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The growth of Online E-commerce of auto accessories is not solid
In recent years, there are two types of hot car e-commerce, one is the door-to-door and now almost dead; the other is the e-commerce by online shop. Among them, the number of pure platforms such as a cat has obviously failed, and the heavy warehousing is still being deployed; the heavy warehousing can be divided into two categories: one is self-harvesting or consignment sales, and the other is to sell agents The merchant's inventory is integrated into their own warehousing and logistics, and they use other people's goods to do business. Either way, I believe they are full of confidence in their own operation mode. These people are endorsed by a certain listed company, a certain large group backstage, a certain crowdfunding model, and some entrepreneurial enterprises are dying. They are all ambitious and want to pour out a new world in the muddy water of auto parts.
But when we talk about auto distributors, we can't just look at the problem from the perspective of auto parts. We must consider the auto industry, auto parts manufacturers, auto service providers, auto distributors, warehousing logistics providers, auto parts market, etc. The industries are interlinked, and it is impossible for auto distributors to exist independently outside the industry chain. This article will do a thorough analysis on the feasibility of auto distributors, and pour cold water on those companies that are still obsessed with auto distributors. It is time to review and reflect.
Existing market analysis
After entering the 21st century, China's auto industry has experienced rapid development for more than ten years, but now the momentum of rapid growth has stagnated or even declined. This is why, and the constraints are as follows:
1) There are many car brands
Although the Chinese market is large, it cannot withstand the invasion of so many international brands and the many uneven domestic brands. Looking at the baptism of the European and American markets, the retention and market share of automobile brands have stabilized. However, many domestic brands and joint venture brands in China have There are as many models as bird feathers. If you have to compare it to the Spring and Autumn Period, in such an era of competition, you do auto parts after-sales service, just like the PP machine in the past, your parts warehouse may just be established. This brand will disappear or Models have been discontinued, new models have to be stocked when they are on the market, and new energy vehicles are about to enter the market. Whether the spare parts need to be stocked or not, and how the sales will be prepared is unclear. Different from the home appliance industry, home appliance companies have completed the branding and after-sales service of several big brands. Gome Suning has integrated the sales channels. The entire industry chain is clear and complete. At this time, the after-sales service can operate relatively well. The whole car series is a delusion, and being a single brand will conflict with the layout of the car factory in the aftermarket.
2) There are many categories of accessories and different procurement needs
Everyone knows that the accessories are classified into original factory, auxiliary factory, high imitation, low imitation, homogeneous parts and other categories. In the case of many brand models mentioned above, there are so many uneven accessories, and there is a lack of standardization. It is very difficult to satisfy all kinds of customers, but also to ensure high quality and low price. Previous original parts entered the market under the condition that the anti-monopoly law and homogenous parts were approved. However, due to the different installation quality of auto service stores at all levels, the quality assurance of different parts is difficult to achieve uniformity. Who will guarantee the parts after installation? To bear the responsibility, the light replacement is the vehicle personal safety. The manufacturer dare not promise, and the platform provider and the installation shop are unwilling to take the risk. Even if there is an insurance company's reason for underwriting, the responsibility determination will take time to verify.
3) Policies and regulations are seriously lagging behind and not perfect
China's entry into the era of automobiles is too short and too fast, so that it has basically developed rapidly in monopoly and chaos, without borrowing and introducing decades of foreign experience in the development of the automobile industry, monopolistic monopoly, scattered and scattered, unlike the hotel industry In that way, there are clear grading certification standards, practitioners do not strictly control the certification for employment, and low academic qualifications and poor quality are common phenomena. As the saying goes, there are no rules and no circles, and there is no clear auto parts market in terms of responsibilities and rights, the responsibilities and rights of manufacturers, the responsibilities and rights of auto distributors, the responsibilities and rights of physical stores, and who should clarify the national standards, industry standards, and enterprise standards. How to establish and balance the standards; who will take the lead, who will determine the regulations and who will implement them, these are all interlocking, and auto distributors are embarrassed no matter from which point of view. The way to play the trick in the market economy is the so-called dilemma.
4) Urban development public transportation system construction
Auto 4S shops used to be built in urban fringes. With the development of cities, 4S shops will continue to move out. With the continuous demolition of auto repair factories and auto service shops in urban villages, it is difficult to find cheap shops to operate, rent and All kinds of miscellaneous expenses are affecting the development of the auto service industry. In the past, business was all about location selection. I remember hearing many store owners say that the success of opening a store is three things, location selection, location selection, and location selection. Importance of the store. Now the 4S stores are getting farther and farther from the urban area, and the location of the stores is getting more and more remote, which also means that the cost of logistics and distribution is also increasing, and the efficiency is decreasing. As the country vigorously develops urban transportation, the travel system is becoming more and more complete and more convenient, and more and more people choose to travel by public transportation under the condition that the cost is not high, especially in some third- and fourth-tier cities. A few bucks, and driving traffic jams, parking troubles, increased parking fees, and even some fines are worth the loss. Coupled with the government's bus reform, this largest group market will damage hundreds of billions of market at once. Many business owners I know have also sold their cars to use these public transportation systems, so the overall auto parts market should decline under this general trend. The trend is no longer the same as the previous surge.
