Roundtable dialogue: Model parts auto parts suppliers to break the stage of thinking

Recently, the 2024 auto parts supplier - Broken Bureau Advanced Summit was successfully held in Hangzhou, and auto parts elites from all over the country gathered to listen to a wonderful summit with wisdom and innovation.

The first round table dialogue of the summit centered on the theme of "Model parts auto parts suppliers break the bureau and advance thinking". Fu Xiaojun, the founder of Poly Auto network, served as the host of the round table dialogue. At the same time, invited to the resort auto parts Co., Ltd. domestic sales director Xin Shucheng, Zhejiang Zhuanghe Auto parts Co., LTD. General manager Zhuang Zhanwu, Heart alliance (Zhejiang) Enterprise Management Co., LTD. Vice chairman Cen Guowei, Hangzhou full match Mutual win auto parts Co., LTD. Chairman Ma Huichang, Huali auto parts chain general manager Sun Yaowei and other guests carried out a wonderful analysis and discussion. Around the pain and difficulty of model parts management, the current industry problems and challenges were wonderful to share.

Fu Xiaojun: This summit has set up a special topic on vehicle parts. The model part itself involves more factors, such as authorization, circulation, etc., for this reason, we invited several guests to the stage to discuss how to break the model part auto parts supplier to advance.

First of all, please welcome General Xin, you as a world-renowned brake disc manufacturing enterprise, for many models of OE supporting, you can from what aspects for the model parts to bring promotion? Is it product power? Or data?

Xin Shucheng: In September this year, we visited 19 corporate customers of model parts, and also visited the warehouses of these customers. Everyone generally mentioned a difficulty: the turnover of model parts is very slow, but it is not possible without it. This is also an old question. According to the user portrait of the whole car parts market, what can this separate category of Shengdi do?

Share with you a set of data, in the first half of the year, the new 4S stores closed down nearly 2,000. Let's look at another set of figures, each 4S shop fixed customers between about 40-150. When the performance of these 4S stores is declining or closed down, what changes have happened to the user portrait? In the past, some end users of the whole car parts included 4S stores, some did not include 4S stores, and some chose specialized repair shops. This is the user portrait of the next whole car parts. In this case, how can we stand out in the market?

The first is to play the advantages of the product. I think we can package the product line, like the shrapnel bag at the resort. One of my ideas is to package the product line, like resort and shrapnel kits, we have a showroom off-site, is there a package for the whole car? It used to be a circulating part. Can you add a label now? Based on this label, do projects with the repair shop, do projects with customers, and do implants.

Fu Xiaojun: Many parts should pay attention to the whole, so dozens or hundreds of them are very scattered, and in this respect, market fission can be promoted in the way of projects. The following four representatives of the whole car parts are invited to share their views, whether this can be communicated with the model parts, and help the enterprise reduce the burden by packaging products.

Next, I would like to ask Zhuang, you started a business in 93 years, and now you are still doing an upgraded version of Changan Star. In this process, in addition to following up the model, what are the other ways to follow up the main product? How are your approaches to market development different?

Zhuang Zhanwu: Every enterprise has its own way of survival, and the profit model is definitely the key. If the enterprise does not have its own profit model, it is difficult to grow, and it will not be long. From our point of view, we just want to make the model fine, complete, and do well, so that the visibility of the company will slowly expand, and will attract more peers and auto repair companies' attention. After so many years of development, how did we transform?

The first is to enhance their core competitiveness. The biggest difficulty to do the whole car is to turn yourself into an all-around champion, which is sales, procurement, finance and human resources, all at once. By the time of 2017, I felt powerless, the management is becoming more and more difficult, there are nearly 40 franchisees to manage, and the warehouse has moved many times during the period, but the more and more chaotic. In 2018, Batulu entered Hangzhou, and the two companies conducted warehouse hosting cooperation, and because of this cooperation, I began to realize that we should do standardized warehouse management and have professional people to do professional things. Because we had some problems in the service process to the customer before, such as sending the wrong goods, not keeping up with the time, and the warehouse is dirty and bad.

