How independent auto shops can learn from chains to break through

Currently, small and medium-sized auto service shop owners in the aftermarket are facing a dilemma: they want to maintain independent operations while also needing to resist the pressure from chain brands.

Therefore, once brands like Cat, Dog, Tiger, and other larger chain enterprises are mentioned to them, most people become exceptionally excited and even full of hostility.

One thing is certain: they generally have realized the importance of systematic operations. In fact, we can try to adopt a different mindset and perspective when looking at large brand chain enterprises. Instead of always being on guard against them, we can try to learn something from them.

For example, the data system investment for JD Auto Services might be too large for small and medium-sized automotive service shops, but their customer management methods are very valuable for reference. Similarly, features like Tuhu's transparent workshop and Tmall Auto Services' membership system are things that small and medium-sized automotive service shops can immediately learn and emulate.

What is the core advantage of chain brands?

Luo Zhishen, who has worked for two major automotive service chain brands, told the writer: We have to admit that chain brands do have an advantage over single stores.

Firstly, there is the scale effect. Chain stores have larger purchasing volumes, which allows them to lower the prices of parts. Additionally, there are standardized processes; each store has the same service procedures, ensuring a consistent customer experience.

Secondly, there is brand trust. Many people are still worried that some unknown repair shops might quietly take advantage of customers. However, compared to chain brands, because they are concerned about maintaining their brand reputation or because the cost of maintenance is high, they do not dare to act recklessly.

Customers feel much more at ease when they drive to a chain store. This is especially true for female customers, who care a lot about the safety of their vehicles and do not want to waste money without getting their cars properly repaired.

In terms of technical support, the headquarters of chain auto service shops usually have expert teams dedicated to researching and solving various complex issues, while small and medium-sized auto service shops may often go crazy when faced with various complex problems. For example, with transmission repairs, small shops simply cannot handle it.

Finally, there's the membership system. Chain auto service shops allow for cross-store consumption, which is relatively convenient for people who frequently drive across regions.

Luo Zhisen said that many peers in the automotive aftermarket might be unconvinced, believing that chain car service shops are not as good as he claims. Indeed, everything has its advantages and certainly its drawbacks, such as a lack of flexibility.

Overall, the core advantage of large automotive service chain brand stores lies in:

Internally: Economies of scale can reduce procurement costs, standardization can ensure the quality and efficiency of on-site construction, systematic training can enhance the overall quality of talent, and information empowerment can improve the daily management of the entire store.

Externally: Build customer trust through brand building, provide convenience to customers through network coverage, and meet customers' new needs through continuous innovation.

Which of these advantages are easy for small and medium-sized automotive service shops to learn and replicate?

02. Survival Guide for Small and Medium Auto Service Shops: 5 Practical Strategies for Low-Cost and High Conversion

"The advantages of automotive service chains can be learned," said Du Zelong, who has served as a store manager in several large brand chain stores. He pointed out bluntly to the writer that what small and medium-sized automotive service shops currently need most is a "low-cost, high-conversion" strategy.

He said, for example, in terms of supply chain, the owners of small and medium-sized stores cannot establish their own warehousing and distribution, but they can actively expand relationships with local suppliers and use flexible cash purchases to counter the account period model that big brand chains have been using. This is very practical.

For small and medium-sized stores, the most crucial factor is still the "sense of trust" as a soft power.

Large brand chains often rely on advertising, while small and medium-sized auto service shops depend on experienced technicians who roll up their sleeves and explain to car owners as they repair — this kind of "visual professionalism" can definitely be improved.

Here are practical strategies for small and medium-sized auto service shops that can be immediately replicated and implemented, as provided by him for reference.

1. Professionalism and a Trustworthy Image (This is crucial)

Store environment 5S: 15 minutes before opening, the entire store is organized: tools returned to their place, floors free of oil stains, and waste promptly cleared. Cost of investment = a few brooms and everyone's awareness.

You can also perform "clearing, organizing, and cleaning" 15 minutes before closing each day to ensure the floor is free of oil stains and tools are put back in place. This can reduce the tool loss rate by 70%.

1. Car wash and oil change sticker process should be posted on the wall, with key steps photographed and displayed to let customers understand the value. Break down the "brake system inspection" into 6 steps, with each step photographed and documented. After the customer leaves, send the report via WeChat.

Employee Uniform Standardization: Uniform dark workwear, for stores with limited budgets, ensure key positions first.

Each store must have a communication template: It is recommended that each technician try using a phone to record and self-check common phrases: "Mr./Ms. XX, I have just carefully checked your car, and it needs to have the XX replaced due to XX reasons. If not addressed in time, it will lead to XX issues, which will directly affect your daily use of the car."

The ultimate expected outcome: Ensure that every customer entering the store no longer doubts the possibility of it being a "shady store," and increase the conversion rate by at least 40%.

