“蛋糕”有多大？ How big is this "cake" in the domestic automotive aftermarket ? Almost all insiders can see it, but how to fully taste this cake is still in "exploration mode" to this day. With the advent of the "Capital Winter" in 2016, innovative companies in the entire automotive aftermarket seem to be quiet. 2017 is already halfway. Where should the auto aftermarket go?
In the first half of 2016, the market penetration rate of Internet maintenance channels has reached 7.9%, an increase of 92.7% year-on-year.
This data is shown in the "2016 China Automotive Aftermarket Internet Maintenance Industry White Paper" released by iResearch. With the rapid development of the Internet and mobile Internet and changes in user consumption habits, the market penetration rate of Internet maintenance channels is greatly expanding.
Also in 2016, the Land Rover car ushered in the "Fifth Anniversary Celebration", which adopted high-quality and convenient car-raising methods as a type of life label and affixed it to car-raising activities with both quality and rationality.
Unlike the embarrassment that car companies can see in the sales of new cars, the automotive aftermarket industry seems to be vibrant.
On April 12, 2017, the annual comprehensive analysis of China's auto aftermarket e-commerce market 2017 released by Analysys Think Tank showed that the growth of China's automobile production and sales has gradually slowed in the past decade, and the automobile market has gradually entered from the "incremental era" In the "stock era", the steady increase in car ownership has provided a huge market space for the development of the automotive aftermarket, which has become the main driving force of the automotive industry.
After e-commerce, offline retail is king
The reason why Xiaomi's myth broke down and the miracle of the second blue and green factory rises is because the Internet is truly an environment for efficient growth, but as long as the overall penetration rate is not high enough-e-commerce accounts for less than 20% of China's retail consumer goods— —The growth of an enterprise will inevitably go offline to do some inefficient work that it would not otherwise look at.
Before the e-commerce era, retail innovation was more about innovation in business models and management methods, such as 7-11, Wal-Mart, and Aldi. All of them have reformed the back-end supply chain, optimized the front-end store organization, and presented forms. Improve the level of retail efficiency by improving service levels through operations.
E-commerce is a combination of retail and Internet technologies. Due to the onlineization of retail, from the supply chain to self-employed or platform sellers, to the final payment method and logistics delivery, the organization of the retail industry has been reformed by the Internet. Although the changes in the online part are only the front-end customer acquisition operations and online payment forms, this is already enough to bring about a huge impact.
E-commerce relies on the Internet and mobile Internet to bring the two traffic dividends, which has rapidly increased its share in total social retail. Until last year, online retail transactions exceeded 4 trillion yuan, accounting for 33.2 trillion yuan of total social retail sales in the country12 %.
However, it is clear that although the first wave of e-commerce has created comprehensive platforms such as Ali and JD.com, as well as well-known companies in verticals such as Vipshop, Jumeiyoupin, Dangdang.com, Land Rover, and Honey Bud, but from In terms of the nature of the model, most e-commerce platforms today are not much different from 10 years ago. What is changing is more about the optimization of the experience brought by the improvement of infrastructure such as operations and logistics supply chains.
With the end of the era of traffic dividends, we are seeing more and more rising stars who are working hard to innovate in front-end customer acquisition methods, focusing on a vertical group from Vipshop, Jumei, and Land Rover. Then to Pinduoduo such a mode of mining WeChat social traffic dividends, it seems that innovators are hard to find a better break point in front of e-commerce. Only after the accumulation of technology and data to a certain degree in the artificial intelligence and increasingly data-based e-commerce ecosystem did today's so-called new retail emerge.
In China, Ali and Jingdong have already promoted the storage and application of new technologies in various fields. The most directly affected are the back-end supply chain and logistics links.
In addition to the giants, vertical e-commerce platforms also have their own new technology application methods. Sometimes, because they focus more on a specific group or scene, they can obtain richer data and more accurate user portraits.
According to Analysys Think Tank's "Analytical Comprehensive Analysis of China's Automotive Aftermarket E-commerce Market 2017" report analysis, Land Rover's rear-vehicle service industry chain has formed a sound business layout, and years of development have accumulated a lot of data resources for Land Rover. With the continuous upgrade of big data technology, Land Rover will be driven to deepen the needs of users, further improve the car life services of the owner group, and improve the user experience.
Then take the No. 1 Tiger Rover in the automotive aftermarket as an example. It has the largest car owner consumer group in China (15 million users), with over 2.1 million monthly jobs and over 300,000 daily jobs. And based on its purchase data and browsing behavior, it can extract multi-dimensional user characteristics, and then carry out customized product push.
This seemingly simple method has become a big test in the actual development of the Land Rover. At the beginning of the establishment of the Tiger Tiger Car, in order to obtain the supply of genuine brand tires, the founding team of the Tiger Tiger Car often made purchases in the hands of agents and drove the vans to the installation stores.
At that time, online shoppers were cautious about buying tire products online, and the platform was not launched yet, leading to a small number of orders.
E-commerce consumption in first-tier cities is "lightening" The consumption potential of small and medium cities has exploded
Taking tires as an example, on January 18, 2017, the Tiger Tiger Cars and Tencent Auto, West China Metropolis Daily, Dahe Daily, Beijing Commercial Daily, Huashang Daily, Sanqin Metropolis Daily, Tencent Automobile, Netease Automobile and other nationwide media Released Insights on Chinese Consumers Shopping for Tires Online (2016).
According to the reported data, in 2016, online tire users were mainly distributed in urban agglomerations with Beijing, Shanghai, and Guangzhou as the core. The first-tier cities accounted for 26.1% of the overall users, ranking Shanghai, Beijing, Guangzhou, and Shenzhen in order; the second-tier cities accounted for 35.6% of the total, and the top three cities were: Suzhou, Wuhan, and Hangzhou.
So what is the picture of integrated e-commerce? A few days ago, JD.com and the 21st Century Economic Research Institute released the "2016 China E-Commerce Consumer Behavior Report".
The report shows that China will maintain its leading position in global e-commerce for a long time. With the rise of the post-80s and post-90s generations and the increase in the proportion of the middle class, the consumption power and demand of the Chinese will continue to grow, and will continue to be the largest market for global e-commerce consumption in the future.
It is also expected that as e-commerce consumption continues to sink, while e-commerce consumption in first- and second-tier cities will remain strong in the future, the consumption potential of small and medium-sized cities and towns below the third-tier will usher in an explosion, and small and medium-sized cities will become the focus of layout.
The overall consumption of e-commerce users tends to be healthy and rational, and the quality is getting more and more attention. Therefore, branding and high quality should be the focus of businesses to meet the consumer needs of the middle class.