I also often say a word with peers, some bosses do big, stay in the warehouse, do warehouse custodians, this value is not equal. If we can find a warehouse hosting service provider suitable for enterprises, free ourselves, but also speed up the speed of delivery, capacity conversion and so on.

In fact, the transformation of service providers and the transformation of new models are the same, there is a new model on the market, and the goods will all arrive tomorrow, and we must follow this rhythm, otherwise it will be easy to be eliminated by the market.

Fu Xiaojun: Doing the demonstration management of the warehouse is also a step forward, because professional people do professional things. In the past, model parts to the front to do sales, not two years is difficult to come out, to cut vegetables, vegetables, and now digital can help you quickly enter the role, fast billing, is also a kind of advanced.

Xin always talked about product packaging, you talked about the release and relief of warehouse management, what measures did Cen always do to release themselves, so that they can easily run forward?

Cen Guowei: We are based on accidents, and Zhuang's inventory structure is very different. Zhuang always prepares every screw and nut, and we mainly prepare the "four doors and two covers" of the accident parts, involving many models and many brands. Over the years, we have spent a lot of energy, invested a lot of costs, tailor-made to adapt to the internal situation of the enterprise ERP system, but also let us in the purchase, sales and inventory, after-sales, comprehensive finance and other sectors really feel convenient and easy.

At present, many companies are considering the relevant layout of the new energy sector, and we also have our own new ideas. In this process, I personally think that the training of talents is the most critical. During this period of time, I visited a lot of manufacturing factories, repair stores, battery repair supply stores, etc., in the visit, I can also feel that the industry talent is very scarce, many companies are recruiting every day, but after the post is not competent, why? Because the talents recruited by some enterprises are not electricians, most of them are used to do mobile phone repair. In addition, I think the business has specialized, we still have to do their own service of the service, the plate to do well.

Fu Xiaojun: Mr. Ma, have you enjoyed the good results after the merger? Can share.

Ma Huichang: Now I should not say the whole car parts, but the covering parts. Why not the whole car? In fact, we have not been able to do the whole car, many have been diverted, such as brake discs, spark plugs, belts and so on. What we mainly do now is four doors and two covers, such as starting pumps, water tanks, air conditioners are specialized to do, some insurance companies to quote us to do, if the insurance company does not come, we will have fewer and fewer opportunities.

At that time, our four enterprises merged into one, the original intention was the same, because the market had begun to roll up at that time. Whether it is Korean or American, or Japanese, many warehouse accessories are overlapping, and the production capacity is excess. After the four companies got together, key aspects such as process, management, and customer maintenance were improved. My personal business management is relatively small, the supervisor is financial. Some people say that the core of an enterprise is business, I think it is financial, because finance is the terminal, all problems will be reflected in the financial. Why are many companies not strong, do not do fine, I think in terms of finance, including many repair plants have problems.

For example, there are many repair shops that are cheap, saying, "Boss, give me a discount, I don't want an invoice." Is this legal? I think it is not right, you have not created benefits for the country, you have not paid taxes, and of course this enterprise is not big or strong. I think we can invoice as much as we need. I don't think it's necessary.

In November, we will be nine years old, and we will have dozens of families to shoulder this responsibility. Now the development of new energy is very fast, we also value it, and we are trying, but the word we encounter is "difficult". Because many new energy resources are in the Oems, 4S stores, including many comprehensive maintenance plants. For auto parts suppliers, many people are not so understanding of new energy vehicle parts, no relevant experience, and do not dare to enter parts, because it is difficult to turnover. Money can not take the goods or take the goods will not be repaired, are the key problems in the industry.

Fu Xiaojun: Yaowei, please tell me briefly how you feel after going to sea.

