Automotive parts companies overweight sales service
December 24, 2022
The rapid growth of car sales provides a great imagination for the aftermarket. The rapid growth of car sales provides a great imagination for the aftermarket.
As early as 2010, the China Automotive Consultation Center had predicted that if China’s car ownership reached 100 million, the aftermarket parts market would be nearly 300 billion yuan. According to Xinhua Xinxin International Information Consulting Co., Ltd., the joint president and CEO lei predicted that the automotive aftermarket, which mainly includes car repair services, will have an output value of 400 billion yuan in 2012. By 2015, the output value will reach 700 billion yuan.
But before that, even major parts and components companies including Bosch, Delphi, Valeo and so on, their main focus is still on the OEM supporting field. The reason for this is on the one hand because of the brand sales management approach, 4S shop spare parts procurement restrictions, on the other hand, is due to manufacturers of supplier parts flow restrictions, making it difficult for parts and components companies in the aftermarket to flex its muscles.
However, recently, with the introduction of multiple policies for the automobile industry by relevant national agencies, the relatively closed parts supply system in the after-sales sector will be broken to a certain extent. In the eyes of the industry, large-scale spare parts suppliers may Will enjoy the market dividend. Because the relative OEM package, the profit of the aftermarket may be 2-3 times the former.
In view of this, more and more component companies have begun to increase their attention to the aftermarket. Auto parts companies such as Bosch in Germany, Federal-Mogul in the United States, and Michelin have all increased investment in the after-sales market. While increasing outlets, they are also Establish a flagship store on the web platform. As a manufacturer of automotive batteries, Waratah, the battery manufacturer of Johnson Controls, has entered the Chinese market for about nine years and has also begun to engage in the aftermarket. According to Wu Jiang, vice president of the Automotive Aftermarket China in the Johnson Controls Energy Power business, the average life of vehicle batteries is about three years. Therefore, the current 137 million vehicle ownership in China has also led to a sustained and rapid growth in the battery market. According to statistics, in 2013, China’s auto market has 38 million battery cells, which is expected to reach 50 million by 2015 and 80 million by 2020, with a compound annual growth rate of 10%-20%. At the same time, although there are currently more than 2,000 domestic battery manufacturers, the market concentration is relatively high, which provides a very competitive environment for companies with technological advantages and economies of scale.
However, this does not mean that the path of parts manufacturers to enter the aftermarket will be a smooth one. On the contrary, in the eyes of many people in the industry, the aftermarket seems to be large, but it is not easy to truly deliver them. On the one hand, most of the current after-sales business of the automotive industry is still concentrated in the 4S sector. Due to the imperfection of laws and the inconsistency of information, consumers lack the corresponding trust and recognition for the aftermarket. In addition, compared with foreign mature markets, domestic consumers have poor knowledge of after-sales maintenance and poor hands-on capabilities, which is also a major reason why the aftermarket cannot grow rapidly. From the current point of view, although the above-mentioned parts companies, including Bosch and Michelin, already have e-commerce platforms on the Internet, to support the above-mentioned businesses, they must also provide online car owners with a more convenient service acceptance model.
In view of this, Valta put the “education” owner in the first place. Not long ago, Walta teamed up with SAIC MG Cheyou Club to launch a communication campaign on "car battery conservation". In this process, Valta not only shared the knowledge of car battery conservation with the owner, but also coached the owner. Replace the battery yourself. In Wu Jiang's view, the vehicle battery is different from other non-standard components, and its development is relatively mature. Therefore, as long as the owner has a certain amount of hands-on capabilities and knowledge, he can completely “get rid of” the 4S store and achieve a lower-cost product replacement. In spite of this, compared with tires and lubricants, car batteries have received less attention and corresponding owners have lower participation. Therefore, although Warta has been in the Chinese market for nine years, its business is still more focused. In the supporting part of the vehicle.
"In the next five years, that is, by 2020, we hope that the proportion of our after-sales market will reach 60%, which is basically the same as the overall market situation," said Wu Jiang. To achieve the above goals, Warta's victory will not only be limited to its technical R&D and breakthroughs, but also to consumers is an important direction. "Because the battery and other parts are different, from the current point of view, the replacement of the battery is more passive than active for the owner. For example, where the car is running, the battery must be replaced if it is broken," said Wu Jiang. Therefore, the challenge that Varta put forward is that it is necessary to establish an "ubiquitous" network system that will seamlessly match the needs of car owners. According to Wu Jiang, Wuta will take distributor distributors and battery retail stores as the two-track promotion channel network. Not only that, in the e-commerce platform, it is also actively storing up, and in the currently highly concerned WeChat and other online platforms, Valta will continue to promote to enhance corporate awareness.
All methods are to further change consumer perception and understanding of the aftermarket parts and components, and further independence from the 4S system, in Wu Jiang's view, only in this way, component manufacturers are expected to be divided from the theoretical market opportunities Bigger cake.
Shenyang Zhongda Huanxin Refrigeration Technology Co., Ltd.
