It is not only the auto OEMs and 4S stores that have been exposed to electricity in the Internet era. In the face of the booming aftermarket, some large auto parts companies have increased their investment in the aftermarket, increasing the number of outlets as well as the Internet. Build a flagship store on the platform.
Does the spare parts company itself make e-commerce or should it fully support the agents to make e-commerce platforms? Big data, car networking, commercialization, in the end of the domestic market is not grounded in the end? E-commerce Jingdong has low-key cut into the car after the market layout O2O, the future car market will eventually become the BAT race to compete with the world it? How should auto parts companies and channel distributors respond? Auto parts can not be separated from the installation services under the line, through the offline channels loosely aggregated together O2O really can effectively integrate into a platform?
Focusing on these issues, the China-Europe Alumni Automobile Industry Club, the Antai College of Economics and Management of Shanghai Jiaotong University, the Kedge Business School in Marseille, France, and the China Automotive Consultation Center Network have joined forces to invite a number of auto parts manufacturers, distributors and industry experts Explore.
Round table guests:
Xie Junshan General Manager, Greater China Sales and Marketing, Mahle Trading (Shanghai) Co., Ltd.
Qing Yan, CEO of Cooper Trading (Shanghai) Co., Ltd.
Zhang Hou Qi Zhong Chi E-Commerce Co., Ltd. Chairman and President
Gu Wei Schaeffler Automotive Sales China Director, CAF Association Vice President
Li Bin Jia Zhidao Partner, Automotive Consulting (Shanghai) Co., Ltd.
Gu Ke: In the past few years, the Chinese market has been surging. Everybody sees a strong cow and wants to ride it. As a result, people who ride on can't get in now. Although some people have difficulty riding this cow, many people still want to ride cows or deal with several cows. The entire market has undergone great changes.
Zhang Houqi: After the auto market, the first pedal went up and found the bottom of the water. The catalog of Wal-Mart may be 100,000 items, but the e-commerce supplier of accessories is tens of millions, which is a huge amount of data. Every link needs data. The auto repair factory must accurately find the accessories, involving models, brands, years, models, and displacement. To find the structure of this car, it is necessary to find every part and solve the auto repair factory. The problem. Now, I've locked my target at a 14-day turnaround, 10 million product inventory turnovers for 14 days, and I have to use big data to talk. Auto parts are not playing electricity suppliers, playing with big data, playing with the supply chain.
Li Bin: Objectively speaking, I think the current operation method of component manufacturers is still a mode of distribution of accessories in the traditional sense to the maintenance factory. How to develop agents and how to dig a little better agent from other manufacturers? How to remove the black sheep of the team with various reasons, and then how to enable these agents to develop more repair shops or develop second-level wholesalers, and how to make it possible to develop maintenance plant secondary wholesaler data Back in the past, basically still around this model.
Gu Wei: As a manufacturer, we will respect and welcome new channels. One of the reasons we go to Tiancat is that the user experience is very important. From the standpoint of Schaeffler, it is brand promotion, followed by sales.
If any manufacturer said that I would use the online channel to replace the current channel one year later, this is impossible. Regardless of any product, dealers will continue to be needed. They will continue to require them to provide various kinds of support from the capital and channels. This situation will not change much in the short term.
Xie Junshan: The special place where auto parts are sold on the Internet is that it is still a part of the service. Because there are restrictions on DIY, we must cooperate with the service. So we now have the demand for the so-called O2O platform. There are also e-commerce companies that must do O2O and must cooperate with big data. We will continue to walk on two legs. We must continue to support our distributors in the traditional model and help our terminal repair shop to improve its service capabilities. The supplier is not open enough, the data is not accurate enough, the quality of the repair shop is not to the standard, the integrity of the entire system is not overnight, the traditional channels can not be put.
Qing Yan: Traditional distribution of this model, like the German Treasury, it does not have a repair station, all the goods are all buy-off, all service repair shop distributors have no future? This road is driven by a single force of distributors. I think the German model in particular is very difficult to go through now. Because there are middle barriers. Including the entire upstream parts supplier to multi-level distribution system, not only information asymmetry, but also asymmetrical from the cash flow, logistics level, so the middle distributor wants to become Germany's Treasurer's model is almost impossible to succeed. This road can not go through, we think we can still go through, but to go another way.
We will do integration. For integration, we do not mean that integration in the strict sense of supplier Mahle, Bosch, but more open integration, this is a direction we use the traditional model to persist. In addition, as for a model of the Internet or platform economy, as a traditional distributor, we are sure to do two things. The first is big data. Second, in the entire use of the Internet without boundaries of connectivity, including the upstream partners and the downstream connectivity, these two unique attributes make these two things better. Treasurer divides the next stage into two pieces. One piece is how to integrate the supply chain. How many items are ordered at a time. In the end, it is used for 5, 8 or 10 times a year. The other piece is the idea of ​​how the brain wants to use the Internet. Create more business opportunities.
Zhang Houqi: The e-commerce auto parts industry is very difficult, and the start-up is very slow. All the Chinese warehousing is used out of the spare parts, and it is not enough. China has no standardized storage capacity and distribution. The accessory is an industrial product, and the mainstream must be a platform for the vertical industry chain to open up the entire industrial chain.
Auto Parts City to do accessories, rely on to make the difference, relying on information asymmetry era has passed. The thinking of the Internet is to decentralize cooperation and establish a business ecosystem. Who can truly understand this Internet and establish such an internet thinking is to integrate resources. The number of customers in the auto parts industry is countable, and the number of fast-moving consumer goods is uncountable. China has a total of 440,000 auto repair shops, more than 20,000 4S stores, and valuable integrated repair shops of 20,000 to 30,000, integrating these tens of thousands of units. can.
Gu Wei: I think the development of various models and various channels can be paralleled. Speaking simply, it is actually third-rate, information flow, logistics, and capital flow. It is absolutely possible to open up the third-rate. In the auto parts industry, we go from manufacturers to wholesalers to service providers. There are already third-rate manufacturers and wholesalers, and there are third-rate from wholesalers to service providers. Now I want to put the owner of the car owner, even from the service provider to the owner. The big wholesalers are the corner suppliers. The second corner is the service provider. The third corner is the owner. Each relationship has three streams. I call it triangle, it is very challenging to put it on a platform. We very much support the brave people who continue to innovate because I died once.
Li Bin: It is not difficult to enter the e-commerce auto parts industry. It is not difficult to start sales of 17 types of accessories. However, when you want to expand the model line and product line, the difficulties are really coming. How do you do the whole data? For example, a few years ago, the customer asked us to establish an evaluation model to assess the 19 auto parts distributors in the country and which distributors are worth acquiring. The evaluation model is very complete, but none of the dealers are willing to fill this assessment form with their real situation, and doing a net worth survey is almost impossible. The Internet must be open enough. We must speed up now. We are willing to do multiplication on the Internet and we are willing to make that catalyst.