Interview with Mr. Guan Jinliang, General Manager of Haima Motors

On August 23rd, the 20th Ningbo International Automobile Expo officially kicked off as the most-respected automobile event among regions. In order to more carefully grasp the dynamics of the auto market, EasyNet conducted a series of high-level interviews for various brands today. We have the privilege of interviewing Mr. Guan Jinliang, general manager of Haida Motors Ningbo Lida Automobile Sales Co., Ltd. (hereafter referred to as the general manager). The following is an interview record:

Easy car network: Hello! First of all, please brief us on the car network users a simple introduction to our hippocampus Ningbo Lida store.

General Manager: Ningbo Lida Automobile Sales Co., Ltd. is a comprehensive enterprise specializing in vehicle sales, maintenance services, spare parts supply and information feedback. The company was established in November 2002 and is located at the intersection of Xingning Road and Shiji Avenue in Jiangdong District, Ningbo, Zhejiang Province. It is located at the east exit of Ningbo Dongfeng Road of the same three-wire highway (connecting to Hangzhou, Taizhou, and Wenzhou with the third-line). The total area is 7593 square meters, quiet environment, convenient transportation. In 2004, the construction of Haima Automobile Ningbo Lida Sales Service Store was completed and became a professional sales service point for Haima Automobile in Ningbo. The exhibition area is 1,500 square meters. The exhibition area, sales desk, boutique display cabinets, customer discussion areas, and children's entertainment areas have a pattern that is compatible and self-contained. The interior of the exhibition hall is elegant, and the interior layout is coordinated according to the seasons, which provides customers with a warm and comfortable shopping environment. The workshop area is 2,500 square meters. The business reception area, customer lounge area, parts warehouse and maintenance workshop are set up. The company's maintenance service department is based on the "customer is God" service concept, and "customer first" as its tenet. We are dedicated to customer service. The customer lounge area not only provides customers with a comfortable space, but also provides them with some entertainment facilities. , Such as plasma video, computer entertainment area, beverage bar, etc., unique form, unique style. The accessories are of pure source and complete varieties, which provide a good guarantee for the supply of repairs. The maintenance workshop is fully equipped with a series of supporting equipment such as beam correction instrument, paint booth, and double column lifts. There are a large number of middle and senior technicians in the workshop, which ensures the quality of customer vehicle maintenance and repair. Through the joint efforts of all staff, the company's hardware and software can make customers feel at home the warm atmosphere. Among them, the service store is a high standard 4S sales service store established in strict accordance with the requirements of the hippocampus. With the rapid development of the automobile industry, especially the arrival of passenger cars in the general family era, drivers tend to be younger, non-professional, and demand for vehicles. Turning to leisure and comfort, consumers who have put forward higher requirements after-sales service. While our 4S business model construction can meet the requirements of sales and service at the same time, it is in line with the development direction and market trends of modern automobiles. We will combine services with sales, do a good job of both hands, and enhance the company's competitiveness and reputation.

Easy car network: This auto show, Lida hippocampus exhibited models which? Main cart type is?

General Manager: We have made full preparations for this auto show, including preliminary publicity and the formulation of activities, as well as the launch of a series of preferential promotion policies. Of course, manufacturers have also given sufficient support to the Ningbo Auto Show.

This year's Ningbo Auto Show, all of our models have been unveiled. The most popular is our main trolley model, the hippocampus S7 and the best-selling model, the hippocampus M3, which was just launched this year.

Easy car network: From January to July, Lida Haima's sales situation is whether it has reached the expected?

General Manager: Although this year's auto market is still severe due to the impact of the big environment, our sales target in the first half of the year still fulfilled our expectations. This is mainly due to the introduction of a variety of new models, which enriches our product line and will also hippocampus. More new technologies and new products have been introduced to the market and have received good results.

Easy Net: This year, Haima launched a new model - the hippocampus S7 and the hippocampus M3. How about the current sales situation in Ningbo? Please briefly introduce the advantages and highlights of the two models.

General Manager: At present, the sales of the two new vehicles are very good. S7\M3 is now basically the status of orders. Sales are very hot, but we also like the manufacturers to apply for support for customer bookings. For Ningbo Motor Show we give priority to guarantee Adequate source, if you need to book the customer's waiting to pick up the car cycle as much as possible to minimize.

The hippocampus M3 is built by the Haima Motors Shanghai R&D Center and the international top team. It adopts the “flying” new aesthetic design concept. With eight years of experience and data from the CTCC racing game, the hippocampus M3 drag coefficient is as low as 0.27, which is completely comparable to a sports car. The HMA M3 is equipped with an HMA GN15-VF engine, featuring high torque and low consumption, which reduces the cost of car use for consumers. The hippocampus M3 is very prominent in terms of safety. The vehicle safety is designed according to the C-NCAP new five-star safety standard. High-strength steel is increased by 19% compared to the same class, and six airbags can provide full protection for the occupants. What is more worth mentioning is that M3 also uses more new technologies, including almost no configuration in its class, such as the world's top Bosch ninth-generation ESP electronic stability system.

