Breakers in traditional auto repair shops: The Internet has broken the "three kilometers" iron rule in space

On the surface, the traditional auto repair shops are extremely influential. In recent years, these conditions have intensified, and many people have been precarious in the loss situation.

“In the past few years, I was part-time in some automotive training schools. I taught some courses on management marketing and Internet+. I had more opportunities to reach out to a group of car owners. Their biggest problem stemmed from the mutations. The market's dissatisfaction and confusion."

On the face of it, there are infinitely uncertain scenery and the crisis is extremely difficult. In recent years, these conditions have intensified, and many people have been precarious in the loss situation.

High shop rent, high labor; low efficiency, low price

After in-depth understanding and summary of some loss-making stores, I found that there are four main factors that are plaguing the operators: "Two highs and two lows." The second high refers to "high rent and high labor" and the second refers to "low efficiency and low price."

I will not talk about the "second high" issue. Everyone has the pain of understanding; I just want to say "second low" here.

ineffective

Inefficiency is a common problem in all loss-making shops I have seen. Whether it is maintenance or washing, the specific forms of representation are: lazy employees, disorderly processes, slack discipline, dislocation of talents, backward equipment, and backwardness in consciousness. Waiting, as long as these forms are exhibited, the prospects of this store can be expected.

Low price

The low unit price is well understood. This is a passive, stressful self-help program. When operators face intense competition or some kind of unfavorable situation, they usually raise the bar of price cuts.

What I want to explain here is: The price reduction behavior here cannot be confused with the low-price strategy that Song Quanye’s teacher said a few days ago, because the latter is active and is taking the initiative to attack after solving several other key factors, even if it is cheap. There is also a normal profit-making space, which we usually call "low-cost strategy." The former is a passive and helpless move, similar to killing eight hundred self-destructive suicide marketing. Understand this, we can understand the core of the low-price strategy that Song Quanye said.

How to solve the two high two low

Trend is king, efficiency is the principle

The trend is king

I have been talking about the importance of linking the Internet with the practitioners in the auto industry. However, in reality, I still have a lot of helplessness to see that many shopkeepers continue to follow the bleak reality and continue to do the same.

Among them are some who do not believe, some who do not understand, and many who do not know how to start. But in any case, there is a basic reality: a considerable portion of our customers have moved to the Internet, and they are more willing to seek services from the Internet.

"Where the rabbit is, where must we be?"

If I think of traditional store management as waiting to be treated, then half of the rabbits you escort now go to the Internet, so you have to build a pile on the Internet at least. This is the logic of the most basic traffic thinking.

Internet guide PK traditional shop

What is even more crucial is that the traditional store's emphasis on location, the so-called "three steps to open a store," "the seven elements of opening a store," and so on, are all reminding you that better ground determines better flow. However, a better place means higher rents, so this is a fallacy.

As a savvy entrepreneur, what you want is definitely lower costs and higher returns. If we can use the lowest rented venue to achieve higher traffic, this idea must be good. The solution is "O2O." By absorbing the traffic online and guiding it to a certain point under the line, as long as this process can be achieved, it will be consistent with the traditional Wangpu shop opening process, which will solve the problem of high rent.

As for how to do online traffic absorption? How to convert offline? This is an internet marketing course. I'm going to have the opportunity to open a special post to talk about the actual operation. This article is just to explore the impact of the Internet's guest properties on the storefront.

"The Internet has broken the iron rule of the so-called "three kilometers."

The obvious advantage of the instant, efficient, and transparent Internet is that it solves the “traffic congestion” problem in busy stores and collects and collates customer information.

At the same time, the marginal effect of the Internet has expanded the broader and broader dimensions of the store's survival and development both in terms of time and space. For example, if you read or read a message about the store on Baidu or on the 58th, you will see a deal immediately after being seen by someone who needs it three years later.

Another level is spatial, breaking the so-called "three kilometers" iron rule. I have always wanted to open a post to specifically address this issue because my shop found during the actual operation that many customers are from Twenty or thirty kilometers or more.

This is a traditional store that cannot be done anyway. What exactly is the reason is that customers who are 30 kilometers away are willing to look for you. This involves the "project of excellence" to build this topic at the operational level. It will also be devoted to talk later. This is just an illustration of the infinite possibilities of new trends. Of course, any new model cannot be viewed alone or simply imitated. It is a new system project.

Efficiency-based

Among the four factors I have listed, I think "inefficiency" is the most fundamental and core issue. Solving this problem also solves another problem at the same time - high labor.

From the conceptual analysis, the efficiency of the store is usually divided into two types: ping and effectiveness. In this article, I only want to read from the "human" level.

Why is the staff in your store slow like a sloth in Crazy Animal City?

Why does it take half a day for a simple maintenance project?

Why do masters always complain that they are tired, but you always hate too little performance?

In fact, this type of problem is often faced by every business operator. Therefore, various kinds of management and various incentives are used, and there are abundant routines, but the results are even. I do not think that the incentive can solve all the problems, and the incentive is effective to some extent, but there are also two defects:

First, the goals of the motivated employees are not consistent with the goals of the store, and it is easy to guide employees to look only at the money. The store has to be word of mouth in addition to money;

Second, human desires are endless and they can never be satisfied. I think that all problems are ultimately people's problems. The main responsibility lies with the managers. The managers must do "design."

"What is 'design'? Is to use tools."

The instrumental surface looks cold, unhuman, and in fact more feasible.

Taking a car wash as an example, if there are four car washers, the tool is to divide them into two groups (washing group and dry car group), two people in each group, each person's fixed position, fixed tool, fixed operation, fixed time Within the fixed work, people only act as a tool for execution.

In the first week, it needs to be supervised and corrected. After one week, it will become a subconscious job. Every action will become a muscle memory without thinking.

Some people may say that simple work can be done, and complex work will not be completed. Then we will split the complicated work into simple tasks.

For example, spray paint, a paint master's salary is not moving tens of thousands, his work is mainly to do the bottom and spray, it is first split into a flat and spray paint department, the flat part can also be split into the upper gray group and Grinding group.

Or implement a fixed position + a fixed tool + a fixed operation + a fixed time to complete the fixed work, the upper gray group's staff is equipped with a hand gray knife, grinding group of personnel is the mobile dry grinding head, spray gunner is A set of active guns with various parameters.

There is no need to do too much moral criticism. The purpose of the work is to complete it quickly and well. The spirit of craftsmanship is a kind of feelings. Feelings are often very expensive. If you further work as art, art is more expensive. You need to find exactly who you are willing to pay for.

The general public is actually more practical than you think. An all-powerful person is not only expensive, but also inefficient, so I value the team of people with relatively mediocre individuals.

Everything is instrumental design

With high efficiency and internet connection, if you can create an “excellent project”, your shop can basically go to the top.

The mountain is not high, there are immortals, the shop is not big, make money on the line, this is a digression.