Anti-monopoly for auto repair parts is about to be introduced: e-commerce in the aftermarket becomes a “venture”

After two rounds of consultation drafts in the game of interests of all parties, according to sources close to the policy development department, the "Administrative Measures for the Public Implementation of Automobile Maintenance Technical Information" formulated by the Ministry of Transport may be officially released in mid-May.

Car repair information has been strictly confidential by car manufacturers, and is only available to authorized dealers and authorized repair shops of the brand. The OEM has thus formed a monopoly on the entire chain from the source of technical information to the supply of repair parts and maintenance.

"In September last year, after the relevant state departments proposed the concept of homogeneous parts (components with the same quality as original parts), the antitrust of automobile maintenance has entered a substantive phase." Wei Tongwei, Secretary General of China Automobile Maintenance Industry Association Japan told reporters.

After the auto OEM is required to disclose maintenance technical information, both the auto repair factory and other 4S shops of the brand may perform repairs on a certain brand of car, and the entire market has entered a comprehensive reshuffle period. 4S stores generally feel tremendous pressure. "The rise of on-site repairs and maintenance will have a certain impact, and we will make corresponding changes." A person in charge of a 4S store in Guangzhou said.

With the promotion of national policies, many funds have identified the aftermarket as a “air vent” on the automotive chain. From parts supply, repair and maintenance to vehicle use, parking, etc., IT and various capitals are combined with each other and quickly deployed. It has become a consensus that "the parts market will change the current chaos in the future through the transparency of e-commerce".

Information disclosure opens up homogeneous parts market

In September last year, the Ministry of Transport issued guidance on the transformation and upgrading of the maintenance industry, and for the first time proposed that OEMs could no longer monopolize the supply of maintenance parts in the aftermarket; they required the release of maintenance technical information, and all new cars will be implemented from January 1 this year.

However, on February 26 of this year, the Ministry of Transport issued the "Administrative Measures for the Public Implementation of Automobile Maintenance Technical Information" (draft for comments), and re-balanced the interests of all parties by soliciting opinions. The consultation draft adjusted the timing of information release. New cars, marketed models, and commercial vehicles were announced in stages to reduce the reshuffle of the parts and maintenance market, which had an impact on automakers and 4S stores.

However, the vertical monopoly of maintenance plants, small-scale enterprises in the production of parts and components and the market, and the high cost of repairing spare parts, continue to "fire." On April 27, the China Insurance Industry Association and the China Automobile Repair Industry Association jointly released the third batch of vehicle zero ratios. The BMW Brilliance 5 Series F18 and Beijing Benz E-Class W212 models have a zero ratio of 650% -660%. Much higher than the 300% standard line of overseas mature auto market.

Many car companies have reduced the zero-to-zero ratio in the antitrust storm, but in fact, because car companies reduce the price of high-priced, durable parts, the majority of the wear and tear of car maintenance and repair are generally not reduced. , Resulting in the actual cost of car maintenance has not been reduced. The above two associations have therefore issued a "Car Consumers 'Commonly Used Parts Burden Index" to evaluate consumers' actual maintenance and repair burdens, and directly address the previous "Yang Fengyin violation" of the OEM.

Relevant national authorities have speeded up the progress of publicizing maintenance technical information. According to people familiar with the matter, the Ministry of Transport may announce the final version in mid-May. "The general direction has not changed, and many details have been adjusted, including the specific announced schedule of each model of the plate, parts trading locations, etc."

This round of anti-monopoly may completely change the current pattern of the automotive aftermarket. "Repair, maintenance, and brand registration measures issued by the state have promoted the rise of e-commerce and other emerging transaction models. The Internet of marketing for the automotive industry is now Has a subversive effect. "Said Pang Qinghua, chairman of the huge auto trade group company.

Auto dealers, small IT companies, and some organizations with parts and maintenance resources are all participating in the tide of the post-market Internet. The China Automobile Repair Industry Association also established a "homogeneous parts" e-commerce platform in Tianjin. "At present, there are 5,600 repair companies in Tianjin, of which 500 have already been piloted." Wei Tongwei said.

"Toukou" will blow for two years?

In this post-market revolution, 4S stores are an awkward role. As a manufacturer's special sales store, the 4S store is not only a vested interest in the monopoly chain, but also a weaker under the power of the manufacturer. The antitrust impact is also large.

"The 4S store mentality is very complicated, and many dealers are passive and unavoidable in the process of promoting e-commerce. However, the consensus is that the trend of e-commerce is inevitable, and even the use of online resources may directly skip the stage of on-site sales." Guangzhou dealer said.

As the head of a large domestic automobile dealer group, Pang Qinghua has laid out various measures to deal with the possible impact on the market. "We dealers must innovate on their own, including on-site maintenance, service, and test drive. I can build a set myself. system."

Pang Qinghua's aftermarket chain layout is full chain, including new car sales, second-hand cars, auto finance, insurance, car leasing, accessories and so on. This is a sample of the transformation of car dealers, using customers accumulated over the years to make layouts on the entire chain.

The other is Baidu, Alibaba, and Tencent (BAT) with strong capital. For example, Alibaba entered from the new car sales platform to the accessories and maintenance platform at the same time. Ali's advantage is that it has big data; the disadvantage is that the chain is subdivided , And Ali wants to get through the whole chain.

Active startups are small startups that generally cut chains and divide them into market segments one by one to specialize. Generally, the start is relatively early, and the initial start was basically completed last year, and venture capital financing has been carried out.

Small startups generally adopt online-offline integration models, such as maintenance and repair platforms. The usual model is a customer gather platform or sales of homogeneous parts. Businesses must be completed through physical repair shops. "Now Internet + projects are riding on the heads of offline physical stores, and the rules of the game are set. Let us go offline to follow your rules. The problem is very big," said a person in charge of a repair shop.

The core combination of online and offline mode is to do a good job in customer service, which poses great challenges to entrepreneurs. "After entering the market, there are many large funds, and it can be said that there is no shortage of money, but there will be a round of adjustments under the entrepreneurial wave. It is expected that there will be a new wave of mergers and acquisitions from the end of this year to the beginning of next year." Zhuo said.