The Internet + new model layout of the billion-dollar market has data showing that in 2014, there were 31 cities in China with more than 1 million vehicles. The automotive after-sales service market is already recognized as another 100 billion-level market.
However, in the traditional mode, the OEMs in the monopoly ecology provide accessories and maintenance technology to authorized institutions such as 4S shops and special maintenance shops, resulting in high prices for “original partsâ€. Another channel, the independent after-sales market, has pushed up the cost of parts due to excessive circulation.
At the policy level, this monopoly is being broken. Following the publication of the "Guiding Opinions on Promoting the Transformation and Upgrading of the Automobile Maintenance Industry and Improving the Quality of Service" issued by the Ministry of Communications on September 24 last year, this year the Ministry of Communications issued the "Administrative Measures on the Implementation of the Openness of Automobile Maintenance Technology Information (Draft for Comment)" Once again, it is clearly required to break the monopoly of maintenance parts channels, and encourage manufacturers to provide independent aftermarket parts with independent trademarks to the automotive aftermarket.
In the face of changes in the big environment, the main players in the market are actively seeking new changes. Under the "Internet" thinking mode, no matter whether it is a component company, a vehicle manufacturer, a dealer, or even some people who have nothing to do with the automobile industry, they are gearing up to deploy the auto parts market in a new way and identity.
The United States aftermarket auto parts joint group has announced the establishment of China Auto Parts Aftermarket Alliance (CAAPA), and has absorbed five highly qualified and successful dealers in the Chinese automotive aftermarket. These distributors will jointly become the founding members of CAAPA, responsible for guiding the operation and development of the entire alliance in the Chinese market. Next, Alliance members will collectively use AutotValue as a common brand and be active in the Chinese auto parts market.
Domestic market Since the beginning of this year, auto parts companies involved in the e-commerce field have sprung up. According to their respective needs, customer groups and product attributes, companies choose different models to expand online sales channels. Some companies use e-commerce platforms such as Tmall, Jingdong, Taobao, Amazon, and 1688 to develop e-commerce. Bosch, Sophie, Bridgestone, etc. all open official flagship stores on Tmall, while others use specialized The development of auto parts network platform, such as HC360, Geshi, etc.; and some parts and components companies are preparing to establish their own e-commerce website to develop.
Bosch settled in Tmall to open a flagship store, and launched a professional maintenance franchise business in China - Bosch Motorsport, with a complete "accessory diagnostic service" online and offline solutions in the auto repair chain field to grab the mountain.
Zhang Yonggong, general manager of Yangyang Auto Parts Network, said that the enterprise must first settle in the e-commerce platform for retail, brand promotion, wholesale or foreign trade. The purpose is different, and the choice of e-commerce platform is also different. For example, Alibaba and HC are B2B platforms, mainly for wholesale business and product export. Tmall and Jingdong are B2C platforms, which are retail businesses in the name of merchants. Product sales are positioned in the domestic market.
In addition, according to different customer groups, component companies will also choose different e-commerce platforms. Such as Dongguan Kerui Auto Parts Co., Ltd., this is a major manufacturer of automobile fault repair parts. According to Zhou Huangbin, the company's sales director, automotive products or wearing parts, such as filters, brake pads, wipers, oil, etc., which need to be replaced regularly, are suitable for the public e-commerce platform. The company's products are mainly for auto repair shops, so the company chose Beijing Zhongchi Chefu, which is a professional e-commerce platform. The customers on this platform are all repair shops.
Wan Xinyu, vice president of Shenzhen SEG Navigation Technology Co., Ltd., said that because the company's products are high-intervention products, ordinary e-commerce platforms are not suitable. At present, enterprises are exploring network channels, and in the future, they will establish a network platform on their official website. The so-called high-intervention products refer to products that users cannot directly use after purchase. Later, professionals are required to assist users in product docking, installation, commissioning, training, and network access. The mass e-commerce platform is suitable for fast-moving consumer products with low intervention, such as automotive supplies and small accessories.
At present, most companies have indicated that they are exploring multi-mode development of e-commerce, and the market is mostly positioned in the domestic market. Some parts and components companies are also trying to export through e-commerce platform. The products involved in export mainly focus on electronic components and small electrical appliances. Wan Xinyu said that these products are very competitive in domestic production, and some small enterprises will use e-commerce. The platform goes out and the products are sold to overseas markets.
In the era of change, several happy families are in this post-round market change, and 4S stores are an embarrassing role. As a special sales shop of manufacturers, 4S shop is not only a vested interest in the monopoly chain, but also a weak under the power of the manufacturer, and the anti-monopoly shock is also the biggest.
"4S shop mentality is very complicated, many dealers are passive in the process of promoting e-commerce, and it is a last resort. But the consensus is that the e-commerce trend is inevitable, and even the use of online resources may directly skip the stage of home sales." The person in charge of the Guangzhou dealer said.
As a head of the domestic large-scale automobile dealer group, Pang Qinghua has laid out various measures to deal with the possible impact on the market. “Our dealers have to innovate themselves, including home maintenance, service, and test. I can build one myself. System.†Pang Qinghua’s post-market chain layout is full-chain, including new car sales, used cars, auto finance, insurance, car rental, accessories and more. This is a sample of the transformation of car dealers, using the customers accumulated over the years to make the layout on the entire chain.
The other is Baidu, Alibaba and Tencent, which have strong capital. For example, Alibaba has entered from the new car sales platform to the accessories and maintenance platform. Ali's advantage is to have big data; the disadvantage is that the chain is subdivided, and Ali wants to get through the entire chain.
The most active is a new type of startup that uses “wind investment†financing. It usually cuts the chain and adopts an online and offline combination model to specialize in market segments.
For example, the maintenance and maintenance platform, the usual mode is a collection platform, or the sale of the same quality, the business will ultimately be completed through the physical repair shop.
The core competitiveness of this model is to do a good job in customer service and pose a great challenge to entrepreneurs. "There are many big funds in the market after entering the market. It can be said that there is no shortage of money, but there will be a round of adjustment under the entrepreneurial tide. It is expected that there will be a new wave of mergers and acquisitions from the end of this year to the beginning of next year." Vice President of BAIC Group Industrial Investment Co., Ltd. Chen Zhuo analysis.
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