Chapter 400 After-sales card (subscription required)

In the early and mid-1990s, after-sales service in the home appliance industry was basically limited to large and medium-sized cities.

  Some relatively large home appliance brands will set up service outlets in large and medium-sized cities. As for small cities, they can only be beyond reach.

  And small brands don’t have "after-sales service" at all, and nothing else is done when things are sold.

The country passed the "Product Quality Law" in 1995. Since then, there has been a three-guarantee service of "repair, replacement, and return". However, the implementation of the "Product Quality Law" has gone through more than ten years. time.

  Before the "Product Quality Law", when home appliances failed, they could only admit that they were unlucky, and went to the home appliance repair shop on the side of the road to repair them. Therefore, in the small cities or cheap towns of that era, there were basically small home appliance repair shops near the big family homes.

  For the home appliance industry, the 1990s was also an era of "sturdy and durable". The basis for ordinary people to judge the quality of home appliances is whether they are durable and not easy to fail.

  Because the manufacturer does not provide after-sales service, the customer will have to pay for the repair after the product is damaged, so the long-used household appliances that are not easily damaged will naturally reduce the customer's repair cost, so it is easier to get a good reputation.

  Many of those home appliance brands that were dumped in the 1990s were ruined by the public’s reputation. Because the product quality control is not strict and it is too easy to be damaged, ordinary people have to spend money to repair it by themselves, which invisibly increases the cost of use, and the reputation of the product naturally collapses.

  Those home appliance companies that can survive as early as the 1990s are basically companies that value quality.

  After entering the 21st century, domestic home appliance brands gradually began to establish after-sales outlets across the country. At this time, major home appliance brands entered a period of competition for after-sales service, and a phone home repair became the most basic operation.

  It is precisely because there was no after-sales service in the home appliance industry in the early and mid-1990s, Li Weidong made the decision to directly sell after-sales brands to deal with those low-priced soymilk machines.

  Li Weidong is still very confident about the quality control of puppy appliances, so he dared to shout out the slogan of directly replacing the new machine if it fails within three years.

  In an era when there was no after-sales service, the slogan that a failure occurred within three years was only replaced and not repaired, which would definitely surprise everyone. After all, other home appliance brands have not even established a warranty system yet!

  Replacement without repair is also an after-sales service model that is very suitable for small household appliances.

  Small household appliances are small in size, light in weight, easy to transport, and do not need to be installed. If there is a malfunction, the customer can go to the store to get a new one with the invoice.

   Under this system that only replaces and does not repair, every outlet and channel that sells soymilk machines has also become Li Weidong’s after-sales outlets. Li Weidong only needs to bear the cost of one transportation, besides, he can build a huge after-sales network without spending a penny.

If    is replaced by a major home appliance, this after-sales service mode cannot be used.

  Large home appliances are large in size, heavy in weight, and inconvenient to transport. Some of them need to be installed before they can be used. If they are only repaired and not replaced, transportation alone will cost a lot.

  For example, appliances such as air conditioners need to be disassembled, which is very troublesome. However, any machinery involving compressors will inevitably affect performance after handling.

  Li Weidong dared to replace it without repairing it within three years. In addition to having confidence in his own quality control, he also knew that the quality of those miscellaneous brand soymilk machines was not good.

  Miscellaneous brand soymilk machines are all produced in workshops. This kind of enterprise has no quality control at all. As long as the motor can rotate after the power is turned on, the product is considered qualified. As for how long the product can last, and whether it will malfunction in the future, it all depends on the luck of the customer.

  Li Weidong intends to use an after-sales promise that failures will only be replaced and not repaired within three years to reflect the differences in the quality of soymilk machines. Then accumulate reputation. When your word of mouth comes up, and then you start a price war, other brands will die in an instant.

  As for the lifetime warranty of the cutter head, it is a publicity stunt made by Li Weidong deliberately.

