A year’s plan begins in spring. From March 18 to 21, 2010, along with the overall recovery of the global economy and the overall growth of China’s automobile industry chain, the 53rd National Automobile Warranty Testing and Diagnostic Equipment (Spring) The exhibition was grandly held at the National Convention Center in Beijing.
From the data of exhibitors and visitors, we can see that the auto maintenance industry has reached a new level. A total of 789 companies from 35 countries and regions participated in this exhibition, an increase of 23.5% over the same period last year, of which 10.7% were foreign brands. According to statistics from the access control system, the 53rd Automobile Maintenance Exhibition attracted 38,232 professional visitors, including 1,912 overseas visitors from 56 countries and regions. In addition to traditional automobile maintenance and testing equipment and products, maintenance tools are in a separate hall with an area of ??more than 15,000 square meters. A special area for beauty and care has become a new highlight.
After the busy exhibition, we look back and summarize, which is also an inventory of new technologies and new products in the industry in 2010, and an outlook on industry development trends. The prosperous scene of the 2010 spring auto maintenance show indicates the arrival of another sunny day in the auto maintenance and auto repair industry.
1. Launch of new products, leading the development of the industry
Innovation is the soul of an enterprise and the driving force for its rapid development. . If Chinese auto maintenance companies want to gain stronger competitiveness, they must rely on innovation to gain a foothold. Practice has proved that enterprises’ technological innovation and product innovation can not only improve economic benefits and achieve structural optimization, but also help save energy, improve the quality and efficiency of production factors, transform traditional industries, drive industrial structure optimization, and improve labor productivity.
1. Upgrading of diagnostic equipment
Maintenance and diagnostic equipment is always at the forefront of technology. Closely integrated with automobile production technology. Many companies at this exhibition launched new products with novel concepts.
Previously. We need to turn off the power of the diagnostic instrument when converting the test module. Remove the OBD II plug from the vehicle, replace it with a suitable adapter, and then restart the diagnostic tool to start a new test. In response to the above troubles, Snap-on, a 90-year-old manufacturer of professional tools and auto maintenance equipment, debuted the RED BOXTM car diagnostic instrument in the Chinese market and launched a patented smart key to provide users with the most convenient and fast services. . It is different from traditional car diagnostic instruments. When testing different systems on the car, the connectors are replaced in an orderly manner. By simply replacing different smart keys, the diagnosis of each vehicle module can be completed easily, accurately and quickly, and the red box can be called for deep coverage. system information.
The Red Box Auto Diagnostic Tool is a product to be proud of. This product was selected for the "Frost & Sullivan Skilled Worker's Choice" award and ranks first in the United States in the field of automotive diagnostic tools. Whether you are just entering the industry Whether you are a novice or an experienced professional technician, Red Box is the ideal choice. 3G has been highly hyped by the mobile phone industry, and automotive diagnostic equipment has also caught up. Shenzhen Launch Technology Co., Ltd. was at this exhibition. Launched two third-generation automobile fault diagnosis and testing equipment with 3G wireless Internet access, one-click upgrade, one-click search and unlimited value-added services, one is called X-431 3G and the other is called X-431NCP. These two products provide us with more room for imagination in a future where 3G technology is more developed. I think that in the future, functions such as automotive remote diagnosis, remote service, video functions, efficient and simple diagnosis, maintenance data sharing, industry exchanges, and information release will become possible and more realistic.
2. Tools - excellent because they are professional
The maintenance tools in this exhibition are in a unique hall, allowing professional visitors to feel that professional auto repair Tools bring tangible benefits and convenience in maintenance practice. Professional auto repair tools will consider the various restricted working conditions of auto mechanics and help them complete their work well.
Since 2009, China has become the world's largest automobile consumer market, and automobile consumers and auto maintenance industry practitioners have increased demands for maintenance efficiency and quality assurance.
It was against this background that Stanley held a brand launch conference in Beijing and launched the professional auto repair tool brand "RACING". This is also the only professional auto repair and maintenance brand in China so far. It is believed that "Richi" will provide more professional and higher-quality maintenance tools and solutions to the automotive aftermarket.
Traditional tool manufacturers are also seeking to diversify their products. SATA Tools (SATA) is the tool manufacturer with the highest brand awareness and market share in China, and its lifelong service commitment has also been praised by many repair shops. This year, Star Tools launched tire disassembly and assembly equipment to provide more diverse services for the majority of repair shops.
