The world's largest auto market is rewriting “top-level design” and launching a historic revolution.
The State Administration for Industry and Commerce announced on August 1 that since October 1 this year, the State Administration for Industry and Commerce will stop the implementation of the record of the general automobile dealers and authorized dealers of automobile brands.
This is another “simple government decentralization” for the management of the automobile industry. In the legal sense, it will end the licensing model for the automotive industry. Future car companies and auto dealers are expected to find out more about the transformation of the automotive industry sales model.
The auto industry is more concerned that this paper announcement will clear the legal obstacles for the current anti-monopoly investigation in the auto industry.
In addition to anti-monopoly investigations for luxury cars such as Audi and Mercedes-Benz, the National Development and Reform Commission has also completed a monopoly investigation on the price of spare parts for 12 Japanese companies and will be punished.
Auto analyst Zhang Zhiyong believes that the next step in the auto antitrust investigation is expected to involve more manufacturers, not just high-end car brands. "The anti-monopoly of the automobile industry should break the monopoly of the production enterprises on dealers' after-sales service and spare parts supply channels."
Undoubtedly, the break of anti-monopoly barriers will reshape the relationship of the entire automobile industry chain, and the high-margin “dark road” of multinational auto companies is expected to be cut off. The market participants of dealers, suppliers and other market players will increase their voices, and the market will embark on a more open and regulated track.
As a result, the productivity of the automotive industry will be released twice.
From the perspective of the top-level design of the entire industry, the simple “market-for-technology” rigid model will be abandoned, and the market that has removed the barriers to competition will be more competitive, which will also benefit the rise of local superior competitors.
The SAIC has a large-scale "simple administration and decentralization"
The General Administration of Industry and Commerce announced that since August 20, the SAIC will no longer accept the filing materials submitted by the automobile suppliers. The list of authorized dealers and authorized dealers of automobile brands that have met the filing conditions will be announced in the last batch of filing lists in September.
After the implementation of the record-keeping work, the automobile dealers (including the general dealers) engaged in the sales of automobile brands shall be handled in accordance with the relevant regulations on industrial and commercial registration management, and the business scope of their business licenses shall be uniformly registered as “automobile sales”. According to the filing list document promulgated by the State Administration for Industry and Commerce, the business license of the “X×Brand Auto Sales” and the authorized dealer of the automobile brand have been registered as the “X×Brand Auto Sales”, and can be applied for change registration as “Automobile Sales”.
According to the General Administration of Industry and Commerce, the move is to transform the government's functions and make the market play a decisive role in resource allocation and better play the role of the government.
The China Automobile Dealers Association believes that the announcement of this announcement has been brewing for a long time, and the main significance lies in the "simplification of government and decentralization." For enterprises and distributors, the cycle of authorized dealers will be greatly shortened in the future, without wasting 3-6 months for filing, thus reducing operating costs.
“The removal of brand authorization filings is a regulatory approach.” Automotive analyst Cui Dongshu believes that this is a realization of the transformation of government functions. There is no need for government departments to approve market-based manufacturers' brand building matters. At the same time, it is also opening up market access to make the sales competition of imported cars more full, so that Chinese businessmen can earn the money they earn.
After the automobile industry stops the brand authorization operation and records, in the legal sense, the dealer can operate multi-brand products without restrictions, and is not limited to one company legal person to operate a brand.
Some analysts believe that this is also a prelude to the implementation of the "Automobile Brand Sales Management Implementation Measures" in the past decade. But car analyst Zhang Zhiyong believes that this is a misunderstanding. The automobile brand management method does not explicitly stipulate the brand authorization business model, and more regulations are the obligations of the OEM to regulate the operation. Only the OEM has passed the dominant position and turned the obligation into a right. After canceling the brand authorization operation record, the OEM and dealers will become more equal. In fact, the OEM will still choose an authorized dealer to operate.
In fact, the brand authorization business model of the automobile industry was established during the development of the private car market. The first Guangqi Honda to establish a brand special 4S point is to provide more convenient services for private consumers through independent sales and repair shops. This is a better overall competitiveness than the multi-brand hypermarket model that was dominated at the time. Therefore, the 4S shop model has adapted to the consumption upgrade and replaced the hypermarket. Since then, the car brand management filing has only solidified in the legal sense.
The brand management model is still a very important consumer protection system. If the brand sales are released, the dealers will not be able to get the benefits of building subsidies from the manufacturers, and the market price system will fall into chaos. From the perspective of market competition, allowing multi-brand sales is not the mainstream, as the core market competitiveness of manufacturers will therefore decline. The dominant position of the vehicle industry is not determined by the policy, but by the core competitiveness. "There is no big dealer group in the world, only a large group of manufacturers. The world's major automobile groups promote social and technological progress, not dealers to promote industrial progress."
In the new market competition trend, a certain degree of hypermarket mode is also the demand of manufacturers and distributors. For example, the large dealer group such as Guangwu Automobile Trade Co., Ltd. regards Auto City as a major market expansion model, which can better concentrate resources such as land. After the formation of multi-brands, the Big Automobile Group also has the need to integrate multi-brand sales and maintenance service resources.
