Dealers and the auto industry anti-monopoly once again confronted each other.
"Now we are conducting a secret anti-monopoly investigation on some dealers and auto parts companies, and there may be results soon." Xu Xinyu, Director of the Price Reform Bureau of the National Development and Reform Commission, on October 9th, the second anti-monopoly guide for the automotive sector. At the drafting work meeting, it was clearly stated that “there is no way to report the price control of the dealers. The arrest must be a heavy penalty. It is not a penalty of 3% and 6%, but 10%.â€
Not only that, on the eve of the National Day, the Ministry of Communications and other ministries jointly announced the "Administrative Measures for the Implementation of the Disclosure of Automobile Maintenance Technology Information" (hereinafter referred to as the "Measures"), one of its important roles was interpreted as breaking the previous dealers in the car repair Technology and market monopoly. According to the contents of the Measures, since January 1, 2016, automobile producers shall disclose the maintenance technical information of the sold automobile models within the prescribed time limit, so as to facilitate the trial of cases, insurance claims, and maintenance and operation of automobiles. .
However, there is still much controversy about whether there is a “monopoly†in the dealership. "I don't think 4S stores constitute a monopoly, and there is no monopoly on price." Xiao Zhengsan, secretary general of China Automobile Dealers Association, said in an interview with the reporter of China Times. The related companies are even more blunt. After the maintenance technology is disclosed, there may be misunderstandings and abuses. I hope that the NDRC will consider enacting relevant provisions to constrain and refine the Opinions when formulating anti-monopoly guidelines.
Is the so-called monopoly of the dealers established? In the situation where the competitive situation is getting more and more serious, where is the future profit point?
Breaking the pattern
In accordance with the requirements of the Measures, each automobile producer shall, before December 31, 2015, file with the Ministry of Communications the relevant information on the disclosure of its vehicle maintenance technical information. Automobile producers shall disclose the maintenance technical information of the sold automobile models to all maintenance operators and consumers in the form of available information, convenient information channels and reasonable information prices without any difference, without discrimination or delay; Technical barriers to exclude, limit competition, blockade or monopolize the car repair market. At the same time, the automobile producer is the main body of information disclosure. If the technical information is not disclosed or effectively disclosed and the rectification is unqualified, the Ministry of Communications will impose penalties with the relevant departments according to law.
Liu Xiaoming, member of the Party Group of the Ministry of Transport and Director of the Department of Transportation Services, believes that because 4S stores have obtained the authorization of automobile manufacturers, they have the advantage of “benefit†in repairing parts and maintenance technology, and most social maintenance companies have no legal channels to obtain special Maintenance technology has caused unfair competition in the market and de facto technical monopoly. To a certain extent, it has restricted the consumer choice of automobile consumers and increased the burden on consumers.
In the view of anti-monopoly lawyer Wei Shizhen, the fundamental reason for the chaos of China's auto aftermarket, especially the accessories and maintenance market, is that China's automakers have long monopolized auto repair parts and technology. It is understood that the current authorized 4S shop relies on the manufacturer's high monopoly, basically holding the resources of the original parts and parts, plus the manufacturer's publicity, 4S shop maintenance channel has become a common channel that everyone generally recognizes, maintenance service The cost is high. At the same time, the non-4S shop channel is difficult to obtain the original parts because it cannot obtain the authorization of the manufacturer, and it will not be trusted by consumers. "At present, in the Chinese market, the so-called 'original parts' are defined according to the source; but according to the concept, the original parts should be defined according to the quality." The relevant person in charge of Mahler China told reporters that such a definition is not scientific.
In fact, at present, the proportion of 4S stores authorized in China's maintenance market is very small. According to the statistics of the Ministry of Transport, as of 2014, there were 460,000 motor vehicle maintenance households nationwide, of which 20,000 were authorized by automobile production enterprises, which was less than 5% of the total number of maintenance workers in the country. This also means that once the "Measures" are implemented, the original 5% of the market will be eroded by the remaining 95% of the market. From the figures alone, the impact on dealers is self-evident.
Monopoly
However, for the monopoly of dealers, there are still many people in the industry who are difficult to agree.
"We can accept the release of maintenance technology information, but we hope to give the relevant departments a clear guidance from the perspective of the anti-monopoly law guide." A self-owned brand leader told reporters that in fact, many parts are not In the final product, many parts are accompanied by maintenance technology and special tools to provide users with a complete service product.
The above-mentioned people bluntly said that after all, the release of maintenance technology information involves a large amount of cost input from enterprises, involving intellectual property rights of enterprises, and also involving misreading or even misuse of some information. "If these problems are not considered clearly and considered perfect, in the later stage. There will be many problems caused by users misunderstanding, misuse or misuse. These problems can be solved simply by letting go or not let go."
In addition, Xiao Zhengsan does not recognize the auto dealer's monopoly on price. “The pricing of dealer maintenance is directly related to the price of the original factory parts. At the same time, the dealer service is fine and the equipment is excellent. The pricing is directly linked to the service quality, and the service is more secure.†Xiao Zhengsan believes that the consumer recognizes It is reasonable. “The quality of dealer service is relatively good, but there is still room for improvement. This also urges dealers to continuously improve services and transform and upgrade.â€
Order reconstruction?
The data shows that only in the last year, the overall customer loss of 4S stores nationwide reached 41%. Jia Xinguang, an auto industry analyst, is even more blunt. The implementation of the "Measures" will inevitably have an impact on the original business model of the 4S stores of major auto manufacturers in China.
The biggest change is that the widely-recognized view that "future 4S stores don't rely on selling cars to make money, but rely on after-sales profits" is already untenable. "The current 4S shop is doing everything, both for sales and after-sales service. Once the monopoly is broken, the 4S shop can be transformed into a professional direction." Jia Xinguang said that in the future, dealers only do professional things, that is, sales Do a good job, make the market bigger, and profit can happen. And after-sales services, including repairs, should be put in a more professional repair factory. In addition, one of the future transformations of 4S stores is also to expand the car e-commerce service, so that you can ensure that you do not have car inventory to ease the pressure on the pressure of the warehouse.
And some auto companies have even considered the re-layout of the market. Guangqi Taitian, general manager of Guangqi Honda, bluntly said: "In the future, we will consider the 2S shops that are specially designed for maintenance in the country, and we can also absorb and authorize some repair shops and cooperate with them to develop a diversified business model."
However, in the reporter's contact with dealers, pessimism is not strong. “A lot of maintenance technology is now open.†The above-mentioned people believe that because of the extensive business field of ordinary repair shops, no matter whether the maintenance technology is open or not, it is always a common problem to be good at it. “The 4S shop has no advantage in terms of professionalism. replace."
“The amount of customer transfer brought by the disclosure of technical information will not be great.†Lang Xuehong, deputy secretary-general of the China Automobile Dealers Association, holds a similar view. The 4S shop has more sophisticated equipment and professional maintenance personnel on key issues. It is not available at other maintenance points, and some ordinary operations such as changing the oil have reached full competition in the market because they do not involve technical information. In addition, during the 'three guarantees' period, consumers will still be repaired and maintained at the dealership. The dealers need to reflect their professionalism and other advantages besides the price to be able to truly grasp the customers."
As an important part of automobile anti-monopoly, the auto maintenance information disclosure involves the reconstruction of the interests of the main engine factory, 4S shop, parts factory, and independent maintenance factory. A new era has quietly arrived. Whether it can impact the dealers' survival pattern, transformation and upgrading should not be talked about.
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