Vehicle sales slow down the domestic and foreign-owned companies in the aftermath of the 100 billion aftermarket

In Bosch's opinion, opening a shop is a small thing and selling a genuine thing is big.

On January 11, 2012, German auto parts giant Bosch opened an official online shop at Taobao Mall to sell Bosch brand wipers, spark plugs and other products. According to reports, the authentic products purchased by consumers in online stores are not only lower in price than similar products sold in the market, but also avoid buying fake goods at maintenance sites or auto parts stores. This move is seen as the beginning of official "counterfeiting" of multinational component companies headed by Bosch to enter the aftermarket.

"The profit of after-sales service is three times that of vehicle sales. It is estimated that by 2012 (the national market scale) will increase to about 490 billion yuan, and the compound annual growth rate will be 26.9%." Yu Yuanjun, Vice Chairman of China Automobile Dealers Association At the launch ceremony of China's auto aftermarket credible brand certification platform. With the slowdown in vehicle sales growth, in order to tap the consumption potential of the aftermarket, some multinational parts companies have begun racking their brains with some local Chinese companies to conduct “dark battles”.

Aftermarket "bad money expels good money"

How much "chaotic" Chinese auto aftermarket is in the end? A survey result is worrying - 56% of Chinese auto users have found counterfeit products on their own vehicles; in the past three years, accidents involving inferior parts accounted for about 13% of the total number of accidents.

According to estimates by Frost & Sullivan Consulting, global sales of counterfeit auto parts are estimated to reach 45 billion U.S. dollars (approximately 307 billion yuan), several times more than the 82 billion yuan in 2008. Among them, the phenomenon of counterfeit products in China is particularly serious.

Geeser.com CEO Chen Wenkai said that the chaotic features of China's auto aftermarket are mainly "bad money drives out good money," and consumer interests are not guaranteed. Cheap and fake products are popular and branded parts are expelled by the market. The products with high quality and good quality cannot be based on the end market. The demand on the end market is met by many companies that produce counterfeit original parts.

For Yuan Zhen, the lack of relevant laws and regulations in the automobile after-sales service market and the monopoly of car manufacturers' parts supply to 4S stores are important reasons for the “unbranded” and “unqualified” aftersales market.

Reconfigure the parts circulation system

In addition to imperfect laws and regulations, the major obstacles to the soundness of China's auto aftermarket market circulation system also point to the current "Automobile Brand Sales Management Measures."

Many auto consumers feel that “regular parts are expensive” when they go to 4S shops to repair vehicles, but trying to buy regular parts outside the 4S shop cannot buy it because the automaker monopolizes the aftermarket of the new car.

Chen Wenkai told reporters that after-sales service profit is three times the vehicle sales profits, these car companies in order to ensure their generous profits, refused to let go of the after-sales market, "counterfeit parts companies value the 4S shop considerable profits, through the manufacture of zero Parts are counterfeited and flow into the market at a lower price, and 'cheap' car consumers will buy it.”

According to Chen Wenkai, 70% to 80% of aftermarket parts and components of American 4S shops are from outside the system. 50%~60% of parts of German 4S shops are from outside the system, and 4S shops in China are basically through manufacturers. Regular parts and components cannot be freely circulated, so the “counterfeiting” phenomenon is serious.

Ye Shengsuo, director of Ipsos Automobile Research, believes that automobile counterfeit parts are related to the parts and components distribution system set by the manufacturers. Some manufacturers determine that the outflow is a formal part, and non-manufacturer channels are out of fake parts, including “three countries. The "piece" is also identified as a counterfeit piece.

The so-called "Three Kingdoms" refers to non-local production of the car enterprise and non-local market production, and the inflow of auto parts produced by a third country. For example, Japan's Toyota auto parts produced by the United States and passed unofficially to the Chinese market. Such auto parts are called "Three Kingdoms" and are not recognized by auto companies and are defined as counterfeit products for automobiles.

“The status of auto parts companies is relatively weak, and they will basically abide by the agreement of the manufacturers. They will not directly flow parts directly into the aftermarket. However, some auto parts companies will do sideline activities and will also do some spare parts to enter the aftermarket. Any logo, such a product is a regular product, but it is also considered counterfeit.” Ye Sheng said.

Ye Sheng pointed out that the flow of these so-called counterfeit parts and components into the after-sales market will affect the interests of manufacturers, and they will crack down on some relatively large domestic distributors.

Yu Yuanzhang believes that the authorized operation in the “Automobile Brand Sales Management Approach” restricts the automobile dealers and monopolizes the automobile aftermarket. Therefore, in the “12th Five-Year Plan” automobile industry planning, the policy level will adjust the automobile circulation industry. .

"Hidden combat" aftermarket

Huge market cakes in China's auto aftermarket have been “tempted” by foreign auto parts giants to break the “contract” with auto OEMs to enter the aftermarket, and accelerate their deployment.

At the end of last year, Bosch Co., Ltd., which deployed the automotive aftermarket, acquired Taiwan’s Yanghong Group. In addition, multinational component companies such as Federal-Mogul and Delphi have also deployed automotive aftermarket. It is understood that 10% of Bosch's business comes from after-sales market business, and 40% of its business is from the aftermarket.

"Supporting automobile automakers is greatly affected by the economic cycle, but the aftermarket is not sensitive to the economic cycle. When the economic environment is in a weak economic cycle, the automotive aftermarket has become more important to the development of the enterprise." Chen Wenkai told reporters .

However, the entry of foreign auto parts giants into the aftermarket will have an impact on local parts and components companies. At present, most of the local parts and components companies are facing the post-sales and post-sale market, and the overall competitiveness of the primary supply market is not strong.

Foreign-funded enterprises now control the market share of key auto parts up to 70%~80%. The competition of local auto parts enterprises is mainly concentrated in non-key parts and components markets. Therefore, lack of core technology accumulation is still the weakness of local auto parts companies. .