A Key Growth Driver in Future - China Automotive Aftersales Market: Accenture
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China Automotive Aftersales Market: A Key Growth Driver in Future
Introduction
China overtook the United States as the world’s largest
automotive market in 2009 and has maintained its
position for the past seven years. For 2015, total
automotive sales have been estimated at 24 million
units, of which 21 million are passenger vehicles1.
While in absolute terms the numbers seem impressive,
the growth rate in sales has slowed from 9.89% in
2013 to about 3 percent—and the market has entered a
“new normal.”2
This growth trend is reflected in the total number of
vehicles in China. There were an estimated 170 million
vehicles by 2015 end3—with rising vehicle service life.
As a result, the aftersales market—including auto parts
sales, maintenance and value-added services—is
playing an increasingly prominent role in the
automobile industry.
As the competition for new car sales gets fiercer, the
aftersales service market too gets affected. It is
becoming one of the factors critical for closing a sale.
In such a scenario, it is imperative for all players in the
automobile industry to assess the trends and
challenges in aftersales services and devise viable
coping strategies.
This report delves into the trends and challenges in
automotive aftersales and suggests strategies that can
help automotive companies, auto part makers and
aftersales service providers achieve high performance.
“As many as 70 percent of auto distributors
were profitable prior to 2010. Today, however,
the percentage is no more than 30 percent...”
——Luo Lei, Deputy Secretary General, China
Automobile Dealers Association4
2The Current Scenario: 7%
Policy revvs up growth
Unit: billion yuan
26%
China’s automotive aftersales market was 980
estimated at 700 billion yuan (US$107
billion) in 2015—up 30 percent from the 700
previous year. This is in sharp contrast to
the slowing automotive sales growth rate
of 3 percent5 (Figure 1).
“Competition in the
auto market is intense.
4S auto stores are 219
168
making money mainly 128
106
by providing aftersales
services.”
——a general manager 2007 2008 2009 2010 2015 2020E
of a Sino-foreign 4S Figure 1. China’s aftersales market for passenger vehicles
store6 Source: Industry Information; Accenture Analysis Research
Aftersales grabs a larger share of the
auto dealership profits
As the number of vehicles on the road
keeps on increasing, the automobile Profits in the Chinese automobile Profits in the US automobile
aftersales market is expanding. Services industry industry
such as parts and accessories, maintenance
and repairs, financial services, insurance, 3%
used cars and retrofit are becoming a 4%
major source of revenues for dealerships.
Our research shows that automobile 16%
11% 27%
aftersales services account for about 60
percent of the overall profits of dealerships. 39%
10%
There is scope for further growth as the 22%
aftersales market’s contribution to the 12%
total automotive profits in China are lower
than those in the developed countries. In 33% 5% 18%
the United States, for instance, the rate of
contribution is as high as 80 percent.
Manufacturing of vehicles Manufacturing of auto parts and Aftersales services
accessories
Vehicle sales Used vehicle sales Other automobile-related
services
Figure 2. Distribution of profits in the automobile value chain: A comparison between China
and the United States
Source: Accenture Analysis Research; Industry Information; China Automobile Industry Association
3Open door policy helps reduce prices workshops and independent service These guidelines have led to a decrease in
operators. the price ratio of auto parts to vehicles for
As the automotive aftersales market
all major brands. On January 1, 2015, all
continues to expand, the regulation • Original equipment manufacturers
Mercedes-Benz retail outlets in China cut
authority is taking proactive measures to (OEMs) should provide original parts and
prices by 5 to 25 percent7. The opening up
open the aftersales market in order to accessories as well as noncertified parts
of the automobile aftersales market has
reduce the costs for car owners, and guard and accessories with proprietary
reduced costs of owning a car and
against monopolistic practices. The regulator trademarks for aftersales services.
stimulated car purchasing. However, this
has issued guidelines for the industry that • Authorized dealers of auto parts and can lead to authorized dealerships losing
stipulate from January 1, 2015: authorized service workshops can resell customers.
• Automobile makers must make technical original parts and accessories to non-
guideline for repair and maintenance authorized repair and maintenance
available to both franchised service service operators and end users.
