Increased competition among multinational component giants vie for layout of aftermarket

On January 25, 2016, WABCO launched the ProVia brand of intelligent aftermarket accessories. At the end of last year, Walton Battery, the after-sales brand of Johnson Controls ' energy power business, opened a brand remodeling program in China. At the end of 2014, Bosch opened a franchise car service business in China through Bosch Automotive. This series of actions shows that multinational component companies are struggling to manage and “the next big game of after-sales”.

Multinational Components Giant Changes from "Infighting" to "Brightening Sword"

The aftermarket has ushered in a good opportunity for development

"China's auto market has ushered in a period of rapid growth." On January 27th, Xu Haidong, Secretary General of the China Automobile Industry Association's Aftermarket Committee, said in an interview with reporters that China's auto ownership will reach 170 million units in 2016, a huge aftermarket Space will undoubtedly accelerate the entry of parts and components companies from all countries.

Since 2014, various ministries and commissions of the country have intensified efforts to break down the horizontal and vertical monopoly of auto parts. Mao Limin, president of Bosch Automotive Aftermarket Greater China, said in an interview that the government and industry associations have gradually increased their attention to the auto aftermarket. A series of policies aiming at eliminating monopolies are driving the industry to become healthier, more transparent and more open. The direction of development. He said: "The disclosure of vehicle maintenance information means that competition has increased. For example, full-vehicle parts and components companies must introduce a variety of positioning quality accessories to meet the needs of 4S stores and terminal owners."

Currently, domestic commercial vehicle companies have considerable differences in channel management and pricing mechanisms from passenger vehicles. Therefore, the competitive environment of the commercial vehicle aftermarket and passenger vehicle market is not exactly the same. Yu Sujie, vice president of WABCO Group and president of Asia Pacific and China Business, told reporters that in recent years, the domestic after-sales market still has acts that harm users' rights. The introduction of ten ministries' guidelines will promote the gradual standardization of the commercial vehicle aftermarket.

The multinational parts and components companies have entered the Chinese automobile aftermarket, and most of them are due to the complete vehicle business. However, with the growth of China's auto ownership, the expansion of the auto market, and the increasingly standardized market environment. For the strategic layout of China's auto aftermarket, multinational component companies have changed from the initial "undercover war" to "light sword."

Rapid growth in China aftermarket

At the end of 2011, Bosch acquired Taiwan’s Yanghong Group and officially opened China’s automotive aftermarket business. "Over the past five years, Bosch Automotive sales in China have maintained a near-double-digit compound growth," Mao Limin said. At an independent repair station, we launched a service station service concept that meets various market needs and is divided into Bosch diesel service stations. Bosch Diesel Service Center and Bosch Truck Association. After more than a year of development, Bosch Automotive has over 150 franchisees in China. In the mainframe supporting field, we provide OEM equipment contractor service solutions for distributors (such as 4S shops) and help 4S shops to conduct maintenance station layout, equipment purchase list consultation, and employee training. Thanks to its full-product strategy for diagnostics services, Bosch Automotive has a leading position in the Chinese market.

More than Bosch, Federal-Mogul, Delphi, Continental, Michelin and other multinational auto parts companies have also laid out the automotive aftermarket. It is understood that 40% of Federal-Mogul's business comes from the aftermarket.

WABCO's parts and components products sold in the aftermarket are currently in sync with ancillary products, including domestic and foreign matching trucks, buses, trailers and sedan products; it also provides repair programs and tools for repair shops and teams. Yu Sujie said that in the past 10 years, WABCO's annual sales growth in the Chinese aftermarket has maintained a double-digit growth rate.

One of every three filters in the world comes from MANN+HUMMEL. Currently, MANN+HUMMEL has two major after-sales brands: MANN Filters and Industrial Filters. The industrial filter is the mid-range after-sale brand launched by MANN+HUMMEL after the acquisition of Industrial Filter Co., Ltd. to meet the needs of different users.

The tire companies Michelin and Continental have long enjoyed a high reputation in the aftermarket in China and the development is also very stable.

Hella and Marelli, famous for their production of headlamps, laid out China's aftermarket as early as 10 years ago. At the Frankfurt Fair held last year, Gong Xiaoxia, General Manager of the Aftermarket of the Asia-Pacific region of Marelli International Trading (Shanghai) Co., Ltd., told this reporter that Marelli's sales in China's aftermarket was RMB 60 million in 2014. Doubled. Johnson Controls also exhibited its high-end seat brand launched in the aftermarket of European countries at the Shanghai Auto Show last year.

Xu Haidong believes that multinational component companies have their own advantages in the aftermarket development. For example, firstly, the parts enterprises that come to China for deep cultivating have a certain brand awareness; second, the European and American countries have a relatively standardized automotive aftermarket, and they all have relatively mature development models; and thirdly, in European and American countries, some companies have a very large proportion of aftermarket services. Big, the company attaches great importance to it.

Accelerate the layout of independent aftermarket

The after-sales business of auto parts companies includes the aftermarket and aftermarket for the complete vehicle. In the past few years, the rapid development of automobile production and sales has brought many business opportunities to the after-sales business of complete vehicles. However, with the slowing down of the pace of development of China's auto industry and the loosening of vehicle sales channels, the space for this after-sale market has been limited. The current independent aftermarket has become a new growth point for the after-sales service of multinational parts and components companies.

Experts said that with the auto vehicle companies supporting, auto parts companies are affected by the economic cycle, but the aftermarket is not sensitive to the economic cycle, when the economic environment is in a weak economic cycle, auto aftermarket importance.

At the same time, opportunities and competition coexist. Foreign brands are also facing increasingly fierce competition, such as other foreign brands that are supporting the entire vehicle and homogenous parts that focus on the aftermarket. Mao Limin told reporters that in the independent after-sales market, faster access to vehicle data means that it is possible to introduce corresponding diagnostic equipment and accessory products to the market more quickly. This puts higher requirements on the efficiency and strength of product development for each brand. Whoever can more quickly market products that meet market needs will be more likely to gain market favor.

Cross-border auto parts companies have increased their investment in the auto aftermarket. It is reported that Bosch will gradually transform itself from a supplier of pure parts and equipment to a supplier of system service solutions. In 2014, Bosch Automotive established a business unit for the Greater China Region.

Currently, WABCO has 11 sales offices nationwide, 102 distributors, and 105 WABCO service partners. With the increase in sales and demand for WABCO after the domestic sales, the aftermarket and service network will continue to expand. Yu Sujie said that with the technical upgrading of domestic vehicles and the introduction of WABCO's high-end products, WABCO plans to build 200 service points and sales networks with Internet points in 5 years to provide full life cycle services for Chinese owners and teams. And parts supply. In 2015, WABCO released the WeChat public number and established a new channel for communication with customers and the market. It will help customers to understand WABCO's products and values ​​to a greater extent, and provide users with online services and interactions. In 2016, WABCO will further increase the development and promotion of the after-sales market in order to be closer to market demand and provide more complete and rich services and products for the aftermarket.

“Marelli wants to further expand the after-sales market through OEM support, and will also increase the number of sales stores and expand product coverage through cooperation with Chinese partners.” Gong Xiaoxia told reporters that in the future, Marelli’s auto sales business will focus on China and gradually expand to the Asia-Pacific region. area.

In China, Johnson Controls is one of the leading suppliers of battery original equipment for Mercedes-Benz, BMW, and Audi brands. Valta is the aftermarket brand of Johnson Controls' battery business. In 2016, Valta has increased its investment to make full use of the digital information dissemination platform in the Internet era to strengthen the emotional link between Warta and consumers.

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