5) Conflict between benefit distribution and core team
Many auto distributors are very greedy in the face of such a big cake after the auto parts market, but I believe that these companies will be suffering a lot now. I didn't expect to encounter so many difficulties. It is difficult for modern enterprises, especially Internet companies, to reproduce the previous traditions. The family management of the enterprise and the professional manager team are separated from the board of directors, and the partnership system is more successful. We are looking at all the current auto distributors, whether they are the helmsman or the core team members, who is really familiar with the auto parts and e-commerce Internet, and has the thinking of online and offline integration, either online or offline Yes, and whether the so-called core team members are reasonable and whether it can affect the final decision. According to the helms of some auto distributor companies I have contacted, they are still very complacent. They do not have a humble and studious mentality. Not much to do. If Mr. Liu's corporate management was a good idea to build a team, set a strategy, and lead a team in three steps, then I think what auto distributors need to do is to build a compound and united team, formulate a reasonable profit distribution mechanism, strong capital and The ability to integrate resources and achieve the above three points may ultimately be the king.
Prediction of the future development trend of the industry
1. The impact of the development of the auto industry on auto parts
Car intelligence is the general trend. Whether it is a new energy vehicle or an Internet car, the development of car intelligence is unstoppable. The development direction of automotive intelligence should include two parts: on the one hand, car autonomous driving and car system maintenance; on the other hand, the interconnection of smart cars with other things. I have previously designed in Dongfeng Nissan that if there is a problem in the form process of the vehicle, whether it needs to be repaired or replaced, the system will automatically prompt the generation of an order for confirmation by the owner, and select the nearest service station with spare parts for maintenance, and the service station After receiving the order, the parts will be released from the warehouse at the same time, and the maintenance personnel will wait for the owner at the maintenance station. After the maintenance is completed, the online payment will be made. If the inventory of the parts in the physical store decreases, it will be replenished by the nearest warehouse. I believe that this kind of intelligent service of whole industry chain and whole process information will be realized in the future. When I communicated with a business owner before, I also talked about the future development of the car will not be as complicated as it is now, the auto parts will be greatly simplified, and the overall replacement of the problem does not require maintenance. If this is established, the first thing that auto distributors need to do is to be able to obtain first-hand information from the on-board computer system, secondly to establish the entire information system and warehousing and logistics system, and finally to establish a national service network, which is definitely a huge project, I am afraid tens of billions investment may not be sufficient.
2. The influence of the development trend of the automotive aftermarket on auto parts
The development of the automotive aftermarket has also been colorful in recent years. There are not only large one-stop comprehensive service stores, car parks, etc., but also their own subdivided film shops, beauty shops, refit shops, audio shops, and auto repair shops; there are also emerging Drive-in theaters, car camping bases, etc. E-commerce also has Alibaba Auto, and JD.com is competing. Whether a hundred flowers will bloom and a hundred schools of thought will contend in the future, or will it be dominated by several large chain companies like developed countries in Europe and the United States. I made predictions in this regard five years ago. Three years ago I have also published related articles, and now I still insist on this view that the automotive aftermarket should be dominated by two models in the future: the first is the vertical platform integrating the upstream and downstream of the industry chain to provide omni-channel information services and warehousing and logistics services, Integrate suppliers, online merchants, and physical store services into an industry-wide integration to complete a one-stop service. Of course, this platform may not be aimed at all brands, all vehicles and all products, as long as it covers the main brands in the main categories. The second model is the regional online and offline integrated self-operated model. This model is based on the region, which can be a city, a province or a certain area, but it is difficult to replicate the whole country, because this model It is mainly aimed at mid-to-high-end car owners. There are about 100,000 car owners in each city. The procurement, supply, sales and service system and network marketing system are mainly self-built and have a huge investment; the most important thing is that this model is based on big data. It may serve too many people, and it is impossible to join the chain and affect the after-sales service.
Of course, it does not mean that there are no opportunities other than these two models. There is still a lot of development opportunities for car boutique brands and the car modification industry chain. No matter how the car develops, it also needs boutique decoration and modification upgrades, just like houses need decoration and home accessories. , I have also published related articles describing it in detail. The auto parts industry is a quagmire. As a person who has been in the auto industry for 13 years, I would like to give a piece of advice to those companies that still want to be the best in the auto parts industry. Not all problems can be solved by the auto parts business. The development of e-commerce is also the first to develop from standard products such as books and home appliances 3C. The essence of e-commerce is that information flow, capital chain and logistics speed are faster than traditional industries, but if this rapidity is hindered by various problems, I am afraid It can’t get up soon. It will take time for auto distributors, and problems need to be solved one by one. These are not solved by money. If you don’t do it, you still want to catch the e-commerce express. The faster you move, the worse it will be!
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