  The S39009 stainless steel cutter head used by Li Weidong is the only one in the country, and other companies cannot buy it even if they have money.

  S39009 stainless steel is to be used in the national defense industry. Nowadays, only Sinosteel can produce it. Based on this, ordinary private enterprises cannot buy it. Sinosteel's phrase "military materials" is enough to make the high-ranking companies go back without success.

  Since S39009 stainless steel is Li Weidong’s advantage, he certainly wants to maximize this advantage.

  So Li Weidong simply made the promise of lifetime warranty on the cutter head.

  In the era when there was no after-sales service, it was enough to surprise people with only replacement for three years. The lifetime warranty is definitely a promise that no home appliance brand dared to make.

  Buying you a thing, the manufacturer has to guarantee it for a lifetime, so there will be such a good thing? How could there be such a stupid merchant!

  In fact, the promise of lifetime warranty is nothing new in later generations. Many companies will give promises similar to lifetime warranty for durable parts in their products to attract consumers.

  For example, a well-known brand of soybean milk machine in later generations, the after-sales promise is that the warranty period is three years, the twelve major accessories in the soybean milk machine are free to replace within six years, and the cutter head is guaranteed for life.

  However, in actual use, few families will use a soymilk machine for six years.

  Six years is too long. During this period, I don’t know how many generations of new products will be produced, and the price of the soymilk machine will not be. Most families will replace the new soymilk machine when the performance of the soymilk machine declines.

  As for the lifetime warranty of the cutter head, it has become a kind of publicity stunt. A soymilk machine hasn't been used for six years, so what's the lifetime warranty?

Moreover, the soymilk machine is out of the warranty period, and it will cost money to repair it. At that time, the maintenance cost will be more than a new machine. It is better to buy a new soymilk machine directly. The so-called cutter head has a lifetime warranty. Necessary things.

  So the promise of lifetime warranty on the cutter head is nothing but a propaganda stunt for Li Weidong.

  Even if there is an iron head baby to guarantee the cutter head, Li Weidong will not lose money. The soymilk machine for more than two thousand yuan has been sold. Is this one cutter head short!

  However, the soymilk machines of other brands use ordinary stainless steel cutter heads. The service life of ordinary stainless steel cutter heads is far inferior to that of S39009 stainless steel.

On this point, Li Weidong has done experiments. If you use ordinary stainless steel blades, the beans will have a longer service life if you grind them. If you grind the beans, not only the blade is easy to wear, but the pulp rate is also very low. The quality of soy milk is very poor.

  Li Weidong dared to promise a lifetime warranty on the cutter head because his cutter head is really durable. If those other brands of soymilk makers dare to make the same promise, customers will change the cutter head once a month or two, which is enough for them.

  ……

  As soon as the new advertisement was launched, it really attracted a lot of attention.

  There are thousands of home appliance brands in China, large and small, but no brand has dared to play like this before.

  Other home appliance brands, customers would be thankful if they were able to repair them on site. However, Li Weidong dared to say that they would only replace and not repair them within three years, and instantly compared with other domestic home appliance brands.

  What's more, the lifetime warranty is something that people can't even think about. Although it is only a lifetime warranty for the blade, most people probably only see the word "lifetime warranty" and ignore the blade.

  At that time, the common people had never tried it. When they bought home appliances, the manufacturer was responsible for the situation for a lifetime. Even the Japanese brands that are known for their quality in the common people's eyes did not dare to make such a promise.

  I dare not say anything else. After this wave of advertisements, the brand image of Puppy Appliances has indeed improved a lot.

  ……

  In the home appliance area of ​​the department store, a couple is choosing a soymilk machine.

  There are many brands of soymilk machines, and the two of them didn't know which one to choose, and they had a feeling of pickiness.

In the end, the salesperson came over and said, "The prices of several soymilk machines here are relatively cheap, only a thousand years old, and the most expensive one is less than one thousand and two hundred. There are two models, the price is slightly more expensive. , One thousand and five.