Anti-monopoly Law of the China Automobile The Ministry of Commerce, State The Ministry of Ten departments
People’s Republic of China was Dealers Association Administration of Taxation, National Commerce asked issued the Guidelines
introduced to tackle: started to investigate Development and Reform Commission, China Automobile for Promoting
• Monopoly agreements reached monopolistic State Administration for Industry and Dealers Association to Upgrading of the
between organizations tendencies and collect Commerce, Banking Regulatory conduct surveys on Automotive Repair
• Abuse of dominant market related data Commission, Securities Regulatory regional monopolies and Maintenance
position Commission, Insurance Regulatory Services Industry and
• Concentration of undertakings Commission, and another five ministries for Improving Its
that lead, or may lead to or commissions jointly issued a Plan of Services
elimination or restriction of Action for Eliminating Regional Blockades
competition and Industrial Monopoly
August 2008 Since 2013 The end of 2013 March 2014 May 2014 September 2014
China Automotive Technology Research Center, in conjunction with China Automotive China Automobile Dealers Association
Maintenance and Repair Services Association and the automobile maintenance and repair and submitted to the Ministry of Environmental
insurance industries, held a meeting urging that automobile manufacturers make maintenance Protection the Suggestions on Dismantling
and repair technical information publicly available the Unreasonable Regulation of Cities
Restricting Entry of Used Automobiles
The directive stipulated that: • Allowed authorized parts dealers and authorized repair and maintenance
• Channel monopoly for auto parts and accessories be broken service workshops to resell the original parts and accessories to non-
authorized repair and maintenance service operators and end users
• Encouraged original parts manufacturers and auto manufacturers to provide
original parts or noncertified parts with proprietary trademarks for aftersales • Entitled car owners to the use of parts and accessories of matching quality
services
Figure 3. Major anti-monopoly laws and regulations introduced by China
Source: Industry Information; Accenture Analysis Research
Law / Regulation Implications
Regulation on the Maintenance and Repair • Automobile manufacturers and their authorized aftersales service workshops shall not refuse to
of Automotive Vehicles provide quality assurance to vehicles which are not maintained at the franchised workshop
• Consumers have the option to use original auto parts and accessories from authorized
manufacturers or those of matching quality for maintenance or repair services
Administrative Methods for Publicizing Automobile manufacturers shall make publicly available online technical information on maintenance
Automobile Maintenance and Repair and repair for the brands they sell, including information on regular maintenance and repair,
Technical Information assembly, and installing and uninstalling of parts and accessories
GB/T 32007-2015 Unified Coding and The unified coding and identification for auto parts will enable consumers to check and track the
Identification for Auto Parts information needed for parts or accessories
The rules for commercial automobile The automobile insurance market will undergo changes in terms of both size and operating models
insurance will be reformed and piloted in 12
provinces, including Tianjian, Guangdong
and Xinjiang Uygur Autonomous Region
Figure 4. Some auto aftersales services regulations effective from January 1, 2016
Source: Industry Information; Accenture Analysis Research
4New entrants and innovative With the entry of external capital, advances more than 20 million every year. Also, the
business models in Internet technologies and the average service life of passenger vehicles in
government’s efforts to promote the Chinese market is more than 4.2 years,
The automotive aftersales market in China,
entrepreneurship and innovation, many and a growing number of vehicles will retire
which was dominated by automotive and
innovative business models have come to the from service in the coming years. Our
parts makers, is now being liberalized.
fore, including aftersales services delivered research indicates that the average spending
Among the dominant players are Shanghai
through an online-to-offline (O2O) model. on maintenance and repair services by car
Automotive Group’s Chexiangjia Automobile
For instance, Tuhu and Yangche51 are owners in 2014 increased by 50 percent over
Service Company, Bosch Car Services,
emerging asset-light O2O ecommerce the previous year.
Michelin Tyreplus Auto Supplies Company
platforms providing automobile aftersales
and Anji Yellow Hat, an independent Since an increasing array of products and
products and services.
aftersales service operator. services becomes available in the auto
According to statistics of China Automobile aftersales market and services provided by
This scenario is in sharp contrast to those
Dealers Association, the number of 4S stores often carry high price tags,
prevailing in developed markets. For
investments in the automotive aftersales authorized dealerships are losing their
instance, in the United States, independent
market in 2014 was 10 times that in 2013. market shares. According to currently
aftersales service operators account for 60
Market participants from outside the available data, the dealerships are losing 30
to 70 percent of the market share, while
automotive industry focus on frequently percent of their customers every year, and
authorized 4S stores account for 30 to 40
used, highly standardized auto parts and the customer churn rate is growing by 3
percent.
accessories, often with free service and low percentage point every year.
