Automotive aftermarket e-commerce: fewer accessories and more accessories

The huge cake in the domestic auto market has attracted more and more people's attention. At the same time, e-commerce has quietly penetrated and emerged in this area. As an integration platform for post-market channels and services, e-commerce not only ensures the accuracy and reliability of information, but also has the characteristics of large amounts of information. Distributors and manufacturers publish information on the Internet so that many resources can be saved. The information on the market provides a panoramic view of the Internet, and the amount of information coverage is very broad. Make the whole market full of vitality, trading more convenient.

There are many e-commerce companies involved in the automotive aftermarket. According to incomplete statistics, there are currently three major models for the aftermarket e-commerce.

The first mode is the car-dominated flow platform mode. That is, through the collection of a large number of vehicle owners' traffic on the line, the offline service providers are provided with customers. At present, most of the post-market e-commerce companies have adopted this model. Among them, the four giants, Jingdong, Taobao, Yixun and No.1, have already earned enough money. Only a car supplies, Jingdong Mall sales value of up to one year last year up to 1.3 billion.

In addition to the traditional e-commerce model, entrepreneurial-type diversion platforms, which mainly provide local commercial services, have begun to become active. For example, Shanghai’s car ants and Hangzhou’s younger brothers’ platforms have advantages in local coverage because they gather local auto beauty and maintenance service store resources. Compared with the local public life of Taobao Review and Taobao, ants and car brothers are regarded as vertical car websites. They can provide input VIN codes to match the corresponding auto parts suppliers, and recommend suitable models for consumers. Repair shop service.

The second model is the auto service provider service platform model. That is, provide comprehensive solutions for service providers and provide service providers with marketing, accessories, technology, and management services.

Che Yian and car-free have entered this area earlier. The threshold of this model is relatively high, and it needs a strong component supply system as a guarantee. This is because there are many types of auto parts, and there are usually two or more suppliers for the same manufacturer. Formal supporters are subject to the relevant agreements of the manufacturers and must not supply to unofficial channels. Taking Che Yian as an example, he can provide quality auto parts for beauty quick repair shops, not only with price advantages, but also with traceable sources. At the same time, through the platform's CRM system, it can accurately manage and market old customers. Car Yi'an appeal to the owner is reflected in the after-sale protection. At present, the third-party payment provided by Che Yian, such as consumers are not satisfied with the quality of the products and services of the fast-repair shop, can freeze payments, and some 80 people who are accustomed to use Taobao Alipay are more likely to accept this payment method.

The third model is the car networking platform model. In other words, the service mode of the vehicle, vehicle, and life that is based on the vehicle-mounted equipment, and through the vehicle status information and the use of the Internet, was first proposed by the SAIC Group and is currently used by SAIC Roewe inkaNet and Shanghai-based Onstar. widely. Take inkaNet as an example. Through on-board equipment, vehicle owners are provided with the nearest car and life services during the driving process; Onstar uses the OBD (Onboard Auto Diagnosis System) system to provide vehicle inspection reports and guide owners. Perform related tests and maintenance.

Why do auto maintenance services with e-commerce as the carrier take off? This is related to the chaos in the current automobile aftermarket. First of all, in the traditional service providers represented by the 4S stores, the prices of accessories and services for car maintenance are often astonishingly high. However, in non-4S shops, roadside repair shops also have problems with poor information and counterfeit goods. The market calls for innovative channels and models to provide owners with better after-sale maintenance services.

Due to the reduction of distribution tiers, such e-commerce platforms can save vehicle owners a lot of parts purchase costs, and more crucially, through direct cooperation with auto parts companies, they can provide quality guaranteed genuine accessories for consumers. However, most vehicle owners do not know when to carry out maintenance services on vehicles, let alone maintain their own hands, if the e-commerce platform only provides product purchase services is far from meeting demand.

Car accessories are sold online and there are few accessories, which are related to people’s consumption habits

Recently, the reporter visited several auto parts markets and found that the merchants did not have much concept of “e-commerce”.

Mr. Han, who specializes in car seats, said that the company operates more than 100 kinds of cushions, and has fewer staff. It is too busy to send back and forth, and delivery. How can we sell things online?

Another owner of the main car transmission shaft said that if you buy a piece of clothing online, you can go home to wear it. If the drive shaft is so big, can you install it yourself? Merchants do not feel bad about e-commerce. In fact, they are inextricably linked to people’s spending habits at a deep level.

The auto parts industry rarely sells products through the Internet. Some large auto parts companies, even if they use the Internet, are at the very least product demonstrations and price consultations. The final transaction is completed or offline.

At present, China's auto parts industry is still based on the development of the auto parts city. This model has the advantages of warehousing, logistics, transportation, commodity concentration, and finance, and can give customers the most practical purchasing experience.

People still like to see the products, can pick and take a look and bargain. Online photo shows it hard to get a real sense of trust.

At the same time, product quality issues are also a big limitation. A wide range of auto parts products, quotations, a few cents low, high tens of thousands of dollars, the small can be held in the palm of your hand, big need trailers. If the customer is not satisfied, how to return the goods?

According to statistics from the China Automobile Dealers Association, the domestic automobile aftermarket has reached 490 billion yuan in 2012. It is estimated that in the next few years, the proportion of China's auto after-sales service accounting for the net profit of automobile dealers will gradually increase, and the scale of the after-sales market will still maintain a growth rate of around 20%. By 2015, the domestic auto market will reach 800 billion yuan.

With such a large market size, it is difficult for auto parts companies to stay away from e-commerce alone. Nowadays, many auto parts companies have begun to try e-commerce because "this is the future development trend."

According to industry insiders, the future development of the auto parts industry will reflect the characteristics of “warehouse-style, logistics-type, and electricity-business-style”. The traditional store model will interoperate with the e-commerce model.

Now, the reason why the e-commerce model is difficult to grow is because the industry is mixed and the entire market is not standardized. Because the auto parts market is still in a period of high-speed growth, the stores are in disorder, and have not yet reached a fierce competition period of survival, it is difficult to stabilize the market structure. However, with the development of society, no more than five years, the steam power distributors will form a scale. Although there are many bottlenecks in the development of steam distribution companies, it has its own potential for development, and it will also supplement the store sales model in the future.