Who should be pricing the car after-sales service? Mercedes-Benz and BMW took the lead in promulgating some after-sales service prices. What is the NDRC's attitude toward this? Is it to give the car after-sales service price line, or to the car company to decide? Or is the pricing right for terminal sales completely assigned to the dealer? According to the International Business Daily survey, the tires belong to the dealers allowed by the car manufacturers, and have the pricing right after-sales accessories, but the same brand, the same model of products, the quotation of different dealers of the same car brand is very chaotic, reflecting The complexity of automotive aftermarket accessories. What measures will the NDRC take to achieve the important goal of the car's anti-monopoly – breaking the control of auto manufacturers in the after-sales accessories sector? What will happen again?
Since the Spontaneous Reform Commission launched an anti-monopoly investigation on the automotive industry, the benefits consumers feel are very limited: only the owners of Mercedes-Benz, BMW, Audi, and Jaguar Land Rover actually benefit from the price of their after-sales accessories. The NDRC’s huge fines for 12 Japanese “supply†suppliers who have been arrested have not had any impact on the after-sales prices of ordinary brands. As for the three models announced by Land Rover Jaguar, the price reduction of the three models, which are 1 million, 2 million, and more than 3 million high-end models, has almost no response in the luxury car market.
As anti-monopoly investigations continue, consumer expectations for further price cuts on imported and domestic luxury cars and their after-sales services have increased, which has directly led to a new round of holdings. Information from Beijing Asia City and SINOMACH showed that the import vehicle market increased by only 10% in July, and the increase from January to May was 25.9%. In July, the pressure on imported car stocks increased sharply, reaching a peak of 3.4 this year. . At the same time, according to the International Business Daily, the sales staff of the 4S stores of Mercedes-Benz, BMW and Audi are now afflicted almost every day by the question of whether the after-sales accessories will continue to cut prices, especially Audi, because of its after-sales service price. Exceeding Mercedes-Benz and BMW 1/3, some consumers who were originally scared away by the high cost of running cars are now likely to abandon Audi.
Why do consumers have such psychological expectations? The answer is simple: this is the result of the NDRC's direct intervention in corporate pricing. According to public information, Mercedes-Benz announced twice the price of after-sales accessories for more than a month. The first time was to "cooperate" with the "active performance" of the NDRC's anti-monopoly investigation (a decrease of 30% to 50%, July 1) The first implementation was because the first price cut "has not met the NDRC's expectations" (a 15% drop, implemented on September 1).
Many legal professionals told the International Business Daily that the media and consumers' understanding and expectation of anti-monopoly investigations are product price reductions. This is not the legislative intent of the Anti-Monopoly Law, nor the purpose of anti-monopoly investigation. According to Western legal practice, the Anti-Monopoly Law only prohibits different operators from harming consumers' interests through negotiated pricing. As long as there is no such behavior, enterprises have full independent pricing power, which is the most important for market economy and planned economy. One of the differences. But unfortunately, the auto antitrust investigation led by the NDRC has gone from the very beginning: in the absence of confirmation of the price conciliation of different operators, it is obviously a kind of government to put pressure on the investigated automakers. Planned economic thinking that interferes with corporate pricing.
What is even more puzzling is that after Mercedes-Benz announced for the first time that the price of after-sales parts was greatly reduced, a person in charge of the Automobile Distribution Association said: "When is it your turn to announce the price?" This is for distribution. Are you fighting for rights and interests? The reporter is not known, but the objective effect is that the car manufacturers and dealers are at a loss.
According to the search of the International Business Daily, only Mercedes-Benz and BMW have announced the price of after-sales maintenance in China. Audi has not announced it, but the reporter has collected relevant information from its dealers. See the table below for details:
According to the person in charge of the above-mentioned automobile circulation association, automobile manufacturers have no right to set after-sales service prices. If so, Mercedes-Benz and BMW announced their uniform maintenance prices in China suspected of violating the rules (the so-called "vertical monopoly"). The reporter called the National Service Centers such as Volkswagen, Toyota, and General Motors. The responses were “different from different regions, different purchase channels, and different labor costs. It is impossible to announce uniform maintenance prices. For details, please contact local distributors.â€
The reporters queried GM, Ford, Chrysler, Toyota, Honda, Hyundai, and BMW's US official website, all of which did not have public after-sales service price information. Relevant legal figures and American car owners told the International Business Daily that in the United States, prices including automobiles are open and transparent. One is based on market competition and the other is on anti-monopoly law. In other words, the US auto market is truly full of competition. As long as there is no suspected monopoly, whether the auto company announces the after-sales service price is entirely determined by its own. On the other hand, as a mature automobile market with a history of 100 years, the United States has “cleared†information on after-sales service prices, and manufacturers and dealers generally dare not be too outrageous.
