TU-TESL

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In recent years, affected by the economic environment, the domestic automobile market as a whole has declined. For some car companies, the continuous reduction of car sales and profits has become the norm. According to the latest data of China Automobile Association, from January to November 2019, the domestic automobile sales volume was 23.11 million, down 9.1% year on year. After years of high-speed growth, the consumer market was overdrawn in advance, and the domestic automobile market has gradually formed a situation of "supply exceeding demand". However, although the growth of automobile market is weak, the overall market volume is still huge, and the car ownership is also increasing year by year. Under such a background, the major automobile enterprises have gradually found a "new opportunity" to resist the cold winter of the automobile market, and the development focus has shifted from the past competition of product power to the field of service. Due to the late start of China's automobile industry, there is still a gap in the development of automobile service field compared with developed countries. Foreign after-sales service is based on improving vehicle warranty period and implementing "nanny type" service; while domestic after-sales service is still in the "broken warranty" after-sales service 1.0 stage, for the shaping of service brand, user experience, relationship repair, etc There are still many deficiencies. At the same time, after-sale service market is full of chaos and disputes, which has become an important factor restricting the development of after-sale service industry. According to the statistics of vehicle quality network, 17561 real name complaints of service problems were received from January to November 2019, an increase of 41.9% over the same period of 2018, higher than the total number of complaints in the same period. Among them, service attitude is still the service problem with the highest number of complaints, an increase of 46.2% over the same period in 2018. It is worth noting that "no problem solving" and "no spare parts" have become the service problem points with the highest number of complaints. Through the change of data, it is not difficult to find that at this stage, consumers pay more attention to the after-sales service of automobile enterprises, some of which even reach the level of "zero tolerance". It can be said that the quality of after-sales service will have a direct impact on the user's "repurchase" behavior. In addition, with the continuous deepening of domestic consumption upgrading, the automobile consumption market has also undergone a fundamental change. Consumers have not only paid attention to the product power and price of vehicles, but also paid more attention to the service quality and experience, so the decision-making period for purchasing cars is longer than before. In short, whether people can enjoy more considerate and higher value-added services when they buy a car will become an important factor influencing people's purchase decision. Based on this, in the current domestic automobile market downturn, the service sector has become a "new weapon" of differentiated competition among major automobile manufacturers. Improving service satisfaction and building service brand have become the consensus among automobile manufacturers. More and more car companies have formed their own unique service brands, such as "care in the details" of the car, BMW Brilliance's "happy often, driving without worry", automobile "intimate partner service" and Dongfeng Honda's "substantial trust". During this year, many automobile enterprises also released new service brands /, for example, Beijing brand released "55 degree service concept", GAC Honda released a new service brand proposition "fun" The core of "link create and enjoy car life" is to enhance the user experience and user satisfaction in the after-sales service link by creating intimate service for users, so as to establish and enhance the brand image. Among them, the "extreme service" promoted by the new force of car building is undoubtedly the most subversive, which can be said to be a reshaping of the auto after-sales service industry. From the perspective of service form, the launched "ultimate service" is quite different from the traditional after-sales service, which can be defined as "the best service" and "the highest service". It not only focuses on user rights and maintenance, but also covers all kinds of scenes of users in daily use. It provides housekeeper service and family like refined service to help users solve all aspects of daily use problems, with no details. Kerry saichi consulting, which has studied the service mode of Wellcome for many years, summed up its core as "2 + 5 service concept", namely 2 service cores (internal and external user relations) and 5 service Essentials (service culture, service focus, timely response, full participation and rational service). This kind of innovative service mode breaks the boundary of traditional automobile after-sales service and provides a possibility for the future development of automobile after-sales service in China. But from the perspective of industry, is this innovation mode replicable and suitable for promotion in the whole industry? There are also disagreements in the industry. With the development of science and technology, the service distance between brands and users is gradually shortened, and the "ceiling" of service is gradually raised. User service has changed from passive to active, from acceptance to enjoyment. Some experts in the industry think that "extreme service" is an effective way to establish brand and market position. The experience brought by "extreme service" forms a part of industrial and social capital, and then accumulates into brand capital at the brand level, helping enterprises stand out in differentiated competition. It is with the core advantage of "extreme service" that Yulai is the leader among many new forces of car building, and it has quickly gathered a large number of brand "iron powder", which has truly achieved the goal of user-centered, further narrowing the distance between users and car enterprises. From this perspective, the "extreme service" model will not only play a favorable role in promoting the existing domestic after-sales service system, but also lead the future development direction of the automotive service field. Why do you say that? A simple example may be easier to understand. China's taxi industry has been advocating the concept of service, but over the past 30 years, the improvement of service level is limited. Until the emergence of didi and other online car Hailing platforms, the service level of the taxi industry has been greatly improved. In the final analysis, this is the result of the change of service mode, and the "ultimate service" promoted by Yulai undoubtedly has such energy. From this point of view, the "extreme service" model is undoubtedly successful. It is undeniable that the "extreme service" model is indeed possible to subvert and replace the existing service system and standards, but the possibility is not optimistic. In fact, all services are resource investment. The "ultimate service" with bright appearance is undoubtedly a huge resource investment. Some insiders believe that the success of the "ultimate service" implemented by ulsai is related to its identity as a start-up enterprise. The influx of a large number of capital makes ulsai have the ability to transform service experience into brand capital. In fact, ulsai has done a very good job in this regard. But this kind of extreme service, which needs a lot of resources and costs, brings great pressure to the enterprise, and also requires high stability of the enterprise's capital chain. However, the after-sales service mode of traditional automobile enterprises involves too many interests of all parties, and the transformation to "extreme service" mode will encounter many obstacles. On the other hand, it has something to do with its small products and market share. At present, there are only two models on sale for Weilai automobile, and the cumulative delivery volume up to now is 30000. Compared with traditional automobile enterprises, such data is not even a fraction. If the volume in the future reaches 50000, 100000 or even higher, can this kind of service achieve the "ultimate"? This is also a common concern in the industry. In addition, Ma Qiji, President of the Digital Research Institute of China Business Advertising Association, believes that "extreme service" can not exceed the practical constraints and unlimited expansion of market demand. In other words, there is also a limit to this "extreme", which cannot completely deviate from the market law. In the current market environment, automobile enterprises pay more and more attention to after-sales service. The upgrading of service concept and service brand continues to strengthen. Some enterprises have upgraded to after-sales service 2.0 or even 2.5 stage, with their own service brand and car life circle, but there is still a certain gap from our ideal after-sales service. Today we discuss the "extreme service" mode, its emergence has its inevitability, let us see a direction of the future development of automobile service industry. From the perspective of this model alone, it is worth affirming, but there are still some problems in the promotion and implementation of the whole industry, which need further discussion and exploration.