Many of the world’s top 100 auto parts companies are no longer focusing on the entire vehicle market. As China’s vehicle inventory continues to increase, its strategic focus is gradually shifting to the auto market . In 2012, it was almost the first year after these mainstream parts and components companies concentrated their efforts on the market. This can be seen in the “Authentic to Terminal, Hundred City Tour†event organized by the Automobile Circulation Association of China Automobile Parts and Imports and Exports Professional Committee. Frequently appearing mainstream international companies have seen signs of their presence.
Unlike the main vehicle matching market, which focuses on a few customers, the aftermarket needs to constantly promote and strengthen the brand to repair shops, distributors and even consumer terminals. Therefore, brand penetration into these terminals has become the main battlefield for component giants in the post-market competition. According to the organizer of the “Automobile Real 100 City Tourâ€, after successfully hosting activities in 7 cities including East China, Shanghai, Suzhou, Nantong, Zhenjiang, Yangzhou, Yancheng, and Xuzhou, the activity of the Beijing Railway Station ushered in a small upsurge. More than 20 well-known manufacturers including Philips, Federal-Mogul, Mann Hummel, and Longji Petrochemical signed up for the event.
Among the numerous auto parts brands, only a few brands have been approved by dealers and repair shops. In the scene of genuine auto parts tour, the Gasgoo Brand Research Center conducted research on the status quo of some auto parts brands, taking brake pads as an example. According to incomplete statistics, in 2011, there were about 500 friction material manufacturers in China. Coupled with the invasion of foreign brands, the number of brake pads in China's auto market is quite large. However, according to feedback from the survey results, only a handful of brands such as Bosch, Philo, and Kylin are known to everyone, and these few brands account for 80% of the market. It can be seen that brand power has become the key to competition in the post-market.
However, looking at the current auto parts companies, in addition to internationally renowned and domestic leading companies, the promotion of the brand is obviously not enough, but also can not find a good way. For auto parts companies that are keen on production and do not pay attention to the role of the brand, 2013 will face a huge test. First of all, due to the current post-market channels and lack of effective channel management, channel pressure and promotion have increased the cost of the company; secondly, due to raw material and labor costs, the production costs have risen sharply, and the market is in an imbalance between supply and demand. As a result, auto parts companies will face more intense competition in the post-market, and the survival situation is worrying.
We look at internationally renowned and domestic leading parts and components companies. Although they have shaped their own brands and values, they are plagued with counterfeiting. For example, a few simple processing sites, employing a few workers, will be able to assemble the German "Bosch" Bosch drill. Recently, in the Zeguo Town of Wenling City, Wenling Police United City Industrial and Commercial Department, destroyed five counterfeit "Bosch" brands of electric drill processing dens and seized more than 4,000 counterfeit "Bosch" brand electric drills with a value of more than 600,000 yuan. These fake and shoddy products have greatly restricted the development of the parts industry and cast a shadow on famous brands.
Both the well-known parts and components companies and some small and medium-sized enterprises hope to have a share in the post-market. This means that the competition in the post-market will become more intense, and the healthy and orderly development of the auto parts industry is the basis for all development. Therefore, the well-known parts and components companies such as Philips, Federal-Mogul, Mann Hummel, and Long Yu Petrochemical joined the auto parts tour event. They hope to use this platform to purify the market and promote the development of their own brands. Seek for self development in competition. I believe that with the auto parts of the original tour of the country's footsteps throughout the country, the genuine auto parts will help the healthy development of the industry.
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