Reduced price space, accessories vehicle ice fire two heavy days
"May Day" Golden Week has not arrived, the auto market price cuts have long been filled with smoke. Price cuts have become the norm in the passenger car market in recent years, but it is always difficult to see parts in the rounds of price-cut frenzy.
According to the incomplete statistics of this reporter, since January 1 this year, there have been nearly 30 price-cutting brands. The models include Geely, Xiali and other ordinary cars such as Geely and Xiali, Zhonghua, Chinese Sonata, and New Bluebird and other medium-class cars. Pajero SPORT, Chevrolet Trailblazer and other SUVs. Some have cut their prices for the first time since listing, while others have repeatedly ignited price wars. The price cut ranges from 1,000 yuan to 30,000 yuan. Even some of the original "hard-mouthed" manufacturers began to bluntly cut prices to attract people's hearts.
In the wave of price cuts, the number of sedan accessories was not worth mentioning.
This year, only BYD and Nanjing Fiat have pointed the price to accessories. At the beginning of January, BYD Auto launched the “Feelings of Innocent Years, Innocent Returns†campaign to comprehensively adjust the retail price of Fuller’s complete car accessories. The price reduction ranged from vehicle cover parts and engines to everyday wearables, involving thousands of varieties. The average decline rate of components was 25%. On the same day, the price of accessories adjusted by Nanjing Fiat also involved 500 kinds of wearing parts and 1500 kinds of medium-loss and slow-moving parts, accounting for more than half of the total number of accessories. In the decline of all varieties, the prices of regular maintenance accessories most concerned by consumers are the largest.
In the whole year of last year, although the monthly automobile market was chanting price cuts, only the “Spring Rain Action†was launched in April. Chery’s parts for 50 categories of 139 products including powertrains, air conditioning systems, and gearboxes The price was lowered, with an average drop of 20%. In the past two years, only in 2001, Shenlong Motors severely reduced the price of 300 commonly used spare parts by 30% to 70%, with an average drop of 43.6%; FAW subsequently reduced the prices of commonly used spare parts for more than 1,500 cars by an average amount. Up to 10%. In 2002, for the first time in the auto market, there wasn't a passenger car manufacturer that reduced the price of its accessories.
It is reported that passenger car accessories can generally be divided into two categories, one to provide vehicle manufacturers, that is, OEM; the other is provided to the automotive aftermarket, such as "auto parts mall", "fitting a street" and so on. In addition to the assembly of OEM vehicles into OEM vehicles, some of them are also available to consumers through the 4S dealerships and special maintenance stations of the entire vehicle companies. The high prices of accessories mentioned mainly refer to the prices of accessories for 4S dealerships and special maintenance stations. High, this phenomenon is known as "affordable horse can not afford saddle", "dare to buy can not repair."
According to Chen Yusong, researcher of Xinhua Trust Market Research and Consulting Co., Ltd., one of the key points of 4S dealerships and special maintenance stations is that their parts are “original parts†or “original partsâ€, which means that the parts and the zero used in the whole vehicle are zero. The parts are exactly the same. From the perspective of the price structure of the entire vehicle, parts and components have to account for about 70% of the market share. The reduction in the overall vehicle price has a considerable proportion achieved through the price reduction of parts and components. The accessories are purchased together with the parts, so the spare parts and components have the same price reduction space, that is, as the price of the entire vehicle is reduced, the parts also have a certain price reduction space.
Downstream price cuts are "injured" and the vehicle devours parts and profits
However, the economies of scale brought about by the rapid growth of the auto market in recent years have caused many vehicle manufacturers to enjoy themselves, but they have caused many parts manufacturers to suffer. Why is that?
A car generally consists of more than 10,000 parts and components. China has thousands of large and small parts and components manufacturers. Experts in the industry pointed out that at present, the status quo of scattered, chaotic, and poor parts and components companies in China has not yet been actually improved. Their decentralized, disorderly competition, and weak technical forces are still their weaknesses. In the face of their “clothes, food, and parents†vehicle manufacturers, the weak position of “competitive†is notable for parts and components manufacturers that are not competitive. An industry source told reporters that in the face of increasingly fierce market competition, vehicle manufacturers generally strongly urge suppliers to reduce their prices by 8% to 10% each year to ensure their own profits, and even have been issued by the entire vehicle manufacturer to the upstream. "Double Regulations" notice - requires the parts and components companies to reduce the price within the specified period to the prescribed extent, if the upstream manufacturers refuse to implement, will cancel its supporting qualifications. As for the pain caused by the rise of raw materials, it can only be self-digested by the parts and components enterprises through "training internal strength."
