As can be seen from the data of exhibitors and visitors, the auto insurance industry has reached a new level. 789 enterprises from 35 countries and regions participated in the exhibition, with a year-on-year increase of 23.5%, among which the participation rate of foreign brands reached 10.7%. According to the statistics of access control system, the 53rd Automobile Maintenance Exhibition attracted a total of 38,232 professional visitors, including overseas visitors 19 12 from 56 countries and regions. In addition to the traditional automobile maintenance testing equipment and products, maintenance tools have also become a unique museum, with a scale exceeding 15000m2. Beauty maintenance has become a special field and a new bright spot.
After the busy exhibition, we reviewed and summarized, which is also the inventory of new technologies and new products in the 20 10 industry and the prospect of the industry development trend. The prosperity of 20 10 spring auto maintenance exhibition indicates another sunny day for auto maintenance and auto repair industry.
First, the introduction of new products leads the development of the industry.
Innovation is the soul of an enterprise and the source of its rapid development. In order to gain stronger competitiveness, China auto insurance enterprises must rely on innovation to gain a foothold. Practice has proved that technological innovation and product innovation can not only improve economic benefits and realize structural optimization, but also help to save energy, improve the quality and efficiency of production factors, transform traditional industries, promote industrial structure optimization and improve labor productivity.
1. Upgrade of diagnostic equipment
Maintenance and diagnosis equipment is always at the forefront of technology. Closely combined with automobile production technology. At this exhibition, many enterprises have introduced new products with novel concepts.
Before. When converting the test module, we need to turn off the power of the diagnostic instrument. Remove the OBDⅱ Ⅱ plug from the car, replace it with a suitable adapter, and then restart the diagnostic instrument to start a new test. In view of the above problems, Schneider Bao, a 90-year-old manufacturer of professional tools and automobile maintenance equipment, launched the RED BOXTM automobile diagnostic instrument in China market and the patented intelligent key to provide users with the most convenient and efficient service. It is different from the traditional automobile diagnostic instrument. When testing different systems on the vehicle, the connectors are changed out of order, and the diagnosis of each module of the vehicle can be completed easily, accurately and quickly only by changing different intelligent key, and the information of each system covered by the red box can be called.
The red box car diagnostic instrument is a proud product, which was selected as "Frost &; Sullivan's "Skilled Worker's Choice" Award ranks first in the field of automotive diagnostic tools in the United States. Whether you are a novice or an experienced professional technician, the red box will be an ideal choice. 3G has been heated up by the mobile phone industry, and automobile diagnostic equipment has also kept up. Shenzhen Jacky Technology Co., Ltd. in this exhibition. This paper introduces two third-generation automobile fault diagnosis and detection devices with 3G wireless Internet access, one-click upgrade, one-click search and unlimited value-added services. One is called X-43 1 3G, and the other is called X-43 1NCP. These two products provide us with more imagination in the future when 3G technology is more developed. I think the functions of automobile remote diagnosis, remote service, video function, efficient and simple diagnosis, maintenance information sharing, industry exchange, information release and so on will all become possible and more realistic in the future.
2. Tools-Excellence due to professionalism.
The maintenance tools in this exhibition are unique, which makes all professional visitors feel the tangible benefits and convenience brought by professional auto repair tools in maintenance practice. Professional auto repair tools will consider the limited working conditions of auto repair workers and help auto repair workers complete their work well.
Since 2009, China has become the largest automobile consumption market in the world, and the demand for maintenance efficiency and quality assurance by automobile consumers and automobile maintenance industry practitioners is increasing day by day. It is in this context that Stanley held a brand launch conference in Beijing and launched a professional auto repair tool-brand racing car. This is also the only professional automobile maintenance brand in China so far. It is believed that "Ruichi" will provide more professional and better maintenance tools and solutions for the automotive aftermarket.
Traditional tool manufacturers are also seeking product diversification. SATA is a tool manufacturer with the highest brand awareness and market share in China, and its lifetime service commitment has also been well received by many repair shops. This year, Shida Tools launched tire disassembly equipment to provide more services for the majority of repair shops.
The competition in the tool market is extremely fierce. Many foreign tool manufacturers are optimistic about the potential of the auto insurance market in China, competing to set up factories in China and promote their products. Corghi Keji, an Italian automobile maintenance equipment manufacturer (affiliated to Nexion Nakexin Group), announced its production base in China and its upcoming new products. According to the actual demand of China market, it will design and launch two tire unloaders, namely the swing arm tire unloader and the pneumatic rear arm tire unloader, which are scheduled to be put into production in June this year.
