· Zero ratio that is difficult to reduce: market economy under anti-monopoly
On the one hand, based on the general phenomenon of pressure storage, dealers earn less and less profits in selling new car channels. Most of the dealers who have achieved profitability through after-sales service are getting worse and worse, and many OEMs are heavily subsidizing dealers. On the other hand, based on profit-driven and current penalties, some OEMs have reached an agreement with dealers on the price of some accessories, acquiescing in the existence of price monopolistic behavior.
It is difficult to reduce the zero-to-zero ratio, which is the ratio of the total price of all parts and components of the vehicle to the sales price of the whole vehicle. As a pricing mechanism that embodies the automobile main engine factory in the after-sales circulation field, the level of zero-quantity ratio objectively reveals whether the automobile main engine factory is reasonable in terms of component pricing.
Last week, the China Insurance Association and the China Automobile Maintenance Industry Association jointly released the third phase of the 20 domestic common models. Among them, the zero ratio of the BMW Brilliance 5 Series F18 and the Beijing Benz E-Class W212 reached 650%-660%. The price of vehicle parts is 6 times the price of the whole vehicle.
The industry believes that the zero-ratio coefficient not only means that the cost of repairing cars is increased, but also an important factor affecting the pricing of auto insurance. As the zero ratio of the whole vehicle is higher, the cost of compensation is naturally higher, and the premium is higher.
Since last year, the government's anti-monopoly sticks have been waved one after another, and many auto OEMs have lowered the supply prices of spare parts. However, through testing, it was found that some of the OEMs lowered the high-value, low-loss accessories, while the high-frequency replacement parts that are closely related to consumers cut prices less, and some even increased prices.
On the one hand, the market economy should be regulated by the market itself. Based on the gradual improvement of the localization rate and the deepening of marketization, the price of parts and components should show a downward trend. On the other hand, based on the general phenomenon of pressure storage, the profits earned by distributors selling new cars are getting less and less. Most of the dealers who have achieved profit through after-sales are getting worse and worse. Many OEMs have huge subsidies for distribution. Business.
Based on the trend of profit and the current punishment system, some OEMs reached an agreement with dealers on the price of some fixed parts, acquiescing in the existence of price monopolistic behavior.
Market Economy under Anti-monopoly Since the implementation of the anti-monopoly initiative in the country last year, the coefficient of zero-quantity ratio of the 18 cars announced in the third phase has decreased compared with the previous two periods. From the first period of the highest 1273%, to the second period of 719.75%, and now to 650% -660%. As the localization rate of foreign brand models has gradually increased, the coefficient of automobile zero ratio has shown a downward trend.
At the same time, in 2014, China's auto market sold 23.5 million units a year, and continued to sit firmly in the top spot in the world. However, in 2014, 55% of dealers could not make profit in the new car sales segment, due to high stocks occupying most of the dealer's liquidity. .
On the one hand, the new post-market, such as Internet after-sales service, has entered the market for crushing dealers. On the other hand, the blind expansion of manufacturers has led to dealers’ pressures and new car sales profits. At the end of 2014, dealers concentrated on group appeals. On the one hand, they hoped that the OEMs would give extra subsidies. On the other hand, they hoped to re-establish sales tasks. Subsequently, ABB announced an additional subsidy dealer.
Based on the host factory's strong restrictions on dealers in the new car, the phenomenon of dealers' pressurization is serious, and there is no constraint after sale, which is a gray area to maintain the profitability of dealers. Nowadays, due to fierce competition in the after-sales service market, the quality of parts and components is effectively improved, the maintenance rate is gradually decreasing, and dealers are faced with the dual pressures of anti-monopoly and market economy.
Zhang Zhiyong, an auto analyst, said: “Resellers should adjust their thinking and use the Internet + thinking to change the current situation. Transform and upgrade by improving service quality and reducing service prices.â€
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