Chen Wenkai: Market opportunities and challenges coexist after transformation of parts and components companies

I am very grateful to all of you for coming to this "China's auto aftermarket credible brand certification platform launch ceremony." First, let me introduce what the certification brand is, why it should be promoted and how it works.

China's auto aftermarket is a broad concept. The postmarket we define here is limited to the circulation and maintenance of auto parts in the aftermarket independent market. The trusted brand mainly refers to the two major categories of auto parts and supplies, and has nothing to do with other used cars, finance, etc.

In 2010, sales of Chinese automobiles grew by more than 30% and sales reached more than 18 million. China has become the world's largest production base and the largest automotive market. The supporting parts companies basically enjoyed the joy of high-growth conditions, while the companies in the after-sales market have long been in a disadvantageous situation. However, we have to note that the sales growth of automobiles in 2011 was less than 3%, and some of these sales were hidden in 2010 and the backlog of 2011 inventory, so the actual growth may not be as good as 2010. Looking at the global auto market, we can find that once there is no rapid growth in sales, there will be mergers and acquisitions, and competition will become more intense. The complementary market attached to the entire vehicle shows its lack of growth. Therefore, 2011 is not good news for supporting companies, and in 2012, it will no longer enjoy the leaps and bounds of growth.

The situation in the automotive aftermarket is relatively optimistic. As of August 2011, China’s vehicle ownership exceeded 100 million for the first time, and the substantial increase in holdings has brought tremendous business opportunities to the automotive aftermarket. It is expected that by 2016 China’s auto market will exceed 7,000. 100 million yuan, amazing growth. As a result, many companies have transformed and turned their attention to the aftermarket. For example, Bosch sold its basic brake business but retained its main products in the subsequent market. Therefore, it can be seen that the auto market has unlimited potential.

In the automobile supporting field, there will be a periodic trend with vehicle sales, but this is not the case after sales, which has also led domestic and foreign companies to be optimistic about the aftermarket. However, when the company entered the Chinese auto aftermarket, it found that the post-market in China is not very good. According to estimates by Frost & Sullivan Consulting, the global sales of counterfeit auto parts are estimated to reach 45 billion U.S. dollars (307 billion yuan), several times more than the 82 billion yuan in 2008. What is more, according to the Japan Automobile Parts Association, 83% of counterfeit products in the world are located in China. And the media have also exposed fake and shoddy products, such as CCTV 2 sets of "Weekly Quality Report" column reports: Automotive air conditioning refrigerant market more than 90% of the refrigerant are fake and shoddy. Due to the lack of management in the industry, consumers often buy counterfeits and will cause a lot of complaints. Therefore, the industries, companies, and consumers will all face the pain of the development of the automotive aftermarket. This has caused many companies to sigh. As cars gradually enter the family, consumer demand for accessories will greatly increase, but the monopoly in China is relatively serious. In the United States, the independent aftermarket accounts for 70%, and the relatively conservative Germany also accounts for 55-60%.

The industry has become increasingly chaotic, and products have become more and more fake. This has greatly damaged the interests of consumers and has also deprived consumers of the right to use genuine products. Consumers' trust in the auto parts market has been getting lower and lower. For example, our previous research results have investigated 10 brands of LOGOs for quick repair shops, first- and second-level repair shops, and 4S stores. Only two brands are known to each other; in addition, we investigate the products of Mahler. There has been a MALE counterfeit Mahler, and the real Mahler should be MAHLE. In view of these circumstances, the automobile aftermarket needs a method to solve. Consumers also hope that a professional, authoritative, and fair platform will emerge, promote the development of the industry, support the driving and driving of inferior products, and purify the market. Therefore, we launched the "China Automotive Aftermarket Trusted Brand Certification Platform", the China Circulation Association as a support unit, the Ministry of Commerce's Credit Rating and Certification Center for certification, and the Gasgoo Brand Research Center as the sponsor, the three parties will play their respective advantages. , in accordance with the authority, fairness, professional concept of certification, and the official website of the trusted brand certification platform will be formally launched on January 16.

Trusted brand certification is extremely stringent. It requires downloading, submission of declaration forms, preliminary screening, summative research, certification review, and licensing, and the company needs to meet two rigid conditions. First, satisfaction with product quality should be 95. % or more, followed by the market position of the product. It needs to be emphasized that our certification will only charge a certification fee, and there will be no phenomenon of spending money on the certificate. Moreover, the certificate is valid for one year. If there are major quality problems within one year, the certification will be cancelled in time.

The introduction of the platform will purify, upgrade and standardize the market to promote the healthy and orderly development of the industry, which will help highlight the brand power of high-quality companies, prevent counterfeiting and infringement, and protect the rights and interests of enterprises. For consumers, they will provide genuine understanding and search channels. Prevent the purchase of counterfeit goods and protect the interests of consumers. Certified companies will receive special awards and logos, official website displays, and reports to relevant departments of the Ministry of Commerce and online icon links. At the same time, we will conduct online tours of 100 cities under active online promotions. The help companies will sink their brand.