However, in recent times, enterprises from price offers, therefore quickly capturing a
The longer the service life of vehicles, lower
outside the automobile industry are making high market share in a niche product area.
the dependence of car owners on the 4S
inroads into the market. For instance, Baidu,
Customers are more demanding, and stores. As the service life of vehicles in China
Alibaba and Tencent are directly or indirectly
ready to switch dealerships averages at around four years, consumers
providing automotive aftersales services or
are becoming less dependent on services
participating in the construction of sales The customer demand for automotive
provided by 4S stores and increasingly
channels. aftersales services is continuously increasing.
switching to independent or niche service
There are approximately 170 million vehicles
operators.
in China, a figure that is expected to grow by
“The goal of the Alibaba
automobile division is Year
to make the cars more 11
user-friendly and
affordable and a more 10
enjoyable possession
for car owners.” 9
Expected to
——Mr. Wang Licheng, 8 reach five years
in 2016
General Manager, 5
Alibaba Automobile
Division 8 4
3
0
Average vehicle life in China
Figure 5. Service life of vehicles in China
Source: Industry Information; Accenture Analysis Research
5The Future Scenario: Gearing “…but any legislation aims to protect consumers’
up for standardization,
digitalization and on-demand legitimate rights and interests, balance the auto
service maker-dealer relationships, and maintain fair
Increasing market size and profit
market competition…. China should step up its
contribution efforts to establish rules of the game for the
The automotive aftersales market in China
is expected to see high growth and reach 1
auto sales market, introduce measures for
trillion yuan (US$154 billion) by 2020. Its preventing dealer monopoly, and further improve
contribution to the total profits of the
automobile dealerships too will keep rising.
the existing laws and regulations for the
It is estimated that aftersales services will industry.”
account for about 80 percent of the overall
profits of automotive dealerships.
——Huang Yonghe, China Automotive Technology
Further opening of the market
and Research Center9
The automotive aftersales market will
further open up thanks to a series of policy
changes. Some of the major changes that
are expected include:
• Automotive suppliers shall not fix prices Certification and management of
or impose restrictions on minimum auto parts and accessories of same
prices of parts and accessories. quality
• Automotive makers shall not restrict Both the industry and consumers are in
franchised dealers and maintenance and favor of certification of automotive parts
repair service workshops from reselling and accessories of matching quality. Its
parts and accessories for the purpose of implementation will mark a crucial step
performing maintenance and repair toward further opening up the automotive
services. aftersales market.
• 4S stores shall be allowed, conditionally In September 2015, Alibaba Automobile
or unconditionally, to resell parts and Division joined hands with a total of 12
accessories to the aftersales market. leading global automotive parts suppliers
(including those of Bosch, Shell, Exxon
• Automotive manufacturers shall not
Mobil and Federal Mogul) to launch a
restrict parts suppliers from selling
platform for certification of auto parts10.
products with full or partial intellectual
The platform, the first of its kind in China,
property rights.
will enable consumers to access auto parts
• Aftersales parts and accessories and services of assured quality at
suppliers, and maintenance tools and affordable prices.
diagnostic equipment operators shall be
Certification of auto parts is expected to
allowed to use their proprietary
be adopted more widely and recognized by
trademarks in selling their products.
more consumers. This could lead to
• Franchised dealers and aftersales service industry leaders cornering a large chunk of
workshops shall decide whether to adopt certification qualifications.
the original parts or accessories, based
on their technical judgment.
We believe that the timelines for
implementation of the related laws and
regulations for the automotive aftersales
market as well as the extent to which
these will be implemented will be closely
watched by the various stakeholders in
order to adjust their business strategies
well in time.
