Beijing Sime Darby Qiyue Kia Store, a subsidiary of Sime Darby Group, will officially open to the public in June 2023. The new store is based on Kia's latest global standard SI 2Built on the basis of 0 design style, it not only shows Kia's new brand image, but also provides a new terminal experience for consumers in Beijing. As the No. 1 Kia store in Beijing, its performance has been rising steadily since it was in operation for half a year. Recently, "Yichezhi" had an in-depth exchange with Li Hailong, the general manager of the store, who shared his experience and insights on the operation and management of the new store in the current stock market environment.
Sime Darby Qiyue Kia Store in Beijing is Sime Darby Group's first Kia *** showroom in Chinese mainland, featuring Kia's new "opposites united" design concept, presenting simple lines and spacious space, radiating a sense of fashion and high quality, providing customers with a more pleasant car buying and using experience. According to Li Hailong, in the six months since the operation of the new store, the overall business has shown a steady upward trend, with sales maintaining the first place in the Beijing market, and at the same time, the sales ranking in the northern area of Kia is also in the forefront.
The excellent results in the short term are mainly due to two factors. On the one hand, the construction of the team and the refined operation and management of the store. We not only need to conduct in-depth research on the Beijing automobile market, understand the needs and buying habits of consumers, as well as the evaluation of surrounding 4S stores and business districts and the completion of various qualifications. At the same time, it is also necessary to do a good job in talent reserve and training, whether it is the hardware environment of customer experience or the soft service to the store, combined with the group culture and the Beijing market situation, to establish the brand image and culture of "Sime Darby Qiyue".
On the other hand, before opening, it is necessary to plan a variety of marketing activities to attract consumers to buy cars in the store. Li Hailong told "Yichezhi": "After the opening, we strengthened the operation and management of the store, including sales management, customer service and after-sales management, collected customer feedback and made improvements, superimposed the continuous empowerment of the group and manufacturers, helped the store operation ability to continuously improve, and ensured that the performance of the initial operation of the store continued to rise." At the same time, it gives us confidence in Kia's re-emergence in the domestic market."
Build new service scenarios and create a good reputation.
At present, Kia's users are young, fashionable, independent, and innovative, which is basically the same as the brand tone, and Kia has been accepted by more young people. In the course of the dialogue, Li Hailong bluntly said that through the analysis of Kia's user characteristics, in the process of sales and after-sales service, more new scenarios of marketing services will be built, the core demands of customers will be deeply explored, and the core demands of customers will be deeply explored.
In the stock market, the competition between brands is extremely fierce, and with the increase of new products and brands, customers face more choices when buying cars. On this basis, we can only continue to help customers find the pain points of car use and resolve their car concerns, at this time, new marketing scenarios and deep emotional connection of customers will play a key role.
According to "Yichezhi", Beijing Sime Darby Qiyue Kia Store has made a new attempt at the service level. In terms of online, we released short ** on major platforms for promotion, and invited influencers and Internet celebrities to complete store visits and check-ins, and formed publicity for stores and brands through their private domain traffic. In terms of offline, potential customers are invited to experience in stores, and strengthen emotional connection with customers by organizing themed scene activities such as welcome home, car friendship, gratitude and feedback, and car maintenance.
At the same time, Li Hailong also combined the advantages of the store and put forward the new requirement of "100% service". Such as: 100% smile, 100% tea, 100% scene Q&A, 100% squat service, etc. In addition, in order to bring customers a higher level of differentiated experience, the store regularly organizes small classes on car common sense, "expert consultation", and uses the "butler group" method to solve customers' misunderstandings about car use and various vehicle use problems. Li Hailong pointed out that today's consumers do not only want to buy products, but also buy experience and service, and the direction of our business is not only to sell products, but more importantly, to maintain customer relationships and make close friends with customers, which is also a key part of promoting the healthy operation of stores.
2024 will hit new targets.
Today, under the increasingly fierce competition in the domestic auto market, this competition will continue in 2024. Li Hailong believes that today's user consumption behavior has changed, which also puts forward higher requirements for the service experience of car dealers, and the service standards of 4S stores should be changed accordingly, from the initial sales of products to a new car experience, and then to the management of customer relationships, to provide them with more value-added services has become more and more important.
It is understood that the store opened half a year from the initial dozen orders, and now has gradually increased to a monthly sales of 50 60 vehicles, and the steady increase in sales makes Li Hailong full of confidence in the development of the Kia brand and stores. He said, "Starting from 2023, Kia's continuous investment in the Chinese market gives us new hope, starting with the EV6 and EV5 models on the market, and by 2027, Kia will launch six EV models, and the launch of new products will further help increase store sales."
In 2024, Li Hailong will lead the team to continue to hit new goals, whether in terms of sales, output value, or team building. On the one hand, we should pay attention to the improvement of user experience and service, deeply explore the scenarios of customer car selection and maintenance, and create batch after batch of loyal customers, so as to enhance the brand voice. On the other hand, it actively embraced the changes in the industry, improved car satisfaction, and continued to make efforts to keep up with the rhythm of the market, so as to achieve the annual sales target of 800 to 1000 vehicles.