Visual

Author?|?Guo?Zhen

Photography?|?Guo?Zhen

Editor?|?Jane

Produced by?| ?Bang Ning Studio (gbngzs)

At dawn, we drove from Zhongguancun, Haidian District, Beijing, all the way south, along the Beijing-Hong Kong-Macao Expressway, Xinyuan Expressway, Shijiazhuang Ring Expressway, Zhangshi The high-speed connection line travels for about 305 kilometers. After driving off the South Second Ring Road Viaduct in Shijiazhuang Qiaoxi District, turn left and then cross a road. When you look up, you can see an independent 4S store park.

This is February 23, 2020, which is the "most strenuous and critical stage" of the national prevention and control of the new coronavirus epidemic. Like everywhere, this 4S store’s testing is very strict. After we took our body temperature and confirmed that there was no problem, we had to register as a visitor before we were allowed to enter the Shijiazhuang Dongfeng Nanfang Liande Store with the consent of the security guard.

About 100 meters from the gate, two signs, NISSAN and Venucia, stand in the sun. A red banner in front of the sign reads "The park has been disinfected. Please wear a mask when entering and cooperate with registration and temperature measurement." There are three cars below the words, namely Tiida, Loulan and Venucia T70.

Following this huge parking lot is the park’s comprehensive service hall. On the left side of the service hall, some new Nissan cars are neatly displayed, and on the right side are the Dongfeng Nissan 4S store and Dongfeng Venucia 4S store. Dongfeng Nanfang Liande Store covers an area of ??more than 2,000 square meters, with a total investment of 50 million yuan and 125 employees. When we arrived at the park, because we were still in the COVID-19 epidemic period, the 4S stores had not officially resumed work, and there were few people in the park.

The predecessor of Dongfeng Nanfang Liande Store can be traced back to 2012. At that time, the construction of the West Second Ring Road overpass had not yet begun. Under the bridge was the Dongfeng Nissan 4S store, and next to it was the Dongfeng Peugeot 4S store. When the bridge was built, the Dongfeng Nissan 4S store was expropriated. The person in charge of the dealer group to which the 4S store belonged quit the Dongfeng Peugeot channel and rebuilt the original Dongfeng Peugeot 4S store into a Dongfeng Nissan 4S store.

Three years later, the dealer group leader accidentally met Shang Zonglin, general manager of Dongfeng Southern Hebei Company, and offered him an olive branch - if he was willing to enter Shijiazhuang. Dongfeng Southern has this intention - after entering the Hebei market, Dongfeng Southern has been deploying in Baoding, Cangzhou, Zhuozhou and other places, but it has not yet been able to enter Shijiazhuang.

It hit it off immediately. In 2015, Dongfeng Southern sent a store manager from the Baoding store to take over the Dongfeng Nissan 4S store. In January 2016, Dongfeng Southern announced its entry into Shijiazhuang, and the Dongfeng Nissan Dongfeng Southern Liande franchise store was established. In July of that year, Dongfeng Nanfang Liande Venucia store opened adjacent to the Dongfeng Nissan 4S store. So far, there are 5 Dongfeng Nissan 4S stores in Shijiazhuang, 3 of which are affiliated to Zhongsheng Group and 2 to Dongfeng Southern.

In 2019, Dongfeng Nanfang Liande store sold 2,704 vehicles, ranking second among the five Dongfeng Nissan 4S stores in Shijiazhuang. The target set before the epidemic for 2020 was 2,550 vehicles, and sales in January were 170 vehicles. Due to the impact of the epidemic, as of February 23, only 4 vehicles had been sold in February, namely Teana 2.0L, Sylphy, Sylphy Classic and Bluebird.

The first car Sylphy was sold on February 2. Wang Kai, general manager of Dongfeng Southern Liande Store, was deeply impressed by this. It happened to be his first time on duty that day. The customer is a young couple. They contacted the sales consultant on February 1 and made an appointment to come and view the car the next day.

I bought the car for my wife to drive to work. My wife has just finished her driver's license test and has not driven on the road yet, but she must go to work on February 3. The family was worried about the epidemic, so everyone decided to buy a car. After seeing the car on site, you pay on the spot. The husband said that he planned to take his wife out for a few runs in the evening and then drive to work the next day.

After Wang Kai learned about the situation, he arranged for a sales consultant to deliver the car to the other party's home. The car was sold on the first day on duty after the Spring Festival. The sales consultant said on Douyin video that day that he was very happy.

Walking into the Dongfeng Nissan Liande store, more than a dozen exhibition cars were lined up. Wang Kai told us that the shift will start on the sixth day of the Lunar New Year (January 30), which is one or two days later than in previous years. At first, there were six or seven people every day, including duty managers, front-line reception positions, and technicians. Later, it gradually increased to more than 20 people, and the duty hours were from 9:30 a.m. to 4 p.m.

Don’t take it lightly while on duty.

At the beginning of the epidemic, Liande Store took protective measures in accordance with the requirements of Shenzhen Dongfeng Southern Group and Dongfeng Nissan. The exhibition hall is disinfected twice a day, and employees on duty have their temperatures measured twice a day, once in the morning and once in the afternoon. At the same time, prepare protective equipment in advance, such as masks, protective fluid and disinfectant.

