Focus on Automotive Aftermarket Automotive Beauty Calls for Industry Standards

Xiaoyuan, who works for a newspaper company, bought a new car. At the beginning, Xiao Yuan did not care about the maintenance and beauty of the new car, casually bought more than 100 yuan to buy a floor mat, and used the car film provided by the dealer's car to install the new car. However, the many problems that followed led him to rethink car beauty.

After the car film was just affixed, Xiaoyuan found that the film was not "seamless" and that the extra materials were uneven at various interfaces. Even more irritating is that it didn't take long for the car film to "bubble." At this time, Xiaoyuan also found an unbearable odor in the car. For this reason, he came up with various solutions and tried to put a pot of sliced ​​pineapple in the car, but it did not seem too Big role. The day he finally arrived on the car change film, he changed the floor mat in the meantime. Since then, the strange smell has disappeared.

Spending money to buy a pragmatic Xiao Yuan still has a fear. "You said that this car film is one or two thousand dollars, seven or eight hundred car mats, and you don't know what value is worth in the end. How much technology is there in the end? Consumers Too little understanding of this, and after the purchase of a car, there is no commercial shop to guide the guidance."

Xiaoyuan’s experience is common to many car buyers. Began to understand the car beauty industry, after several lessons, they understand that the industry is not standardized, in order to worry, they would rather spend a few extra money.

The automotive beauty market has a bright future

The automobile beauty industry is one of the major sources of profits in the automotive industry chain. In the mature international automobile market, 50%-60% of the profits in the automotive industry come from the automotive aftermarket, while the profits of the automotive beauty care industry account for about 80% of the profits of the entire automotive aftermarket. Taking the United States as an example, the annual output value of the automotive beauty industry has exceeded US$350 billion. In China, the profits of the auto-cosmetic industry are generally around 40%. According to experts, 1 yuan invested by the automotive industry will drive after-sales spending of 24 yuan to 34 yuan, and a mid-range sedan can cost 5,000 yuan to 6,000 yuan per year for decorative cosmetics.

The development speed of China's auto market has always been optimistic for all walks of life. With the continuous increase of auto production and auto ownership, auto beauty market will usher in a huge space for development. It is predicted that by 2008 China's car ownership will reach 50 million. In particular, with the increase in the number of private cars, the daily maintenance of the car has gradually changed from “maintaining cultivation” to “maintaining cultivation”. According to a survey, at present, more than 60% of private high-end car owners in China have the habit of external beauty care for automobiles, and more than 30% of private low-end car owners have begun to form the concept of beauty care for cars. More than 50% of private car owners The owner of a car is willing to carry out car beauty and maintenance on his own while mastering basic technology, and more than 30% of public high-end cars also regularly perform external beauty care.

"According to forecast, this year China will produce 5.7 million vehicles and import 200,000 vehicles, of which private cars will reach 3.6 million." Lu Zhixiong, product manager of automotive aftermarket at 3M China Limited, said, "Most consumers are the first In the second car purchase, they will cherish their first car, which will provide a large number of market opportunities for professional and standard car beauty service agencies."

The gold digger's destiny is not the same

The vast market prospect has caused many businesses to come. In Beijing, several domestic auto beauty chain stores, Youfu, Aiyixing, and Yuefu, have already won some markets. Many international car beauty companies have also seized the Chinese market. 3M, Tefler, and Yellow Hat have developed franchises in various parts of China in the form of franchised chains, or sold products in 4S stores.

However, even if these large international companies have achieved impressive market performance in their home countries, their situation in the Chinese market is not necessarily smooth. This has a direct relationship with the maturity of Chinese consumers. According to Lin Lei, president and co-CEO of Xinhuaxin Group, automotive beauty shops can be divided into four types: product-specific, service-specific, product-integrated, and service-integrated. Since the Yellow Hat entered Shanghai in two years ago, it has been promoting the sales of automotive products without paying attention to service promotion and product promotion. Yang Fu, chairman of Yufu Automotive Service Co., Ltd., said: “When you enter the hypermarket of the yellow hat, you will find a variety of car decoration and beauty products, but no one will introduce it to you. At present, the Chinese car The beauty market has only just begun and owners have no mature sense of auto-cosmetic consumption. They still don't know how to pick a product. If there is no humane shopping guide, if you don’t pay attention to the promotion of auto-cosmetic knowledge, it will be difficult to win the market.”

As a pioneer in the automotive beauty industry, 3M has been in the Chinese automotive beauty market for 13 years. It has more than 200 professional beauty licensing centers in 101 cities nationwide. 3M focuses on brand building and conducts specialized product training, business training, and construction technical training for 200 professional cosmetic licensing centers. Liao Jiajun, general manager of industrial and transportation products division of 3M China Ltd., said: “At present, the last time the Chinese car market is the mainstream, consumers are still immature and lack relevant car beauty knowledge, and their brand recognition and loyalty are relatively low. So while we are promoting our products, we will also introduce our customers to the features, best use methods and professional advice of each product to ensure that they can choose the most cost-effective products when they are spending again."

Technology is still the way to win

As a local car beauty chain company, Youfu has been recognized by many car owners. Yang Hao believes that although the current automotive beauty market is uneven and lacks industry standards, it must be the enterprise with the highest quality of technology and services. To this end, Yufu has come out with a way to introduce new technologies and pioneered the introduction of advanced technologies for the explosion-proof solar film and the entire film without the use of a knife. It has also introduced beauty technics such as car lacquer sealing and chassis sealing to prevent car interiors. Pollution, the introduction of vehicle ozone sterilization technology. This year, Youfu also hopes to open up markets outside Beijing through technology transfer.

An important reason why 3M, which leads the market in technological innovation, can achieve impressive results in the Chinese auto-cosmetics market is that 3M has many high-quality auto-cosmetic technologies and products. 3M will introduce the full range of automotive beauty products to the Chinese market, and adapt to the Chinese road environment and consumer car habits. At present, there are more than 5,000 products in its Automotive Aftermarket Products Division. More than 20% of the products are high-tech patented products. They are used in the fields of car repair, maintenance, and upholstery, and there are more than 100 kinds of products specifically designed for autocosmetics. All aspects of beauty. Lu Zhixiong emphasized that an important business philosophy of 3M Auto Beauty Shop is “one-stop service”. Consumers can enjoy a full range of car beauty services in 3M, which is also the trend of the future car beauty franchise chain. In order to further increase product development in the Chinese market and effectively control costs, 3M actively promotes the process of localization. On June 29 this year, 3M China R&D Center was formally established in Shanghai and became one of 3M's five global R&D centers.