How to adapt to the traditional enterprises in the automotive aftermarket

The car after-sales market, which has been quiet for many months, has begun to flourish again. With the recent acquisition of over 100 million A rounds of financing by some Internet model companies, individual auto parts giant service networks have been upgraded again, and even car companies have begun cross-border cooperation to get a piece of the pie. A new round of beach battles in the automotive aftermarket is on the verge.

Some insiders believe that from the beginning of 2014 to the first half of 2015, the domestic automotive aftermarket O2O project has become the scent of various capital crocodiles. However, after a period of capital winter in the second half of last year, about one-third of the auto O2O projects closed down, and the pace of financing expansion stagnated. Since the first half of 2016, many companies have been cautious and unusually low-key. Some even predict that there will still be a large number of automobile aftermarket companies in the second half of 2016 due to the break of the capital chain, which will set off another wave of bankruptcies.

First, the cluster car with the direct chain O2O model announced that it has received more than 100 million yuan of round-A financing. Then, the APP mobile internet company, which focuses on the 4S shop after-market service, announced that it has won 5000 in the first anniversary of the company's APP. The investment of 10,000 yuan A+ enabled the company to obtain ammunition supply less than one month after it had just announced the 130 million A round.

In an interview with Nandu reporter, the high-cluster of the chairman of Cluster Chebao said that the financing is mainly used for new store channel construction, store hardware upgrade, online user development, platform development and talent echelon training. Last year, the company focused its efforts on the base camp in Guangzhou. According to the data, there are about 30 new stores in the cluster, and the number of registered users on the online platform has exceeded 100,000. As of the end of this year, the number of cluster cars in Guangzhou will increase to 80, and plans to open online users. The volume has been expanded to 500,000-600,000. Next, we will use car insurance as an entry point to provide financial services including car insurance, consumer finance, supply chain finance, and lending to car owners, suppliers, used car dealers and insurance companies.

As for the car industry, the new round of financing will be mainly used for service network expansion and increased market communication. It is understood that Le Chebang service has been launched in 18 cities, and more than 2,000 4S stores have been cooperated. This year, it plans to enter 32 cities across the country. At present, Lejiabang has a total of 6 million registered users. According to the original plan, the figure is expected to reach 15 million by the end of the year. As a car after-sales service e-commerce trading platform positioned in the 4S shop network, this company's service content includes not only 4S shop maintenance and 4S shop technician consultation modules, but also provides services by integrating 4S shop idle resources. The biggest difference between Chebang and other post-market service platforms. According to the introduction of Le Chebang, as the 4S shop is still providing services for the terminal owners, in this process, Le Chebang will ensure that the 4S shop uses the original parts for the users and enjoys the warranty policy.

Traditional enterprises

In the face of the automobile after-market, the future will reach a trillion scale. Whether it is a vehicle manufacturer, an auto parts giant or a car-specialized chain enterprise, they all adjust their ideas and invest in this blue ocean.

The “Dasheng Technology” company established by Guangzhou Automobile Group and LeTV and Zhongcheng Insurance was formally established. It also means that the deep cooperation between traditional car companies and Internet companies extends from vehicle production to e-commerce and post-market. Not only the car sales, but also the automotive aftermarket segment, will be composed of online and offline two ends, resulting in a one-stop platform for repairing cars, using cars, buying cars, and renting cars.

In the face of this seductive cake in the aftermarket, the auto parts multinational giant also does not want to be a spectator.

On the Huangpu River on Monday, the after-sales service department of Bosch, a supplier of auto parts and solutions, officially announced that its three franchise stores in Shanghai have officially opened for acceptance. Don't think that Bosch is just as simple as adding three new stores. Since the launch of the "Bosch Automobile Alliance" franchise business at the end of 2014, in order to cover more car owners, Bosch Automotive's after-sales business unit has also launched a high-profile launch of Bosch's express car service today. The brand franchise service network.

Anders, president of Greater China, Bosch Automotive Aftermarket, believes that quick repairs to meet multiple demands will also become a major trend in the future. Compared with many competitors, Bosch mainly attracts consumers with the overall solution of the aftermarket market integrating “accessories + diagnosis + service”, and from the early planning to the later operation, the “Bosch Automobile Franchise” franchisee will always receive from Bosch's full service and support. Half a year ago, the "Bosch Auto Union" Guangzhou direct store has officially welcomed guests. Southern reporters learned that this year, the number of Bosch franchise stores is expected to exceed 1,000.

As for the offline chain brands that have already formed a brand effect in the aftermarket, there is no idleness at this time. Luxury car specializes in brand Huasheng has begun to experiment with its own “community store” model, and it is an important part of the brand's future channel service network layout. Zhou Shengjun, president of Huasheng Group, told the Southern Reporter that although the brand has more than 100 stores in the country, it will not pursue the quantity, but will start the Huasheng luxury car in key cities such as South China and East China. Specialized, suitable for intermediate car repair, craftsman lacquer lacquer chain, and genuine accessories chain for the main city specialization complex, each city center store, standard store with 3-5 community stores, forming a city center store, standard The three-level service network system of shops and community stores penetrates into the car owners of different needs.

A new round of beach battles in the automotive aftermarket is about to start, but each has its own competitive advantage and is also inherently inadequate.

The high cluster of the chairman of the cluster Chebao believes that there is no pure online project for offline terminals in the automotive aftermarket. It is impossible to standardize the service items and service processes, and it is impossible to guarantee the stable consumption experience for users. Similarly, physical terminals that do not have an online platform can only passively wait for customers to come to the door, which obviously affects the efficiency of all aspects. Without a good supply chain and database platform, blind expansion across regions will be difficult to sustain. In his view, there is no shortcut to the chain expansion of the automotive aftermarket terminal.

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“Fast repairs that meet multiple demands will be a major trend”

In 2015, the number of car ownership in China reached 172 million. With the gradual extension of the average age, Chinese car users have shown diversified demand for car repair and maintenance (microblogging) services. Therefore, price, technology and speed have gradually become the main consideration for consumers to choose after-sales service stations, and quick maintenance to meet multiple needs will also become the main trend in the future.

———An Deshi, President of Greater China, Bosch Automotive Aftermarket

"The pain point of the automotive service O2O platform is that the supply chain is not in place."

After the automobile market enterprises “touch the net”, it is both an opportunity and a minefield. In particular, the method of quick-burning through burning has proved that “this road is unreasonable”. Now the pain point of the auto service O2O platform is not a problem of money, but the supply chain has not yet been put in place, there is no effective accessory chain to support, and it is almost impossible for the service terminal to achieve the national layout.

———Cluster Che Bao Chairman of the high cluster

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