Car sales year-end summary

2019 is an important strategic turning point for xx.

The increasingly fierce price war in the domestic sedan market and the overall economic environment regulated by the state's giants have caused great difficulties for the daily operation and development of xx companies. With the joint efforts of all employees, xx company has made a historic breakthrough, and the vehicle sales, profits and other indicators have reached record highs. As the general manager of the xx branch, he was also honored to be awarded the “Outstanding Leadership Contribution Award”. Looking back on the work throughout the year, I feel that I have a little bit of success in the following areas and I am willing to share it with my colleagues in the industry.

First, strengthen the face of market competition, do not rely on price wars to segment user groups to implement differentiated marketing

In response to the operational indicators issued by the company's headquarters this year, combined with the spirit of the xx general manager's instructions at the 2019 business conference, the branch will focus on the two aspects of differentiated marketing and improving the quality of marketing services. In the face of the increasingly fierce price competition in the market, our Hanyang branch did not blindly enter the misunderstanding of “price war”. I often say that "price is a double-edged sword", moderate price promotions are helpful for sales, but unrestricted price wars are tantamount to suicide. What kind of strategy should be used for off-season car sales? We explored a set of countermeasures:

Countermeasure 1: Strengthen the target management of the sales team 1. Standardize the service process 2. Formalization of daily work 3. Regularization of inspection work 4. Segmentation of sales indicators 5. Morning meeting, regular training of training 6. Evaluation of service indicators

Countermeasure 2: Market segmentation, establish differentiated marketing, and meticulous market analysis. We have further subdivided the previous key markets, different market segments, formulated different sales strategies, and formed differentiated marketing; according to the sales situation in XX, we identified taxis, group users, university markets, and scattered users. Wait for the four major markets. For these four major markets, we have adopted corresponding marketing strategies. For the government procurement and taxi market, we have increased our investment. We have set up a taxi sales team and a large user group. The branch company has become the governing unit of the xx Taxi Association, making more use of the promotion of the industry association to guide the market correctly. Rent a company to promote the xx brand policy. Usually we take the initiative to come to the door, regularly communicate feedback, and closely track the market dynamics. In view of the good opportunity for the taxi sales in the xx market in the past two years, we have maintained a good cooperative relationship with the rental company, took the initiative to come to the door, understand the needs of the rental company to change the car, the driver's behavior and the dynamics of the mind; the weekly tracking of the taxi company, On-site service once a month, to understand the use of new taxis, and to solve some common faults on the spot; negotiate with the taxi company to conduct on-the-spot training on the use skills and maintenance knowledge of the taxi driver. In view of the high level of knowledge of colleges and universities, we focus on the recommended sales of Picasso, supplemented by Citroen's brand introduction and cultural propaganda, so that they can experience Citro龙n's long history and rich corporate culture. In addition, we teamed up with the xx city college logistics group, and successively cooperated with the xx University of Science and Technology logistics team to set up the school district xx maintenance service point, bring the xx service to the university, and regularly free free medical examination and maintenance inspection in the university branch, in colleges and universities. Established a good brand image within the scope, driving the sales of the university market.

Countermeasure 3: Focus on information collection and make scientific guesses Today's market opportunities are fleeting, cruel and fierce competition is everywhere, and scientific market speculation has become the guidance and basis for the formulation of staged sales targets. At the dawn of the market, every piece of sales information is like a treasure. To some extent, demand information is synonymous with sales. Combined with this feature, we have established a system for everyone to collect, communicate in a timely manner, and be responsible for the person. Through the information and information feedback from the sales staff at the sales morning meeting before work, we will formulate the previous sales comparison analysis report to determine the next sales task. Refining and formulating specific sales methods and methods, and responding immediately when there is a need. At the same time, it maintains close communication with relevant departments of the brand department and actively supports the car source. Increasing the programmaticity of work avoids the blindness of work; while focusing on the absolute number of sales, we strengthen our market share. We regard the share of the branch in the xx market as the main assessment target of the sales department . This year completed the xx mission and successfully completed the annual sales target of the headquarters.

For spare parts sales, we have focused on cleaning up some of the unsalable pieces that have been accumulated for historical reasons, minimizing the backlog of branch funds. Due to the changes in the spare parts business policy this year, the profit margin of the dealers has further narrowed. For the new market situation, the branch leaders have repeatedly discussed with the spare parts business department to actively explore the surrounding spare parts market, especially the large At the same time as the customer market

