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Time of issue:2022-03-22 17:19:21

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Auto parts O2O is not about e-commerce, but big data

2022-02-18 16:16

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Standing on the tuyere of the "Internet", not only the whole vehicle market has introduced Internet thinking, but the automotive aftermarket has also opened the Internet model. The mobile Internet has made China's automotive aftermarket more active. Services such as financial insurance, repair and maintenance, and used cars are favored by investors. Since last year, dozens of aftermarket service companies have received angel investment or Series A financing.

Gao Qunhui, who resigned from the position of general manager of Gome South China Region, began to explore a few years ago to replicate the direct-sale chain model of the home appliance industry to the automotive aftermarket. Financing has been obtained. In March 2014, Zhu Jia, the "Godfather of Investment", provided 10 million yuan in financing for the cluster car treasure, and then added another 12 million yuan after half a year.

In a recent interview with a reporter from China Business News, Gao Qunqun said that at present, Qunqun Chebao has 10 stores, and its business scope covers car beauty, maintenance, repair, modification, car insurance, business agency, roadside assistance and other related services. This year, it plans to add 30 offline stores, and will launch an online platform in April, hoping to truly realize a closed-loop O2O that integrates online and offline.

"Because of the strict cost control offline, the total investment of 10 stores is only 10 million yuan, which is less than the investment of a 4S store. Guangzhou is the largest auto parts distribution center. At present, we have directly purchased from Shell, Bosch, Michelin and other companies, and the procurement cost is lower than that of 4S. The cost of spare parts in the store has been greatly reduced, and our labor cost is also much lower than that of 4S stores. With the help of online and offline integration and the chain scale effect, we only earn 5% compared to the doubled profit margin of the same company to the lowest in the industry." Gao Cluster said.

However, the automotive aftermarket is far more complex than industries such as home appliances. Last year, Cooper, Europe's largest auto parts service provider, sold its only wholly-owned subsidiary in China to a Chinese company, thereby exiting the Chinese market after only three years of operation. Zhang Houqi, chairman and president of Zhongchi E-commerce Co., Ltd., also talked about the bottomless water in the automotive aftermarket. Wal-Mart's catalog may contain 100,000 items, but the number of e-commerce companies that make accessories is tens of millions, which is a massive amount of data. Every link in this needs data. The auto repair shop must accurately find the accessories, involving the model, brand, year, year, displacement, etc., to find the structure of the car, in order to find each part and solve the problem of the auto repair shop. question. Auto parts are not playing e-commerce, playing with big data, playing with supply chain.

Gao Cluster said that the integration of the automotive aftermarket is much more complicated than expected. However, the use of Internet technology will undoubtedly accelerate the standardization and transparency of the automotive aftermarket. Auto parts procurement can be assisted by building an EIP system. Consumers can use OBD (On-Board Diagnostics, Chinese translation as "on-board automatic diagnostic system") to diagnose and follow up on car faults, while the purchase price of parts, maintenance hours, etc. The online platform will be gradually made public, and the competition in the automotive aftermarket will be more intense in the future, but it will also continue to be brighter.

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Previous : The competition among auto parts manufacturers is the ability to innovate

Next : Auto parts uniform code? Imagination Space VS Backbone Reality

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The O2O model of auto parts retailing has a long way to go

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Auto parts vigorously promote "e-commerce"

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