Great Wall Motor established an auto repair company, and the after-vehicle maintenance market in Sichuan and Chongqing is going to come to the "big tiger"?

In a previous tweet, Xiaobian once mentioned the number of stores in the domestic auto aftermarket in 2021, of which the market competition in Sichuan and Chongqing has the greatest market competition pressure. Now, there may be another "big tiger" in this area, and Great Wall Motors has established an auto repair company in the Chongqing area.

In recent years, OEMs have begun to "reduce dimensions" on the aftermarket, in order to be able to contact terminal owners head-on, especially since 2015, the automotive aftermarket has begun to trigger a big wave of chain layout.

After the sales of traditional fuel vehicles and new cars were blocked, the main engine factory also began to pay attention to the expansion of its own channels, and shifted its attention from the traditional 4S system to its own self-controlled offline chain stores, which will be another crisis for many husband and wife stores and self-employed stores?

01

OEMs are well versed in channel interception

First of all, let's talk about the Great Wall Motor, which has founded a company called Great Wall Zhixing Technology in Chongqing, with a registered capital of 520 million yuan, and its business scope includes motor vehicle charging sales; motor vehicle repair and maintenance; second-hand car brokerage. According to shareholder information released by it, the company is wholly owned by Great Wall Motors.

Recalling that a few years ago, the Great Wall official said that after the company will take the online car as the entry point, the follow-up will gradually expand to carpooling, hitchhiking, through efficient collaboration with the vehicle in the field of finance, insurance, second-hand car, open up the industrial chain of the aftermarket, and then expand to various life scenarios of users to build a green, technological and intelligent travel ecology.

The future business positioning is to adopt the shared travel mode of new energy B2C, and provide users with safe, comfortable, intelligent and environmentally friendly travel services through their own drivers, own vehicles, own technologies and their own platforms. Now, the Great Wall has directly built a new subsidiary, obviously in preparation for the subsequent offline layout of maintenance stores.

In fact, it is precisely because there is a 4S dealer system in China, so the demand for offline stores in the self-built market is not too high, but since chexiangjia (SAIC Group background) ate crabs that year, more and more OEMs in China began to lay out offline independent aftermarket stores.

The main engine factory began to "find another way", which must have many factors, Xiaobian believes that this is because of the change of the two external environments forced the main engine factory to start seeking a new after-sales service model.

First, Xiaobian mentioned at the beginning of the article that since 2015, domestic new car sales have begun to decline significantly, and the traditional model of the main engine factory-4S system mainly relying on new car sales to make a profit has been impacted, prompting the main engine factory to turn its attention to the aftermarket.

Although each authorized 4S dealer has its own after-sales workshop, it can also undertake certain maintenance services, but there are pain points that cannot be solved by high costs, and more and more car owners flow out of the 4S system, if there is no other automatic control channel to "go to the bottom", then this part of the owner will be absorbed by other third-party repair shops on the market, and the main engine factory is unwilling to see such a situation.

Second, the user's consumption concept is changing, before the Internet has not yet developed at a high speed, the sale of new cars purely rely on offline, after-sales maintenance is either done in 4S stores, or to go to familiar third-party auto repair shops to do. Now that the advantages of the Internet have been magnified, car owners can completely shop around on the network through various word-of-mouth platforms, and OEMs can also use this point to directly "educate" car owners.

To achieve a closed loop, it is through the self-built independent after-sales system, so that you can bypass the intermediate links and directly contact the terminal owner, and carry out faster realization.

02

OEMs accelerate the layout of auto parts supply chains

In recent years, our domestic automotive aftermarket has been saying "repair integration", which is not a paper talk, put to the layout of the main engine factory, some main engine factories are the first to open stores, some are the first to lay the auto parts supply chain.

In China, European maintenance is a good example, it is an independent aftermarket maintenance brand with PSA background, but it is a company that has laid out the auto parts supply chain first. Because everyone knows that even if you have more store layouts and better service quality, there is no perfect spare parts supply chain support, the result is 0.

In addition to PSA, there are also some OEMs that have invested more in the auto parts supply chain, such as Volvo Cars and JD.com officially signed a strategic cooperation agreement, and the two sides will carry out in-depth cooperation in many fields such as national after-sales supply chain warehouse network planning, forecast replenishment, terminal distribution, etc., as well as the cooperation between BMW and SF Logistics, which have attracted widespread attention in the industry.

At present, the traditional distribution mode of auto parts is: spare parts manufacturers - wholesale agents at all levels - auto repair stores - terminal car owners. The channel model with many links and long fronts not only brings huge time costs and financial costs, but also makes it difficult to achieve real-time monitoring and collaborative management. The phenomenon that the strategic planning of upstream enterprises is difficult to implement and emergencies cannot be dealt with in a timely manner seriously affects the operational efficiency.

As a consumable parts supply chain platform, delivery is one of the core demands of maintenance stores to the platform, how to send high-quality accessories to stores at a faster speed depends on the construction of offline service network, which is also the premise of the birth of the central warehouse and the front warehouse.

The front warehouse is not simply to dismantle the large warehouse into a small warehouse and then go to the distribution, that is still a pure e-commerce thinking. To put it another way, the front-loading model is essentially to exchange a smaller storage area for more goods SKUs. In other words, it is the low-cost model of the small store in the front warehouse to make the category breadth and service depth of the large store.

To sum up, whether it is to lay out stores first or build auto parts supply chains first, the ultimate purpose of OEMs is to make money. In the domestic aftermarket, which is oversupplied, whether it is direct operation or franchise, the efficiency improvement of each store will be the most critical link.

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