The pain points in the Post Internet automobile ma

2022-07-24
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Under the innovation mode, the pain points of the Internet + automotive aftermarket are still

as for the current automotive aftermarket, the form of Internet + automotive aftermarket still has problems such as insufficient services and excessive reliance on funds, so the existence of traditional stores is still necessary. However, it does not rule out the possibility that the online automotive aftermarket will subvert the traditional offline Automotive Aftermarket in the future

with the continuous improvement of people's quality of life, it is now easy for people to buy a car and change a car. On this basis, there are more and more cars. There are also more and more private cars with 5-axle additive pressure covers that can withstand 3.7MPa pressure. According to the statistical data released by the Ministry of public security on January 15, by the end of 2017, China had 310million motor vehicles, of which 217million were owned. The huge car ownership also means that there is a huge car maintenance market behind it

with the continuous increase of car ownership and car replacement rate, the market scale of car maintenance is expanding. According to the relevant data of the third-party market research consulting company, the scale of China's automotive aftermarket will not be less than 1 trillion yuan. By 2021, the automotive aftermarket will continue to develop, and the market scale is expected to reach 165million yuan

the car ownership has increased, and the traditional automobile aftermarket is in a weak state.

it is understood that 49 cities in China have a car ownership of more than 1million, 19 cities have a car ownership of more than 2million, and 6 cities have a car ownership of more than 3million, and this data is still increasing. From these increasing data, we can know that there is a huge space for the development of the automotive aftermarket

according to the relevant data in 2017, by the end of 2016, there were about 620000 automobile repair plants in China, with an annual maintenance volume of 530million vehicles, and an annual output scale of more than 6000. Hardness is a performance indicator measuring the hardness of materials, which is RMB 100 million. Based on the huge scale of the automotive aftermarket and the huge benefits it has brought, more and more relevant manufacturers have emerged, whether repair shops, 4S stores or roadside car maintenance factories have developed rapidly

however, with the diversified development of the market demand for automotive aftermarket services, these traditional offline automotive aftermarket enterprises are difficult to cope with the variability of the market, and many problems are gradually emerging that are difficult to solve

first, in the automotive aftermarket industry, there are very scattered forms among enterprises, including husband and wife stalls, roadside stalls and other forms. However, most of the enterprises are self-employed, which makes the automotive aftermarket as a whole non-standard, there are great differences among individuals, and there is no strict service system, which brings consumers a bad consumption experience

secondly, in the traditional stores in the automotive aftermarket, because they are not open and transparent in terms of price and product process, it is very easy for consumers to have a sense of mistrust, which is not conducive to the expansion of enterprise user scale

in addition, in the automotive aftermarket, the production channels of auto parts are complex, and the product supply chain is too long, which is very likely to lead to high product service prices and difficult market control

in addition, in the automotive aftermarket, industrial monopoly reduces the consumer experience. Due to the original accessories, car maintenance agreements and other factors, the automotive aftermarket is basically monopolized by the relevant automotive manufacturers, which narrows the range of consumers' choices, resulting in the gradual development of the industry showing a mixed market situation. Among them, the 4S stores are the most criticized by consumers. The prices are high. It is mandatory for auto parts

with the continuous emergence of innovative automobile brands and the continuous upgrading of people's consumption concept, the operation mode of online and offline stores in the automotive aftermarket has gradually become unable to meet the increasingly diversified needs of consumers. In an increasingly developed era, some traditional offline stores can not keep up with the pace of development in the rapidly developing automotive aftermarket, and the problems are gradually exposed

the most unsatisfactory aspect of the traditional automobile aftermarket operation mode is the low efficiency. The main reason is that there are no giants in the industry. Most of the enterprises are scattered and lack unified standards to regulate this. In this case, it is very easy to have problems such as indiscriminate pricing and uneven service quality in the automobile aftermarket. Moreover, nowadays, the ownership structure of the automotive aftermarket is gradually showing an aging trend, the overall consumer market is upgraded, and the policies promote the online automotive aftermarket, which makes the automotive aftermarket have a new development path

there are many criticisms in the automotive aftermarket, supported by the o2o model

2015, a major event occurred in the automotive aftermarket. CCTV pointed out at the "3.15" party that there are problems such as cheating consumers in 4S stores, and the fraud rate has reached 73%. In the automotive aftermarket, these phenomena of profiteering have become the norm in the market. This phenomenon is mainly due to the vertical monopoly of industry giants on products. In fact, this phenomenon has already appeared. The disclosure in 2015 was just an outbreak after a long time. Before that, there was a major change in the automotive aftermarket

