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The door for China’s trade in services will be completely open at the end of this year. The industry’s debate on the aftermarket has been buzzing in recent days.
The common concern among domestic auto market aftermarket players is that, for them, the result of “fair†competition may not be “fairâ€.
Attractive prospects
What is the automotive aftermarket? China's more authoritative definition is: After the car market refers to the car sales, around the car during the use of various services, it covers all the services consumers need to buy a car.
According to the prevailing view in the world, the profit generated by the auto market is about 7:3 compared with the relative pre-market. In other words, in the entire automotive industry chain, the profits generated by the post-market will be at least more than 1 times that of the pre-market.
According to relevant statistics, at present, the size of the automotive aftermarket in China is approximately 100 billion yuan per year. Industry experts predict that by 2010, the size of the aftermarket will reach 200 billion yuan. The predictions of foreign auto industry circles are more optimistic. They believe that by 2010, the size of China’s auto aftermarket will exceed 300 billion yuan.
In the United States, the automotive aftermarket service industry is known as the "gold industry." In Europe, the automotive aftermarket is also a major source of profit for the automotive industry. Relevant statistics show that from the perspective of sales, parts of foreign mature automobile market accounted for 39% of parts, manufacturers accounted for 21%, retail sales accounted for 7%, and services accounted for 33%; in China's auto market, parts accounted for 37%, manufacturers Accounted for 43%, retail accounted for 8%, services accounted for 12%. The data shows that at present, the proportion of manufacturers in domestic car sales is still too large.
From the viewpoint of sales profits, in the overseas mature automobile market, the sales profit of the entire vehicle accounts for approximately 20% of the profits of the entire automotive industry, and the profit of spare parts supply accounts for approximately 20%, while the profit of 50% to 60% is in the service sector. produced. Take the United States as an example, the annual output value of American automotive after-sales service is as high as 140 billion U.S. dollars, and the profit rate of auto maintenance industry is 27%. In addition, in terms of auto loans, the proportion of U.S. loans to buy cars is 80% to 85%, Germany is 71%, and India is 60% to 70%, while China is still less than 5%.
Industry experts believe that according to the current 12% of the proportion of automotive services, if the proportion of services in the mature automobile market is taken as a reference, combined with China's auto finance, leasing, and other services are still quite weak, the automobile after-sales service is in There is still nearly 10% upside on the basis of 12% of market share. At the same time, as China's auto after-sales service market is still in its infancy, industry insiders estimate that the profitability of domestic after-sales service providers is 13% higher than mature markets such as the United States, which is as high as 40%.
"Mature" experience
Such a wonderful market prospect has stimulated various "princes" to rush to China's auto aftermarket. In view of the mature market strategy of multinational companies, domestic companies appear to be "impetuous." Industry experts believe that re-examining how to develop China's auto market, domestic companies should learn more from the "mature" experience of mature markets.
The U.S. Automobile Aftermarket Association defines the “aftermarket†as the parts and services used in the repair and maintenance of automobiles after they are sold. The companies involved mainly include auto parts suppliers, auto parts distributors and auto repair services. Three major companies.
It should be said that this is a relatively narrow definition. However, the narrow definition defines the most central part, which is the most abundant and concentrated part of the profits. For now, whether it is a mature foreign market or a mature Chinese market, the share of this market is more than 50%.
In the United States, auto parts suppliers, auto parts sellers, and auto repair service providers have formed an industrial chain, and the form in which car owners choose auto repair services is also multiple. The owner can choose the right manufacturer according to his hobby, the degree of damage to the car and the items to be repaired. If you are willing to spend more money to buy your confidence, the owner can go to the original repair point; if you want to save money, you will go to some small shops. A considerable part of their accessories are imported from Asia, many of which are still made in China; if you want to Hands-on, go to a special car supermarket or large department store supermarket auto parts counter.
At present, in the mature market, the automotive after-sales service industry presents three major development trends: First, brand management. This is mainly divided into two categories: auto manufacturers and professional auto repairers. This kind of maintenance plant is large in scale, with excellent production equipment. The maintenance personnel have received unified training and are technically authoritative. The service targets are mainly branded vehicles for fixed-point maintenance.
Second, the concept shifts from repair to maintenance. Foreign auto manufacturers believe that the real service is to ensure the normal use of the user, through the service to the customer to increase the value, the manufacturer made a zero repair concept on the product manufacturing, the focus of service turned to maintenance.
Third, high technology continues to infiltrate. With the development of technology, the level of automotive electronics is getting higher and higher, and the warranty for automobiles is becoming more and more complex. A large number of high-tech maintenance equipments are used in the automotive maintenance industry. With the development of vehicle maintenance network technology, maintenance data, diagnostic data, circuit diagrams, and repair processes can be obtained on the Internet at any time, reducing the differences in access to technical information for maintenance companies of different sizes.
Who "main" market ups and downs
There is no doubt that China's current automotive service industry is still in an era dominated by vehicle manufacturers, and many OEMs have turned automotive services into another important source of profits. Moreover, for a complete vehicle factory, a sound and reasonable after-sales service system can not only allow it to further profit from the downstream of the industrial chain, but also extend the longevity of a model's best-selling product.
At this stage, it is difficult for China’s auto market to completely separate itself from the control of the vehicle manufacturing industry and become an independent market, and this phenomenon will exist for a relatively long time. In the long run, the automotive aftermarket will not be subordinated to and attached to the former market for a long time. Because the needs of auto consumers will not only determine the direction, scale, business model, and service method of the auto aftermarket, but will also in turn affect the former market. Forming a decisive influence.
At present, the domestic auto market is dominated by multinational corporations, and the subsequent market trend is self-evident. The worries of people in the domestic industry should not be "deaf people worry."