In Linyi City, Shandong Province, there is a telemarketing list county called Yinan County with a population of only 150,000. There is a shopping plaza in the county seat called Junyue Shopping Plaza.
In recent years, with the impact of e-commerce, especially during the epidemic, many offline retail stores are not doing well, and even face the risk of bankruptcy.
But instead of closing down, this Grand Hyatt shopping plaza is thriving. The secret is that they have established a private domain community of 100,000 through WeChat groups, which not only greatly reduces marketing costs, but also increases the repurchase rate.
In this digital era, Grand Hyatt Shopping Plaza is just a microcosm: in the future, digitalization will sweep across the economic field, and digital transformation will also become a life-and-death proposition for many companies.
2. Winter in the automotive industry
According to data compiled by Zhiyan Consulting, China's auto sales in 2020 will be 25.311 million units, a decrease of 458,000 units from 2019, a year-on-year decrease of 1.78%, and sales have declined for three consecutive years.
There is no doubt that in recent years, China's auto industry as a whole has entered the era of stock, and the extensive operation of opening doors and waiting for customers in the past is rapidly being eliminated.
Auto dealers must take the initiative to reduce telemarketing list customer acquisition costs and increase transaction rates through refined operations. In this way, it is possible to not only survive, but also live better like Grand Hyatt Shopping Plaza.
More importantly, while the overall demand in the market has declined, the preferences of car consumers have also changed significantly.
First, as China's per capita GDP (US$11,300) continues to approach the World Bank's "high-income country" standard of US$12,700, the purchasing power of Chinese consumers is getting stronger and stronger. At the same time, their requirements for user experience and personalized services are getting higher and higher.
Data source: China Economic Data
With the full penetration of digitalization into our lives, especially with the arrival of the epidemic, consumers are becoming more and more accustomed to online communication and purchases. Offline is more to meet the needs of experience, delivery and maintenance.
Changes in the market and consumers send clear signals to car dealers:
Digital transformation—improving customer service capabilities and improving business efficiency—is imminent.
3. 5 keys to digital transformation
The digital transformation of auto dealers requires breakthroughs in the following five key points.
1. Private domain traffic operation
In the era of stock, it is becoming more and more difficult to obtain leads, and the cost of obtaining them is also increasing.
Therefore, depositing leads into the private domain traffic pool of the enterprise, centralized operation, and repeated contact will greatly reduce the cost of customer acquisition and improve the transaction efficiency.
For example, for immature leads, you can be patiently nurtured; for leads that are close to a deal, the deal is triggered through coupons; for customers who have already dealt, you can promote referrals through high-quality services.
However, private domain traffic operation also needs to solve the following problems:
1) How to import enterprise private domain from public domain?
The customer acquisition channels of each dealer are diversified, and the customer information we can obtain is also different. Some dealers will manage leads through phone numbers, but telephone communication is not an "online" communication method, which is not conducive to low-cost and repeated access.
To manage leads through WeChat, it is necessary to solve problems such as improving the efficiency of adding WeChat.
2) How to operate the private domain reasonably?
If you simply pull the WeChat group, and then spread the advertisements everywhere, this method will not only be ineffective, but will arouse consumers' disgust.
How to operate the private domain reasonably, provide value to consumers, and achieve the purpose of promoting transactions is a topic that we must think carefully about.