Beijing Auto Show Exclusive Interview: Sun Dan from Express, Jaguar, Land Rover

[Auto Home? Personal Interview] Host: Thank you, Mr. Sun, for taking time out of your busy schedule to participate in our exclusive interview. Let’s talk about it first. How do you feel about this year’s auto show? Sun Dan: To put it simply, this year may also be affected by the epidemic. This year, from the auto show at the end of April to now, it coincides with the quarterly tasks of various OEMs and the National Day, and the early preparation time is relatively short. , but each dealer group and manufacturer attaches great importance to it. Everyone is working overtime overnight to make preparations in the early stage. It is still more complete than we expected. There may be some slight shortcomings due to time constraints in inviting customers, but just now we After a quick look, there were more people in the booth than we expected. And judging from these two days, our brand signing rate is pretty good. Today they are two stores of another group. We came here today to take this opportunity to take a look. Tomorrow it will be our group. Moderator: Our cars in 2020 were slightly affected by the epidemic. How will our operations in 2020 be like? Have we made any strategic adjustments? Sun Dan: Judging from the manufacturer's layout at the beginning of this year, we have made good progress in January. Suddenly, after the epidemic hit in February, this also dealt a heavy blow to the brand and the overall vehicle situation. The manufacturer made adjustments in February. First, it loosened the restrictions on dealers and immediately reduced the task pressure. Therefore, in the first quarter, dealers across the country completed 100% of the tasks. This is still very helpful to dealers. In this way, no matter whether it is completed A little more or a little less, and the dealers basically have no losses. This gives us confidence to move forward in later operations. The confidence of dealers is still relatively sufficient. Our group has also made a comparative response to the entire brand, starting from the line This shift to online operations can be said to be an all-round adjustment in our operating strategy. It played a great role in the recovery of our business in the next few months. It can be seen from the speed of business recovery in each store. Regardless of how good the early preparations are, this is still very helpful to us. Moderator: Our overall dealer service, whether it is pre-sales, sales or after-sales service, is very important. What do you think of the innovation of dealer sales and service models? Has our group made any business process improvements in the past two years? Innovation? Sun Dan: You see, there are only two sales models now, one is the mainstream 4S store retail model. There may be another form that is gradually becoming more similar to Tesla's online direct sales. Slowly emerging companies, or this model of Internet cars, are more common, but whether it is the traditional model or this new model , in fact, I think the more important thing is the customer experience. It doesn’t matter which mode. How can we provide a good offline customer experience? When it comes to using cars, I think customers should still come first. Whether you are trying to use self-media Well, it’s still the launch of automobile platforms, including various offline methods. In fact, more of our group has also done a lot of this kind of discussion under this year’s situation, all of which include self-media, Douyin These are the icing on the cake. We think it is the icing on the cake now, but the basic thing still needs to be done well, which is customer experience. How can we make the customer experience solid and truly make customers recognize our store, our brand, and us? The entire group of American Express recognizes that we still have to make great efforts to work on this. Moderator: We are in fierce competition. What are the strong advantages of our group? Sun Dan: I just talked about customer experience, not only for the OEM's ideas for the brand, but also for our group, the leaders are very, very concerned about this. Take the hardware facilities of American Express Group, we can proudly say that in the car dealer group We are very outstanding, so to speak. In the process of building stores for various brands, and in the process of communicating with various OEMs, many website developers of OEMs said that our appraisal standards of American Express are higher than those of OEMs. Factory standards, if you are in the store transfer process, you will also realize that first of all, the floor area of ??American Express stores is the best among the same brands. From the level of our hardware maintenance and the level of our daily personnel management, we are The investment in this aspect is among the best among various brands. This is more because we hope to bring better offline customer experience to customers. It is a recognition of our brand and our Express as a whole. This is what we have been doing What we do, especially this year, is to consider it as a key factor in our store operations.

Host: The Beijing Auto Show is open as normal. Does Mr. Sun have any models to recommend to netizens? Sun Dan: This year, Jaguar Land Rover has launched several distinctive cars that have attracted more attention from customers. The first model that is attracting more attention is the most eye-catching 50-year-old Range Rover limited edition in our showroom, which costs a little over 2.02 million. This car. I have also seen that many, many people have posted about this car in my circle of friends recently. I have many friends from the automotive media who have also called me to ask about this car. In addition to this car, it is the newly launched Defender. This model has brought confidence and confidence not only to the manufacturer, but also to dealers across the country. The current sales of this car are very good, and it has always been out of stock, including models like the 50-year-old model built by the manufacturer. There are only 3 to 400 units of this limited edition Range Rover in China. It was announced in 1970 that it was for the world. China only had 300 to 400 units at most and it was in the early stages. Therefore, this car is quite classic, so it has attracted the attention of many high-end customers. The other one is the brand new I-PACE Jaguar electric car, and the other is the Discovery Sport plug-in hybrid. This is also newly launched. Stores will soon have this model one after another. I don’t know when exactly. These four models are The current focus of Jaguar Land Rover. Moderator: The last question is, can you talk about what will happen to our 4S store marketing service model in the next few years, or at what point in time will there be a change? Sun Dan: Let me first talk about the changes in this 4S store. There have been a lot of changes in the past few years. Many single stores or stores operated by small groups have been merged and reorganized one after another and gradually developed into large groups. Whether it is from Both the operating model and this kind of fund management have great advantages. It is an operating model that single stores and small groups do not have. Nowadays, the requirements of automobile 4S stores are getting higher and higher. With the support of large groups, the follow-up Maybe in addition to online experience, offline experience may slowly return, such as the experience of the Land Rover brand experience center, and activities in clubs like this, one after another, we are also discovering that, It is becoming more and more popular among customers, and more and more people are paying more and more attention to it. Therefore, we are also considering how to improve customer experience through attracting customers online and offline. We have been committed to on this kind of discussion. Host: OK, thank you, Mr. Sun, for accepting our interview. Thank you for your hard work. Recent in-store after-sales activities before October 31, 2020 1. Maintenance users can enjoy a 50% discount on engine oil line cleaning; 2. Enter the store and enjoy free working hours and fees to replace antifreeze; 3. Clean the throttle valve, air intake, The fuel injector is given as a gift worth RMB 820 to remove carbon deposits from the combustion chamber: 4. Replace the old battery with a new one and enjoy a 20% discount; 5. Go to the store to replace the brake pads and caliper maintenance and enjoy a 15% discount; 6. Replacement free of charge. Tires (sold at cost including tax); if there are two or more tires, a four-wheel alignment will be given as a gift; 7. Free bicycles with a stored value of 3,000 yuan in maintenance fees (limited to 50% use); 8. Vehicle repair amount in a blowout accident will be less than 20,000 yuan Yuan will be given a compulsory traffic insurance gift card for the next year. (End)