This fierce competition has brought vitality to the auto repair tool market, and it will also promote the continuous updating and progress of products invisibly, because if you don't advance, you will fall back.
3. Automobile maintenance products have become a new competitive market.
Beauty maintenance project can be said to be the star of automobile aftermarket, because of its high profit, it doesn't need too much initial investment. Therefore, car cleaning agents, lubricating oil and car washing machines have become a highlight of this auto insurance exhibition.
In 2009, the automobile aftermarket capacity exceeded 280 billion yuan. Among them, maintenance products have a share of 3 billion yuan in this cake, and the average annual growth rate is 25%. This kind of temptation has also blown up the wind of maintenance supplies in many comprehensive automobile aftermarket service enterprises. Robinair brand under SPX automobile service scheme has launched a series of cleaning products such as mechanical maintenance products, fuel system, air intake and exhaust system, air conditioning system, etc., which has joined the competition in the maintenance product market in time and provided more solutions for repair shops.
4. Innovation of marketing concept
Service is centered on customer needs. While the automotive aftermarket advocates product innovation, the service system is constantly improving. Experiential marketing is a new marketing method with the development of economy. Experiential marketing experiences consumers' purchasing ideas, purchasing processes, purchasing psychology and purchasing motives from the perspective of consumers, helping enterprises to enhance service value.
The third generation software and hardware technology platform launched by Nanning Advantech Technology in 2009 adopts the advanced consumption concept of "consumption first, payment later, low threshold and high return", which makes many consumers feel refreshed.
Use this technology platform. The repair shop can "experience" the consumption, open the vehicle types according to the needs, choose the number of times of use, consume first and then pay, so that customers, merchants and manufacturers can enjoy the profits and create an ideal state of * * *. In fact, many maintenance personnel have doubts about products such as Nanning Yanhua Key Master, that is, will there be negative effects such as car theft? It is this online consumption mode that avoids many problems. First of all, when the repair shop uses the data, it is realized by logging in the server of Advantech, and the server records every communication; Secondly, through the system delay (for example, key data can be written in half a minute, but it will take half a month to finish), to prevent negative phenomena from happening.
Many repair shops upgrade their equipment through exhibitions, so exhibitions are a good opportunity to promote new products. In this exhibition, we saw that new products were launched in various product categories, with advanced concepts and convenient operation, which brought the greatest surprise to audiences everywhere.
Second, expand channels and deepen cooperation with distributors.
For a new enterprise, the exhibition is an excellent opportunity to promote products, attract new customers and find potential customers; For a mature enterprise, establish a brand image through exhibitions. Its main purpose is to improve product visibility.
A well-known research institution in Germany once made a survey on the "enterprise participation goal" of the world's largest mechanical engineering exhibition. The results show that the participation goal is to enhance enterprise awareness by 85%, get close to old customers and meet new customers by 70%, increase product market share by 63%, promote new products by 60%, enhance product awareness by 58%, exchange information by 50% and find customer needs by 33%.
The promotion of product market share is inseparable from the word "channel". Expand channels and maintain channels. It is also a constant topic in the annual spring exhibition. Many dealers will hold it at the same time, establish and maintain good relations with dealers, and help auto insurance companies to promote their products with half the effort.
1. How do emerging enterprises expand their market scale?
Every year, new stars emerge in the auto insurance industry. For emerging enterprises, it is particularly important to do a good job in exhibition marketing planning, because enterprises spend a lot of money to hold exhibitions every year, but they often overestimate the exhibition effect, leading to the disharmony between input and output.
Shenzhen Sanjieyi Company is a good representative of emerging enterprises to expand their own market team. Sanjieyi pays attention to the training and communication of partners, and lets dealers know, recognize and join Sanjieyi's sales service network through the way of "Sanjieyi dealer training camp".
A planned and targeted exhibitor must have a strategic plan before the exhibition to inform his old and prospective customers and tell them what new products to bring. What new services and continuous services are provided, and even what gifts are prepared for customers. With the participation plan, enterprises feel that there is good communication between management and senior management. Through the exhibition, customers can personally experience products and accumulate market resources, and emerging enterprises will gain a lot.
