In March this year, BYD's monthly sales exceeded 100,000 units, once again achieving a highlight moment. This Chinese car company, which has broken the "ceiling" of the new energy vehicle market, is single-handedly subverting traditional cognition and reshaping brand value.
What makes this legendary brand that makes opponents "look up"? Recently, Che Weijun made a special visit to the Jinwei Ruitong 4S store located in Hedong District, Tianjin, in this 12-year-old store that witnessed BYD's upward road, looking for the traffic password for the brand's gorgeous turn and upgrade and transmutation.
The first sight is extraordinary: the original intention of "a leaf"
From the initial people-friendly route to the continuous improvement of product value, BYD's changes have penetrated into all aspects of quality and service. Take the store style and layout of the dealership, in recent years, the "national style" elements and the signature "Dragon Face" that have been pinched to death by BYD have become the finishing touch.
In the new appearance image of Jinwei Ruitong 4S store, Che Weijun was pleasantly surprised to find the line elements of "dragon whiskers" and "dragon scales", which were matched with extremely textured aluminum-plastic panels and transparent glass, making the entire store look simple and advanced from a distance.
Entering the store, accompanied by the warm and high-pitched welcome of the sales team, what comes into view is a huge "leaf vein", and the green, environmentally friendly and natural attributes are about to come out, which coincides with BYD's brand vision of "cooling the earth by 1 °C".
The entire exhibition hall was changed to black and white gray as the main tone, supplemented by ultra-clear large screens, floor-to-ceiling glass, minimalist sofas and other decorations, which is similar to the atmosphere of the current popular science and technology products exhibition hall, jumping out of people's traditional cognition of the car dealership style.
Turning around and looking at the Tang, Han, Yuan and other scientific and technological senses displayed in the store, the "net red" dynasty series that are intelligently pulled, the new energy value attributes they carry are infinitely magnified.
Of course, "change" is not only the surface, the texture and temperature of the service, permeate all aspects of the platoon. In this 4S store located in the downtown area, the newly planned functional area is powerful and clear.
In addition to the vehicle display area and video playback area, the exhibition hall also set up a water bar area and a children's toy area, and the entire car purchase line is reasonable, the experience is friendly, and it is full of humanistic life atmosphere.
In the after-sales service reception area, it is also equipped with bar area, reading area, film and television area, competition area, Internet access area, smoking area and so on without interfering with each other.
In the machine repair workshop with unique holes, there are 10 rapid maintenance stations, 10 maintenance stations, and nearly 30 professional maintenance technicians are on standby.
Order a drink, scummage into a large and comfortable seat, watch a book or movie, scan the maintenance progress video at any time, or look at the maintenance process through the glass window, so that the boring waiting time has become a rare time alone.
Such an experience makes Che Weijun, who is a BBA car owner, feel as if he is in a luxury brand 4S store.
But the change is not overnight, years of experience and polishing, so that BYD dealers closely follow the pace of high-speed iteration of the brand, with a warmer, more textured service to feed consumers. This is also the key to the 4S store of Jinwei Ruitong to win the recognition of 40,000 car owners.
Deeply stunning: Benchmark BBA's service texture
Because the arrival time was earlier than agreed, Che Weijun "secretly visited" as an ordinary car customer, and in the process, he was amazed by the sense of ceremony and experience of the service everywhere.
From the exhibition hall to see the car, test drive, to the guest rest area rest, visit, everywhere you go are warmly received by the staff, it seems "hello" "Please ask you something to drink?" "Do you want to take a break?" And other greetings have become their "mantra".
This makes the flattered Che Weijun breed a "swipe my drop card" impulse to buy a car at any time. Don't feel too good about being a guest.
According to Wang Wei, general manager of Jinwei Ruitong 4S store, in addition to deeply cultivating products, BYD has always guided dealers to polish textured services in a targeted manner, and the service concept of "being diligent and sincere" has also been derived.
