“The new car bought in August 2013 has now ran 59,000 kilometers, this maintenance spare parts cost 442 yuan, labor 40 yuan.†In the evaluation area of ​​a professional maintenance website, the owner jason sunk his 1.5L Roewe 350 to buy through the website. Accessories and materials, the price of repairs and maintenance at the professional service store under the line. According to the owner, his maintenance is mainly to replace oil and filter, engine lubrication system cleaning and air filter replacement.
The information about the accessories and working hours that the reporter learned from the Roewe brand 4S store, if it is replaced and maintained in the 4S store, the owner needs to spend about 800 yuan.
According to the information that the reporter learned, the above difference is not limited to the cost of materials. The hourly fee is also an important part of its composition. Under the online repair shop, the owner only needs 40 yuan to complete the whole process, while in the 4S shop, only the oil is changed. The price of machine filtration and other services will reach about 100 yuan. Because of this, nowadays, more and more consumers are choosing non-4S systems for maintenance and maintenance, and benefit from the previous guidance of the 10 ministries and commissions on promoting the transformation and upgrading of the automobile maintenance industry to improve service quality (hereinafter referred to as "Opinions" The release of the car, the mode of after-sales service is also rapidly diversifying.
The owner expects the car after-sales transparent car to claim that Mr. has recently suffered from "selection difficulty". Just two days ago, his new Fox suffered a shackle in a traffic accident, causing the front bumper to fall and the left door to be deformed. When Mr. Zhang drove the car to the 4S shop for maintenance, the fixed price of the 4S shop was 5,000 yuan, and the owner of the repair shop who had previously repaired the car for Mr. Zhang told him that if he repaired it at his repair shop, the price would be fixed. As low as 3,500 yuan. "Although it is borne by the insurance company, if it is 5,000 yuan, then my premium will be able to rise next year." Mr. Zhang told the "First Financial Daily" reporter, but if it is repaired at the repair shop as usual, he I don't feel relieved. "This time the damage is relatively large. I don't have much trust in the parts and professional standards of the repair shop." In Mr. Zhang's opinion, if there is a part repair and quality service, the chain repair will be completed. Shops, in the maintenance process can achieve information transparency, then it will not be so "tangled" in the process of using the car.
Indeed, at the moment, as the Chinese market becomes the world's largest auto market, while the car is convenient for consumers, its series of problems in after-sales maintenance are becoming annoying things for the car owners from time to time. "At present, the domestic after-sales maintenance system is relatively single, and the unequal after-sales maintenance information and opacity are very serious," said Chen Haisheng, co-founder of AC automotive aftermarket. Because of this, most consumers are willing to use 4S shop as their first choice when choosing maintenance. Of course, through 4S shop maintenance, the relative quality and technical ability of parts are relatively guaranteed, but The price has made many consumers discouraged. The first two batches of automobile zero-to-round ratios released in the relevant departments of the country (the so-called “zero ratio†is the ratio of the sum of the prices of all the spare parts of a certain product to the sales price of the complete goods), including Mercedes-Benz C-Class and Renault Kole The car's zero ratio is not surprising to consumers. The former is 1273%, and the latter is over 700%. However, the price of parts is only the tip of the iceberg. In addition, the owner needs to maintain and maintain the 4S shop. Pay a higher working hour fee.
However, the expensive payment does not mean that the owner can enjoy more complete and trustworthy products and services than chain stores or repair shops. Due to the opaque information, even within the 4S system, shoddy, etc. Behavior still occurs from time to time.
It is also in this context that the diversified PK traditional 4S model is jointly issued by the ten ministries and commissions, which will further standardize the automobile after-sales market, enhance transparency, encourage diversification, and propose a series of safeguard measures such as breaking the monopoly of accessories and establishing a sound maintenance information mechanism. . "In fact, before including social capital, they are all concerned about this field, but because they have not got the 'nodding' or attitude of the policy, they have been on the sidelines." Some insiders told reporters.
