The abstract is not only the automobile manufacturers, 4S shops in the Internet era when the electric shock, in the face of the booming after-sales market, some large auto parts companies have increased investment in the after-sales market, while increasing the number of outlets, Establish a flagship store on the web platform. Spare parts company...
Not only automobile automakers and 4S shops have been hit by electricity in the Internet era. In the face of the booming after-sales market, some large auto parts companies have increased their investment in the after-sales market. Establish a flagship store on the platform. Should the spare parts enterprises do their own e-commerce or should they fully support the agents to do the e-commerce platform? Big data, car network e-commerce, in the domestic market after the end of the market is not connected? E-commerce Jingdong has low-key cut into the car after the market layout O2O, the future car after the market will eventually become the BAT competition in the world? How should auto parts companies and channel providers pick up? Auto parts are inseparable from the installation services under the line. Can the offline channels that are loosely aggregated through O2O really integrate into one platform?
Around these issues, CEIBS Alumni Automobile Industry Club, Shanghai Jiaotong University Antai College of Economics and Management, France Marseille KEDGE Business School and China Automotive Consulting Center Network, etc., invited a number of auto parts manufacturers, dealers and related experts in the industry to deepen Explore.
Round table guests:
Xie Junshan Mahler Trading (Shanghai) Co., Ltd. General Manager of Aftermarket, Greater China
General Manager of Qingyan Sikubo Trading (Shanghai) Co., Ltd.
Zhang Houqi Zhongchi E-Commerce Co., Ltd. Chairman and President
Gu Yu Schaeffler Automotive China Regional Director, Vice Chairman of the CAF Association
Partner of Li Binjia Road Auto Consulting (Shanghai) Co., Ltd.
Gu Yu: In the past few years, China's aftermarket has been in full swing. Everyone saw a strong cow and wanted to ride. As a result, the people who rode up now can't come down. Although some people have difficulty riding this cow, there are still many people who want to ride a cow or deal with a few cows. The entire market has changed a lot.
Zhang Houqi: After the car market, the first foot stepped on to find the bottom of the water below. Wal-Mart's catalog may be 100,000 items, but the e-commerce of accessories is tens of millions, which is a huge amount of data. Every part of the data needs data. The auto repair shop must accurately find the parts, including the model, brand, year, year, displacement, etc. To find the structure of this car, each part can be found and solved the auto repair shop. The problem. Now, I am targeting a 14-day turnaround, and 10 million product inventory turnovers for 14 days. What to say, big data must be used. Auto parts are not playing e-commerce, playing big data, playing the supply chain.
Li Bin: Objectively speaking, I think that the current operation method of component manufacturers is still a model of distributors distributed to repair shops in the traditional sense. How to develop agents, how to dig a better quality agent from other manufacturers, How to remove the black sheep from the team for various reasons, and then how to enable these agents to develop more repair shops or develop secondary wholesalers, how to make it develop the maintenance plant secondary wholesalers information Back to it, basically still around this model.
Gu Yu: As a manufacturer, we will respect and welcome all kinds of new channel models. One of the reasons we are in the cat is that the user experience is very important. From the perspective of Schaeffler, it is brand promotion, followed by sales.
If any manufacturer says that I will replace the current channel with an online channel one year later, this is simply not possible. Regardless of any product, we continue to need dealers and continue to need them to provide various kinds of support from the capital and channels. In the short term, this situation will not change much.
Xie Junshan: The special place for auto parts to sell online is that it still does not leave the service. Because DIY has restrictions, it must be done with the service, so we now have the demand for the so-called O2O platform. There are also e-commerce providers who must do O2O and must work with big data. We will continue to walk on two legs. In the traditional mode, we must continue to support our dealers and help our terminal repair shops improve their service capabilities. Whether the supplier is open enough, the data is accurate enough, the quality of the repair shop is not up to standard, the integrity of the whole system is not overnight, the traditional channels must not be put.
Qingyan: The traditional distribution model, like the German company Scubo, it has no repair station, all goods are buy-out, and all the service repair shop distributors have a future? This road relies on a single force of a distributor. I think that the German model is particularly difficult to make. Because there are intermediate barriers. From the entire upstream parts supplier to the multi-level distribution system, not only the information asymmetry, but also the asymmetry from the cash flow and logistics level, it is almost impossible for the intermediate distributor to become the German scooter model. Whether this road can pass, we feel that we can still get through, but we have to change the way.
We will do integration. For integration, it is not strictly integrated with suppliers at the level of MAHLE and Bosch, but with greater openness. This is a direction we continue to do with the traditional model. In addition, for the Internet or platform economy model, as a traditional distributor, we must do two things, the first is big data. Second, the use of the Internet's borderless connectivity, including upstream partners and downstream connectivity, makes these two things better with these two unique attributes. The next stage of the division is divided into two parts. One is how to integrate the supply chain, how many goods are ordered at one time, and five times, eight times, or ten times a year. The other one is the idea of ​​how to use the Internet. Create more business opportunities.
Zhang Houqi: The e-commerce auto parts industry is very difficult. The start-up is very slow. All the warehousing in China is used for accessories. It is not enough. China has no standardized storage capacity and distribution. The accessories are an industrial product, and the mainstream must be a platform for the vertical industry chain to open the entire industrial chain.
The auto parts city to do the accessories, relying on earning the price, relying on information asymmetry has passed. The thinking of the Internet is to open and cooperate to centralize and establish a business ecosystem. Who can truly understand this Internet, building such an Internet thinking is to integrate resources. There are countless customers in the auto parts industry. The combination of FMCG is uncountable. China has a total of 440,000 auto repair shops, more than 20,000 4S stores, and a valuable comprehensive repair shop of 20,000 to 30,000. can.
Gu Yu: I think the development of various modes and channels can be parallel. To be simple, it is actually a third-rate, information flow, logistics and capital flow. It is absolutely possible to get through the third-rate. In the auto parts industry, we go from manufacturers to wholesalers to service providers. Manufacturers to wholesalers here have three streams, from wholesalers to service providers and third-rate. Now I want to put the owner's customers on, from the service provider to the owner and even third-rate. Take the big wholesaler as the corner of the accessory supplier, the second corner is the service provider, the third corner is the owner, and each relationship has a third-rate. I call it a triangle, and it is quite challenging to put it on a platform. We are very supportive of the heroic people to continue the innovation model, because I have died once.
Li Bin: It is not difficult to enter the e-commerce auto parts industry. It is not difficult to start selling 17 or 18 models of accessories. But when you want to expand the model line and product line, the difficulty is really coming. How to do the whole data? For example, a few years ago, customers asked us to build an evaluation model to evaluate the auto distribution distributors in 19 cities in China, and which distributors are worth acquiring. This evaluation model is very complete, but no dealer is willing to fill in the truth of this assessment form. It is almost impossible to do a net worth survey. The Internet needs to be open enough, and we are going to speed up now. We are willing to do multiplication in the Internet, we are willing to do that catalyst.
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