The competition in the tool market is extremely fierce. Many foreign tool manufacturers are optimistic about the potential of China's auto maintenance market and are vying to establish factories in China and promote their products. Italian auto maintenance equipment manufacturer Corghi (part of the Nexion Group) has currently announced its production base in China and new products to be released. It will be designed according to the actual needs of the Chinese market and launch two tire changers - ―Swing arm type and pneumatic tilt-back arm type tire changers are planned to be officially put into production in June this year.
This fierce competition has brought vitality to the auto repair tool market, and will also promote the continuous updating and progress of products, because if you don’t advance, you will retreat.
3. Car care products have become a new competitive market
The beauty care project can be said to be the star of the automotive aftermarket because of its higher profits. No need to invest too much. Therefore, car cleaning agents, lubricants, car washing machines, etc. have become a highlight of this auto maintenance exhibition.
In 2009, the market capacity of the automotive aftermarket exceeded 280 billion yuan. Among them, care products have a share of 3 billion yuan in this cake, and are growing at an average rate of 25% every year. With such temptation, many comprehensive automobile aftermarket service companies have also started to sell maintenance products. The Robinair brand under the SPX automotive service plan has launched a series of machine repair and maintenance products, as well as cleaning agent products for fuel systems, intake and exhaust systems, air conditioning systems, etc., timely joining the competition in the maintenance supplies market, and also providing more solutions for repair shops.
4. Innovation in marketing concepts
Service is centered on customer needs. While the automotive aftermarket promotes product innovation, the service system is also constantly improving. . Experiential marketing is a new marketing method that comes with economic development. Experiential marketing uses the perspective of consumers to experience their purchasing concepts, purchasing procedures, purchasing psychology and purchasing motivation, and helps companies improve service value.
The third-generation software/hardware technology platform launched by Nanning Advantech in 2009 adopts the advanced consumption concept of "consume first, pay later, low threshold, high return", which has refreshed many consumers.
Use this technology platform. Repair shops can consume in an "experiential" manner, activate models according to needs, choose the number of uses, consume first and pay later, achieving maximum profit sharing for customers, merchants and manufacturers, creating an ideal state of maximum win-win. In fact, many maintenance personnel have questions about Nanning Advantech's Key Master and other products, that is, will they have negative effects such as car theft? It is this online consumption model that avoids many problems. First, when the repair shop uses data, it logs in to Advantech's server, and the server records each communication; second, through the system delay (for example, the key data can be written in half a minute, but it takes half a month to complete. ) to prevent negative phenomena from occurring.
Many repair shops use exhibitions to upgrade their equipment, so exhibitions are a good opportunity to promote new products. At this exhibition, we saw the launch of new products in various product categories. Their concepts are advanced and easy to operate, bringing the most surprises to audiences from all over the world.
2. Channel expansion and deepening cooperation with dealers
For an emerging company, the exhibition is to promote its products and attract It is an excellent opportunity to find new customers and potential customers; and for a mature enterprise, it is important to establish a brand image through the exhibition. Increasing product awareness is its main purpose.
A well-known German research institution once conducted a survey on the "Corporate Exhibition Goals" for the world's largest mechanical engineering exhibition. The results showed that 85% of the exhibition goals were to increase corporate visibility, close ties with old customers and get to know each other. 70% are new customers, 63% market share is promoted through exhibitions, 60% are introduced to new products, 58% are improved product awareness, 50% are exchanged information, 50% are discovered about customer needs, and 33% are influenced by customer decisions. Only 29% signed a sales contract.
The improvement of product market share is inseparable from the word "channel". Expand channels and maintain channels. It is also a constant topic at the spring exhibition every year. Many dealers will be held at the same time, establishing and maintaining good relationships with dealers to help auto maintenance companies promote their products with half the effort.
1. How emerging companies can grow their market teams
Every year, new stars emerge in the auto maintenance industry. It is especially important for emerging companies to do a good job in exhibition marketing planning, because companies spend a lot of money on exhibitions every year, but they often overestimate the effects of the exhibition, resulting in an uncoordinated ratio of input and output.
Emerging enterprises are strengthening their market teams, and Shenzhen Sanjieyi Company is a good representative. Sanjieyi focuses on the training and communication with partners. Through the "Sanjieyi Dealer Training Camp", dealers can understand, identify and join Sanjieyi's sales and service network.
Exhibitors with plans and goals will definitely make strategic plans before the exhibition, inform their old customers and expected customers, and tell them what new products they will bring. What new services and continuing services will be provided, and even what gifts will be prepared for customers. With the exhibition plan, the company feels that there is good communication between the management and executive levels. Through the exhibition, customers can experience the products personally and accumulate market resources. Emerging companies will gain a lot.
