· "Internet +" impact car 4S mode

This year's "Government Work Report" first proposed to develop an "Internet +" action plan to promote the integration of mobile Internet, cloud computing, big data, and the Internet of Things with modern manufacturing.
The deep integration of the Internet and traditional industries is not only conducive to the transformation and upgrading of traditional industries, but also constantly spawns new formats and creates new models. In the fields of travel, car repair, housekeeping, etc., "Internet +" is triggering a wave of innovation, and more and more new formats are emerging. Traditional processing and manufacturing, under the impetus of "Internet +", also explored new manufacturing models and upgraded to the high end of the value chain.
What is the future space for the new format and new model added by "Internet +"? How deep is the impact on traditional manufacturing? What more needs to be overcome to achieve further development? This edition launches a series of reports and explores this.
- Editor's post-market O2O poke in the car owners pain points - more convenient, cheaper, said "no" to some 4S shop "small disease overhaul"
"Original price of 99 yuan, special price of 19 yuan to experience the engine compartment German cleaning ..." Seeing someone in the circle of friends in the sun on the door to maintain the car's video, Beijing's Mr. Yu also through the WeChat public service number to book the door of the Mocha i car service.
One day later, according to the appointment time, a work car appeared next to Mr. Yu’s car. With professional tools, the dust and sludge in the engine compartment are cleaned in just 40 minutes. “The master's work is very detailed, and the process is transparent. The same service is roughly two or three hundred yuan in the 4S shop.” Mr. Yan, who experienced the home maintenance for the first time, was very satisfied.
Unlike Mr. Qi, Mr. Wang has been a bit annoyed recently. His car left the front turn signal malfunction. In order to save time for the 4S shop to send repairs, he searched the Internet for several O2O service providers who have already received the A round of financing. However, it took more than an hour to download the app and consult the online customer service. After comparing them one by one, he was frustrated to find that there was no such thing as a home repair service.
“Either it’s on-site package maintenance, or an appointment to the store to wash the car, or to make an appointment for 4S shop maintenance, or a professional squirt service.” Mr. Wang said that the various car washes, car maintenance and car repairs found on the Internet are dazzling. Many services are indeed cheaper and more convenient than 4S stores, but not enough to really poke his pain points.
Then, in the face of today's 4S shop, chain fast repair shop, roadside repair shop, the car maintenance system, what is the pain point of the car owners?
I believe that people who have seen CCTV's "3·15" party this year must be impressed with the 4S shop "small illness overhaul". In fact, the opaque service, the lack of honesty in the store, the high price, the difficulty of quality, and the time spent are the pain points of consumers in the field of car maintenance and maintenance. Among them, the first four items are related to “information asymmetry”. The "Internet +" based on mobile Internet, big data and cloud computing is to subvert and transform the traditional automobile after-sales service system with long-term closure, information asymmetry and price opacity.
Statistics show that as of the end of 2014, the number of motor vehicles in the country reached 264 million, including 130 million household cars. The industry conservatively estimates that the domestic auto aftermarket, including finance, insurance, maintenance, repair and accessories, automobile culture, motor sports, used cars, car rental industry, has reached 600 billion yuan in annual revenue and will reach 700 billion yuan this year.
In the face of this new blue ocean with huge potential and unlimited business opportunities, O2O startups such as car wash, car maintenance and maintenance have been springing up since last year. According to incomplete statistics, since August 2014, at least a dozen business models such as car maintenance, e-maintenance, and pickpockets have been clearly defined and formed into O2O enterprises of a certain scale, and they have successively obtained angel round or A round financing.
Internetization is not a smooth road - the spare parts franchise system, manufacturers do not cooperate, affecting the new business development "Beijing Yizhuang, a door-to-door car maintenance company, due to the capital chain problem collapse. There are ten gold cup cars ... interested buyers can private letter." Not long ago, a message on Weibo to help friends forwarded the attention of reporters.
An industry insider told reporters that although the entry threshold for O2O entrepreneurial projects in the automotive aftermarket is low, the risk is not small. In view of the fact that the current spare parts franchise system has not yet been broken, the model of attracting customers at low prices at the beginning of the project needs to continue to “burn money”. In addition, the maintenance technician team building and brand promotion require a large amount of industry experience and flow resources, and enterprises that do not receive capital favors. The capital chain is prone to problems.
