Differences in marketing to change the auto supplies store in the 4S ignored or situation-4S, automotive supplies, sales – automotive supplies industry
4S shop that I believe we will not feel strange, 4S expressed a vehicle Sell (Sale), spare parts (Sparepart), service (Service), Feedback (Survey) "Four in One" car mode of operation. It is authorized by the vehicle manufacturers established, 4S store in 1999 in Taiwan only after the emergence, emphasizing a holistic, standardized, controlled by the auto service business.
4S shop there, just to meet the needs of users, it offers well-equipped maintenance area neat and clean, modern equipment and service management, highly professional atmosphere, well-maintained facilities, adequate spare parts supply, rapid and timely tracking service system. Through the 4S shop service allows users to have faith in the brand to expand sales.
But Auto Accessories 4S store in the actual sales are not optimistic, originally "Four in One" business model, it becomes just a short board 4S, 4S also made some general feel unworthy of the name of the owner. It is reported that a staff of anonymity said: "The Electronic Sell products, can profit is not high. Decorative products and high profits can not demand, mostly as gifts, they do not want money or the owners. "Comparison Car decoration Conservation industry, automobile electronic products with high technical content, the owner for the peace of mind choose to install the 4S shop Alarm And audio-visual systems, but the growing electronics industry specifications, price transparency, and volatility is small, the profit space is limited, and supporting high-end model of the original car, no need reloading electronic products, some owners also worry that after the destruction of the original car circuit modification , 4S stores do not warranty. The pillow, Steering wheel lock , Non-slip mats, car perfume, wiper and other spare parts for profit of up to several hundred percent, but mostly of gifts from there, even if purchased, direct drive to the car owners will buy supplies wholesale, inexpensive.
"Paint, Explosion-proof membrane , High oil equivalent Italy project has been designated by the vehicle plant sale, do not shop by 4S hand. "Another excellent work of the Department procurement officer said. Ancient rule set up by the upper and lower class, no place to" redress of grievances. "In view of this, automotive supplies as supplementary items, automotive supplies store to turn over in the 4S, 4S stores like Automotive supplies through increased profitability point was not easy. The car manufacturer also supplies a gradual 4S stores do not like their original thought to be about market conditions is confirmed.
In this climate, under the influence, 4S shops are "compelled" to do this, in addition to feel powerless and frustrated there is no other way than it seems. But this is really so bad? Must have or a mindset, it used to cause trouble. I heard China's auto industry in the branch president of automotive supplies, Xiong Bing, Chairman Dr. Wu Hai Auto Electric Co., Ltd. on the "4S shop Aftermarket differentiation Marketing "After the clouds are cleared immediately see a bright sun, the feeling, the original is not good to sell fine, but the problem with the way the operation.
The same product, with different angles of interpretation, you can better skill. Each other to sell products, we can add another new product ideas to the concept of selling is "God", which more than "things" seem more mysterious. But also by the fact that this: consumers "better" is not a very cold, on the contrary who do unique innovation, the more able to attract the eye, thereby increasing sales. This shows that a "difference in marketing" approach can benefit everyone. Of course, the real car into the 4S shop supplies and equipment supporting the market before, to the owners of more surprises, but also our joint efforts.
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