Do
Auto partsDon't understand
Accessories, Do not understand maintenance; 80% of vehicles have discomfort when driving on the road,
CarThe business of accessories stores and repair shops is weak; the 50% authenticity of the giant shell market is chased everywhere or psychologically hinted; the premonition that the commodity city brand as a news brand weakens its marketing power and competitiveness; the evolutionary paradox of sales and access rights , The vicious circle of life-saving straws,
Malicious competition in the auto parts industry; An inevitable battle of life and death has begun...
1. Industry and professional attributes
Let us imagine, what if hospital directors all over the world didn't understand medicine? Not proficient in pathology and pharmacology? Can't you go to the operating table? Not a clinical or outpatient expert? No medical ethics and social responsibility? Where is the protection of human health and life?
Auto parts andCar repairIt is a highly specialized industry, and has accumulated rich experience in many auto parts owners and auto repair owners over the past 30 years. Now, it is more and more difficult than price and disassembly, assembly and disassembly. Sales output value and customer flow are far lower than in the past. Employees leave and senior managers often change jobs. Profitable projects cannot satisfy profitability. All kinds of training can increase profits, but cannot solve profits. The reform of the equity system and the reform of the employee incentive mechanism cannot be profitable. Finding a factory to change the product to catch up with the brand is not helpful. This is precisely because the industry has the attributes of an industry. Only by mastering this profession can we understand the market. The direction of market research is the professional needs of consumers.
2. Quality and brand recognition
Market demand is very different. Market competition is to find differentiation, and market competition is eternal... The first-tier international brands have been sold for decades. They are produced by Chinese factories, Chinese operating teams, auto parts stores and auto repair shops, and are on sale. Use. The world chain giant Autozone purchased 70% of its annual usage in China. The top ten U.S. chain stores, such as napa and advance auto parts, are licensed in China. As early as more than ten years ago, China was already the world's largest exporter and producer of auto parts. Domestic counterparts do not know or believe in Chinese products. The former is mainly the maintenance industry, and the latter is the automobile distribution industry. Why is this happening? I'm sure it is the unprofessional bosses who have relied on preconceived brands for a long time, which has weakened their sales ability.
I haven't mentioned much about giant shells here. For example, 3M brand glue. In my 40 years of automotive aftermarket experience, 3M seems to have nothing to do with other industries or products in the automotive aftermarket, except for glue. 3M productionlubricating oil, Cleaning and maintenance of chemicals, auto parts and automobiles. Fix it as the international brand image of such products. From a market perspective, 3M is a product extension and brand value-added business. It sells the "3M" logo, auto parts dealers sell product quality, and auto repair shops use product quality. In this choice, we always pay attention to the price and delivery of auto parts and auto repair, but do not consider the price and performance-price ratio, and the cash spot model.
3. Brand and resource integration
We often encounter some auto parts suppliers or product operators. When auto parts exhibitions or manufacturers find products they think are good, they immediately have the idea of OEM production and processing. The reason is that the original equipment manufacturer's price is slightly lower than the manufacturer's ex-factory price. In addition, in their own sales areas, product symbols are also different, forming competition. Deviation and uniqueness of product packaging. Familiar with the unreasonable investment and huge opportunity cost brought about by this way of thinking, from the point of view of resource integration and resource allocation, both marginal utility and marginal effects are wasted. The input and output are not proportional to the preferential price point of the factory's product brand. The inventory of SKU finished products and a bunch of packaging are put in. Large stocks of materials and easy-to-sale SKUs are regularly scheduled for production, and products are in transit and downstream delivery accounts, which cannot form a large-scale market effect. OEM processing and production are three times the product brand investment of the dealership.
Product and resource integration should be efficient, high return, and high turnover rate; control low risk, low investment, low inventory; achieve short cycle, short career, short inventory; not form auto parts supplier or product operator scale, integrate product brand Resources. Enterprises, using the products and R&D technology of the production enterprises, with the help of the production enterprises. Industry warehousing and inventory advantages, and in-depth cooperation with production companies, to make a thorough product brand of production companies, forming an integration of production and sales, and division of labor cooperation. The industry-renowned Xinkangzhong is worth 20 billion yuan. In the past 20 years, most of the products operated by Kangzhong are in-depth cooperation brands, and have cooperated with a brand for 10 to 20 years.
Fourth, price and value competition
Price competition is the weak advantage of the product itself. It is the ability of the product itself to replace the ability of human sales. It depends on the product quality cost and the virtual advantage of sacrificing a reasonable gross profit margin. Value competition is the advantage of the company's brand and sales team, which effectively guarantees product quality, reasonable profit margins, and enhances the company's and team's marketing capabilities. There are many such cases in this industry. In the auto parts industry, the old situation in provinces and cities is not optimistic. For a long time, the exclusive agents, teams and sales staff of international first-line brands and OEM ancillary products have left the international first-tier brands or OEM ancillary product brands, and there is no low price advantage. The sales of factory products or niche brands are not good. Auto parts belong to a typical sales company. Once the marketing ability is lost, it will fall into the inevitable price competition and homogenization competition. Management costs and marketing costs continue to rise. The sales team relies on chicken blood to maintain.
