(1) The maintenance industry is very mature and belongs to slow heating type. The longer the service life of a car, the better the business. Maintenance "bought a house, the most basic facilities are indispensable."
(2) The decoration, film pasting, audio and articles in the service industry belong to the fast-heating type, and need to be decorated when buying a new car, such as "decorating according to different personal needs after buying a house", and then daily car washing, beauty, maintenance and quick repair need to be done continuously every year. One-stop service center has covered all uses except major repairs.
4. Development potential of automobile service industry: The automobile aftermarket has great potential. Based on the average car price of150 thousand yuan, the cost after buying a car is as high as 300 thousand yuan. Based on the number of 250,000 vehicles, plus the annual growth rate of 15%, the business projects of one-stop automobile service center account for about 50% of the whole automobile aftermarket consumption share.
5. Present situation of automobile service industry: poor service awareness, lack of industry management experience and low quality of employees are the biggest obstacles in this industry. The car wash is not clean, the car is not received in the store, and no one is greeted in the parking lot. How can the owner trust you to do other high-tech projects for his car if such a simple thing can't be done well? The most important thing in the automobile service industry is service and professional technology. "There are no loss-making enterprises, only incompetent executives." The key of one-stop automobile service center is high-level service and professional technology, so as to meet the needs of car owners for high demand and noble consumption level, because in China, car owners widely represent high-quality consumer groups. As long as there is high-quality service and professional technology, car owners can get the most intimate service. In the next 5- 10 years, the market will change from the current customer competition to the sales terminal competition. From price and advertising competition to product, technical content and added value competition. From product competition to brand competition. Capital competition turns to talent competition.
Benefit advantage of intransitive verb chain direct selling
(1) unify business philosophy/management/service standards/store image to form large-scale operation.
(2) Effectively improve competitiveness and quickly form a brand effect.
(3) It can reduce the inventory of each store and flexibly allocate it to achieve the effect of small investment and large income.
(4) Effectively improve the utilization rate of human resources.
(5) As a result of the chain effect, customers will sincerely trust and the product quality will be more effectively guaranteed.
(6) The chain has a large scale, and it can be purchased directly from manufacturers, with lower price and more favorable supply conditions, thus reducing the purchase cost.
(7) A high degree of organization, stronger market competitiveness, lower operating costs and lower risks, so as to realize real economies of scale.
(8) In the future, the products or brands represented by the company are not easy to be passive due to market changes, and can be effectively digested by their own retail networks, which can quickly form a regional brand effect in the short term.
(9) No matter our customers are in any of our chain stores, they can get the same service, which is more convenient for customers, thus easily generating directional consumer trust and dependence.
Seven. Risks of direct chain operation
(1) There is no risk in the chain operation itself, and the risk comes from the operator or management.
(2) Risks brought by the market. As far as the automobile service industry is concerned, it is a sunrise industry at present, and there is no risk in the market itself. )
(3) Risks caused by poor guidance from headquarters or deviation in information transmission and advertising.
(4) To avoid risks, we must first pay attention to market research, do a good job in self, industry and chain evaluation, and constantly change, optimize and improve the business model.
(5) Brain drain, especially the loss of supervisors and store managers. The key to do a good job in chain direct selling is to take a chain model with its own characteristics according to its own actual situation.
Eight. Human resources focus on the afterlife of ancestors, and opportunities favor those who are prepared:
(1) The automobile service industry is now in the early stage of rapid entry. It only takes 4-5 years to enter the saturation period, and the opportunity is fleeting. As long as it takes one to two years (or less) to do a good job in human resources reserve, we must do a good job in this long-term project, adopt the practice of putting our ancestors in the future, and lay a solid foundation for expansion. If the ancestors are in the future, they need to dare to raise "idle" people.
(2) Good projects lack good talents. Without talents, even the best project will fail, just like "looking for soldiers in war is doomed to failure"
(3) Having good talents, a good group atmosphere and a good stage will naturally attract more talents. The so-called ancestors' future is that human nature is more important than technology, specialty and experience, and technology, specialty and experience are also very important. However, technology and majors can be learned, taught and accumulated, while people's morality, personality, work ethics, ethics and values are deeply rooted and difficult to change.
(4) People should learn from the past and rely on talents to do more harm than good. Those who can be dug up lack loyalty and even a sense of belonging, and will be easily poached by competitors in the future. Of course, it is also good to dig people in the early stage to train and impart technology and professional knowledge. Good character and loyalty to the company are good, but there may not be many such people.
9. People-oriented management, rational system and humanized management.
(1) Managers should be "guides, not housewives". Because the regulations are dead, people are alive, and the system is imperfect, which needs to be constantly improved in practice. Managers must be honest and fair, and the punishment should be implemented vigorously, but don't punish them for starting work, and let the punished people know where they are wrong, so as to avoid resentment.
(2) Project supervisors and managers should have professional knowledge and training ability, and new employees with management ability must be enriched at the grass-roots level before they can participate in management.
(3) Management should know how to respect subordinates, criticize subordinates privately and praise subordinates publicly. Employees need a good mental outlook and a good attitude to infect customers, and customers don't come to see employees' faces.
(4) The organic combination between departments makes everyone become an eagle, while the team becomes a wolf pack, so as to exert the team strength. (5) Create a level playing field and give employees the greatest development space. The imperfection of talent environment and development space is the main reason for brain drain, which will hinder the healthy and steady development of the company. (6) Management must participate in grass-roots work, so as to find problems and solve them effectively.
