2011: Eight trends in automotive aftermarket

Recalling the rapid development of China’s auto industry in recent years, benefiting from the outbreak of the global financial crisis and the Chinese government's “stimulating domestic demand” policy to deal with the financial crisis. Compared to the international automobile industry, China’s auto industry has become the industry that has suffered the least from the financial crisis, has the fastest economic recovery and has benefited the most. These not only have a positive impact on the Chinese auto industry itself, but also have a significant impact on the Chinese auto aftermarket, and promote the healthy and rapid development of the post market at an unprecedented speed.

Rapid increase in automobile production and sales to accelerate the expansion of the automotive supplies market

In 2009, China consumed 13.64 million cars, surpassing the United States to become the world's largest car market. In the first nine months of this year, China's automobile production and sales volume has reached the level of the previous year, and it is expected to exceed 17 million vehicles throughout the year, an increase of 24% year-on-year. The rapid growth in car sales in the past two years has become an effective support for the rapid expansion of the automotive supplies market, and the market scale has further expanded. The development of China's auto supplies market took only ten years. In 2003, the first blowout of car sales made the automotive supplies industry move toward the fast-paced development. The real development of the automotive supplies industry was less than 10 years. It belongs to a new industry, policies and regulations, and related Standards are also being further developed and improved to guide the healthy development of the market. The automotive supplies service market is a continuous process. When a car is sold, the first two years will be the period when the consumption of automotive supplies will be the largest, and the owner will spend the most blind time. The ever-increasing sales of automobiles will effectively consolidate the increase in the demand for automotive supplies and expand the market further. The speed of expansion will be proportional to the sales volume of automobiles.

The young population of consumer groups has a greater dependence on car sales

According to a survey conducted by Baidu Data Research Center, the “automotive netizens” who regularly search for information on the Internet are geographically distributed in areas along the coasts of Jiangsu and Zhejiang, Beijing, etc. The 20-29 age group constitutes the main body of automobile netizens, accounting for 37.8% of the total. Youth The number of car learners began to increase. Due to the complexity and technical expertise of the automobile itself, there is a high demand for after-sale knowledge such as vehicle maintenance and maintenance. At present, the average car owner will only open after driving training. Once the car is out of order, it can't be repaired. Therefore, professionals must be checked for maintenance. With the increase in the number of young car owners, the dependence on cars is even greater. Young car owners have the following reasons for this situation:

The first is the lack of professional knowledge; the second is the non-support of professional equipment; the third is not allowed in time; and the fourth is the change of ideas. This just gave birth to professional development in all areas of the automotive aftermarket. The automotive products industry is mainly focused on providing owners with a range of services for mounting and car maintenance to meet the individual needs of car owners.

National brands become the absolute main force of the development of China's auto supplies market

Many local auto supplies companies in China followed a long period of time and imitated the management and management of a number of foreign brands. Through the selective attraction and local adaptation, a large number of local companies have grown and grown. The national brand with forward-looking strategic vision and innovative spirit has become the absolute main force in the development of China's auto supplies market, rewriting the history of international brands in China’s automotive supplies market as the dominant, pioneering and leading. The market environment is changing and business ideas are changing. The national brand is a banner, and the national brand is not only China but also the world. We are looking forward to more excellent national brands of automotive products that are based on the country, to the world, and to create the future.

Enterprises to participate in trade show preferences more clear

Since the development of automotive products, the related exhibitions (trade fairs) have an average of one every two weeks. More and more exhibitions make enterprises, especially growing ones, at a loss, making it difficult and pressureful for companies to participate in decision-making. It is impossible for a company to pay attention to and participate in more than 20 exhibitions. Enterprises should conduct selective exhibitions according to the different stages and strengths of their own development. Recognize the purpose of the exhibition: is to create a brand? Or for trading? Or both? At present, there are four major auto shows in China each year: Beijing (Shanghai) Auto Show, Guangzhou Auto Show, Changchun Auto Show and Chengdu Auto Show; Auto Accessories Exhibition has Beijing Exhibition, Zhengzhou Exhibition, Guangzhou Exhibition, Shanghai Exhibition, Taizhou Trade Fair, Harbin Fair, Linyi Trading Will wait. Brand companies should choose the combination of auto show and professional exhibition, expand brand awareness, establish brand image, strengthen communication with the vehicle manufacturer through exhibitions, and provide supporting development to the entire vehicle; more powerful companies should be based on development needs and enterprises. The business rhythm will effectively participate in the industry's trade fairs, and should not be distracted.

In the next two years, the large-scale comprehensive exhibition of automotive supplies will be clearly identified and the orientation of enterprises will be more clearly defined. For trade fair-like linen cushion trade fairs, professional trade fairs such as winter wool pads and summer cool pad trade fairs will develop rapidly and mature, which is suitable for SMEs to participate.

