Auto Parts Marketing and Management

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The sales of auto parts should regard the sales business as an important business link, and all the activities of the enterprise should be carried out around the sales, and the sales play a decisive role in the survival and development of the enterprise.

  The sales of auto parts should regard the sales business as an important business link, and all the activities of the enterprise should be carried out around the sales, and the sales play a decisive role in the survival and development of the enterprise.

  Compared with general commodities, auto parts sales have the following characteristics: (1), strong professional technology; (2), diversified business varieties; (3), operation must have a considerable amount of inventory support; (4), business There must be matching services; (5), seasonality of parts sales; (6), regionality of auto parts sales.

  For most auto parts business enterprises, the main way of selling parts is store sales. Whether it is wholesale operation or retail operation, store sales are the basic and direct distribution channels. Generally, the sales department of the store is called the sales department, the sales department, the store, and some are called the sales department, the sales center or the sales company. The focus of spare parts sales management is the management of store sales.

  1. Cabinet group labor for retail sales

  There are generally two ways to divide the work of each cabinet group in the store sales department according to the type of series and according to the vehicle model.

  1. According to the variety series, the cabinets are divided into groups

  All the accessories that are operated are not divided into models, but are operated by department, department, and product name. For example, those who deal in engine parts are called engine cabinets; those who deal in tools are called tool cabinets; those who deal in general electrical appliances are called general appliances. cabinet set.

  The advantages of this cabinet group work method are:

  1) It is more suitable for the requirements of specialization and division of labor. Because the classification of auto parts is divided according to the components of a complete vehicle, such as the engine system, clutch transmission system, drive shaft system, etc., it is more able to combine the essential characteristics of the product. Another example is that metal machinery parts are classified into one category, daily chemical miscellaneous items are classified into one category, and electrical products are classified into one category, etc., which is also conducive to operators’ in-depth understanding of product performance characteristics, materials, craftsmanship and other product knowledge.

  2) There are many types of auto parts. For the operators, it is much easier to learn the product knowledge of the part of the parts that they manage than to learn the product knowledge of all the parts of a certain model. Product name, quality, price and general interchange common sense. Especially in the business of imported maintenance parts, due to the variety of models, and the amount of each model is not too much, it is better to divide the cabinets into groups according to the series.

  3) The universal interchange of certain accessories is complicated, which varieties can be used in common with the accessories of domestic models often needs to be provided by the user, and some conclusions need to be drawn from the comparison of the real objects. If you do not operate according to the variety series, but according to the model, there will be a lot of inconvenience in the above situation.

  2. According to the vehicle type cabinet group

  The cabinets are divided into different car models, such as Santana, Fukang, Jetta, Audi, Dongfeng, Jiefang cabinets, etc. Each cabinet group operates one or two models of all varieties.

  The advantages of this cabinet group work method are:

  1) Some professional transportation units and factories and mines own a small number of vehicle types, and most small and medium-sized enterprises and individual users only own one or several types of vehicles. The current auto parts users are mainly small and medium-sized users. The spare parts procurement plans of these small and medium-sized users are often divided by model. Therefore, a purchase order can be fully prepared in one cabinet group, or even concentrated in one or two counters of a cabinet group to meet all needs.

  2) The division of labor by vehicle model can also be consistent with the spare parts catalog compiled and printed by the vehicle manufacturer. When requesting goods from the vehicle manufacturer, the operating company can easily prepare a purchase plan divided by vehicle model.

  3) Separating cabinets into groups by vehicle type is also conducive to economic accounting and management, but it is difficult to assess economic benefits by operating some varieties of different models in isolation. According to the division of labor by model, according to the statistical data of social model ownership, the economic indicators of purchase, sales, inventory, capital occupation, expenses, and capital turnover are implemented in the cabinet group, which is conducive to the standardization of enterprise management.

  But this method also has disadvantages, that is, each cabinet group has a wide variety of products and has high requirements for operators. They need to be familiar with the performance, characteristics, materials, prices and origins of each product of the model they operate. This is not a very important task. It is easy, and when one accessory can be used in several models, it is often easy to cause repeated purchases and repeated operations.

