In recent years, the automotive industry's future gold mine, the automotive aftermarket, has shown a booming trend. Wuhan Pioneer Dream Factory, with its excellent technology and superior service, has always been at the forefront of the automotive aftermarket. How to continue to lead the development of the industry, Wuhan DreamWorks chose to embrace the wave of private domain and complete the perfect transformation of digital transformation.
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At present, the mainland automobile industry has entered a mature period and opened the "era of car manufacturing for all". As an important part of the automotive industry chain, the automotive aftermarket has also ushered in a period of accelerated development. Car beauty, car maintenance, car modification, car repair and other services have become the just needs of car owners. How does the automotive aftermarket open up? How is the customer base maintained? How is digital transformation advancing? Today, Chen Feng invited Wu Jun, general manager of Wuhan DreamWorks, who will tell us how this 25-year-old luxury car personalized service chain brand has transformed and developed to leverage the changes in the automotive aftermarket.
First, the automotive service industry ushered in digital transformation
According to relevant data, from 2016 to 2020, the compound annual growth rate of the mainland automobile maintenance and repair market is 3.8%, and as the epidemic slows down and the automobile market picks up, it is expected that the mainland automobile maintenance and repair market size will reach 1.6 trillion yuan in 2026, and the compound annual growth rate of 2021-2026 will reach 4.15%.
Looking at the development space of China's automotive aftermarket, its future can be said to be promising and promising. In today's rapid development of digitalization, how to break through the bottleneck of traditional development, achieve innovative growth, and bloom new vitality under the blessing of Internet technology is an urgent problem for the entire industry to solve.
In the process of digital transformation of the automotive aftermarket, Wuhan DreamWorks stands out and accelerates digital transformation by embracing private domain operations, becoming a hot industry benchmark enterprise.
Founded in 1996, Wuhan DreamWorks Technology Co., Ltd. is a high-tech enterprise specializing in luxury automobile and new energy vehicle brand original factory upgrade, professional filming and customized modification and performance maintenance services. It is understood that as the head enterprise of the automotive aftermarket, the pioneer DreamWorks has a high influence in the industry in its technology and services.
Wuhan DreamWorks has passed the certification authorization of Weigu PPF paint protection film and weigu sun film under the world's top 500 enterprises, Weigu PPF paint protection film, Weigu sun film, and has long cooperated with global first-class enterprises and brands such as Bosch BOSCH, German Limo High Performance Maintenance, German Man brand, German Ou Ruifei color film, etc., to create independent service chain brands such as "Pioneer Dream Factory", "Pioneer Film Workshop" and "MGC". With specialized equipment and standardized processes, Wuhan DreamWorks integrates high-quality resources in the industry to provide a series of automotive service items such as original parts upgrade, film color change, customized modification, personalized interior and high-performance maintenance for users of luxury car brands such as BMW, Mercedes-Benz and Porsche, as well as users of new energy high-end automobile brands such as Tesla, Xiaopeng, Ideal and Weilai.
"Customer-centric" is the core of Wuhan DreamWorks' operation for many years, and in recent years, with the improvement of consumers' needs for brand, quality, experience and so on, the willingness to "pay for value" has become the general consensus of consumers. Wu Jun, general manager of Wuhan DreamWorks, means that users have higher and higher requirements for brands, and also require brands to create richer products and create better services.
The reason why Wuhan DreamWorks chose to improve the granularity of users' refined operation through private domain operation is because it perceives the role of private domain in promoting the operation and management of an enterprise, and choosing to cooperate with the chief private domain operation and management expert Dust Feng is precisely to see the intention and professionalism of Dust Feng in products and services.
Second, "private domain is the in-depth exchange between brands and users" Dust Feng helps enterprises create a win-win situation between brands and users
The first step in private domain operation is how to correctly view the private domain operation. Wu Junshi, general manager of Wuhan DreamWorks, said: "Since 2013, Wuhan DreamWorks has had this awareness of private domain, which can transform more needs of users into a reachable position. "It can be said that Wuhan DreamWorks sprouted the idea of private domain earlier and recognized the importance of private domain.
For a company or a brand, private domain operation can be said to be a kind of support, in the context of the era of increasingly high cost of obtaining traffic, the public domain resources are converted to the private domain, in order to allow customers to have a richer and more direct test. "The private domain is a deep communication between the product and the user, whether it is to create value for the customer itself, or to create continuous value for the brand, which is a win-win situation for the brand and the customer."
From the public domain to the private domain, Wuhan DreamWorks has made a lot of attempts. For example, in a certain degree, a certain sound to do hard advertising, but also to do e-commerce stores. The ultimate goal is to convert the user's needs on the public domain to the private domain. For the cooperation with Chenfeng, it is also a way for Wuhan DreamWorks to find the direction of private domain. Wu Jun watch Wu Jun "In terms of the effect of the current cooperation with Dust Feng, the work is very good, Dust Feng provides us with a relatively complete set of system services, through dust Feng SCRM can quickly convert public domain users, precipitate into the private domain, this is a big breakthrough." ”
What is the greatest value for a user management system? The general manager of Wuhan DreamWorks answered this question from the user's point of view. "In our opinion, the greatest value of the user management system is to improve operational efficiency." The relevant departments of Wuhan DreamWorks can put the user information obtained in the public platform, distribute clues in an orderly manner, and ensure continuous follow-up. Each process and node of input and output can be understood very clearly through the DUST FRONT SCRM background system. This has an important role in promoting effective user reach and even the final realization of transactions.
Based on the continued slowdown in new car sales in the market, the average age of passenger cars in China is expected to reach 5.5 years by 2023, compared with 4.6 years in 2018. In the next five years, the market size of China's automotive aftermarket is expected to grow steadily at an average annual rate of 8% and is expected to reach 1.93 trillion yuan in 2023. The automotive aftermarket is developing rapidly in the direction of diversification, digitization and standardization. At the same time, the transformation of users is also happening, from having a car to enjoying car life, and then to having extremely high requirements for cars, and the needs of users determine the development direction of the market and the development direction of enterprises.
"In the process of changing the strategic direction of the enterprise, the SCRM system has helped us to complete the connection with customers, so that customers have a better experience, and the efficiency of customer service has been greatly improved." In the process of cooperation between Wu Jun, general manager of Wuhan DreamWorks, and Wu Jun, we can see enough that Dust Feng is constantly upgrading its own system, closer to the needs of users, and embracing user changes in a timely manner. ”
Wuhan DreamWorks is equipped with a Dust Feng SCRM system for every sales, so that sales can reflect the efficiency in the terminal in the process of customer service. In the view of Wu Jun, general manager of Wuhan DreamWorks, "Dust Feng SCRM is an important driver to promote the service quality of the automotive aftermarket industry, and it is also one of the most effective ways to enhance the competitiveness of the brand. ”
Chenfeng SCRM helps Wuhan Dream Factory, a service benchmark in the automotive aftermarket industry, open up online and offline customer acquisition channels, reconstruct customer consultation scenarios, improve the conversion rate of invitations to stores, seize core operation nodes, and carry out refined operations of leaving stores. While serving enterprises, it focuses on helping the entire automotive aftermarket to build a new marketing model and improve the user experience in an all-round way. ▼
The attention is provided for the public account [Dust Front Research Institute].