Automotive industry generally agree that the automobile market is a trillion achieve super blue ocean, covering maintenance, repair, cleaning, beauty, etc., but such a big market development for many years, but failed to appear in a similar American Autozone or NAPA like giants. In fact, many domestic and automotive after-market-related businesses has never given up efforts to expand the scale, the state introduced the policy will terminate 2016 auto dealers in automotive technology after quasi-market monopoly, the automobile market is trying to use the Internet , logistics, chain of service outlets to establish a new tripartite O2O model.
Glossary
O2O
That O2O Online To Offline (from online to offline), refers to the opportunities under the line combined with the Internet, so the Internet has become the line trading platform, the concept first from the United States.
Automotive aftermarket maintenance pain points
At present, China's domestic vehicle population over 200 million, a considerable number of owners because of dissatisfaction with high charges, has been selected from the 4S shop for after-sales maintenance and repair, only the automotive aftermarket and maintenance of this part of the business, is a huge cake.
Provide maintenance on the market after the current car model there are three:
The first one is the auto 4S shop mode. Users will choose to buy a new car 4S shop for maintenance, because the manufacturers warranty on the vehicle is required, within the warranty period from the 4S shop elsewhere for maintenance customers will not enjoy the warranty provided by the manufacturer. However, the presence of 4S shop accessories high price, working hours and other cost expensive price disadvantage, leading to vehicle owners to use once out of warranty, will be a large number of flow pattern 4S shop outside.
The second is fragmented service outlets. These outlets operate independently, although cheap, but not manufacturer's technical support, lack of supervision, there is a phenomenon of the sale of counterfeit spare parts. For lack of expertise ordinary car owners, unable to identify the quality of service technicians and genuine spare parts could lead to fraud.
The third mode is a fast repair brand chain model. These brand stores can guarantee the quality of accessories, with a certain professional and technical strength, and charges were lower than the 4S shop, in theory, the development trend of automotive aftermarket maintenance. But the reality is that more often than fast repair chain profit scattered repair outlets to be difficult, some small repair shops for short-term interests of consumer fraud, undermine the credibility of the industry, or the use of inferior parts to low-price competition in the market, resulting in fast repair Low profit margins chain.
Brand chain against scattered repair outlets
For now, though car maintenance class service providers numerous, but the lack of giant companies. Because most service providers are small, and can not be obtained by making massive scale advantages, new business always available through low cost access to these markets, thus causing increased competition. In the absence of core competencies, businesses had to cut prices to win market, eventually leading to the deterioration of some companies to exit the market environment.
In this context, although fast repair chain model was scattered repair outlets "siege", but a lot of the strength of the brand is introducing a capital increase in order to brand chain model against fragmented service outlets. And automotive after-market-related businesses if a little strength, he wanted to develop fast repair chain brand to break through the above-mentioned situation, such as Bosch, the Great Wall, Michelin and other production of automotive components business, has launched a Bosch car linking the Great Wall auto repair conservation, Chi Canada and other automobile maintenance, quick repair business based chain brand.
"At present about 460,000 auto repair business, but these repair companies only serve to maintain the current amount of 150 million car owners, there is a single store, single Repairer inefficient situation." Michelin Chi plus general manager Liao First Air said that the next car After market services must move towards integration, towards chain. "In our view, the automobile market is the trend of the brand chain, simultaneously, the model can also be multiple resources, the effective integration of forces."
According to the automotive after-market insiders, almost all companies have their own brand of tire chains, and gradually expand in the original only to consumer tire replacement business, increased maintenance and quick repair business. "After all, sales of spare parts and replacement tires alone can bring profits is limited, but high-profit field of automotive aftermarket parts of one sales accessories, and second sheet metal painting the vehicle." Selling accessories plus for the owners of replacement parts on formed a brand chain of a big profit focus now.
Spare parts supply chain onto the electronic business platform
Spare parts production enterprises in order to gain more profit, no longer will the product be sold only to automotive service providers, in addition to selecting the way to build their own brand of fast repair chain, but also to choose the electricity supplier by way of the accessories sold directly to car users. In Michelin, represented parts enterprises, with the Lynx, Jingdong electrical business platform, online direct sales of tires, lubricants, and other accessories. Bosch Lynx flagship store in business development in the first year, turnover reached approximately $ 9,000,000.
But it is worth noting that Lynx, Jingdong and other traditional electronic business platform currently sells accessories mainly in the automotive supplies and general pieces, "tires, lubricants are standard products accessories, have a unified specification, consumers do not need specialized knowledge can buy, but most other accessories not. "director of public relations network to keep a car Worry Sun Peng introduction, spare parts business if you want to rely on electricity suppliers to expand their sales, relying solely on the traditional electronic business platform is not enough. Because the parts involved in a wide range, there are thousands of vehicle parts, different year of production, with a production car, the same part of the accessories may have entirely different specifications, there is no professional knowledge, consumers can not accurately choose from tens of thousands of accessories the accessories that they can use.
Thus, keeping a car worry-free network of such professional online electronic business platform to identify the entry point of the market, according to Sun Peng introduction, keep a car worry-free network has developed a database of professional models, covering more than 2200 kinds of models, about 96% of In the use of vehicles, consumers only need to enter your vehicle make, model, year of production, you can automatically filter out parts of the vehicle can be used, which is the traditional electronic business platform can not do.
Similarly there Zhuge repair network, the same parts as a professional trading platform, the site was founded in July 2013, just one year has been achieved turnover breakthrough billion, has successfully landed on the new board, becoming the first automotive service market share. Up to now, Zhuge repair network has established line services at nearly 300 ground stations, nearly 3,000 logistics lines, radiation almost all prefecture-level cities, the number of daily delivery of nearly 30,000 times.
Electricity supplier network set up to develop the next line
An important bottleneck in the development of the electricity supplier of spare parts, auto parts involving subsequent installation, maintenance and repair problems. If, after the supplier sold through a network, the next in line for the consumer can not provide installation, replacement, it did not establish a complete chain of services, can not form a closed loop O2O.
Keep a car worry-network approach is that, unlike automotive repair outlets across the country combined, to provide them with professional customer management system. Internet for the owners to provide professional advice and maintenance program, with the line service repair shop, the owner simply selected maintenance item online and buy the corresponding original grade accessories, you can go to the repair shop to replace the installation cooperation. And the replacement and installation price is open and transparent, arbitrary charges phenomenon does not occur.
While keeping a car for grief network side, said such cooperation on the maintenance of the network has multiple rating system for its management and supervision, but that can not effectively ensure that consumers receive reliable service in the store, so keep a car in its own grief network spare parts inventory management, logistics advantages, may launch a separate brand fast repair chain. According to insider sources, this plan underway, might implement in the near future.
From parts production, to Internet sales, then the next line services, automotive after-market is nascent form.