6New technologies and increasing In addition, although automotive anywhere and anytime. As a result, the
importance of data analytics manufacturers and dealerships have huge automotive aftersales market may have to
amounts of customer data, day-to-day make changes in product and service
New technologies or applications such as
data uses are often based on data of one offerings, such as body and interior
Internet of Vehicles, mobile Internet, Big
to six months. As a result, a substantial maintenance, more customized and value-
Data and online payment technologies will
proportion of these data resources remains added services.
take the aftersales market to the next level
idle and untapped. We believe that going
of growth. In addition, the continuous As a matter of fact, many entrepreneurial
forward participants in the aftersales
development of new energy-powered startups in the market are differentiating
market will attach greater attention to
vehicles will facilitate the use of innovative themselves by meeting consumers’
data, and market leaders will place more
technologies such as Over the Air (OTA). personalized demand by, for example,
emphasis on harnessing the power of Big
providing on-site quick repair/maintenance
Data is the basis for new technologies or Data in an effort to achieve precision
services anytime these are requested.
applications to generate value. It is services to gain competitive advantages.
BMW has also upgraded aftersales services
imperative to establish uniform data
Changes in consumer demand by launching the remote delivery of cars in
standards for the aftersales market. On
multiple cities, highlighting its pledges of
September 17, 2014, GSI China and China As the automobile consumption keeps
convenience, trust and care.
Automobile Dealers Association signed an increasing, consumer demand for
agreement on jointly undertaking the aftersales services tends to become more Apart from convenience, there may be a
project of applying GSI standards in the heterogeneous. Also, the proportion of gradual shift from mileage-based
automobile maintenance and repair service young automobile owners is expected to maintenance services to on-demand
industry. By adopting GSI standards for grow. Younger consumers often prefer service based on a vehicle’s actual
automobile parts and accessories, the personalized products and services over functional status. Such a shift will
project will accelerate development and the standardized and undifferentiated. This undoubtedly rely on Big Data analysis of
widespread application of Big Data and is especially so in the Internet age as new consumer behavior and vehicle conditions.
ecommerce platform technologies in the technologies and applications, including
industry. This will lay the foundation for social media apps, foster the demand for
opening up of the aftersales market. personalized consumer experience
Age structure of passenger vehicle owners in China
45
Increasing proportions Decreasing proportions
40
35
30
25
20
15
10
5
0
Born in the 1990s Born in the 1980s Born in the 1970s Born in the 1960s Born in the 1950s
and 1940s
2009 2012 2015
Figure 6. The evolving trends of the age structure of passenger vehicle owners in China
Source: Industry Information; Accenture Analysis Research
7Adoption of new technologies
Age groups Most salient characteristics of demand
Internet technologies should be
Millennials Expected to be more diversified and personalized…
adopted across the board to achieve
“Internet + Aftersales Service”
Born in 1990s Personalized, experience-driven, convenient, interactive… Aftersales service providers should aim for
full integration of online and offline
Born in 1980s Personalized, experience-driven…
channels for differentiated product and
service areas, including:
Born in 1970s Services that are one-stop and high quality… • Auto parts and accessories: Establish
ecommerce platforms for conducting
exhibitions, consulting services,
Born in 1960s Services that are professional and high quality…
transactions, quality assurance and
payments.
Born in 1950s or 40s Services that are professional and affordable…
• Maintenance services: Provide online
standardized and customized solutions
Figure 7. Differences in demand of passenger vehicle owners of different age groups based on product information and
Source: Industry Information; Accenture Analysis Research customer and maintenance data, so that
customers can choose from a variety of
services with varying service standards,
locations and times. This will increase
O2O commerce to gain momentum • To strengthen competitiveness of local customer stickiness and reduce churn rate.
brands (this is important for Chinese
As the name suggests, O2O commerce • Value-added services: Provide customized,
automobile brands to establish
represents the integration of online and homogenous services online and offline
themselves in the global market).
offline business models in the virtual and based on customer data, such as
real worlds. Since 2014, most startups in According to Accenture research, in the scheduling appointments, consulting,
the automotive aftersales industry, short term, the competition among placing orders and return visits.
including Tuhu and Carparts, have been different participants lies in operational
built on the O2O model, with a focus on efficiency, but in the medium and long Market participants could integrate these
tires and gasoline and other frequently term, it lies in the business models. online platforms to create synergy and
used, highly standardized parts and Therefore, in order to build up their enhance customer experience, in line with
accessories. With the aid of Big Data competitive advantages, service operators their operation and strategic goals.
analytics, the O2O model will enable should focus on a number of strategic Adoption of data analytics to
aftersales service operators to cover more goals consistent with market conditions maximize the value of data
of this category, the current market for and development of new technologies.
