| This Business Plan describes that No.1 Car Care Center is committed to creating a community of 4S+ stores.It aims to create a service platform for the automotive aftermarket service industry which is more convenient,more affordable,offers a higher quality and standard of service than 4S stores currently offer.This case is based on a direct chain management approach.It focuses on dealing with problems in many areas,such as site selection and location,building intelligent stores with standardisation implementations and intensive staff training.In the meantime it shows the company’s direction gradually changing from a heavy-asset company to becoming a light-asset only company and applying advanced Internet technologies to the automotive aftermarket service industry.In the 21 st century,China’s auto industry has rapidly developed.In 2015,the total sales volume of autos was over 23.49 million.As one of the most important economic areas in China,the Pearl River Delta has the largest density of car ownership.The auto aftermarket is stepping into a period of rapid development in that car sales and the number of car ownership are increasing.In 2012,firmly grasping the business opportunity of the auto aftermarket,No.1 Car Care Center was founded.After nearly four-year business practices,4 direct community 4S stores and an online platform,a Wechat official account called “Flying Fish Fast Care”,are all operated by No.1 Car Care Center.Through reconstructing the traditional car care process,the center provides a booking service from its Wechat official account.When customers need auto care or repair,they can make a booking from the official account.The staff from the center will come to get the car in 2 hours.Then after the 20 strict processes of car care or repair,which last for about 4 to 12 hours,the well-maintained car will be drove back to its owner.In addition,the maintenance fee is 50% to 70% off compared with it in 4S shop because of the application of low-cost strategies.Faced to the fast development of mobile internet,from 2015,No.1 Car Care Center has started to construct the online platform suitable for its own stores’ characteristics.Highly combined online functions such as online booking,video teaching,automatically completing,mobile payment and information sending,with offline troubleshootings,the center creates a fresh industry condition of “remain indoors to enjoy safe auto maintenance” under the new internet situation.However,No.1 Car Care Center is facing more challenges in the new normal economy.The enterprise should actively consider more aspects including industry trend and enterprise strategies,marketing strategies,methods of effective combination between the internet and offline chain stores,financial analysis,and so on.This paper,a business plan for the chain stores of No.1 Car Care Center,is trying to fully review the business mode of the chain stores,and make a commercial plan from the aspect of strategic management,service design,enterprise operation,marketing,fund and financing,etc.Especially,information management system should be applied in the operation management for improving management efficiency,meanwhile,the internet technology be taken full advantage of in marketing and service part so that the enterprise could be integrated into the internet ecosystem.Through using SWOT method,the author of this business plan makes a comparison and analysis between internal and external environment of auto aftermarket industry.According to Michael Porter’s Five Forces Model,the author analyzes the competition pattern in this industry in order to clarify the current status and the future development directions of No.1 Car Care Center.By the application of STP analysis,the market is classified by the author for searching target market and accurately positioning the center into the market.In association with DuPont Analysis and related knowledge of financial management,the investment situation and pecuniary condition of the center are mentioned in the plan.And the author makes the predictions of its possible risk.Through the measures above,this paper aims to sort out the development route of No.1 Car Care Center in an all-around way. |
