Focus
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FOCUS
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car is no longer a simple means of transport, it has become a link between life, from the original “people and cars” to the moment, “interpersonal” . The brand’s emotional and temperature, will not be limited to maintenance within the life cycle of a car, while maintaining more closely around the user’s emotional interaction and sharing life. Sales represents the trust, and in addition to the sale, there is a best kind of relationship that is interdependent.
establishment of the first 4S shop in China in 1999, Guangzhou Honda, continued to maintain a hot trend. Removing the effects of foreign fans “buy engine delivery vehicle”, Xiao Bian from the recent coverage “special store to create a shared L3” campaign ten cities across the country discover, Guangzhou Honda from behind to win the foreground to the background selling service satisfaction, they this role will link to an extreme.
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01
4S shop weekend makeover, Honda career change?
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Honda dealership in Changchun, Suzhou, Chengdu, Guangzhou, Wuhan, Jinan, Kunshan, Chongqing, Dongguan, Changsha ten cities have held L3 together to share activities, covering six regions. Xiao Bian found an interesting phenomenon, which might break the debate about the vitality of the 4S shop mode attenuation in the current industry.
at the weekend, some of which Guangzhou Honda shop ten cities with other brands significantly different.
at October 17 Honda Su store Suzhou, for example, to this day their activities are weekend markets, bustling scene, quite the New Year go to the market flavor. On-site shops, including food, health care products, jewelry, etc., and these are the stall owners Honda has a high-quality merchandise resources, the weekend market activity, can promote their products.
and our shop has become, with a cargo platform with social property, built owners and AC bridge interaction between the owners, but also to achieve shared with dealerships as the center of social resources. At the same time, a single renewal during the event and after-sale maintenance of full capacity of the owner, you can also get coupons and participate in the raffle winning percentage of 100, the magnetic attraction of special shops to an extreme.
In addition, Honda will also be combined with the customer in the shop learning resources to carry out live experience activities, share tips live, provided with a cargo experience, extending from the provision of services to export skills and knowledge.
In the traditional service model, we are more concerned about the car itself, but Honda launched L3 service concept, the service not only around the car, and more many customers are and to communicate and share, and reflect their self-worth, thereby greatly enhancing the participation and loyalty.
02
from the consumer starting, Honda Hot not an accident
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sales force and product verification service and other comprehensive ability. In September, Honda’s total sales 87,786, an increase of 21.70 percentage, growth of 20.94 percentage; and fourth-generation Fit listed at the beginning although with a wave of rhythm, but still made 12638 good results.
To sum up, no matter how wonderful a car brand marketing, and ultimately to return to the product itself and the brand service. Fit to the fourth generation of the market this year, for example, its power remains strong, made a refinement process of the A-pillars make better driving vision to further strengthen competitiveness.
However, from products to services, is a brand to gain market trust logic loop. In the 2019 Guangzhou Auto Show, Honda presented the new service concept “Fun Link Created Enjoying Auto Life” service brands including “Satisfied peace of mind trust”, “Smart smart and convenient”, “Social social networking”, “Sharing together to share.” 4 large core concept, to enhance the customer experience of all aspects of satisfaction and reliability in service.
in which, “Social social networking”, “Sharing together to share” is the service concept for L3. On the basis of the provision of professional services, and with the weekend fairs and other activities to help customers achieve their own carValue other than the main identity, more importantly, to narrow the distance between the brand customers, expanding the relationships between people. After the establishment of such a relationship of trust with each other, interact with the emotional aspects of social values resonated, brand identity naturally popular.
03
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L3 is the ruler services, Honda on this forward
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in recent years, the debate about the 4S shop mode has not stopped, shortcuts are exploring breakthrough in the industry. However, it is precisely in thinking outside of the Internet, some people ignore the service itself. As the first standardized propose 4S service system of car companies, Guangzhou Honda Automobile in the “2020 Automotive Aftermarket user satisfaction survey results (CACSI)” released in October of this year, a joint venture among the top brand satisfaction.
So-called L3 service exactly how to become strengthening brand cognitive impetus it? In fact, during the visit found that from “people and cars” to “people”, is between brands and consumers to establish a kind of emotional bond exchange and sharing of life, a different kind of offer to the owners to show their value stage. In this national line next weekend activities, users have a new awareness for the brand, but also to owners gain a different experience.
in practice in this country, the Honda service system has once again proven the brand’s overall strength. “Together to share Sharing” is the core concept of a standard L3 core logic. throughThrough pilot activities to explore the possibility of sharing dealership space, forming a cross-industry cooperation with the owners of the resource and expand marketing channels to build business-related resource sharing platform.
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summed
Honda’s first 4S shop was born in 1999 in Guangzhou, a strong product strength gained wide recognition technology line. In the service level, they worked for China’s auto industry has brought new ideas of the Enlightenment. Behind the continued selling for many years, in addition to the product level, there must be a strong service support system.
and how to activate special shops centric user base plate in the Internet age, has become a new topic of branding. Honda Pilot L3 verification service again, a brand of attractive absolute limitation pre- and after-sales, but that this brand can provide the kind of social value for customers.
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