Car companies, the era of service is coming

The black swan incident at the beginning of the year was like a sudden brake, causing many companies to "rearend" and fall into crisis. Numerous negative reports have also created a depressing and heavy atmosphere that hangs over everyone's mind and makes people breathless.

But from a dialectical point of view, dangers and opportunities coexist, blessings and disasters depend on each other, and there is also a ray of hope in crises.

For example, SARS in 2003 gave birth to Taobao and inspired Liu Qiangdong to join the online mall. And we know that they have enjoyed all the dividends of e-commerce and are leading the changes of an era.

However, opportunities do not just come. Active exploration is the only way to embrace them. If you do not advance, retreat is also applicable in special times. In addition to providing assistance and caring and fulfilling social responsibilities, each company has to solve the problem of how to turn the crisis into safety or minimize losses.

At this time, we can find that when the sales end is blocked by force majeure factors, the server end will be the stage for various companies to show their skills, show sincerity, win favor, and win people's hearts.

As an indispensable part of convenient life, the importance of e-commerce platforms in special times is self-evident. Alibaba launched the "Epidemic Service Express", which summarizes 6 types of services that can be enjoyed without going out, including "Ask Check, Eat Comprador"; JD.com's Qixian Supermarket and Qixian Life launched "Xiao Qipin" in stores across the country "Services are unified in the form of collective orders to provide community residents with worry-free quality fresh food.

In the hard-hit catering industry, despite operating at a loss, McDonald's still insists on opening, and has launched a "contactless delivery" model to deliver meals to the location agreed with customers in advance, reducing Personnel contact. In the meantime, McDonald’s Prime Day coupons can be used as normal. In special times, McDonald's is not passive. It helps itself by reassuring consumers, nearly 3,000 stores, and more than 100,000 employees.

The real estate industry is also in disarray. Its offline sales are blocked and it can only develop channels online. Among the many real estate companies that are engaged in online home sales, Evergrande is doing the most prosperously.

It first used subscription policies such as deposits in exchange for discounts, referrals to earn commissions, compensation for other purchases, and deposit refunds if no purchases were made, etc. to launch a national online marketing strategy, and then used the 25% off home purchase policy to increase chips, regardless of the tricks involved. , the result is indeed a wide open channel.

According to Liu Xuefei, Vice President of Evergrande Group, since the full implementation of "online home purchase", the number of subscriptions reached 47,540 units in just three days. With this online marketing, Evergrande has huge customer reserves and has also obtained the cash flow that enterprises most need in special times.

Not only real estate developers have headaches, but car companies and car dealers have even more headaches.

The cold winter in the automotive industry has not yet passed, and the cold wave is coming again. Not everyone can understand the feeling of adding insult to injury.

When the sales chain encounters obstacles, on the one hand, they actively explore online car sales channels, including car viewing through mini programs, VR/AR car viewing, and live streaming of car sales...all of which are conducive to Various car companies have tried almost all measures to promote online sales.

On the other hand, they focus on the service chain and shift the battlefield to the competition of service quality. After all, at this time, considerate service is a practical need to retain customers, and it is also a great opportunity for car companies to cultivate a high-quality reputation. .

1. Haval: nanny-type service

Among many car companies, the Haval brand stands out with its twelve service measures. Its wide coverage and heavy investment cover almost all It captures the daily interaction between users and dealerships, and can be called an "all-round nanny", caring thoughtfully and carefully for users in special times.

The author roughly summarizes its services into four situations.

The first type - extending the service validity period. If you reach the maintenance mileage or time before the end of February, congratulations on "winning". Haval has extended your maintenance rights for 3 months, and during this period, you will enjoy a lot of warranty policies.

The second type - "If it can be solved at home, try not to let you out." Haval has converted all business such as insurance renewals that do not need to be handled in the store to online processing.

If the car needs maintenance, Haval will provide door-to-door pick-up and delivery services for free as long as it is within a service radius of 30 kilometers.

