Automobile parts are the units that make up the whole vehicle and the products that serve the automobile, and they are the parts and accessories that make up the automobile. The following is my collection of papers on the direction of auto parts marketing, I hope you will read them carefully!

[Abstract] This paper analyzes the sources, sales channels and "lemon" problems of auto parts sales in automobile aftermarket, points out the problems existing in auto parts sales in China at present, and puts forward practical solutions to these problems.

[Keywords:] automobile after-sales parts sales

First, the main source of auto parts products

From the point of production source, the products of automobile after-sales accessories mainly include the following categories: pure accessories, accessory factory accessories, accessory factory accessories, imported accessories and general accessories. Pure accessories refer to the accessories produced by the OEM factory supporting the automobile factory and uniformly supplied to 4S shops by the after-sales department of the automobile factory, which are generally printed with the logo of the automobile factory; Accessory factory accessories refer to accessories produced by the main engine factory of the supporting automobile factory and directly supplied to the market (including accessories directly sold to the market and flowing to the market through abnormal sales channels); The accessories on the vehicle are products produced by OEM supporting factories of non-automobile factories (generally fake and shoddy products are mostly); Universal parts are parts (such as engine oil, tires, universal fasteners, etc.). ) produced by OEM supporting factories or other independent parts manufacturers other than this brand.

Second, the sales channels of auto parts

At present, there are four main sales channels for auto after-sales parts: 4S shop, social comprehensive repair shop, auto parts city and roadside repair shop. "4S shop" is a "four in one" automobile sales shop; Comprehensive repair shops are mostly large and medium-sized repair shops, with higher qualifications and better machines and professionals; Auto parts city has many business entities with different levels, including wholesale business, retail business and maintenance business. Roadside repair shops are generally small in scale, with little capital and low technical level, but they also have a place in the after-sales parts market because of their flexibility and convenience.

Third, the analysis of automobile after-sales parts sales

At present, the auto parts market in China is rather chaotic. Some dealers use illegal means to win customers in order to gain a bigger market. The sources of spare parts are also varied, including original spare parts, domestic joint venture products and unlicensed small workshop products. These products look no different on the surface, but the price gap is wide and the quality is uneven, so it is difficult for ordinary consumers to see the mystery.

After-sales parts market can basically be regarded as a "lemon market" in the non-pure parts channels outside the channels of automobile manufacturers and special maintenance stations. Suppose there are two kinds of bumpers commonly used in auto parts city at present: pure accessories and accessory factory (the price of pure accessories is 600 and the price of accessory factory is 300). Merchants who sell products know what kind of parts they are, but consumers don't know what kind of parts they are: consumers have no ability to distinguish between good and bad parts. Therefore, to be on the safe side, consumers are only willing to buy pure parts for 450 yuan. In the next transaction, the merchant may quote the price in 450 yuan, but the consumer will only pay the middle price of 375 yuan with the same judgment, so that after repeated times, the consumer will be willing to buy the product at a price close to that in 300 yuan. In this way, pure high-priced parts can't be sold, and merchants tend to buy sub-factory parts to sell. The consequence is that pure parts and components are withdrawn from the market, and the whole market is full of fake and shoddy parts or the whole market is shrinking.

Four, measures to solve the problem of auto parts sales

Generally speaking, there are several ways to solve the "lemon" problem:

1. Consumers can guess the quality of goods according to their asking price. Because the "lemon" principle tells us that in the environment of asymmetric information, the quality of goods depends on the price, which means that high price means high quality. In the parts market, consumers often judge the source and quality of parts roughly according to the price. Of course, this is often used by unscrupulous merchants to deceive consumers.

2. Market suppliers make and spread signals (send signals) or implement guarantees in transactions. It is the most important and commonly used means, mainly through branding, advertising or providing customers with quality assurance, warranty, return and other methods, so that consumers can distinguish their products from "lemons" in order to believe that their products are of high quality.

3. Intermediary. The intermediary uses his professional knowledge to provide information for the buyer, and through him, he "matches the bridge" between the buyer and the seller. The income of an intermediary depends on the quality of the information he provides. Because in the ordinary consumer market, the single transaction volume of parts and components is not large, so the intermediary method has not been fully developed.

4. Establish independent quality supervision and certification institutions or associations to help consumers identify inferior products. In the spare parts market, Auto Parts City often conducts irregular supervision and inspection with industry and commerce, consumer associations and other institutions.

5. Reputation solution, that is, let the manufacturers who provide high-quality products get excess profits-"reputation rent", thus forming an effective incentive mechanism. Once a manufacturer has a problem with its reputation, it will definitely lose its benefits, which makes its reputation a real signal.

6. In other aspects, consumers change their adverse selection status by searching information themselves, such as visiting, investigating and searching. Or consumers only deal with relatives and friends.

Although the operation of fake and inferior parts may bring some excess profits to some businesses in a short time, in the long run, the emergence of lemon market will reduce the efficiency or income of the whole market. The "genuine products" of auto parts city and other channels are the accessories of supporting factories with the same stable quality, while the fake and shoddy accessories are the "lemon products" in this market. In these accessory channels outside 4S stores, the key point of control should be to expel counterfeit and shoddy products. For channels other than pure ones, as akerlof, the founder of "Lemon Market Theory", thinks, economic entities have a strong motivation to offset the adverse effects of information about market efficiency. As long as Qi Xin, the economic subject, works together to reduce the environment created by the "lemon market" and finds some cheap and reliable methods to convey the real value of commodities, the "lemon market" can be avoided to some extent.

Verb (abbreviation of verb) abstract

To sum up, whether it is a pure accessory channel or a non-pure accessory channel market, its core is to meet consumers' demands in terms of consumption demand, convenience, cost and communication. Otherwise, whether it is the original accessories of the pure accessories channel or various accessories of other channels, it can't meet the final demand of consumers. Therefore, it is necessary to strengthen market management, strictly control quality and standardize market prices in the automobile after-service market, and further improve the sales of parts and components in the automobile after-service market.

References:

Deng Yahong, Qi Lei. Research on Automotive Aftermarket Architecture [J]. China Manufacturing Informatization, 2007, (12), 74 ~ 75.

[2] Yao Liping. Solutions to sales channel conflicts of auto parts [J]. Auto Parts, 2007, (23), 14 ~ 17

[3] Zhang Boshun. Automobile after-sales service will become the darling of the market [J]. Automotive Industry Research, 2006, (2), 33 ~ 36

[4] Jiang Jun. Characteristics of the world auto parts market and the development trend of China [J]. Economic Horizon, 2004, (7), 12 ~ 14

[5] Meng Wen: On the standardization and management of auto parts market [J]. Communication Science and Technology Heilongjiang, 2006, (12), 85 ~ 87.

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