The Chinese auto industry is in a trend of rapid development. According to estimates of relevant experts, the number of autos in China will be about 35 million vehicles in 2005, and the number of cars will reach 140 million by 2020. Such a huge auto consumption market has also brought about the vigorous development of China's auto parts industry, and a set of auto parts market circulation model suitable for China's national conditions and healthy and orderliness has become even more important for the healthy development of the Chinese auto industry.
Judging from the current situation in China, the competitive modes of competition are mainly auto parts city, maintenance stations, 4S stores, and auto parts chain supermarkets. Which model is more suitable for the Chinese market remains to be tested by the market.
Regulate the lack of disease in exposed industries
Auto Parts City emerged in the middle and late 1990s in the last century. The formation of this form of business is a product of Chinese characteristics. However, at present, its development has deviated from its original intention, surpassed the scope of auto parts management, and has a relatively strong property speculation in real estate investment.
At first, the rise of Auto Parts City accommodated a large number of auto parts operators' demand for low-cost business premises. At the same time, the relocation of cities and the skyrocketing rents of business premises, and the “combination†effect of operators, local governments have used various “city†as a vehicle for stimulating economic development and arranging employment. They are all factors that make auto parts cities prosper.
Last year, the reporter once investigated the illegal construction of Auto Parts City. In fact, at present, the birth of many auto parts cities is gradually linked to real estate investment speculation. Nowadays, the construction of Auto Parts City seems to be heating up more and more, and the investment situation is not bad, and a group of brain-driving professional managers have emerged. The “bubble†has thus emerged. Many Auto Parts City investors are outsiders, some even specialize in the market, and some auto parts dealers have simply abandoned the industry and become the second landlord of Auto Parts City.
Because the management of Auto Parts City is not standardized, the commodities in the market are also mixed and difficult to distinguish between genuine and fake. The same accessories of the same model will have different brands and different products with different prices. A staff member of Auto Parts City told the reporter that in Beijing, the auto parts market has reached a saturated state and the competition is fierce. The profit space of genuine accessories has gradually narrowed, and fake and shoddy products have obvious price advantages over genuine products. The more and more unscrupulous traders have joined the ranks of selling counterfeit and shoddy goods. As a result, fake and shoddy products have become popular in the auto parts market.
Although Auto Parts City has many businesses that focus on different types of merchants, it is superior to other circulation models in the completeness of accessories, but due to the fact that Auto Parts City is mainly developed through wholesale business, the city’s operating entities are mixed and vary in levels. To carry out unified management, there are unavoidable deficiencies in the environment, location and convenience, price transparency, and reputation. These are the reasons that directly affect consumption.
4S shop special and not wide
The 4S service station has grown up under the control of the automaker, and it aims to provide after-sales service for the vehicle brand. Therefore, there are deficiencies in terms of price and variety. Because 4S service stations can often enjoy specialized technical training and support from vehicle manufacturers, they have advantages that are incomparable to other models in major repairs, especially overhauls of major brands and the supply of core parts.
4S shop actually already exists. As early as 2002, this bundled business model has been rejected by the European Union on the ground of impeding free competition and harming the interests of consumers. In the new regulations (new car sales regulations of 1400/2002), car manufacturers cannot force dealers to build special dealerships, repair stations, and car accessories brands designated by the manufacturer, and this business is included in the free competition. Market management areas.
This regulation in the automobile industry development policy is actually a comprehensive reflection of the opinions of large companies, because they are most willing to establish their brand image through the implementation of 4S stores, and promote the detection and maintenance equipment of foreign joint ventures. Every time a new model is launched in the market, it is necessary to purchase a set of expensive new equipment. Therefore, the price of accessories sold through the after-sales service department of the manufacturer is much higher than the market price. However, at the same time, it was also reported that the maintenance technology of 4S stores was not necessarily high, because a large number of stations were built, and there was a shortage of highly qualified technical workers. Training was not immediate.
However, a staff member of the 4S store told the reporter, “Although the Auto Parts City or roadside maintenance stations have many advantages and low prices, as the after-sales service industry is the most valued quality, and 4S shop maintenance personnel are strictly For training, we are not worried about the competition from all parties."
Breaking the "traditional" auto parts chain supermarket
Ministry of Commerce Decree 2005 Automobile Trade Policy No. 16 clearly states: “The state encourages auto parts circulation to adopt a franchise and chain approach to scale, brand, and network development, and supports auto parts and distribution companies through integration and structural upgrading. , increase the scale effect and service level."
The circulation mode with such characteristics mentioned in the policy is beginning to rise in China. Japan's two largest automotive supplies chain, Australia de Bacchus and Huang Hat, have successively started operations in China. This kind of auto supply chain store is still relatively new in the domestic market because it requires greater financial strength. There are more than 8,000 kinds of products in this kind of chain stores, of which a considerable part is domestically-designed.
According to Xing Yanzhi, deputy general manager of Shanghai Chunshen Automotive Auto Parts Market Management Co., Ltd., in recent years, the Chinese auto market is in the blowout phase, while the auto parts industry with planned economy has lags behind in the circulation, sales and other market sectors, and the corresponding distribution The model has seriously hampered the development of the auto parts market. In order to better realize the potential of the auto parts market, we have established a new auto auto parts market model integrating auto sales, parts supply, decoration and maintenance, information platforms, used car transactions, car rental and other auto related markets. Supermarket City introduces the concept of supermarkets into the auto parts market.
Wei Tongwei, the general manager of NAPA-China Auto Parts Chain Supermarket Co., Ltd. who just entered China, likened the concept of the Blue Pacer model to “Wal-Mart in the supermarket and McDonald's in the chain.â€
"Walmart in supermarkets" means "all products, reasonable prices, and quality assurance." According to Wei Tongwei, Lamb has spare parts covering almost all models of the Chinese market. The product categories include auto parts, chemicals, oil products, tire wheels, tool equipment, automotive products and accessories, etc., and the adoption of scale and standardization The new procurement model, franchise stores will have a very strong market price competitiveness, in view of the special nature of auto parts products, Blue PA is not the pursuit of the "lowest price", but on the basis of comprehensive protection of the "reasonable price."
"The chain of McDonald's" means "store standardization, service standardization, and management process standardization." Wei Tongwei said that the company has adopted direct sales stores and franchising to rapidly develop its marketing channel network. The key to the success of this sales network model is whether the standardization of the management system can be reasonably and effectively implemented. The model includes auto parts chain operation procurement, logistics, training, finance, personnel, information construction and so on.
The ocean-going concept of chain management is rampant. However, the low price of the auto parts city and the professional protection of the 4S shop will still be its concern. Whether or not it can break the traditional model and make the auto parts chain supermarket become the future development trend of the auto parts market circulation model, remains to be considered in practice.
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