From industrial China to commercial China, the service industry has supported "half of the country" of China's economy. New scenarios, new services, new trends, people's views and requirements for the service industry are changing. As for "what kind of service paradigm do contemporary people need?" "Which service orientation is the market economy happy to accept?" ... These questions seem to depend on consumers, but they are topics that all brands must think deeply and actively explore. Since the reform and development of
, with the vigorous development of the sharing economy and digital economy, the development of the service industry has entered a new stage. From 2012 to 2018, the added value of the service industry increased by 7.9% annually. In 2015, the service industry accounted for more than 50% of GDP for the first time and reached 53.9% in 2019, becoming the veritable largest industry in the national economy and the main driving force of economic growth. Corresponding to
, social materials are becoming more and more abundant, and the level of public consumption demand is constantly improving. People no longer meet the basic needs of food and clothing, but yearn for a quality lifestyle, emphasizing personalized consumer services. For example, when we choose to eat hot pot in Haidilao, in addition to the hygienic and delicious ingredients, we will appreciate the Sichuan face-changing performance, Chinese martial arts noodle performance provided by the hot pot culture, and free manicure, shoe shine, and waiting snacks... When we stayed at the hotel and chose the Ritz-Carlton, it was not only because of its global chain, but also because each of its employees had an authorized quota of US$2,000, which was able to resolve various grievances and complaints from customers at any time, and fully implemented humanized customer service.
Therefore, benchmarking industry leaders, how to make "service" into a product, or integrate existing service elements into existing products, make it an important link in productivity and the internal driving force of the enterprise, and become the pursuit of many service industry brands Direction.
However, the real contradiction in front of us is: Although everyone realizes that they have entered the service economy and post-material consumption era, the theory of guiding service marketing in the industry still stays at “manufacturing” as the leading factor and “product marketing” as the leading factor. The core stage. The market is more about repetitively educating brands on how to market tangible products, rather than "services" themselves; brands are caught in the shackles of non-standard guidance and "blind" services.
takes the century-old automobile industry as an example-
since the 1930s, the rapid advancement of industry has forced the technological innovation of automobiles. From high-speed gasoline engines, starter motor systems to streamlined body design, radial tires... the hardware facilities and parts are constantly changing, and the level of mechanical technology development has improved again and again. So far, the world's annual output of automobiles has reached 56 million, and major brands launch a variety of new cars every day.
New materials, new models and intelligent technology in the era of mobile Internet enable automobiles to diversify their driving styles, make manufacturing flexible, and globalize production organizations. Now, as long as we take out the mobile phone, we can easily learn the product information of each new car. If we observe carefully, we will find that all brands are racking their brains to optimize the product. The result is that the gap between the quality and performance of the brand products is getting smaller and smaller. . From "purchasing" to "driving", it is gradually difficult for us to feel the product differences between different brands.
When the degree of homogeneity reaches a certain value, the product is no longer the only criterion for measuring the value of the brand. As a result, many brands simply and rudely shouted "luxury". But adding the word "luxury" in front of the car, apart from the price on the label, how does its essence differ from other competing products? Is it reflected in the hand-stitched stitching on the seat headrest, or the clear and sweet sound when opening and closing the door? These are not what today's consumers really value. The car buyers’ perception of luxury cars has shifted from the ostentatious possession in the era of scarce production capacity to the pursuit of emotional value experience. Therefore, confined to the product side, considering "product luxury = brand added value" does not constitute a competitive brand advantage. On the other hand, more and more car owners are focusing on the value of after-sales service after purchasing a car, and the competition in the aftermarket is quietly unfolding.
In response to this situation, Buick established China’s first after-sales service brand "Buick Care" as early as 2002, with "Caring about you more than you" as its core, and taking auto after-sales service from the traditional passive maintenance service into the initiative. In the era of caring, this creates a path of differentiated services and also provides a reference for "how brands should do service marketing".
Starting from "Buick Care", Buick will focus on vehicle maintenance, owner’s life experience and other full-link services for car owners to coverThe seamless caring service for car owners throughout the car, filling the car owners’ needs in various scenarios, and realizing the transition from a single-line branding period that only focuses on products to a dual-line brand development stage that strengthens "products + services", and strives to allow car owners to consume Everyone can enjoy the quality service of "worry-free car use, worry-free car maintenance, and worry-free car enjoyment".
In addition, one year after "Buick Care" was proposed, Buick launched the "Star and Moon Service". The official announced that regardless of whether the night is decorated with bright moon and stars, the lights and smiles of Buick's special after-sales service center will always be waiting for car owners who return late. The official landing of "Xingyue Service" made Shanghai GM the first in the industry, extending the service hours of all Buick special after-sales service centers nationwide to 22:00, giving Buick owners more convenience in car use.
In 2016, Buick continued to have in-depth insights into the changing trends of user needs, created a service rating system with Avenir as the highest standard, and provided "customer-oriented" Buick customized services. Every Buick Avenir owner is equipped with a private car butler, who can enjoy Avenir VIP services such as free airport shuttle, free rescue, and annual courtesy.
At the same time, focusing on the rapid popularization of mobile internet, "Buick Care" has accelerated the upgrade of the official self-built handheld car life service platform-iBuick App. On the App, users can remotely control and monitor the status of the vehicle, understand maintenance suggestions, query the maintenance progress, and remotely watch the maintenance process. It is truly "easy to repair with a finger move."
This year, in response to user service experience preferences, Buick has further completed the iteration of the iBuick App version, adding a number of services such as "accompanied intelligent assistant", "one-click appointment", "48-minute fast guarantee", "home pick-up and delivery" and other services Features.
offline, "Buick Care" continues to improve personalized and innovative boutique services, the official car owners club "Biekehui" has improved the construction of the car fan ecosystem, and innovatively developed characteristic service products have been expanded to 8 types of car life services.
products and services are two sides of the brand. For any service industry brand seeking to develop upward, "product" is the foundation, and "service" is the fundamental. Good service can increase the audience's brand stickiness, bring good reputation, endow the brand with high return and added value, and help the accumulation of brand equity.
Regarding what is a good service and how to provide a good service, "Buick Care" uses 18 years of practical actions to explain: in addition to the hard power of professional products, it touches the needs of consumers in the whole scene, and differentiates positioning, regeneration and products are inseparable Even if the business itself is intangible, unquantifiable, and unable to store value; but as long as it is full of brand temperature and brand human care, it will eventually be accepted by the market.
Understanding the Three Views of the Global Times