When the policy is opened, the diversification model of the automotive after-sales field is rapidly emerging. Not long ago, SAIC Group's 1.4 billion yuan investment in the after-sales service market launched the after-sales service chain "A station" officially unveiled. Similar to the previous on-line including car maintenance and the company, the consumer chooses the services and spare parts to be purchased at the online site of the A station, and then selects the chain of the offline service to make an appointment confirmation time. You can enjoy almost the same service as 4S at a lower cost. Prior to SAIC, tire brands including Michelin, etc., have also cooperated with third-party platforms such as JD.com to combine the online sales of tires and other components with the offline “Chijia Store†service to grab the market cake. Just recently, Bosch, a component and service provider, announced that it will officially open its professional repair shop in China. In the professional store named Bosch Automobile Association by Bosch, the owner can not only enjoy the above-mentioned station A. Representative maintenance services will also be able to enjoy professional services including engine overhaul. In the eyes of the industry, this in a sense means that the emerging brand chain repair shop is officially fighting the traditional 4S shop. "As far as I am concerned, in the previous state, small maintenance may choose to repair the store, engine overhaul and other issues, or will tend to solve in 4S." Mr. Zhang told reporters, however, when he learned such as When a professional brand such as Bosch began to infiltrate into the professional maintenance field, Mr. Zhang said that if the price and service can be guaranteed, a professional brand maintenance organization would be his first choice.
I hope that the cakes from the 4S system are not only the above-mentioned spare parts enterprises, vehicle manufacturers and social capital. The e-commerce giant Alibaba, who just completed the IPO to the US, is not willing to give up the growing fat. . According to statistics from the industry, in 2011, the output value of China's auto aftermarket was about 400 billion, and it is expected to reach 700 billion by 2015. At the beginning of the month, Taobao announced that it would join more than 30,000 auto repair service outlets in more than 200 cities including Beijing and Shanghai to enter the “post-service†market. From the model point of view, Taobao also adopts the mode of online sales and offline service, which is consistent with the mode of the above-mentioned website. According to the director of Taobao Auto Channel, the appointment of accessories purchase and maintenance maintenance is expected. Reduce the cost of car maintenance for consumers by more than 30%.
Who can win?
In the multi-mode state of the automotive after-sales market, the impact of the 4S system has become the industry consensus, and the emerging model who can win is even more of a concern. In the eyes of the industry, Bosch is more focused on the development and expansion of offline chain stores. From the perspective of the future, its revenues may come from the sale of accessories and the joining and management fees of chain stores. The rest of the O2O model, which tends to open up online and offline, will be more closely linked to consumers.
In the short-term, including the above-mentioned A station and car maintenance, it has achieved good performance at present, but at the same time, the challenges it faces are also very obvious. Chen Haisheng told reporters that the biggest problem of the O2O model, or the biggest concern of consumers, is whether the quality of online products can be guaranteed, and whether the offline service can be consistent. “Taking Taobao as an example, its biggest advantage is that it has already guaranteed the flow. At the same time, its existing payment and evaluation system is very mature. Therefore, its commercial efficiency will be relatively high.†Chen Haisheng believes that But the difference is that Taobao as a third-party platform does not have the ability to restrict the price of each merchant, which will lead to the same product, the price gap between A and B merchants, and this difference will be given to consumers. Bringing the increase in the cost of choice, and even causing some consumers who are particularly sensitive to price to switch to offline service stores. "This is also an important reason why Taobao has been surpassed by Jingdong in the fields of 3C and maternal and child supplies." Chen Haisheng told reporters that as a relatively professional field of automobile after-sales, Taobao's traffic advantage may not be able to overcome the remaining vertical electricity. Business platform, but the pressure of drainage costs faced by other e-commerce platforms is also a problem that cannot be underestimated. At the same time, in his view, the car after-sales operation mode is relatively "heavy", in the face of the model, the offline landing is very critical, and landing will involve the cooperation with the repair shop, in this, how The uniformity and standardization of services and the enthusiasm of mobilizing stores are worth considering. "For example, the pricing of offline services for online platforms will be too low for the store to lose the enthusiasm for cooperation, and the advantage of being too high compared with the rest of the chain is not obvious." In Chen Haisheng's view, including the above-mentioned Tourbike and car maintenance At this point, I suffered a big loss and lost a good development opportunity.
However, the diversification of automobile after-sales and the trend of e-commerce have become unstoppable. It is understood that vertical car platforms, including JD.com and Auto House, are brewing into this field.
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