2. Mature enterprises consolidate the market team.
Mature enterprises have various marketing methods. Set up elite market team, set up dealer chamber of commerce, hold technical seminars, and complete the establishment of enterprise image in the industry.
Golden Pentium is praised as "the main force of popularizing decoders" by the industry, and its marketing strategy is constantly updated. 20 10 golden Pentium will form a five-person "golden Pentium commando". These five people are all elites in the fields of decoder industry, technology, demand and management. They will come to explain and serve. Constantly solving the problem of decoder is also helpful for maintenance enterprises to get out of the dilemma of management and service.
At the same time, Jin Pentium also saw the problem that cars going to the countryside need continuous follow-up after-sales service. They are working hard to promote the popularization of decoders in the county-level market and provide them with technical support and service requirements.
Decoder has become a common consumer tool, and many detection devices are also facing upgrading, which is the continuous efforts of many mature decoder enterprises. Let the decoder walk into the repair shop and approach every consumer.
There are many national enterprises born and growing in the automobile aftermarket, and there are also many enterprises promoting imported products, constantly exploring the localization strategies and methods of foreign products.
This year, Shenzhen Meisike Company held the first dealer chamber of commerce. At the meeting, combined with the dealer's operation mode and actual situation, the author comprehensively analyzed many years' experience and experience in entrepreneurship, health care, profit model, characteristics of SATA products, sales methods of SATA products, employment, development and counterfeiting, and shared them with dealers.
Ten years. Shenzhen Meisi Lianke Industrial Co., Ltd. has successfully opened up a successful development road of high-quality spray gun sales, technical service and market expansion suitable for China's national conditions and characteristics in China automobile painting equipment industry, and established the leading position of German Sata in China automobile original factory spraying industry and automobile aftercare market.
Third, establish a corporate responsibility benchmark for the automotive aftermarket.
Under the market economy system, profit often becomes the dominant factor. While making profits, the sense of environmental responsibility of enterprises has gradually attracted attention. Low-carbon economy can not be advocated only from automobile manufacturing. In addition to limiting the engine displacement and reducing the vehicle quality, there are still many things to be done in the automotive aftermarket. At the exhibition and its seminar at the same time, many enterprises publicized the environmental responsibility of the automobile aftermarket through various channels.
At the auto service industry summit forum in the same period of the exhibition, we discussed the role of auto supplies industry in low-carbon economy. Although this effect is subtle, the sum is immeasurable. Take automobile thermal insulation film products as an example, because sticking film can reduce the opening of air conditioner and improve the later use efficiency. For example, each automobile with thermal insulation film in Gu Wei can reduce the carbon dioxide emission 132kg per year, which is equivalent to planting 1 1 tree.
Environmental protection is not just a slogan. Among the products exhibited, there are many products that advocate environmental protection and energy saving, and we have actually seen the pace of environmental protection of enterprises. Spraying equipment is related to the comprehensive utilization of energy and the health of spraying personnel. The successive fires in the spray booth also sounded the alarm for the industry. Faced with this situation, Dachang Pu Ge International Group launched a water-based spray booth, which can not only complete the baking of water-based paint and ordinary paint, but also optimize the waste filtration device. Environmental protection and health insurance for spraying technicians.
Another example is the cleaning agent products in automobile maintenance. BG Company in the United States has proved by experiments that inferior maintenance products are extremely harmful to vehicles, and the workers in the repair shop are greatly shocked, saying that they will not use inferior maintenance products to serve customers.
The automobile aftermarket directly faces the end customers of automobiles. At the same time, provide services for them. It is also necessary to guide car owners to form good car habits and not to carry unnecessary accessories with them. When changing seasons, removing wool mats or summer mats in time will not only close the relationship with customers, but also contribute to the sustainable development of the living environment.
Conclusion:
Plant a millet in spring. Ten thousand seeds were harvested in autumn. The busy automobile maintenance exhibition in the spring of 20 10, as well as the grand convening of various seminars, exhibitions, training and exchanges, indicates a prosperous scene all year round.
The law of natural selection is survival of the fittest. As many enterprises join the competition in the auto insurance industry, it will inevitably lead enterprises to seek innovation, provide better services and form a better auto insurance market.
At every exhibition, we broaden our horizons and think about new business opportunities and development ideas. With the growth of car ownership, the auto maintenance equipment industry will develop faster, and the future of the auto insurance industry will be jointly created by all auto insurance companies.