Interview with Mr. Xia Hao, General Manager of Jianguo Haima

From August 30th to September 8th, 2013, the 16th Chengdu International Automobile Exhibition was held at the New International Convention & Exposition Center in Chengdu Century City. This Chengdu Auto Show will set a new benchmark in the history of Chengdu Auto City. The global auto giants are all on the scene, bringing together the newest, coolest and most trendy cars in the market. No matter whether they are exhibitors or exhibitors, they have reached a record high. The editors of Yiyun.com specially interviewed Jianguo Xia, general manager of Jianguo Haima, on the issues of Jianguo Hippocampus' development, the auto show's preferential policies, the development of after-sales service, internet marketing, and future development.

Easy Carnet: First of all, thank Xia Zong for accepting an exclusive interview with us. First, can you tell us about the sales situation of Jianguo Haima in the first half of the year?

Xia Hao: Jianguo Haima performed quite well this year. In the first half of the year, we sold more than 2,000 cars. The trend is quite good. We would like to thank the consumers who chose to buy cars in our founding Haima.

Easy car network: Do you think Jianguo hippocampus sales are good reasons?

Xia Hao: First of all, I have always believed in online marketing, so the founding of the country's hippocampus established an online sales department very early, and increased a lot of investment in the network, sales have turned up several times, and the second is our channel In the above efforts, a large number of franchise stores and direct sales stores were opened, which is also the key to improving sales.

Easy car network: Haima so many cars inside, which sales are better?

Xia Hao: It is our new model M3, S7. With a beautiful appearance and high cost performance, these two models are deeply loved by consumers, and the majority of users are also praised for these two cars.

Easy car network: We know that the Cavaliers and S7 are positioning urban SUVs. What is the difference between the two cars?

Xia Hao: The hippocampus S7 debuted at the Shanghai Auto Show in April this year. It was positioned as a compact city SUV. The car was actually a product that was renamed after the seahorse knight changed its profile. Compared to previous hippocampal knights, the S7 is more fashionable and has a higher positioning. The hippocampus knight continues to sell after the launch of the S7. In these two models, the sales of the S7 of the hippocampus should be able to account for 70% of the sales, which will have a great impact on the Cavaliers.

Easy car network: Can M3 be seen as a supplement to Fumei?

Xia Hao: The hippocampus M3 has a very beautiful appearance. The hardware configuration is good and the price is very strong, especially for this grade of products. The purchase of Fairchild's consumers is based on its performance. Many consumers also know the performance of Faircome on CTCC. The two models face different customer groups, so the two models are more like complementary relationships. .

Easy Net: Haima did not participate in this year's exhibition. What kind of means does Jianguo Haima rely on to attract customers' attention?

Xia Hao: I don’t think there is much difference between exhibitors and exhibitors. I’d like to discuss it further. To be honest, hippocampus participated in the auto show in previous years, but the effect was not very satisfactory. We saved the auto show’s expenses this year and used it for terminal profit. Different from the North, Guangzhou, and Shenzhen, many consumers at the Chengdu Auto Show came to buy a car. The biggest temptation for them was a substantial preferential policy. This year we really made this offer a reality, so the customer is also very touched. . Our knight can enjoy a cash discount of 23,000 yuan, which also makes our showroom very hot. Second, we invested this part of the money in advertising. We spent a lot of advertising fees on various media. In addition, our auto show policy is not only for Chengdu customers, but for the entire province.

Easy car network: Immediately near the Mid-Autumn National Day, if such a large order can be digested, can the customer mention the car?

Xia Hao: In order to make preparations for the auto show early this year, each model will start to reserve one or two months in advance. As long as consumers look at which car, we can meet whatever color and configuration.

Easy car network: Jianguo hippocampus as the total agent in Sichuan, Jianguo now also buy in Sichuan how many stores do?