The hippocampus S7 takes low energy consumption as a top priority in the R&D process. Considering the application of engine design, material selection, processing and fuel-saving technologies, it will bring users a real low fuel consumption driving experience. When talking about energy saving, the first thing that comes to mind is necessarily the heart of the car - the engine. The engine used by the Seahorse S7 is the HA-VVT-2.0L naturally aspirated engine independently developed by Haima. Its maximum power can reach 110KW and the maximum torque is 180Nm, which can achieve the maximum power output of the same level. On the premise of guaranteeing performance, this engine uses aluminum alloy, polymer resin, and other materials with low weight and high durability in the cylinder head, intake manifold, etc., and is optimized to achieve lighter weight of the engine and achieve energy saving and consumption reduction. purpose.

The hippocampus S7 is equipped with an intelligent start-stop system in many autonomous SUVs. When the red light or traffic jam is encountered, the engine automatically shuts off, reducing unnecessary fuel consumption. When the green light is released, the driver depresses the clutch and the engine is instantaneous. Automatic restart. According to the analysis of the system performance of professional organizations, the application of intelligent start-stop technology can reduce fuel consumption by approximately 8%. That is to say, the sea horse S7 virtually eliminates 100 kilometers and saves you about 5 yuan.

Easy car network: In the face of increasingly fierce brand competition, how to deal with hippocampal cars? How do you think about competition?

General manager: The existence of competition is inevitable, and there is competition for progress. We must also make continuous progress on our own because the fittest can survive. This requires us to continuously improve our own competitiveness, especially after-sales service. Service is fundamental to the invincibility of our 4S store. We attach great importance to customer retention, continuously strive to improve the repair rate, and strive to build Ningbo Lida's reputation and reputation through a solid foundation, excellent technology, and exquisite service. In recent years, through continuous expansion of our sales network, we have now established direct-operated stores in different regions, and we have stationed personnel to distribute sales. We have established good communication with various outlets and strive to support the construction of the Internet. In close cooperation with the local mainstream media, we will increase our propaganda and continue to expand Haima Motor’s influence in Ningbo.

As for the current competitive situation, because we have a specific consumer age, some models do not compete in Ningbo, and our brand competitiveness will not be reduced by the impact of other brands. Of course, we will not rest on our laurels. In the competition, we will pay attention to other people's development advantages and innovation measures. Through the analysis of the market environment, we will promptly adjust our business strategies, and we will discuss the meeting through monthly marketing meetings and occasional outlets. Various marketing strategies landed.

Ningbo Lida Automobile Sales Co., Ltd. Mr. Guan Jinliang Yi Net: Nowadays, the competition in the auto market is not like before it was only focused on pre-sales and sales, and after-sales services have also been added. After-sales services include after-sales maintenance services and customer care. What are the innovations of this Lida Haima in the aftermarket segment?

General Manager: Indeed, leaving the product at the current stage, consumers' demands for cars are more transferred to the purchase of service products. It can be said that services have become the primary selling point of current car dealers.

Hippocampus attaches great importance to after-sales service and customer care work. For example, Haima Automotive's “Blue Wrench” series of care services are introduced. Since the creation of the “Blue Wrench” service brand of Haima Motor Co., Ltd., it has been “Defending the value of automobiles” as of the date of its creation in 2006. Service advocates, adhere to the "customer first, sincere Zhiyuan" service concept. All along, the “Blue Wrench” has won applause from hippocampus users for its affordable, meticulous and user-friendly services. It has also become one of the top six automotive service brands in the country. This “Fu Wan Wan” service activity will not only be the opening drama for the hippocampus Haima “Blue Wrench” service brand in 2012, but will also deepen the brand image of the Haima “Blue Wrench” service brand in the domestic market.

Easy Carnet: With the rapid development and popularization of the Internet and mobile communications, digital marketing has gradually replaced the traditional dominance of traditional marketing models. For example, almost all 4S stores in Ningbo have established digital marketing teams. We are also very honored to be involved. Among them, how do you see this trend?

General Manager: Indeed, at this stage, online marketing has become the mainstream trend. For the automotive industry, the marriage with online marketing is bound to bring new growth points. We have already implemented online marketing, and we hope to have more in the future. The media strengthens cooperation and interaction. Changes as new things are the main theme. We need to find the right way for us to be the key to using online marketing.

Easy Net: Thank you for receiving our exclusive interview. Thank you.