A couple in the store and the staff kept the theory and shouted loudly; a car owner asked the maintenance staff in the maintenance area and then went out in anguish; a pair of couples came to the store to look at the car, but eventually disappointed due to the misunderstanding of the health conditions and communication. ......

All this bad thing happened in Great Wall Motor's 4S shop, but if you think this is a video of a reporter's unannounced visit, then you are wrong. In fact, this video comes from Great Wall Motor's "determinate terminal" promotion conference. In the face of more than 1,500 representatives of the Great Wall automobile dealers and dozens of media reporters across the country, why does the Great Wall Motor blew its "ugly"? On August 19th, Great Wall Motor’s “Determined Victory Terminal” promotion conference was grandly held in Beijing. The core topic of the conference was “Change Marketing Mode Leading Winner Terminal”. In fact, the "determination of the winning terminal" is an important project that Great Wall Motor has always been advancing in the past two years. A special conference is convened to express the determination of change and smoothly advance the work.

The “Decide Termination Terminal” project of the Great Wall Motors Winning Terminal Conference is intended to transform the marketing model, increase customer satisfaction, and eliminate customer complaints. The project will be divided into several phases, each of which lasts for 100 days. Each phase requires the complete resolution of several service aspects. The problem. At present, this plan has been carried out to the second period.

Great Wall Motor President Wang Fengying (Weibo)

The first change: strategically, from the market leading to "pay more attention to customer satisfaction." Wang Fengying, president of Great Wall Motors, said that the marketing of the Great Wall is based on corporate strategy marketing. The previous major marketing goal of the Great Wall was "market leader", but since this year, the Great Wall has adjusted its core marketing strategy. "Customer satisfaction" will become the two core strategies as well as "market leader." She said that the market leadership pursued by the Great Wall is not only a leading factor in product sales, but also the pursuit of satisfaction in the sales and service satisfaction. The “determined winner” is a systematic project based on the marketing reform under the new corporate strategy.

The second change: Marketing, customer satisfaction as the core innovative marketing service model. The Great Wall's marketing revolution is mainly focused on three directions: the change of customer concept, the change of marketing model, and the change of cooperation model.

The reform of the customer concept mainly revolves around building a credit system, creating a worry-free service, and deepening customer care. The changes in the marketing model include: the profit model before and after the innovation, the innovation sales, the satisfaction process of the service, and the network competition model of the innovative classification agency. Innovation policy, incentive and evaluation value system, innovative SSI index measurement and assessment system, innovative online video and terminal video promotion and application platform, and building a full-process data-information sharing platform.

The transformation of cooperation models with distributors will focus on the following: strategic cooperation model for brand franchise, cooperation model for regional exclusive agency, “1:N” deputy agency business model, entry and exit model for survival of the fittest, used cars and automotive supplies. Operating model.

The third change: On the brand, establish a long-term mechanism to enhance the brand's soft power. As the auto market enters a stage of slow growth and stable development, in the low-end and middle-end markets where product quality homogeneity is severe, the focus of competition among enterprises has gradually extended from the original “hard power” such as product quality to the “soft power of marketing services”. "The competition between.

“Customer Satisfaction” is of crucial importance to the healthy and sustainable development of automotive brands. It has a major impact on the brand loyalty, brand recommendation and brand premium ability of the owners. As with the brand promotion, the improvement of customer satisfaction is a long-term project that requires long-term mechanism protection.

Preparing for danger in peacetime, "soft power" drives "hard products"

In the past, dealers' conferences of auto companies mostly used the theme of “song praise for praise”, while the Great Wall conference focused on model changes and showed the determination of change in various forms such as self-review, benchmarking, and situational simulation. In fact, the service of self-owned brand auto companies has always been a big problem, but no one dares to analyze the issue so plainly and make it known to the public, because once the service problem is rectified, it is injurious. Why does the Great Wall dare to be the leader?

Many reporters in the industry know that Wei Jianjun, chairman of Great Wall Motors, is a "technical fan." Great Wall Motors has therefore put a mark on its product quality and relatively despise service. In fact, the survival of the Great Wall, which has always focused on products, is not bad. For example, in the first half of this year, Great Wall Motor's year-on-year growth reached 17%, and the increase was even higher than the industry average, while sales of many independent brands fell sharply.

The Great Wall can be prepared for danger in this situation and make great efforts to improve customer satisfaction. It is indeed rare. Wei Jianjun frankly stated that the Great Wall had previously embarked on a detour in understanding the value of customers. For example, the Great Wall Wizard publicized itself as a “technical surplus,” but now the Great Wall has made customer satisfaction the most important strategic goal, and has ensured excellent product quality. Based on the innovation and transformation of marketing services, customer satisfaction is improved. The Great Wall has realized that the future automobile market fights for service. Only by upgrading "soft power" can we tie in with "hard products" and stand firm in the market.

Communication and encouragement to prevent distributor problems, purchase restrictions, high inventory, poor service, sales decline, "own brands to life and death" has become a consensus in the industry, and some even assert that "the next two years will be independent brands will die a third." Many self-owned brands have begun to save themselves, promote price cuts, push new products, and engage in propaganda; the methods have emerged in an endless stream, but most car companies are not aware of the root causes.

It is undeniable that in recent years, the quality of the products from the main brands has made great progress. Some products can even be comparable to joint venture brands, but many consumers have given up their own brands because of service, maintenance and other issues. When the company is aware of the problem, why does it deliberately avoid it?

“One, if the dealer is forced to change, it will cause the dealer to withdraw from the network; Second, the quality of self-owned brand dealers is generally not high, training on them can indeed improve the quality of service, but after the promotion of many dealers turn To be a joint-venture brand." A self-owned brand car company hit the nail on the head.

Great Wall Motor also has these problems. For this reason, President Wang Fengying has given a solution: “As long as it is a change, there will certainly be resistance. But as long as we carefully analyze the internal and external environment and favorable conditions, establish an objective and reasonable change. Objectives, and consider in advance the possible adverse factors, enhance the confidence of terminal distributors, enhance the positive expectations of future changes in the results, so that the organization members understand the progress of the changes and the benefits it brings, the resistance to change will be greatly reduced.”