The automobile aftermarket refers to various services in the process of car use after car sales. With the rapid development of China's automobile industry, the number of car ownership has risen rapidly. After-sales services such as automobile after-sales maintenance services, insurance, beauty, used-car trading and leasing, automobile culture, scrap recycling, and remanufacturing are also increasing. Experts predict that in 2015 China's auto aftermarket industry will reach 700 billion yuan in output value.
Market potential is huge
From 2009 to 2013, China's automobile production and sales volume maintained the world's top five consecutive years. According to statistics, the number of civilian vehicles reached 127 million in 2013 and is expected to reach 200 million by 2020. Behind the car ownership of billions of dollars is the auto aftermarket industry with a level of 100 billion yuan. According to the statistics, every RMB 1 spent on car purchase will drive the automobile after-sales service of RMB 0.65. Automobile aftermarket services, such as vehicle maintenance, spare parts replacement, beauty refinishing, used car trading, and waste car dismantling, will usher in a huge space for development.
In mature markets abroad, the sales profit of the entire vehicle accounts for about 20% of the profit of the entire automotive industry, and the profit of spare parts supply accounts for 20%, and the profit of 50% to 60% is generated in the service sector. At present, China’s automobile sales account for about 43% of vehicle manufacturers and 37% of accessories. The proportion of services is too small, dealers account for 8% of retail sales, and services only account for 12%. It can be seen that there is a huge room for growth in the automotive service market.
According to Shi Jianhua, deputy secretary-general of the China Association of Automobile Manufacturers, although China's auto production and sales volume still maintains a growth trend, after years of price wars and rising manpower and land rent costs year after year, the high-profit era gradually became a thing of the past, and automobile manufacturing and sales profits. Has entered the downlink channel. In this context, the automotive aftermarket maintains a rapid growth of 25% to 30% annually, becoming a dazzling profit growth point for the automotive industry. In the European and American auto markets, post-market profits account for 60% of the entire industry value chain. Compared with China's auto market profits, there is still room for improvement.
Specifically, in the used-car trading market, China's used-car trading volume in 2013 was 5.2 million vehicles, which only accounted for 4% of the total inventory, while the transaction volume of mature used cars in Europe and the United States accounted for about 20% of car ownership. In the area of ​​car leasing, the percentage of cars sold by leasing in China accounted for only 10% of the total sales, compared with 35% in the United States and 50% in Germany. There is also a car modification market that has attracted the attention of individual consumers. China's auto conversion rate is less than 10%, Japan has reached 80%, and the United States has also reached 70%, showing huge growth potential.
Promote the healthy development of the industry
Due to the great potential of the Chinese auto market, many well-known auto service companies have entered the Chinese market in recent years. Bosch in Germany has established more than 500 auto repair shops in China; Japan's largest auto parts dealer "Yellow Hat" plans to increase the number of Chinese direct sales stores and franchise stores to 500 by 2015; maintenance of American General Motors Group affiliates The chain company AC Deco has now been deployed in major domestic cities.
Faced with the landing of many foreign-funded enterprises, private domestic enterprises have also begun to set foot in the automotive aftermarket. Beijing Chinap, Zhengda Fortis, CRRC Auto Repair, Che Jue Shi and other chain companies have risen one after another.
“With the rapid development of China's auto industry, the auto market has also seen a blowout. This huge cake has attracted international, domestic talents, resources, organizations, and funds to intervene. This has enabled the rapid development of the auto market. On the other hand, it also caused a certain amount of confusion. It can be said that it is a matter of muddy sand and a mixture of pros and cons." At the inaugural meeting of the China Automobile Industry Association Aftermarket Committee, Wang Yuyang, general manager of China Automotive Industry Parts Sales Co., Ltd., said. In an interview, Li Yuheng, a senior research fellow of China Investment Consulting Co., Ltd., also stated that there are many problems in the post-car market in China, such as chaotic market order, service awareness and indifferent ideas.
At present, there is no nationwide chain brand with a large market advantage and high consumer awareness so far in China's auto aftermarket. Corporate development is facing problems such as credit crisis, lack of industry standards, and lack of talent.
It is in this context that the China Automobile Association’s Aftermarket Committee is established. Shi Jianhua said that the China Automobile Association Post Market Committee, as an industry association, will give full play to the role of "providing services, reflecting appeals, and regulating behaviors."
It is reported that the establishment of the Aftermarket Committee confirmed that the China Automotive Industry Association’s Aftermarket Committee will supply automotive parts, after-sales maintenance services, automotive after-installation, auto finance, used cars and leasing, automobile culture, scrap recycling and remanufacturing, Professional markets and other nine major categories to work. By promoting the specificization of the business in each specialized field, the healthy development of the entire industry will be promoted.
The e-commerce model suddenly rises
Selling oil and selling tires on the Internet is no longer something new. In the initial stage of domestic e-commerce, these products that belong to the auto market have been placed in online malls for consumers to choose from. In the past two years, this market, which has been called by the industry experts as the most important factor in the future of automobile e-commerce, has gradually become a climate.
Unlike automotive durable consumer goods, products in the automotive aftermarket, such as engine oil and tires, are easy-to-consume products, and consumers use it more frequently. After investigation, the reporter found that, along with the gradual improvement of the e-commerce environment, more and more consumers will buy again or purchase many times after purchasing the after-market products such as engine oil and tires for the first time. It can be said that the automotive aftermarket e-commerce has cultivated the viscosity of customer spending. “The second purchase was compared with the first purchase. The color and smell were the same. The seller was very good and very responsible. He hopes to keep it. He will continue to come.†One bought Castrol on Tmall. Motor oil consumers wrote this evaluation. It is understood that similar favorable reviews can be found on several major e-commerce platforms.
Let's take a look at the situation of selling tires online. There is a website called Mai Tire, which sells all kinds of tires. It promises to be genuine and free to shop. The reporter saw a lot of consumer evaluations on his website, and it was almost always praised.
An industry expert once predicted: “E-commerce will have a huge impact on the current automotive aftermarket. Standardization and transparency are the main weapons of e-commerce. Standardization can solve the worries of consumers. All accessories are the same as 4S stores. The original parts or the international famous brands; transparency is to solve the price problem, 4S shop accessories and artificial labor costs will be more and more expensive consumers will be promoted to e-commerce platform."
From the reporter's understanding of the situation, this expert's prediction is becoming a reality step by step, 4S shop original car aftermarket big cake is being divided by e-commerce companies, monopoly status or will not be guaranteed. These e-commerce companies in the aftermarket have more diverse forms. Apart from the integrated e-commerce platform, there are also independent e-commerce companies involved in spare parts, auto-cosmetics, and vehicle maintenance.
The post-market e-commerce model can completely get rid of dependence on offline 4S stores, and complete the transaction with consumers. It can be predicted that if the e-commerce service in the automotive aftermarket is more considerate and the price is more transparent, and the physical 4S shop is keeping its original concept and model unchanged, the last cheese in the 4S shop will fall into the hands of others.
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