The 3.0 User Era is compared to the 1.0 Distribution Era and the 2.0 Lead Era. Before 2006, automotive sales were still a distribution model based on wholesale and inventory deployment.

Since 2007, due to the rise of three major vertical media such as Auto Home, the industry has entered the online collection of clues and offline through dealers establishing DCCs to invite customers, so it is called the era of clues. Clues relying on vertical media certainly bring considerable traffic, but they also bring a lot of trouble to dealers. How to operate and transform clues has become a challenge that many dealers often face. The capabilities of the online sales team have directly affected the performance of 4S stores.

The 3.0 user era is characterized by communication with consumers, which has entered the stage of individual two-way interaction, consumers prefer to interact on the network, and major brands have begun to operate customer stickiness and relationships on social networks. Compared with cold outbound calls, social networks need to treat customers with the temperature of a human being, which simply means treating customers as real people, not data, traffic, and leads. The biggest change in the new era of car salesmen is the shift from bargaining power to interaction power. Therefore, the user era is even more important to encourage the user to choose our brand and our stores through a more warm operation.

I believe that most dealerships, these days, are experiencing a shift from the 2.0 lead era to the 3.0 user era. Calling and inviting is still the dominant mode. Then I'm sure you must have encountered the following pain points:

 First, there is always a shortage of DCCs, especially Gold DCCs, which are very difficult to recruit. Also, outbound calling is a frustrating job with a high turnover rate, and usually, new people are assigned to make calls at each store who can easily move on once they become veterans. As a result, the DCC departments at many of the larger stores struggle to have adequate staffing to qualitatively complete all of their lead processing for the month. Lead waste is very common.

Secondly, consumers are becoming more and more reluctant to pick up the phone and the hang-up rate is getting higher and higher. Nowadays, post-95 consumers will find it offensive to pick up unfamiliar phone calls, and would rather add WeChat than make a phone call.

Third, the three major pendant media provide leads with a lower efficiency year after year, which invariably increases the cost of each lead. It makes many dealers feel like chicken ribs, but they can't get away from it.

Fourth, making phone calls is not essentially a means to establish a connection with consumers over the long term, and the decision-making cycle of automotive consumers is usually quite long, so ultimately, only the WeChat ecosystem is the main battleground for continuing to maintain a relationship with users for long-term cultivation.

Fifth, even though some stores have partially used WeChat, the lack of effective system tools makes it difficult to regulate the quality of communication content, and user assets inside personal WeChat can easily be lost with the loss of personnel.

Therefore, based on the above pain points, we believe that the upgrade path of DCC is to enhance the in-store transaction of potential customers through the WeChat private domain user operation, and because of the addition of the private domain, it can also enhance the customer stickiness in terms of customer retention at the same time.

did with three major system and process upgrades that led to this outcome.

The first upgrade, upgrading the traditional DCC to IDCC, i.e. Internet DCC, is deeply embedded in WeChat's and Enterprise Micro's enrollment process, and the enrollment rate is included in IDCC's assessment index.

The second and third upgrades will change the mode of telephone invitations to only short-term customers, while long-term decision-making customers will mainly use WeChat+Wecom, WeChat to promote store visits and transactions through the cultivation of WeChat ecosystem users. In this process, a large number of potential customers and insurance customer user assets can be deposited, and in the future, it will be almost free to reach customers in the private domain.

The role of BRANDMAX in this chain is to provide system tools, processes, and methods to help dealers complete the upgrade from traditional DCC to WeChat operation. And in this process, to provide the core service of operation, and solve the problem of dealer gold DCC shortage. In other words, it is not enough just to provide the system, we will also go down to the field of operation, to provide on behalf of the operation services, and immediately improve the rate of store, turnover rate!

Here are some of the results from the year or so that we have been in business on behalf of the company:

This is a three-month solicitation data report. We can see that through WeChat operation, we have increased the total clue arrival rate by 164%, reaching 13.6%, which is 2.6 times that of the store's self-operation.

