Founded for 12 years, the largest BYD 4S store in Tianjin, the first sales volume in Tianjin for 7 consecutive years, serving nearly 40,000 BYD customers... From the difficult climb in the initial period, the difficulties after the Tianjin double limit, to today's soaring progress, this old store and BYD have come all the way, together with the same city partners to create the top performance in Tianjin.
What kind of BYD 4S store is this?
A few days ago, the author had the honor to participate in the theme interaction of "Moving To the New, More Than What You See - Punching Card BYD Tianjin Jinwei Ruitong 4S Store", and had face-to-face exchanges with Zhang Wenwu, investor, chairman of Tianjin Jinhuitong Investment Co., Ltd., and Wang Wei, general manager of 4S store, and personally felt the good results achieved by this old store in front-end sales, after-sales service, customer care, and cultural construction.
The image of the new 4S store of BYD Dynasty Network chooses "a leaf" as the core design language, symbolizing green, environmental protection and nature, and is integrated into the store design, presenting a new visual feast. The façade is made of highly textured aluminum-plastic panels and transparent and high-brightness glass, making the whole building more simple and atmospheric. The design of the solid curtain wall on the right has added an element of "dragon whiskers" to outline delicate lines and increase the aura of the building. The left side is equipped with a red dragon scale standing windsurfing board, which makes the building more eye-catching.
Inside the store, the first thing that catches your eye is a huge "vein of leaves", alluding to the crisscrossing urban transportation network. The interior of the exhibition hall has a simple color match and a clear division of functions. The design of the after-sales service area adopts a large number of wood grain colors, which will give people a more comfortable and natural feeling.
With the gradual growth of BYD's brand and products, Jinwei Ruitong 4S store has also kept pace with the times, constantly adjusting its development concept and management methods to adapt to the ever-changing and ever-changing automobile market. And people, play a decisive role, this is precisely the unique advantage of this old store.
The middle-level backbone of Jinhuitong's 4S store has 20 years of experience, more than 15 years of old employees account for more than 50%, Jinwei Ruitong 4S store general manager Wang Wei from college and Chairman Zhang Wenwu worked together, forming unreserved trust and intimate tacit understanding with each other, which is a huge wealth for the company.
Let employees "die" for more than ten years to work for a company, which is a bit out of step with the era when everyone is busy jumping jobs and rising, what is the magic of this ordinary-looking 4S store?
Chairman Zhang Wenwu solved the mystery for us. Jinhuitong Group has been established for 20 years, all management positions are cultivated by themselves, on the one hand, to ensure loyalty, so that employees get real training and training; on the other hand, the group provides employees with a platform for development, with the continuous expansion of the group, every employee has room to rise. Pay attention to the work and living conditions of employees, find problems and adjust in time, keep up with the development rhythm of BYD manufacturers, improve professional quality and ability, and serve every customer with heart. In this process of self-development, Jinwei Ruitong 4S Store has also completed the employee management mechanism from the traditional performance-oriented to the value-oriented transformation. At present, there are 30 sales elites, all of whom have undergone the iron army training camp and store-side training organized by the manufacturer, and the work ability is outstanding.
The personnel stabilized, the business level went up, and then, General Manager Wang Wei began to integrate and optimize the existing sales business, from the traditional you buy me sell sales model to the value transmission model of experience feelings, especially paying attention to the customer's test ride test drive experience. What is more valuable is that the test drive of the Jinwei Ruitong 4S store is not for the purpose of closing, and the vision is long-term, focusing on the cultivation of potential customers. On the basis of nearly 1,000 groups entering the store every month, the test drive rate exceeded 60%.
As the saying goes, the details determine success or failure, the personnel is strong, the new model of the Jinwei Ruitong 4S store, in the details of the "dead key", so that customer satisfaction is reflected in every aspect, even the inconspicuous level. Careful friends will find that General Manager Wang Wei's office faces the exhibition hall, the floor-to-ceiling glass window is "double bright", and every detail of the staff's service to customers will not escape his fiery eyes. The delivery link that peers do not pay much attention to also makes General Manager Wang Wei full of ceremony. Set up a delivery exclusive consultant, prepare exquisite gift boxes for delivery customers, and explain the precautions, maintenance time, warranty policy, claim process, etc. of the vehicle one-on-one for customers, so as to deepen the customer's impression of BYD's high-quality service, so as to achieve a virtuous cycle of pre-sales and after-sales.
The biggest change in The 4S store in Jinwei Ruitong over the years is that the sales management work has changed from the traditional result-oriented to the process-oriented. The core of the operation of automobile dealers is the pursuit of sales and profits, but this two-way pursuit will inevitably make the competition more fierce, and there is no innovation among peers except for price. Thanks to the strict control of BYD's market order and the ultimate requirements of service quality, Jinwei Ruitong 4S store is adjusted in a timely manner, the management direction of the management personnel is mainly to do a good job in the reception training of the service process, half of the performance appraisal is adjusted to the management results, such as quality secret visits, NPS net recommendation value, etc., to do the most basic reception service, delivery service, itself is a core competitiveness.
Front-end sales management level has been greatly improved, after-sales service naturally can not drag its legs, Jinwei Ruitong 4S store wants customers to think, the launch of jingcheng starlight service, owners can choose to go to the store every day 17:30-20:30 to repair, maintenance, to ensure that customers will not because of "no time, to queue, will be stuck in traffic, with the family" and other objective factors can not go to the store experience service, for all areas of struggle BYD car owners to provide the warmest service.
In addition, Jinwei Ruitong 4S store has also launched special services such as door-to-door pick-up and delivery of cars, sincere sheet spraying, etc., matching the certified management team and highly skilled maintenance technicians, so that maintenance will no longer become a time-consuming and laborious "trouble".
In 2018, BYD took the lead in proposing the brand upward concept, and clarified the clear strategy of "technology up" and "quality up" to drive "brand up", leading BYD Automobile to burst out of amazing development momentum. BYD takes the brand renewal, technology renewal and product renewal to "go to the new", through store upgrades, service upgrades and other initiatives, leading dealer partners all the way forward.
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