The era of imported car profits or the decentralization of the policy of ending the policy will promote the liberalization of the import vehicle sales system. Cui Dongshu analyzed that after the monopoly system of the general agent dealers of automobile sales was broken, the auto dealers did not need to obtain the goods from the general distribution office, nor did they need to obtain the authorization of the manufacturers. They could import the vehicles directly from overseas, and the market competition would be more sufficient. The “parallel import” model, which was once regarded as a niche route, will also gain greater market increments and price discourse rights, so the decline in the import vehicle price system faces the “squid effect”.
But he also believes that parallel imports also require a sound access and regulatory system. "Cannot expect parallel imports to completely change the current profiteering, parallel importers are also pursuing huge profits." And the purchase channels are different, many importers are also facing policy challenges that interfere with foreign markets. At the same time, with the expansion of parallel imports, the average fuel consumption management mechanism now implemented by the general dealer system will also be affected. "It is difficult to buy a car and repair a car cheaply" will become an objective problem.
With the development of market competition, the car sales model must be changed in a timely manner. Zhang Zhiyong believes that with the development of auto e-commerce, the future factory direct stores will become a mainstream mode. Because consumers can complete the car purchase process through the e-commerce platform, this will reduce the dependence of manufacturers on dealers, and only need direct stores and exhibition halls. A niche brand like Tesla has always adhered to the direct store model and believes it will be a development trend in the automotive circulation industry.
In addition, with the deepening of the anti-monopoly investigation, more and more models, especially imported cars, will begin to “bleed” at the price. Since July, Jaguar Land Rover, Audi, Volvo, Mercedes-Benz and other luxury brands have actively lowered the relevant prices, including the vehicle market guidance price, spare parts prices and after-sales service prices.
This will mean that the era of luxury cars, especially imported cars, is expected to be ended, and the cost of purchasing and repairing these models will be greatly reduced.
Anti-monopoly will reshape the announcement of the automobile industry order industry and commerce bureau, which is also considered to be related to the current anti-monopoly investigation of the automobile industry.
Zhang Zhiyong believes that the abolition of auto brand authorized sales, giving dealers an independent and equal status relative to the OEM, thus objectively providing a condition for breaking monopoly operations from the legal level. However, the anti-monopoly investigation in the auto industry is not based on the brand management approach, but on the basis of the Anti-Monopoly Law.
Recently, with the launch of the anti-monopoly investigation in the automobile industry, the high-end automobile brands referred to by the limelight have “reduced the price” and responded to the anti-monopoly investigation of the National Development and Reform Commission. On August 5th, Chrysler China announced that it will reduce the price of some products and spare parts, so that the "price reduction tide" will spread to the whole line of high-end car brands.
In terms of the monopoly of vehicle prices, the General Administration of Industry and Commerce will cancel the exclusive agent model after importing the general dealer. The expansion of the “parallel import” model will also reduce the price of imported cars. However, from the current point of view, the price reduction of luxury cars promoted by anti-monopoly investigations is far from being in place.
According to the “Zero Ratio Factor” (the ratio of the sum of the price of all the spare parts of the vehicle and the sales price of the vehicle) disclosed by the China Insurance Industry Association and the China Automobile Maintenance Association, the complete vehicle accessories of 18 common models in China “ The zero-ratio ratio coefficient reached a maximum of 1273%, including luxury models such as Mercedes-Benz, which was pointed out that the “zero-ratio ratio coefficient” was too high. Experts pointed out that the general "zero ratio factor" is reasonable at 300%, and 11 of the 18 models involved in the survey are above 400%, with a minimum of 272%.
Zhang Zhiyong believes that the next step in the auto antitrust investigation is expected to involve more manufacturers, not only for high-end car brands. "The anti-monopoly of the automobile industry should break the monopoly of the production enterprises on dealers' after-sales service and spare parts supply channels."
This shows that breaking the monopoly of automobile after-sales service is by no means as simple as the price cut by manufacturers. In the Chinese auto industry dominated by joint venture vehicles, another common criticism is the monopoly of parts and components.
The industry's view on the monopoly of automobiles is more consistent. In the production and manufacturing, especially in the procurement of spare parts, the foreign party is basically "thinking." In the current production of joint venture car manufacturers, the foreign party is in an absolute control position in the control of the spare parts system. This also limits the growth of the local supplier system and the living space to a large extent. At the same time, the foreign side also makes “secondary profit” from the upstream manufacturing industry of spare parts.
With the advancement of anti-monopoly investigations, it will help to reshape the market resources of the automotive industry. The Secretary-General of the Association, Fuda, believes that breaking the monopoly of accessories and maintenance technology will benefit the automotive aftermarket and economic development. After the monopoly of accessories has been broken, there are many choices for the market, and this requires third-party certification through the introduction of quality management regulations for auto parts to achieve market opening and regulation.
The break of anti-monopoly barriers will reshape the relationship of the entire automobile industry chain. The high-profit dark roads of multinational auto companies are expected to be cut off, and the market participants of dealers, suppliers and other market players will have stronger voices, and the market will be more open and The track of the norm.
The productivity of the automobile industry will thus enter the second release. From the perspective of the top-level design of the entire industry, the simple “market-to-technology” rigid model will be abandoned, and the market for removing the barriers to competition will be more competitive and thus beneficial to local competitive competition. The rise of the people.

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