Interview with new process sales company general manager Guo Kun

As a favorite brand at the auto show, Volkswagen has always been concerned by everyone. This year we interviewed Guo Kun, the general manager of Chengdu New Process Automobile Sales Company, and he came to us to introduce the development status of the new process and the upcoming What preparations are made at the auto show.

Easy car network: If the total, hello! Thank you for your busy schedule to receive an exclusive interview with the car network. According to the data released by the Federation of Travel Unions, the number of sales of passenger cars in the first half of 2013 was 1,287,000, an increase of 12.3% year-on-year. As a distributor of terminal sales, what is your actual growth?

Guo Kun: Our new vehicle sales target has increased by 42% from last year, from 1,200 to 1,700, which exceeds the average growth of passenger cars this year. As of July this year, our sales volume has reached 811 units, basically keeping up with our sales progress. Together with the international auto show and the year-end impulse, we are confident that we will exceed our sales target for this year. As a new store opened just one year ago, our growth is obvious and at the same time as it was in the same period of last year. What we value is not only the increase in the number of sales, but more importantly the change in the structure of the models sold. This year, models like the Phaeton and Touareg have significantly increased the proportion of sales. Consumers need to have enough confidence in us. We believe that we can provide comprehensive services matching this class of vehicles before we finally choose the new process. buy. This is the core of our values.

Easy car network: Do you feel the change in market competition situation? From last year to this year, the big environment is saying slight growth. Is there some improvement measures to face micro-growth? How effective is it?

Guo Kun: Of course, not only is the fierce competition in the mass-imported brand market, the entire luxury car market dealers are still expanding, although the expansion volume has not reached the market's expectations, which is also caused by the current micro-growth environment of the auto market. Less dealers chose to exit. In the face of this severe market test, the price alone is not enough to support, and what is more important is the cultivation of internal strength. Failure to improve service quality will inevitably be discarded by the vast number of consumers. In the process of constructing and building a new store, we put forward the concept of “Let the customer enjoy the ultimate and noble service experience” as our core philosophy. No matter whether the design of the storefront function or the composition of the sales, aftersales, customer service team is all in this concept. Formed under.

First, store function we propose a unique, exclusive club-style idea. We are not only providing Internet access, newspapers, and periodicals services. We want our customers to have more quality and selective experiential services. To this end, we have built 3D cinemas, Dinara Concert Halls, and private bath services in our customers' lounge areas. Let every customer wait to become a joyful life experience. The entire customer lounge occupies the area of ​​one of our floors.

Second, in the initial sales of the component sales team, we did not first value whether the sales staff had rich sales experience, but whether they had a good sense of responsibility and a responsible attitude towards people. The customer will always be accompanied by a sales consultant from the time he first calls for a car to the last car in our store. The sales consultant needs passion and patience to answer all the customer's questions throughout the entire process. To assist clients with a series of procedures. Whether it is normal working hours or rest time, sales personnel need to have enough responsibility to do their best for customers.

Third, after-sales service quality depends on the technician's experience and advanced equipment. Even if the slight noise of the engine is to be caught by the technicians, it will provide customers with complete solutions. We have professional maintenance technicians, maintenance workshops are built in accordance with the highest standards of the public, with 71 maintenance work stations, a large number of equipment imported from Germany, and the only Phaeton exclusive work station in Chengdu and the only ACC self-adaptive calibrator in Southwest China. One day, the reception capacity is over 200 times. When we come back to the store to maintain the car, we need to remind the customer to recall how it felt when it was first opened.

Fourth, we consider that this service runs through all stages of pre-sales, in-sales and after-sales when we build our customer service team. The experience we bring to our customers is the most intuitive. After careful consideration, we introduced a star-rated hotel model. Concept.

Easy car network: In July and August, the weather was hotter, and the enthusiasm of netizens for car purchases declined. Are there any promotional policies that have been introduced to netizens who are ready to buy cars?

Guo Kun: From my experience in the German luxury car brand for 10 years, generally speaking, July and August are the off-season in the off-season of the normal automobile sales market. However, the new process has broken this historical pattern. From the perspective of July, we have created the best results for single-month sales after this year. On the one hand, it is our continuous improvement in popularity. It is the recognition of consumers on our brand and service quality. On the other hand, thanks to our newly introduced price policy, we bring you a cool one in the heat of the summer. Our small models should say that a large part of the customer groups are the rigid demand for useful vehicles. Like our Golf series, the maximum discount is up to RMB 100,000, the price reduction is up to 30% of the guide price, and in addition, the entry threshold is reduced, like the Beatles. , Golf Touring Cars, Scirocco, such as the highly sought after models of the market, we have done the price of 200,000 the following, the lowest 179,800 can buy, other imported brands with the same level of performance of the model is difficult to do.

In August, as the grand event month for the first year of the new process, in addition to continuing the concessions for July, we will come up with profit-taking measures for large models such as the Phaeton and Touareg to give back to our new and old customers. In addition to this, our value-added services, such as financial insurance, after-sales services, and mass products, have also started various feedback initiatives. All kinds of cash and gifts will be directly presented to our customers.

Easy Carnet: The 16th Chengdu Auto Show will be opened on August 30th. What kind of display will be presented to Chengdu consumers at this auto show?

Guo Kun: The International Auto Show is a good showcase. All brands and distributors compete on such an open stage. Our booth design will certainly have a bigger breakthrough than in previous years. Both the exhibition area and the number of display models will increase. Of course, we will also set up a wealth of interactive sessions to attract a large number of media friends, as well as a wide range of consumer groups as well as many car enthusiasts. Of course, in addition to product display and promotion, letting everyone experience our services is also our focus. We will set up a more comfortable environment for discussion on the spot so that everyone can enjoy the same services as in the exhibition hall.

Easynet.com: Is there any plan to release a big preferential policy at the auto show, or to start buying expensive supplements before the auto show?

Guo Kun: Before the Auto Show, we combined our annual celebration activities with a wide range of preferential measures for consumers, not only the price of the car. Our concessions went deep into every link of finance, insurance and other car purchases. The purpose was to guide everyone. The peak load car purchase has received very good results from the reaction of the market. The "buying expensive" formula is basically used by many dealers before the auto show every year. Our approach this time is different and we have to adopt "early lock-in." Customers have to wait until the auto show to go to the scene to buy a car, nothing more than worry that now is not the lowest price to buy, we allow customers to set a good color and configuration, to pay part of the intention to deposit, wait until the auto show and then the final contract price of the car show price, which locked the auto show The quality of resources, but also bought their own satisfaction with the price.