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

What is "Internet Plus"? Since Premier Li Keqiang put forward the "Internet Plus" action plan in the government work report, the term has become very popular. Riding the spring breeze of reform, in the field of auto parts, "Internet + parts" is also gaining momentum. Auto parts companies are actively working to integrate Internet e-commerce channels with traditional channels.

Recently, Michelin Chijia held a media communication meeting on O2O solutions in Shanghai, introducing and launching an integrated solution on how to better integrate online and offline services. In 2014, Bosch launched a professional maintenance franchise business in China - Bosch Auto Alliance, with a complete online and offline solution of "parts + diagnosis + service" to grab the top in the field of auto repair chain. In addition, domestic parts companies are also carrying out similar businesses. In the past two years, Fengshen Tire and Chaoyang Tire have respectively launched the F2C e-commerce model (F2C refers to Fac-tory to Customer, that is, from factory to consumer). In fact, these modes are similar, and they are all led by accessory manufacturers to develop Internet e-commerce channels.

At present, "electric shock awareness" is affecting various auto parts companies. These companies choose different models to expand Internet sales channels according to their own needs, customer groups, and product attributes. Through sorting out, the reporter concluded two modes: one is an e-commerce platform developed by auto parts companies, and some companies create their own brand e-commerce platforms, such as opening their own websites, mobile clients, etc.; Enterprises rely on third-party platforms to open official flagship stores. The other is that dealers use third-party e-commerce platforms to expand online sales channels, and choose different e-commerce platforms to cooperate according to different customer groups. Some use Tmall, JD.com and other comprehensive e-commerce platforms to directly face consumers; Relying on HC, Zhongchi Chefu and other professional auto parts networks or maintenance platforms for maintenance plants.

Conflict with traditional channel suppliers is a common problem

Although companies are actively "electric shock", the e-commerce road of parts companies is still in the early stage of development. Although different e-commerce models have different problems, there are also common problems. It is understood that whether it is enterprise-led or dealer-led, the loss of customer base is caused by the too transparent price of online products. "No matter which model it is, the main conflict is the conflict between Internet channels and existing channels," said Zhang Ming, deputy director of the Marketing Strategy Department of Fengshen Tire Co., Ltd. "Online products are too transparent and will be boycotted by offline." Wan Xinyu, vice president of Shenzhen SEG Navigation Technology Co., Ltd., said that SEG Navigation cooperated with Taobao in 2011. Due to the strong offline channels, online development The business of the company was resisted offline, and finally SEG Navigation withdrew from the Taobao platform.

However, most companies said that at this stage, because online sales cannot compete with offline traditional channels, the impact is not great, but the online model must be a trend in the future. Therefore, various auto parts companies are actively exploring how to better seamlessly connect online and offline services to ensure their own profits. How to solve the conflict between online and offline customer groups? At present, the industry is talking about doing differentiated product sales. The biggest difference between online sales and offline sales is reflected in product prices. So, is the so-called "differentiated sales" different from price? Zhang Ming believes that price is an important aspect, but differentiated sales should start from the source, and develop a new online brand to distinguish it from offline. It is necessary to plan in terms of price, packaging, and overall positioning, but also ensure that both online and offline products can meet consumers' needs for product quality and after-sales service.

The integration of online and offline is the key to the leading mode of accessories enterprises

The reporter learned through interviews that the problems encountered by the enterprise-led model include insufficient offline network coverage, too single products, and failure to effectively integrate online and offline.

At Michelin's media communication meeting, Liao Chuhang, general manager of Michelin Chijia business, introduced that Chijiamu line and offline stores have expanded to 1,100 stores, covering 31 provinces, of which the online and offline integration plan has covered 580 stores. Layout. So when Michelin completes the layout of these 1,100 stores, will it be able to meet the needs of consumers across the country? Industry insiders have given such a view that if the needs of consumers across the country are to be covered, the basic number of offline stores should be 2,000 to 3,000 stores. However, Liao Chuhang also said at the meeting that the number of Michelin Chi plus offline stores will continue to increase. "The main problem of the network platform led by parts companies is that the products are single, and it is impossible for each manufacturer to produce all-encompassing products." said Chen Yujin, director of the marketing department of Yizheng ASIMCO Shuanghuan Piston Ring Co., Ltd. that many products that need to be installed in the later stage, The lack of offline service models has led to the inability to effectively integrate online and offline services.

