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Editor Zhang
In 20 18, the new car market in China experienced negative growth for the first time in 28 years. By the end of 20 19, the market had not recovered.
With the decline of the new car market, the eyes of players in the automotive industry have gradually focused on the automotive aftermarket from 20 18.
At present, the number of cars in China is equivalent to that in the United States. After years of development, there have been four auto parts giants in the American automotive aftermarket, accounting for 30% of the market. The layout of China automobile aftermarket is relatively scattered, and economies of scale have not yet formed. Data show that the number of repair shops per thousand vehicles in China is seven times that in the United States. Compared with the mature front-end market, China's automobile aftermarket is like a "giant baby"-huge and immature.
The Automobile Dealers Chamber of Commerce of the All-China Federation of Industry and Commerce, together with Nielsen, issued the "20 19 China Automobile Aftermarket Industry Research Report", which holds that the automobile aftermarket in China is still in the blue ocean period, and the market competition is in the stage of "competing with each other", with great potential.
By the first half of 20 19, the number of cars in China reached 250 million. According to the data of Deloitte's white paper on the market after 20 19 years, the average car age in China is 4.9 years at present, and it continues to grow with the growth of the incremental market. In 20 18, the automobile aftermarket in China has exceeded 1.29 trillion yuan, and this number is still increasing.
Under the synergistic effect of huge car ownership and aging, the 20 19 automobile aftermarket has entered a period of change: in the huge blue ocean, isolated islands cannot survive, and all families are seeking cooperation; Players are no longer obsessed with online traffic and reshape the ecology under the Tropic of Cancer; After more than 20 years of barbaric growth, automotive aftermarket practitioners have begun to realize the importance of service standardization; At the same time, the second-hand car export policy has once again shared the pressure of the front-end market.
polymerize
After more than 20 years of "barbaric growth", the automobile aftermarket still presents the form of "ant market", with low concentration and obvious opportunities for integration of all links.
The number of cars in China is similar to that in the United States, but the number of dealers and repair shops is much more than that in the United States. Most terminal stores are scattered and complicated, and the operation mode of the aftermarket is mostly hierarchical circulation of agency and distribution, which leads to inefficiency and financial opacity, which restricts the independent development of the aftermarket.
The trend of 20 19 automobile aftermarket agglomeration began to appear, and the integration action continued.
Shanghai Frankfurt auto parts exhibition site/? Official photo courtesy
20 19 On the eve of the opening ceremony of Frankfurt auto parts in February, JD.COM Automobile released a brand-new upgrade strategy of "opening to integration" in 2020. At this event, Qing Yan, head of JD.COM automobile business, emphasized that opening up is the beginning of the development of JD.COM automobile aftermarket, and integration is the goal.
2065438+In July 2009, JD.COM Automobile and Yuchi Tianxia Automobile Service Chain signed a strategic cooperation agreement in JD.COM headquarters. Yuchi Tianxia will open Beijing Auto Club stores in Gansu, Ningxia, Qinghai, Inner Mongolia, Xinjiang and other markets in the form of sole proprietorship or joint venture with third-party auto repair shops. At the same time, relying on the existing store resources and JD.COM supply chain, we will lay out Jingantu series products in the northwest, and build a store cooperation network and a product rapid distribution network.
From 2065438 to March 2009, PSA Group invested in Longxinda, an auto parts chain in China, which was the third time that PSA Group went deep into the automotive aftermarket. Also on 20 19, Shengpai established a joint venture with Master Rabbit, Shell Lubricants reached a strategic cooperation with Aunt's car maintenance, and Auto Superman also established a joint venture with Ningbo Detong. Xiao Ju automobile service brand Xiao Ju automobile maintenance and energy company Chevron signed a strategic cooperation agreement. Zhongkang benefits from Ali's capital and resources.
Compared with the integration among enterprises in the automobile aftermarket, the capital of the 20 19 automobile aftermarket gradually tends to be calm. According to the statistics of Prospective Research Institute, there were 103 financing trends in the automotive aftermarket in 20 18, but the figures in 20 19 were not so impressive.
