealers hold two activities on the same day, then who do we want to give this group sending opportunity to? The rating administrator can only send his personal WeChat friends in groups, there is no way to achieve unified creation of group content, and notify members to send, if you want to achieve this step of operation, you need to apply for the group to complete such an operation. It is equivalent to we directly discard the function of group sending.
The second disadvantage is that the customer labels do not match. For the group, there is more than one car brand, more than one sales area, and whether the customer label uniformly made by the group is suitable for dealers. If the dealer wants to send a message to the customer group of the A model, there is a problem for the customer who wants to search for the A model through the label.
The third disadvantage is that the quick reply is not uniform. The situation of each dealer is different, the activities are also different, how should the phone library be set up, when each store needs the phone library, contact the group, put forward their needs, and then the headquarters to set up? From the process point of view, such a process does not achieve efficiency improvement, but rather efficiency decline.
Disadvantage four, the group micro and employee micro micro is difficult to weigh. In recent years, the popularity of short video platforms has made major car companies, groups and dealers start the layout of new media. The connection between the video number and the WeChat public account and the enterprise WeChat allows customers to enter the private domain of the enterprise to obtain richer information, and customers who have needs can also directly add the sales of the enterprise WeChat or initiate WeChat customer service consultation. At this time, there is a problem, some customers of dealers are on their own micro-enterprises, some customers are on the group micro-enterprises, how to re-emphasize these two parts of customers?
The second category is dominated by car companies.
In fact, it has the same advantages and disadvantages as the private domain operation led by the group, they have indeed begun to do digital transformation, but they cannot achieve real refined operation.
Phenomenon one, the discourse library is useless. Car companies in the digital transformation basically opened up the enterprise WeChat and CRM system, but also set up a phone library, but the content of the phone library is mostly for the car company headquarters services, these words are obviously not used for the front-line sales staff, and the phone library is not classified, is viewed in chronological order. There is no empowerment for dealers. Such as: the mat will be sent to the 4S shop in the future, you can contact the 4S shop; the specific car purchase details can consult the local 4S shop; the departure situation you need to consult the local 4S shop, I can't find it here, before the car friends shared that you can let the director of the 4S shop help you check the departure record regularly, you contact to see and so on.
Phenomenon two, will only add people, service can not keep up. For the private domain indicator of a car company, for every additional terminal sales of dealers, they need to add at least 7 customers to enter the enterprise WeChat of the car company. When customers are added to our enterprise WeChat, how to do follow-up services for our customers?
The private domain is not to add customers to our enterprise WeChat, add to our WeChat to serve him, and continue to contact him is the real value of the private domain. A private domain without services can really only be regarded as a "dead domain".
The third category, dealer-led.
According to the "Dealer Group Digital Transformation Survey Report", the average annual investment in digital transformation of the top 100 dealer groups in the past five years is 1 million to 5 million. It is impossible for a single 4S store to invest a lot of money to do digital transformation. The disadvantage of dealer-led is that it cannot be connected with the ERP system or CRM system, but the dealer has three major advantages:
First, automated label management. The dealer itself can accurately know through what channel each customer enters our private domain traffic pool, such as natural in-store customers, video number addition, vertical media addition, an event addition, etc.; channel sources can be added manually or automatically. Today did an event, distributed a lot of posters for publicity, added a live code to the poster of the promotion, customers will add us through this QR code will be labeled with this activity.
The second is to achieve multi-point contact. WeChat group posting, WeChat group group posting, video number reach, automatic welcome message, etc. are all reach scenarios, select personnel or send accurate messages according to tags, so that thousands of people can face each other, not a thousand people.
The video number can be displayed on the external information display page, and the customer adds our WeChat, just like watching the circle of friends, walking around on the company's video number to have more understanding of the company and products. At the same time, you can also configure your own welcome message for each employee in the company, or you can configure different welcome words according to different scenarios.
The third is to achieve refined management. Do customer labels, layer customers, establish a quick reply phone library, and improve staff efficiency. Most of the time, the questions consulted by customers are repetitive types of problems, and these are organized into words and placed in the speech library to provide convenience for front-line personnel to achieve efficient work. The establishment and use of labels is to allow you to layer customers and provide different customers with different needs.
Fourth, data management. How many customers enter your private domain pool; how many customers are repeat customers; how many customers interact with customers; the average response time; and when customers are deleted, you need to be reminded at the first time. As a dealer manager, the timely feedback of this data can help you adjust your work and provide better service to customers.
Back to the dealer-led private domain operation, in fact, the effect is not good, of course, this is not to say that it is wrong to do this, more reasons are:
Lack of talent and lack of awareness of the private domain.
