Recently, the National 10 Departments jointly issued the "Guiding Opinions on Promoting the Transformation and Upgrade of the Automobile Maintenance Industry to Improve Service Quality" (hereinafter referred to as the "Opinions"), and will establish a system for the disclosure of automobile maintenance technology information and break the monopoly of maintenance parts channels. Puyang Shangyi Decoration Material Co., Ltd. , https://www.shangyiwallpanel.com
According to the "Opinions", since January 1, 2015, automobile manufacturers must disclose the technical data of automobile maintenance to authorized maintenance enterprises and independent operators; the original parts of automobiles must allow authorized enterprises to transfer to unauthorized maintenance enterprises or end users. Sales, and through the coding system, establish a traceable parts quality assurance insurance system.
The promulgation of the "Opinions" has caused many consumers to pay attention to the after-sales service of automobiles. According to statistics, the sales revenue of new dealers in China accounts for 90% of the total revenue, and the profit contribution is about 4%. Although the sales accounted for only 10% of the total income, the profit contribution reached 50%. In the Foshan area, is this the case? How do car owners view the after-sales service price of 4S stores? The reporter launched an investigation.
4S shop profit leans toward after-sales service “Since 2008, the profit contribution rate of new car sales has been declining, and the profit contribution rate of after-sales profits has been increasing with the increase of car ownership. So far, in many 4S stores, the profit contribution rate of after-sales More than 50%." Foshan Checheng a joint venture brand boss bluntly, with the decline in sales profit or even a loss, after-sales became a major source of contribution to car dealers. This situation has become more common in local 4S stores in Foshan.
"Now the automobile market is in a situation of oversupply. In order to sell more cars, the price can only be lowered, and the sales profit is naturally less and less." Haiba Road, South China International Automobile City, a person in charge of a self-owned brand car dealer told reporters that At present, the profit contribution rate of after-sales products accounts for 80% of their stores, and sales only account for 20%. "The profit of new car sales is getting less and less, and the after-sales profit is increasing with the increase of retaining customers. The profit contribution rate is naturally inclined to the after-sales service." The person in charge said.
Another person in charge of a self-owned brand car dealer also told reporters that their store's profits are more from after-sales service, which currently accounts for about 60%. "The profit of our car sales is very low, so we must do a good after-sales service. As the number of our stores continues to increase, the contribution rate of after-sales profits will be higher and higher, and after-sales service is an important factor supporting the normal operation of 4S stores."
The maintenance of the owner is more expensive than the maintenance factory. In January of this year, Mr. Guan of Shiwan purchased a joint venture car. He told reporters that he would go back to the 4S shop for routine maintenance every three months, and each time he would spend more than 300 yuan. The regular maintenance price of the auto repair shop is doubled. "300 yuan is just the price for ordinary engine oil. If you change the full synthetic motor oil, the cost will go to more than 600 yuan, and it will cost more." Mr. Guan said.
"The maintenance cost to the 4S shop is indeed more expensive, but considering the number of maintenance times in a year is not much, it does not matter." Mr. Ye said that he has always been to the 4S shop maintenance, small maintenance of more than 300 yuan, Big maintenance is going to go to four or five thousand yuan, and the price is high. "Small maintenance is usually just replacing ordinary oil, but the minimum is more than 300 yuan. I personally think it is quite expensive." Mr. Ye said.
Mr. Liu also told reporters that in view of the relatively expensive maintenance costs of 4S shops, they went to the roadside auto repair shop for maintenance, which is quick and saves money. "If you have a big maintenance, you will still have a guarantee in the 4S shop. If you are small, you will be able to go there," Mr. Liu said.
Car dealers are not worth more than the price than the service of a luxury brand after-sales director of Foshan International Motor City, Mr. Wang said that the scale of a 4S shop investment and operating costs are much higher than an auto repair enterprise, so it is inevitably more expensive in terms of price. However, the 4S shop has the professional technology and good service environment provided by the car manufacturers, which is unmatched by ordinary auto repair shops or fast repair shops. “Taking big maintenance as an example, although it is much cheaper to maintain outside, the supply channels of the accessories or products they provide are complicated and the quality is difficult to guarantee. The accessories provided by 4S shop are absolutely formal and the service life will be more long."
“The price of maintenance to our store is about one-third higher than that of the outside, but our quality is guaranteed, so many customers will choose to come to our store for maintenance.†The joint venture brand 4S store manager told reporters that after-sales service is more than service. Quality, customer satisfaction and value for money are the key. "All the time, we have insisted on customer satisfaction after-sales service. At present, we have reached 4,500 customers. The accumulation of these customers depends on good relationship maintenance and word-of-mouth communication. It is difficult to make service quality only by making a fuss about the price. of."
Changes in maintenance and repair may be cheaper. The reporter noted that the "Opinions" clearly stated that automobile manufacturers should use the available information form, convenient information channels, and reasonable information prices when the new car is listed, without discrimination or delay. Authorized maintenance companies and independent operators disclose vehicle maintenance technical information, and the original parts of the automobile are no longer used as a single channel for 4S stores, and will be circulated in the market through e-commerce, sales terminals and other channels.
Mr. Huang, a 4S shop after-sales manager, told the reporter that in the past, the original parts were exclusively for 4S stores, so that in most cases, the owners can only change to the original parts when they are repaired and maintained in the 4S shop. From the content of the "Opinions", the original parts sales channels will be relaxed, and the channels for owners to purchase or replace original parts will increase in the future. "After the "Opinions" was introduced, in order to retain customers, it is not excluded that 4S stores will reduce maintenance costs."
A veteran industry insider said that auto manufacturers should disclose auto repair technical information to authorized maintenance companies and independent operators, which will mean that the 4S shop's proprietary technical barriers will be broken, so that ordinary social repair shops also have the opportunity to master various brand repairs. , maintenance of special technology. "This will make the gap between 4S stores and ordinary auto repair shops shrink, and the competition for 4S stores will become more intense. In order to survive, the future maintenance prices of 4S stores will be more transparent and cheaper.