  The working method of the cabinet group can be determined according to the specific conditions of the enterprise. A larger auto parts business enterprise often sets up several sales offices in one region, or sets up sales offices across regions and cities. Within the store, the division of labor between each other is very important. Some divisions of labor are based on models, such as operating Jiefang, Dongfeng or Santana, Jetta, Audi accessories, etc.; , not only based on comprehensive management, but also have several characteristic models.

  2. Store window display and counter shelf placement

  For the auto parts sales department, it is very important to display products. By displaying samples, customers can deepen their understanding of accessories for purchase. Especially for some new products and general products, it can play a great role in publicity through sample display.

  1. The way of product display

  The ways of product display include window display, counter shelf display, shelf top display, wall display and flat display, etc.

  1) Window merchandise display is to use the shop windows facing the street to display samples specially, and it is a main form of commercial advertisement. Firstly, the products displayed in the window should be representative and reflect the characteristics of the enterprise. For example, a store mainly engaged in automobile tires should display tires of different specifications and shapes skillfully; secondly, it should be beautiful and eye-catching.

  2) Commodity display on counters and shelves is also called commodity display, which has the characteristics of both display and sales, and frequent replacement. Counter and shelf display are the regular work of operators, and they are also the main display in the store. Small items in auto parts, such as spark plugs, leather cups, repair kits, various oil seals, etc., are suitable for this type of display.

  3) Top-of-the-shelf display is to display products on the top of the shelf, which is characterized by occupying the upper space. The display of top-shelf products has a higher field of vision and is easy for customers to watch. This method is generally suitable for related products, such as motor oil, cosmetic cleaners, etc. display.

  4) Wall-mounted display is generally to set up hanging display racks on the wall to display goods, which is suitable for lighter accessories, such as rims, belts, etc.

  5) Flat display is to display some large and bulky products that cannot be placed on shelves or counters on the ground of the business site, such as batteries, engine assemblies, clutch assemblies, etc.

  2. Matters needing attention in product display:

  1) It is easy for customers to identify and meet customer requirements. Products should be placed in rows and columns, neat, organized, numerous but not chaotic, and easy to identify.

  2) There are warehouses and cabinets, and the prices are clearly marked. The products on display should be clearly marked with a price, and there is a price for the goods. The goods are replenished as they are sold, and all the goods to be sold are displayed in front of customers.

  3) Positioning and quantitative placement. Commodities should be positioned and quantified, and should not be moved casually, so as to facilitate the operation personnel to pick and place, inventory, and improve work efficiency.

  4) Classification and placement. It should be regularly placed according to the variety, series, quality grade, etc. of the goods, so that users can choose.

  5) Placement of related products. Putting products that are related in use are displayed together, which can arouse the association of customers and have a joint effect on sales.

  Auto parts market segmentation refers to dividing the market into several meaningful user groups based on investigation and research, according to the needs of users and various differences in purchasing behavior and buying habits. Each user group can be said to be is a market segment. Among the different market segments, there are obvious differences in user needs; within each market segment, the differences in user needs are relatively subtle. According to their own conditions, enterprises select appropriate market segments as targets and formulate their own business plans and strategies.

  1. The role of auto parts market segmentation

  1) It is beneficial for enterprises to analyze market conditions. Through auto parts market segmentation, recognize the demand potential in each market segment, and discover users whose needs have not been met.

  2) It is beneficial for enterprises to formulate business plans and adjust sales plans. After the auto parts market is subdivided, enterprises can formulate different business plans according to the needs of different users, adjust sales plans appropriately, and take effective measures to meet the needs of each segmented market.

  3) It is beneficial for enterprises to concentrate on the use of manpower, material resources and other resources according to the characteristics of the segmented market, and to avoid spreading power. Use various management methods to operate marketable auto parts, so as to obtain economic benefits.

  4) It is beneficial to study the potential demand of the market and find opportunities for the operation to open up new markets.

  2. Standards for auto parts market segmentation

  There is no unified standard for market segmentation. Different products and different environments require different standards. Enterprises should determine the standards suitable for their own needs according to their own actual conditions. The auto parts market segmentation generally has the following division standards.

  1) According to the proportion of models, in which regions and what types of models are more important, we will focus on providing accessories for this type of models.

  2) Divide users into large, medium and small user markets according to their purchasing power, and adopt corresponding supply strategies for different types of users.

