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On November 5th, the third "Zhejiang China Private Enterprise Summit" with the theme of "Brand - Leading a New Leap in Private Economy" was held on the beautiful West Lake. At the summit, three high-profile “Top 50 Chinese Branded Enterprises in Competitiveness†and “100 Most Privately-owned Companies with Potential for Brand Competition in China†were launched. Zhejiang Auto Parts City won the “China Commodities†"50 professional market competitiveness," the title.
As the only auto parts specialty market in Zhejiang Auto Parts City which ranks among the top 50 in the competitiveness of China's commodity market, how has it become famous in the professional auto parts market? How is overall competitiveness built? In pursuit of the 15 years of development of Zhejiang Auto Parts City, we found that its fundamental experience is to dare to be the first in the world, to innovate boldly, and to embark on a successful road of making a brand—a big brand—a strong brand.
Make a brand
Mall becomes a civilized unit
Since the establishment of the mall in 1991, it has put forward the business philosophy of “service is productivityâ€, persisted in creating a brand of the mall with good service, and implemented the brand strategy of “three firsts and three postersâ€, namely, Phoenix; first service management; first full river rose after the big river." This "three first three after the" brand strategy, highlights the advantages of services, the rapid expansion of the size of the mall, the volume of turnover in successive years to quadruple the pace of increase, so that the establishment of the mall for three years, the benefits of achieving triple jump. Then, in response to the fierce competition in the professional auto market around the time, the mall put forward the goal of “commercialized operation and managementâ€, and took the lead in implementing quality management in the province’s professional market. On the one hand, it introduced the city’s quality supervision station and consumer complaints center. Establish quality supervision and management stations; on the other hand, pay close attention to standardized management, implement one product and one sign, and verify the operation, attracting the city's industrial and commercial and quality inspection departments to jointly hold the “Professional Market Commodity Quality Management onsite meeting†in the mall, and the popularity of Zhejiang Auto Parts City. The reputation has grown rapidly and the scale has expanded rapidly. By 1998, the number of business households reached nearly 400, and the annual turnover reached 2.1 billion yuan. The mall has been rated as the National Civilization Market and the Spiritual Civilization Unit of Zhejiang Province.
Bigger brands
Mall became the first in East China
In the face of China's entry into the WTO and the increasingly fierce competition in the international and domestic auto parts business, Zhejiang Auto Parts City has begun to expand its brand and further enhance its competitiveness.
In 1999, Zhejiang Auto Parts City implemented a second venture to conduct an overall relocation and started to build a modern second-generation auto parts professional market, implementing three major strategies:
First of all, in terms of hardware construction, with reference to the pattern of professional mobile markets for goods in Europe and the United States, a pattern of harmonious matching of natural landscapes and business buildings was designed, namely, there are green spaces around the area, and a smooth and straight-forward access road, fully equipped facilities. , Such as automatic fire safety systems, electronic shopping guide systems, computer networks to meet the needs of modern business.
The second is to do large-scale, second-generation mall covers an area of ​​more than 100 acres, more than double the original, and is committed to the introduction of auto parts manufacturers direct sales and brand accessories, the total distribution, the general agent. Although the total number of business households has only increased by one-third, the amount of business has doubled.
The third is to implement standardized environment and service management. In the national professional market, it took the lead in developing the Q/HJQ01-2000 Service Standard and ISO9004 Quality System of Zhejiang Auto Parts City in accordance with GB/TI9004·2 National Quality of Service Standards, implementing standardized management and effectively enhancing the brand image of the mall.
The concept of innovation and the spirit of bravery and courage have enabled Zhejiang Auto Parts City to win a high-quality brand image. It has been highly praised by the State Council’s production safety supervision and inspection team and representatives of the national automotive industry e-commerce field work conference. Since 1999, the mall has been rated as an advanced market for quality management in Hangzhou for six consecutive years, and has been ranked as a top 20 key professional market in Zhejiang Province. In 2004, it achieved good results with annual turnover of 4.2 billion yuan.
Strong brand
Build a modern auto parts distribution base
In 2004, Zhejiang Auto Parts City rationally considered the comparative advantage and challenges faced by the professional market in comparison with the international modern logistics industry. It clearly realized that the disorderly competition in the market had been aggravated by the construction of the market, and the traditional business philosophy had limited the With market expansion capability, it was decided to transform Zhejiang Auto Parts City into an agglomeration-type modern auto parts logistics center and implement a mall brand with a mall brand.
First of all, we will improve the AUTO 518 website, accelerate cooperation with finance, commodity prices, industry and commerce, technical supervision, and the China National Automobile Corporation, strengthen technical cooperation on logistics, capital flow, and information flow, and build a truly meaningful auto parts e-commerce website, enabling the realization of the network in the year. The turnover was worth 1.8 billion yuan.
Then, Zhejiang Auto Parts City specially set up a distribution center to provide fast and convenient distribution services for the mall operators. Thanks to the establishment of a distribution center, it not only achieved fast and thoughtful delivery services, but also reduced the circulation costs of the business households, but also effectively changed the face of the original transport operators competing for business. According to incomplete statistics, in 2004, only six months of distribution centers were established, and the amount of spare parts delivered reached more than 2 billion yuan.
At the same time, the mall took advantage of the advantages and reengineering, and actively implemented the brand output. While actively participating in the work of the vice president of the National Automobile Parts & Accessories Merchants Association, it also managed to export to Guangzhou Foshan Auto Parts Market, participated in the market's operation and management, and conducted chain operations with the mall. It has successively established Zhejiang Auto Parts City Chain Market in Qufu, Suzhou, and has adopted market chain, unified management and unified distribution, and achieved good economic and social benefits. In the current sluggish commercial housing lease period, Zhejiang Auto Parts City Chain Suzhou Jiangnan Auto Parts Market Phase I 20,000 square meters of commercial housing sold in only two days, Qufu motor vehicle (accessories) market 50,000 square The rice house will be rented for more than half in only 1 month.
Recently, Zhejiang Auto Parts City is also preparing to build a chain market in Anhui and Jiangxi, to develop the competitiveness of Zhejiang Auto Parts City throughout the country, and to build Zhejiang Auto Parts City into a centralized national auto parts distribution center market.
(Reporter Yang Ming Hangzhou Daily)