Analysis of marketing structure of auto parts
At present, the overall situation of our auto parts sales system is: the sales volume of automobiles has risen, the platinum volume of accessories has declined, the absolute value of total pick-up has risen, the economic benefits have declined, and the demand for auto parts has increased, and the market share has dropped. Apart from institutional soils, the aging of accessory marketing structures, the lack of development of new vehicle models, and inconsistent specifications for models with marketable stocks, and some of them with poor quality, cannot meet the needs of the market. Despite the substantial increase in car platinum volume in the past two years, auto parts companies still have to rely on accessories for profit. Some people say: "The amount of money depends on the car. The actual profit depends on accessories." This is also true. On the other hand, accessories are the foundation and the ratio of drills over the years is significant. On the other hand, from the perspective of gross profit, automobile sales are generally 5% to 6%, and accessories are generally over 18%. In the meantime, the difference in the ratio of gross profit is a major difference. As a major channel company, if the amount of fittings is reduced year by year, it means that profits have fallen exponentially.
From the overall analysis, sales of automobiles and motorcycles of various companies have increased rapidly. The proportion of pure national auto sales in total net sales of goods rose from about 20% in 1985 to 46% in 1991, which is a big achievement. However, accessory companies should still use accessories as the basis to expand sales in competitive situations and increase market share. In the period of slight increase in the sale of cars, this position must not be lost. Therefore, we must pay close attention to the adjustment of the model structure of automobiles and change the status quo of “old, slow, and small†(ie, old models, slow structural adjustment, and fewer new vehicle accessories) on the models of our accessories. The structural contradictions of accessories demand are prominent. Due to the long-term impact of "heavy equipment maintenance and maintenance", the "scattered, chaotic, and poor" production of auto repair parts is the main reason for the "old, slow, and little" operation of the sales department.
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