The "tall" trend of the independent brand

Ordinary people change makeup and celebrity makeup, which one does the viewer like to watch more?

Needless to ask, it is natural that ordinary people change makeup to have a more visual impact. From an inconspicuous person in the vast sea of people, changing makeup into a beautiful and lovely child, the viewer will naturally be moved.

And today, the protagonist that Che Weijun wants to say is like a plain person changing makeup to give us enough surprises and imaginations.

A wave of "transformation" like a sea of mountains has subverted our cognition by subverting the "façade" of independent brands.

High-end does not lose temperature, and there is foresight in feelings.

He has long since become silently what we did not think.

Once upon a time, the sales terminal of its own brand in the eyes of the public was as pragmatic and simple as a simple person.

Self-owned brand cars have won the favor of the market with economic affordability, and in the eyes of consumers, it is also natural for store hardware and service software to match the price. The exhibition halls are full of exhibition halls, the "big brand" propaganda posters, and the compact and simple guest rest areas, it seems that the requirements are harsh, and if you want to be good and cheap, you must compromise with the service.

But now, it seems that we should abandon the solidified cognition and re-examine the dealerships of our own brands.

Because, their changes have completely subverted our cognition and led the new trend of sales and services.

Cluster new: Change is all-encompassing

Seeing is believing, not false at all. If we don't really walk into the 4S store of our own brand, we will not feel the change in all aspects.

Whether it is store decoration, functional partitioning, or even fruit and vegetable drinks, it is almost the same as the luxury brand 4S store in our impression, or even more than that.

Take the recent Che Weijun tan shop through these stores for example, the speed and degree of butterfly change of independent brands are really impressive.

Stepping into Changan Automobile Tianjin Dasi 4S store, the Nordic style design, the spacious environment and comfortable atmosphere in the store give users a very comfortable first feeling. The customer lounge area is even more unique, and the large bookshelves on the second floor allow customers to enjoy waiting for the car here comfortably.

Comfortable brand sofas are staggered around the bookshelves, not only to ensure everyone's safety in this special period, but also to implement the details of Changan Automobile's humanized services, increasing the spacing space and allowing users to avoid the embarrassment of people. Starbucks coffee and a variety of dessert fruit plates are also available. Coming here is not like being in a 4S store, it's more like spending a pleasant afternoon in a bookstore.

In addition to this style of Changan Automobile, some brand 4S stores have integrated the brand's genes into the design of the storefront. For example, the BYD Jinwei Ruitong 4S store is in accordance with the image of the new 4S store of BYD Dynasty Network, choosing "a leaf" as the core design language, and also integrating the bydir auto dragon face design concept into the store design. In addition, in terms of appearance design, the design of the physical curtain wall has added the element of "dragon whiskers", with red dragon scales and sailboards, which is unique. The clear division and reasonable circulation of the store highlight the increasingly high tone and taste of the independent brand.

Coincidentally, the new Chinese style of FAW Hongqi Tianjin Aojitong Dasi Store is also refreshing. Chinese-style furniture with screens, partitions, etc. highlights the tone and taste of the Hongqi brand. Hongqi Automobile, which is already shouldering the inheritance of Chinese aesthetics, blooms with a brilliant light in such an exhibition hall, which makes people feel full of traditional Chinese aesthetic scenes blending and intending to be interesting outside the object.

The full Chinese style also means that as the earliest national brand red flag, it has the thick accumulation of excellent genes, from the inheritance, after several storms of innovation, do not change the original intention, and practice the spirit of cultural self-confidence.

In addition, Lynk & Co's industrial style and Nezha's Nordic style also have their own strengths and are worth playing. The trendy, fresh and relaxed atmosphere they create not only conveys the brand's philosophy, but also allows customers to find a sense of belonging that "wins my heart".

Of course, what we see is only a drop in the ocean of independent brand sales terminals, but even a glimpse of the leopard is enough to give us a new understanding and confidence in our own brands.

Focus: Service works

As a façade, the hardware upgrade of the point of sale is only one part of the multi-dimensional upgrade of the brand image. Behind the change, there is a more wonderful existence.

It is true that it is not only car companies that are experiencing industrial upheavals, but also car dealers at the end of the industry.

In this great change, the sales terminal is at the forefront, the most profound and most direct feeling, and the drive store upgrade is not only the upgrading and evolution of the automobile circulation industry again and again, but also the active grasp and active exploration of market opportunities by independent brands.

Turning the word "service" into the most essential concept of management, it is not difficult to understand the reasons for the transformation of independent brands today. In changan automobile Tianjin Dasi 4S store, we see that like "returning farmland to forest", the office area has been reduced to the greatest extent, and more space has been given to the main body of "service" - users. The comfort and comfort of the customer's rest area, the fine and tonality of the functional partition of the store, are all prominent manifestations of service upgrades.

According to Luo Jin, general manager of Changan Automobile Tianjin Company, the standard of this store is not only in line with luxury brands, but also draws on the practices of five-star hotels in some details, such as dental floss, hairpins, leather bands, cotton swabs and other nursing products placed in the sink to fully meet the customer's management of self-image.

At present, this store has not only become changan automobile's premier star store in the country, but also a benchmark for many joint venture brand 4S stores in the surrounding areas.

Of course, in addition to the forward-looking prediction of consumer trends by manufacturers and dealers that have affected store upgrades, they have re-examined the changes in consumers' demand for the car-buying environment and car-buying experience, which is also a new factor to promote the store cluster. At a time when immersive experiences are becoming the mainstream trend of consumption, car companies and dealers also see the importance of transformation.

Mutual promotion: The advanced table is consistent

It cannot be denied that the source of confidence in all this comes more from the transformation and upgrading of the car company. In recent years, the rise speed and advanced ability of independent brands are obvious to all.

Globally, the pattern of the automobile market is constantly changing, and the competitiveness of independent brands is increasing day by day. China's auto market still maintains its own speed and rhythm of progress when it is running at a low level in the global market.

Especially in the field of continuous breakthroughs in the field of technology research and development, the configuration and quality of joint venture brands and luxury brands are not lost, making the Chinese brands full of confidence.

The upgrade of the store is not only the improvement of the brand value and channel capabilities from the center to the end, but also the product of product iteration, technology advancement, brand concept upgrade and other aggregation effects.

Therefore, on the one hand, such innovation allows consumers to have a new sense of experience, and gives practitioners a promotion-like environment and atmosphere. A more harmonious communication atmosphere, a more pleasant office environment, and a more high-end brand positioning have also given the service personnel of the sales terminal a solid self-confidence, followed by another upgrade of the services they output.

【Che Weijun language】

Suddenly, like a spring breeze in the night, thousands of trees and pear blossoms bloomed.

While we are surprised by the rise of our own brands in all aspects, we are also looking forward to the further consolidation of the position of Chinese brands in the global market.

Whether it is the center or the terminal, the key to success is to go hand in hand and work together in all aspects.

Its own brands, which are well versed in this way, are highlighting the charm of Chinese manufacturing with their own strength.

This also gives us a future worth looking forward to.

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