A few days ago, Guangzhou Toyota, a franchise store affiliated to Guangwu Automobile Trade, held a celebration of its 40th anniversary, celebrating the 40th anniversary of the opening of Guangzhou Toyota Automobile Repair Service Department, the first batch of Sino-Japanese cooperative modern automobile service enterprises in South China after the reform and opening up.
Guangwu Auto Trade presented a plaque to Guangzhou Toyota and a souvenir to an old employee with more than 30 years of service.
But if you know the Toyota brand, readers will know that Toyota's official entry into China is actually only nearly 20 years: in 2003, FAW Toyota was founded; in 2004, corolla, which has long been famous, officially entered the Chinese market, and in the same year, GAC Toyota was founded.
It is not difficult to find that this Guangzhou Toyota company was founded 20 years earlier than Toyota entered China, in these 40 years of ups and downs, why can it still flourish for a long time? This is a question that many dealer friends are thinking about.
Forward-looking: drive each other, empower each other
As a strong part of the competitiveness of the car enterprise system, and as a loyal supporter of the enterprise, the survival and death of dealers are closely related to the development of automobile brands.
In the past 10 years, China's auto market sales have been in a stage of rapid growth, thanks to the continuous growth of new car sales, most OEMs and dealers have maintained a relatively stable relationship.
However, after reaching the peak of sales, the performance of the domestic auto market has begun to decline in recent years. When car sales continue to decline, competition intensifies, dealer losses gradually expand, if there is no relevant effective countermeasures for a period of time, some dealers will choose to withdraw and transfer to the network, which is particularly evident in relatively weak brands.
Therefore, for dealers whose core needs are profitable, it is important to choose the right brand. This not only requires dealer partners to understand the brand, but also to understand the market, understand the user, understand the industry, with such a far-sighted vision, in order to lay the foundation for long-term development in the future.
Founding: Teach people to fish, technical research
It turns out that the choice of GAC Toyota dealer is quite forward-looking. Gac Toyota Automobile Repair Service Department, which was born on March 20, 1982, is the product of the country's reform and opening up, and is also the crystallization of Sino-Japanese technical cooperation.
At the beginning of its establishment, Toyota Corporation of Japan provided it with advanced maintenance technology and equipment, and sent Japanese technicians to guide the factory. The first generation of Toyota Guangzhou people mastered the key technologies in a very short period of time, and established a "trinity" Toyota service system including automobile repair, parts supply, and technical training.
In 1985, China and Japan cooperated to establish the "Toyota Motor China South Training Center", introduced Toyota's advanced training equipment, and trained more than 4,000 first-generation technical backbones. The training center is known as the "Whampoa Military Academy" of modern maintenance technicians.
Growth: Take the lead in transformation, and technology iteration leads service change
By the end of the 1980s, the world's automotive industry had quietly begun a process of iterative technological change using electronic control. Guangzhou Toyota engineering and technical personnel through independent research lexus maintenance technology and maintenance technology to achieve a breakthrough, the country took the lead in mastering the new technology of electronic control car maintenance, by Toyota Motor Company identified as "high-tech automobile maintenance center".
When the automobile service industry was in the initial stage of "scattered, chaotic, dirty, poor" and "only talking about skills, not mentioning service", Guangzhou Toyota took the lead in building a professional automobile maintenance plant and developed a "customer service-oriented" business process and service model.
In 1995, Guangzhou Toyota independently programmed and developed China's first batch of "computer business management system for automobile maintenance service enterprises", and applied the computer that was still a "luxury" to management.
Talent is the primary productive force. Guangzhou Toyota's players won 19 national and Asian skills competitions, and formed a well-known "champion technical team" in the industry with the winning master as the team. Guangzhou Toyota leads the development of the automotive service industry and is flourishing.
Growth: A new starting point, opening a new chapter of high-quality development
Entering the 21st century, China's automobile industry has entered a golden period of "blowout" development. Guangzhou Toyota Automobile Special Maintenance Co., Ltd. became the first batch of FAW Toyota and GAC Toyota's first 4S stores, and established FAW Toyota Guangzhou Shahe Store, GAC Toyota Yuanfeng Phoenix Store, and GAC Toyota Foshan Zhongyuan Store, which have repeatedly achieved good results in development and won social recognition.
So far, the company has developed from a single maintenance business unit to a modern integrated automobile service enterprise integrating vehicle sales, parts supply, maintenance services and information feedback.
In 2010, Guangzhou Toyota opened the Yuanfeng Automobile Vocational Training School to cultivate a new generation of technical talents and professional teachers for the automotive industry. After several generations of hard work, Guangzhou Toyota has developed into a comprehensive service enterprise engaged in automotive services and vocational education, with more than 180 sets of various advanced maintenance and testing equipment and instruments at home and abroad, and nearly 300 employees.
At the same time, with the purpose of "customer satisfaction first", GAC Toyota has achieved fruitful results in the field of after-sales service: in 2003, 2004 and 2005, it was rated as one of the top ten automobile dealers in Guangzhou for three consecutive years; in 2006 and 2010, it was rated as a national automobile integrity service enterprise; in the public bidding competition, it won the bid for guangzhou official car fixed-point maintenance enterprise for five consecutive years from the first one; and became a provincial official car fixed-point maintenance enterprise for three consecutive years.
In 2021, according to the unified arrangement of the professional integration work of the Provincial State-owned Assets Supervision and Administration Commission, Guangzhou Toyota joined Guangwu Auto Trade, and the "Lin Jian Labor Model and Craftsman Talent Innovation Studio" was named "2021 Guangdong Provincial Finance and Trade Financial System Labor Model and Artisan Talent Innovation Studio" by the Provincial Finance and Trade Trade Union, marking a new journey for Guangzhou Toyota.
Conclusion: For 40 years, Toyota has maintained close contact with its partners, providing meticulous care, promoting each other, making progress together, and achieving a win-win situation. This warmth eventually extends from dealer partners to employees and customers. Perhaps, this is the secret of GAC Toyota's 40 years of vitality.
Text | Huluwa
(This article is the author's personal opinion only and does not represent the position of DearAuto.) )
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Mr. Li Guoyong of Guangdong Green Law Firm