For the problem of single product, parts companies are actively looking for solutions. For example, Michelin Chijia and Bosch Automobile Association have cooperated with different companies to expand the platform's parts procurement channels. Regarding how to expand the offline service model, some companies have planned to develop urban installation service vehicles to carry out rescue services and door-to-door installation services. According to Zhang Ming, Fengshen will have related plans in the next 3 to 5 years, and consumers can enjoy the above services through the mobile APP. "The door-to-door service can be provided by regional sales representatives and distributors, or directly sent by the manufacturer's after-sales personnel." Chen Yujin told reporters.

The dealer-led model needs to integrate accessories products and Internet technology

During the interview, the companies that chose to cooperate with the comprehensive e-commerce platform believed that the parts and components were intricate and the database of the comprehensive e-commerce platform was not well established, so that the model of the parts could not be matched with the model, and the product information and network technology could not be effectively integrated. Although the selection and professional auto parts network or maintenance network have relatively advantages in the database, the platform does not have a strict review system for the qualifications of the merchants, resulting in uneven quality of parts and a lack of brand awareness. "The online store established by the dealer can realize variety diversification, serialization or modularization, but the dealer cannot solve the defect of no brand, and the product service still needs to seek help from the accessories manufacturer." Chen Yujin said that many third-party network platform technicians Without understanding the technical characteristics and parameters of the subdivision industry, the designed network framework cannot reflect the true characteristics of the accessories products, so enterprises should choose a relatively professional auto distributor platform for cooperation.

The reporter learned that some of the more excellent professional auto parts websites have done a good job in the integration of technology and products, and the qualification review of settled merchants, which is worth learning from the comprehensive platform. If the parts are sold to offline member repair shops, the offline member repair shops will form a maintenance alliance, and the second type of repair shops in the alliance will be developed into community maintenance chains, and the third type of repair shops will be formed into repair chains. , unified brand and effective management will help solve the current situation of fake, chaotic, scattered and poor in China's auto aftermarket." Zhang Houqi, CEO of Zhongchi Chefu, said.

Knowledge link:

A variety of auto parts e-commerce models

1. Parts companies lead the establishment of their own brand e-commerce platforms, websites and mobile clients.

Bosch Auto Union: Bosch Auto Union is a franchise business of Bosch auto maintenance launched by Bosch in China. It provides consumers with auto repair services with a standardized "parts + diagnosis + service" solution. By the end of 2014, it has developed 50 franchise stores and plans to reach 1,000 in the next three years. Bosch Auto Link can currently provide consumers with one-stop professional automotive services, including electronic/electrical, inspection/maintenance, diagnostic systems, transmission repair, gasoline vehicle service, engine management, brake system, general machine repair, tire/suspension and other Technical Services.

Michelin Chi Plus: Michelin Chi Plus is a global automotive after-sales service brand launched by the Michelin Group in 2002. As of the end of February 2014, Chijia network has nearly 1,000 stores, Michelin Chijia can provide consumers with six categories of services and related products, including tires, oil, brakes, lights, wipers, batteries and other related services. At present, the main partners are well-known brands such as Total, Castrol, Shell, Bosch and TRW.

2. Parts dealers lead the expansion of online sales channels with the help of third-party e-commerce platforms. This category is divided into four e-commerce models: mall-type e-commerce, C2B user customization, B2C+O2O model, B2B2C+O2O model.

Mall-type e-commerce: Mall-type e-commerce is mainly based on Taobao, Tmall, JD.com, and Amazon, including after-market accessories products sold by the e-commerce platform itself and third-party merchants, including many parts companies and distributors Flagship stores opened, regional dealers and third-party merchants specializing in accessories for a certain model. Mall-type e-commerce mainly deals in maintenance accessories, repair accessories and car maintenance products.

C2B user customization category: C2B user customization category is based on user customized after-market services. Generally, consumers put forward service requirements on the platform, and suppliers and distributors provide corresponding accessories and services according to consumer orders. This model requires consumers to have good vehicle or maintenance knowledge, and be familiar with auto parts products and related knowledge.

B2B+O2O model: The B2B+O2O model adopts the method of "online sales, offline service". The main business of this type of model is mainly positioned in the car maintenance service whose service frequency is second only to the car wash business in the automotive aftermarket, and there is no good breakthrough in the sales and maintenance of auto parts.

B2B2C+O2O mode: B2B2C+O2O mode is a deeper integration of parts sales and services. This e-commerce model provides users with integrated parts and services. The feature of this model is that e-commerce products are only sold to offline service providers. At present, this model is also focused on maintenance services, with very little spare parts sales and installation and maintenance.