Nielsen: Three major competition points help e-commerce platform to enter the auto market
The mainstream e-commerce platform has a natural flow advantage. It also has a variety of resources and resource advantages. After entering the automobile market, there are many strategies to try.
Recently, at the Jingdong Automotive Unbounded Service Strategy Conference, Nielsen, the world's leading performance management company, made a wonderful speech. According to Nielsen, "establishing standards, broad alliances, and greater transparency" are the opportunities and competitive entry points for mainstream e-commerce platforms to enter the auto market.
The e-commerce platform has powerful C-side resources, can effectively grasp the needs of the consumer segment, and can participate in the standard setting process from the perspective of consumers. At the same time, the e-commerce platform has the resources and will to build an after-car ecosystem that includes industry associations, OEMs, parts suppliers, distributors, and service providers. From the consumer's point of view, the value of the e-commerce platform to enter the auto market is to increase the transparency of the entire industry.
The following is the content of Nielsen's speech:
Background: The potential for rapid development of the automotive aftermarket, the mainstream e-commerce platform can co-ordinate resources
(1) The first is that the total amount of possession and the average age of the vehicles indicate that there is a great opportunity for the aftermarket. As of June 2017, the number of motor vehicles in the country has reached 300 million, of which the vehicle population has reached 200 million. Of these holdings, more than half of the cars were sold in the last seven years, and the overall average age of cars is close to five years. At this point in time, the demand for their maintenance is actually increasing. In the developed automobile industry chain in developed countries, the proportion of the automotive aftermarket generally can reach 50-60%, while China currently accounts for only about 10%.
(2) The second is the used car market. The used car in the United States has always been sold better than the new car. In 2016, the sales ratio of new car and used car in the United States was almost 1:2.3, the new car 1800, and the used car 4100. We are almost the other way around, 2.7:1, 2800 new cars, about 1080 used cars. However, we can see that our used car sales are growing rapidly. This year's growth rate can exceed 20%, and it will not be the same in the next few years. Looking at the supply side, and 5-7 years, it is a time node we see from the consumer side that everyone began to consider changing cars. For used cars, his maintenance has a greater demand for a social after-sales service network.
(3) The third point, we see that the market has a lot of new sources of demand. On the one hand, the country’s infrastructure construction resources are tilted to the third and fourth tier cities, and the criss-crossing expressway network connects these cities. The current car sales growth in the third and fourth tier cities far exceeds that of the first and second tier cities. Therefore, both in terms of traffic radiating area and depth, and the sinking of auto sales channels, have laid the foundation for the development of auto aftermarket services in third and fourth-tier cities. On the other hand, the rise of new players in the auto industry and the after-sales demand, unlike traditional car companies, have a large number of 4S stores, mature graded after-sales service systems and parts circulation systems, and their focus is on products and marketing, and even Many of them are based on the e-commerce model in sales, and how do they do after sales, leaving the social platform a lot of imagination.
(4) Nielsen has conducted numerous studies in the automotive field as a performance management company that researches what consumers “see†and “buy.†For now, there has been a clear improvement in terms of the maturity of automotive consumers, expectations for maintenance, and willingness to pay for willingness to pay. In addition, from Nielsen's post-market census data, it can also be seen that the size of repair shops and brand chain stores are increasing. What is the capacity of the entire market? The universe is expanding. The lubricating oil data monitored by Nielsen can also be seen in the growing demand for maintenance and maintenance, and this rate is not less than 10%.
The mainstream e-commerce platform has a natural flow advantage. It also has a variety of resources and resource advantages. After entering the automobile market, there are many strategies to try and ultimately benefit the majority of car users.
Nielsen believes that the mainstream e-commerce platform entering this market has a greater opportunity and competitive entry point at the current point in time. In summary, there are three points: “establishing standards, broad alliances, and increasing transparencyâ€:
(1) "Standardization": At present , there are widespread problems in the automotive aftermarket that the standards for products and services are not uniform and services are not standardized. The majority of consumers are often faced with problems caused by the loss of various standards when carrying out automotive after-consumption and services. Although the industry and enterprises are currently working on standard setting, they are more often considered from the perspective of OEMs, suppliers, distributors, and service providers. The e-commerce platform has powerful C-terminal resources, can effectively grasp the needs of the consumer segment, and can participate in the standard setting process from the perspective of consumers. This is a clear advantage of e-commerce.
(2) “Affiliate with each otherâ€, the e-commerce platform is more resourceful and willing to build an after-car ecosystem that includes industry associations, OEMs, suppliers, distributors, and service providers. With its own big data technology capabilities and data analysis capabilities, it can bring a stronger enabling value to the entire ecosystem to improve efficiency and performance. At the same time, the C-terminal resources and logistics system management capabilities that mainstream e-commerce companies have reached across the country have also helped the healthy development of the entire ecosystem.
(3) “Increase transparency†From the consumer’s point of view, the value of the e-commerce platform to enter the auto market is to enhance the transparency of the entire industry, and to promote product-to-service processes from various aspects including supply chain end and service evaluation. Transparency allows consumers to feel more comfortable buying after-car products and services.
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