As one of the earliest online car repair platforms in China, the car network that completed the A round of financing in 2013 has experienced rough times. When it was launched in 2012, there is no O2O concept in China, and the venture capital market is almost a stagnant pool. Zhang Zhengchao, founder and CEO of the car network, which has invested 1 million yuan from his pocket, can only use the "lean way" and "improved ideas" to explore the Internet of after-sales.
“I proposed to be a public comment network for 4S stores.” Zhang Zhengchao said frankly that since there is no ready-made business model at home and abroad, I can only refer to the ideas of other consumer industries such as Ctrip and the public comment network, using time-sharing discounts. Providing benefits to consumers who place orders online, and achieving the peaking and filling of 4S shop passengers.
In order to concentrate the orders scattered by the brand to a few stores, the platform will be more intensive, and for the convenience of users, the car network will try to cross-brand operation, so that the same multinational company's different joint ventures and different brands of the same platform models can choose Maintenance and repair of the same 4S shop. “A luxury brand 4S shop has a maintenance of about 1,500 yuan, and it costs only 600 yuan in another 4S shop with the same platform.” Zhang Zhengchao said that this triggered the intervention of enterprises, and even the enterprise issued a civil order prohibition. Its 4S store cooperates with O2O company to promote. Fortunately, the anti-monopoly investigation of the auto industry in 2014 made these bans gradually disappear.
I also felt that there was a steaming stall from the manufacturer. The B2B e-commerce platform for auto parts, which was founded in 2013, aims to create a new auto parts procurement system for “zero inventory”, “zero funds” and “zero waiting” for tens of thousands of auto repair factories scattered throughout the country. According to reports, Taoqi stalls have signed contracts with more than 30,000 offline stores in 9 major provinces and more than 20 cities, attracting 18 major international mainstream accessories manufacturers such as Bosch, Hella, Gates and Fiordo. However, the top three domestic automotive lubricant companies have refused to supply the Taobao stalls at wholesale prices. Several major international tire giants are also doing the same.
Will the 4S model be subverted? Emerging formats are expected to promote the transformation of traditional 4S stores and improve the transparency of services. “Using the O2O model to subvert the traditional car market” “30%-50% cheaper than 4S stores” “Fast, please forget the 4S shop”... ...Open a few post-market O2O companies' websites or apps, and the slogan of subverting 4S stores is almost everywhere. So, can the Internet really shake the traditional system of the aftermarket?
"The Internet + automotive aftermarket will definitely give birth to new business formats and business models." Li Hui, executive vice president of GAC Toyota, believes that the current maintenance and repair O2O can attract customers because of their fast service. Convenient, transparent, and attractive enough. For 4S stores, in addition to the disadvantages of high cost and opaque service, there is also the advantage of regular military professional. "Knowing ourselves and knowing each other can prepare for the next step of improvement." Li Hui said that the future 4S model, including scale, investment, and functions, must be reconsidered. It is a waste in itself to consume tens of millions of yuan or even hundreds of millions of yuan to build a 4S shop. And building more "city showrooms + satellite stores + specialized stores" to minimize costs, and use Internet tools to transform, improve service transparency and customer satisfaction, will be the direction of transformation.
“Emerging business is a supplement to the traditional 4S model. In the long run, it will also promote the development of the 4S model.” Zheng Heng, deputy general manager of Guangqi Honda, believes that with the continuous development of the Internet consumption model, the traditional single offline marketing model It has not been able to fully meet the needs of the market. The emergence of emerging formats in the automotive aftermarket reflects the market's demand for after-sales resource integration and transparency in after-sales industry services. The 4S model has a multi-point comprehensive, one-stop solution and customer resource advantages. At present, Guangqi Honda has more than 400 special stores and 4 million customer resources in the country. It can further satisfy the data analysis of customer consumption behavior. Customer demand. To this end, Guangqi Honda is actively embracing the Internet, actively building an information platform, and enhancing the user experience through comprehensive digital construction.
"The real enemy of 4S shop is not O2O company, but the high operating cost and opacity of service." For the transformation of 4S shop, Xiao Jun, the founder of Taoqi stall, thinks it is not easy. Before the Spring Festival, Taoqi stalls announced the official launch of a new service brand - "Taoyun Yun Xiu", a set of non-4S chain maintenance system built by means of mobile Internet, big data and other means officially launched. With the supply chain as the link, location-based repair shop search, “first payout”, user scoring, and poor evaluation deduction margin claims and other services, so that the “Public Review Network Model” successfully replicated outside the 4S system. Will it be the decisive force driving the transformation of 4S stores?

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