Dahe Newspaper Dahe client reporter Xie Yuanli
In the context of the first negative growth of the domestic car market in more than 20 years last year, the Mercedes-Benz brand still achieved a year-on-year increase of 11.1% in the Chinese market. Among them, Mercedes-Benz North District has faced many challenges in the regional market, continued to cultivate in product marketing, customer service, customer experience, etc., maintained a healthy and steady development, and also contributed to the development of Mercedes-Benz in the Chinese market.
Talking about this year's market trend, Wei Chao, general manager of the northern region of Beijing Mercedes-Benz Sales Service Co., Ltd., said that they remain cautiously optimistic and pragmatic about the growth potential of the Chinese market. In the face of uncertainties in the development of the industry and the market, they will continue to do the right thing in the right way.
It is reported that this year's Mercedes-Benz brand will still bring a very rich product matrix, and more than 15 new or modified models will gradually enter the Chinese market. Nearly 10 of these models are SUV products, including the new GLE SUV, the new GLS SUV, the first pure electric product eQC SUV, etc., which means that this year Mercedes-Benz will usher in another "SUV year" in the Chinese market.
With the help of a strong product lineup, Mercedes-Benz North District will continue to cultivate the market this year. In the face of the current changeable situation, Wei Chao bluntly said that one of their strategies this year is to change with the times - judging the situation and going with the flow. Grasp the individual differences and changes in the needs of consumers in the north market in the general trend of change.
In the ever-changing market, what remains unchanged is the original intention that Mercedes-Benz has always adhered to, constantly practicing the "best customer experience" and bringing customers a real "temperature" service. Last year, Mercedes-Benz North Launched a number of customer experience activities with regional characteristics according to local conditions, such as the 2018 Mercedes-Benz North S-Class S-Class Car Creation Forum that "Leads the Trend of the World", the "Heaven and Earth is The Journey" 2018 Mercedes-Benz Enjoy the Beauty of the North District, the "Ice Driving Rugged Snow Battle Peak" 2018 Mercedes-Benz North Winter Ice and Snow Training Camp, and the "All the Way to the North" series of activities created around the themes of art, sports, parent-child and so on. Mercedes-Benz North District fully considers the diverse needs of customers in different regions and different models, and provides customers with customized and rich experiences.
This year, Mercedes-Benz North District will focus more on details while adapting to customer conditions, and let customers feel high-quality warm services in bits and pieces, such as providing female customers with complete sizes, neat and hygienic flat shoes when they test drive; such as in the cold winter and hot summer in the north, working with dealers to do real-time monitoring of the room temperature of the exhibition hall, etc., these may be minimal details, and the so-called subtleties can see the degree of care.
To truly implement the "best customer experience", the service capabilities of the dealer team are the key. North Zone technicians have been outstanding in the previous "Mercedes-Benz Global Skills Competition" and "Mercedes-Benz Service Skills Master China Competition" and other skill competitions, they have ensured the high quality of service with excellent technical strength. In order to keep the service level of the dealer team always competitive, Mercedes-Benz North District also plans to promote the "North District All-Star Plan" in 2019 to commend Mercedes-Benz people who have worked hard in various front-line positions and pay tribute to the extraordinary people in ordinary posts. This plan will focus on every ordinary position in the daily operation of dealers: sales consultant, service consultant, front desk, cleaning, security, etc., excavate the true stories of front-line employees, form an "all-star team" that represents the style and service level of the North District, continue to consolidate the front-line business, and create the "best customer experience" to the front-line.
In order to allow customers to enjoy more convenient services, as of the end of last year, Mercedes-Benz North District has more than 160 dealers, more than 180 outlets, not only nearly 100% completed the digital showroom upgrade, but also in Beijing and other cities to take the lead in the completion of 6 new showrooms in line with Mercedes-Benz's "2020 network upgrade plan", bringing customers a new car purchase and car experience. In the future, Mercedes-Benz will also carry out in-depth extension of the network in more potential cities in the north.
"Of course, we are not limited to pure digital growth, but continue to improve the quality of our operations. In our opinion, the dealer network is the bridge that conveys the Mercedes-Benz brand and product value to the customer. We attach importance to the healthy operation of each dealer partner, we believe that quality is more important than quantity, the pursuit of quality, quality market share. ”
Wei Chao said that they always regard dealers as close partners who go hand in hand, and have established an efficient and transparent multi-level communication mechanism with dealers, through mechanisms such as national dealer conferences, regional dealer conferences and daily dealer group management meetings to ensure efficient, transparent and open communication with dealers in various business sectors; at the same time, maintain quarterly communication with dealer groups and dealer federations, maintain close communication with independent dealers, and achieve all-round support for dealer partners. Provide real-time business coaching and consulting services for each dealer partner to ensure that in different cities, customers can bring the same quality of service.
Always adhere to the original intention of "the best customer experience" and truly implement it; walk side by side with dealers, truly hand in hand... In the interview with Wei Chao, he rarely mentioned sales figures and performance, and he emphasized more on how to improve service quality, improve customer experience satisfaction, and improve the service level of dealer teams. In his view, this is the right thing for Mercedes-Benz North to do in the right way, and the market performance will naturally come to fruition.
Source: Dahe Client Editor: Jieming Steel