The tragic degree of the price war in the automobile market in the first half of this year is obvious to all. However, this smoke-filledBehind the "battle", there is also a "hidden injury" that is quietly perceived by many consumers but easily overlooked-that is, the "straight decline" of the service quality of 4S stores.
This is not an alarmist. Just as the new media of automobile intelligence has seen and felt in the continuous market visit: many brand sales consultants are either"Lazy" mobile phone brushing, or lack of enthusiasm and smile service for customers entering the store. When asked about the reason, the answer was straightforward and heartfelt: "I used to sell a car with a lot of commission, but now my income has plummeted. What kind of good looks do we have?" Looking at each other, the sharp drop in income does affect enthusiasm, but it will undoubtedly pass the pressure on consumers and greatly reduce the experience of car purchase and maintenance.
However, under the background of the times when the industry cuts costs and services, there are always some brands.In the "cold winter", the precious brand background and initial service are still adhered to. Recently, the HarmonyOS Zhixing Experience Center (Intellectual Brand) visited by the author gave us a strong proof.
fromFrom "undiminished smile" to "system strength"
During my spare time on business trip, the author walked into the HarmonyOS Zhixing User Center in Wuhan. My first impression was the luxury and technology on the hardware level: the store was transparent, the design was full of futuristic, and the environment was absolutely clean and comfortable. In front of us, several intellectual cars are shining under the carefully arranged lights, silently telling the brand’s scientific and technological strength.
However, what really made this visit unforgettable was what I felt later and flowed in every detail."Software" Temperature —— A set of service philosophy that goes deep into the bone marrow of the intellectual community.
It is more appropriate to use two groups of words: professional and sincere. Although the author clearly informed me of this trip before seeing the car."Only visit, not buy a car for the time being", frankly speaking, this is usually a "signal light" for the enthusiasm of sales consultants to cool down rapidly, and it is not uncommon to lose or even perfunctory attitude. However, Miss Jie, the sales consultant of the intellectual circle who received the author, showed a completely different look-her smile was sincere all the time, the service process was still meticulous, and she answered every question raised by the author professionally and in detail.
Practically speaking, this enthusiasm does not have the annoyance of overselling, nor is it the kind of forced smile that can be seen at a glance. You can see a sense of pride in the brand and professional service quality.
This can’t help but remind me of working with many luxury brands.In the general communication between 4S stores, they all emphasize that the real luxury is by no means piling up configuration or shouting slogans, and its core support lies in the strong system strength-called SOP (standard operating procedure) internally. In the intellectual world, the author also clearly felt the power of this system.
That is, from appointment, reception, consultation to subsequent maintenance, every link follows a unified, efficient and transparent standardized process. It is this rigorous system that ensures the stable output of service efficiency and quality, and makes the luxury of the new era have a solid foothold. You can see the leopard in the tube. It can be said that the essence of a luxury brand is refined in these seemingly subtle but crucial service processes.
from"Delivery End" to "Evolution Starting Point"
In a further chat with the intellectual sales consultant, her words broke the essence of brand service:"In the service system of the intellectual community, vehicle delivery is not the end, but the starting point of continuous evolution."
This is by no means empty talk. It is intuitively manifested in the intellectual world that the user center has been built into a sense of belonging."Home away from home". What users feel here is far more than reliable technical support. Just as it is affectionately dubbed as "HarmonyOS Zhixing Hotel" by users, it is a place that can be trusted, relaxed and even "go home for dinner".
Recently, Huawei managing director and terminalYu Chengdong, Chairman of BG and Chairman of BU, a smart car solution, personally sent a message introducing the "Starry Night Service" launched by HarmonyOS Zhixing User Center. This service directly hits the pain points of urban people: extending business hours until late at night, making it convenient for users to come to the store for vehicle inspection, maintenance or charging after work. What surprises users most is that this service is not simply "overtime", but a free "midnight snack". Many experienced users teased on the Internet: "The HarmonyOS Hotel has even arranged a midnight snack, which is to carry out the" going home for dinner "to the end. "
When many brands reduce night service due to cost, the intellectual community chooses to light up a lamp and prepare a bowl of hot food for users in the middle of the night. This kind of care is exactly the opposite.The most embodiment of the concept of "customer first".
