Countercurrent 1982

Chapter 1813 4S Store Model

It is different from the current situation where there are auto repair shops everywhere in the city. In the 90s, there were very few places to repair cars, and the price was relatively expensive. In addition, the structure of cars at that time was relatively simple, and most drivers knew some basic skills. Car repair technology, small problems can be handled by themselves, and slightly larger problems can be dealt with by purchasing some parts. It can be said that the driver at that time was also regarded as half a repairman.

But for a joint venture car with advanced technology like Santana, this is not something that ordinary old drivers can handle. At that time, there were no 4S stores. Shanghai Volkswagen was established in 1984. Almost throughout the 80s, there were only a few maintenance outlets. The most important thing is the Shanghai Anting maintenance station. Many foreign car owners send their cars to Shanghai for repairs, which is very time-consuming and energy-consuming.

Shanghai Volkswagen only established its first maintenance station in 1987. The selected maintenance workers are also selected from ordinary workers of SAIC Volkswagen. They need to learn the structural parts and maintenance technology of Santana cars from scratch. Many of them are "Halfway to become a monk".

Until the early 90s, Santana cars with intractable diseases all over the country would be driven to Anting for repairs. This repair station averaged four or five cars a day, and the work intensity was relatively high.

However, the wages of auto mechanics at that time were very high. At that time, the average monthly salary was only two to three hundred yuan, and an auto maintenance worker could reach more than 1000 yuan per month. Auto maintenance has become a high-paying job that the Chinese people envy.

The reason why Tianyin Group can be developed to such a height by Duan Yun is that on the one hand, it attaches great importance to advertising, and on the other hand, it is after-sales service, coupled with the first member dealer model in China, this has created the glory of the Tianyin brand.

Therefore, Duan Yun has already considered the after-sales service of the Volvo project, and the more than 80 car after-sales maintenance points he plans to establish are not only for Volvo cars, but also for the domestic cars that will be launched in the future. good foundation.

However, the investment in establishing 80 after-sales repair stations across the country is huge, and from a practical point of view, the sales volume of Volvo cars in the early stage is unlikely to be too large, which means that many repair outlets will face idling and long-term losses. After a long time, it will become a huge burden for Duan Yun.

Therefore, Duan Yun plans to adopt the model of car 4S stores that are widely used in later generations. While sharing the cost, it can also promote the sales of cars and the quality of after-sales services.

The so-called 4S shop, the full name is Automobile Sales Service 4S (Automobile Sales Service Shop 4S), which is a four-in-one car sales enterprise integrating vehicle sales (Sale), spare parts (Sparepart), after-sales service (Service) and information feedback (Survey). .

China's early car sales basically appeared in the agency model. Generally speaking, there can only be one agent in each province. The sales and after-sales service model is outdated. For car owners, there are many disadvantages in purchasing and repairing cars. Where convenience is unreasonable.

The 4S store model is actually a product of fierce competition in the auto market.With the gradual maturity of the market, the consumer psychology of users is also gradually mature, the needs of users are diversified, and the requirements for products and services are becoming higher and stricter. The original agency sales system can no longer meet the needs of the market and users. .

In later generations, the earliest 4S store in China appeared in 1999, and the first 1S store in China appeared in Fuzhou.

The name of the first automobile 4S store in Fuzhou is Guangben Mindu. It distributes a series of models of Guangzhou Honda, and the investor is Fujian Jialidesi Automobile Trading Co., Ltd.Its founders, Mr. Liu Nanhua and Ms. Ye Cong, participated in the early Fuzhou automobile sales and service market through the Fuzhou Merchants Investment Month.

Many people still remember the shock that the establishment of the first 4S store in Fuzhou brought to the car sales market at that time. "We were all surprised and didn't understand why we spent so much money to build such a store." An old man who was engaged in the sales of imported cars recalled.

At that time, the models that could be seen on the market were mainly imported cars, and there were very few joint venture brands.Apart from Guangzhou Honda, only Shanghai GM Buick, FAW-Volkswagen and BJ Cherokee are left.

And those dealers who sell imported cars must obtain an imported car quota license to sell cars, which is the practice of the planned economy era.Sell ​​as many cars as you get quotas.Sales are not divided into brands. An imported Toyota Camry may be sold here or mine. The prices are different, and everyone can bargain.

And these dealers are not responsible for after-sales of cars.After-sales repairs are naturally handled by repair shops specially authorized by imported car manufacturers.They just sell cars, a store, and a few shop assistants. As long as they can get the quota, they can make money, and the investment is very low.

Therefore, after Guangben Mindu was built, the introduction of a new 4S store marketing model refreshed people.This kind of car sales store integrating the functions of vehicle sales, parts supply, maintenance services, technical information consultation, etc., allows consumers to get better services.

However, the debate on whether Fuzhou's auto sales market needs to introduce this kind of sales model that costs a lot of money and takes risks has never stopped in the industry.After all, building a 4S store requires an investment of tens of millions, and it is relatively difficult to recover the cost within three to five years.

But it turns out that the person who eats the crab first is lucky.

However, two years later, automobile manufacturers have introduced a large number of 4S store business models across the country, and Fuzhou has blossomed everywhere.

People have gradually tasted the sweetness brought by this marketing model in line with international services, and their trust in 4S stores has also increased day by day.

However, if you want to invest in building a standard car 4S store, the investment is still quite huge. According to the current domestic situation, it needs millions or even millions of investments to be conservative. Moreover, the popularity of Volvo cars in mainland China is still very low. Investing in such a large project, the risk is still quite huge.

Duan Yun's plan is to use the power of members of the group company's chamber of commerce to open a number of 4S stores across the country, specializing in the sale of Volvo 940 cars and F10 trucks.

After years of continuous development, the current number of members of the chamber of commerce of Tianyin Group has reached 347. Although the number of members does not seem to have increased much compared to the beginning, the threshold for membership is actually getting higher and higher. Many members of the chamber of commerce are local Very powerful people, by joining the Chamber of Commerce of Tianyin Group these years, they have made a lot of money, and at the same time, they have a high sense of identity with Tianyin Tianyin Group and this brand. In a certain sense , these Chamber of Commerce members are also the foundation for Tianyin Group to gain a foothold in the country.

(End of this chapter)