Analysis of Auto Parts "Digital Authentication"

According to a survey, 56% of Chinese auto users have used fake and inferior parts in their vehicles. In the past three years, accidents have accounted for 13% of the total auto accidents. Auto parts companies have been suffering from the lack of a convenient and authentic authentication method to provide users with the ability to curb counterfeiting. Especially well-known brands are deeply disturbed by them. At the same time, the more well-known companies, the more they will face vicious distributors. The chaos caused by the chaos in the market and the need for efficient and easy-to-implement marketing tools that can easily guarantee fairness and impartiality in marketing are issues. Therefore, in order to solve the above problems, a comprehensive and effective solution has become a necessity for many well-known auto parts companies. The emergence and application of "digital identity authentication" solutions have helped some companies solve these problems successfully, and have realized calm management and calm response.

The following takes a German auto parts company of a well-known multinational group as an example to analyze the market value of the “digital identity authentication” solution for the auto parts industry.

The German company has always been known for its innovative and cutting-edge product and system solutions. It has extensively involved in automotive components, control and transmission systems, thermal technology, and security systems. A few years ago, the company's brand awareness in the Chinese market rose rapidly. Its auto parts products were widely used by the majority of car owners in the automotive after-sales market, but many more troublesome issues also followed.

External issues facing the enterprise:

1. A large number of counterfeit products appeared on the market, which seriously eroded the brand image and directly affected the sales of genuine products;

2, for how to identify the authenticity of parts and components, consumers do not have a convenient, fast and effective means;

Enterprise identification also requires delivery or special personnel to the site. It takes a lot of manpower, material resources, and time, and the processing efficiency is too low.

3, corporate fraud costs remain high, but the effect is not obvious;

Internal corporate management issues:

1. Violent stocks in dealers occur from time to time, disrupting the normal order of channel sales;

2. Suspected distributors have malicious shipments, but they cannot find valid evidence of shipments;

When there is a clue, it is even more difficult to monitor and stop it in time;

3, the traditional rebate and other promotional tools have many loopholes, and suffer from the inability to find a fair, fair and convenient information-based promotion.

Combining its own development status and the above-mentioned difficulties, the company finally chose Shanghai Zhongshang Network Co., Ltd., and gradually implemented the anti-counterfeit authentication system, anti-counterfeiting system, and digital membership points management provided by China Merchants within a few years. The system application service realizes the comprehensive digital identity authentication of parts and components.

The anti-counterfeit authentication system is to achieve a management effect that counterfeiters are difficult to imitate, consumers are easy to identify, and companies are well managed and controlled by generating a unique "digital ID card" for each product. Consumers can easily and quickly authenticate the product by making phone calls, sending text messages, or surfing the Internet, thus actively refusing to buy counterfeit products, effectively curb the sale of counterfeit goods, and purify the market;

At the same time, anti-counterfeiting measures have also been established for the information collection and organization of counterfeit work, as the system will provide relevant anti-counterfeiting query statistical reports and corresponding counterfeit inquiries and advisory information in a timely manner so that enterprises can know in time whether the market appears. The counterfeit situation, which areas are mainly concentrated in counterfeit products, which stores sell important clues such as clues, and such information through the traditional model is the need to spend a lot of manpower and material resources to get.

The application of flood prevention system is to associate the shipping logistics information (such as the dealer's name) with the product's "digital ID card." The market regulators in the latter period can check whether the product is a stock by simply using a mobile phone message or the Internet. After the application of this system, it can play a pre-warning role for the dealers, even if there is a gargoyle, it can effectively obtain the basis for dealers to pick up the goods, and effectively correct the stock-taking behavior. After the application of this enterprise, compared with the same period of previous years, the dealer's stock-to-goods ratio has been effectively reduced.

Three years after the application of the anti-counterfeit and anti-cockroach system, the marketing department put forward the hope to effectively grasp the dealer's contact information and understand the dealer's product sales habits, and began to apply the digital membership points system. Dealers are registered as members through the system (which facilitates the collection and management of distributor databases), and they enter the product's “digital ID” and complete the points by scanning, etc., and afterwards, they can select their favorite gifts through the system platform to complete the gift exchange. .