Analysis of pain points in the automotive aftermarket

The "expansion" effect of the decline in new car sales on the base customer has weakened

After years of rapid growth in China's auto market, the number of autos has expanded rapidly. With the decline in sales of new cars in the past two years, the expansion of the capacity of basic customers closely related to the after-sales business is slowing down, and the after-sales market is facing downside risks. Both car manufacturers and dealers should pay more attention and attention to after-sales business.

The "diversion" of new energy vehicles to the traditional aftermarket

With the promotion and popularization of new energy vehicles, more and more first-time buyers, additional purchasers, and replacement users are turning to new energy vehicles. Considering the natural differences in after-sales maintenance between new energy vehicles and traditional vehicles, new energy vehicles are more important than traditional vehicles. The role of "diversion" in the after-sales market is increasing. In this context, automakers and dealers should focus on strengthening the consumer management of existing base customers.

Changes in consumer car habits challenge the "traditional logic" of the aftermarket

The development of technologies and industries such as high-speed rail, car rental, and online car-hailing is changing consumers' travel and car habits. The reduction in long-distance driving means the mileage is shortened, which affects the frequency of customers visiting stores. Dealers can attract consumers to the store through cross-industry cooperation and cross-border operation, and at the same time offer differentiated services such as door-to-door pickup and delivery and scooters.

Substitution and crowding out effect of fast repair chain stores on authorized channel network

The fast-repair chain stores represented by Tuhu Yangche and the after-sales outlets of parts companies such as tires and lubricants are replacing and crowding out the authorized channel network, which is squeezing the living space of traditional dealers. Auto manufacturers should speed up channel sinking. , establish a secondary service network by introducing a single service model, or guide dealers to set up satellite stores to improve the convenience and reach of services.

The automotive aftermarket faces huge changes

technological change

The large-scale isolation of the new crown epidemic and the "contact panic" brought about by the epidemic have led to a sharp decrease in the passenger flow of offline stores, which may stimulate the demand for non-contact technologies such as "remote diagnosis" in the automotive aftermarket. The after-sales team and work mode bring technological changes.

Channel change

The new crown epidemic has strengthened the value demands of "safety" and "convenience" in consumers' minds, pushed up the commercial value of the community and accelerated the process of channel standardization, which may promote and promote the "convenience store" direction of the automobile after-sales business. Development, in order to achieve the channel sinking and transformation to the smallest business unit such as the community.

Marketing change

The new crown epidemic has further strengthened online consumption habits. Auto manufacturers can use their own brand resources to empower dealers to carry out digital marketing transformation of after-sales services such as "maintenance live broadcast" and "cloud entry", and accelerate data drainage from online platforms and offline stores. Omni-channel (online, offline, social/short video, etc.) marketing transformation of experience services.

Source of information: Tencent.com