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According to statistics, the size of China’s auto aftermarket reached 600 billion yuan in 2014, and its market output value reached 800 billion yuan in 2015. By 2018, this figure will exceed the trillion yuan mark. The trillion-level auto after-market has attracted the attention of various industries. In recent years, investors and industrial distributors who are optimistic about the prospects of this market are eager to enter this booming emerging industry with a large amount of funds, talents, technology, and new business models.
In the context of the new era, only by insisting on "innovation" can we survive in a competitive and motivating market. This year, the domestic auto aftermarket is particularly exciting - not only major car companies, parts and components companies, internet entrepreneurs, and insurance companies have accelerated the pace of the post-layout market, but powerful dealer groups and taxi platforms have also made a high profile announcement. This area. Although the current domestic auto market has not yet been finalized, the new pattern has initially emerged.
Traditional giants attacked after the market
Earlier this year, the well-known state-owned China National Automotive Industry Import and Export Corporation and the old-fashioned automotive parts manufacturing company, Federal-Mogul Corporation, announced the formation of a joint venture “China Gas Falk Gate Company†to enter the domestic automotive aftermarket. It is the first time in the country that central enterprises and well-known multinational corporations have joined the automobile aftermarket. This is a big shock for the auto aftermarket, which is currently receiving market and capital attention. What people did not even think of was that the giants of these two traditional industries did not follow the rules. The joint venture company established will introduce new models such as O2O and e-commerce. In the post-market segment where 4S shops, roadside shops, specialized workshops, O2O companies and other types of industries converge, such a new model will inevitably bring about significant changes to the competitive landscape and mode of the automotive aftermarket.
According to reports, China Automotive Federal-Mogul set up a special automobile after-sales service brand "China Automobile America". CNAC will provide high-standard services to customers by building an efficient supply chain platform, improving the online and offline service network, and its own high-quality auto parts and maintenance technology. At present, China National Automobile Co., Ltd. has reached a series of strategic cooperation with many companies, including many partners in the concept of the Internet. For example, in cooperation with JD.com, using its warehousing and distribution capabilities to cover more than 2,000 counties and cities across the country, it forms a closed-loop supply chain with China Automotive's products. According to Lin Hailin, deputy general manager of China National Automobile Import and Export Corporation and chairman of China Gas Import and Export Corporation, the plan for the next five years of FAW is to build 300 stores in key regions such as Beijing-Tianjin-Hebei, Jiangsu, Zhejiang and Shandong. Can exceed one billion yuan.
In addition, CAMC will also rely on the technology and product advantages of Federal-Mogul and the channel resources of China Automotive in the domestic automobile market to establish standardized and transparent industry standards, and provide customers, diversions, and professional services for offline maintenance companies. Comprehensive solutions for supply chain support, maintenance technology, and training can even provide 4S shops with solutions for transformation and upgrading. They can divert online through the O2O platform and help 4S stores to reduce the loss of customers.
After the insurance company Nuggets entered the market on June 8th, Zhongcheng Insurance, GAC Group and Leshi Holding announced a joint venture of RMB 200 million to establish Dasheng Technology Co., Ltd., aiming to build an O2O ecosystem of “Internet + Automotive + Insurance†to build new car sales. , after-sales service, car life, automotive finance and insurance and other related businesses in one of the Internet's one-stop platform. In fact, before the birth of “Dasheng Technology,†many insurance companies have already “tested for water†in this area. For example, in 2015, Zhong An Insurance joined hands with Toho Cars to launch the industry’s first tire protection insurance; Ping An Insurance Tmall's "Super Tyre Service" entered into e-commerce transactions to insure tire puncture risks; PICC P&C and several O2O platforms in the auto aftermarket started cooperation.
According to industry insiders, with the help of the e-commerce platform of the e-commerce company, insurance companies can collect large amounts of customer information and use technologies such as big data analysis to research the differences in customer characteristics, risk orientation, driving habits, and vehicle usage. Customer Differentiation Features and Different Needs R&D To introduce new insurance products that are more personalized and more in line with customer needs. For example, according to the customer's gender and other attributes, driving time, driving mileage, driving habits preferences, car environment and other tailor-made corresponding risk management programs, so that drivers with lower risk will enjoy a lower premium. At the same time, the auto insurance company can also conduct big data analysis and research on customer car risk points, tailor car risk management services for different customers, and guide customers to recognize the risk points of their car.
From the perspective of the market environment, O2O companies currently involved in the automotive aftermarket are shifting from “burning money†to robbing the market to improve their core competitiveness. The introduction of insurance business can further enhance the visibility of their platforms and increase the user’s viscosity. For insurance companies, transparent, low-cost operations and high user experience under the O2O model are also expected to bring new ideas for the transformation of the traditional auto insurance business. In addition, the future insurance company can also start with car insurance for car users, and promote the future to provide more comprehensive services to automotive customers, such as family property insurance, personal accident insurance, life insurance, and further to the owners of financial management, Investment planning and financial services are carried out in this area.
Travel platform by adding "grab the cake" of a certain size ranks <br> <br> travel platform has a lot of resources, such as resource owners, car prices of resources, electronic business platform resources, these resources are likely to "cash" in the future. When the main business of the travel platform is large enough, they will certainly provide large-scale after-market services, and will not only serve car owners on their own platforms, but will also target more consumers. At present, although Didi China and Uber China have launched "deep cooperation", the battle for the domestic travel market has not yet been completed. For the travel platform, the main purpose of the current post-layout market is to occupy positions before others, but in the future, the travel platform will surely expand more and more subdivided areas and deepen the country's auto aftermarket.
