An interview with BMW Beijing Yingzhibao product elite

BMW has added a new position, “Product Elite”. He has no sales tasks. His main job is to provide knowledge and information to customers and provide necessary assistance. Regarding the positioning of “product elites”, Anger also explained: “For example, you don’t want to see 10 urgent salespeople coming in immediately when you enter the store, urgently recommend it to you, and help you sign a single order. The ideal situation is that a consumer should enter the store, and he hopes to fully and freely understand all aspects of a complex product, be able to make more accurate judgments, and know what characteristics he wants. This is why we have introduced the position of "product elite"."

Today we came to Beijing's first BMW 4S store with the title of “product elite” in Beijing—Beijing Yingzhibao, and found the product elite Feng Wenhan to talk with him about the “product elite” work experience.

Easy car: What do you think of the concept of "future retail"? What is the original intention of BMW's "future retail" strategy?

Feng Wenhan: The “future retail” strategy was proposed by Mr. Ange. This sales strategy is obviously different from the sales strategy of the past in the automotive industry. It is based on the customer’s perspective and follows the “people-oriented” concept to enable customers to systematically , Know more about a product, and be able to make decisions more freely, rather than blindly decide to buy or not to buy. The “product elite” is an important position in the “future retail” strategy. It is a bridge between products, distributors, and customers. It can be used from a customer’s standpoint, running through a customer’s store, watching a car, Consulting, to finalize the purchase, after-sales and other links, better service consumers.

Easy car: What is the main job content of the new position of “product elite”? How do you usually serve customers? Can you give one or two examples?

Feng Wenhan: The work of “product elites” is mainly to better serve customers and provide customers with more professional solutions to product problems and more thoughtful and meticulous help. My daily work content is mainly to guide customers in the store, to explain the performance of the models, to answer questions such as after-sale maintenance and maintenance. The store sometimes organizes interested customers or old customers to participate in some activities, such as the viewing event organized on June 29, which is for me to introduce new products for the customers. I remember there was a customer before. I had received it. At that time he asked me a lot of questions and did not immediately trade. After nearly half a month, he came to our shop and found me directly to buy it. Take him to see the car.

Car: What was your previous work experience? What is the motivation or the reason why you choose this position?

Feng Wenhan: I didn't actually have experience in the automotive industry before. I used to work in grassroots management and e-commerce in shopping malls. I came to Yingzhibao in May last year. Prior to joining the company, I was also vague about the concept of the “product elite” position and did not know how to position it. After two months of training for product elites across the country, they thoroughly understood the position and were deeply attracted to it. In more than a year's work, I learned a lot and got a lot. The professional knowledge of product knowledge has made me more fulfilling. It has also made my personal interests. The passion for electronic products and cars has enabled me to work. In more than ease.

Easy car: After adding the position of “product elite”, what did you bring to Yingzhibao? What are the improvements?

Feng Wenhan: I think the model of "product elites" in the store is something that I think can be promoted. The reason is that since I took up the job last May, I have only received from the overall sales volume of the store and customer feedback service satisfaction. All have been improved. We have statistics for this. By the end of this year, all BMW 4S stores nationwide will promote “product elites”. By then, I believe that this concept will be more mature and perfect, and will be more recognized by customers.