From auto parts to vehicle sales, to after-sales products and services, in the context of relatively slower sales growth, in order to stabilize and expand market share, auto industry chain companies have begun to try to exploit the e-commerce model to open up the market. Industry insiders analyzed with China Securities Journal reporter that for e-commerce platforms, offline dealers, auto manufacturers and car buyers, this move can be described as “win-winâ€. Under the stimulation of Internet thinking represented by Tesla, The automotive industry chain itself will be transformed at the industry level.
Industry chain e-commerce tide In April this year, Foton Daimler auto parts Tmall store officially put into operation, and the company launched the industry's unique one-on-one delivery training, three-year unlimited mileage warranty, limited time compensation service commitment, etc. Commitment to help users improve operational efficiency and reduce operating costs. According to the company's introduction, the Auman GTL parts sales network covers 100% of the provinces and cities nationwide, and currently has more than 100 parts supply centers and more than 2,000 accessories stores.
A Shenzhen-based company engaged in the research, development, production and sales of automotive diagnostics, testing and maintenance equipment also revealed to reporters that the company has recently cooperated with an international e-commerce to expand its e-commerce overseas business, mainly exporting small spare parts in just a few months. Received millions of overseas orders, creating huge profits for the company.
Because it is closer to mass consumption, car products have already tried the e-commerce model before the spare parts touched the net, and "automotive e-commerce" has recently set off a new round of enthusiasm. Gome Online has been rumored to be ready to test the water e-commerce business. The chairman of the company, Gui Guixian, said that the automotive industry has developed to a new stage. From the sales of automobile products to logistics, to the after-sales service market, the dividend stage has passed. Use model innovation to unlock new dividends.
Not only is Gome Online intended to touch the net, but other car-related e-commerce is also keeping an eye on this "fat." It is understood that the professional car website such as Yiche.com has communicated with the Beijing Automotive Group and other car e-commerce.
In addition to vehicle products and components, automotive e-commerce has recently begun to extend to the aftermarket. In May of this year, Shanghai GM's Buick brand entered Tmall for the first time to launch an online after-sales service project, which created a new model for automobile brand after-sales service to e-commerce. From July 7, SAIC passenger car launched after-sales service products. On the line of Tmall, the owner can log in directly to the official flagship store of Tmall SAIC passenger car, and enjoy the original maintenance service at a more affordable price.
According to industry analysts, the two major automobile groups have launched a number of convenient and convenient online after-sales service projects for e-commerce, and have made online reservations, preferential prices, professional maintenance and after-sales service in a line. When various models of the car e-commerce market came into being, the car e-commerce boom began to extend to the after-sales market.
Using the network to expand the market, automobile experts explained to reporters that the intensive network of goods or services in the entire automobile industry chain is behind the industry chain of the automotive industry, and it has entered the off-season, including manufacturers, various marketing networks, and parts. Company and after-sales service.
Shanxi Securities related analysts said that under the government's push, the new energy auto industry has continued to have a high fever this year, but for the entire auto market, it has entered the traditional off-season, and demand is relatively low. Taking the automobile market in June as an example, statistics from the Federation of Passengers showed that the passenger car wholesale market performed generally in June. In the first week, the sales volume of manufacturers increased by 1% compared with the same period of 2013, and decreased by 8% compared with the same period of last year. The second week increased by 14% compared with the same period of 2013, and decreased by 4% from the same period of May. The third week was basically the same. level. The performance of the retail market was relatively worse. The first week was down about 20% from May, and the single digit growth in 2013 compared with the previous year. The second week continued to grow negatively. “June is the traditional off-season. It is expected that the year-on-year growth rate of the automobile market in June will be lower than that in May, and the decline will be more obvious.â€
In the case of sluggish sales, the automobile industry chain company began to borrow e-commerce, in an attempt to expand market share through product extension and service upgrade. The touch-net of the after-market service of the automobile is more about trying to effectively "define" the existing customers.
For example, the above-mentioned after-sales service products of the Tmall flagship store of the automobile passenger car can choose the basic maintenance including the oil, the machine filter and the working hour in the online shop according to the actual demand, and also choose the seasonality such as the wiper blade. Maintenance products, all items are original professional maintenance, and enjoy after-sales service. “The most attractive thing about this online after-sales service project is that its online price is more than 10% more than the 4S store discount, and the owner can also make an appointment and repair according to his own time, and experience tailor-made services.†SAIC passenger car related person in charge It is said that the current HappyHour service model on the Internet has covered the new MG3, Roewe 350 and Roewe 550. The service scope covers 14 dealers in Shanghai, and will gradually increase more service models and regions in the later stage and gradually expand to the whole country.
According to industry analysts, there are a lot of cars that have passed the warranty period, and often go to some repair shops for maintenance and repair due to price factors, diverting some of the customers of 4S stores. An important reason for the large-scale car enterprise service network to launch affordable maintenance and repair projects is to allow more owners to return to the 4S shop for maintenance and repair, opening up new revenue channels for the troubled 4S stores.
Or lead to the industry transformation of the first securities related analysts pointed out that for the traditional car, as the automotive industry's rising cycle has entered the second half, the boom gradually crosses the peak, industry sales may be lower than market expectations; on the other hand, the automotive industry and The consistency of macroeconomic fluctuations will increase.
Under the background of the pressure on traditional automobile sales, the automobile industry chain enterprises have touched the related products and services, and it is also related to the industry-wide changes brought about by the Internet thinking represented by Tesla. Some auto experts pointed out that after Tesla entered the Chinese market, it also brought its model of self-built dealerships and official website sales in the United States to this market. At present, more and more auto companies in China are planning or already The way to implement new vehicle promotion and sales – to build or leverage the e-commerce platform, is bound to break the traditional interest pattern of 4S stores.
A senior person of Guanghui Auto, a car dealer group, also admitted that it is really worthwhile to invest tens of millions of yuan in a 4S shop in the case of e-commerce. The future auto service market will be dominated by “2S storesâ€. “For example, automakers or investors can invest in 4S stores of a certain automobile brand in the provincial capital city, and as a center, they will radiate 2S stores to the following urban areas. These 2S stores are only responsible for new car test drive, pick-up, and licensing, 4S The store is responsible for major fault repairs."
Compared with the car electric enthusiasm, the innovation of the relevant profit model still needs time. "Overall, the auto industry chain of e-commerce is still at the stage of exploration. Although the auto industry chain of auto industry is in full swing, related products and services still have to work hard on brand integration." Futian Auto related person pointed out, "but can be sure The auto market will go from the previous price of the car to the new era of comprehensive operating costs."
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