.

  The one you are opposite is a puppy brand, which is advertised on TV and newspapers all day, and the price is the highest, selling 2,288 units, but there are gifts for the puppy soymilk maker. Buy the soymilk maker and get an electric iron. "

   "The price difference is so much!" The husband's eyes showed a stingy color, and then he said: "Let's buy this one for one thousand yuan, it's the same anyway!"

  The wife shook her head: "The price is different, and things are definitely different."

  Then his wife turned around and asked the salesperson: "This puppy soymilk machine is so expensive, is it different from other brands?"

"There is a difference. First of all, the puppy is a well-known brand, and they are all advertised on TV! As for the other soymilk machines, to be honest, they are all miscellaneous brands, many brands, I have sold electrical appliances for so many years, even listening Never heard of it."

The salesperson continued: "The other thing is that you buy a puppy's soymilk machine. If it fails within three years, you will only replace it without repairing it. Then you will bring the broken soymilk machine over, as long as it is not artificially damaged, you can just replace it with a new one. of!

  There is also the knife head of the puppy soymilk machine, which is guaranteed for life. As long as the puppy company does not close down, you will be replaced with a new knife head. This can be managed for a lifetime! "

   Hearing the promise of only replacement and no repair and a lifetime warranty, the wife was suddenly moved.

  "Those cheap soymilk machines, don't they just replace and repair and have a lifetime warranty, right?" his wife asked immediately.

  The salesperson shook his head: "At present, only the puppy soymilk machine does this. To be honest, in the entire home appliance area, only the puppy soymilk machine has after-sales service that can only be replaced or repaired and has a lifetime warranty!"

  The wife nodded, then looked at her husband and said, "Then we should buy a puppy soymilk machine!"

  "But the soymilk for a puppy is a thousand yuan more expensive!" The husband said outright.

The wife said, "Remember the cheap rice cooker we bought before? It took only a week to cook the rice, and then it was repaired. After less than two weeks, it broke again. , Repaired the broken one, tossed five or six times, and finally bought a new one.

  This puppy’s soymilk machine is more than 1,000 yuan more expensive, but it’s not afraid of being broken. If it breaks down, you don’t even need to repair it. It’s great to just take it over and replace it with a new one! And there is also a lifetime warranty, which can be used for a lifetime if you spend one time. What a bargain! And also gave an electric iron, this electric iron is also worth three to four hundred yuan! "

  Under the wife’s hard work, the husband finally agreed to buy a puppy’s soymilk machine.

  Only changing the two stunts of no repair and lifetime warranty, even if it is in 2021, it will be very useful. It is not easy to fool people in the 90s.

  Chinese people value the long-term, not like foreigners. Especially those who have experienced the planned economy era have personally experienced what it feels like to be short of supplies, so they are eager to buy a thing for a lifetime, and then pass it on to their children later.

  Puppy Soymilk’s after-sales commitment clearly meets the psychological needs of the Chinese.

What's more, in 1994, the "three guarantees" regulations for products had not yet appeared, and home appliance companies had not established an after-sales service system. At this time, Li Weidong took out an after-sales promise and easily captured consumers.

  ……

  Boss Huang stared at the slogan in the newspaper and involuntarily curled his lips.

  "If there is a failure within three years, just replace it but not repair it? What is the lifetime warranty of the cutter head! Just what you can do!" Boss Huang said with a look of disdain.

"Boss, do we want to follow up? Several distributors have called to inquire, saying that since Puppy Appliances has promised to replace it without repairs and a lifetime warranty, our soymilk machine will not sell well." The sales manager asked.

Boss Huang thought for a while and said, "Although the broken product can be sold as a new product if it is repaired, there is no loss, but if we have to replace it for three years, we will have to repair it. When the industry is shipped back, some transportation costs will increase, and the dealer’s cooperation will be required."