Based on analysis of product and customer
which is quite dispersed. This will have a
data, businesses can provide auto parts
profound impact on the aftersales service
and services as an integrated package to
industry. “Profit comes from customers in order to be more competitive
In addition, with the development of the
sharing economy, more car owners will
value-added services, and reduce the costs of car owners. Cross-
industry research has shown the strategy
seek users. Automotive aftersales service including automobile to be effective. In the printer industry, for
operators may create a wealth of service
models by capitalizing on the O2O model
financial services, instance, some leading enterprises have
transformed their business model from one
to link together car owners and users. insurance, boutique, of selling products to one of selling
Recommendations: Igniting used cars and so on. As printing services based on printing
frequencies, thus eliminating competition
growth and powering digital we can see, all 4S from printer accessory manufacturers and
improving competitiveness. Accenture has,
In developed countries, the aftersales stores are in a process through Big Data analysis, assisted its
service sector forms a stable source of
profits in the automotive value chain. As
of transformation. This customers in the automobile industry in
enhancing operational performance by
the aftersales market in China becomes is necessary for offering the following strategies:
larger and more competitive, some leading
players are taking effective strategic
survival…” • Design for maintenance.
measures: • Differentiated pricing of auto parts and
• To make dealer networks sound and
——A dealer of a accessories.
stable. German automotive • Planning and dynamic management of
logistic networks for auto parts and
• To improve the end consumer brand11 accessories.
satisfaction.
• Inventory management of auto parts and
accessories.
8Transformation of business models Inventory management
Development of auto parts Marketing of auto parts of auto parts
Building auto aftersales service and
channel brands. Automobile
manufacturers can establish independent
• Design for maintenance • Branding • Planning of logistic
aftersales service brands with • Targeting networks
differentiated pricing schemes to reduce • Benchmarking • Optimization of logistic
the costs of car owners and the customer networks
• Differentiated pricing
churn rate. In 2015, Shanghai GM • Inventory management
purchased AC Delco’s China business, with • Planning of information-
plans to combine the business with its own based management
• Information systems
independently operated chain of repair development and
stores, in a bid to strengthen the implementation
competitiveness of its aftersales service
networks12. In October 2015, Ford Motor
Figure 8. Select Accenture services for automotive aftersales services
Company announced in its “2020 Vision”
that it would partner with Chang’an Ford
4S stores in establishing Quick Lane outlets
in China designed to provide quick services
to consumers who are Ford vehicle
owners13. A higher-order operational model of an aftersales service operators
This business model has precedents. In in the consumer electronics industry
response to competition in the Japanese
auto aftersales market, in 1996, Toyota,
Denso, and Aisin Seiki established a joint
venture for developing franchised Aftersales service Service provider’s Consumers
contractors website
aftersales service networks through JMS
stores (Joyful Motorist Shop). Franchise
JMS stores are funded by Toyota
dealerships, and the auto parts sub-stores Accessories warehouse
under their umbrella are designed to
enhance their price competitiveness14.
Aftersales service outsourcing. Accessories supply and demand Accessories returns
Automotive aftersales services can be
outsourced, partially or entirely, to
specialized, independent aftersales service Logistics
operators. This improves operational
efficiency, lowers operational costs and
increases competitiveness. It is a Accessories
widespread practice in the household
appliances and mobile phone industries to
outsource aftersales services for the entire Compensation claims
industrial value chain to independent
aftersales service operators.
Original equipment Maintenance and repair
Outsourcing experiences of the consumer manufacturer/vendor
electronics industry suggest that
outsourcing in the automotive aftersales
Contractor operations Service operator’s operations
service industry may cover a variety of
services, including parts and accessories
Figure 9. Illustration of aftersales service outsourcing in the consumer electronics industry
planning, warehousing, distribution,
transportation, inventory management, Source: Industry Information; Accenture Analysis Research
maintenance and repair services, and
management of consumer complaints and
claims. Through outsourcing, automobile
manufacturers will have more resources to
devote to branding, improving personalized
services and augmenting consumer
experience.