The third type - "Come safely, go safely". Haval brand dealers regularly disinfect their stores every day, and all store staff wear protective masks and disposable gloves to create a safe and healthy service environment for customers visiting the store. In addition, all car owners who enter the store can enjoy free car washing and disinfection services.

The fourth type - "Call me if you have anything, I'm online at any time." Whether it's any questions about the vehicle or road emergency assistance, just make a phone call and the Haval brand is online 24 hours a day. It is worth mentioning that this rescue service is free if you are within 50 kilometers one way.

As a representative of the rise of independent brands, the Haval brand has not only shortened the gap with joint ventures in terms of quality and product strength, but also fully integrated with international standards in terms of service quality, demonstrating the responsibility and performance of Chinese brands.

2. Lincoln: Exclusive Service

The "luxury" of a luxury brand is not only reflected in the luxury and sophistication of its products, but also in the high-end and exquisiteness of its services. . From the service measures provided by Lincoln for this special period, we can further feel the satisfaction and dignity of being a luxury brand car owner.

Lincoln also provides users with free door-to-door car delivery and pick-up service, but its service method is slightly different from that of the Haval brand. The staff does not need to meet the car owner face to face. They only need to use the unique code lock function of Lincoln models to realize the entire process of picking up and delivering the car without contact. In special times, less contact means more peace of mind.

In terms of roadside assistance, Lincoln's "Guardian Way" is best reflected. For Lincoln owners in Hubei, it provides free roadside assistance and towing within the same city, with no limit on kilometers. The roadside assistance hotline is also available 24/7 online. For Lincoln car owners across the country, in addition to ensuring that car owners within the warranty period can enjoy free towing services within the same city with no limit to kilometers, it also provides a daily taxi (or car rental service) of 800 yuan for a maximum of 5 days, or accommodation in a five-star hotel in another place. Serve.

Allowing users to use their cars worry-free has always been the direction of Lincoln's efforts. During this special period, Lincoln is one of the few car companies that provides users with deferred repayments. If the user's latest repayment date falls between January 20 and February 11, the repayment can be extended to before February 15 without penalty interest or overdue records. You can even apply for an additional delay in repayment. payment service.

2020 is the first year of Lincoln’s localization and an important year for it to set sail in the Chinese market. Using high-quality services as a window on special occasions can not only establish a responsible and responsible brand image, but also cultivate positive reputation and create a good start for this year's market cultivation.

3. NIO: Technology-based services

As a new force in car manufacturing, "technological innovation" and "service first" are the two driving forces supporting NIO's development. The former attracts users, and the latter enhances user stickiness. Its user stickiness is so strong that it requires layers of selection to become a volunteer for NIO Day, and it is so strong that some people are willing to spend their own money to place ads worth tens of millions for it. When it comes to car companies with the strongest car owner loyalty, NIO definitely ranks high.

At present, NIO is making full use of the advantages of intelligent interconnection to provide "contactless" services to its car owners.

As for the most pressing issue of charging electric vehicles, NIO provides a contactless recharge service. You can check the status of charging piles in real time through the charging map and make reservations in advance to avoid queuing and contact with strangers. In addition, "non-inductive" one-button charging is also a measure to solve the charging problem. By applying through the APP, the service specialist does not need to contact the car owner. He only needs to authorize the car through NFC to drive the car away for charging and then return it. For service specialists, NIO requires them to prepare seat cushion covers, steering wheel covers and floor mats.

In addition, Weilai has also created a "contactless shopping" experience for car owners. After obtaining the authorization of the car owner, the courier can put the package into the trunk, and the car owner can use the kick-sensing electric shopping cart when picking up the courier. The tailgate function avoids contact with the external buttons of the vehicle and minimizes contact with external things.

In addition to technology, Weilai has also prepared the most practical care and epidemic prevention package for car owners - 2 N95 masks, 6 disposable masks and other protective equipment.

Written at the end:

The era of service competition will come sooner or later, but this black swan event has become an accelerator of the times, making the era of service competition between enterprises come earlier. It has also made major car companies realize the plasticity and importance of service.

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