At the beginning of the year, Aunt got a strategic investment of 30 million yuan from Shi Ye Chemical. Baishun Automobile Maintenance completed the A+ round and the 65 million yuan B round of financing in February and August of 20 19 respectively, and Rongquan Capital led the investment in the B round. Cabin, a car life community, also completed a 5 million yuan angel round financing in September, with Tiantu Capital as the investor. B2B platform for auto parts is launched. In June of that year, 80 million US dollars (about 565 million RMB) C 1 round of financing was completed, with Sequoia Capital China and Source Capital as the lead investors.
In the past 20 19 years, all players in the automotive aftermarket have stopped sticking to isolated islands and started to seek aggregation. Powerful Internet giants, such as JD.COM and Ali, enter the post-market chain with the attitude of empowerment and integration. In the automotive aftermarket, the automotive maintenance industry is mostly aggregated through the establishment of joint ventures or cooperation strategies. After 20 19, the market financing action has decreased, and the funds have a tendency to reduce fever. To some extent, it can be said that the post-market is converging, there will be "giants" in the future, and marginal enterprises will face elimination.
Remodeling offline ecology
In the automotive aftermarket of 20 19, many enterprises are no longer just obsessed with online traffic, but begin to choose to reshape the offline ecology.
After a lot of model innovation attempts, players and capital in the post-market began to return to rationality. In essence, automobile aftermarket service cannot be separated from "factory, goods and people". Whether it is auto parts or maintenance, "people" is essential to provide "service", which also determines that it is not advisable to rely solely on online traffic in the automotive aftermarket.
Therefore, reshaping the offline ecology is also returning to the commercial essence of the automotive aftermarket to some extent.
Zhang, chairman of Jianguan Auto Parts, said that on the basis of 65,438+0,000 stores, another 2,000 stores will be opened by 2020. At present, there are 70 stores operating aunt car maintenance. Bai Wenguo, co-founder of Aunt Car Maintenance, said that the number of stores should reach 1000+ within three years. Autosuperman will have 1050 chain stores in 20 19. According to its plan, 5,000 retail stores will be added in three years.
It can be seen that the trend of offline expansion will continue from 20 19. Bai Wenguo, co-founder of Aunt Car Maintenance, said, "Offline scale can show a firm foothold in the automotive aftermarket." Spoke the voice of every family.
The aftermarket is a blue ocean, and the dark tide is surging. Without a certain scale, it is difficult to make waves in the market.
Offline expansion is only a part of offline ecology. After the scale is formed, the establishment of standardization has become a matter for players in the automotive aftermarket. At present, there is no strict and standardized service system in the automotive aftermarket, and there are huge differences among individuals, which is widely criticized. In 20 19, the automobile aftermarket is also trying to get rid of the label of "chaos".
The automotive aftermarket itself is a combination of retail and service industries, and the subversion of offline commerce by new and old players is also inseparable from standardized products and services.
Zhang, deputy director and secretary-general of the Automobile Informatization Working Committee of the Maintenance Industry Association, pointed out that 4S stores are limited by the authorization of a single manufacturer, and it is difficult to achieve after-sales maintenance services of multi-brand clusters, while small workshops cannot achieve the standardization and transparency that consumers need due to resource and technology limitations.
Now the after-sales market, products and processes are opaque, there are many fakes, and the quality of accessories in the market is also mixed, not to mention ensuring the quality of service. The crisis of trust in the automotive after-service market is also the fuse. Industry and regulatory authorities gradually realize the problems brought by the lack of standardization to the post-market.
On March 28th, 20 19, the insurance industry led the gains. Insurance association of china (hereinafter referred to as "the Insurance Association") issued four association standards, namely, Data Collection Specification for Motor Vehicle Insurance Vehicle Networking, Automobile Aftermarket Assembly Specification Part 3: Body Panel, Automobile Aftermarket Assembly Specification Part 4: Vehicle Exterior Mirror and Accessories, and Accident Vehicle Maintenance Man-hour Measurement Specification Part 2: Sheet Metal Man-hour. The four standards focus on expanding the application of insurance technology and improving service quality.
In the automotive aftermarket enterprises, the first thing that touches the pain point is to raise a car with Hu Tu. In 2065438+2008, Hutu and People's Daily maintained cars together and launched the "Automobile Aftermarket Integrity Service Alliance". 2065438+May 2009, Hutu Vehicle Maintenance released the service standard open platform and service standard evaluation system for the first time, including technical construction standardization, service process standardization, management operation standardization and offline supervision and feedback process.