2. Process Standardization (Single-point Breakthrough)

1. Lock in the most profitable project: deeply optimize either oil change or car wash (choose one), break it down into a 10-step video tutorial (recorded with a phone), with the aim that new employees can watch it twice and immediately get started.

② Quality inspection dual-signature system: After the completion of each vehicle, the team leader must sign and the customer must confirm through on-site random inspection.

③ Transparent Quotation: The price list specifies the choice between branded parts or aftermarket parts, eliminating disputes over verbal quotes.

The final expected outcome: The rework rate for individual construction tasks is reduced to less than 1%, and customer complaints are directly reduced by half.

3. Customer Relationship Management (Efficient and Lightweight)

① Enterprise WeChat Tagging: Tag by vehicle model/project/consumption frequency, such as "BMW Oil Leak Group," "Volkswagen Sunroof Water Leak Group."

② Implement the three-reminder rule for customers: 15 days before maintenance is due, notify via enterprise WeChat → 7 days before, send an SMS reminder → 3 days before, confirm by phone call. This approach directly increases the conversion rate by 60%.

3. Initiate the referral mechanism for existing customers: Existing customers who bring new customers to the store will receive a free labor voucher, and the referrer will immediately receive a 50 RMB fuel card as a token of appreciation.

The ultimate expected outcome: the average annual repurchase customers will increase by more than twofold.

4. Localized Community Marketing (Low-Cost Viral Growth)

1. Collaborate with property management/community centers: Proactively offer a small number of free services (such as 1-2 times per month of free basic testing points). The goal is not direct profit, but to establish connections and demonstrate professionalism.

② Community Event Sponsorship/Participation: Sponsor small gifts for community events (such as Children's Day, Mid-Autumn Festival parties) like car relocation number plates with the store's logo or car wash vouchers, or set up free inspection points and safety consultation points at event sites. The goal is to "gain visibility" and establish goodwill.

③ Convenience Service Point: Set up a free community convenience service point in a prominent location of the store (such as free tire inflation, free windshield washer fluid refills, and simple tool lending). Don't underestimate these small acts of kindness; they often quickly earn a good reputation among the community.

④ Complementary Business Collaboration: For example, negotiate with a nearby restaurant: customers who show their same-day car wash/maintenance receipt can enjoy a 10% discount at the restaurant; restaurant customers who show their same-day receipt can get a 5 yuan discount on a car wash at the store. Costs are shared, and both parties benefit from cross-promotion.

Provide a certain number of free or ultra-low-cost car washes for the security, cleaning, and property management staff of the community. They are the information hubs and opinion leaders of the community, capable of bringing unexpected word-of-mouth publicity.

6. TikTok (Local Content) Short Videos/Live Streams with a Down-to-Earth Approach: Filming daily activities at the shop (technician inspection process), before-and-after service comparisons (cleaning, repair effects), and car usage tips based on local road conditions ("After rain, XX Avenue is prone to water accumulation, low chassis car owners take note").

Low-cost live streaming: Live Q&A sessions at fixed times (such as weekend mornings), streaming the car wash process (demonstrating cleanliness and thoroughness), and introducing today's/this week's special offers.

The final expected outcome: The proportion of customer acquisition through community channels in a single month should reach 30% or more.

5. Supply Chain Optimization (Flexible Survival)

Small batch, high-frequency procurement: Core components are purchased every time for 2 days' usage, tripling the capital turnover speed.

② Negotiation of local wholesaler payment terms: Obtain genuine product warranty services through cash purchases (e.g., testing support for oil extraction pressure valves).

③ Local shop collective purchasing group: For example, five stores join together to order Bosch filters to reduce costs by 5%.

The final expected outcome: While reducing inventory costs by 15%, the number of emergency transfers can be significantly reduced.

In the end, Du Zelong particularly emphasized to the author: In the future, for small and medium-sized car service shops to successfully survive, the key is to do the above five things to the utmost, rather than merely doing fifty things passably.

6. Key Pitfall Warnings: What are the things that should never be blindly imitated from large chain brand stores?

Heavy investment in flagship stores led to a cash flow break.

Alternative plan: Focus on community stores with a service radius of 3-5 kilometers.

② The subsidy war slashes prices, causing profit margins to collapse.

Alternative: Replace price wars with service premiums.

3. The development cost for self-built apps/miniprograms is high, and the usage rate is low.

Alternative solution: Use WeCom + community operations.

Written at the end:

The core opportunities for small and medium-sized auto service shops currently lie in being more flexible in operations (response speed), more approachable (community relationships), and having a better understanding of local customers (demand insights) compared to brand chain stores.

Focusing on providing in-depth service to 1,000 loyal customers within a 3-5 kilometer radius is more sustainable than blind expansion.

In one sentence: Use the "community emotional chain" to counter the "capital scale chain."