Car market just started to scale and brand is the direction

On the afternoon of December 1, 2010, the second China Automotive Post Industry (Chengdu) Summit Forum was officially launched in Shuangliu. Su Hui, a veteran automotive marketing expert, Zhang Jing, Director of the Market Regulation Department of the State Administration for Industry and Commerce, and Deputy Secretary of the China Automotive Industry Association Chang Ningwu, Deputy Director of the Institute of Finance and Trade of the Chinese Academy of Social Sciences, Director of the E-commerce Research Office Jing Linbo, Chairman of the Australia-based Bacchus (China) Auto Products and Commerce Co., Ltd. Tajima Yamura, Deputy Chairman of China Automotive Warranty Equipment Industry Association, Tian Guohua, etc. Many experts gathered to conduct in-depth exchanges and discussions on the status quo and development direction of China's auto aftermarket.

In 2009, China’s auto production and sales exceeded 13 million vehicles, becoming the world’s largest auto market. In 2010, it continued to maintain its upward momentum, reaching 17 million vehicles with no suspense. Correspondingly, the automotive aftermarket also presents a huge market demand. However, compared with developed countries' mature auto after-market business models, the domestic auto after-market is still at an initial stage. Relatively lagging consumption concepts, fragmented consumer regions, lack of representative brands, and relatively narrow management mechanisms all constrain the development of the entire automotive market. On the one hand, it is a huge market potential. On the one hand, it is not optimistic about the current consumption situation. “Taking a path of scale and branding” is the development direction agreed by the participating experts.

1 After the market has just started, it is restricted by the bottleneck. In a fully mature international automotive market, the sales profit of the automobile accounts for about 20% of the profits of the entire automobile industry, the profit of spare parts supply accounts for 20%, and the remaining 60% of profits are in its service. Produced in the field. However, in China, car sales profit accounted for nearly 50% of the entire industry's profits, much lower than mature markets. Therefore, the huge potential of the automotive aftermarket has become a vast blue ocean in the eyes of many businesses.

However, it is undeniable that the domestic auto market has only just begun and there are many "difficulties" that need to be overcome. Su Hui, a veteran automotive marketing expert, said, “We all say that China is the largest producer and seller of oil. Actually, this statement is not accurate. In the United States, in addition to sales of more than 10 million new vehicles, the used car market has more than 50 million transactions. However, the domestic used car market lags far behind, so we are only the 'first car production and sales.' China’s car ownership for a thousand people is 45, and the used car market has huge potential for development, but due to the lack of a fair and authoritative assessment system. , lack of honest and open trading platform, and the lack of related management and supervision mechanisms, our used cars are always unable to do it."

In addition, the opaque parts prices and procurement processes, the asymmetry of consumer access information, the lack of representative brands, and the lack of professional and efficient "integration" mode of operation are the development of China's auto market at this stage. The bottleneck.

2 Scale and branding is the direction of development. How China's auto aftermarket embarks on a high-speed and steady development path. The participating experts have given their own opinions. Among them, “scale” and “branding” are two Keywords To build a one-stop automotive after-sales service platform based on the merchant cluster model, establish a reliable and reliable consumer environment with branding, and at the same time, promote the comprehensive deepening and promotion of “car culture”, and finally build a full three-dimensional environment for consumers. Automotive life platform.

“In the United States, there are many well-known brands in the automotive aftermarket. At the same time, the service model has long shifted from maintenance to maintenance. In addition, the continuous penetration of high technology and the further promotion of the steward-style service model have provided a reference for the Chinese automotive aftermarket. It is the development trend of China's auto market," said Su Hui.

In Japan, after the auto market has reaped a huge success, Australia’s Tadukkis chain’s chairman, Tajima Tamura, believes that the success factor lies in seizing a few key points in the demand of the auto market: a one-stop shopping platform. Combining with workshop services, clarifying consumer prices for parts and accessories, and adopting compressed and open display formats to provide multiple choices and tailor-made purchase proposals.

Regarding the development trend of China's auto aftermarket, Tajima Yasumimura believes that “the concept of consumption will be intensified with the development of the auto market. At this stage, Auto Parts City, roadside stalls, domestic and international supermarket chains, hypermarkets and other types of business will continue. In parallel, the concept of spare parts retail will prevail, and China's auto aftermarket will enter the era of integration, scale, branding, and professionalization."