Sun Yaowei: Huali in China is mainly to do domestic trade, 13 years, 14 years began to do foreign trade. At that time, it was mainly offline, from Shanghai to Frankfurt to the North and South, the Middle East, Russia and other offline exhibitors, to now ten years, the first six years of profit is relatively thin, the growth rate is relatively slow. In 2021, we have 10 million, but in 2022, we have exceeded 15 million, last year, we have exceeded 20 million, and this year, we have almost 30 million, which is the data of foreign trade.

The Great Wall is our advantage, we must give full play to the advantages of the Great Wall. However, our overseas customers are not limited to operating foreign dealers, nor limited to a model, such as the Great Wall, most of them are also doing Chery, Geely, Jianghuai, so after the relocation in 2022, we based on the advantages of the Great Wall, let Chinese cars go to sea. Now the Great Wall accounts for 60%, and the other nearly 30% are other models of Chinese cars.

Fu Xiaojun: Are you doing the integration of vehicle parts to the overseas market?

Sun Yaowei: Before 2022, it was all offline, and after 2022, it added online international stations and other channels.

Fu Xiaojun: In recent years, the growth rate has accelerated significantly. Originally, we only did the Great Wall, and now we integrate all kinds of models. Next, please talk about whether it is a model part or a whole car part, is there any better experience in digitalization to share with us?

Xin Shucheng: We often talk about the digitization of the factory, and the automation of many equipment is also transformed by me. When I was doing factory automation, I often said: without standardization, automation is to get yourself into trouble. Only by doing standardization, can be qualified to do automation; Only when automation is integrated, can the next step of digitization and intelligence be carried out, and the same is true for warehouse management. In July 2022, our company's internal warehouse stored 7 million brake discs, at that time we sold 70 million a year in the domestic aftermarket. Today, our warehouse inventory is 4.7 million, and we can sell 140 million a year.

I just said that the principle of packaging is the same, I give each product A label, used to be based on the sales of A, B, C, D different grades, today I attach 144 labels to it, I found that the labeling process is actually the standardization process of each product circulation. The same car, such as Changan Star has just been said, Changan Star in Beijing is 10,000 units, in Shanghai is 5,000 units, there are 100,000 units in Yantai, so each model has its own attributes in each region. Today, our label is divided into internal model level, circulation level and country level, through the three levels of each product label, set the upper and lower limits of inventory, which is what everyone was doing before. So everyone is doing this job, why do you do it or not manage the inventory? Because standardization is not enough, the background of digitalization is standardization, which is the most basic operation.

Fu Xiaojun: First standardization, then automation, and finally digitalization and intelligence. For each model, there is a distribution of customers in the Zhejiang region and the entire East China, and portraits can be made to make the product have a high and low priority ratio. Mr. Zhuang, do you have any exciting results to share with you?

Zhuang Zhanwu: Last month we in Hangzhou auto parts to do the case to share. We put a Changan brand new energy vehicle on the booth, arranged 6 anchors, sold products in this way, obtained a lot of traffic, but also converted a lot of orders. So we have to realize that this is no longer a time when there are products at home, when insurance companies come to do orders, and when there is no waiting. We need to be proactive and get customers the way we're getting them now.

Fu Xiaojun: Mr. Cen, has your brand surpassed the whole car parts or model parts?

Cen Guowei: From 2008 to now, there is no advantage of covering all car parts, and the output value is still completely behind. But now we have a great opportunity, which is the foreign market. We found a problem, we are selling our own products, I decide the price. From this point of view, to share with you, to have their own things, if China's own brand models did not develop so well, foreign people will purchase from us?

Fu Xiaojun: There are several problems about the model parts. One is historical reasons, the fundamental model to continue to follow, if you can not keep up with it was taken away by others. Second, it is the trend and development path led by the insurance company. Now the insurance company does not care about or has little control, we need to develop our own brand, develop our own market, and go out.