You can ‘t just ask customers what they want and then try to difference belong to them. By the time You get it built, they’ l l want something new.- Steve Jobs
You can’t just ask what customers want, and then try to give them what to do.Waiting for you to do it, they have had another new sweetheart.– Steve jobs
Premier li keqiang on two puts forward the plan of action, “Internet +” at this point, the strategy of “Internet +” rose to national level.In fact, “Internet +” has long been integrated into people’s lives, are widely used in the tertiary industry, and is to permeate the first and second industry.Predictably, the near future, “Internet +” to the People’s Daily life and various industries are linked together.
What, then, there will be between brands and the Internet how to interact?
Chevrolet’s answer is: to establish a car brand electric business platform.
Automotive electrical business concept is not new, controversies surrounding electric business model has been heard, double every year 11 war also busy enough.But in fact, the electricity doesn’t create demand, but a channel mode change.For Chevrolet, the purpose of establishing electricity from the platform is not to own sales increase.It also makes the Chevrolet electric business platform and integrated electricity and vertical electrical contractor have substaintial distinction.
In the Chevrolet brand Marketing Department minister Wu Bing point of view, if before oems in the product as the core of economic model, the future is more brand fans of economy, the core is the user and the user experience.Chevrolet to build electricity from platform, because:
“We do it, the purpose of the core from the user perspective, hope that through this platform, to integrate good dealers and their data, better provide customers with what he needs differentiated and personalized service.”
There are two key words in the sentence, “data” and “service”.On the one hand, the customer on the platform of Chevrolet’s behavior data can always be crawl down and synchronous data system, carries on the unified data management, finally, all data will be imported Shanghai general background to share data.That is to say, the past user data collected by the dealer spread, the Chevrolet brand will there be any centralized collection, and Shared to distributor.
By electricity, on the other hand, since the platform, the dealer by aggregation, the customer can very accurate know who serve him, to get first-hand information effectively, and according to the evaluation system of platform for dealers.And dealers because the resources to compete for customers, will spontaneously enhance service quality standards.
So the Chevrolet electricity from platform actually should how to do?Let’s look at PPT.
Why do electricity from the platform?
“‘ + ‘Internet will be integrated into and extended to the whole industry and business, will, and communities on the Internet and big data to guide the whole industry creative situation.”
In Wu Bing point of view, the fourth industrial revolution has with the development of information technology has came to our side, as we live and work at the core of a word.Connection will become the future enterprises and between enterprises, between enterprises and customers, the core of enterprise internal between various important resources.And establishing electricity from platform is to create a brand manufacturers, dealers and customer win-win e-commerce ecosystem.
Electricity from the platform adopts the model of what kind of?
“We think the trend of the future may be the combination of the O2O business platform, that is, from online (online) to obtain information to offline (offline) customer experience will be a complete process, giving consumers more brand awareness, brand experience and brand service, experience, and a full range of life cycle.”
O2O business model is the Chevrolet brand based electricity from the platform
O2O model frame diagram can be seen from a point of Chevrolet, dealer stores as offline outlets will still exist, in terms of consumer experience to provide services;Online, Chevrolet will with electricity from the platform and third-party electric business platform, as offline dealers entity platform support.Chevrolet will through the PC client, mobile client and the third party platform, to get all customer’s information, so as to realize offline customer experiences and services.
Chevrolet exploration of electrical business started in 2012, the earliest established DCC marketing (that is, the digital customer marketing center), especially the phone insurance operating modes section for reference model, set up 30 telephone marketing team.
In 2013 the official opening number customer marketing center (DCC), and soared to nearly 320, 22% of the business in the Chevrolet overall sales.
In 2014, the scale of DCC has reached nearly 465, has sold more than 140000, at the same time on double tenth day cat a won the sales champion.Our 465 dealers at this moment, can be in the Chevrolet electricity from the platform to carry out the sales and after-sales business
Chevrolet electric business goal since the platform?
“The core purpose is from the perspective of customers, we want to be able to integrate the dealer system, provides a relatively simple social electric business platform, interactive, timely service.”
1, provide a relatively simple social electric business platform, interactive, timely service.
2, create a manufacturer and dealer more applications from the platform, hope that through application of manufacturers and dealers stereo total fractional dimensional platform, achieve very precise one-to-one effective communication with customers and services.
3, integrated manufacturer of vehicle sales and dealer’s service marketing.Chevrolet electricity since the platform has the vehicle sales, after-sales and integrated with the vehicle spare parts sales.Unified big background to realize information delivery, collection, synchronization, and unified data management, finally, all data will be imported Shanghai general background for data sharing, which can realize full channel, full application of customer experience completely consistent.
Chevrolet electricity from the platform to take total vertical structure, micro letter end or PC can from MyChevy my Chevrolet (website), to the city, to the dealer.For a customer, he can be very accurate know who serve him, and how to get the first-hand information effectively, at the same time also can through the platform architecture, sales consultant for you, for you to sell and experience of the dealer to rate, and can see each dealer in this platform of evaluation and score.So as to realize regulation of 4 s shop service quality, forcing the Chevrolet dealers improve service quality standards.
Based on the customer life cycle, that is, from the interest to consider buying to eventually buy to application stage, the electric business platform to increase the social function, integrating Chevrolet MyChevy all on it.
Chevrolet electric business development platform, at present is to belong to upgrade the optimization stage, the first two years have completed the basic structures, the future of the third stage will put more effort on the interactive marketing platform.
At the beginning of the article, the author cites one of Steve jobs.The meaning of that sentence is that understand the importance of user requirements.And to understand the users’ needs and to the user as the center, “data” and “service” is very important, which was the Chevrolet establish electric car dealer from the platform.