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After undergoing rounds of flushing in the auto market, consumers have become increasingly savvy. Apart from the hope of getting a one-off payment for car purchases, they also paid attention to the daily repair of cars. The cost of maintenance, because "these costs may be higher than the price of the car," and accessories are undoubtedly the biggest consumers.
Compared with the bustling price cuts in the auto market, the accessories market has been “smooth†and even a few months ago, parts prices have experienced a general increase. As a result, accessories and consumers have been referred to as the last "reserve" of auto profits.
As market rumors that accessories prices will once again generally rise, Hainan Mazda suddenly announced that it has lowered the price of more than 200 parts and components for its models of Premar and Fumei, with an average reduction of around 18%. Although Mazda Hainan expressed that the price adjustment is due to the rapid growth of the hippocampus product market and the scale of production, effectively reducing the cost of production, and the feedback of consumer behavior, but the industry analysts, this is more like the seahorse Changes in the current market, in response to consumer demand to lower the price of accessories in order to attract more eyeballs, and then take the opportunity to grab a larger market share. But regardless of the motivation of the seahorse, its actions have already led the war of price to the auto parts market.
The price of accessories is temporarily rising
The effect of the hippocampus has spread rapidly. In the last few days, when reporters asked more than a dozen different brands of car sales service providers in Beijing whether the price of accessories will rise, they all agreed that prices will not increase in the near future, and the reporters in several The results of asking several car owners at the auto repair shop are also the latest parts prices have not changed.
“There may be individual parts that will adjust prices. For example, some parts are in urgent need of import from foreign countries due to tight domestic supply. This may increase prices, and some parts may have lower prices due to higher localization rates and higher supply. However, it will not be a large-scale and universal price adjustment,†Wei Guoying, deputy general manager of Beijing Yazhijie Automobile Trade Co., Ltd., told reporters.
In the past few months, the accessory market has just experienced a full-scale price increase due to the rise in global steel prices and other raw material prices, coupled with changes in international exchange rates and other factors. According to statistics, in May of this year, the prices of imported accessories rose by 10%-20%, individual types even rose by 30%, and the prices of domestic accessories also rose by 5%-10%. In June and July, there were only 1100 for Fukang vehicles. The price of various accessories has been raised. The shouting of the market has even led to rumors that prices will continue to rise for a long time.
At that time, some experts analyzed that, apart from factors such as changes in raw material prices and exchange rates, some manufacturers raised prices because, in addition to the sharp decline in vehicle profits, manufacturers wanted to take some profit back, but also because many accessories companies had At the edge of losses, vehicle manufacturers have made some concessions on prices for the survival of component manufacturers.
“As the final consumer goods, the price of complete vehicles will continue to decline, and the price of spare parts should be declining in the long run. The recent price increase is only a band, and it is temporary. The current price increase is due to the entire vehicle company and zero. Parts companies are coexisting in order to balance the performance of the profits in the industry chain, said Zhao Xuegui, an automotive analyst at Everbright Securities.
Who will share the last high profit?
"The recent car sales situation is not very good. Now after-sales is the main profit support, because the quantity is large and there is a guarantee. If this profit is also lost, only to find ways to develop new profit projects." Wei Guoying's words are currently a lot of cars A true portrait of a sales service provider. Since the sales volume of the entire vehicle does not increase, the operating costs cannot be reduced. Even if it is to sell products with a higher added value such as Audi, the dealers feel heavy profit or even pressure for survival.
Car sales service providers can also rely on accessories live, according to reason manufacturers of accessories days should be pretty good, but the reporter heard is the domestic manufacturers complain.
With the increasingly fierce competition in the entire vehicle market, vehicle manufacturers compete for market share and continue to carry out price wars. The profit of the vehicle is becoming increasingly diluted. In order to maintain profitability, vehicle manufacturers must strengthen the control of products and technologies in the supporting market. In order to obtain profits from it, the supporting company's living space will certainly be suppressed, and it will also have to withstand the cost pressures that the entire vehicle manufacturer has transferred. At present, most of the domestic parts and accessories companies can only supply one vehicle factory. There is no choice but to let others cut it.
When multinational companies such as Volkswagen, General Motors, Citroen, Toyota, and Honda occupying the mainstream market invest in China, they also bring in foreign supporting companies, including Delphi, Bosch, Michelin and other world-renowned auto parts manufacturers. The key components of the automobile such as engines, transmissions, engine fuel injection systems, active and passive safety systems in vehicles, electronic control systems, etc., all products with high added value are almost covered by these foreign supporting manufacturers. Parts supply only stays in low-margin general-purpose accessories such as interiors. The lack of core technologies has caused domestic spare parts companies to face an embarrassing situation.
Just a few days ago, Fuyao Glass Industry Group Co., Ltd., the largest auto glass manufacturer in China, announced the reduction of more than 1,500 employees, and the total number of employees of Fuyao Glass is more than 6,000. Although Cao Dewang, chairman of Fuyao Glass, claimed that Fuyao Glass’s layoff was not forced by the company’s sales decline or the recent auto market's weakness, he admitted that the layoffs will help the company reduce costs, so that a large number of layoffs will undoubtedly show that Fuyao Glass is under tremendous cost pressure.
"After-sales service is an important business for all manufacturers. In order to maintain the operation of the parts supply system, it must be allowed to allow parts manufacturers to have their own profits. But in the long term, after the company's scale comes up, the unit cost must be Decline, so that the product can maintain cost-effective and competitive.†A joint venture auto company executives on condition of anonymity pointed out sharply the stakes in this interest game, “to reduce the price of accessories is a trend. Including accessories manufacturers, a All departments in the industry chain should reduce costs, because once a link does not work well, the entire industry chain may lose its competitiveness.The OEMs and parts manufacturers are not squeezing each other, but are partners. Of course, there must be a survival of the fittest in this process. Vehicle manufacturers, as the leading players in the industry chain, naturally have more rights to speak.