With the advent of 2024, the development of the new energy vehicle market has also begun to enter the "fast lane". Under the continuous surge of new energy waves, Geely, Changan, Great Wall, FAW and other traditional car companies have accelerated their strategic layout in the field of new energy vehicles with their years of brand precipitation and car-making experience. With the increasing abundance of new brands and new products, the competitiveness of these traditional car companies in the market cannot be underestimated. Not long ago, Huo Yue, general manager of Beijing Zhonghe Vision Geely Galaxy 4S Store, shared with Yiche how to manage a new brand and new store well in the new energy era. Let’s take a look.
Crossing the "Milky Way" and finding the location
In February last year, Geely Automobile launched a new mid-to-high-end new energy series, "Geely Galaxy", which mainly covers the price range of 150,000-300,000 yuan, and plans to launch a total of seven models within two years. After the launch of the new brand, Geely Galaxy 4S stores across the country have also opened, and Beijing Zhonghe Vision Geely Galaxy 4S store, which belongs to Hunan Huashuo Group, also officially opened in November last year. Huo Yue, general manager of Beijing Zhonghe Vision Geely Galaxy 4S store, said, "This is not only the first store of the group’s northward layout, but also marks the group’s determination to enter the northern market."
At the moment when the competition in the new energy market is fierce, the new new energy brand Geely Galaxy has been doing well since entering the market, and has achieved a "good result" of cumulative sales exceeding 100,000 vehicles in just 8 months. Huo Yue believes that in today’s highly competitive market, brand volumes, product volumes, and price volumes have become the new normal. If new brand stores want to break through, on the one hand, they need to find the right positioning and strive to improve the brand’s influence and service capabilities to connect customers; on the other hand, they need to form a strong team to support the long-term development of the store.
Although the competitive pressure of the same brand in the same city intensifies, it is still necessary to combine the advantages of the store to find the service capability that meets the current customer needs. Huo Yue specifically mentioned the importance of dynamic experience for car purchase decisions. The test drive experience not only allows consumers to actually feel the comfort and handling of the vehicle, but also more intuitively understand the overall performance of the vehicle configuration. During the test drive experience, it is a very important part of the customer’s purchase of a new car. In addition, under the premise that the customer does not have a deep understanding of the product, the store will take the initiative to provide customers with door-to-door in-depth test drive services. In-depth experience helps customers better understand Geely Galaxy, and fully experience the product in order to gradually gain customer recognition of the product. " "I learned that in the four months since its opening, more than 200 car buyers have finally chosen the Beijing Zhonghe Vision Geely Galaxy 4S store for their services.
Connect with customers, break through service
At present, Geely Galaxy has seven stores in the Beijing market. Huo Yue believes that the most difficult part of the operation of the new store is to build the influence of the store and the ability to connect with customers and constantly break through the service. "Service is the first, all work is based on service, and the so-called customer is our food and clothing parents." He told "Easy Car" about the store’s new attempt in service.
First of all, each sale needs to establish 100 friends and friends, the sales consultant registers the customer information of each car sold, guarantees to call the customer every month to inquire about the use of the vehicle, and guarantees that the customer can receive a return visit call from the sales consultant within one year; secondly, regardless of the price of the new car purchased by the customer, we provide the customer with a customized surprise delivery ceremony, which truly makes the customer feel the unique delivery service; finally, the store has launched a sharing plan, "Looking for Galaxy Sharing Officer", Galaxy Junior Sharing Officer and Ultimate Sharing Officer, the customer promotes and shares notes on the social platform, posts pictures, collects likes to receive gift packages, and further expands the store’s popularity while increasing user stickiness through interactive activities.
As we all know, Geely Galaxy’s brand is mainly aimed at young consumers and family users. At the beginning, the group chose to join the Geely Galaxy brand not only valued the technical strength of Geely Automobile, but also valued the car-making concept of putting users first, which is highly consistent with the business philosophy of the group and even stores. During the interview, Huo Yue also talked about the importance of strengthening customer connection, strengthening new media operations, and continuously building store IP in addition to the whole process of car purchase services. He felt that through the dissemination of new media, it can not only effectively connect potential customers, but also form more exposure to the brand, so as to obtain more private domain traffic and potential leads, which will be of great help to future sales conversion.
In the new era, new media operations are indispensable
To complete a brand live broadcast, not only do you rely on the live streaming host to explain it alone, but also rely on the cooperation of the entire team outside the live broadcast room to operate for a long time. At present, Beijing Zhonghe Vision Geely Galaxy 4S Store has established a new media operation center separately. In order to ensure at least two live broadcasts a day, the team is equipped with three live streaming hosts, as well as five operation positions such as new media directors and live broadcast event planners.
As a new store that has only been in operation for four months, the use of new media is crucial to the development of the new store business. Huo Yuechen talked about two factors with deep experience. First, the group mainly focuses on exploring the southern market, and the group resources available in the Beijing market are limited. Second, when the new brand new store competes with brands in the same city, its own advantages are not fully exerted. In this context, we must build our own "blood team", and the construction of new media is a key step. He said, "Although the process of early operation is a bit difficult, as long as we insist on summarizing and reviewing, we will still achieve phased results."
With the continuous investment in new media operations, the store’s exposure has also increased. While appearing on the live streaming host to explain the product’s selling points on the spot, it has also attracted more target users, established the customer’s impression value + trust in the store, and then stimulated the purchase intention of potential customers. Huo Yue revealed that through a month of live broadcast efforts, the store has collected more than 400 clues, and finally converted more than 10 orders. In the future, the store will continue to increase investment in new media, especially strengthening the investment in the "short-term" operation of WeChat Channels, obtaining the "first pot of gold" in the new blue ocean of traffic counting, and gradually forming a new media matrix with its own characteristics.
Three wishes for 2024
The current new energy vehicle market cannot be described with the word "volume". Today, the automobile market is not only "volume price", but also from the brand to the dealer level. During the communication process, Huo Yue said that under the premise of increasing homogeneity of brand products, for automobile dealers, brand and product are one of the core competitiveness, and the stability of the team is another core competitiveness for long-term operation.
At present, Geely Galaxy L7, L6 and E8 models have been launched, and two other new products will be launched this year. Huo Yue told "Yiche Zhi" that with the increasing abundance of new products, this will play a key role in improving store sales. Towards the end of the conversation, he also talked about his three wishes, one is to continue to improve the customer experience, the second is to strengthen the construction of new media, and the third is to hope that the store can achieve the annual sales target of 1,000 vehicles, provide a "model" reference for the group to enter the northern market, open more branches, and lead the team to create a new world together.