The "low productivity and high product cost" caused by the mechanism and management level have always been regarded as the fundamental reason for the difficulty in price reduction of auto parts in China. However, the princely separatist industrial structure, the Chinese and foreign "neutron-style" supporting structure, and the accession to the WTO The proliferation of KD waves and many other factors have not only impeded the pace of development of China's spare parts enterprises in varying degrees. Faced with the massive invasion of world-famous parts suppliers Delphi, Visteon, Bosch, and Denso, and the direct involvement of the domestic steel industry in the auto parts supply chain, China's parts companies will face more severe challenges.
Relevant information shows that the price of Chinese automobile manufacturing enterprises is much higher than the international market price in the earlier period. However, with the successive price reductions in recent years, the price of parts and components companies has gradually approached the international market price. “From the analysis of the status quo of China’s auto industry that produces only a few million cars each year and profits are several billion yuan each year, the price reductions of cars in successive years are at the expense of the interests of the part-partners because the price reduction of cars is inevitable. The result of the price reduction is component and profit.†One commenter even accused “Chinese cars, especially cars, are publicly and lawfully grabbing money during the national protection period.†In addition to consumers, there is a group of “robberies†who are increasingly "Deteriorated" China's auto parts industry, and such an outcome will be "deadly."
When did the "Double Drop" era come?
According to relevant experts' forecasts, the price of cars in China will be reduced by about 10% in the next few years. Can consumers wait for the price of accessories to reduce prices?
“At present, only a half of the profit loss caused by the drop in the price of passenger vehicles is borne by the vehicle, and more is on the parts and components companies.†To the insider, the drop in the entire vehicle price will bring consumers There are certain benefits, but the benefits of fittings that should be enjoyed at the same time are secretly withheld by vehicle manufacturers.
The main market factors affecting the price of passenger car accessories generally include raw material suppliers, parts manufacturers, new entrants, post-market parts manufacturers, OEMs and consumers. Xinhuaxin researcher Chen Yusong believes that in terms of raw material suppliers, the rise in the prices of domestic steel and other raw materials has a certain negative impact; in the case of parts manufacturers, the imported parts are subject to a certain degree of cost increase due to exchange rate, but on the other hand, the sales of whole vehicles are rapid. The mass production brought about by the growth will reduce the production cost of accessories, and at the same time the imported parts will be gradually replaced by domestically-made ones, which will also lead to a decrease in the cost of parts; in terms of new entrants, international manufacturers continue to enter, and domestic industries in other industries Capital is also optimistic about this market, and gradually increase investment, which will strengthen the competition in the accessories market, which is conducive to the downward adjustment of the price of accessories; in the aftermarket component manufacturers, the overall price level is significantly lower than the accessories manufacturers, but Quality has not been fully recognized by consumers. Therefore, aftermarket component manufacturers will promote the reduction of component prices, but the promotion efforts are weak. “In general, the impact of the above four factors is weaker than the impact of the automaker. From the current point of view, the accessory manufacturers are mainly in accordance with the requirements of the vehicle manufacturer, and the price of the 4S shop accessories is also mainly determined by the vehicle manufacturer. He believes that when OEMs do not feel the pressure from consumers, they will lack the incentive to downgrade their prices.
Why don't consumers put enough pressure on automakers? This is closely related to the characteristics of Chinese car consumers. According to Xinhua's survey of 10 key cities in China that consume cars, the proportion of users who purchase new cars for the first time is very high, at around 70%, which is very different from that of developed countries. As a first-time car purchaser, due to the lack of sufficient car experience, the factors that are taken into consideration when purchasing are factors such as vehicle price, brand and shape design, and there is less concern about the use cost of the car including the price of accessories. Therefore, the strategic focus of OEMs will not be on the price of accessories, and there will be no incentive to lower the price of accessories.
“There is room for price cuts in car accessories prices, but when prices are reduced depends on the maturity of consumers, when Chinese consumers experience in the use of cars is gradually enriched, the concern about the price of accessories will increase, and the auto manufacturers will be 'active' at that time. "We have lowered the price of accessories." This view of Chen Yusong clearly coincides with certain "prophetic" vehicle manufacturers. Chery sold more than 100,000 vehicles after launching the “Spring Rain†and “Chun Lei†campaigns last year; and the rapid red color of BYD and Nanjing Fiat, which lowered the price of accessories on January 1 this year, was also passed in the market. The signal: More and more consumers have begun to rationalize the cost of repairs and maintenance of accessories as a factor in the inspection of a car.
It can be foreseen that in the new round of market competition, the emergence of new cars and simple vehicle price reductions will no longer be as tempting as the past, and the convenience economy of use, maintenance, and maintenance will come into view. Under the premise of ensuring the quality of products and services, whoever can take the lead in lifting the flag of the entire vehicle and accessories in the same model will be more likely to win the favor of consumers.
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