"The dealers should have no problem with cooperation. You can talk to them. As for the increased transportation cost, the soymilk machine is not big, light, and the transportation cost is not much expensive. Just find a truck and you can take the faulty soymilk easily. Take the machine back!" the sales manager said.

  Boss Huang frowned and began to think about the pros and cons.

The sales manager then persuaded: "Boss, I heard that Boss Li's company in Dongguan has already planned to follow up. If other manufacturers follow the Puppy Electric Hospital and only replace it for three years without repairing, let's not do this. Otherwise, the product will not be sold!

  And I think that this kind of thing should be done as soon as possible. Puppy Electric has already seized the opportunity. Our company is already one step late, so we should follow up as soon as possible. If we waited until other companies started to change the height but not repair it, if we follow up, customers will have other options long ago, and the day lily will be cold by then! "

  The sales manager is only responsible for sales. Regardless of other things, as long as the product is sold, the sales manager will get a bonus. Of course, he will try his best to persuade Boss Huang to make a post-sale promise, so that he can sell more goods and make more money himself.

  As for things like production and quality control, it is completely outside the scope of the sales manager's consideration.

Boss Huang is also soft-hearted. After a period of persuasion from the sales manager, he nodded: "Well, you can go back to the dealer. Our soymilk machine will only be replaced and not repaired within three years. Our cutter heads are also guaranteed for life. !"

  ……

  Wang Jiuyang also saw the new advertising slogan of Puppy Electric.

  "If it fails within three years, it will only be replaced and not repaired. Is the quality of this puppy appliance so good! There is also a lifetime warranty on the cutter head. If you dare to say that, it seems that the stainless steel he used is really very special!"

  Wang Jiuyang took a deep breath. The new advertisement of Puppy Appliance made him feel a strong sense of crisis.

  Wang Jiuyang is not a workshop like Huang Boss, and he doesn’t do research and development. He takes products directly for copycats.

  In the beginning, Wang Jiuyang had done experiments for more than half a year in order to develop the soymilk machine. He knew that the soymilk machine was not as good as it looks on the surface, and the failure rate was not low.

  In the process of grinding soymilk, vibration will increase the loss of parts. During the heating process, the heat will also shorten the life of the parts. It is normal for a machine with a grinding and heating function such as a soymilk machine to fail.

  At least Wang Jiuyang did not have the confidence to promise that the soymilk machine he made can be used for three years without failure.

  In addition to quality control, the wear of the cutter head is another issue that must be paid attention to.

  Wang Jiuyang personally tested it, ordinary stainless steel cutter head, if grinding dried soybean milk, the effect is not good, the service life is still very short, the cutter head is easy to wear, and the lower quality stainless steel cutter head may even break directly.

  Puppy Electric dares to promise a lifetime warranty on the cutter head. The only explanation is that the cutter head material used in the Puppy Soymilk Maker is very durable.

  Wang Jiuyang is still quite sober, he has the support of experimental data, so he dare not make the same after-sales promise.

  If Wang Jiuyang also promised that he would only replace and not repair the cutter head for three years, and have a lifetime warranty on the cutter head, it would not take three years at all, and his company would be dragged down by the after-sales promise.

  However, Wang Jiuyang also knows that his products have fallen behind. If the after-sales service is also behind, the end result will be a dead end.

  At this time, Wang Jiuyang only felt that the road ahead was extremely dim, and what he can do now is to choose a way of death!

  ……

  Puppy Electric Appliance Factory, Li Weidong has already learned that there are some miscellaneous brand soymilk machines, and he has also followed up his after-sales promise.

   "These miscellaneous brands of soymilk makers also dare to promise that they will only be replaced for three years without repair and a lifetime warranty on the cutter head. This is because I think I am not going to die fast enough!"

  Li Weidong smiled, and secretly said in his heart: "Well, let me teach you a lesson, let you know that research and development is the soul of a product, and quality is the life of a product! Just relying on cottages will not go long!"

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  (End of this chapter)