The new business policy, a series of spare parts promotion activities, achieved good results. The turnover of spare parts sales was xx million yuan. In the case that the sales of the store were greatly affected by the low-price dumping impact of the market, the use of after-sales service to drive the spare parts sales of the workshop not only reversed the unfavorable situation, but also drove the sales of the workshop. After-sales service is the window, which is the backing and guarantee of our vehicle sales. This year, the branch company has ushered in the peak of after-sales maintenance since its establishment in 1996. To this end, we put forward higher requirements for the after-sales service department . Among the after-sales staff, we launched a wide range of service awareness publicity activities, as well as self-examination and mutual inspection work between the teams; The on-site inspection system of the workshops attended by the department managers put forward rectification opinions and time schedules on the spot found on the after-sales maintenance site; the user enters the station to receive the special person, pick up the car, test the car, deliver the car and other important links to emphasize the language. Behavioral norms; in the maintenance process, emphasize the use of "three pads and one cover", standardize behaviors and terms, to respect users and car care; implement kanban management in the workshop, receive and manage personnel photos, names on the wall, accept users Supervision. In order to further improve user satisfaction and shorten the waiting time for users, from June onwards, the service hours are extended every night after the sale to 1:00 am, and the after-sales club provides 24 hours a day rescue; by improving the after-sales maintenance site hardware The software environment provides customers with comprehensive and high-quality services, thus improving customer satisfaction. The annual after-sales maintenance pick-up xx times, the net working income of xx million yuan.

Second, strengthen service awareness and improve the quality of marketing services

In 2019, the competition in the automobile market was fierce. In the face of serious situation, at the beginning of the year, we determined the year of “service governance year” and proposed the management policy of “service-driven sales to achieve efficiency through governance”. We pick

The employees who have been engaged in many years of service work have established the Customer Service Department and established the customer's own customer return system and user complaint acceptance system. Each business department holds a regular service meeting every week. Each quarter, in conjunction with the service requirements of the business representative office and the feedback of the service rating, a departmental -level service meeting is held to strengthen the service awareness at the governance level, and the service work is regarded as the top priority. At the same time, it establishes and perfects the governance service system of the first-line business department serving customers and the front-line service in the internal management; in the business department , it emphasizes the principle of establishing service to customers, the customer is God; in the governance department , the service is emphasized. Sales of after-sales awareness. The formation of the second line for the first line of services, the first line for the customer service such a layer of service governance mechanism. Actively resound the headquarters requirements, improve service quality, strengthen employee service awareness, hold a weekly service quality meeting, summarize the service quality improvement actions last week, and formulate this week's plan to provide users with high quality and high quality. service.

And set up a service quality angle to track the quality of service and find out the shortcomings in time, and propose the next improvement plan. The branch has always been at the forefront of service ratings in the outlets of the business representative office, and the after-sales service has won the first place in the national network several times. While strengthening the soft body fitness, we have carried out a series of rectifications on the hardware facilities of the branch, and successively established a rest area for maintenance users, and took the lead in the maintenance of the "turnkey" project; for the surge in sales of taxis, The taxi sales and service team was established in time, and a dedicated taxi sales office was established to improve the user's rest area. According to the characteristics of the current market and the requirements of the brand department, we launched the “March Smile Service”, “May 1 Smile Gift”, “Summer Cool”, “Jinqiu University Campus Free Inspection”, Community Free Clinic, “Winter A series of activities such as “warm heating” have achieved great repercussions among customers, and the service awareness and service quality of the branch have also been significantly improved.

Third, tracking opponents' dynamics to strengthen their competitive strength

For internal governance, please come in and go out. The self-styled and closed-door vehicles have long been unable to adapt to the current fierce competition in the sedan market. We entrusted relevant professional companies to propose new plans and suggestions for the site layout and governance of the branch offices; the branch department and related business departments , in their spare time, have a certain scale of service stations in xx, especially competitors. 4s station, conduct a field survey. Learning from them and using the advantages of each other, we have accumulated first-hand information for the development of future work and the formulation of business policies.

Fourth, focus on team building

The branch office is a whole, and only by giving full play to the enthusiasm of each member can it be. Since the beginning of the year, we have established a series of regular meetings, such as weekly manager meetings, monthly business analysis meetings, and so on. The problems in marketing governance were discussed extensively at the regular meeting, which not only unified the familiarity but also defined the goals.

While strengthening our own governance, we also use external professional training to enhance the team's cohesiveness and professionalism. By hiring an international professional corporate governance consulting firm to train employees on how to improve team spirit,

One step strengthens the service awareness and philosophy of all employees.

2019 is an extraordinary year. Through the joint efforts of all employees, the branch's management has achieved a comprehensive victory, and various business indicators have repeatedly hit record highs.

In the face of rejoicing in the results, we are also clearly aware of our many shortcomings in marketing and after-sales service, especially in the innovation of market development, the innovation of boutique service concept, there is still great potential to be tapped. We must also improve our ability to respond quickly to market changes. To this end, in the face of the upcoming 2011, the branch leadership group will fully exert the spirit of teamwork, work together, and focus on the theme of “service governance”, which will “brand marketing”, “service marketing” and “cultural marketing”. "The three are closely integrated to ensure the successful completion of the branch's business operations in 2011.