4S shop is the main channel for new car sales and after-sales service, compared with general dealers, 4S shop provides a complete set of sales solutions, you can get more comprehensive and detailed car consulting services.
Some luxury brands' 4S stores also represent the brand's high-end image, offering high-quality, high-quality products and services. Buying a new car in a 4S store is already a common practice among Chinese consumers.
The four "S" in the 4S store represent the four services of Sales, Service, Spare Parts, and Survey.
Inertial thinking tells us that "of course, the more comprehensive the service, the better", and Xiaomi does the opposite. The dealer partner of Xiaomi Auto turned out to be a 2S store, which is only responsible for sales and after-sales service. What's going on? What is the difference between 2S stores and 4S and directly operated stores?
sStore comparisonsshop
In fact, 4S stores are not without their drawbacks, and some 4S stores will force consumers to sell some additional services, such as insurance, maintenance or decoration, in order to pursue profits. If you don't buy these services, you can't complete the transaction, which not only incurs consumer disgust, but also violates the legitimate rights and interests of consumers.
In the process of after-sales service, forcing consumers to buy some unnecessary spare parts to improve the profit of after-sales service has become a common practice among 4S stores. The "greasy" in charging makes consumers feel guilty about 4S stores.
The 2S store does not provide accessories** and information feedback services, so it can be more flexible in terms of store size and location. After customers buy a car in a 2S store, if they need accessories or feedback on product quality and service, they need to contact the car manufacturer or parts supplier directly, bypassing the dealer to buy accessories in a real way.
2S stores are smaller than 4S stores and are usually equipped with professional sales teams and after-sales service teams, but the scope of services provided is relatively limited. Some car brands will have both 4S and 2S stores in the market to meet the needs of different consumer groups.
sStores vs. directly operated stores
Compared with 4S stores, the advantage of direct stores is that they bypass the direct docking between dealers and manufacturers, there is no middleman to make the difference, and consumers do not have to waste their tongues in the direct store. The unified and standardized sales model is deeply loved by consumers.
Directly operated stores are operated by car companies, and 4S stores are operated by third-party companies. To build a direct-sales store with vehicle sales, parts sales, information feedback and after-sales maintenance, its investment is not lower than that of dealer stores; Counting hidden expenses, it will actually be higher; Therefore, the direct stores of car companies are destined to fail to achieve comprehensive coverage.
There are many advantages of direct-operated stores, but they cannot achieve scale and the service cannot be well covered.
Second- and third-tier cities.
2S stores can solve this problem well, and the separation of sales and services can effectively reduce store investment and reduce the pressure on dealer operations; The reduction of pressure is equal to the fundamental reduction of operating vehicles, and under the premise of unchanged profit margins, it is equivalent to making more money for 2S stores, and at this time, car companies can standardize the standards of vehicle sales and vehicle maintenance, and ultimately achieve a win-win situation for car manufacturers, car sellers, car repair shops and users.
China has 681 cities, including 293 prefecture-level cities and 388 county-level cities, so it is unrealistic for any car company to realize the direct sales model of production and sales. While relying on dealers to share the sales pressure, standardize the behavior of dealers and provide consumers with more intimate and practical services, which is a problem that car companies need to focus on!