  3) According to geographical characteristics, it can be divided into user groups in plain areas and user groups in mountainous areas. Under the conditions of analyzing and understanding these two different geographical characteristics, it is analyzed what parts of the car are vulnerable to damage in these two situations. In general, cars running in mountainous areas are vulnerable to damage to the discs and drums of the brakes; the 1, 2 or 3 gears of the transmission; the bevel gears of the differential; the rear half shaft and other accessories. In this way, it is possible to focus on providing such accessories to mountainous areas. In some remote areas, far away from the railway line, long-distance bus transportation is the mainstay, and each vehicle needs to be equipped with an auxiliary fuel tank. In this way, when the number of similar models is the same, the actual consumption of the gasoline tank will be higher than that of the same type of vehicle. Areas dominated by short-distance transport doubled.

  4) According to the degree of economic development, it can be divided into economically developed areas, relatively economically developed areas and economically underdeveloped areas. The number of passengers (including cars), trucks, passenger and cargo volume and turnover can be determined from the degree of economic development. In areas with a large number of passenger and truck vehicles, large passenger and freight volumes, and large turnover, the demand for auto parts is large. To determine the target market.

  5) Divided according to the degree of reflection on the price of accessories, some users focus on the quality of accessories; some users mainly value the price of accessories. Then, for users who value quality, the accessories salesperson should focus on introducing the performance and quality of accessories; for users who value the price of accessories, focus on introducing the price of accessories.

  3. Issues that should be paid attention to when segmenting the auto parts market

  1) Establish a dynamic concept for market segmentation. Subdivision standards or market characteristics are not static. For example, in a certain area, Jiefang brand vehicles accounted for a large proportion in the past, but now Dongfeng brand vehicles account for a large proportion, or trucks accounted for a large proportion in the past, but now cars account for a large proportion. It's bigger than that. Therefore, it is necessary to conduct investigations and forecasts in a timely manner to adjust sales strategies.

  2) Choose an appropriate strategy for market segmentation. In general, there are three strategies to choose from:

  ① There is no difference in market strategy. It means that the enterprise believes that all users in the entire market have the same needs for a certain accessory, and there is no obvious difference. Therefore, everyone can adopt the same market strategy.

  ②Differential market strategies. It means that the company believes that each market segment has different needs for accessories, so it provides different accessories to meet the needs of different user groups in each market segment.

  ③Intensive market strategy. It means that the enterprise does not take the entire market as the occupation goal, but concentrates on one or several market segments in order to achieve a higher market share in these market segments.

  3) Pay attention to whether it is beneficial to the enterprise to study a market segment as the target market. Whether a market segment is beneficial to an enterprise must meet the following conditions:

  ① This kind of market can be occupied, that is to say, the combination of manpower, material resources and sales factors of the enterprise can be achieved. Otherwise, even if a suitable target market is selected, if the enterprise is unable to occupy it, it will give up halfway, which will inevitably cause losses.

  ②The size of the segmented market must be sufficient to make the enterprise profitable and have considerable development potential. If the market is very narrow, or there are few potential users and poor purchasing power, which is not enough to make the company profitable, it is not worth choosing as the target market and working hard to occupy it.

  ③ The market segment must be a market not controlled by competitors. If the market segment is already controlled by quite strong competitors, it should not be easily selected as the target market even though other aspects of the market segment are relatively good, because in this case, it is very difficult to gain market dominance. Not sure.

  ④ market segments must be relatively stable within a certain period of time. Only in this way can it become the basis for enterprises to formulate long-term marketing strategies. If the market changes too fast, it will bring risks to the enterprise.

  The role of after-sales service

  1) Auto parts management companies provide customers with timely, thoughtful and reliable services, which can ensure the normal use of auto parts purchased by customers and maximize the use value of auto parts.

  2) Win customers and enhance the competitiveness of enterprises. In addition to product performance, quality, and price, high-quality after-sales service can increase customers' favorability for products. Increase the good reputation of the product, improve the reputation of the enterprise, and welcome more customers, thereby enhancing the competitiveness of the enterprise.