A senior industry official told the International Business Daily that from the perspective of consumers, it is no better for auto manufacturers to announce after-sales maintenance prices. The difference in car-raising costs between competitors will directly affect their brand choices. Conversely, the disclosure of after-sales price information can further promote competition among car companies, and the ultimate benefit is still consumers. Isn't this an anti-monopoly investigation that should be encouraged?
One of the goals of the car anti-monopoly is to break the monopoly of auto manufacturers on the after-sales accessories channels and prices. According to the preliminary understanding of the automobile industry chain by the International Business Daily, the relationship between the supply of after-sales parts and the very complicated vehicle manufacturers and component suppliers is mainly due to the mutual control, shareholding relationship and intellectual property ownership between them. problem. Up to now, no one party, including the National Development and Reform Commission, has given a clear road map for releasing the supply of after-sales parts, which shows that it is difficult to operate.
We might as well imagine whether there will be chaos after the release of after-sales parts in China. The current situation is that auto manufacturers basically completely control the channels and pricing rights of after-sales accessories, dealers can only buy a small number of accessories, such as engine oil, glass water, interior cleaners, tires, etc. Tires are a special after-sales accessory. Because tire manufacturers can directly operate or develop franchisees around the world, dealers can also purchase their own goods and have pricing power.
Recently, the International Business Daily sampled the 225/45R16 Michelin tires of the Mercedes-Benz C260 and the 225/55R16 Michelin tires standard of the Audi A4L2.0T, and inquired from many dealers of Mercedes-Benz and Audi, and compared Michelin. The price of the franchise store and the Bosch direct store found that the price of the same brand and the same specification tire was very confusing.
Why are the prices of tires of the same brand and the same specification so different? More than one dealer replied that “tire prices are uniformly formulated by the manufacturersâ€, but the prices of the same tires reported by several dealers are very different, and there is no such thing as “unified priceâ€. The reporter verified with the manufacturer and got the answer: the dealer's tire purchase channel is different, the price is completely determined by the dealer, and the manufacturer does not intervene unless there is a complaint about fraud. It is not difficult to judge who is not telling the truth here. The only problem is that there is nothing wrong with the party who has not told the truth.
The same thing that puzzles the reporter is that the brake pads are open and transparent at Mercedes-Benz and BMW's official website. However, in Audi, the same type of vehicle (2011 A4L2.0T) is equipped with brake pads. The prices of different dealers vary greatly, with a minimum of 1366. Yuan, the highest is 1,730 yuan; working hours are 280 yuan to 390 yuan. Consult the Audi National Service Center and be told that the manufacturer has a guide price for the brake pads. The dealers should not float more than 20%. That is to say, the brake pad is used as the manufacturer's control channel and the price of the accessories, the dealer can also carry out the price fluctuation independently, but the manufacturer's regulations can not listen.
This is the only problem reflected by the tires and brake pads, if you let go of more aftermarket accessories? The existence of price differences is definitely conducive to competition, but can consumers expect information to be open and transparent? Can't let consumers ask for a family? According to the above-mentioned first-hand information, we may ask the following for the car anti-monopoly:
First, who should be pricing the car after-sales service? Mercedes-Benz and BMW took the lead in promulgating some after-sales service prices. What is the NDRC's attitude toward this? Is it to give the car after-sales service price line, or to the car company to decide? Or is the pricing right for terminal sales completely assigned to the dealer?
Second, in the after-sales parts that are currently purchased by dealers, taking tires as an example, the price is not uniform and the information is opaque, so that consumers have more choices and worry about it. How should the NDRC think about how to regulate it?
Third, what measures will the NDRC take to achieve one of the important goals of the car's anti-monopoly – breaking the control of auto manufacturers in the after-sales accessories sector?
Fourth, in view of the complexity of the automotive aftermarket parts, what are the milestones and ultimate goals of the car anti-monopoly? Many insiders believe that automobile anti-monopoly should be normalized and institutionalized, how is it reflected in the after-sales accessories field?
These issues are very important, because the automakers and dealers need to have a certainty about the future. If they are unpredictable about whether their actions are legal and consumers are holding a wait-and-see attitude, then the auto market will lose its due diligence. Vitality. The slowdown in the growth of imported cars in July and the surge in stocks are the best explanation.
The above-mentioned senior industry person told the International Business Daily that mystery, randomness and unpredictability are the enemy of the market economy. Now, to what extent can the price fall to meet the expectations of the NDRC, the main body of pricing? Who should be, products and services should have a uniform and flexible price, to what extent, manufacturers in the same brand system should not manage the dealers, to what extent, the Anti-Monopoly Law The fifteen exemptions for seven kinds of situations are not counted, etc., and they all become uncertain factors. They must be guessed and waited. This will increase the operating costs of manufacturers and dealers, and then pass them on to consumers. It runs counter to the anti-monopoly.
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