·Rebuilding the auto industry system

The anti-monopoly investigation of auto companies is constantly deepening. The National Development and Reform Commission said at a press conference on the 6th that it has completed the investigation of the monopoly case of auto parts and bearing prices for 12 Japanese companies, and will impose penalties according to law. In addition, Chrysler and Audi have also been found to have a clear monopoly, and will be punished accordingly.
A number of industry experts said in an interview with the Economic Information Daily that this round of anti-monopoly law enforcement storms will have a considerable impact on some car companies that undermine the market order. The auto industry system also needs to be completely rebuilt. One of the most important is to change the current brand licensing model.
Investigating a number of car companies facing heavy penalties Li Pumin, secretary general of the National Development and Reform Commission, revealed at the press conference on the 6th that he has completed investigations into the monopoly of auto parts and bearing prices for 12 Japanese companies and will impose penalties according to law. In addition, the current Shanghai Development and Reform Commission's investigation of the Chrysler and Hubei Provincial Price Bureau on Audi is nearing completion. It has been found that the two companies do have monopolistic behavior and will be subject to corresponding penalties in the near future.
Li Pumin also said that last week, the anti-monopoly branch of the Jiangsu Provincial Price Bureau had conducted anti-monopoly investigations on Mercedes-Benz dealers in five cities including Suzhou and Wuxi. In addition, on August 4, the Shanghai Municipal Development and Reform Commission and the Jiangsu Provincial Price Bureau belonged to the anti-monopoly investigation. The monopoly bureau organized forces to conduct an investigation into the Mercedes-Benz Shanghai office. As for whether Mercedes-Benz has a monopolistic behavior, it is currently investigating and collecting evidence.
Li Pumin said that the National Development and Reform Commission’s investigation of automobiles and accessories began at the end of 2011. On the basis of extensive consultation with relevant enterprises, industry associations, experts and lawyers, some automobile and spare parts manufacturers that seriously violated the anti-monopoly law and The dealers conducted an investigation and will deal with it according to the law in violation of the law. The purpose is to maintain the competitive order of the automobile market and protect the legitimate rights and interests of consumers.
The "Economic Information Daily" reporter had previously learned that some car companies in the Chinese market have horizontal restrictions, vertical restrictions and abuse of market dominance and other suspected monopolistic behaviors, the entire industrial chain has been affected, so the NDRC's anti-monopoly investigation is not limited In the whole vehicle price, it is more targeted at the after-sales market parts supply channel monopoly and the car factory and 4S shop limited price area sales.
In April of this year, the “Zero Ratio” data of the common domestic models released by the China Automobile Maintenance Association showed that the “zero-to-round ratio” coefficient of some domestic models is staggering. For example, Beijing Benz "C-class W204" model, the coefficient is as high as 1273%, which means that the replacement of all the accessories in this car can buy 12 new cars in China; BMW Brilliance "3 Series E90LCI" models, the coefficient is as high as 661%; Lexus, Volkswagen The “zero-to-round ratio” coefficient of the models surveyed by Audi, BYD, etc. also exceeded 400%. According to industry experts, in the foreign research data, about 300% of the complete vehicle parts zero ratio is the most common.
Some experts have said that so far, companies in all fields, including milk powder and liquor, have received relatively heavy penalties for anti-monopoly law enforcement, while cars are high-priced consumer goods, the industry is large, the profit rate is high, and the penalty amount will be The water is rising. According to Articles 46 and 47 of the Anti-Monopoly Law, if an operator concludes and implements a monopoly agreement or abuses the dominant position of the market, the anti-monopoly law enforcement agency shall order it to stop the illegal act and confiscate the illegal income. A fine of more than one percent to 10% of sales in the previous year. According to public data, in 2013 Daimler's business revenue in China was 10.7 billion euros, of which Mercedes-Benz's automotive business accounted for the majority.
Responding to the price reduction of car companies or expecting "reduction of punishment"
As a response to the National Development and Reform Commission's Price Supervision and Inspection and Anti-Monopoly Bureau's anti-monopoly investigation against the automotive industry, as of the early morning of the 7th, four car companies have adjusted the prices of related products.
On July 25th, Jaguar Land Rover China announced a substantial adjustment to the manufacturer's guidance prices for its three models, including the Land Rover Range Rover Extended Edition 5.0V8. Since August 1, the manufacturer's guidance price for these models has been lowered by an average of 200,000 yuan.
On July 26, FAW-Volkswagen Audi issued an official statement saying that it will actively reduce the price of original spare parts for domestically produced models from August 1st, and the “zero ratio” will also decrease. Taking the Audi A6L as an example, the “zero ratio” of the model will be reduced from 411% to 291%.
