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"According to figures from the Automobile Circulation Association, the total output value of China's auto aftermarket in 2012 was 490 billion yuan, an increase of 27% year-on-year. In my opinion, this figure is a bit underestimated." Talking about China's auto repair The market potential of the industry, Michelle (China) Investment Co., Ltd., head of the replacement channel department of passenger cars and light truck tires, and Liao Chuhang, head of the Chi Jia brand, said that the market growth will exceed expectations.
As the first brand in China's auto aftermarket to launch the franchise concept of auto service franchise, Michelin Chia has been occupying the largest share of this field.
However, China, which has more than 100 million car ownership, is becoming the world's largest auto aftermarket gold rush. Global giants including Bosch and Hankook Tire are all accelerating their deployment in China, and local chain lock repair brands across China. The traditional 4S shop is also actively participating in the distribution of this 500 billion cake.
This cake is still fermenting fast. According to statistics from the China Automobile Dealers Association, the size of China's after-sales market will still maintain a growth rate of around 20%, that is, the output value will increase by 100 billion yuan each year, and it is expected that the output value will reach 800 billion yuan or more after three years.
Under this temptation, expanding channels and competing for customers will become the main theme of the fast car industry. How to protect their own plates has also become a challenge for Michelin who is currently a primal person.
Michelin's "One Thousand Stores Plan"
Michelin Chicha entered China in 2003, and began to promote franchise projects in 2009. As of now, China has more than 850 Chigai stores. In 2012, the entire Chijia network made a profit of more than 3 billion yuan.
However, with the increase of entrants, Michelin's expansion challenges have increased significantly. These challenges come from similar fast repair shops, but also from China's regional consumer demand.
The first is the continuous refinement of the after-sales market, resulting in more subdivision of fast-repair shops. Taking the automobile maintenance industry as an example, the data shows that the average number of bruises per vehicle per year is more than 3 times, and the market turnover of micro-trauma repair on the surface of automobiles is as high as 55 billion yuan, and it is growing rapidly at a rate of 20% per year. Form a huge market segment.
At present, the fast-repair market has formed a number of market segments such as sheet metal spray-painted quick-repair shops, tire repairs and tire repair shops, oil-based fast repairs, and glass damage repairs, which not only robbed the auto makers in this area. The opportunity to share, while also stimulating these professional brands to get involved in more service areas.
In addition, in the third, fourth and fifth tier cities where Michelin is eager to explore, prices are still the chief criterion for consumer choice in terms of car maintenance and consumption. For most car owners in these cities, local maintenance of chain stores is more attractive in terms of painting, car washing, beauty, etc., and parts maintenance tends to go to local auto parts cities or roadside auto repair shops. .
To this end, Liao Qihang said that it will continue to strengthen its competitiveness in terms of product supply, personnel training, and standardized operational procedures. Since the end of 2011, Chijia has gradually established the Michelin Central Purchasing Platform as a standardized chain retail configuration. The platform not only guarantees the unity of product quality, but also can help reduce the purchase cost of each store. "Compared with other industries, the post-car market is very difficult to do chain operations. You never know if the next car to come in is Buick or China." Liao Shihang said frankly that in the current expansion phase, Chiga has encountered a similar situation. The problem. Therefore, Chi Chi established the largest training center in Asia last year in Shanghai. The purpose is very clear, that is, to make the professional skills of the technicians even higher than the level of 4S stores.
However, the most important strategy for maintaining the grid is still to accelerate the pace of network deployment, especially for the development of third, fourth and fifth-tier cities. “Our initial planning will still use five years to double the number of existing outlets. For the layout, it is now very clear that the trend is to increase investment in the third, fourth and fifth tier cities. Market growth in these cities is far behind. It is far faster than the first and second-tier cities.†The idea of ​​Liaochuhang is that Michelin must seize the opportunity that these cities currently lack a well-known automobile chain service brand to speed up the layout.
500 billion cake
For auto operators, the slowdown in the vehicle sales market does not mean the loss of opportunities in the entire industry chain, especially in a huge market with a holding of more than 100 million vehicles. "If the economic downturn, vehicle maintenance may be dragged from 6,000 kilometers to 7000 kilometers, but overall, the degree of external intervention in the automotive maintenance industry is not high, the potential of the market is very large." Liaochuhang said.
According to the experience of developed countries, a fully mature international automotive market, automobile sales profit accounted for about 20% of total profits, supply profits accounted for about 20%, and the remaining 60% of profits were generated in the service sector.
At present, China's auto aftermarket has formed three major business models. The most familiar one is the 4S store, followed by the Auto Parts City or roadside maintenance stores, and there is a specialized automotive aftermarket chain service brand, also known as “ One-stop car service chain stores, that is, service shops.
Compared with the other two forms, the biggest advantage of the brand fast repair shop is convenience, and its coverage area is closer to the owner's life circle. According to Gasgoo.com, according to the age of the vehicles, 40% of the 4 to 8 years models will select 4S stores, and the other 50% will choose to repair the parts at the fast repair shop or select parts for the auto parts city. 9 years For the above models, 70% of the owners will choose the fast repair shop or the roadside maintenance station.
Obviously, with the increase in the number of vehicles owned by Chinese owners and the increase in post-sales pressure of traditional 4S stores, quick repair will become the main choice for after-sale maintenance. From the perspective of industry, the potential of Quick Repair Shops to become the “protagonist of car after-sales service†in China has not been noticed in the past two years.
As early as in 2004, foreign investment started to enter the climax of China's automobile rapid repair industry. However, by 2009, it was marked by the collective closure of nine fast-repaired brand Jupiter of Shanghai in Shanghai. The first round of betting in the industry announced a failure. Jetway is the largest chain fast-selling brand in North America.
In China, more than just Shell, due to the dissatisfaction of overseas models, foreign giants such as Honeywell and Hankook Tire, which have entered China in succession, have announced their divestment and closure of stores in the same year.
However, the blowout of the Chinese auto market in 2009 quickly prompted these multinational giants to make a comeback. Michelin introduced Chijia franchise stores this year and began localized exploration. The franchise has expanded to more than 850 stores so far.
Hankook Tire, which is also a tire company, introduced its one-stop chain service center vehicle T-station brand to China in 2007. Although it experienced a downturn in closing stores in 2009, it is expected that by 2011, Che Yichi At the speed of opening an average of 4 new stores per month, it once again laid out the Chinese market and provided strong support for TireTown Jiechi, a high-end tire store.
As a strong opponent of Michelin, the Bosch Automotive Service Network, one of the world's largest independent automotive repair and maintenance service networks, currently has nearly 1,300 Bosch auto repair stations in China, which exceeds the number of Mercedes-Benz. By the end of 2015, Bosch will open more than 2,000 Bosch auto repair stations in China.
In addition to Michelin and Hantai, currently all major well-known tire brands have also set up corresponding tire repair stations in China. For example, Bixide of the German brand and tires brands such as Pirelli and Goodyear built on the basis of sales channels. At the fast repair station, some vehicle manufacturers such as Toyota and General Motors have also introduced their own after-sale maintenance brands into China.
In contrast, the share of local Chinese brands has always been relatively small, but some of the larger local fast repair shops in China, such as Great Wall Lubricants, Aiyixing, and Yuefu, have also conducted in-depth community intensive distribution in China. .
According to the opinion of China Automobile Dealers Association, the ratio of foreign vehicle manufacturing to after-sales service market share is about 1:1.5. At present, China's auto aftermarket is still far from matching with the development of the entire vehicle market, and its development potential is quite large.
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