Xia Hao: In the future we plan to have 40 hippocampus 4S stores in the whole sea area of ​​Sichuan. Our direct sales stores will reach 70-80. We mainly spend on our direct-operated stores, franchise stores and 4S stores. Get things done. However, the current level of secondary sales is not very high. There are differences with directly operated stores and franchise stores, accounting for an overall one-quarter. Fortunately, this year's hippocampus does not pursue excessive profits. Our main purpose this year is on impulse, because we Jianguo assumes two-thirds of the total sales in Sichuan. Consumers can enjoy the lowest price when they buy a car from Jianguo. Manufacturers have given us subsidies.

In order to let more consumers know about our hippocampus, understand our hippocampus, choose our hippocampus, and evaluate our hippocampus, I decided to turn the profits of 10 cars into the profits of 100 cars. As long as the cars are sold, the profits come. Before many consumers thought that the price of our hippocampus models was too high, I think this idea is very extreme, in fact, hippocampus is very strict in the process of building a car, manufacturers put the core on the quality of the vehicle, rather than the price on the first One, a car sold from more than 70,000 to more than 30,000, consumers feel relieved that they certainly do not trust. Seahorse can let you feel the brand is real, for example, the price of the Great Wall is not cheap, but he focuses on quality, has been recognized by consumers, so he succeeded.

Easy car network: Jianguo hippocampus has so many outlets, can you keep up with the maintenance?

Xia Hao: Why do we want to build direct sales stores and franchise stores? Its core is after-sales service. Only after-sales service satisfaction goes up. Sales volume can be further improved. If a brand customer satisfaction cannot be achieved, then the brand has already Entering an endangered edge, for example, spark plugs are not ignited because of aging. This can cause great difficulties for the driver. If you do not have a service system behind you, it will be repaired for a long time. This will cause a small thing to evolve into a big event. If the problem is solved well, the customer will think that this is a minor problem. Therefore, in the after-sales service, we must pay more attention to communicating with customers.

Easy car network: This year, Volkswagen and PSA Peugeot Citroen launched the new Jetta, Santana, 301, Elysee, such as the introduction of Jiaojia, and the sinking of these brands to the second level, which will have an impact on their own brand?

Xia Hao: The new car of the joint venture brand will have an impact on our sales. The VW series is deeply ingrained in the eyes of our Chinese consumers, and they are stronger than us in terms of profits. We have taken the low-profit route and they have not. To achieve the precipitation of third and fourth-tier cities, but we Jianguo Group has a channel advantage, we must be more proactive approach to customers, understand customers, do more customer satisfaction, to move customers, I believe we are still competitive

Easy car network: Now many manufacturers and dealers groups began to pay attention to online marketing, network marketing has begun to converge to homogenization, Jianguo hippocampus in this regard, what measures to deal with it?

Xia Hao: We have been cooperating with EZ for so long. You also know that we have many online promotions and we have great promotional efforts. The goal of this year's seahorse is to have activities every day. There are promotions on the month and month. This kind of promotion is to make profits. drop to lowest. For customers who leave messages online, we will invite them to the store to do some test drive to let them really understand the seahorse. I plan to have a plan in the second half of this year. As long as customers who leave messages on the Internet have gifts, thank them for paying attention to Jianguo hippocampus online. As long as the netizen pays attention to my hippocampus, he is still very interested in hippocampus, and we also have The occasional organizing activities will really make them feel that our founding seahorses care for them in every possible way. In order to unite our car owners, we also set up a hippocampus caravan and invited many hippocampus owners to go to the countryside to support our education. As long as we enter our hippocampus group, we can enjoy many services. Even if you do not choose a hippocampus model, we will also Help you analyze which model you are suitable for.

Easy Net: It seems that Jianguo's service is quite good. Lastly, please say a word to the owners of the seahorses and potential customers.

Xia Hao: I am very grateful for the support of the owners of the seahorse. You chose the seahorse to choose us on behalf. We have the obligation to let you feel the quality service of the founding seahorse.