In recent years, the competition in the auto parts industry has become increasingly fierce, and the difficult situation in the auto parts market has been difficult to change over time. Businesses, manufacturers and distributors have been searching for solutions to the difficulties. However, the key is that auto parts companies must recognize the development trend, establish a new marketing concept, and open ideas with ideas. They are afraid of not having a way out and they are afraid of thinking. It is necessary to actively establish a marketing system to increase the value of customers by further integrating the supply chain resources of the auto parts market, increase customer satisfaction and loyalty, and win the initiative in the auto parts market competition.
1. Gradually move from physical product marketing to intangible service marketing, especially in the common parts of automobiles. After many years of R&D and production by large number of manufacturers to mass production day after day, the products have basically entered homogenization. During the period, prices became the top priority in the current market. In fact, evading price warfare risks and ultimately embodying the differences and reflecting advantages are services. This service includes guaranteeing timely delivery, orderly specification of returns, providing effective and effective guidance for dealers' operation and management, and timely delivering latest information to dealers. Market information, assist dealers to train end customers, etc. This is a fundamental trend and it is an inevitable choice for businesses to break through and improve the service manpower and shape new strong competitiveness. Of course, due to the different status of each customer, the content requirements for the service are also different. This requires the service to be precise, to suit the different needs of different customers, and even to ten times the passion of the lover, accurate and comprehensive. Understand the customer's management situation, the situation of the main competitors in the local market, what kind of products are suitable for the agent to open the market, what kind of profit space there is, etc., and plan the interests of the customer first, so that the other party can convincedly To cooperate with oneself to jointly seize the market and achieve a win-win result.
2. Gradually move from tactical marketing to strategic marketing. Now and afterwards, the competition between manufacturers or merchants is no longer merely through certain skills, such as the low cost at no cost, or there are some flexible approaches and a short-term The sensation of promotion will be successful, but it will require long-term strategies, such as the transformation of the corporatization structure, the rational allocation of resources under the reorganization of the supply chain, and the formation of its own strong marketing team. It is truly possible to enable businesses to achieve continuous, solid success.
Especially for the selection of auto parts products, a technology-focused industry, whether it is recommending brands or building sales networks, has a layout plan, gradually promotes, and gradually cultivates reputation, reputation and trust among customers and users. process.
Nowadays, the demand for auto parts market is in a period of transition from scale to diversification, and each market share is not likely to have big breakthroughs. As a car accessories business, it is attacked and defended. It is specialized in management, or horizontal development. It is the main push brand strategy, or the direction of technical marketing, is the extension of industrial chain development, or simply cross-industry investment, are When making strategic choices based on your existing resource advantages. Regardless of such choices, we should all soberly realize that any strategic change in strategy must take the most important direction. That is, the direction is more important than speed, and strategy is the prerequisite for development.
3. Gradually move from a distribution platform to a network platform, from the original general marketing to the network marketing. The importance of establishing a network is already a consensus in the industry. The management and service of network customers and the network are built up to vertical depth and are the major network leaders. The core of a round of competition. In the past when profits were lucrative and market prices were less volatile, warehousing costs, transportation costs, and cargo damages were not yet valued by operators. Now that profit margins are getting smaller and smaller, costs are rising steadily, and sales data are increasing. The analysis management, real-time control of the warehouse data information and even the situation of the franchisees, agents, distributors and the sales situation need to be mastered in time. Lower cost, quicker initiative to attack the market.
4, gradually from the satisfaction of customer needs to create customer demand In the current over-competitive auto parts market, just to meet customer demand has been far from enough, trapped, companies with similar products can also meet customer needs. Then, must we create demand from the general satisfaction of demand and guide the market to create demand? It is to find the difference in consumer demand. What is more, it is not from the point of view of the physical product but from the perspective of the different and specific needs of its consumers to segment the market and launch its own special products. Businesses that operate auto parts know it. In the past two years, when the OEM was popular, there were only dozens of brands of shock absorbers on the market for only one brand of automobiles. Manufacturers and merchants continued to take market share with new brands and low prices. However, when the “special-purpose†shock absorber with the concept of “maintenance service site-specific†was introduced, it immediately caused the original auto parts market, which had been plagued by turbulence, to distribute this series of shock absorbers from top to bottom. Device.
