After Ali Joined The Bureau, The Local Life And War In The Market Was Upgraded Again

In the field of local life services, Alibaba is cutting into the automotive aftermarket to explore vertically.

On August 4, less than a week after the launch of the first Ali automobile consumption Festival, more than 30 auto companies, such as Volkswagen, Buick and Cadillac, issued ten billion car subsidies to tmall, which users can offset when they buy cars offline. At the same time, tmall car service platform announced the launch of localization strategy, opening free access for car beauty, maintenance, repair and other stores, and businesses opened tmall light store, which can enter Taobao, Alipay and Gaode three super apps with one click. At present, 70000 stores across the country have joined the tmall car service platform, covering 355 cities and more than 2700 districts and counties.

For a long time, behind the rapid development of the automotive aftermarket, there are also some problems, such as the information exchange is not timely, the charge management is not constrained, and the market management is relatively chaotic. But there are still huge dividend temptations in this market. According to the latest statistics released by the China Automobile Industry Association, China's auto sales reached 2.3 million in June, up 4.8% month on month and 11.6% year-on-year. The sales volume reached a record high in the same month. After the sale of automobiles, a 1.2 trillion Yuan automobile aftermarket has been created around the maintenance and repair services during the use of automobiles.

Before that, tuhu yangche, which Tencent shares, and Jingdong's own brand jing'antu, have been testing water in the industry for many years. In March this year, Cucurbita seed Car Co., Ltd. also launched a national franchise chain project. Does tmall catch up with the evening fair?

Integration perspective

In the past two years, the growth of the automobile industry has slowed down in an all-round way, and this year, affected by the epidemic situation, has fallen into a trough. Compared with the same period of last year, the automobile inventory index of China Automobile Association increased by 7.7% compared with that of last month.

Whether it is with pinduoduo or tmall, to inventory is an urgent matter for automobile manufacturers. As a result, online booking test drive, offline sales and car maintenance have gradually become closed-loop. However, the automobile aftermarket enterprises are mostly offline, the degree of brand chain is not high, and the service level is uneven. In 2018, Alibaba, together with Kangzhong, the leader of auto parts industry and auto Superman, a leading platform for automobile maintenance, established a joint venture company called new Kangzhong and launched the automobile maintenance brand "tmall car chain".

As a latecomer, increasing online and offline integration has become the focus of tmall. Since the beginning of March this year, 50 franchise stores have been opened in 11 provinces including Jiangsu and Fujian, including 4 in Shanghai. According to the information, there are more than 1600 tiger shops in Shanghai. The company expects to have more than 2000 workshops by the end of this year.

Why is it at this time? Yu Wei, general manager of Ali automobile business unit, said frankly in an interview with 21st century economic reporter that the upstream of automobile industry has high technical requirements, and only capital support is not enough. "The essence of the Internet is the matching of supply and demand, and everything Alibaba does is a platform based idea. Automobile Internet is a new opportunity, just like the stage of Taobao's initial stage in 2003, when the first batch of e-commerce sellers of clothing and electrical appliances were in. When the efficiency of traditional retail has problems, new channels will bring about changes in the mode. "

The epidemic has accelerated the process of automobile e-commerce, and also strengthened consumers' consumption habits of online car selection and purchase. In the past 618, tmall has brought more than 180000 orders to auto companies online. This is equivalent to the annual total sales of 150 4S stores under China's largest auto dealer group.

If tmall is not competitive with the local auto market in terms of sales pressure.

Hand to hand combat

Facing the trillions of automobile aftermarket, Alibaba's first opponent is Tencent. In addition to its early investment in tuhu car maintenance, the latter also established a joint venture with ExxonMobil, Mobil's dealers and tuhu last year to build a s2b2c business model and enter the Chinese automobile maintenance market. The joint venture will expand the "Mobil No.1 vehicle maintenance" network in China, and take advantage of the advantages of its partners in resources, talents and market to provide brand, digital and all-round automobile maintenance services.

Recently, Shanghai fuchuang Industrial Development Co., Ltd. officially launched the brand new Mobil No. 1 vehicle maintenance brand, and awarded the first batch of 5 Zhenxuan stores settled in Shenzhen. In the future, the brand new Mobil No.1 maintenance brand will expand its business through "franchise retail". By the end of 2030, the total number will exceed 4000 in China. In the second half of the year, tmall plans to start a large-scale effort. In the core cities of Southwest China, South China, Jiangsu, Zhejiang and Shanghai, there is a store every two or three kilometers to allow car owners to make an appointment for maintenance nearby.

For the current competition, Yu Wei believes that Tencent is more of a financial investment, while Ali's investment and investment are strategic in this respect, and it will only make a layout if it looks at an industry. "Tencent's biggest advantage lies in the connection entrance of the consumer side. However, any person or brand should have a good idea of its own positioning. What is the difference between the supply side and Tencent? The problem of traffic and efficiency is not enough to promote blindly. The most powerful ability of Ali is the ability of organization and operation, and everyone's starting point is different. "

With the opening of the second half of the anti epidemic campaign and the acceleration of digital transformation, a number of automobile 4S shops began to settle in tmall's "light stores". On the whole, after the Internet giants enter the automotive service market, from the perspective of the support given by each franchise store, their enabling policies include brand output, marketing capability output, system capability output, training and management mechanism output and supply chain capability output.

Zhang Yi, CEO of AI media consulting, said in an interview with the 21st century economic report that the production and sales of China's cars in 2018 both declined to 27.8 million and 28.08 million, respectively, down 2.8% and 4.2% year-on-year. The vehicle increment in 2019 and 2020 is almost stagnant, which also provides a golden period for the development of the post market. After all, there is room for increment in this mode in terms of commercial realization. At present, the development of China's automobile aftermarket is still in the blue ocean stage, and the key to the improvement of the whole industry lies in the personnel training system, service standard system, management norms and so on. "Price is only one aspect, and transparency and user experience are more important than any other product in the whole process of car service."

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