For the recent Lifan 520 rollover on the Internet, Lifan Group recently published an accident report that invoked the investigation content of the Hainan Traffic Control Department to clarify the facts to the public to eliminate the negative impact caused by the “rollover image incidentâ€. However, for private enterprises who are engaged in the automotive industry, it is not easy to gain the trust of consumers. In the future, similar rumors are inevitable.
The biggest confidence crisis faced by private enterprises in manufacturing cars is the issue of strength. In particular, Oaks Motors, which had made a lot of noises in the past year, “destroyed the market,†and one mouse damaged a pot of porridge, greatly deepening the public’s doubts about the strength of private enterprises. Secondly, because most private enterprises make cars are “half-wayâ€, many consumers are worried about their product quality and technical service. In addition, compared with the mature joint venture brand, the private car brand appeal is weak, and only the low price card can be played.
Not long ago, a sample survey released by the China Social Survey showed that domestic consumers trust FAW, Dongfeng, and SAIC Motor Group's subsidiaries and their products, among which the reasons are self-evident. For this cruel market reality, Geely is good, Lifan worth mentioning, private automotive companies must accept and habit. To reverse this situation, we must only use the "hard truth" of product quality and after-sales service quality.
From the perspective of the competitive landscape of the domestic auto after-sales service market, the confidence crisis faced by private enterprises is also an opportunity. For a long time, due to the lack of automobile Three Guarantees regulations, some domestic auto companies have been bullying customers, perfunctoring after-sales services, and failing consumers' trust in these large companies. Under such circumstances, private auto companies should make decisive efforts to seize the opportunity for the immature after-sales service market, and strive to open up the competitive advantage in addition to price advantage in the “auto aftermarketâ€.
An interesting phenomenon is that for this "overturning picture incident", Lifan Group "privately set up a platform" to issue collision safety comparison invitations to national manufacturers, hoping to conduct comparative experiments on the collision safety of vehicles in the same model. We cannot rule out the possibility of "proper speculation", but it also reveals that the current domestic auto crash standard "is not high on the low".
Compared with developed countries in the automotive industry, our collision criteria are not only low indicators but also lack of some key standards. They only have "pass" and "do not pass" points, but there is no star-studded star-scale crash test comparison. The king’s “selling car†always sells and boasts. Since there is no authoritative collision reference, Lifan Group’s “private setup†will be excusable. It can be seen that the "trust threshold" faced by private enterprises also includes factors such as lack of safety standards, lags, and lack of comparison, which require the relevant departments to make timely improvements.
From Geely to go out to participate in the influential international auto show, and get a good analysis of the brand promotion effect, private automobile companies should also make full use of the advantages of independent innovation, put the battlefield of self-owned brand cars abroad, use export overseas, go abroad Display and other channels to enhance consumer trust in their own brand. Under the current background of excess vehicle capacity, the only option for private auto companies is to fight back against the water and try to quickly cross the "trust threshold" in consumers' minds. Otherwise, they will be ruthlessly eliminated by increasingly fierce market competition.