Visiting Greenland East Ben Chen Jun, General Manager

Recently, the editors walked into the Greenland East 4S shop and interviewed Ms. Chen Jun, the general manager. They discussed about the showroom sales, development history, marketing concepts, customer service, etc., and talked about the new concept car JADE listed this month. At the time of Jed, Chen always looked forward to the sales prospect of this new car. The following is the actual interview record:

Easy Net: Hello, Mr. Chen, thank you for accepting an exclusive interview with the AutoNet. First of all, please tell us about the background of the Greenland Group and our Greenland Xusheng Dongfeng Honda 4S shop.

Chen Jun (hereinafter referred to as "Chen General"): Everyone, everyone, I'm Chen Jun, general manager of the 4S shop in Shanghai Greenland East. Greenland Group is a state-owned enterprise and a top 500 company in the world. It is also a well-known large-scale enterprise in Shanghai. Greenland East is a wholly-owned subsidiary of Greenland Group. It was established in April 2007 and specializes in the Dongfeng Honda brand. In the past six years, Dongfeng Honda Greenland Store has also experienced very good development. At present, the number of customers in 4S stores has reached more than 6,000 groups and established a good reputation in the customer groups.

Easy car network: Greenland East as an older Dongfeng Honda dealer in Shanghai, how is the current sales situation? What sort of position can you place in Shanghai?

Mr. Chen: Our shop is located on the banks of the Huangpu River within the Inner Ring. It is the only 4S shop in the center of Shanghai in the Dongfeng Honda brand, so it is still very advantageous geographically. The Greenland Group chose to build Dongbu 4S Store on Shipyard Road to facilitate the consumers. We hope that our customers do not need to run so far when buying a car. They are also more convenient when repairing the car. This also caters to the green space. The company aims to create a better life for the people. Really because of its good geographical location, our overall user base is relatively high. The sales volume of the exhibition hall has also been good, and it has consistently ranked among the top three sales in Shanghai.

Easy Carnet: Has the impact of the 918 incident on Japanese brands last year been over?

Mr. Chen: It has been a year since 918 last year. It should be said that the impact on Japanese brands and Dongfeng Honda is still very large. Many guests worry that the unstable situation may bring inconvenience to their vehicles. Actually, they are from our industry. From the perspective of these concerns, it is totally unnecessary. Because Dongfeng Honda is a joint venture after all, 50% is the country's 50% is Honda's, and its one factory and two factories are all in China, solving many employment problems for China, but also for the national car life. Convenience, coupled with this very civilized city in Shanghai, like this kind of extreme case will not happen, so customers in Shanghai do not need to worry about Japanese cars.

Easy car network: Now your car sales in the proportion of sales of each model is roughly what?

Mr. Chen: Taking into account the new Jed, which has just been listed, there are currently 7 models of the Dongfeng brand. The best selling model is definitely CR-V. This is also Dongben's trump card that has created countless myths. Currently CR-V is at least To account for 50% of our sales volume, followed by our better sales is Alice, which may be related to the geographical location of our exhibition hall, because our customers are more high-end, have a lot of returnees or customers with high academic records and stable income. Elliott may become the third car to be added to their home. The main purpose is to pick up and drop off the children and go to school or the whole family to go out and travel together. So, Elliott sells very well in the green land. The sales volume of scorpion can even be ranked in the top ten in the country. The third largest sales volume is the Civic. This is a classic old car. It has become even more modest since it was changed. It is not as feminine as the old ones, and the customer base is even wider. Managers who have a certain degree of economic strength will also consider buying Civic. Next, Jed may also become a prodigious model, and may even surpass the Civic and Alec, and now there are many customers looking at Jed in the showroom.

Easy car network: Jed was just listed, it can be said that this is a very stylish, space is very flexible and spacious models, and the price is in the 80 after the acceptance range, especially the young three small family, the current How are the models' sales in your store and customer response?

Mr. Chen: Currently there are many consumers who come to the store to look at Jed. This model is also very consistent with the aesthetic concept and consumption concept of the post-80s. If you are concerned about Jed, you will find that its interior work is really very fine. Jide is the real world premiere model in China and will face global sales in the future. Now everyone says that the 80s in China and other countries are very close to the concept of consumption in the 80s, so they believe that they are also able to Best seller. For our shop, before Jed was not listed, it had already placed more than 20 orders, and this was only in a month's time. In fact, Jed was a completely new concept, but there were some consumer lights. If you look at the advertisements and pictures, you are willing to make a reservation. This is more than what I expected. Now that the show car is in place, many customers have also come to the store and requested a test drive. The customer's evaluation is very good. Basically, the customer who had an interest in Jade before said that they want to buy after the test drive, but because the new car is currently listed on the The number of trains has not yet been able to keep up, so the source of the car is still very tight. At one and a half, it may not be able to meet the needs of all customers.

Easy Carnet: As Mr. Chen said, after the listing of Jide, it was very popular, and the source of the car in the initial stage of the listing was also very tense. Will it take a fare increase to increase car prices or install decoration?

Mr. Chen: We will not take a fare increase. Since Jade is so loved by consumers, then we still line up to make reservations. After all, the price increase is a behavior that consumers do not want to see. So now it should not be in the entire Shanghai area. The increase in price means that Jed's current queuing time may be longer. This also requires customer consideration. As for the specific vehicle cycle, this still depends on the models and colors. Nowadays, consumers may prefer Emerald Green, White, and Madrid VIP: Dongfeng Honda is a brand with higher customer loyalty. Does your shop have statistics on this data? Is there a reward policy for introducing customers?