(7) Strengthen employees' ideological education, and let employees deeply realize that customer satisfaction is the starting point of our work.
(8) Establish employees' sense of responsibility and self-confidence, avoid employees' vague work mentality, regard work as a burden, and let employees have the mentality of "fighting for themselves" in order to effectively improve their work initiative.
(9) Hold a work summary meeting for supervisors and above once a week, so that they can get used to making a good work plan and give more constructive suggestions. Hold a staff meeting once a month, so that we can find problems, listen to opinions, constantly optimize our system, and find more talents.
(10) Cultivate employees to have good quality, change bad habits, and avoid such unpleasant events as subconsciously shifting the responsibility to customers, shifting the responsibility among employees, and quarreling among employees in front of customers.
(1 1) We should attach great importance to the life and welfare of employees and create a good environment for work, entertainment and rest.
(12) every employee, especially middle-level management cadres, should keep learning, improve themselves and adapt to the changes in the market, so as to be invincible. Note: To do a good job in management requires a complete system and the executive power of managers at all levels. The key to finding and solving problems in practical work lies in the overall quality of all management levels. Modern management does not need to emphasize the sense of dignity, efficiency and results are the most important. Wage can't bring stability, and it's not everything. What employees need is recognition and respect, and a pleasant working environment, which will make employees more creative and active in every working environment.
X. The first step of direct chain is to build a flagship store.
(1) Invest in a high-standard large-scale (about 800 square meters or more) one-stop automobile service center (flagship store), and at the same time strengthen advertising, expand the momentum, and prevent someone from getting there first.
(2) The main function of the first store is to collect industry information, understand local consumption, cultivate talents, accumulate experience and prepare for chain direct sales.
(3) There is no shortage of technical personnel in the automobile service industry. As long as we use the treatment higher than the industry, recruit industry elites, strengthen ourselves, and at the same time achieve the goal of weakening competitors, we can quickly train talents for chain stores.
(4) There should be a flagship store within a radius of 50-80 kilometers, and the rest are branches. The flagship store covers more than 500 square meters and the branch stores cover more than 300 square meters. Flagship stores are mainly used as technical support to effectively make full use of human resources and reduce the expenses of high-paid technicians.
(5) Set up branches with a radius of 3-5km, and the locations should be in busy roads and intersections, middle and high-grade residential areas with high occupancy rate, and mature automobile service industries near automobile trading centers.
1 1. business philosophy: firm customer-oriented company philosophy.
(1) Let every employee know that the power of service comes from a deep understanding of service. Because customers refuse products, 70% has nothing to do with products, which is caused by poor service. Products are tangible and services are intangible. The profit of automobile service industry comes from high-quality service, and high-quality service is also the foundation of the company in the industry.
(2) Establish a customer-friendly service concept, let customers feel beyond expectations, and let customers get the most satisfactory service, and the satisfactory service can stay with customers, because the cost of acquiring a new customer is five to six times that of retaining old customers, who are emotionally dependent on the company and are also the most enthusiastic and effective volunteer propagandists of the company.
(3) Establish a service and complaint hotline to facilitate customer consultation and complaints, and encourage customers to complain. If it is inconvenient to complain, customers seldom complain, which will lead to the company not getting information feedback, resulting in a large number of customers losing. The lost customers will tell others their dissatisfaction, thus taking away potential customers and seriously affecting the company's reputation and profit sources.
(4) Establish a customer file center, so that as long as the customer's vehicle arrives, whether in the head office or the branch office, we can quickly know what services the customer has received here, effectively and quickly provide customers with accurate and in-place services, avoid low-level mistakes, and do a good job in customer return visits.
(5) Establish a good sense of service, ensure that customers are always right, and no disputes with customers are allowed. The middle-level and above managers who have such incidents should be jointly and severally liable and punished according to the circumstances. The parties concerned will be severely punished financially and dismissed immediately.
12. Sales is the most important department in every store: without sales, everything is equal to zero. Sales staff should recruit people with sales experience, just give them relevant industry training, and then strengthen service concept/product knowledge training.
Thirteen. Training focuses on sales, project managers and technical backbones.
(1) Pay attention to the cultivation of personal morality and mentality. Only with good moral character can we manage others well, take responsibility for ourselves and take the lead regardless of personal gains and losses.
(2) Pay attention to professional and technical training, combine theory with practice for training, try to avoid the management phenomenon of laymen in charge of experts, select talents with good training potential, and make good reserves for the company's future chain operation. Training should determine the concept that "giving a fish can only make people have a full meal, but teaching people to learn to fish can make people benefit for life".
Fourteen Specialized technical training
(1) In the early stage, single professional training is the main training, and multi-project rotation training is carried out in the later stage, so that they can become all-round technical talents, and the company does not have to be affected by the loss of a certain technical talent.
(2) Technical training should be accompanied by sales skills training content, so as to effectively help sales, because technicians are more easily accepted by customers.
15. sales training: sales is the most important part of training, because professional sales in this industry is the weakest link.
(1) Sales training should focus on practice, and sales personnel should have good professional knowledge, know the performance and price of all products and the collocation of products.
(2) In the early stage, we mainly focus on single professional knowledge, while training other project knowledge. In the later stage, we will conduct multi-project training through rotation, so that they can have effective and comprehensive sales ability.
(3) All employees should undergo induction training, strengthen the service concept, and the service standards should meet the standards of star-rated hotels, so that all employees should have a deep understanding of the meaning of service and become a veritable elite in the automobile service industry.