It is worth mentioning that this year.In June, Zhijie announced that it would upgrade the physical Bluetooth keys for all old car owners free of charge, and simultaneously optimize the related functional experience. Paid users can also get the equivalent points back, which can be used to exchange services or goods. This seemingly simple upgrade has triggered a screen-brushing praise in the car owners’ community-Ms. Li, the first batch of R7 car owners in Shanghai, sent a private letter to the new media of automobile intelligence: "I can still receive the’ after-sales red envelope’ from the manufacturer after buying a car for more than one year. This feeling of being remembered is warmer than the price reduction promotion."
What is more noteworthy is that the intellectual community willOTA is the core of "invisible after-sales service". By regularly pushing the optimization of intelligent driving system, adding entertainment functions and improving energy efficiency management, Zhijie allows old car owners to enjoy the technical iterative bonus without frequent return to the store. Behind this "non-inductive upgrade" is the brand’s respect for the time value of users-when many brands tilt their resources to new car marketing, the intellectual community chooses to maintain the loyalty of old users with the experience of continuous evolution.
Users in brand evolution"sense of presence"
When many brands pour resources into the smoke of price war.When "how to sell more cars", the intellectual circle turned its attention to "how to make car owners love their cars more" and "how to make brands and users grow together". This is not only reflected in the continuous functional evolution and intimate service mentioned above, but also extends to the iteration of brand image itself-and users have always been placed at the center of this evolution.
On July 15th, Zhijie Automobile officially launched a brand new logo. This is not a simple visual change: the original LUXEED alphabet has been upgraded to a family-style hexagonal design of HarmonyOS Zhixing, and the dynamic "X" element has been ingeniously incorporated, which intuitively conveys the spiritual core of the brand "breaking through the boundary and exploring the unknown". However, what is more profound than visual rejuvenation is the user care action launched by Zhijie around this: a free souvenir of Zhijie brand logo will be given to all owners of Zhijie R7/S7 who have bought cars, and the application channel will continue to be open until the end of 2025.
This heavy badge is worth far more than the material itself. It is designed to be placed in the car or collected, which becomes a unique witness of the journey between the owner and the intellectual brand. The author noticed a Zhejiang on social media.The owner of the intellectual community of IP sighed: "I thought it was just a brand change Logo, but I didn’t expect to receive a unique badge with full texture. It seems to record the moment when I became attached to my car. This sense of ritual is too strong, and I instantly feel that I am a participant and witness in the brand history. "
What is more commendable is the thoughtful consideration of the intellectual community in service details. The official special reminder is that car owners who have registered to apply for physical Bluetooth keys can conveniently receive commemorative badges at the same service center. This seemingly small design has profoundly confirmed the consistency and user-friendliness of the intellectual service system. This is not only the improvement of efficiency, but also the deep respect for users’ time and experience, which is the intellectual world.Once again, SOP system has landed warmly on user contacts.
【 Conclusion 】From the sales consultantThe professionalism of "smile is not diminished", and a bowl of warm midnight snack in "starry night service"; From the "after-sales red envelope" of upgrading Bluetooth keys for free to the "non-inductive evolution" bonus brought by OTA; Then to the "sense of presence" carried by a commemorative badge, the intellectual community is trying to build a user ecology beyond the traditional trading relationship. It not only sells cars, but also manages a brand relationship based on continuous care and common growth.
Competition in the auto market should never be just a price fight. whenWhen "involution" makes some brands lose ground in service, the choice of intellectual circles provides a valuable perspective: besides the noisy price war, sincere investment in user experience and long-term adherence to service standards are the "brand background color" to cross the cycle and win user loyalty.