5. The relationship between profession and division of labor
Auto parts sales and repair services, it is not the sale of vegetables and carrots, simple processing and cooking, taste and color are needed; auto parts are industrial products, it is through professional repair scenes and repair technology to present service value. It is not the instant noodles and drinks in daily life, just buy it and use it;
my country's auto parts and maintenance market is complex, the quality of operators is uneven, and industry attributes and professional attributes are still in a blind spot. The choice of operating or selling products mainly depends on feeling and looking at the packaging, asking price, choosing homogeneity and emphasizing inertia; light quality, light dislocation, light difference, light positioning, light professionalism; what is "professional"?
The professional definition is segmentation: segmentation of markets and customer needs, segmentation of product attributes and service attributes, segmentation of product categories and car brands, segmentation of consumer groups and consumption patterns. Professional meaning is industry attributes: including industry background, industry status, automotive structure principles, maintenance technology, product technology principles, product market background, and product market status.
For example, the technical principles, market background and market conditions of automobile engine coolant are very few. From a professional point of view, the Chinese market has been calling it coolant antifreeze for decades, which is a serious mistake. In addition, it is a mistake to sell and replace before winter arrives. When cooling liquid is added, it becomes cloudy or gelatinous. The judgment is caused by the new coolant. This is a low-level error. Sellers don’t understand auto parts and maintenance. There are not many examples and demonstrations on this topic. There are four parts to discuss.
Six, the key to model and transition
In terms of auto parts dealers in 2019, non-Internet offline auto parts chains have formed a nationwide auto parts chain, including Kangzhong straight-chain models, fast track cars, three-head six-arm chains; Hengyide, Sichuan, Shandong, Regional straight chain and so on. For single stores and traditional stores, the formation of chain operations is not short-term impact and competition, but long-term survival and challenges. It is not simply upgrading, increasing varieties or reducing products; it is not reducing product prices, increasing profitable projects or reducing investment; it is not increasing the number of deliveries or reducing the unit price of hospitality; it is making long-term plans and representative positions.
The one that suits you is the best, and some suggestions are made in terms of scale and business structure;
1. Retail Service Provider
Go out of the auto parts city and enter the community to form a warehousing or warehousing form to meet customers' low cost, be close to local customers, and have deep cohesive cooperation.
2. The second step.Retail and wholesale
Local terminal community service, subsidence of districts, counties and towns, alliance management, resource integration, and information sharing.
3. Supermarket
Gradually adjust the price war between high-level brands and big brands, carry out personnel and products simultaneously, separate the customer groups between big brands and big brands, carry out departmental or professional operations, and adopt teams and pre-warehouses in districts and counties to sink. b To get through the product brand goals in phases, to achieve 30% investment in major brands and 70% of major brands.
4. Brand Operator
Long-term product project planning, imported products and projects are sustainable, significant differences and short-term cannot be imitated, do a good job in the local market or choose a nearby area for in-depth cultivation, from near to far out of the local market.
From the perspective of product professionalism, several suggestions are put forward:
1. A single lubricant workshop can be deeply integrated with special filters, or with teams and upstream professional filter manufacturers. Opportunities come from close product contact and customer contact. Due to the price war in auto parts chain stores, the quality of filter products has dropped sharply again. We insist on inherent quality and differentiation, and seek and lock in a professional quality customer base.
2. Such asBraking SystemSpecialized projects, the integration of brake discs and brake disc SKUs, the use of brake repair technology to promote the integration of brake services, the special construction of the brake system safety inspection and maintenance station, four-wheel drive, etc. Positioning and CD-ROM dynamic balance function service.
3. Power system specialty store,Ignition systemThe product portfolio of the engine intake and exhaust system, the integration of professional product resources around engine power and emission technology, to avoid homogenized products and market-sensitive malicious competition products (NGK is a good product, not CH as an example). OOSE IT; For cleaning and maintenance, choose environmentally friendly, non-combustible, non-corrosive, and professional ergonomic products) This product combination is simple and professional, with low logistics and warehousing investment, and portable mobile door-to-door technology is effective. On-site communication and demonstration transactions.
4. Fully wearing parts and vehicle parts library, horizontal integration, vertical stacking, focusing on related wearing parts,Special vehicle, Product width and total staff double reduction rules.
5. Chassis technology store.
As of June 30, 2019, there are nearly 200 million private cars. After the integration period, the average service life of motor vehicles has exceeded 6 years.Wheel hubUnit, bearing, steering ball joint, suspension ball joint, suspensionControl arm, Rubber transmission and cushioning rubber wearing parts have begun production. Such domestic manufacturers have obvious advantages and supply to the global postal market. A corner.
The auto parts and auto repair industry still need a relatively time to enter the standardization stage in the automotive aftermarket. We cannot change the status quo of the market, cannot adapt to the competitive environment, or change ourselves first. The stores that can survive in the future, whether it is auto parts or auto repair, are firstly chain stores and secondly specialty stores. The above suggestions are not suitable for you, you can choose your own franchise store.