Most of the employees on duty come from surrounding communities, and they will take turns to work with each other during this period. They will then arrange to take off work when the Liande store fully resumes work. This is done because lessons have been learned.

On February 3, a sales manager who lives in Baoding took the high-speed train to Shijiazhuang for work. He usually lives in the community next to the Liande store, but when he came back, the community clearly stipulated that outsiders who rented houses were not allowed to enter the community. . He couldn't go back because he had a room, and it was inconvenient to stay in a hotel at that time, so Wang Kai coordinated with him to go home and work online. After that, the duty will be replaced by employees in the surrounding area who can easily access the community.

They also keep an eye on employee dynamics. The Liande store has no employees from Hubei Province, and most of them come from surrounding cities and counties, such as Handan and Baoding. They all quarantine themselves at home, and the Liande store conducts monitoring and statistics, and reports to the group and manufacturers regularly every day.

During the shift, the staff canteen was not open, and in principle no lunch was provided to customers. Staff lunches are specially contracted with a nearby restaurant, and they will deliver them after they are prepared.

Wang Kai told us that during the closure of the epidemic, there was not much customer flow in the store, with an average of two or three batches a day, generally concentrated after 10 a.m. and after 2 p.m.

Extraordinary times, extraordinary marketing. For intended customers, the main thing is to maintain, and sales consultants will often maintain regular contact with them. At the same time, they are also trying to do live broadcasts online, or the Liande store does it themselves, or it joins other stores in Hebei Dongfeng South to do it. Although consumers cannot view the car offline, they can learn about it online.

The effect is not bad. Some customers come to look at the car after watching the live broadcast. Such customers are highly directional. Through live broadcast, sales consultants can first review product knowledge, and secondly, exchange WeChat messages with targeted customers to help choose cars and solve the pain point of not being able to go to the store to see the car.

On the day we went to the Liande store, a Loulan car owner named Fu Hongwei was waiting for maintenance. His first car was a Magotan, which he bought in 2012. It was repaired many times and the gearbox was replaced. He changed the car in April last year. At that time, he was deciding between Highlander and Loulan, and finally bought Loulan for 260,000 yuan. The reasons he gave were that Loulan is more streamlined, has higher configurations, is more cost-effective, is more comfortable to sit on, and is fuel-efficient.

Starting from February 6, the after-sales department of the Liande store began to make phone calls to remind customers whose maintenance was about to expire. Whether it is sales or after-sales, the principle is not to actively invite customers to the store, but to focus more on epidemic care. For customers who are in a hurry, try to make appointments by appointment. First, it is for safety reasons, and second, the customer does not need to stay too long during maintenance.

From February 17, Liande Store began to actively apply to the community and government for resumption of work. Wang Kai said that they have made all preparations in accordance with the requirements for resumption of work. At noon on March 1, he posted a formal resumption of work message on WeChat Moments.

The following is a clip of Bang Ning Studio driving more than 3 hours and traveling more than 300 kilometers to Dongfeng Southern Liande store to visit the store on February 23. It shows more than 180 Dongfeng Southern stores across the country during the special period. The epitome of a household 4S store has left us with an unforgettable memory of the epidemic.

01.

New car showroom

▲Full view of the new car showroom of Dongfeng Nanfang Liande Store.

▲The exhibition hall is equipped with gloves and other protective equipment for sales consultants, and everyone replaces them regularly.

▲The exhibition hall is disinfected according to standards every day.

▲Discarded masks and other details are properly disposed of.

▲Every new car in the showroom is covered with protective film.

▲The epidemic has prompted some customers to decide to buy cars. Even when the store is closed for business, customers come to view the car.

▲Bangning Studio interviews consumers on-site.

02.

After-sales service

▲During the duty period, customers make appointments for maintenance every day, and after-sales service consultants pick up the car in time.

▲A female X-Trail car owner handed the car to an after-sales service consultant.

▲After-sales service consultants patiently answer car owners’ questions.

▲While the vehicle was being repaired and maintained, some customers were waiting in the disinfected lounge.

▲Customers go to the workshop to communicate with technicians about vehicle conditions.

▲During the epidemic, most customers returned to the factory for maintenance.

▲The technician inspects the chassis meticulously.

▲The technician removes the nails from the tire to eliminate safety hazards.

03.

Staff on duty

▲ Before entering the gate, employees and car owners will have their temperatures taken and their information registered. The specialty store will give away free masks.

▲Employees are the most important wealth. The specialty store provides each employee with disposable masks and gloves so that everyone can work with peace of mind.

▲During the epidemic, there were few people on duty, so one person was dispatched after-sales to do the work of several people.

▲Rescue personnel are on standby 24 hours a day, ready to go at any time to solve customer emergencies on site.

▲Sales department employees follow up and contact interested customers.

▲Financial service consultants help customers get loan approval as quickly as possible and pick up the car in time.

▲Finance department employees collect payments without contact.

▲The specialty store provides takeaway lunches to employees on duty, and the tableware is ventilated and disinfected every day.

This article comes from the author of Autohome Chejiahao and does not represent the views and positions of Autohome.