· China's automotive aftermarket is expected to break the trillion yuan

According to the statistics of China Association of Automobile Manufacturers, in 2016, the national automobile sales exceeded 28 million. According to the Traffic Management Bureau of the Ministry of Public Security, as of the end of March 2017, the number of motor vehicles in the country exceeded 300 million for the first time, including 200 million vehicles. The transportation department expects that the average annual growth rate of China's automobile aftermarket will exceed 30% in the future. After 2018, the market size is expected to break by one trillion yuan.

At the same time, China's auto aftermarket is far from meeting the level of vehicle ownership in terms of service level and service quality. Most enterprises are “small, scattered, chaotic”, with zero overall ratio and no information. Symmetrical issues are outstanding. With the advent of the "Internet +" era, how to achieve the normative and orderly development of the automotive aftermarket through reform and innovation has become the focus of attention in the industry.

First, the automobile after-sale market has long been "small, scattered, chaotic"

China's automobile industry has gradually grown into the pillar of the national economy, and the supporting automotive aftermarket has lagged behind: one is a strong 4S shop system; the other is a small, scattered, chaotic roadside shop. And consumers can only maintain their own interests in the long-term gap between the two.

Relatively speaking, 4S stores are more secure in terms of technology and parts, but the price of maintenance is high, resulting in a large number of owners no longer choose 4S shop for maintenance after the vehicle is out of warranty. At present, the customer churn rate of 4S shop vehicles has been rising after the insurance, and most of them have flowed to the independent maintenance factory and chain maintenance enterprises. However, many social independent repair shops and roadside shops are much cheaper in terms of accessories and working hours than 4S stores, but accessories and technology always make it difficult for consumers to feel at ease.

According to statistics, there are currently more than 400,000 auto repair shops in China, mostly in the form of husband and wife, small workshops and roadside stalls. On average, each repair shop retains less than 400 customers, and most of the business models are “one hammer” trading, lacking stable customers and vehicles.

This small, scattered and chaotic situation in the domestic auto aftermarket not only makes consumers scratch their heads, but also makes many foreign auto aftermarket companies in the Chinese market.

China's auto aftermarket has long been seen by some international giants. Companies from the United States, Japan, South Korea, South Africa, JF, Autobacs, Plymouth, and Hankook Tire have entered the Chinese market. However, for various reasons, these companies have chosen to close or even withdraw from the Chinese market after a period of operation.

For example, the world's top 500 companies Honeywell's first three direct car maintenance centers in China officially settled in Shanghai in 2007, covering a full range of services such as beauty, maintenance, decoration and fast repair. But by September 2008, Honeywell had shut down its maintenance centers in China.

Analysis of the reasons, in addition to the power of the 4S shop system is too strong due to policy factors, the vicious price competition and dishonest management caused by such small, scattered and chaotic conditions in the Chinese automobile aftermarket, so that foreign experience and Modes of international big-name companies are difficult to adapt.

Second, the zero ratio: a hurdle

Zero ratio refers to the ratio of the price of all parts of the automobile to the price of the whole vehicle. Its level directly determines the price of the replacement parts and the overall maintenance cost of the consumers in the later maintenance and repair, and the zero ratio is always the automobile. A big problem in the aftermarket.

Recently, China Insurance Industry Association (China Insurance Association) and China Automobile Maintenance Industry Association released the car zero ratio data for the seventh time. The data shows that among the 100 models, the highest zero ratio is 830.49%, that is, all accessories are replaced. The cost is equivalent to buying 8.3 new cars.

According to the reporter, since the release of the car zero ratio data in 2014, the highest zero ratio has even exceeded 1200%. This shows how difficult it is to achieve an overall reduction in zero-to-round ratio.

The relevant person in charge of the China Insurance Association said that the current vehicle zero ratio is 327.96%, which is slightly lower than the previous two, but the foreign vehicle zero ratio is about 300%. The high zero ratio indicates that the vehicle maintenance field There are still huge profits.

Therefore, it is an important task to standardize and make the automobile aftermarket healthy development. In 2014, the Ministry of Communications, the National Development and Reform Commission and other 10 ministries and commissions jointly issued the "Guiding Opinions on Promoting the Transformation and Upgrade of the Automobile Maintenance Industry and Improving the Service Quality", requiring the elimination of the monopoly of maintenance parts channels and encouraging the original parts manufacturers to provide the original products to the aftermarket. Factory accessories and independent after-sales accessories with their own brands, trademarks or logos; encourage authorized maintenance companies to resell to non-authorized maintenance companies, provide original parts, establish and implement auto maintenance technical information disclosure system, and ensure that all maintenance companies have equal access to The right to car repair technical information for automobile manufacturers.

This has broken the monopoly of manufacturers on accessories to a certain extent. In the case of the government's effective supervision of the parts market, consumers have the right to choose the right brand accessories. In April 2017, the National Development and Reform Commission, the Ministry of Industry and Information Technology and other departments officially issued a new "Automobile Sales Management Measures", which further broke the original system and made the automotive aftermarket more open and transparent.

With the continuous liberalization of policies, maintenance companies outside the 4S shop model have also ushered in development opportunities, and the rise of the social car repair industry will force the “zero ratio” rational return, so that consumers can benefit from it. .

Third, normative development still needs transformation and innovation

The automotive aftermarket has become the most dazzling gold mine in the entire automotive industry chain.

According to the "2013-2017 China Automotive Aftermarket Blue Book", the overall industry profit of the automotive aftermarket can reach 40% to 50%, and the profits of individual sub-sectors are even higher.

The data shows that in developed countries, the profit of automobile manufacturing and sales accounts for about 20% of the profits of the entire automobile industry, and the profit of parts supply accounts for about 20%. The other 60% of profits are generated in the service field. As China's current automobile sales profit ratio is still very high, according to the industry's every 1 yuan car purchase will drive the 0.65 yuan car after-sales service, the potential of China's automotive aftermarket is huge.

Faced with a market with huge potential, how to change the current backward situation has become a top priority, and it has also become a breakthrough for many newcomers. From 2014 to 2016, major dealers have invested heavily to enhance the profitability of maintenance and maintenance. According to the China Association of Automobile Manufacturers, the risk investment in China's automotive aftermarket in 2014 was as many as 67 times, ten times that of 2013.

At the same time, under the impetus of Internet technology and the breakthrough of policies, a large number of Internet startups and many independent after-sales maintenance companies have emerged in the automotive aftermarket. In 2015, e-commerce giant Alibaba announced the integration of its big data marketing, auto finance business and platform advantages of 60 million car owners, and established the automotive business unit to open the car E2O service.

The traditional 4S stores are also slowly changing service methods, reducing costs and coping with market competition.

Now, after a round of market elimination, the Internet companies that have survived such as the Tigers and the car have gradually begun to explore. The business model has also shifted from over-emphasis on online to offline and heavy, and began to focus on heavy asset investment. , effectively integrate the advantages of the Internet and traditional enterprises.

Some experts said that with the help of Internet technology, the future automotive aftermarket will be more inclined to the terminal, and the sales model will gradually shift from the original store-style sales to the "warehousing sales + logistics distribution" e-commerce model.

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