Meanwhile, it can be noted that the WeChat powder rate reached 49.6%, which means that there are almost 50 potential customers who added friends in one hundred leads, and according to the research, this powder rate is 7 to 8 times higher than the industry average. We can see that the rate of adding powder is even higher than the effective rate of leads, which shows that many consumers would rather chat on WeChat than pick up the phone.

This lead nurturing cycle analysis chart can very effectively illustrate the value of WeChat operations. The length of each line in this represents the number of days of user cultivation, the longest cultivation time is up to 85 days, close to 3 months, and the average cultivation is almost 24 days before they arrive at the store.

We can see that the proportion of customers cultivated to the store within 7 days is 39.8%, with an average cultivation to the store cycle of 3.1 days this category of customers is still mainly to call. But we can see that more than 7 days to cultivate for the store customers, the average cultivation cycle of 35.7 days, needs 5 weeks. And this part of the customer accounted for a large part of 60.2%, this part of the customer, that is, more than 90% of the customers have to be operated and cultivated through WeChat, obviously, this part of the customer just through telephone communication is not possible, the way the phone is not possible to establish long-term adhesion. At this time, our WeChat and enterprise micro-automation system can play a maximum performance, through a variety of labels, and layered operations in a refined way, to achieve the maximization of the transaction to the store.

Therefore, the reason why we were able to achieve a 2.5-fold increase in the arrival rate at the store end was mainly due to the incremental growth brought about by the WeChat operation

In multiple other cases, generally, we have been able to help the store end get more than a 50% increase in in-store visits. And in terms of the uptake rate, it can be greatly improved to 7 to 8 times the original level.

 

How exactly did we achieve this? Is this operating model replicable? I'll pick a few key details to share with you.

First, we will help the store to create a professional WeChat persona. For example, we created a very popular persona for a flagship store of a joint venture brand - Xiao Yue, which is not a real person, we wrote her persona story, planned the cover and avatar of her friend circle, designed the language style and chat SOP, and have a specialized team to plan all the material for the friend circle and group sending.

 

On this Xiaoyue's persona, get very good results: add powder rate, invitation rate is 3 times the original male persona in the store, although it has been repeatedly emphasized that we are in the headquarters of the group office of the network sales team, not in the store, but still 23% of consumers to the store after the proposed hope that the reception by myself.

We have revamped and upgraded the traditional DCC system, embedding WeChat additions as an important link in the phone process, ensuring the add-on rate through a multi-stage process, shortening the length of phone calls after adding WeChat, improving the efficiency of the DCC, and ensuring that the users are deposited in the private domain, which can be better cultivated sustainably in the future.

 

Our powerful WeChat operation system allows for extremely detailed labeling of all users into attribute labels, behavioral concern labels, and intent concentration labels. After the labeling is completed, the users can be subdivided into different intention tiers, and the communication can be refined to different customers respectively. Because the content is sent according to the tag grouping, no matter how many friend circles we send, it will not cause disturbance to the customers.

We have as many as 265 SOP automation task scripts for different customers' needs, enabling template management and content sending for friend circles and private chats, ensuring that every operator has the caliber of a Gold DCC. It also ensures that effective experience and standards can be replicated to everyone at scale.

The most obvious thing that BRANDMAX from other service providers is that we do not only provide system tools, but more importantly, we provide operations on behalf of the company! Because WeChat user operation is very technical work, we believe that each on the scale of the dealers will eventually be like new energy brands, to the user-centered operation mode, that is, all the operations staff concentrated together, with a perfect system process and SOP to achieve the scale of operations. This is equivalent to the "industrial revolution" in the 3.0 user era! The operation service provided by ECS can help dealers to complete this upgrade quickly.

As a leader in private domain user operation in China's automotive industry, BRANDMAX has served dozens of different dealers of more than a dozen brands in our private domain operation business so far, and has generally achieved excellent results!

Welcome those who are interested in automotive private domain operation, add Tony's personal WeChat together for in-depth exchanges, and cooperation!