The hottest new trend of auto parts market managem

  • Detail

New trend of auto parts market management

Abstract: in addition to the great value of brand protection and digital marketing, "one item and one code" also makes the internal channel management and control of the enterprise more efficient, covering production, warehousing, logistics and other links, compatible with all systems of the enterprise, managing suppliers, dealers and stores, so that enterprise managers can understand the product flow

after more than 100 years of development, the automobile industry has become one of the large-scale and important industries in the world. Economists generally believe that the 21st century is an automobile society. Over the past decade, China's economy has developed at a high speed, the national purchasing power has increased significantly, more and more people have become car owners, and the automobile society has come

China's automobile and parts market is booming

according to the statistics of the Traffic Management Bureau of the Ministry of public security, by the end of March 2017, the number of motor vehicles in China had exceeded 300million for the first time, including 200million vehicles; There are more than 364million motor vehicle drivers, including 320million motor vehicle drivers. The number of new registrations and annual increment have reached the highest level in history. Such a huge amount of data is amazing

however, compared with developed countries, China's automobile market is still in the stage of popularization and development. China has 300million cars, and the number of cars per thousand people is far lower than the world average. China is expected to exceed the world average in 2019. Compared with the number of cars per thousand people in developed countries of 500-800, the gap is even greater. Therefore, China's automobile market still has a very large space for development

the steady growth of automobile sales data in recent years also proves this view. According to the data released by China Automobile Industry Association, in 2016, China's automobile production and sales reached 28.119 million and 28.028 million respectively, with a year-on-year increase of 14.5% and 13.7%, 11.2 and 9.0 percentage points higher than the same period of the previous year. The actual growth rate in 2016 completely exceeded the expectation of 6% growth in the auto market at the beginning of 2016

2012-2016 China's automobile production and sales volume (10000 vehicles)

the rapid increase of automobile production and sales volume has driven the steady growth of the OEM market of automobile parts and components, and also ushered in the vigorous development of the automobile aftermarket. According to statistics, in 2016, the scale of China's automotive aftermarket reached 880billion yuan, and it is estimated that it will exceed 1trillion yuan in 2017. The market will continue to be bullish in the future, achieving a sales scale of 1.654 trillion yuan in 2021

2012-2016 China's automotive aftermarket scale (100 million yuan)

in the face of broad market prospects, many vehicle manufacturers have also begun to focus on the automotive aftermarket with great potential, and have accelerated their layout and continued their actions. Volkswagen, BMW, Beijing Hyundai, Shanghai GM and other manufacturers have tested the aftermarket. It is not difficult to see from the actions of "Shanghai General Motors' acquisition of AC Delco", "BMW's self built 2S quick repair shop", "Volkswagen plans to build 1200 quick repair shops in China", "Dongfeng Nissan launched okcare quick repair shop", "GAC Honda launched joy quick repair shop" and so on, that the vehicle manufacturers have sold one after another, affiliated independent chain stores, and sold accessories off-site. At the same time, auto parts manufacturers will further strengthen their development in the post market, not to mention

however, although OEMs and dealers have accumulated rich practical experience and ability in the field of automobile sales, they may lack experience in the automotive aftermarket. In particular, the 4S channel aftermarket is challenged by the new model of the brand aftermarket, the expansion of the independent aftermarket and the rise of e-commerce channels, and the competition pressure is very great. In the future, if you want to gain a firm foothold in the automotive aftermarket, paying attention to consumer demand and comprehensively improving your management level will become the top priority

"one thing, one yard" optimizes the whole industry chain

the survey data shows that among the factors affecting after-sales service satisfaction, 55% of car owners value "genuine product guarantee" most, which ranks first, far higher than the proportion of "competitive price" (34%). The findings are not surprising. Due to the characteristics of many types and brands of parts involved in automobiles, they are favored by counterfeiters, especially the easily worn parts such as filter, spark plug, brake pad and lubricating oil, which have become the hardest hit area for counterfeits. The circulation of counterfeit goods has seriously damaged the image and profits of authentic brands, and also brought huge hidden dangers to traffic safety. In the face of the infringement of counterfeit goods, the means of cracking down on counterfeit goods by various brand manufacturers are constantly upgrading

it is expected that the traditional way of cracking down on counterfeits will achieve tangible results by 2020, but it can not really curb the chaos of the flood of counterfeits in the post market. In order to facilitate the owner and the manufacturer to start the electronic stopwatch to count for 1 minute at the same time of the starter station, press the machine stop button when the stopwatch arrives, record the cross arm travel value as the rate per minute (mm/min) according to the time of the stopwatch, inspect the difference between the cross arm travel value and the straight steel ruler, and calculate the cross arm travel error value. The counterfeiters in no more than 1% of the countries should identify the authenticity of the product, Many auto parts brands choose to use anti-counterfeiting labels on product packaging to achieve the anti-counterfeiting effect of products. In addition to various physical anti-counterfeiting technologies identified by vision and touch, the anti-counterfeiting labels of many auto parts products in the market now also contain unique two-dimensional codes, which can quickly identify the authenticity of products by scanning the codes. In this way, consumers can buy auto parts at ease no matter what channel they go through - 4S stores, chain stores, roadside stores and online platforms

once the consumer takes out the code to scan, the offline to online connectivity is actually opened. For automobile and parts suppliers, we can also know the genuine product query in different regions through the analysis of consumer scanning data

now that QR codes are widely used, it is clear that anti-counterfeiting query will not be the end point. QR codes have already become an entry point for enterprises and consumers to establish closer ties. Through marketing activities such as member points and activity promotion, enterprises can achieve more refined marketing services for consumers, key people, stores and dealers, collect all-round data of the entire value chain, and comprehensively summarize and analyze them to form strategies to guide enterprise operations. Many automobile and parts enterprises and brands have begun to test the water and carry out marketing activities through two-dimensional codes of anti-counterfeiting labels, such as SAIC General Motors' oil voucher activities, carbon nanotube yarn Mahler member points activities, etc

in addition to the great value of brand protection and digital marketing, "one item and one code" also makes the internal channel management and control of the enterprise more efficient, which can cover all links such as production, warehousing and logistics. It is compatible with all systems of the enterprise, manages suppliers, dealers and stores, and enables enterprise managers to understand the flow of products

most importantly, some well-known brands have been deeply aware of the ability of "one thing and one code" to open up the whole industry chain of auto parts enterprises, and have begun to explore how to integrate existing resources through "one thing and one code". For enterprises with various brands and accessories, they especially hope to achieve a unified management system for internal channels and customer marketing with the help of "one thing, one code"

2016, Shanghai zhongshangluo Co., Ltd., a leading brand in the product digitalization industry, designed a two-dimensional code channel and marketing management system for SAIC general motors. Through the system, each spare part was given a unique two-dimensional code, realizing "one code for one piece", connecting the existing systems and platforms of the enterprise, so that the after-sales spare parts realized a comprehensive management system integrating brand anti-counterfeiting protection, channel control and consumer loyalty management

SAIC GM's strategic deployment of QR code channel and marketing management system may open the prelude to the establishment of a unified integrated platform for automotive aftermarket brands. Under the background of mobile Internet era 2. Cleaning and cleaning: the application potential of "one thing, one code" in the automotive market is worth further exploration

Copyright © 2011 JIN SHI