Interview with Chairman Zhiyuan Wu Zhihong

About Zhiyuan's expansion in the future

As each investor has his own judgment on how to invest in the brand, some take the brand for the sake of selling cars, while others take the brand for capital operation; some groups have hundreds of 4S stores, but there are also many Like us, starting from a store, we now have ten or so small and medium-sized groups; in the past few years with the steady growth of car sales, but we must strengthen the single store, at least in our group, Because the current 4S shops are moving in the direction of lean and more humane services, we must do better and more thoroughly to get the brand's services, rather than blind expansion.

I have witnessed the development and prosperity of the Anhui private car market. My shop is the earliest 4S store in Anhui. Before that, the car was a production tool. It could only be bought by some electromechanical equipment companies. I made it for the first time. In the bright hall, there are special people to explain it, there are special people for their test drive, and really sell the car as a commodity to the hands of consumers.

Service is what 4S shops need to focus on and do their best

For a car like this product, the user needs a strong service system to protect him. The former car driver was a profession, because at that time, drivers had to learn to repair cars in addition to driving cars because they had no way to enjoy the services brought to them by today’s car 4S stores; today’s cars Driving is just a skill. Whether you will repair the car or not, as long as the car is broken, make a rescue call. Everything is done in the 4S shop.

Since ancient times, China has had a mentality of spending money to buy something in kind. Now people have some changes in their mentality. But for the past, it was almost impossible for them to pay for services. Just like our 4S shop, you can provide free service for customers when you are not busy before, but as more and more cars are delivered, for this service you need to have a lot of dedicated personnel to operate, then it takes up a lot of Costs, so I have to charge; but to consumers, they only need to pay a small part of the money, so they don’t have to line up and go to the car in such a hot day; they spend money but for them , Buying time allows him to do more things. The cost of this opportunity will be much greater than his own operation.

What services will future customers enjoy?

First of all, our respective brands have their own services. For example, Peugeot has its blue care service. Skoda has its customers enjoy the service, but it is a customer care service. One of the services we are planning is, what do they need most when customers come for repairs? In addition to quickly repairing the basic needs of the car, does the customer need a scooter? We must know that when a car owner suddenly has no car, he will be very unaccustomed to it; then can we provide the customer with a scooter? Unpaid, I'm sorry, the cost is too high, we can not provide, then we are not able to provide a rental business? If we have this business, it will certainly be much more convenient than other car rental companies in terms of formalities. This will greatly increase the viscosity of customers and our 4S stores.

Even if you do not expand, you must also do your own thing

I was once a soldier. When I was a soldier, there was a word that impressed me deeply. That is, "There is no means, and it does not show the bodhisattva's heart", so I said that in the management of the company, I also continued the discipline of the army. I can give an example of being late and leave early. As far as this behavior is concerned, the first delay in eating may be true due to objective factors such as traffic jams, but the second and third times are definitely the subjective factors of the employees themselves. Therefore, there is no excuse and reason for me here. If it is late, it must be punished. This is the side of the embarrassment; but an employee usually works very hard, but there is something to ask for leave, I will naturally grant, and depending on the circumstances will give This employee paid vacation. This is the heart of the bodhisattva that I said.

Fairness is the most important internal criterion

In many private enterprises there will be a bad phenomenon, that is, "marriage shop", this phenomenon will lead to no fair presence within the company, employees will feel no hope; in my business, this situation is absolutely not allowed, each employee There is a very fair environment. As long as the quality of the staff is good, even if there is a lack of professional skills and capabilities, this will not prevent me from reusing it, because only by giving time, abilities and skills can be learned, and people The goods are not changed if they want to change.

About digging people

I think that digging people is a very bad thing. On the one hand, it is morally wrong. On the other hand, whether this person can fit in with our corporate culture is also quite costly. Therefore, in the training of employees, I will give enough time and space. Our middle-level cadres are very stable.

About the bottom of the business

As a business, there will certainly be a trough, because when a company becomes bigger, there will be bottlenecks in terms of talents, funds, and management. However, I think that as long as the direction is correct, it is impossible to make a career. To be smooth, I admire the word "choose persistence." As long as the direction of choice is correct, and the insistence on the cause, it will surely survive.

What are the evaluations of these brands that they operate?

Dealers can say that there is not much autonomy in the choice of brand, but I think that regardless of the brand, if you do it with your heart, you will do well, but I also have certain requirements for the brand I choose, I only do ordinary people The price of the family car, 100,000 to 300,000, too high-end and too small-minded does not meet my requirements. Take two brands for example:

About Peugeot, this is a brand that sold very well in Europe, but when it first entered China, it suffered a failure, and it was also very miserable in previous years. 307 a car, I sold it for 3 years and only for a month. Can sell less than 20 units; and now, Peugeot has more than a dozen models, the product line is also very perfect. So, when the Peugeot City occupation rate was only 2.X, I did a 3.X in Hefei, so I believe Peugeot will get better and better in the future.

Regarding Skoda, although it is a sub-brand of the public, in fact, the Czech industry is very strong in Europe. Many guns and cannons used for fighting are made in the Czech Republic. So, their car is very good. After operating this brand, I found that buying Skoda's consumption is very understanding of the car, because Skoda models are not dominant, purely to win performance.

Postscript: If the boss is divided into two factions, it can be roughly divided into two parts: the academic school and the technical flow, and Wu is the model of the academic school. In more than one hour of chat, he cited the classics, the corporate vision, management, The service is talking about the head and the road; not only that, a large number of examples have added to me that this is not an interview but a lecture for my workplace. An interview five years ago, Wu said that he was operating. Today's exclusive interview, Wu always talked about the service. If there are five more years, if I can still give an exclusive interview to President Wu, then Wu always talks to his Zhiyuan Enterprise. What do you think? I am looking forward!