In order to protect the market, some regions have even implemented limited supply, followed by fake counterfeiters. This is a typical example of using sub-markets to create demand. The best policy for struggling is to win without fighting. What is the victory without fighting? It means that companies are required to constantly understand their own customers, constantly approaching customers, and getting closer to customers, the more they will stay away from competitors. It is necessary to make every effort to keep up with the competitors, misplace them, reflect their own characteristics, meet their special needs with their own resource advantages, be good at discovering information, that is, discovering market demands, and any type of information that is positive and negative is useful. . The fault of competitors' products is the market. Their own shortcomings overcome new markets and selling points. The principle of the market's invariability is to change forever. Only innovation and creativity will have a continuous market space.
5, gradually from general marketing to large marketing, to corporate culture marketing and social marketing corporate culture, including values, management systems, corporate image, etc., is more and more modern companies rely on the "soft" ability. Corporate culture has distinct personality and characteristics for different companies. The auto accessory dealers who are determined to be “hundred-year-old stores†should gradually establish a long-term corporate development and take into account the corporate culture of social progress, and integrate corporate culture into the long-term development strategy of the company. In the business policy, it penetrates into every aspect of the company's operation and management, and finally forms a unique corporate image in the market through its own products and services. Only in this way can it become an evergreen “evergreen tree†in order to escape the auto parts once and for all. The loss of customers brought about by the price war in the market, and become the spiritual leader that dealers rely on.
The essence of marketing is marketing culture, which is to create and transfer a kind of money-making effect, a product standard, industry standard and fashion standard, and finally form the customer's living standards and social standards through marketing, so as to achieve their own profit goal.
6, gradually from the independent operation of single-handedly to corporate alliance-type cooperative marketing This not only refers to the current many industry alliances, but also includes its own close raw material suppliers, product distributors, logistics and transportation companies, etc. In-depth cooperation, re-integration of resources in the supply chain, the establishment of a new type of collaborative relations, resource sharing, according to the advantages of re-planning responsibilities, rights, benefits, in order to seek common development at low cost and to benefit customers.
1. Gradually move from physical product marketing to intangible service marketing, especially in the common parts of automobiles. After many years of R&D and production by large number of manufacturers to mass production day after day, the products have basically entered homogenization. During the period, prices became the top priority in the current market. In fact, evading price warfare risks and ultimately embodying the differences and reflecting advantages are services. This service includes guaranteeing timely delivery, orderly specification of returns, providing effective and effective guidance for dealers' operation and management, and timely delivering latest information to dealers. Market information, assist dealers to train end customers, etc. This is a fundamental trend and it is an inevitable choice for businesses to break through and improve the service manpower and shape new strong competitiveness. Of course, due to the different status of each customer, the content requirements for the service are also different. This requires the service to be precise, to suit the different needs of different customers, and even to ten times the passion of the lover, accurate and comprehensive. Understand the customer's management situation, the situation of the main competitors in the local market, what kind of products are suitable for the agent to open the market, what kind of profit space there is, etc., and plan the interests of the customer first, so that the other party can convincedly To cooperate with oneself to jointly seize the market and achieve a win-win result.
2. Gradually move from tactical marketing to strategic marketing. Now and afterwards, the competition between manufacturers or merchants is no longer merely through certain skills, such as the low cost at no cost, or there are some flexible approaches and a short-term The sensation of promotion will be successful, but it will require long-term strategies, such as the transformation of the corporatization structure, the rational allocation of resources under the reorganization of the supply chain, and the formation of its own strong marketing team. It is truly possible to enable businesses to achieve continuous, solid success.
Especially for the selection of auto parts products, a technology-focused industry, whether it is recommending brands or building sales networks, has a layout plan, gradually promotes, and gradually cultivates reputation, reputation and trust among customers and users. process.
