Market Watch
Car companies have entered the market strongly and accelerated the layout of the aftermarket
With the intensification of competition in the auto market, the profits of new car sales are gradually diluted, and car companies have begun to seek new growth points. The aftermarket can not only bring stable income, but also improve consumer satisfaction and loyalty, improve brand influence, with its huge potential and the prospect of continuous growth, the aftermarket has become the focus of car companies.
Kaiyang found that in recent years, car companies have paid more and more attention to the aftermarket business, and this trend is not only reflected in the speed, but also in the breadth and depth of the field. In particular, new energy brands, Tesla launched Model 3 and Model Y color body films;
NIO lays out the tire business; In 2023, 12 independent car companies have followed up on the "three-electric lifetime warranty" policy...... New energy brands are making efforts to the entire aftermarket value chain. From the initial parts sales and maintenance services to today's full-chain market ecological construction, car companies are actively expanding the boundaries of the aftermarket. It is not difficult to predict that in the future, car companies will make all-round efforts to tap after-sales profits into key strategies and create a new market ecology that creates greater value.
In the after-sales project, PPF consumer awareness has gradually developed, film has become an important car beauty project, the explosive growth of the industry has attracted a lot of attention, for the market to maintain a high sensitivity to the car car companies, naturally will not let go of the car coating film, high growth rate, high profit margin products.
What are the advantages of car companies in the field of car coating film?
Compared with single stores or car coating film brand authorized stores, car companies have obvious advantages, they have sales and service outlets all over the country, and master the core data of users, especially new energy vehicle companies, based on the "three electric lifetime warranty" policy, firmly grasp the user's after-sales choice.
1
Car companies usually have a high brand reputation and popularity, providing additional trust endorsement for car film products, making consumers more willing to buy.
2
Car companies have established an extensive sales and service network, including dealers, 4S stores, etc.
3
Car companies can provide more convenient after-sales service for car film products, such as warranty, maintenance, etc.
4
As a player in the automotive industry, OEMs have a keen insight into market trends and consumer needs.
How do car companies get involved in the field of car coating film?
At present, the actions of car companies in the field of car coating film are mainly in the form of OEM or agency brands.
1
Taking the 4S store or new energy delivery center as the scenario, relying on the automobile brand effect, and enhancing the competitiveness of the "car + film" combination marketing method, this method is the most direct way for car companies to make profits, so the quality requirements for car coating film products and the supply chain control are very strict.
2
Sell the film as an accessory for car owners who need to replace or upgrade the film.
3
Establish a partnership with professional car film manufacturers to jointly develop car coating film products suitable for their own models.
4
Through the layout of after-sales chains, car coating film is regarded as one of the after-sales services, such as car enjoyment, BAIC good cultivation, general car workshop, etc., all have car film services.
5
It is also worth noting that in terms of auto insurance business, 17 car companies such as BYD, Weilai, Li and Xiaopeng have poured into the insurance circle to build an auto ecosystem, and the car coating film insurance business may be included.
6
As for whether the car coating film can be included in the factory configuration of the car like the mobile phone screen protector in the future, it depends on the cultivation of the user's mind by the market, after all, the current car coating film is still a relatively high-priced project.
What are the impacts of automakers on the PPF market?
Thanks to the improvement of consumers' awareness of car protection, the car coating film brand has formed a diversified brand positioning strategy by combining traditional and new sales channels and effectively using the resources of the front and rear markets.
Car companies have a stable customer base and professional service team, through the establishment of cooperative relations with car companies, car coating film brands can directly reach potential customers, provide professional product installation and after-sales service, so as to establish brand trust and reputation, and with large chain authorized stores, beauty and renovation stores, online brands, present diversified consumption scenarios, and promote the vigorous development of the car coating film market.
In general, the penetration of car companies into the PPF market has further stimulated terminal consumption and brought a relatively strong boost to the development of the entire industrial chain. As a part of the industrial chain, Kaiyang is willing to join hands with upstream and downstream enterprises to ride the wind and establish a competitive and orderly market system to promote the development of the industry.