Mr. Chen: The referral is very common in our shop, because our store's reputation is also good. In addition to the Greenland Group's corporate purpose of “creating a better life for the people”, we have a slogan “Green Land” for our green space. Our lives are more exciting. All of our employees are also working hard in this direction. We are also actively improving customer satisfaction in terms of services. We also insist on doing activities such as driving tours and car owners’ forums. We just did this once in July of this year. The owner of the car had a self-driving tour and went to Chongming Island for 2 days. More than 30 groups of customers participated in the event. In Chongming, we also arranged bonfire evenings, performances, and fishing activities. The customer was also very happy. In fact, after such an activity is done, it will give customers a feeling that I bought your car, but also have unexpected surprises. At the same time, I also created a communication platform for car owners through self-driving activities. Many car owners also Become a good friend. In addition, in the old customers to transfer the introduction, the proportion is also very high, basically 30% of sales every month is transferred through the old customers or old cars to replace the new car, and for the old customers we will also give some oil card, maintenance Coupons and other small gifts to express gratitude, new customers will also give certain concessions or gifts. In fact, this is word-of-mouth communication, a marketing tool that does not cost money. It is not a good thing for a customer to help you as a sales consultant.

Easy Net: Are there any special places in improving customer satisfaction?

Mr. Chen: Every Saturday afternoon, we will have a coffee break. We always provide cakes, snacks, freshly ground coffee and all kinds of drinks for customers who come to maintain or watch cars. So every weekend we have an exhibition hall that is popular. It is very prosperous that many customers are playing with their children in the exhibition hall. Many children are still making friends here. Adults can read books and watch videos online.

Easy car network: What is the current situation of after-sale maintenance of green land? How many vehicles come into play each day?

Mr. Chen: We have a good sale after sale. After one month's sale, the output value is about 2 million. Because our customers have higher viscosity and more daily visits, but because of the limited conditions in our downtown store, you can Look at our repair shop every maintenance station has a car, so we still advocate customers to make an appointment in advance, try to peak shift maintenance, otherwise let the customer in the store white and so on does not make sense. Now we have introduced a limited-time reservation discount policy. Customers can enjoy 70% off working hours at 8:30-9:30 in the morning, 12:00-13:00 at noon, and 3:30-5:00 in the afternoon. Discounts must now be diverted. Otherwise, the limited number of after-sales service stations cannot really bear. Now we have a lot of WeChat customers, so we have also established our own WeChat client. As long as the car owners make appointments with WeChat on WeChat, they can enjoy discounts, which can avoid the difficulty of making reservations for customers who are sometimes sold after the sale. After the customer's WeChat reservation, if we find that the schedule is full, we will also call the customer to ask if we can change the time. In short, the current telephone and WeChat reservations are still running well, and the owners have also developed the habit of booking.

Easy Net: Greenland East has also launched gold members and platinum members for after-sales customers. What advantages or preferential policies do they have compared to ordinary customers?

Mr. Chen: Members of Gold and Platinum can enjoy the services of the on-site repairs, because we have a dedicated member mechanic in the after-sale workshop, which is prepared for these members. At the same time, we have the chief technician to serve them. . As for the joining method, these two kinds of members are charged, gold membership card 2888 yuan, platinum membership card 5588 yuan, which contains a lot of package content, is a package of the after-sale product. After the consumer bought our card, not only can enjoy the distinguished service, save time, and the quality of maintenance can also be assured, so now for the after-sales membership card business is also doing very well, every month will There are 40-50 new members to join. At the same time for our member customers, you can also enjoy free repair, inspection free of charge and other policies. Membership system We have promoted for a year. At present, our club has more than 700 members.

Easy car network: September 6 this year, Dongfeng Honda implemented the auto three pack policy in advance. Can you tell us about this policy?

Mr. Chen: The auto three-package policy state is mandatory for implementation on October 1, then Dongfeng Honda will start three months ahead of schedule one month in advance. The introduction of the Three Guarantees policy is actually stressful for many manufacturers because it means that the quality and service aspects have to be more in place. Therefore, the Dongfeng Honda brand itself pays great attention to product quality, so the Three Guarantees began to be almost for us. Without any influence, East Ben dealers have expressed their frankness, but we will certainly implement them in accordance with national policies. For our greenland East Ben, the customer information management file is already perfect. From the beginning of sales, the files of this car are very complete. After-sale maintenance is also a vehicle and a file. It should be said that the complete life cycle of a car All have detailed file records. Therefore, the Three Guarantees has no problem for us, and the early implementation also shows that the Dongfeng Honda brand is very confident in its products.

Easy Net: Please tell me about the trend of the joint venture brand car market in the last quarter of 2013 and 2014.

Mr. Chen: Immediately we will usher in the “Golden 9 Silver 10,” which is the peak season for automobile sales in the traditional sense. With so many years of experience, the fourth quarter is the best time to sell a car because many customers must consider it. The New Year to buy a car to go home, so that the arrival of the peak season, there may be more management pressure for us, for our sales consultants have higher professional knowledge requirements. As for the trend of joint-venture brands, the national auto market will definitely be better in the fourth quarter because the rigid demand of the Chinese is still very high, and next year, major OEMs will have to compete for an industry position, so there may be a large capacity. The promotion of rigid demand is certain, and the current macro economy is also getting better, and it has stimulated and improved China's property market, stock market and auto market.

Yi Net: Thank you, Mr. Chen, for accepting our interview and wishing that the sale of green land in the East will be booming!

Chen: Thank you!