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Not long ago, Mr. Wu, a salesman of an auto parts production company in Rui'an, bought an automobile oil pump sample from an auto parts sales point. The price of the oil pump was 800 yuan. Mr. Wu was puzzled that his own company produced the same A set of 180 yuan oil pump prices less than, but the quality is better than the samples bought. How can auto parts come to the market so expensive?
Intermediate merchants increase prices
For Wenzhou's automobile and motorcycle industry, the market is the life of the company. All along, Wenzhou's automobile and motorcycle fittings industry has mainly three markets, namely supporting market, export market and maintenance market. Its market rates are: 20%, 10% and 70%. In other words, Wenzhou's automobile and motorcycle products are mainly supplied to the maintenance market. For the maintenance of the market, the supply of goods is generally through layers of middlemen, to reach the maintenance market, through the maintenance of the market and finally sold to consumers. Due to the increase in prices among middlemen, an auto parts product finally reaches the hands of consumers. The price is several times or even ten times higher than the ex-factory price. This is the main sales model that has never been changed in Wenzhou automobile and motorcycle fitting industry.
However, in recent days, under the efforts of the Wenzhou Automobile and Motorcycle Industry Association, Wenzhou’s automobile and motorcycle manufacturers have tried to try new sales methods to reduce the intermediate links. While establishing the corporate image of Wenzhou, it finally reduced the price difference for consumers.
Orderless sales helpless
In the automobile and motorcycle market, there have been many such incidents: The SAIC Market Office has repeatedly inspected the automobile and motorcycle fittings market. As a result, the relevant personnel of the industrial and commercial departments came to the market, but found that in addition to the direct operation of auto parts companies. Outside the shop, almost all auto parts dealerships are closed. The person in charge of the Wenzhou Automobile and Motorcycle Industry Association said that this illustrates a problem that the automobile and motorcycle market can hardly withstand inspections. This is also the most frustrating thing for Wenzhou auto and motorcycle industry companies.
It is understood that over the years, Wenzhou's automobile and motorcycle enterprises have been limited in their own strength and it has been difficult to establish direct sales and distribution points in the country. Only through multi-level wholesale, can they reach the retail market. In this middle sales price is several times higher than the ex-factory price, many dealers once found a company's product quality is better, the market is good, always in the process of sales, take the same products of other companies as a company's products To sell, this not only makes it difficult for sales of high quality companies to go up, but also seriously affects the image of the company. In Wenzhou's automobile and motorcycle industry, almost every company encounters similar incidents every year. He Hongxin, secretary general of the Wenzhou Automobile and Motorcycle Fittings Industry Association, said that in addition, some accessory companies that are used as complete vehicle companies also face the situation that it is difficult to return payment at the end of the year, which severely restricts the normal development of Wenzhou auto parts enterprises. .
The sales channels will not change. Such restrictive events will exist for a long time. This makes Wenzhou's auto and motorcycle companies feel helpless, says Ho Hong-hsin.
Own limited direct strength
At present, China is already the second largest automobile producer in the world, and the number of resident car ownership ranks second in the world. The auto parts market is increasingly favored. In the domestic market is optimistic about the situation, Wenzhou's automobile and motorcycle industry is not only facing the non-standard sales market violations, at the same time, international multinational groups are also optimistic about China's maintenance market, is eyeing the Chinese market.
He Hongxin told reporters that an auto parts company needs at least 1 million yuan to open a product direct company, and a company needs 10 million yuan to open 10 direct sales companies. However, the company needs a lot of liquidity to develop. In order to open direct marketing companies and use such a large amount of funds, the company's own development is unfavorable. Moreover, the strength of most auto parts companies in Wenzhou has not yet reached such a huge amount of funds to set up direct sales companies throughout the country. Therefore, for the moment, limited company strength has enabled more auto parts companies in Wenzhou to develop on the basis of the original sales model. Even if they encounter more difficulties, they will not hesitate. Unless a new marketing model is found.
Establish market "direct sales" platform
Last year, the first-phase project of Jiangsu Xuzhou Auto Parts City was completed. In order to change the existing marketing model, Wenzhou Automobile Auto Parts and Accessories Industry Association worked hard to form a cooperation with the auto parts city. Xuzhou Auto Parts City will provide Wenzhou auto and motorcycle accessories exhibition booths for free. Wenzhou automobile and motorcycle fittings company products are sold on behalf of Xuzhou Auto Parts City in Xuzhou. In this way, for Wenzhou Automobile and Motorcycle Fittings Corporation, in Xuzhou, Xuzhou Auto Parts City is its own agent, and Xuzhou Auto Parts City makes profits by selling Wenzhou automobile and motorcycle fittings products, reducing the intermediate links of auto parts products.
According to reports, Xuzhou is a central city in the Huaihai Economic Zone and can radiate more than 20 prefecture-level cities. The economic zone has more than 12,000 auto repair points and auto parts plants. Xuzhou Auto Parts City has more than 8,000 auto repair points and auto parts factories. Cooperation "grafting." It is estimated that the annual purchase and sales will reach 3 billion yuan in the future.
He Hongxin, Secretary General of Wenzhou Automobile and Motorcycle Industry Association, said that Xuzhou Auto Parts City is like a super-large direct sales platform for Wenzhou enterprises. It not only ensures that the company’s rights and interests are not infringed, but also reduces intermediate links and reduces sales. The price becomes possible while also enhancing the competitiveness of the company. He Hongxin said that at present, most auto parts companies in Wenzhou agree with the sales model. This sales model will be a new attempt by Wenzhou automobile and motorcycle enterprises. If successful, it will be promoted to the national market.
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