Business progress difficult car service O2O closed down

Since the second half of last year, only the "car wash" business, e-car wash, I love car washing and many other O2O car wash projects have closed down, including the car repair and maintenance of the automotive aftermarket into the reshuffle stage.

“This is a profitable industry,” Wang Gang, an auto repair service worker in Hubei, told the Interfax News. “In the 4S shop, the repair staff will try every means to make minor repairs into overhaul.”

For example, the main pump hose is broken. Worse yet, it costs only a few dollars. However, maintenance personnel will advise you to replace the entire assembly and the cost will reach hundreds of yuan. When the engine is overhauled, the eccentric shaft has not been replaced. Repairmen also dared to deceive consumers that they had changed, adding to the user's bill for no reason.

These are the real cases that Wang Gang enumerated to reporters. He honestly himself has done some similar problems. The default “hidden rules” in the auto aftermarket are confusing. The presentation of the maintenance staff is exactly the same as that of the 2015 CCTV 3-15 party. The spark plugs of several Dongfeng Nissan 4S stores were obviously loosened but were required to be replaced.

Cases like this are too numerous to mention. The high rent of the 4S shop and the high operating cost naturally blew the brains and tried to shift the cost to the users. In China, the 4S shops in Dapingmi are often seen. With standardized decoration and staff training, the cost is difficult to control. In daily life, we can also observe this trend. Many 4S stores in Beijing have also opened. It was outside the ring.

This also brings new opportunities for independent repair shops.

On the one hand, community repair shops are closer to the places where users live and work. As long as the community operates, 150-400 square meters of storefront demand is more flexible; on the other hand, simple maintenance, car washing and tire replacement can already be completed in community stores.

In Europe and the United States, 4S stores are very limited in the automotive aftermarket. 4S stores account for only about 30% of the market in the automotive aftermarket, and independent maintenance channels account for more than 70%.

In order to integrate resources, standardize the market, and manage these community stores and independent maintenance channels, around the year 2014, Internet start-up projects in the automotive aftermarket have mushroomed.

Among them, car maintenance is also the most ferocious part of the capital market investment. In 2014, the number of venture capital financing related to the O2O auto aftermarket market was as many as 67, which was 10 times that of 2013, and the total amount was roughly estimated at 10 billion yuan; in the first three months of 2015, the two figures were 9 respectively. Starting from 4 billion yuan.

The “car wash” business alone has spawned many O2O car washing projects that have captured the market through high subsidy, such as e-car washing, car washing, car washing, and cherry washing. However, from the second half of last year, the capital chain broke, and the car wash tides continued to collapse: e car wash closed in October 2015, I love to wash cars and burn for 10 months, closed down, owed more than 2 million yuan in debt, wash car and car wash easy to car In the merger, Cherry closed as early as 2012.

More eyes began to turn to the heavier models of auto repair and maintenance industries.

On January 25, 2016, the "2015 Automotive Aftermarket E-Commerce Special Research Report" released by Analysys think tank pointed out that in 2015, e-commerce self-operated platform for maintenance and repair services was the most stable and fastest-growing market segment. . Such as the way the tiger keep a car, car worry-free, classic car ownership and other self-operated platforms have emerged one after another, at the same time began to accelerate the integration of offline resources.

Chen Wenkai, founder and CEO of stated that “the core of the Internet auto repair service model is to reshape the supply chain and service chain with Internet technology. Among them, the supply chain is embodied in the selection of homogenous accessories, and the service chain is Embodied in service provider selection and technical support."

Another company that can't be ignored is the Tiger who started making tires. In June 2015, the way Tiger had just won 100 million U.S. dollars in Series C financing, and in October of the same year, he also received 50 million U.S. dollars in C+ financing. This is the largest single financing in the field of car maintenance.

Like the car-free strategy of car-buying, the way Tiger also focuses on building its own supply chain and logistics. At present, there are more than 12,000 cooperative installation stores, and 10 warehouses have been built across the country, covering 266 cities.

In a report interviewed by Interface News, Tonkin CEO Chen Min said that many home repairs are done at 9.9 yuan. This high-subsidy market situation is irrational, because it costs more than 200 yuan to maintain cost materials. The same is true for on-site maintenance. The cost of a home visit is far from covering his costs. It should also include the time cost of a technician.

Simple and ruthless door-to-door mode does not necessarily apply to the automotive repair industry. Therefore, the way Tiger chose is still a mode of arrival. Self-built supply chain to join the installation point, through the online diversion to the offline store.

"Consumers actually need a genuine and open source channel for auto parts. I think this is a big consumer trend. The concept of the car was a luxury product before, but it is gradually becoming a consumer product." Min said.

Car maintenance is linked to mileage. According to the data provided by Wang Gang, the maintenance staff, normal vehicles will travel to about 1000-3000 kilometers, and they will do a level of maintenance, including tightening screws, changing tires, etc.; when they reach 8,000 to 10,000 kilometers, they will perform secondary maintenance. Some basic repairs; and when it reaches 10,000 kilometers or more, it will be three-level maintenance, large-scale maintenance and so on.