In early July, DDT travel and Uber announced the related issues of the post-layout market at almost the same time: The former re-starts off-line DDT stations to provide blow-off service; Uber cooperates with the lubricant brand Castrol as The majority of Uber platform owners provide customized vehicle maintenance solutions. In addition to the two travel platforms mentioned above, carpooling and car rental from Shenzhou are also "into the post-market" from different perspectives. Some analysts believe that although the post-market services provided by the travel platform are not exactly the same, their purpose is very clear, that is, they grab a “cake†in the huge aftermarket.
At present, China's automobile rear market mainly consists of seven categories: car maintenance, automobile insurance, automobile maintenance and accessories, auto finance, car modification, used car and car rental, and automotive e-commerce. The industry believes that the reason why the travel platform is concentrated in the three areas of auto finance, vehicle maintenance, and used cars is because they have innate advantages in this regard, and they have to develop new profit points based on the principle of “familiarityâ€. On the other hand, with these new services, the travel platform can also effectively increase its stickiness with car owners.
At present, all major travel platforms have accumulated huge vehicle owner data. Almost every car owner has a certain demand for post-market services. By providing services to car owners on the platform, the travel platform will increase the retention rate of car owners on the platform. Although the owner's response is relatively cool, some insiders believe that this is not enough to extinguish the enthusiasm of the travel platform after entering the market.
On August 26, the owner of the Sicbo Auto Distribution Company, Chiche Fu of the Auto Parts B2B Sourcing Platform announced that it will initiate a round of RMB 1 billion financing in the C round, which is mainly used for warehousing and logistics upgrades, and will also force marketing. At the end of January this year, Zhong Chi Che Fu just completed a total of 420 million yuan in Series B financing. In fact, many of the e-commerce companies that have been favored by the company for their investment in the circulation of auto parts have also won different rounds of capital injections. The industry predicts that the auto parts distribution B2B platform will become the key support for future employers compared to the auto aftermarket service providers and vehicle sales platforms.
The B2B e-commerce platform for auto parts distribution mainly refers to the purpose of automating the connection between manufacturers, distributors, and terminal repair shops that provide auto repair parts in the automotive aftermarket, through a third-party open platform, in order to shorten the auto parts distribution supply chain. , improve the efficiency of auto parts distribution, transparent auto parts prices, etc.
According to statistics, there are 39 major auto parts circulation B2B platforms currently active in China's car market, of which 23 have all obtained capital injections in different rounds. The main reason why the employer is betting on the Baosteel's steam distributor platform is that the demand for steam fittings is large and just needed, resulting in huge profits.
The industry generally believes that with the increase in the maturity of Chinese car owners, the “non-original parts†situation will be greatly reduced in the past, and homogenous parts (ie, sub-plant parts) will replace the original parts. This also allows auto parts circulation B2B e-commerce platform to see business opportunities.
Car dealers march into the military network about the car on October 12, a huge group of car fleets and China Everbright Bank, China Everbright Financial Leasing Financial Libra signed a strategic cooperation agreement in Beijing, Everbright Financial Leasing will provide a total of 5 billion yuan in support fund car funding support It is used to support the development of the car market. The huge group also became the first domestic car dealer who entered the network about the car market.
Some analysts believe that the reason why a large group enters the network about the car industry is mainly because selling cars is not making money. Therefore, dealers must be transformed to survive. At the same time, China's online car industry has developed rapidly. According to the data, in the first half of 2016, the number of online users was 159 million, accounting for 22.3% of netizens; the number of online special car users was 122 million, and 17.2% were netizens. The industry expects that in 2020, the size of the Chinese car market will reach 500 billion yuan, and its potential market demand will reach 1.1 trillion yuan. The huge market potential attracts various capitals to compete in the area of ​​network vehicles.
However, although the prospects of the online car industry are infinitely good, automobile dealers still face some challenges in entering this field. Among them, the uncertainty and inconsistency of local policies will undoubtedly increase the operating costs of the network. In addition, it is difficult to change the habits of cars that have been formed by consumers of online travel vehicles. Although the huge group has opened the prelude to the car dealers entering the network, but it will not be more follow-up, remains to be seen.
Editor's note: Although a lot of capital has increased investment, in fact, the current domestic automotive market is not flat. Such projects as e-washing and kung fu car washing have all been forced to close. Many auto O2O platforms, including car repairs and car maintenance, have also been closed down due to rapid burning and profitability. On the one hand, it is the condolences for the collapse of many enterprises. On the other hand, large amounts of funds have entered. It can be seen that the domestic auto market is undergoing reorganization and reshuffle.
In the future, customers in the automotive aftermarket will focus on the 80th and 90th generations. In the face of an increasingly younger market, industry insiders generally believe that in the next five years, the auto service industry will still use the direct chain of automobile services and the “Internetâ€. +" Combined. However, real O2O should be combined with the convenience of online orders and the experience of offline services. Both are indispensable, and the offline experience is even more important.
O2O is like plugging in the wings of the Internet for the traditional industry. The primary task of the traditional industry is to do strong and offline services. In simple terms, that is, "under the line is more important than the line, service is more important than the product, and execution is more important than strategy." This is the law that all auto market operators must follow.
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