Nowadays, the demand for auto parts market is in a period of transition from scale to diversification, and each market share is not likely to have big breakthroughs. As a car accessories business, it is attacked and defended. It is specialized in management, or horizontal development. It is the main push brand strategy, or the direction of technical marketing, is the extension of industrial chain development, or simply cross-industry investment, are When making strategic choices based on your existing resource advantages. Regardless of such choices, we should all soberly realize that any strategic change in strategy must take the most important direction. That is, the direction is more important than speed, and strategy is the prerequisite for development.
3. Gradually move from a distribution platform to a network platform, from the original general marketing to the network marketing. The importance of establishing a network is already a consensus in the industry. The management and service of network customers and the network are built up to vertical depth and are the major network leaders. The core of a round of competition. In the past when profits were lucrative and market prices were less volatile, warehousing costs, transportation costs, and cargo damages were not yet valued by operators. Now that profit margins are getting smaller and smaller, costs are rising steadily, and sales data are increasing. The analysis management, real-time control of the warehouse data information and even the situation of the franchisees, agents, distributors and the sales situation need to be mastered in time. Lower cost, quicker initiative to attack the market.
4, gradually from the satisfaction of customer needs to create customer demand In the current over-competitive auto parts market, just to meet customer demand has been far from enough, trapped, companies with similar products can also meet customer needs. Then, must we create demand from the general satisfaction of demand and guide the market to create demand? It is to find the difference in consumer demand. What is more, it is not from the point of view of the physical product but from the perspective of the different and specific needs of its consumers to segment the market and launch its own special products. Businesses that operate auto parts know it. In the past two years, when the OEM was popular, there were only dozens of brands of shock absorbers on the market for only one brand of automobiles. Manufacturers and merchants continued to take market share with new brands and low prices. However, when the “special-purpose†shock absorber with the concept of “maintenance service site-specific†was introduced, it immediately caused the original auto parts market, which had been plagued by turbulence, to distribute this series of shock absorbers from top to bottom. Device.
In order to protect the market, some regions have even implemented limited supply, followed by fake counterfeiters. This is a typical example of using sub-markets to create demand. The best policy for struggling is to win without fighting. What is the victory without fighting? It means that companies are required to constantly understand their own customers, constantly approaching customers, and getting closer to customers, the more they will stay away from competitors. It is necessary to make every effort to keep up with the competitors, misplace them, reflect their own characteristics, meet their special needs with their own resource advantages, be good at discovering information, that is, discovering market demands, and any type of information that is positive and negative is useful. . The fault of competitors' products is the market. Their own shortcomings overcome new markets and selling points. The principle of the market's invariability is to change forever. Only innovation and creativity will have a continuous market space.
5, gradually from general marketing to large marketing, to corporate culture marketing and social marketing corporate culture, including values, management systems, corporate image, etc., is more and more modern companies rely on the "soft" ability. Corporate culture has distinct personality and characteristics for different companies. The auto accessory dealers who are determined to be “hundred-year-old stores†should gradually establish a long-term corporate development and take into account the corporate culture of social progress, and integrate corporate culture into the long-term development strategy of the company. In the business policy, it penetrates into every aspect of the company's operation and management, and finally forms a unique corporate image in the market through its own products and services. Only in this way can it become an evergreen “evergreen tree†in order to escape the auto parts once and for all. The loss of customers brought about by the price war in the market, and become the spiritual leader that dealers rely on.
The essence of marketing is marketing culture, which is to create and transfer a kind of money-making effect, a product standard, industry standard and fashion standard, and finally form the customer's living standards and social standards through marketing, so as to achieve their own profit goal.
6, gradually from the independent operation of single-handedly to corporate alliance-type cooperative marketing This not only refers to the current many industry alliances, but also includes its own close raw material suppliers, product distributors, logistics and transportation companies, etc. In-depth cooperation, re-integration of resources in the supply chain, the establishment of a new type of collaborative relations, resource sharing, according to the advantages of re-planning responsibilities, rights, benefits, in order to seek common development at low cost and to benefit customers.
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