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Another year of “3·15′′, once upon a time, the rights protection day made many commercial vehicle companies “fearful†and evade it. However, this year's reporter found that many commercial vehicles dare to face up to user rights protection and take the initiative to counterfeit. From the avoidance to the initiative, why did commercial vehicle companies change so much?
Supervision strengthens product transparency
"The reason why the change has taken place is because of the increasing strength of social supervision, which urges car companies to continuously improve and improve the quality of their products." The relevant person in charge of Shaanxi Auto said that in the past, the most serious situation was when car companies had problems. Reports on newspapers and televisions below the municipal level indicate that companies can eliminate negative influence through public relations. Since the publication of public opinion and the popularity of new media, this type of public relations has not been feasible. Nowadays, negative events have spread rapidly in the new media distribution environment with many channels and fast speeds, which has had a great impact on enterprises. Such lessons allow car makers to realize that instead of making a fuss about advertising and public relations, it is better to strengthen the quality and service of products and to avoid worries.
In addition, the role of new media is not only reflected in supervision, but also more transparent product information.
"The consumer is very rational in buying products nowadays, and they have a lot of ways to understand the products, such as the Internet, Weibo, Wechat, etc. The source of information determines the breadth of customer information channels." As a result, the commercial vehicle market is now more transparent, and users can choose products that meet their needs through comparison of product quality, after-sales service, and spare parts reserves.In this way, they can't tolerate the slightest falsehood, and they must work hard in terms of quality and service. This is also one of the reasons why auto companies are actively facing '3.15'."
Increased consumer awareness of rights protection
With the new generation of users after 80,90 gradually become the main force, the user awareness of rights protection is slowly increasing, which is also a severe test for the car product quality and service.
"In the past, when users encountered product quality problems, they often dealt with dealers and manufacturers. However, they often chose to behave themselves because communication was ineffective. Even after some users encountered problems, they wouldn't seek help from manufacturers. In recent years, the self-protection awareness of commercial vehicle users has been significantly improved, especially in the vehicle quality problems, the number of owners looking for dealers and manufacturers has gradually increased. In addition, the amount of complaints from last year's '3·15' can also be seen, the user It is very important for the quality and service of the product," said Tan Xiuqing, an expert on recalls from AQSIQ.
In addition to the increase in rights violations, there are some changes in users' attitudes towards rights protection. “There have been some users who took more extreme actions in the event of a vehicle problem, such as blocking the demonstration at the storefront, or even yelling. This approach not only did not achieve the desired effect, but would incur unnecessary trouble. Now, more. The attitude of users to safeguarding their rights has become more rational, and the methods of safeguarding their rights have also begun to diversify. There are more and more cases of using the Internet and mass media to safeguard rights, said Shaanxi Auto's responsible person.
Competitive quality, service wins
According to Li Tongsheng, Minister of Brand Culture of Zhongtong Bus, car companies can face “3.15†and have a lot to do with the increasingly fierce competition in the market.
“When the market environment is good in previous years, the demand for vehicles has been gradually enlarged. Under such circumstances, car companies do not sell products at all. At this stage, manufacturers’ considerations on product quality and service are not comprehensive. In recent years, the economic situation Dismal, gradually changing from the seller's market to the buyer's market, customers become more discerning, reduce procurement costs through various means, and have higher requirements on the quality and service of the purchased products.Car companies constantly improve products in order to meet the needs of customers. Quality, but also pay more attention to after-sales service investment, so the current car companies are not too afraid of the '3.15' test." Li Yusheng said.
In this regard, Wang Zongquan, the head of the network management department of the Jianghuai Automobile Heavy Vehicle Branch, holds the same view. He said that in recent years, the commercial vehicle market has been particularly fiercely competitive, and manufacturers have realized that users do not only value product quality, and after-sales service is also an important consideration. “As a result, starting in 2013, companies have been adhering to the concept of “respecting customersâ€, paying more attention to customer satisfaction and dare to face their own problems. With the promotion of this business philosophy, the company’s quality and service are qualitative. It is precisely because there is sufficient emboldenment that companies will not evade '3.15'.†Wang Zongquan analyzed.
"In the final analysis, it depends on economic factors." Some industry experts said that commercial vehicles are a barometer of the national economy. In recent years, the national economy has stabilized and the heavy-duty truck market has become bleak. The competition among manufacturers has become more intense and will place more emphasis on quality and after-sales service. , I hope to impress users through the whole lifecycle service and enhance the brand image. "3·15" is also a good platform for promoting brands and services. If it is used well, it can play a good propaganda role.
Commercial vehicle companies from escaping to take the initiative to meet