Car users are at ease with the 4S shop quality assurance and good service, and at the same time, they are worried about their expensive prices. While they are rejoicing in the auto parts city and roadside repair shops, the price is low, fast and convenient, and they worry about whether their product quality is guaranteed.
China's auto industry is in a steady and rapid development. According to estimates of relevant experts, the number of vehicles in China will be about 35 million vehicles in 2005, and the number of cars will reach 140 million by 2020.
Such a huge automobile consumer market has also brought about the vigorous development of China's auto parts industry, and a set of auto parts market circulation model suitable for China's national conditions and healthy and orderly development has become increasingly apparent for the healthy development of the Chinese auto industry. Is very important.
According to the survey, the concept of car consumption by Chinese consumers has become more rationalized. Apart from the usual factors such as brand, appearance, price, and performance, the purchase behavior has become more and more concerned with the problems faced after the car is on the road. : Fuel saving, maintenance, quick repair, decoration, replacement of parts, etc. Consumer needs are more personalized, complicated, diversified and rationalized, but the core issue of this demand trend is the same: “convenience, low price, quality assurance, and credit protectionâ€â€”after all, consumers are not auto experts. .
Obviously, the traditional circulation model of China's auto parts market has lagged behind the development of consumer demand for auto users. Car users are at ease with their 4S shop quality assurance and good service, and at the same time they are worried about their expensive prices. While they are rejoicing in the auto parts city and roadside repair shops, the prices are low, fast and convenient, and they are concerned about whether their product quality is guaranteed.
“The auto parts industry is the most confusing industry in the Chinese market economy, which has brought a lot of trouble to consumers and the insurance industry.†The relevant personage of the People's Insurance Company of China responsible for auto insurance said that the prices of auto parts market in China are extremely confusing. They once After conducting a survey, the price of the Cherokee bumper could have fallen by a factor of 12 between Beijing and Xinjiang.
It is an indisputable fact that Auto Parts City has been scattered, chaotic, and bad. According to surveys, 56% of Chinese auto users have found counterfeit products on their vehicles. In the past three years, accidents caused by the use of shoddy parts accounted for about 13% of accident vehicles. At the same time, the export of counterfeit products has also seriously affected the image of the domestic auto parts industry.
According to industry sources, most auto parts cities in Beijing have fake and shoddy products.
The quality of the products sold in the auto parts market is mixed. Products with the same type of accessories may have seven or eight brands sold at the same time. It can be said that “the squandering of flowers is becoming more and more attractiveâ€, so that those car owners who know nothing about auto parts and repairs are at a loss. "In fact, for me, the car is definitely a complicated machine. Not to mention knowledge of maintenance, even daily maintenance will be a mess." One owner reluctantly said.
The harm of counterfeit and inferior parts is very serious. It will not only cause potential harm to the car, but also reduce the service life of the car. It is also directly related to the life safety of the driver and may cause serious consequences such as a car accident. In 2004, there were more than 200 traffic accidents caused by automobile brake problems in Beijing, some of which were due to the use of shoddy brake pads.
In addition, after-sales service for counterfeit parts is not guaranteed. Nowadays, any industry pays attention to after-sales service, but the auto parts market has been unsatisfactory because of its special characteristics, which has caused the phenomenon of wrangling. In order to spend less money, a considerable number of customers purchased their own parts in the auto parts market and then installed or replaced them at the repair station. However, once there is a fault, whether the quality of the accessory product itself is a problem or the installation problem cannot be judged, and the loss to the customer will be difficult to obtain due compensation because the two parties push each other.
According to the “Comprehensive 2004 National Complaint Situation†released by the China Consumers Association, statistics show that in 2004, complaints from the national association for consumer complaints increased by 31.6% year-on-year, ranking the second in complaint hotspots, and the increase was second. The main complaints involving the auto parts industry are: shoddy and false.
It is no wonder that relevant persons at the China Automotive Research Center have pointed out with concern: If you do not pay attention to the auto parts industry, do not pay attention to the automobile culture and do not pay attention to consumer education, the Chinese auto industry will encounter many problems.
?? China's auto parts market circulation mode where? How can the main players in the industrial chain, such as parts manufacturers, circulation dealers, and maintenance repairers, adapt to the needs of consumers under a more advanced "rules of the game"?
In the face of changes in the circulation of China's auto parts market, NAPA, the world’s largest seller of auto parts and auto accessories, was founded in 1925. It is keenly aware that China’s auto parts and maintenance market is huge. Market potential, formally entered China.
As the only distribution center established by NAPA in China, according to the current development status of China's auto parts distribution, NAPA-China Auto Parts Supermarket Co., Ltd. digests and absorbs US NAPA's 80 years of auto parts chain operation standards and experience. Newly launched the Blue Blaster business model in line with China's national conditions. On May 22, Lanba held a seminar on auto parts chain operation in Beijing with the theme of "new thinking, new business model, and new development", which set off a "storm" in which auto parts chain operations joined.
At the meeting, Wei Tongwei, general manager of Blue Pa Auto Parts Stores Supermarket Co., Ltd., made a very vivid metaphor about the concept of the Blue Ocean Mode: "Walmart in the supermarket, McDonald's in the chain."
?? The so-called "Walmart in the supermarket", which means "products, reasonable prices, quality assurance." In view of the peculiarities of auto parts products, Blue PA is not pursuing the “lowest price†but the “reasonable price†based on the overall guarantee of quality.
?? The so-called "chain McDonald's", which means "store standardization, service standardization, management process standardization." Lanba has adopted direct sales stores and franchising methods to rapidly develop its marketing channel network. The key to the success of this sales network model is whether the standardization of the management system can be implemented reasonably and effectively.
The Ministry of Commerce made the "Automobile Trade Policy" No. 16 of 2005 clearly state: "The state encourages auto parts circulation to adopt a franchised, chained approach to scale, brand, and network development, and supports the integration of auto parts and distribution companies to implement the structure. Upgrade, increase scale effect and service level." Wei Tongwei believes that the pattern of Lanba's chain operation is fully interpreting the development characteristics of “scale, brand, and networkingâ€. The chain operation in the field of auto parts distribution will certainly be the future development trend.
The relevant experts at the meeting also affirmed the model of Lanba's chain operation, and believed that it could play a role in regulating the current chaotic auto parts market. At the same time, experts also reminded the Blue Pacers that the difficulties in the Chinese auto parts market should be considered more fully.
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