In 2016, China's auto modification industry will enter the 2.0 era. "This is the first press conference made by Qin Guo, Secretary General of RA China Automobile Refit Industry Alliance, at the first press conference of the 12th Shanghai International Auto Customization Refit Expo (hereinafter referred to as "RA Reform Expo") held on August 6th. Judge.
It is reported that from October 21st to 23rd this year, the 2016 RA Re-Expo will be held at the Shanghai World Expo Exhibition and Convention Center. The three-day exhibition will focus on “customization, trend, value, and ecologyâ€. Through exhibitions, summits, exchanges, and trending conferences, we will discuss and discuss the outstanding problems and development trends in the development of the industry. Industry trends, consumption trends and market changes in the 2.0 era, and will release the "2016 China Automotive Customization Conversion Industry 2016 Development Trend Report".
â– Refit 2.0 "portraits" for cars
At the first press conference of the 2016 RA Expo, Qin said that after 12 years of development, China's car modification industry entered the 2.0 era this year.
It is understood that in the first half of this year, Qin Guo visited 50 domestic automobile modification enterprises and found that the business operation is entering a two-level development trend. Among them, 1/4 of the enterprises are in good operating condition, and one quarter of enterprises are struggling. He believes that 2016 will become a watershed in China's automobile modification industry. Enterprises need to do two things according to market changes: first, "to change a car suitable for road conditions", and secondly, "to adjust the driving style." Qin stressed that in the next three to five years, it will be a period of survival of the fittest in the industry. Excellent enterprises will take it to the next level. Enterprises that cannot adapt to market changes and adjust in time will be more difficult.
At the press conference, Qin Guo summarized the four characteristics of the car modification 2.0 era: First, the customized modification will be aimed at high-end customers, and the products have high added value, so we must ensure profits. Second, custom modification as a high-end product, higher than the level of selling functions and selling performance, can not only meet customer needs, but also create demand. Third, the refit companies should focus on establishing a brand, “deeply digging holes, accumulating grain, slowing down the king†and doing a good job of products. The conversion industry is still a niche industry, it is difficult to achieve a large enterprise scale, but can make a big brand. Fourth, "Do not do first, be the only one." Refit companies should not rush to occupy the market, but to meet the needs of market segments and achieve differentiated competition, the so-called "a trick, eat all over the sky."
■There is no big brand, only the big enterprise Qin Guo stressed that the car modification enterprise should recognize several trends in the era of modification 2.0. First, the market demand trend is subdivided, narrow and differentiated, so the precise marketing of the modified enterprise is very important. It is impossible for a modified car to form a scale benefit like a production car, so in the conversion industry, "there is no big brand, only big companies." Secondly, there are five trends in custom modification: the first is the OEM customization, which completes 80% of the assembly on the production line, and the remaining 20% ​​is different in the interior or exterior. The second is channel customization. After the 4S shop understands the customer's needs, it submits the order to the OEM to customize it or hand over the original car to the customer. The third is crowdfunding customization, that is, some customers with special needs submit the demand and funds to the OEM through crowdfunding, which is produced by the OEM. The fourth is personal customization, that is, the individual submits the plan to the conversion company according to the preference. The fifth is the partial function customization, that is, custom parts such as vehicle bumpers, and partial modification.
In order to comply with this trend, RA has changed a lot of work. According to reports, it is the earliest professional exhibition of automobile modification established in China. After 12 years of continuous development and adjustment, it has grown into an annual festival of automobile custom modification industry, promoting international exchange, enhancing industrial value, optimizing market structure, guiding industry trends, etc. The contribution is outstanding. Especially in the last two years, RA Reform Expo has been in line with the reform direction of the national supply side, focusing on guiding the development of customized high-end industries and personalized consumer markets, and has embarked on a road of development that is in line with China's national conditions and is highly differentiated.
In order to further promote the development of China's automobile modification industry, at the press conference, Zhu Kongyuan, secretary general of the Automobile Industry and Commerce Association (CADCC) of the National Federation of Industry and Commerce, signed a strategic cooperation agreement with Qin Guo. In the future, the two sides will cooperate in various fields to jointly promote automobile distribution. The cooperation between the business and the modified enterprise provides another path for the transformation and upgrading of the dealer. According to Qin Guo, the RA China Automobile Refit Industry Alliance will formally join CADCC at the 2016 RA Reform Expo to jointly establish the CADCC Custom Vehicle Refit Committee.
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