China has ranked first in the world in sales of automobiles for five consecutive years since 2009. In 2014, the Chinese bought more than 23 million vehicles, and the number of vehicles in China reached 154 million. As of the end of 2015, the number of motor vehicles in China had reached 279 million, and there were more than 40 cities with more than one million vehicles.

For car owners, once they have bought a car, they have entered the automotive aftermarket and will soon experience aftermarket services including filming, cleaning, maintenance and repair. According to the report provided by Analysys International, two years later, the market value of the automotive aftermarket will reach 600-800 billion yuan.

Faced with such a large market size, the competition in the auto market is also extremely fierce.

According to Chen Min, at the end of 2015, there were even malicious competitions where competitors compelled Xinhua and People’s Network to destroy the Tiger. One false article entitled “The Entrepreneur of the Internet: The CEO of the Tiger’s Car Conservancy Network, Chen Min’s Alleged Money Laundering?” is circulating on the Internet.

The most odious thing is that these websites have deliberately chosen domain names similar to those of Xinhuanet and People's. They have also faked the logo and layout of the official website and issued false news messages. At present, the police have already rumored the incident. Let Chen Min sigh and feel that the market has grown bigger and what kind of people have appeared.

Alibaba has not let go of the car aftermarket cake. In April 2015, Ali also announced the integration of its automotive business into the Alibaba Automotive Division, which will formally enter the O2O automotive aftermarket. Up to now, Ali has integrated nearly 10,000 4S stores and about 20,000 automotive service outlets, with the intention of covering all aspects of new cars, used cars, localization services, and auto parts.

At the same time, many OEMs are not willing to completely abandon this market. For example, SAIC GM undertook the aftermarket parts brand AC Deco to create an independent express repair system, and Ford once introduced the QuickLane service repair brand.

Maintenance of vehicle maintenance is a very heavy industry. Chen Min believes that the domestic auto market is now in a stage of oversupply and accelerated reshuffling.

He cited comparisons between China and the United States as an example. "There are 250 million private cars in the United States and 330,000 offline stores in the United States; China now has 270 million private cars, which is almost equal to the United States. But there are more than 700,000 chain stores. There are also a variety of car washes and beauty shops, more than twice the size of the United States."

Resource integration is not an easy task. The Internet industry is relatively easy to integrate in some industries that are relatively transparent, have high user awareness, and have a well-developed supply chain behind them. However, for the automotive aftermarket, the biggest problem is two points, one is the variety of spare parts; the second is the problem of service standardization.

Regardless of the type of vehicle, there are tens of thousands of parts in a car. The supply, prices, and channels of different parts are all problems. Chen Min proposed a phenomenon called the "zero-to-one ratio" of cars. For example, a friend who knocks out the old Bora can only sell around 6000-7000 yuan if he is priced at the entire vehicle, but if he removes it, he can sell spare parts and sell it for 20,000-30,000 yuan. The industry's opaque, layered channels and markup rates are high.

In the past four years (established in 2011), what Tiger Tiger did was to open up the market and eliminate as much as possible the increase in the prices of the layers of distributors. This also brought a clear profit model for the way tiger - earning the difference between the parts.

For end-users, centralized procurement will definitely make the prices more uniform; for upstream customers, centralized supply will bring more price discounts to the manufacturers. According to the reporter, this way of earning the difference is the main model for the profitability of the auto parts and accessories chain industry in the world.

“The way tiger has been doing the infrastructure of the auto parts industry, just like Jingdong did its own logistics. Before that, it has been talking about the internet. From our perspective, the internet is a way to improve the efficiency of traditional industries.” Chen Min believes that the traditional The transformation of the auto parts industry is the most important existence value of the Tiger.

The establishment of the supply chain can shorten the customer's appointment time as much as possible. “If you have a warehouse, for example, you can ensure delivery today. Users can use accessories tomorrow,” says Chen Min.

Since 2015, the policy has gradually become clear. On August 8, 2015, the Ministry of Transport issued a revised version of the Motor Vehicle Maintenance Management Regulations. For the first time, homogenous accessories have been given an official definition. The auto repair industry is expected to usher in new management standards.

In this regard, Wei Tongwei, secretary general of the China Automobile Maintenance Industry Association, said, “The greatest significance of the promotion of homogenous parts is to break the monopoly of the original repair parts channels. The addition of an internet auto repair platform will help promote the promotion of homogenous parts.”

In addition to spare parts, policy supervision and other issues, the issue of service standardization was repeatedly mentioned in the interview process. This is one of the thresholds of this industry. The same set of cleaning procedures, which tube to split after the first to split, which should be put first, which, the use of oil and the use of specifications, etc., the industry has not yet a complete set of standards. This is why the way Tiger wants to train maintenance personnel.

In January 2016, 3M's first choice of automotive engine lubricants was launched by the Tiger. This is the first time that domestic lubricant manufacturers have authorized the e-commerce platform. In addition to the good relationship of trust between the two parties, what Chen Min valued most was that 3M was willing to spend time on the formulation of the entire service standard to implement training. He believes that this is everyone working together to regulate the market.

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