In the after-sales service area, you can see the Slogan of "sincere service" everywhere. In the conspicuous position on the wall, there is also a BYD service convention, in which the four major commitments and two major propositions are impressively written with the words of price transparency, and never bundled sales, shoddy charging, etc., and also clearly marked the price of a variety of oils. You know, this is a promise that only mercedes-benz, a century-old luxury brand, dares to make.
BYD has "changed", it is no longer our traditional perception of the car brand, nor is it just a new energy "unique show" that is rushed out by product value, and its service value is also growing and changing. The traditional business model of you buying and selling is changing to the value transmission mode of experience and feeling.
According to Wang Wei, the level of service refinement covers every aspect of consumers from entering the store to leaving the store. Take the water bar in the exhibition hall as an example, "Enter the store with a bottle of water, sit down with a drink, and serve exquisite pastries." Adopt the method of double-post reception, that is, the method of active reception outside the hall, so that customers feel the warmth of reception. At the same time, they also tried to increase the fragrance of the exhibition hall, maintain the hygiene of the exhibition vehicles, and increase children's entertainment facilities, thereby increasing the length of stay of customers in the exhibition hall.
High-end has become the key to product performance and service quality to feed back the reputation. And all of this is integrated into every detail of the service.
In the Jinwei Ruitong 4S store, as long as you make an appointment for service by phone or APP in advance, then, when entering the store on the same day, the license plate identifier will be broadcast for the first time, and the service consultant will give priority to receiving dispatched workers; for the owners who are busy at work and have no time for maintenance, they have specially created a sincere starlight service that extends the service time (17:30-20:30 waiting for your arrival at any time), and even provide door-to-door pick-up and delivery services; fast maintenance channels and difficult repair channels can complete maintenance and repair in the shortest possible time Independent claims area, with BYD Jingcheng sheet spray certification management team and maintenance technicians, to provide more professional services; Jingcheng sheet spray fast spray workshop, greatly shorten the delivery time, to solve the urgent needs of car owners.
In all aspects of car selection, car purchase, car use, and maintenance, from BYD manufacturers to dealers, they will deeply consider the feelings and interests of consumers. There are professional test drivers for the test drive, and the owners of high-end models such as Tang and Han will also have exclusive staff to dock the car problem after picking up the car, and establish a multi-to-one group chat system, and the heads of various departments in the 4S store will communicate with the owners in a timely manner in the group, and enjoy the honorable service at any time...
Commissioner, professional, attentive, the original focus on technology BYD to do everything to practice the spirit of research, and constantly enterprising.
Refine service products, enhance consumers' sense of service experience, and make BYD stand out among many car companies. It is reported that the market share of BYD products is also rising in Tianjin.
Che Weijun language
Since 2022, the topic of BYD has continued.
As the first new energy vehicle company in China with monthly sales of "100,000 +", BYD's average selling price per vehicle has reached 150,000 yuan. This means that BYD's products are moving towards high-end.
From the people-friendly and cost-effective to the high-end, it is far more difficult than imagined. This change of stereotype is not enough to increase the value of the product, and the strong support of service and word of mouth is the focus.
Through this in-depth visit to the store, Che Weijun's worries were completely dispelled. The strong original intention of car manufacturing and service foundation have allowed brands and car dealers to go in both directions and won the absolute recognition of consumers.
WITH THE ADVANTAGES OF THE WHOLE INDUSTRY CHAIN AND A STRONG TECHNICAL SYSTEM, IT CAN GO TO TODAY'S HEIGHT, ON THE ONE HAND, DUE TO THE DIFFERENTIATED PRODUCT EXPERIENCE AND SERVICE UPGRADE, ON THE OTHER HAND, REDEFINE CONSUMERS' IMAGE COGNITION OF THE BRAND AND FORM A HIGH RECOGNITION OF THE BRAND POWER IN THE HEARTS OF THE AUDIENCE IS THE TRAFFIC PASSWORD OF THE BRAND.