With the gradual expansion of China's vehicle consumer market, it has brought unprecedented opportunities and challenges to the development of auto parts. With the development of the automotive parts market continues to deepen and improve, the marketing channels of parts companies will continue to undergo new changes, the old channel model can no longer adapt to the changes in the new situation, how to develop their own effective marketing channels for parts companies has become the goal of many parts companies to explore.

Problems in Marketing Channels of Auto Parts

Insufficient channel control

The scale of China's component manufacturing enterprises is becoming larger and larger, and the requirements for the control and radiation of marketing channels are becoming more and more strict, especially the power of channel middlemen is increasing, which leads to the fact that in China's component marketing channels, the control of manufacturing enterprises on the channels is far from enough, which is embodied in the distribution relationship and dealer function.

On the one hand, the distribution relationship is unstable, component manufacturing companies and sales companies have not formed a stable partnership of benefit sharing and risk sharing, and the distribution of benefits between manufacturing companies and distributors is unreasonable, resulting in the relationship between the two. The relationship is unstable, and the performance rate of corporate distribution contracts is very low. On the other hand, the function of the component distributor is not perfect. Most parts dealers have sales functions alone, and relatively few dealers can provide parts supply, maintenance and information feedback services at the same time. The direct impact of the separation of the dealer's sales function and after-sales service function is the reduction of the dealer's credibility and satisfaction.

Frequent Channel Conflicts

In the parts marketing channel, channel conflicts often occur. There is a conflict between the manufacturer and the distributor, where the manufacturer calculates the company's revenue and profit based on the number of parts delivered to the distributor, and the distributor's increased inventory means that the manufacturer's revenue and profit will increase, so the manufacturer will urge the distributor to place more orders. However, dealers in the case of sales decline, excessive inventory means greater costs. The difference between component dealers who believe that manufacturers' behavior prevents them from looking for opportunities to control costs, and manufacturers who believe that dealers' reluctance to purchase more goods hinders the growth of sales and profits, creates a conflict between the two.

Dealer information feedback lag

Most of the distributors of component enterprises can not feed back their sales information to the manufacturing enterprises in a timely manner, resulting in manufacturers can not get their products in the market performance in a timely manner, so that the transmission of reverse information in the marketing channels obstacles, so that component manufacturing enterprises on the market and the ability to grasp the customer is greatly reduced. Moreover, component manufacturers will also be affected when making independent marketing decisions, and will be more and more affected by distributors. The phenomenon of distributors deliberately information to manufacturers has led to a decrease in customer satisfaction and seriously affected the brand image of component companies. In the long run, terminal sales will become worse and worse, and companies will also lose money like the butterfly effect and go bankrupt.

Low level of channel service

The channel service level of automotive parts refers to the ability of the parts marketing channel to provide customers with pre-sale, in-sale and after-sale services. Excellent parts dealers need to strengthen their service level, especially to improve after-sales service, but there is still a big gap between China's parts enterprises, including vehicle enterprises, and foreign manufacturing enterprises. Some parts dealers, when the customer bought the product, do not make a return call, the service attitude is also very poor, it is difficult to make customers satisfied. Improving the service ability of the channel can strengthen the customer's loyalty to the enterprise, let the customer feel the serious and responsible attitude of the enterprise while using the company's products, and deepen the customer's trust in the enterprise. Improving the service capabilities of channel providers can allow manufacturing companies to enter a virtuous circle and form a good reputation for marketing. At present, domestic tires like Michelin and Goodyear have already made their own brands in the parts marketing industry. Raising the service capacity of China's own brand component product channel is an important part of channel construction.