Gong Daxing, the chairman of SWM Auto of Xinyuan Holdings, who is called "Gong Dadan" by the domestic automobile industry, made a bold voice on several online platforms last night (February 18) 19:00, and gave a wonderful speech to nearly 30,000 online audiences with rich dry goods exceeding 1 hour.
Four major online services to break the epidemic dilemma
In the past, the upstream and downstream professional operations of automobile R&D, production, sales and after-sales industries mostly relied on offline communication and on-the-spot operations of enterprises in the industry. Therefore, during the epidemic prevention and control period, policies such as delaying the start of construction and preventing gathering in many parts of the country have become a major blow to the automobile market.
Among the anti-epidemic strategies shared by Gong Daxing, the "four online" innovative methodology proposed for the first time can help the domestic auto market break through the dilemma, bring forth the new and enhance its vitality.
First of all, through online channels to achieve effective transmission of information, so that users can get a deeper understanding of products and services with zero contact; For the identification and mining of new users, the contact and communication of old users, the offline mode is temporarily changed to the online mode; If you can't return to work on site, you should also try to obtain and serve customers online; In the transaction link, the zero-contact online transaction process will also become a safer and more reliable guarantee for customers.
In view of the problems that consumers can't go out during the epidemic, employees can't return to work, and offline transactions are stagnant, Gong Daxing suggested that enterprises should provide online services at least at four levels: content, users, employees and transactions. These four online services are not only a good way to deal with the epidemic dilemma, but also an important way for the future development of four-dimensional vehicles.
Grasping the needs of users is the biggest development opportunity.
In online sharing, Gong Daxing said that "this epidemic is not a' disaster' for enterprises, but more like an opportunity for the industry to re-rank." Who can make full preparations to seize the opportunity, who can surpass the opponent to the future.
In Gong Daxing's view, no matter for car companies or other industries, we must seize every opportunity to grab users at this time, and at the same time seize the pain points of customers to become development opportunities. The new network marketing mode should also develop rapidly, and R&D, commodities and sales should ensure positive response.
Judging from the recent frequent actions of Sway Auto, the Sway team led by him has begun to actively practice these concepts.
During the epidemic period, consumers were not free to go out to see cars and buy cars, so Sway Motors provided the service of "seeing cars online". On official platforms of "SWM Sway Auto" such as WeChat account and car home, consumers can watch cars online, consult remote information, or watch cars and book cars without leaving home through Sway's one-to-one WeChat online service.
New and old car owners are worried that they will not be able to enter the station for maintenance on time due to the epidemic. The "Three Caring Services Action" launched by Siwei Automobile provides extended services within 3 months or 3,000 kilometers for this kind of new car maintenance, routine maintenance and quality claims, which is full of humanistic care and warmth.
In view of the safety pain points of car owners' travel, Siwei Automobile comes standard with an air filter that can effectively filter harmful substances such as air dust, liquid, germs and aerosols, and wears an efficient protective mask for the car to make car owners feel more at ease.
In terms of car purchase concessions that consumers are particularly concerned about, in addition to the policy of "1 yuan to snap up Sway G0 1, with interest of 0 for three years", Sway Auto also has a series of special concessions, such as the minimum down payment of 3,999 yuan for car purchase, the highest discount of 1 1000 yuan for manufacturers, and sending a fuel card when booking a car. , and the old and new free maintenance.
Under the development dilemma of COVID-19 epidemic, "how to ensure their own survival" has become the primary problem for domestic automobile manufacturers, brand dealers and production suppliers. And the problems that need to be solved urgently in the whole automobile industry chain. Faced with unprecedented challenges and opportunities, many viewpoints boldly put forward by Chairman Gong Daxing may not be the standard answers to solve problems, but they are of great reference significance for enterprises to get rid of difficulties under the current situation. As for the final effect, the market will have its own conclusions after the epidemic.
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.