  3) Collect feedback information from customers and the market to provide the basis for the correct decision-making of the enterprise. After-sales service can not only enable enterprises to master customer information, but also extensively collect customer opinions and market demand information, provide basis for business decision-making, and enable enterprises to make decisions according to changes in customer opinions and market demand, thereby improving the scientific nature of decision-making , correctness, and reduce risk and error.

  Regardless of whether it is an auto parts business or a customer, after-sales service is very important. Most auto parts management companies also realize that after the sale of auto parts, it is not the end of sales, but the beginning of market occupation.

  Second, the content of after-sales service

  After-sales service is the various services that operators continue to provide after the parts are sold and reach the customer. Good after-sales service can not only consolidate the customers that have been won, but also establish a good corporate image through the promotion of these customers, win new customers, and open up new markets. After-sales service mainly includes the following contents:

  1. Create customer profile

  Client's file management is a special task of collecting, sorting out, keeping and recording changes related to clients' materials and other technical data. The establishment of customer files is directly related to the correct organization and implementation of after-sales service.

  File management must do the following:

  1) The file content must be complete and accurate.

  2) The change of the file content must be timely.

  3) The inspection and modification of files must follow the relevant rules and regulations.

  4) To ensure the confidentiality of certain files and information.

  Customer files can be in the form of cards, and the main contents include: customer name, detailed address, zip code, contact number, legal representative name, registered capital, production and business scope, business status, credit status, supply and marketing contacts, bank account number, where When establishing a transaction relationship with it, transaction records over the years, contact records, spare parts consumption, and source of spare parts, etc.

  2. Categorize customers

  Classify customers on the basis of establishing customer files and conducting investigation and analysis on customers.

  1) Class A customers: basic current accounts with good credit standing, good business style, strong economic strength, many long-term transactions, large turnover, and relatively solid relationships.

  2) Type B customers: general current accounts with good credit status and not too strong economic strength, but who can also conduct general transactions and complete a certain amount of purchases.

  3) Type C customers: average credit status, small business transaction volume, can be used as ordinary contact accounts.

  For different types of customers, different business strategies should be adopted, and priority should be given to deal with Type A customers, with appropriate discounts in resource allocation and pricing; for Type B customers, it is necessary to "maintain" and "cultivate"; for Type C customers, actively strive for ,keep in good touch.

  3. Keep in touch with customers

  The purpose of establishing customer files and customer classification is to contact customers in a timely manner, understand customer requirements, and respond to customer requirements. Frequently consult customer files to understand the usage and existing problems of customer auto parts. The following guidelines should be followed when communicating with customers:

  1) Understand the needs of customers. It is necessary to understand what problems customers have in the use of auto parts, or what other needs customers have.

  2) Listen attentively to the customer's request and make a reply.

  3) Ask more questions to ensure that the customer's requirements are fully understood.

  4) Summarize the customer's requirements. After fully understanding the customer's requirements, it is necessary to summarize and fill in the "Auto Parts Customer Satisfaction Survey".

  5) For A and B customers, regular or irregular user seminars can be held or they can be invited to participate in some celebrations or cultural and entertainment activities of the company to deepen the relationship with them.

  4. Door-to-door delivery and quality "Three Guarantees"

  The delivery service greatly facilitates customers and is currently widely used in the auto parts business industry. The "three guarantees" (guaranteed return, guaranteed replacement, and guaranteed repair) of the quality of the sold accessories have safeguarded the rights and interests of customers, reduced the risks of customers, and also improved the reputation of the company, thereby stimulating business operations.

  5. Understand the usage information of accessories

  It is necessary to actively ask major customers, such as auto repair companies, auto transportation companies, leasing companies, and repair shops of leasing companies, to understand the condition of vehicles, and find out the regularity of customer demand according to the consumption rules of spare parts, so as to assist customers in a reasonable reserve of spare parts in a timely manner. .

  1) To understand the status of the customer's vehicle, mainly to understand the model, number of vehicles, purchase time and usage status of the customer.

  2) Find out the law of customer parts consumption. The service life cycle of a car is composed of the whole process of initial use, normal use, large and medium repair, later use, and gradual scrapping. For professional transport vehicles used by professional transport companies and industrial and mining companies, the consumption of spare parts has the following regularity in the whole process:

  ① Initial stage - normal operation period. Maintenance parts are in the normal consumption stage.

  ②Phase II—the failure period of use. Consumption of incidents rose during this period.

