On September 18, 2014, the Ministry of Communications and other 10 ministries and commissions jointly issued the “Guiding Opinions on Promoting the Transformation and Upgrade of the Automobile Maintenance Industry to Improve Service Quality†(referred to as “Guiding Opinionsâ€). According to some surveys, 70% of enterprises believe that they are good for industry development. In the following months after the introduction of the "Guidance Opinions", a large number of new projects such as SAIC A Station and Bosch Automobile Association were launched one after another. It is expected that the "big move" in 2015 will definitely be inevitable.
Intensive newcomers such as vehicle manufacturers, parts giants, and foreign business groups are influxed. The traditional industries are integrated online and offline with the Internet and insurance industries. In 2015, the competitive landscape of China's auto parts retail market is expected to be reshaped.
Trend 1: Vehicle companies have rushed to the auto parts market In 2014, the “Guidance Opinions†issued the key areas of parts coding, homogenous parts, standardization, quality inspection, chain operation, e-commerce O2O mode. It is expected that these areas affected by the policy in 2015 will become the breakthrough point for the rapid development of China's auto parts retail market.
Shortly after the introduction of the "Guidance Opinions", SAIC Group took the lead in targeting the after-sales service market and invested 1.4 billion yuan to officially launch the A station. A station is an after-sales service chain enterprise specially launched by SAIC Group for the after-sales service market. It is also the first after-sales service chain enterprise launched by the whole vehicle enterprise in China.
At present, the whole vehicle enterprise does not extend the auto repair service, or make a fuss about the accessories. Guangzhou Automobile Group has established GAC Changhe and Guangzhou Automobile Trading Co., Ltd., and many automakers such as FAW, Dongfeng, Beiqi and Changan are interested in the auto parts retail market.
The profit of selling a set of auto parts may be higher than that of a car. How can a vehicle company not extend to the aftermarket? The aftermarket of automobiles has become an "important position" for vehicle manufacturers to extend the industrial chain and carry out the next step of competition.
Trend 2: Rapid expansion of component giants At present, China's auto parts retail market environment and policies are gradually improving. Michelin, Bosch, Delphi, Valeo, Marelli and other parts giants have expanded their parts retail market in China.
Bosch's auto parts joining model in the United States and other countries is very mature, and in recent years it has begun to turn its attention to the Chinese market. On November 3, 2014, Bosch officially launched the Bosch Automotive Professional Repair Franchise business in China. Bosch provides all-round services and support to Bosch franchise franchisees for accessories and auto repair, ensuring that car users across the country enjoy a uniform high-standard car service. It is reported that in order to better cut into the automotive aftermarket, Bosch has acquired automotive diagnostic and maintenance supplies companies such as Baisbat, Jinde, Shiqin and SPBI in the early years. When the company acquired the SPX automotive service solution business at the end of 2012, Bosch merged the company's business with Bosch Automotive Diagnostics and established a new "Automotive Service Solution" business unit. At present, Bosch has factories specializing in the sale of aftermarket parts in Nanjing, Shenzhen and Taiwan. Among them, the Nanjing plant invested 1.1 billion yuan, which is the largest global investment in the entire Bosch automotive aftermarket. Since its production in 2013, it has produced 100 million spark plugs, 80 million brake pads and 25,000 diagnostic devices. In addition to Beijing and Chengdu stores, in 2015, Bosch will set up Bosch Auto Union stores in Shanghai and Guangzhou. The investment in each directly operated store will be between 3 million and 7 million yuan. According to Mao Limin, president of Greater China, Bosch Automotive Aftermarket, “In the future, Bosch’s franchise stores will supply about 30% of their accessories. It is expected that Bosch will develop more than 1,000 franchise stores in the next three years.â€
Just a few days after the launch of the Bosch Motorsport, Italian component group Marelli also announced that its fast-repair chain brand "Jie Xing Xing" will enter China. The goal is to develop 2,000 franchise stores in 2015 and reach 5,000 by 2016.