2. Mature enterprises consolidate their market teams
The marketing methods of mature enterprises are multi-faceted. Establish an elite marketing team, hold dealer meetings, technical seminars and other multi-pronged measures to complete the establishment of the company's image in the industry.
Golden Pentium is praised by the industry as "the main force in popularizing decoders", and its marketing strategy is also constantly updated. In 2010, Golden Gallop will form a five-person "Gold Gallant Commando". These five people are elites in various fields such as the decoder industry, technology, demand, and business management. They will come to your door to explain and provide services. Constantly solving decoder problems also helps maintenance companies get out of management and service dilemmas.
At the same time, Jin Benteng has also seen that as cars go to the countryside, after-sales services need to be continuously followed up. They are working hard to promote the popularization of decoders in the county-level market and provide them with technical support and service needs.
Decoders have become a common consumer tool, and many detection equipment are also facing upgrading. It is the continuous efforts of many mature decoder companies. Let the decoder enter the repair shop and get close to every consumer.
There are many home-grown national enterprises in the automotive aftermarket, as well as many companies that promote imported products, and are constantly exploring localization strategies and methods for foreign products.
This year, Shenzhen Mesilianke Company held its first dealer meeting. At the meeting, combined with the operating model and actual situation of dealer friends, the company’s experience in entrepreneurship, physical health, profit models, and SATA products over the years were Features, SATA product sales methods, experience in employment, development, anti-counterfeiting, etc. were comprehensively analyzed and shared with dealer friends.
Ten years. Shenzhen Mesilianke Industrial Co., Ltd. has successfully opened up a successful development path of high-quality spray gun sales, technical services and market expansion suitable for China's national conditions and characteristics in China's automotive coating equipment industry, establishing a German Sata It is a leader in the spray coating industry in China's original automobile factory and automobile repair and maintenance markets.
3. Establish a benchmark for corporate responsibility in the automotive aftermarket
In a market economy system, profit often becomes dominant. While companies are gaining profits, their sense of responsibility for environmental protection is also gradually being paid attention to. Low-carbon economy cannot be promoted only from the vehicle manufacturing industry. In addition to limiting the displacement of automobile engines and reducing the quality of the entire vehicle, there is also a lot that can be done in the automotive aftermarket.
At the exhibition and its concurrent seminars, many companies promoted the environmental responsibility of the automotive aftermarket through various channels.
At the Automobile Service Industry Summit Forum held during the same period of the exhibition, everyone discussed the role of the automotive supplies industry in the low-carbon economy. Although this role is subtle, the sum is immeasurable. Take automobile thermal insulation film products as an example. Since the film can reduce the opening level of the air conditioner and improve the efficiency of use, for example, each car with Weigu insulation film can reduce carbon dioxide emissions by 132kg per year, which is equivalent to planting 11 trees.
Environmental protection is not just a slogan. Among the products on display, there are many products that promote environmental protection and energy saving. We also really saw the environmental protection steps of enterprises. Paint spraying equipment is related to the comprehensive utilization of energy and the health of spraying personnel. The successive fires in domestic paint rooms have also sounded the alarm to the industry. Faced with this situation, Dachang International Gepu Group launched a water-based paint booth, which can not only complete the baking of water-based paint and ordinary paint, but also optimize the waste filtering device. It provides double insurance for environmental protection and the health of spray technicians.
Another example is the cleaning agent products used in car maintenance. The American BG Company used experiments to prove the huge harm of inferior maintenance products to vehicles. The staff of the repair shop were greatly shocked and said they would not use inferior maintenance products. maintenance products to serve customers.
The automotive aftermarket directly faces the end customers of automobiles. while providing services to them. It is also necessary to guide car owners to form good car usage habits and not to bring unnecessary accessories with the car. When the seasons change, you should also remove the fur mats or cooling mats in time. This will not only shorten the relationship with customers, but also contribute to the sustainable development of the living environment.
Conclusion:
Plant a grain of millet in spring. Harvest thousands of seeds in autumn. The busy 2010 Spring Auto Show, with the grand convening of various seminars, exhibitions, trainings, and exchanges, foreshadows a prosperous year.
The law of natural selection is survival of the fittest. As many companies join the competition in the auto maintenance industry, it will inevitably lead to companies seeking innovation, providing better services, and forming a better auto maintenance market.
With every exhibition, we broaden our horizons and think about new business opportunities and development ideas. As the number of cars increases, the car repair and maintenance equipment industry will develop faster, and the future of the auto maintenance industry will be jointly created by various auto maintenance companies.