  ③Phase III—the middle repair period. During this period, it is mainly the parts that are worn out, such as the parts of the high-speed moving parts of the engine.

  ④Phase 4 - overhaul period. During this period, it is also mainly worn and consumed accessories, such as engine, clutch, transmission and other parts.

  ⑤Phase five - mixed period. During this period, it is mainly the spare parts for regular maintenance and wear and tear, as well as the spare parts consumed for rework due to the impact of major and medium repair quality.

  ⑥Phase six—the second overhaul period. During this period, in addition to the consumption of accessories for the first overhaul, the chassis must be completely overhauled and some parts replaced. These parts are generally not normal wear and tear, but are caused by untimely inspection and adjustment, mainly rolling bearing damage. result in gear damage. Therefore, it is necessary to conduct a comprehensive inspection and adjustment of the various parts of the chassis during the first overhaul.

  ⑦ Late period - gradually scrapping period. During this period, spare parts consumption falls, and spare parts reserves dry up during the contraction phase.

  According to the above analysis, it can be seen that the consumption of accessories is a dynamic increase and decrease law focusing on different consumption in different periods of use, which reflects the universality of the consumption law of accessories. This is a functional relationship, which is in line with the law of the vehicle service life cycle of. The accessory reserve quota should establish a corresponding relationship with the above-mentioned functional relationship, plus a certain amount of safety reserve, which is the dynamic reserve quota. Reserve spare parts according to this quota, which can meet the needs of spare parts consumption of vehicles in different periods of use. This not only ensures the consumption of spare parts for maintenance vehicles, but also relatively saves reserve funds, and at the same time avoids the backlog of spare parts and the loss of scrapping.

  3) Assist customers to reserve spare parts reasonably

  ① Spare parts reserve should be established on the basis of consumption, and the consumption should be determined according to the consumption, and the analysis of the consumption pattern of spare parts should be strengthened to provide a basis for formulating the storage plan of maintenance parts.

  ②According to the vehicle's technical performance and service conditions, formulate a phased plan for the consumption of spare parts throughout the service life of the vehicle, determine the key points of spare parts consumption in different periods, and then determine the inventory and inventory structure.

  ③Recognize the inventory relationship between assembly and parts to rationalize the inventory. The assembly can be divided into large assembly, small assembly and accident assembly, and they should be reserved in different ways:

  a. Large assembly, such as engine, transmission, etc. The damage rate of this type of assembly is small, and the main components need to be replaced only when they are damaged. The reserve should not be too much, and even temporary purchases can be made when needed. The main reason is that its price is higher, which can save reserve funds.

  b. Small assemblies, such as fuel pumps, generators, etc. They occupy about 2/3 of the whole vehicle assembly. This type of assembly is generally fragile, and it takes a long time to repair, which affects the vehicle's intact rate, and generally the assembly is cheaper than its complete parts. There are often only a few parts in this type of assembly that are vulnerable, and it is not economical to have all of them ready. At present, along with the strengthening of people's concept of time, it is generally required to replace the small assembly, and the original small assembly is accepted, and after being repaired, it will be used as a spare when it is damaged again in the future. According to the actual usage, more small assemblies can be prepared. Stock up on parts purposefully after figuring out what's broken inside it.

  c. Accident assembly, such as frame, bumper, front and rear axles, etc. This type of assembly is mostly damaged by accidents, so it should not be reserved in advance. After receiving the accident vehicle, it is more economical to purchase it from the pre-agreed relationship unit in time.

  d. Special management methods should be adopted for models with very few stocks, in case spare parts are waiting for materials in urgent need, which will directly affect production, such as oil tank trucks and tractors, etc. Therefore, we must find ways to ensure supply. In addition to strengthening the horizontal connection with car owners, there should be sufficient reserves of vulnerable parts to ensure normal maintenance needs. Major and medium repair parts are concentrated in the engine, clutch, transmission and other parts. A spare assembly can be considered for replacement during repair. The replaced old assembly can be repaired within a sufficient time, and unreserved parts can also be purchased at this time. The old assembly can be used as a spare after repair, which reduces a large number of spare parts in stock. Chassis accessories can be overhauled and adjusted during the first overhaul, purposefully put in reserve.

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