2011 can be said to be a turning point in the automotive aftermarket. In this year, the interconnected car maintenance operation mode officially entered the automotive aftermarket. As the traditional automotive aftermarket enterprises have been difficult to meet the changing market demand, in this case, a new operation mode is needed to break the deadlock, thus the "Internet + automotive aftermarket" mode appears. The emergence of Internet + automotive post market application has become an inevitable trend of the development of the times

according to the research data from the white paper on China's automotive aftermarket supply chain released by Roland Berger management consulting, during the period from 2011 to 2016, China's automotive parts were widely used in plastics, coatings, paints, pigments, papermaking, sealants, daily chemicals, aerospace science and technology, and the spare parts market developed well, with a rapid growth rate, and its CAGR (compound growth rate) reached 20%, It is estimated that in 2022, the scale of the thought field of municipal manufacturers that can not be controlled without PC will be more than 800billion yuan, and the scale of the whole automotive aftermarket will exceed 10000 trillion yuan. The rapid development of the domestic automotive aftermarket is closely related to the entry of the Internet

attracted by the trillion level market, enterprises in the online automotive aftermarket began to grow savagely. The emergence and addition of these platforms have, to a certain extent, solved the problems of information asymmetry in offline stores in the automotive aftermarket. It has also accelerated the development of the automotive aftermarket and further promoted the development of the automotive aftermarket towards unification, standardization and specialization

recently, Jingdong, Alibaba, Gome and other e-commerce giants have made some layout in the automotive aftermarket. In addition, many enterprises related to the automotive aftermarket have obtained financing. In 2017, there were no less than 34 financing events, and the financing amount exceeded 5billion yuan. The automotive aftermarket is showing a thriving trend

at present, the emergence of the operation mode of "Internet + automotive aftermarket" may have an impact on the traditional offline stores. Many entrepreneurs believe that they have the ability to subvert the traditional market. However, with the entry of capital, can another road newly opened up in the automotive aftermarket really be profitable

under the innovation mode, the pain point of the Internet + automotive aftermarket is still

today, the automotive aftermarket is still in a rising trend, and since this year, the automotive aftermarket will gradually move towards a mature stage. Although the use of the interconnected car maintenance mode has greatly made up for the problems existing in the operation of the traditional automobile aftermarket, some new problems have also emerged in its development

problem 1: the online automotive aftermarket platform lacks a service system. Although the Internet + automotive aftermarket model reduces communication costs to a certain extent, it is different from offline store services. In terms of automotive maintenance, the online automotive aftermarket platform is difficult to ensure that door-to-door services can meet professional requirements in terms of technology and quality, which leads to consumers' mistrust and has a negative impact on corporate reputation

problem 2: subsidy is the fastest way for o2o platform to compete with traditional auto aftermarket stores. However, the implementation of subsidy strategy on the platform means the opening of the "money burning" mode. However, users who get by "burning money" have no feelings for the platform. If enterprises stop subsidizing, it will be difficult to maintain the current scale of users. Continued burning money will only accelerate the death of enterprises. For example, zhifuhui, which has launched the "one yuan series" subsidy policy, and Zhuge car repair, BOPAI car maintenance and car ants, etc. because of the endless subsidy strategy, the capital chain was finally broken and gradually withdrew from the market

problem 3: the sales proportion of online automotive aftermarket enterprises in the market is seriously unbalanced. It is reported that the foreign automotive aftermarket accounts for 39%, 21%, 7% and 33% respectively in parts, manufacturers, retail and services; In China, the proportion of accessories, manufacturers and retailers is 37%, 43% and 8%, of which service accounts for only 12%. Compared with foreign mature markets, the development of various businesses in China's automotive aftermarket is uneven, especially in the service business that users pay more attention to

in a word, with the popularization of Internet, the emergence of online automotive aftermarket is inevitable for the development of the times. However, there are still some problems such as insufficient service system and excessive money burning. Even so, nothing is "perfect" as soon as it appears. There is still a long way to go for the online automotive aftermarket platform to gradually improve its position in the market

how to complete the subversion of the new Internet model by forging ahead

it is reported that in the automobile industry chain of developed countries, the proportion of automobile aftermarket has reached 50% to 60%, while only 10% in China. Now, in order to increase the proportion of the automotive aftermarket in the automotive industry chain and expand the market scale, it is necessary to make a "big transformation" of China's automotive aftermarket

first of all, for online automotive aftermarket enterprises, the implementation of the subsidy policy can bring a large number of users to the platform in the short term, but its disadvantages are also obvious: the platform users lack stickiness. Therefore, in order to gain loyal users in the online automotive aftermarket, it is also necessary to adjust the platform subsidy strategy, find out its own positioning, and attract more consumers' attention by taking the vertical route and creating high-quality brands, so as to lay a good foundation for the construction of enterprise reputation

secondly, one of the most troublesome problems for enterprises in automobile repair and maintenance plants is the lack of "talents". However, there are many kinds of automobile aftermarket, including maintenance, car maintenance, spare parts and other businesses, which means that enterprises need a large number of professionals in different businesses to ensure high-quality operation. Moreover, whether it is to train relevant technical personnel, improve professionalism, open the gap between enterprises or improve the service system, it is necessary to meet the diversified needs of the market

finally, expand the scope of service categories to increase the profit of the enterprise. According to relevant data, service accounts for only 12% of the retail sales in China's automotive aftermarket. As consumers pay more attention to products and services, they should strengthen the experience of products and services and

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