Michelin has become China's first auto parts chain to break through 1,000. As of May 2014, Chijia Automobile Service Center has reached 1,000, distributed in 31 provinces and over 230 cities across the country. It is reported that Chijia is a auto parts maintenance brand set up by Michelin for the automobile aftermarket in developing countries. The reason why it can be developed today is to solve some of the development pain points of the Chinese auto aftermarket, such as achieving a win-win situation with various capitals. This provides a successful case for new entrants who plan to work in the automotive aftermarket this year.
Trend 3: Foreign after-sales parts group successively entered December 8, 2014. Alliance (After-sales Auto Parts and Accessories Group) announced the establishment of China Auto Parts Aftermarket Alliance (CAAPA), CAAPA has absorbed five Chinese auto aftermarkets. Distributors with considerable strength and successful operations will join in, and these distributors will jointly become the founding members of CAAPA, responsible for guiding the operation and development of the entire alliance in the Chinese market. Next, the Alliance members will collectively use Auto Value as a common brand and be active in the Chinese auto parts market.
Alliance is the largest independent automotive parts and components dealers group in the North American market, offering a full range of automotive parts and components, including product sourcing, sales and distribution, as well as marketing and IT support. It is reported that there are 5 companies including Shanghai Jiafu E-Commerce Co., Ltd., Jiangsu Kangzhong Investment Co., Ltd., Zhongchi Auto Parts E-Commerce (Shandong) Co., Ltd., Shanghai Shuanglin Auto Sales & Service Co., Ltd. and Green Lead Power (China) Co., Ltd. The founders have a total of more than 150 stores, covering 15 provinces, municipalities and autonomous regions. The alliance was formally established in January 2015 and is headquartered in Shanghai.
According to industry insiders, there are many foreign auto parts aftermarket alliances such as Alliance that intend to enter China. Once these institutions adapt to the Chinese environment and cooperate with domestic traditional auto repair companies, they will actively play their mature chain management advantages. The future will have an impact on the existing competitive landscape of the auto parts market.
Trend 4: E-commerce platform is favored by the capital market At present, China's auto aftermarket is undergoing Internet transformation. It is reported that many companies, such as Carradine, Touhu car network, car ants, Taoqi stall accessories, etc., have entered the automotive aftermarket in the form of the Internet. On October 18th, 2014, SAIC “Car Enjoy†was launched and directly undertook the operation of used car auction business. At present, the car enjoyment platform has set up car service outlets in eight major cities such as Shanghai and Beijing. On October 20, 2014, Kangzhong Auto Parts Chain signed a cooperation agreement with Minsheng E-commerce Co., Ltd., and released the Kangzhong Auto Distributors Platform. It will rely on the network base of more than 100 stores nationwide of Kangzhong Auto Parts Chain, and use the e-commerce platform to reduce customer transaction costs. The two sides export high-quality resources to each other, integrate online and offline, and strive to provide better services to customers. This is considered to be a model for domestic offline chain and e-commerce cooperation in 2015. On November 3, 2014, Taobao teamed up with more than 30,000 auto repair service outlets in more than 200 cities including Beijing and Shanghai to open the O2O project in the automotive aftermarket. On December 8, 2014, Taobao second-hand car trading platform was officially launched. On December 23, 2014, Tencent Lubao teamed up with Castrol and People's Insurance to launch “i Maintenance†to provide free and small maintenance services to eligible car insurance policy owners. At present, car owners in Shanghai, Xiamen and Qingdao can experience it. It is expected that more cities will join in 2015. The deep involvement of future insurance services, the owner of the insurance is expected to enter the "free" maintenance era.
This integrated online and offline O2O business model is favored by the capital market. Since last year, many auto parts such as EasyJet, Che Yi'an, Handcuffs, Feeding Cars, and another car have successfully obtained financing. These companies will all work in 2015, who will die and who will die, we will wait and see.
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