Brutal car maintenance/billion euros. com
20 18 after Ali entered the automotive aftermarket, his actions continued. 2065438+In March 2009, the certification system of Tmall Station was officially released. The system was jointly established by Tmall Station and TUV Nande authoritative certification body, and the automobile maintenance shop was audited from five dimensions according to international standards.
Policies have also begun to promote the maturity of automotive aftermarket services. 2065438+In August 2009, the Notice of the General Office of the Ministry of Transport on Implementing the Regulations on Motor Vehicle Maintenance and Management was officially issued. This regulation is mainly to improve the service level of motor vehicle maintenance and strengthen credit supervision and supervision and inspection.
In the automotive aftermarket, used cars also occupy a lot of market share. However, the irregularity of used cars has become one of the sticking points in the post-market. From 2065438 to March 2009, melon seeds used cars began to take the lead and put forward a "clean mode", trying to realize the transparency of car conditions through measures such as cloud evaluation and introducing third-party data. "Cloud Review" is a cloud detection data analysis platform based on big data and artificial intelligence technology. Appraisers conduct detection data analysis and online vehicle source evaluation with a more efficient and controllable process.
Due to the limitation of the unique "physical space" attribute of the post-market, the tropic of cancer and the formulation of standards are both manifestations of the industry's return to calmness and the most stable route at present. Offline scale helps companies gain a foothold on the track of the automotive aftermarket. On the basis of a firm foothold, intensive cultivation and focus on service standardization are conducive to running further on the track.
extinguish
Used cars are also an important part of the automotive aftermarket. At present, the domestic new car market is under great pressure, and a virtuous circle of the industry is urgently needed to revitalize the used car market. Used car export industry has opened a window for the industry.
Prior to this, China's second-hand car export business was basically zero for a long time. Japanese exports about 6.5438+0.3 million used cars every year, accounting for about 25% of the total used car transactions in China. According to the statistics of china automobile dealers association, in 20 18, the national second-hand car transaction volume was13.82 million. If Japanese data is taken as a reference, the export of used cars will become a huge market opportunity, which will help stimulate the new car market.
In April of 20 19 and June of 20 10, the Ministry of Commerce and other three departments respectively issued the Notice on Supporting the Export of Used Cars in Areas with Mature Conditions and the Notice on Accelerating the Export of Used Cars to promote the export of used cars in China from the policy level.
2065438+July 2009, some enterprises began to test the export business of used cars. On July 8 of that year, Xinyou completed the first export business of used cars in China, and a batch of used export cars prepared the final packing and transportation procedures in Xi 'an Port Area and sent them to Warsaw.
At the end of July of that year, Hyundai First Choice Second-hand Car Management Co., Ltd. held a launching ceremony for second-hand car export at Shunyi Base in Beijing. Subsequently, Changhaoche Automobile Import and Export Co., Ltd., a wholly-owned subsidiary of Great Wall Motor, completed the first export business of used cars, and the first batch of exported used cars will be sent to Cambodia, Nigeria, Ghana and other Asian and African countries.
It is not difficult to see from the responses of car companies and used car e-commerce companies that there are indeed market opportunities for used car exports. For independent brands, the export of used cars is another way to digest inventory; For multinational car companies, the pressure is less, and there are already overseas bases and channels, so the export of used cars does not require a lot of extra investment; For second-hand car e-commerce, it can also attract capital overweight.
The export of used cars needs enthusiasm, but it also needs to be calm.
Since the export destination is mainly developing countries, price is the most critical competitiveness of the local used car market. Japan has many years of experience in exporting used cars, and used cars have formed the image of "durable and low price". Whether China's second-hand cars can break the advantage of Japanese second-hand cars "deeply rooted in people's hearts" still needs to draw a question mark.
Another challenge we have to face is to establish a smooth and developed after-sales system. At present, two methods are to let agents import enough spare parts at their own expense; The other requires exporters to set up their own warehouses overseas. But either way, a lot of capital investment is needed in the early stage.
The trillion-dollar automobile aftermarket is surging in the blue ocean. 20 19 automobile aftermarket presents a new attitude of aggregation, remolding and opening. The fever of capital has brought calm to the post-market, and players gradually bid farewell to the island model and meaningless vicious competition through integration. Rebuilding the ecology means that the post-market gradually returns to the essence of business, which is more in line with the law of business development.
This "giant baby" is growing.
Editor: Zhang
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.