Last year, China’s automobile production and sales volume ranked first in the world for five consecutive years. Correspondingly, the scale of the auto parts market continues to expand, the auto parts industry has unlimited potential, and challenges and opportunities coexist. Internet technology has opened up a new outlet for the auto parts industry. E-commercialization will be an inevitable trend in the future development of the auto parts industry. Establishing an efficient and low-cost network distribution channel becomes the only way.
On the outskirts of Atlanta, USA, Raymond operates an auto parts store. The shop is no different from other parts stores, but its features are online transactions. Any service related to auto parts sales can be realized on the Internet. The shop provides 24-hour service. As long as customers ask questions, they always strive to give a reply within 15 minutes. Customers can simply sit in front of their home computer and complete everything, including downloading images of required car accessories, understanding prices, placing orders, and more.
This is a microcosm of networked sales of US auto parts. At present, European and American developed countries are rapidly increasing their use of the Internet to purchase auto parts.
The circulation channels of China's auto parts are mainly the distribution of auto parts stores, and the slow development of networked operations.
At the 2014 China International Auto Dealers Summit held in the recent meeting, Zhao Yang, director of the industry development department of the China Council for the Promotion of International Trade of the China Council for the Promotion of Industry and Commerce, believes that the aftermarket service is a huge market to be developed. The transformation of parts and accessories distribution model is an important part of the transformation and upgrading of the automotive industry. The era of transition from dealers to comprehensive service capabilities has already come.
Lu Zhiguang, executive vice chairman and secretary-general of the China Automotive Aftermarket Federation, said in an interview with reporters: "Whether it is a buyer or a supplier, the Internet may be a better choice for the transformation and upgrading of spare parts distribution model. Outlet dealers can look forward to the future, starting from now on the establishment of auto parts network sales platform.This will not only save time and costs, but also grabbed the market opportunities.In the future, use of the Internet information and convenient services, auto parts dealers It will reduce inventory, speed up the circulation of funds, and obtain expected returns."
Internet Marketing Mishap <br> <br> At present, many of China's large and medium sized auto repair companies have established a computer management system, the internal network, covering the entire repair operations, computerized real-time control so that the operators can be kept informed of plant The internal state improves work efficiency.
However, some senior executives of small and medium-sized auto parts companies simply believe that network marketing management is to build a website, and graduates of computer science are required to do it. In fact, online marketing management requires talents with a comprehensive quality. For example, doing internet marketing in foreign markets requires four skills: network technology, foreign language tools, marketing knowledge, and product knowledge.
In Lu Zhiguang's view, small and medium-sized automobile parts and components companies only use the Internet as an auxiliary channel for traditional business models. They carry out network marketing management, lack of resources, and lack of confidence in online marketing. They only want to spend a few thousand dollars to design a company. Design a website. Even companies that can invest a lot of money do not use the money. In fact, online marketing does not require high-performance computers, servers, or dedicated optical fibers. Instead of investing money in equipment, it should be invested in two aspects: first, the salary of project team members, and second, the cost of online advertising. Input.
The fact that the just-concluded 2014 Beijing auto parts exhibition was deserted also confirmed this view. Walking into the vast pavilion, you can see the empty exhibition stand, the cold and clear buyers negotiations area and listless exhibitors. A private business owner frankly stated: "There is little understanding of online marketing for parts and components. Now, the days of physical stores are not good enough and they can be saved." He expressed doubts about the effect of building a website with thousands of dollars on product promotion.
In addition, the reporter also found in the interview a problem that can not be ignored: At present, the online auto parts, such as wipers, light bulbs, car brake pads, spark plugs, etc., compared with the car 4S shop, cheaper prices. Not only that, the pictures are also beautifully made. However, the facts prove that its quality is difficult to guarantee, mostly imitation products or deputy factory parts, which brings hidden dangers to traffic safety.
A 4S shop staff told the reporter that the accessories of the 4S shop were used for a long time and the quality was guaranteed. If problems occur after installation, the 4S shop can provide post-maintenance work. However, parts and components purchased online are mixed and it is difficult to obtain compensation if there is a problem with the vehicle after installation.
"E" of management to make Valeo out of the woods <br> <br> with Chinese parts manufacturers are still lingering doubts in stark contrast, multinational companies in developed countries have started 10 years ago in "E" of management And marketing.
Valeo is the largest auto parts manufacturer in France and is dedicated to the design, development, production and sales of automotive parts, systems and modules. The company's business involves the original supporting business and after-sales business. It is the world's leading supplier of automotive parts and components and provides supporting facilities for all the major automobile manufacturers in the world.
However, the company's development has not been easy. In 2001, Valeo lost $160 million, and the company faced a huge financial crisis.
At that time, the CGIP Group, which controlled Valeo's life and death, immediately replaced the company's senior management personnel and used new ones.
The new leaders strongly advocated the company's networked operation system and established a preliminary network marketing system, especially a scheme called “e@si†program, which concerns the various services provided by Valeo, which accounted for the company’s With 30% of the total merchandise, its annual transaction volume can reach 6 billion U.S. dollars. This measure has significantly improved the company's marketing business. At the same time, it will introduce Valeo into a new era of e-commerce.
The development of the company also confirms that the use and popularization of the network has enabled all relevant departments of Valeo to step into the path of mutual support and healthy competition. For example, in the company's more than 30 production lines, when a certain production line gets a technological breakthrough or progress, its relevant information materials can be immediately transmitted to various departments through the network. For another example, the error ratio of the automotive cooling system cannot exceed 3.5%. The parts requirements for the safety brake system are even better. To achieve this accuracy, the company must maintain close communication with the car manufacturers, and the network must remain And extending this kind of information exchange channel is the quickest, safest and most effective way.
At the same time, competition in the global automotive industry has further intensified, and the demand for cooperation between auto parts manufacturers to communicate with customers through network information platforms has become stronger. Valeo increased its investment and expanded the company's network operation space. Through the network, the company can maintain close contact with its branch offices and engineers located in Europe, the United States, Japan and other Asian countries, and keep abreast of the world’s automakers. Latest News.
In the end, Valeo turned losses into profits through its networked operations.
Open up the market into a new online mode <br> <br> With the increase in car sales, auto parts manufacturing companies are also increasing. China's auto parts market has gradually become saturated, opening up a new online market has gradually become a new model for the development of auto parts manufacturers.
According to Lu Zhiguang, the emergence of an e-commerce platform will be an opportunity for auto parts to open up vast markets and increase offline sales. On the one hand, auto parts manufacturing companies can obtain more professional and timely industry information through the e-commerce platform and break through the offline market to develop customers. On the other hand, consumers can use the portal to compare and screen products and drive sales.
Lu Zhiguang believes that in the future, the demand for auto parts in China will still increase, and competition in the industry will also become fierce. Auto parts manufacturers should improve the quality of their products while using the advantages of the Internet to quickly connect with customers and let customers understand the company. , improve company visibility.
At present, China's e-commerce is developing toward the direction of the mobile Internet, prompting auto parts manufacturers to pay more attention to the development of the online market, to explore more sources of supply and gain stronger competitiveness.
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