BMW's alternative expansion from the bottom up test water brand accessories direct

In mid-September, BMW's first 4S accessories store opened in Guangzhou. So far, this is only a case of BMW authorized dealers. Perhaps in a very long period of time, this sales model is also difficult to become the protagonist of 4S in the entire vehicle, parts maintenance sales model. However, it cannot be denied that the exploration of the marketing model from the first-line dealers has opened up the tip of the iceberg for the various possible models for BMW's future development in China.

Stable Second Battlefield <br><br> Leading Role——Guangdong Yuebao is an authorized dealer of German BMW Group and BMW Brilliance Automotive Co., Ltd. in Guangzhou, established in June 2003, specializing in providing BMW car sales and after-sales Repair 4S service.

"If it is BMW's direct-operated store, it will surely impact on the traditional 4S store, because customers can go to a direct-run store to buy parts instead of the 4S store. This breaks the traditional BMW 4S store model and there is currently no A brand has done so.” When hearing the news of the opening of the first BMW 4S accessories store in South China, which is being built by BMW authorized dealer Guangdong Yuebao, a BMW dealer in southern China will doubt the news. His first sense is that "this is the dealer's own open market."

The response from the BMW Brilliance Public Relations Department also corroborates this point. “A lot of people think that BMW investment, BMW management, is actually the dealer's business. The dealership application, BMW approval, and the 4S shop built by the dealers themselves. ."

Also from South China, only 100 kilometers away from the Guangdong dealer Guangdong Yuebao, the above-mentioned BMW dealership in southern China is clearly unaware of this, and it is worth pondering that it was on the opening day of the Yuebao 4S accessories outlet store, BMW China South The relevant senior management of the district did attend related activities. In other words, the business promotion at the dealer level has been recognized by BMW.

"Actually, all of BMW's dealerships had the business of exporting parts, but now the dealer Yuebao took it out alone. Its business object is to face the independent repair shop, repair shop." BMW Brilliance people Explaining its business model, it is believed that the purchase of BMW genuine accessories from legitimate sources is the original intention of BMW's support for the promotion of dealer projects.

The reporter called the Yuebao 4S accessories outlet. The reply was: “The sales price of the direct-store products is not different from that of the 4S shop.” Since September 13th, the market feedback it received from the store was not Clear. Similar prices, accessories can be concentrated display in the store, the direct reason for doing so can only be interpreted as the specification of the spare parts market, BMW authorized dealers to try to operate.

Sun Mou, a salesman who has operated BMW accessories for many years in Beijing, said: “Since we only consider tax points, their price is definitely higher than I.” The person has always insisted that his parts supply is genuine and the purchase channel is BMW, Hong Kong, Malaysia, etc. are located in local spare parts centers.

But in fact, the only legitimate domestic supply channel recognized by BMW is currently mainly from the three major distribution centers in Beijing, Shanghai and Foshan. For other hidden purchase channels, BMW China and BMW Brilliance and its authorized distributors do not undertake corresponding Legal responsibility.

The new profit growth point <br> <br> if simply to regulate market behavior, Guangdong-exploration is not so much the idea is to cater to BMW, as it is likely to look for another profit growth of luxury cars, 4S shop.

“Compared with the investment of tens of millions or even billions of dollars when building a store, the current practice of relying solely on vehicle sales margins and after-sales operations to support 4S stores has already begun to be questioned by distributors.” Head of Forecasting Asia Pacific, LMC Automotive Zeng Zhiling believes that the profit reduction caused by the price reduction of luxury cars began to give dealers the following questions: Can we continue to use the high investment and high returns of the luxury car operating rights in the future?

In fact, this point has been seen from the current US-funded Yanjun Motors, Bao Yixin, and the US consortium that likes capital operation is not optimistic about the profitability of Chinese luxury car sales. Although the employer is well aware of the dealer group in the local market, The importance of the share, but forced by the compression of profits will also do the dispensers.

The exploration from Guangzhou actually pointed out another possibility. "The important result of regulating the market is that parts prices can be stabilized. If BMW's dealers are all united, then the whole profit point can be raised." Said a former general manager of a BMW sales shop in Beijing. The person reminds that such market regulations can in fact be unified with various price systems such as after-sales maintenance. In other words, direct sales of accessories do not end with “shipping”, but can be formulated with the pricing of after-sales services and other prices. Combination punches.

More importantly, the officially authorized “Yuebao” 4S accessories outlets are bound to purchase directly from BMW China or BMW Brilliance in order to ensure the supply channels. If it is an imported car accessory, the result of a big market will undoubtedly be to promote the rapid accumulation of profit in the parts and components market of BMW China; if it is a domestic accessory, both Chinese and foreign investors of BMW Brilliance can also take a share, but the biggest winner is always Foreign capital is not dependent on CKD. BMW can also reasonably and legally ensure the continued growth of profit sources.

In the past, restricting foreign investment was the “Administrative Measures for the Import of Auto Parts That Constitute the Characteristics of Complete Vehicles”; now, it is possible to effectively avoid the “Administrative Measures” in the entire area, and this possible new style of play is still referred to as a “case” by BMW. , but its actual direction can not be underestimated.

An industry source reminded that if the presence of a giant of monopolistic auto parts manufacturing, such as Toyota Tsusho, Hyundai Mobis, etc., represents the direction of foreign investment in the Chinese market, it can be seen from the clues that BMW has revealed. All car companies have their own clear calculations and more stringent layout in the layout of the automotive aftermarket. In the future, these invisible tentacles will continue to strengthen.