On August 3, Mercedes-Benz adjusted the price of its repair parts and announced that it will reduce the price of some repair parts of its models from September, with an average price reduction of 15%. The price adjustment of this part of the repair parts will cover all models of Beijing Benz.
On August 5th, Chrysler China Automobile Sales Co., Ltd. said that the price of 145 high-value and high-warranty parts including headlights, exterior mirrors and starters will be lowered by 20%.
On the second day after Mercedes-Benz announced the price cut, the Shanghai Municipal Development and Reform Commission and the Anti-Monopoly Bureau of the Jiangsu Provincial Price Bureau organized an investigation into the Shanghai office of Mercedes-Benz. Some media reported that the reason for the investigation was that Mercedes-Benz’s price reduction measures in line with the anti-monopoly investigation did not meet the expectations of the NDRC.
In this regard, the reporter learned from informed sources that the ultimate goal of the law enforcement agencies' actions is not to encourage car companies to cut prices, but to restore the market's legitimate competition order and protect consumer interests, so there is no "magnitude of expectations". In addition, there may be some car companies with a lucky attitude, hoping to cut prices to show consumers and law enforcement agencies as a "chip" to negotiate with law enforcement agencies to avoid punishment.
The person said that the anti-monopoly investigation is not a kind of "bargaining" trading relationship, at most it can only affect the punishment, and will not affect the law enforcement results.
In addition, the reporter called the above-mentioned dealers of the four car companies that announced the price cuts on the 6th, Audi has begun to implement the adjusted price, while Land Rover, Mercedes-Benz, Chrysler did not adjust the price according to the notice, and some dealers said that they have not received Official notice of price adjustment.
Reshaping the relevant systems of the industry must be fundamentally changed. As the above-mentioned insiders said, the ultimate goal of anti-monopoly is to restore the competition order and safeguard the interests of consumers, rather than simply lowering prices, to truly achieve this goal, many industry experts. In an interview with reporters, after the storm of anti-monopoly law enforcement, the auto industry system needs to be completely rebuilt, including changing the current brand authorization model and adjusting the import tax rate.
In 2005, China introduced the "Automotive Industry Policy" and "Automobile Brand Sales Implementation Management Measures". The "Measures" proposed to adopt the internationally accepted automobile brand authorization business model. The operators only need to obtain the automobile supplier's brand sales authorization and comply with relevant regulations. By obtaining the business license of the industrial and commercial department, you can operate the brand car.
However, at the practical level, with the 4S shop model becoming the mainstream business format, this authorization model not only blocked many auto import traders from importing cars from abroad, but also the auto market and auto trading market without authorization. Engaged in car imports and car sales. On the other hand, as an entity with independent legal personality, it is not a car 4S shop of a car supplier subsidiary, but now it also has a serious “dependency” for the car supplier, which fully controls the high cost of the 4S shop. Established distribution network.
In this regard, Dong Yang, executive vice president and secretary general of China Association of Automobile Manufacturers, said in an interview with the Economic Information Daily that the starting point of the Measures is to be responsible for consumers and to play a positive role in regulating the automobile market. . However, according to this management method, there is a hidden danger that auto manufacturers are given the power to manage the sales system.
In recent years, there have been several rumors about the revision of the Measures, and they have all been put on hold. There is no timetable for when to advance.
In response to the current brand authorization model, the relevant departments seem to have started their actions recently. The State Administration for Industry and Commerce issued an announcement on Friday. Since October 1 this year, the State Administration for Industry and Commerce will stop the implementation of the record of the automobile dealers and authorized dealers of automobile brands. The news immediately triggered strong market attention. Many people think that this is a signal that the government wants to break the general dealer model. However, according to relevant experts, in the future, the dealer’s business scope will no longer indicate the sales of a certain brand of cars, but it does not mean that A 4S shop can sell multiple brands of cars. Moreover, the "Measures" did not restrict a 4S shop to sell only one brand, the key is whether it can be authorized by the car supplier. These changes are some technical changes, and do not involve the essence of authorized sales of automobile brands.
According to relevant analysts, in the beginning of China’s accession to the WTO in 2001, in order to avoid the impact on national brands, the national brand growth space was given, and at the same time, higher tariffs were imposed on related foreign brands, taking automobile as an example. The tax payable on an imported car is about 1.83 times the price of the car. This also gives some foreign car companies the opportunity to set an excuse for setting the price of the product to an abnormally high level. This time, taking advantage of the opportunity that the anti-monopoly stick is about to fall, we can also expect the relevant departments to properly apply the foreign-funded brand import tax rate. Adjust to better protect consumer rights.

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