Most dealers of enterprise WeChat administrators are administrative supervisors or marketing managers, they use enterprise WeChat is to punch cards, reports, approvals, etc., private domain awareness will use micro to add customers, administrators are administrative supervisors, bosses do not know can view data.
In summary, the three models of group leadership, car company leadership and dealer leadership, the best way to solve it is:
Led by dealers, groups or car companies go to empower dealers.
On the one hand, share upstream and downstream resources. On January 10, 2022, a new version 4.0 was added on Enterprise WeChat, which has a feature for upstream and downstream sharing applications. Whether the group or car company can share the application to the downstream enterprise, the dealer can add these digital tools to the original function of the enterprise WeChat to achieve efficiency improvement.
Short video live broadcasting crosses geographical restrictions, but the car is also a special commodity, and most customers will still buy a car nearby. For the group, there is a platform plus some rewards, and the A region shares the customer with the B area, which can achieve the improvement of the efficiency of the lead.
On the other hand, the problem of talent shortage is solved through outsourcing. According to the "2019-2022: Private Domain Talent Demand and Salary Survey Report", the demand for private domain talents will increase by at least 1.1 million in 2022. Private domain is a long-term thing, many people have not achieved the process from 0 to 1, "1" is how to establish a tag system, how to establish a phone library, how to do positioning for our account, etc., only "1" is established, and it becomes much easier to go down. Achieving "1" in a short period of time, looking for outsourcing is one of the options.
Finally, the key micro-enterprise light consulting transformation. Private domain is a process from light consultation to conversion precipitation, WeChat customer service this function is a kind of light consultation performance. However, most companies ignore the importance of micro-capital retention.
A dealer has achieved 800 WeChat customer service lead consultations through video numbers in one day, and 100 enterprise WeChat customers have been added, but they have not regarded this as a company asset, because the company's assessment requires customers to leave contact information to be considered a valid clue, so they do not leave a phone they think it is not important, nor maintenance.
Not leaving a phone may just be that he does not want you to disturb him, does not mean that he completely rejected you, too many customers did not leave a phone on the first day, the next day came to buy a car; there are also customers who added you WeChat, basically do not speak, do not leave a phone for you, but he is quietly paying attention to your dynamics, one day decided to buy a car, come to the store to find you.
There are also models that customers may consult today that you did not have, and you gave up on him. There is such a case around me, a friend and I consulted for four or five years about the SAIC Volkswagen Touran model, three months ago he also asked me the price of the Touran, and three months later he ordered a Weilai. So what he thinks at this moment does not represent his future ideas, what we need to do is to find a way to make him change from light consultation to add to our enterprise WeChat friends, stay in our private domain traffic pool, through information, through the circle of friends, through the public account, through the video number, and even through the community to constantly reach him to influence him, change his original mind. Achieve conversion transactions.
Even if a customer sells another model, it does not mean that he has no value to you. Another example, a customer buys someone else's car because our model doesn't meet his needs. As a result, two days later, he brought a friend to buy a car, and successfully completed the transaction conversion, and the customer who bought the car not only bought an additional one at home in the next two years, but also introduced several customers to buy a car. For the characteristics of low frequency and high consumption of automobiles, the repurchase rate is indeed not easy to improve, but the referral rate is definitely a very important indicator. Finding a way to keep customers in our private domain can be a lot of surprises that you might expect.
At the 2020 Tencent Ecology Conference, we had a deep chat with the private domain head of Ayazhi Group, a clothing company, who said that during the epidemic in 2020, Ayage organized hundreds of live broadcasts, and business did not fall but rose. The secret is that in the past two to three years, they have accumulated millions of WeChat and enterprise WeChat "private domain users" by adding WeChat.
From the beginning we talked about the auto market from incremental to stock, and the cost of customer acquisition in most industries is increasing year by year. In order to reduce the cost of customer acquisition, private domain operation has become the best choice. But the importance of executives and the acceptance of employees have constrained the rapid development of private domains.
If you think that the private domain is important at this moment, you must find a way to act.
Finally, to quote Director Wen Sijing's sentence on the "2021 Auto Dealer Group Digital Transformation Forum": "More and more dealers realize that with the continuous improvement of the proportion of new energy vehicles, the reform of channel models, and the increasing diversification of consumer demand, the process of digital transformation has been accelerated, and the real core assets and core competitiveness of dealers - customer resources can survive in the environment of big waves." ”
【 Private Domain White Paper】
Now, see the reality of the 2022 "Private Domain Refined Operation Series White Paper" officially written! This year, I should write more than 10 copies, and the theme of the current 9 copies has been clarified first, focusing on the themes of refined operation and gamification of the private domain. The detailed version of the outline can be stamped here. Feel free to contact us and join the white paper to co-create. Contact information: See the real public account background to send the keyword "plus WeChat".