Recently, Valin launched the concept of large service, emphasizing the need to cultivate the service capabilities of dealers, allowing distributors to become the main body of services, and promulgating a series of policies supporting dealers to participate in services. These policies will become 2009 Hualing The focus of marketing efforts.
Heavy truck dealers generally have relatively small power and scale, which makes them accustomed to selling only good cars. No matter how heavy truck dealers go, what benefits can they bring to dealers?
Improve your image and promote sales
Some dealers already operate 4S stores. The functions of the services and accessories are already in place. The reason why they operate 4S stores is to enhance their own brand image and thus promote sales. Among the 4 main functions of 4S stores, sales are The biggest promotion is the service and accessories function. However, most heavy truck dealers do not have the strength to operate 4S stores. After this policy was implemented, dealers did not need to invest a lot in store size and staffing due to manufacturers' accessories and service policy support, which greatly reduced the dealer's operating expenses. As Mr. Liu Hanru, chairman of Hualing Company, puts it, “As long as dealers have one or two service vehicles, two or three service personnel can provide users with services more effectively than those sent by production companies, and the investment is small. Well, service providers can solve the user's problems in a near-door and flexible manner, which can save users time and effort in service station maintenance, and save users' costs and expenses."
When the general car needs maintenance, the first thing that the user thinks of is the dealer, who will directly find the dealer, because in the eyes of the user, the dealer sold the car to him, he gave the money to the dealer, so the dealer must be responsible . Most users are reluctant to drive the car to a service station that does not have any interest in it. In particular, when the user needs emergency assistance, the services of the service station often do not satisfy them. Therefore, the dealer's service is not only a convenience but also a trust for the user. Moreover, compared to manufacturers, dealers are more familiar with the local use environment of the vehicles and are more familiar with the parts and services that the vehicles most need. Therefore, they are more targeted and more effective in terms of spare parts. The dealer's service is effective, and the encouragement to the user is great. The promotion of sales is an inevitable result. Xia Zhiqiang, manager of Hualing Sales Service Department, Mingzhi Automobile Sales Co., Ltd., Ordos City once told the author that we have enough spare parts for the user's use characteristics to ensure that the key parts are complete and the processing problems are relatively timely, although the Hualing car enters the market later. However, the user’s evaluation of Hualing’s vehicles is very high and there are many repeat customers. Mingzhi Automobile Sales Co., Ltd. sold more than 120 vehicles in the first half of this year.
Increase profit growth point and enhance its overall strength
In foreign countries, the profit of vehicle sales is very low, and profitable projects have already turned to accessories sales and services. Services have become important items for dealers to make money. Similarly, in China, this trend has become more and more obvious. Profit growth is shifting to sales of accessories and services.
Allowing dealers to participate in the service is not to put more pressure on distributors. As a manufacturer of Valin, there are many support policies, including accessories and personnel training. Valin promised to give dealers 30-40% of their spare parts reserves. With the support policy of the manufacturers, dealers can more easily establish their own service system, thereby enhancing their overall strength and improving their resistance to risk, laying a solid foundation for subsequent development. In addition, the scale of the company is bigger, customers are more, profits are increased, and with strength, it can be fully developed into 4S shops.
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