Spare Parts Directly Linked to Ice Breaking International Unprecedented

The store's sales staff told reporters that the shop to sell parts and components guaranteed from the original BMW factory, the price is certainly cheaper than the BMW 4S shop accessories, but the specific number depends on the customer to buy the spare parts and delivery quantities. In the shop's website, you can see the discounted prices for the parts marked by the model, and the prices are subject to change. BMW related sources told reporters that the direct-operated stores not only provide consumers with spare parts, but also supply other BMW 4S stores in the region. He also said that the price of direct-operated stores and 4S stores is the same.

Although this news has not attracted the attention of the industry, it has hinted at a sign that, in the situation where channel competition has intensified and profits have declined, manufacturers and distributors have begun to explore more flexible sales models of spare parts and increase various profit sources.

Since the construction of 4S stores in China, new car sales have been the main source of profit for 4S stores. The "2012 China Auto Dealer Risk Status Survey Report" released recently by Deloitte shows that, compared with mature markets, Chinese dealers rely heavily on new car sales, and 92% of their revenue comes from new car sales. In mature markets, new car sales accounted for an average of 55%, used car sales accounted for 32%, and accessories and aftermarket services accounted for 13%. Deloitte suggests that Chinese auto dealers and original equipment manufacturers need to seize opportunities, including the further development of after-sales services, auto finance and insurance, used car sales, etc., to cope with the risks brought about by the slowdown in the market.

A few years ago, domestic 4S stores brewing to expand the after-sales industry chain, due to the existence of policies, laws, manufacturers and other obstacles, dealers in used cars, financial credit, leasing, fast repair chain, spare parts, direct development, etc. slow.

For example, there are dealers suggesting that in a high-end district of a city like Beijing, a single-brand fast repair chain centered around a 4S shop will be established. This kind of shop has a 4S shop carrier as support, which is more secure than the general maintenance shop. “The average customer is not willing to concentrate on repairs. If there is a convenient store, the car will be left here after work and can be repaired the next morning. If there is a big problem, you can drag it to the 4S shop, and the dealer provides A discounted rental car is used."

There are also dealers who imagine that if a 4S shop group has a certain number of brands of 4S shops in a certain area, it can invest in a number of multi-brand fast repair and quick outlets between stores and stores to provide customers with more convenient and convenient services. Through the customer base to support the survival of these outlets, at the same time, these outlets become the platforms that guide customers to replace cars.

Conflicts of interest among vendors make it difficult to implement this idea. Because parts and components are an important source of profit for automobile manufacturers, manufacturers hope that all maintenance will be returned to the 4S shop. At present, the distribution path of parts and components is that the parts manufacturers are assigned to the agents at various levels, the agents are sold to the automobile main engine factories, the main engine factories are sold to dealers, and the dealers sell to the customers. Automobile manufacturers and component manufacturers will not provide formal and stable components for fast-moving networks due to profit considerations. Some dealer groups themselves purchase lubricants or other replacements that create conflicts and contradictions with manufacturers.

However, this consumer demand is a general trend. Direct stores have a positive meaning, such as convenient for consumers to purchase parts, affordable, and help dealers to develop profit sources. According to a survey released by Xinhuaxin, although most vehicle owners believe that 4S stores are of reliable quality, reliable source of accessories, and good professionalism, 91.9% and 70.6% of respondents believe that 4S stores are "expensive" and "work hours fees are too high." . As a result, most respondents stated that they would treat vehicle maintenance issues differently. “As far as safety and other important spare parts are concerned, only 4S stores or original spare parts are purchased; other unimportant spare parts are “where are the cheaper ones to repair and purchase”, leading to 4S. Loss of shop profit.

"50% of the interviewed users would like to separate parts and maintenance. 49.5% of respondents will choose to buy their own parts and then find a place to install. This may become a trend in the future. The longer the car, the more the owner will stay away from the 4S system. Only 26.6% of the respondents said that they have been “repaired and maintained at the 4S shop,” and the remaining owners have left the 4S system after choosing a warranty period,” Xinhua believes.

As a result, more directly-priced parts and accessories outlets seem to be more suitable for consumer demand. However, Luo Lei, deputy secretary-general of the China Automobile Dealers Association, believes that the form of spare parts stores established by dealers 10 years ago has brought a certain amount of benefits to consumers, but also brings differentiated services to dealers. And profit sources, but it is difficult to promote. “Because this directly operated store is authorized by the manufacturer, in the same area, the manufacturer gave this dealership the right to do so, and other dealerships could not get this kind of resource. Parts are highly monopolized by the manufacturers, for example, all manufacturers have specified zero. Parts must be circulated in the 4S store and not allowed to circulate in the market. If there is no national policy breakthrough, the distribution of the individual parts will be difficult to promote due to the restrictions of the manufacturers."

The above-mentioned BMW Parts Direct Store is the model in which the manufacturer supplies spare parts for the directly-operated store, which supplies spare parts to other BMW dealers and consumers. The manufacturers still have the right to control the spare parts.

Some dealers suggested that a combination of interests can be found between OEMs, 4S stores, and parts suppliers. “For example, a new car in the 4S shop will be lost after two years of warranty. The OEM can allow the dealer to attract this piece of the product. It does not violate the policy of the OEM. The car within 300,000 yuan has passed two. The annual warranty period, the owners do not want to buy original accessories to the 4S shop, instead of allowing them to buy shoddy products in the street shop, it is better to retain this part of the customer to do a secondary development."

At present, in EU countries, laws and regulations require that automobile brands publish the standards of parts and components on a regular basis. Different parts and components manufacturers can produce parts and components according to standards, and they can all be circulated in the market and used in this car brand. Compared with the EU, there is obviously a long way to go for the domestic parts and components distribution system.

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