If I remember correctly, "direct stores" and "business circle stores" are a new era of automotive enterprise change trends brought by Tesla, and have been widely adopted and applied in the global automotive industry so far. Among them, China's new power enterprises are undoubtedly one of the most touched groups.
It is undeniable that through the establishment of direct sales stores in business circles and the launch of official APP, the new forces of car manufacturing have indeed greatly shortened the distance with users, but it is not easy to truly achieve "direct connection users". Take the new forces that are constantly innovating, even if most brands have their own APP and direct sales stores, so far it is only "Wei Xiaoli" that has really penetrated the hearts of the people. In the more conservative traditional car company joint venture camp, SAIC Volkswagen is a rare typical case.
SAIC Volkswagen breaks out of the "third way"
Indeed, the speed and quality of SAIC Volkswagen's expansion in sales model innovation have surprised many people in the industry.
In just one year of SAIC Volkswagen's ID. family debut, the number of agents has soared like a rocket, reaching a staggering 757, basically achieving full coverage of first-, second- and third-tier cities nationwide. At the same time, there are more than 50 new energy city exhibition hall IDs stationed in the business circles of major cities across the country. The Store (X) has been started.
From the perspective of mode, this channel expansion method is a path that is different from traditional car companies and is not completely equivalent to new forces. This also makes people ask, what benefits can SAIC Volkswagen bring in doing this? Carefully study the new forces and traditional car companies in the channel play, although the two models have their own strengths, but the shortcomings are also obvious.
"Wei Xiaoli", an emerging enterprise, is good at playing young, that is, establishing a direct operation model. This looks good, but in the real feedback of users, maintenance and after-sales work are common problems. On the contrary, the dealer model of traditional car companies can take into account the after-sales problems well, but in the early purchase process, the difference in the quotations of different dealers for the same product undoubtedly adds a lot of burden to consumers.
Based on this, SAIC Volkswagen's innovative sales model is to grasp these two key contradictions and explore the best solution.
Introducing channels into the bustling business districts of major cities and opening up new retail formats can increase SAIC Volkswagen's marketing contacts in the city center and narrow the distance between brands and users, especially young customers. In the more intensive business district stores, companies can recommend the most confident products to users, so that the process of passive selection becomes "active", which naturally brings additional voice to the brand.
But at the same time, the advantages of traditional dealers also need to be preserved. They generally have their own venues and social resources, so they can provide consumers with offline diversified services such as invitations, test drives, and model introductions, bringing users a better service experience. Therefore, "grasping with both hands and both hands must be hard", for the sales and maintenance work of the ID. series, there is no short board service system, under the premise of product competitiveness, which can ensure that users will not regret choosing SAIC Volkswagen.
Direct users value high quality
As a representative figure of traditional car companies, SAIC Volkswagen is not only the one who is good at insight into user psychology and solving contradictions and conflicts in the new era, but also the one with the most open mind and the most enthusiastic about active change.
For the new power enterprises that have crossed the border, many traditional car companies have more or less contempt or disdain, but this sentiment has never been in SAIC Volkswagen. On the contrary, what the outside world can see more is the perseverance of this traditional car company to be humble and study hard.
For example, at the user operation level. It is nothing new for automobile companies to develop official APP and open online communication channels, and there are not a few traditional car companies that follow the trend. But the key problem is that most traditional companies' pursuit in this regard is only "there is", which may be due to cost considerations, or it may also be a manifestation of lack of attention.
In contrast, SAIC Volkswagen's idea is "not only to have, but also to use." Using the Volkswagen Super APP as the medium, ID.model users can have a closed-loop car purchase experience that is interconnected online and offline. On the APP, users can simplify the car purchase process, and they can also enjoy car use and service care at the same time, which has a direct impact on the improvement of consumer experience.
In addition to ensuring the practicality of the basic functions, a series of "pet fan" actions are more "too much" than the new forces. By creating a live content matrix and building a self-built social platform, SAIC Volkswagen users can achieve direct dialogue with enterprises, and also create many opportunities to play with users.
For example, when the new Tiguan family was listed, SAIC Volkswagen followed the hot spots and organized fashion photography competitions; New Weiran summoned the owners to form a "Starlight Observation Group" to go to the Huading Award. With the help of the ice and snow sports boom that has been blown up by the Winter Olympics, the ID. family has provided shuttle cars for the Chongli ski season, which is an innovative move that brings a pleasant experience to users and can truly give benefits to users.
It is no wonder that SAIC Volkswagen's super APP users, who have only been online for about a year, have been able to gain the support of 6 million users.
From the perspective of the change trend of the automotive industry, providing users with the whole life cycle service experience of vehicles is becoming the commanding heights of the marketing competition of automobile manufacturers. Saic-Volkswagen, which took the lead in taking a step, has begun to gallop on this road. (Haibei Network)