9Separation of sales and aftersales The next three years will be a crucial
services. With rapid development of period for transformation of China’s
ecommerce for the automobile industry, automotive aftersales market. For
the asset-heavy 4S stores are facing big traditional automobile manufacturers,
challenges. China’s top three online meeting customer needs accurately and
platform-based automobile retailers, Yiche, efficiently by using new technologies and
Autohome and Tmall, sold a record number innovative business models will hold the
of 139,000 vehicles on Singles Day key to building quality, competitive
(November 11), 2015. Among them, aftersales services.
Autohome achieved 40 percent increase
For independent aftersales service
over the same day of the previous year15.
operators, who face an increasingly open
The O2O sales model, more transparent market and expanding consumer demand,
vehicle prices and increasingly homogenous fostering and making the best use of their
product offerings are forcing physical 4S unique competitive strengths (such as
stores to focus their attention on providing convenience, affordability and deep
unique consumer experiences. Although customization) will be critical in beating
currently there are about 450,000 motor competition.
vehicle maintenance service operators in
For venture capital-supported, O2O
China, only 5 percent are 4S stores16.
platform-based aftersales service
Therefore, OEMs can, with a view to
operators, maximizing their advantage of
maximizing the efficiency of the use of
asset-light operations and using the
resources, separate traditional sales and
Internet and other new technologies to
aftersales operations of 4S stores into two
construct their own monopolistic aftersales
independent categories of business:
service platforms or ecospheres will be
• Sales: Reduce the number of physical crucial.
auto showrooms and focus on collection
and management of sales leads,
customer experience and membership
management, by leveraging Internet,
virtual reality and other technologies.
• Aftersales services: Integrate internal
and external resources to focus on
maintenance and repair services, auto
parts sales, car trade-ins and customer
relationship management.
4S stores and car makers can adopt flexible
business models for two independent
business divisions of sales and aftersales
services. For instance, the two divisions
can serve a single automobile brand or
multiple brands separately or
simultaneously. They can involve a single
investor or multiple investors. The
separation of a sales division and an
aftersales division will enable 4S stores to
switch to operational models that are
asset-light, cost-effective and highly
efficient.
10References
1、2
China Association of Automobile Manufacturers
3
Traffic Management Bureau of the Public Security Ministry, P. R. China
4
http://auto.huanqiu.com/roll/2015-08/7310888.html
5
http://auto.gasgoo.com/News/2015/01/28074750475094.shtml
6
Accenture interview
7
China Daily, http://www.chinadaily.com.cn/hqcj/xfly/2015-01-16/content_13054101.html
8
http://www.evlook.com/news/guonei/content-8336.html
9
http://www.cnautonews.com/tebd/201409/t20140901_323299.htm
10
http://www.cnautonews.com/qchl/ds/201509/t20150923_425062.htm
11
Accenture interview
12
http://auto.sohu.com/20150820/n419319076.shtml
13
http://auto.sohu.com/20151027/n424268091.shtml
14
http://www.cnautonews.com/jxs/j_jj/201509/t20150918_424429.htm
15
http://www.cheyun.com/content/8518
16
http://auto.gasgoo.com/News/2015/10/15081735173560346977830ALL.shtml
11Authors About Accenture
John Shen Accenture is a leading global professional
Managing Director, Accenture Strategy, services company, providing a broad
Greater China range of services and solutions in
john.j.shen@accentuer.com strategy, consulting, digital, technology
and operations. Combining unmatched
Xiaoming Liu experience and specialized skills across
Director, Accenture Strategy, more than 40 industries and all business
Greater China functions—underpinned by the world’s
xiaoming.a.liu@accenture.com largest delivery network—Accenture
works at the intersection of business and
technology to help clients improve their
performance and create sustainable value
for their stakeholders. With approximately
373,000 people serving clients in more
than 120 countries, Accenture drives
innovation to improve the way the world
works and lives.
Accenture has been operating in Greater
China for more than 25 years. Today, the
Greater China practice has more than
11,000 people serving clients across the
region and has offices in Beijing,
Shanghai, Dalian, Chengdu, Guangzhou,
Shenzhen, Hong Kong and Taipei.
For more information about Accenture,
please visit its corporate homepage
www.accenture.com and its Greater
China homepage www.accenture.cn.
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