Auto supply professional market shifts from island model to island model

The development of the professional market is a mapping of the development process of the automotive supplies industry. When referring to the professional market, we must mention Guangzhou "Yongfu Road", which is the birthplace of the Chinese auto supplies market and a symbol of wealth. If you compare the auto supply market to the ocean, then the “Yongfu Road” in the past was an isolated island in the ocean. All gold diggers must sail across the ocean to realize their overnight dream of becoming rich. In recent years, due to the rapid expansion of the market and increasing consumption, a “Yongfu Road” can no longer meet the demand for automotive supplies for the entire Chinese market or global market. The regional characteristics have become more and more obvious, and the industrial belts and professional markets have gradually formed. And begun to take shape. With the major structural changes in the way of communication and information acquisition, along with the convenience of logistics, the professional market has rapidly transformed from the island development model to the information archipelago model, coordinated and complement each other, and achieved point-to-network coverage. . This coverage will be more conducive to the rapid circulation of automotive supplies and consumer choices to meet market demand and reduce consumer costs.

4S shop group procurement and chain operations have more market advantages

The worry and challenge pressure of the traditional distributor channel comes from the increasingly close cooperation between auto parts manufacturers and the 4S shop group procurement and chain service organizations to squeeze the mature business space of the original dealer channel. Although many manufacturers are more inclined to channel products and 4S stores specifically for products into two, for different markets to provide different product support and services, it seems that both sides of the sale are guaranteed, but from a long-term perspective, due to channel business for The middle part of the market supply will eventually face the sales pressure of the second-tier distributors and face the competition for the terminal market with 4S stores and chain service organizations.

As each 4S shop group has jurisdiction over a few, as many as tens to hundreds of 4S shops, master the first information of the owner, if a car owner once accepts a 4S shop car service, for its provided Corresponding after-sales service generally does not have too much rejection and rejection. The new car owner may be very rational in purchasing a car, but it is absolutely irrational to after-sales service. The new owners will not choose the 4S store because of some conventional beauty care and choose a chain store such as Yuefu. The second purchase behavior (seasonal products, new products) will be generated in the chain stores. 4S stores and chain stores have stable passenger flow resources and product demand. Manufacturers are more willing to maintain long-term cooperation with them, can effectively reduce channel construction and marketing costs, and focus more on product research and development and technological innovation. Therefore, it can be said that 4S shop group procurement and chain operations have more cost advantages and market competitiveness.

Social capital flows into auto supplies market to test management level of managers

In 2010, the new focus acquisition event opened a new model for corporate finance mergers and acquisitions in the automotive supplies industry, causing a lot of hot debate in the industry. Most business owners in the industry believe that the new focus is only a signal that the automotive supplies market and operations are favored by social funds. In the future, more social funds will flow into the automotive supplies market. More financial institutions, consulting agencies and social talents will enter the industry. This is also an unprecedented test for managers' business management and decision-making capabilities. How does the company operate, how does the brand build, and how does the market position itself? This series of issues had to allow policy makers to rethink, and auto parts companies will play an important role in "mergers and acquisitions" in their future development.

The rapid growth of internet marketing channels challenges traditional marketing channels

Internet marketing can be said to have achieved rapid development in 2010. Online sales has become the ideal platform for entrepreneurs to start their own businesses for the first time. The characteristics of low cost, new model and flexibility have been accepted by young people who are more Internet-based. There is no essential difference between Internet marketing channels and traditional marketing channels. Purchasing, payment, promotion, sales, and collection of funds are just all possible through the Internet platform. The consumer groups facing them are even broader, and they are as large as Beijing. In a small city like Shanghai, where small cities are located, such as small cities, potential customers are ubiquitous and demand is ubiquitous. To succeed in Internet marketing, there must be several elements: First, there must be persistent perseverance; Second, there must be a strong sense of Internet promotion; Third, we must do a good job of preparation; Fourth, we must grasp the Internet communication expression Skills; Fifth, the integrity of business philosophy and perfect after-sales service; Six, but also to have a dream of getting rich.

The rapid growth of internet marketing channels has already challenged traditional marketing channels. The “China Urban Residents Travel Choice Survey Report” published in November 2009 showed that 47.8% of residents purchased vehicles for work, and considered “private cars represent a quality of life” and “owning private cars is a success. "One of the manifestations of life" is 42.5% and 30.2%, respectively. More people only use the car as a tool for travel, but it is no longer a symbol of identity. Subtle changes in the age structure of consumers also occur. Young people growing up with the Internet are more willing to accept their favorite car accessories through the Internet.