Development of steam distribution companies to fight "protracted warfare"

Auto parts products have become one of the protagonists of e-commerce. In recent years, from the point of view of various online shopping platforms, sales of auto parts products have been increasing year by year, and auto parts products on eBay have grown rapidly, becoming the fourth largest category. The auto parts industry seems to be increasingly favored by e-commerce.

In fact, despite the fact that e-commerce has entered the traditional industry for more than a decade, auto parts companies have not been very good at entering the e-commerce platform. Alibaba. The development of steam distribution companies is not optimistic. It has become a kind of seemingly beautiful mirror in the moon and water flowers.

Can the auto parts industry become the next 3C industry? Will electric power distributors, like the e-commerce invasion of Gome and Suning, have a huge impact on Auto City and 4S stores? The author is both optimistic and pessimistic. Speaking of optimism, I personally think that the profits that steam power distributors can generate will have a high probability of exceeding 3C. It is said that 3C is a very low-margin industry, and it is only a matter of applause. When it comes to pessimism, the threshold of the auto parts and distribution industry may be too high. Owned by a small number of oligopolies, most people can only lose everything.

To put it plainly, auto parts as a special commodity, consumer terminal, even if it is used every day to repair the car's maintenance company, can not accurately describe its consumer demand, because even if the same model, if the year is different, different production areas, are used Accessories will also be different. The biggest problem facing the domestic auto parts industry is that the models and specifications of the same or similar products sold by the manufacturers in the industry are extremely difficult to be unified. Selling accessories online is not a question of how to choose, nor is it a question of who to believe. The essence of the problem is that sometimes people who buy do not know exactly what they want.

If you sell automotive accessories such as car seat cushions, steering wheel covers, and rearview mirror accessories, you have the same attributes as ordinary small commodities sold online, and you have the advantage of competing with traditional auto parts cities, but if you are selling spark plugs, filters, Brake pads are even sub-category parts such as tires, and consumers need to interact with sellers on-site and get continuous maintenance after sale. In addition, at present, China's auto parts purchase decision-making power is at the repair shop rather than the owner, which to a certain extent restricts the development of gas distributors mainly for car owners and retail investors.

Some people say why there are many successful steam distribution companies in Europe and the United States, and they will not succeed in China. In fact, in my opinion, the following are the main reasons: First, the credit and payment environment needs to be further improved. The small and medium-sized websites are not enough to gain the trust of consumers. The second is that existing shopping websites account for more search engines. Advantages, such as wanting to search for a car accessory, may be better in the similar products of Taobao Jingdong and other websites. The biggest competitors are often not from the industry, but are cross-industry coverage. For example, if Jingdong adopts a cross-subsidy approach, the auto parts category will be positioned as an unprofitable category. By attracting customers through this category, and then making money through other categories, a single steam power distributor will be totally unprepared; It means that the third-party logistics market is immature, and the powerful enterprises are all self-built logistics. The small and medium platforms have no competitive advantage in the logistics competition.

In a word, the steam power distributors need to be big and powerful. They must solve the problem of the professionalism of the data and the problems of own brands. In addition to this, the development of the entire steam power distributor needs to establish a full industrial chain on the e-commerce platform to help the upper reaches solve sales, and provide services for the midstream and downstream, so that consumers can realize that the steam distribution company can provide services for the entire industry chain. Carrier. Online and offline must be interactive, and the profitability of the entire project will be greatly enhanced.