·Anti-monopoly sticks to the whole car dealer profit is squeezed

In the past, the automotive industry in 2014 had one more keyword: antitrust.
This keyword has become a hot topic at this year's Chengdu Auto Show. During the interview at the Chengdu Auto Show, the "Securities Daily" reporter learned that many car dealers and dealers still believe that the anti-monopoly form is more important than the actual effect, and the price of the manufacturer's main sales model has not been lowered.
"At present, manufacturers will cut the price of models that are not sold well or the price of the officially high-priced models. In fact, due to market factors, even if manufacturers do not actively lower the price, they will cut prices when they sell. Need to change the price adjustment." Some luxury car brand dealers who do not want to be named told reporters.
Even if the pressure on the terminal parts is lowered by the pressure of the regulatory authorities, the automakers will pass on the lost profits by forcing the dealers to sell spare parts. A number of dealers, including Mercedes-Benz and Volvo, told reporters that after the price of parts and components was lowered, the price of goods picked up by dealers from the manufacturers was limited, resulting in a much lower profit after sales.
Outside the dealership, it could have been a "bystander" brand or was accidentally injured. For the foreign-branded car prices and spare parts prices mentioned by the reporter, will it make the sales of independent brands more difficult? Zhang Baolin, president of Changan Automobile (microblogging) Co., Ltd. (click to view the latest person news) said, “Yes, but also Will force their own brands to catch up."
Is the anti-monopoly form greater than the actual effect?
In July, as the National Development and Reform Commission successively “invited” some of the responsible persons of automobile companies to “drink tea”, the anti-monopoly of the automobile industry officially kicked off. Subsequently, the luxury brands Jaguar Land Rover, Audi, Mercedes-Benz successively adjusted the price of cars and spare parts, and even the general joint venture brands Guangqi Toyota (microblogging) and Guangqi Honda also followed suit.
Even though the anti-monopoly of the auto industry is still in full swing, the amount of penalties for some auto companies has not yet reached the ground, but many automakers and dealers do not believe that there is a monopolistic behavior in the auto industry. “Monopoly refers to the possession of commodity pricing. Absolute pricing power and discourse power are defined in the definition. At present, the concept of monopoly does not include cars. It cannot be said that the auto industry monopoly is just a business model. There are many opportunities for consumers to choose. Those who choose not to buy, this business model also exists in other industries." The above-mentioned luxury car dealers told reporters.
Another car company Chery Automobile related person bluntly said, "The manufacturers are not stupid, the main sales models will not cut prices. China's auto market development has been relatively mature, anti-monopoly is unlikely to cause major changes in the mainstream market."
"From the point of view of accessories, a car with tens of thousands of parts, the price can not be all lowered, the company may cut the price of a few parts that are not easy to break, such as the engine, the probability of replacement is almost zero, the price cut The actual meaning is not big. This policy is too easy to take advantage of." The above luxury car dealers frankly said.
In his view, at present, the impact of anti-monopoly on car companies is small, the form is more meaningful, and the actual effect is not great.
Regarding the role of anti-monopoly in the end, the views of the industry are not consistent. Anti-monopoly "just started", for the key object of anti-monopoly, the individual luxury car brand with a large volume, can not talk about the impact, still need to look at the follow-up policy.
"Anti-monopoly is an imperative thing. The Anti-Monopoly Law will promote anti-monopoly to become the norm in the automotive industry in the future. Such things should be something that often happens after the industry has reached a certain stage." Zhang Baolin is accepting Securities Daily reporter said in an interview.
The profit margin of dealers has been squeezed. “Anti-monopoly actually affects the interests of dealers. Manufacturers will reduce the price of spare parts, but it is still very small compared with the price reduction of terminal dealers to consumers.” A car dealer said.
A Mercedes-Benz dealer in Chengdu added that after the price of parts and components is lowered, the profit decline of dealers should be relatively large. The reduction of parts and components is divided into two parts. One is the purchase price of the dealers, such as the purchase price of a certain component. For 20 yuan, it is now down to 18 yuan; the second is the price of the parts sold by the dealer to the owner, which can be sold for 40 yuan before the price limit, and now it can only sell 30 yuan. As a result, the profit of the manufacturer is reduced by a part, but The profit of the dealer sacrifices more."
For most 4S stores, most of the parts used need to be purchased from the car manufacturer. The proportion of the dealers purchasing separately is very small. At the same time, the dealers are not found to have purchased the corresponding parts from the after-sales department. Not light. For example, if FAW-Volkswagen finds that the dealer has the above-mentioned situation, it may impose a fine of more than one million yuan on the dealer or deduct the year-end rebate.
"Some manufacturers not only strictly demand the purchase of spare parts, but also the decorations of the cars should be tying to the dealers. The prices of these decorations are much higher than the market price, and the quality is also very poor. If the dealers are found to be selling the decorations are not from If the factory purchases, it will face a fine." A person in charge of a dealer group operating multiple car brands told reporters.
In his view, if the NDRC can investigate the vertical monopoly of manufacturers' specifications and vehicle maintenance and repair prices, it is a great advantage for dealers.
Some dealers in Beijing Hyundai also agree with this view. He said, "Anti-monopoly investigation of the monopoly of spare parts supply by the OEM is a good thing, manufacturers can not do whatever they want, dealers can also loosen. Parts procurement can be market-oriented."
However, there are also Jeep dealers who believe that "factory supply of spare parts is also to protect the interests of consumers. If 10 dealers have a spare part that does not purchase genuine products, there is a problem complained by the customer, how to regulate? This will affect To the entire brand image. From the perspective of standards and safety, the supply of the manufacturers is good, of course, it does not rule out that some brands of dealers will sell genuine and fake accessories together."
Or accidentally hurt the self-owned brand. It must be said that the city gate has caught fire and fish, and more than once, the independent brand has always accidentally become a "fish."
Originally, anti-monopoly was taken by foreign brands. Especially the luxury brands in foreign capital have nothing to do with their own brands. However, while various foreign brands have taken the initiative to lower the price of automobiles, the market's joint reaction has caused their own brands to be accidentally injured. It is.
"The price of luxury cars will not affect their own brands. The price of joint ventures such as Toyota and Honda will be different. If this downward adjustment drives down the price of the whole market, plus the purchase of caps, upgrades and other factors, consumers choose The odds of owning independent brands in the low-end market will become lower." The above-mentioned luxury car dealers believe that.
"This monopoly of the automotive industry is naturally formed by the market. The automobile brand itself is a monopoly. The independent brand has no basis for monopoly. If the public opinion orientation makes consumers feel that the car has to cut prices, it will have an impact on the independent brand. "The above Chery manufacturers said.
"Whether it is a joint venture brand or a self-owned brand, it can't do things against the laws of the market. Automobile anti-monopoly is also very powerful in the West. It has just been on the right track through long-term development. Whether it is a self-owned brand or a joint venture brand, the road will definitely go. Pay the price." Changan PSA executive vice president should look forward to frankly.

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