Car "private practice" to be weighed against the interests of all parties to a trend

Posted on 8/17/2015 3:34:42 PM

Recently, BMW launched a customized version of the model M3 exclusive version, custom BMW M3 for color interior has been modified, more emphasis reflects the sport. Earlier, the department personalized overhaul BMW BMW indicidual also launched a customized version of the BMW 7 Series.
In fact, a lot of customization of cars has become an outlet, inside the appearance of color, wheel size, the location of the logo, with or without luggage rack, etc., can be used as a Alternatively purchase program, chosen by the consumer. Of course, this approach can not imagine the company, demand for consumer price custom cars also have to mention one of the causes of customization.
Caterpillar 320D injector valve Deputy Secretary General of the Association of Automobile Dealers China, Luo Lei said that these different needs, market demand can be released when approaching the top, or become a new growth market.
1 has become a new trend of consumption
Speaking of customization, we have to mention the Rolls Royce. This has always been committed to providing consumers with the brand of personalized services, and even pet owners look embroidered on the seat family, the owner of the bag exactly the same modulation paint color. Of course, more time is needed, but also need to add more costs. So in a sense, from the beginning luxury search is personalized, with mass production of two completely different concepts.
However, in recent years, with 80, 90 groups will gradually become the main car, the car is not just a simple means of transport, consumers unique and individual needs, is making "custom car" concept the ultra-luxury brand exclusively in terms of luxury brands and even joint and independent brand extension business. The new smart fortwo only appears to provide consumers with 40 kinds of body color, the color is also a big problem 雷诺卡 Bean, offers a variety of colors of the roof and interior color; Previous attempts custom Tesla, can allow consumers to see through the roof of the net, wheels, interior, audio, and other settings, and then the next, and then by the company for production.
It is understood that some of the prices of luxury car brands are generally provided with a high-yield sector, such as the BMW M and Mercedes AMG, this type of division is mainly producing high-performance version of the production model or introduction of special edition models. Last year, Jaguar Land Rover also established a special department similar to the provision of engineering services and custom exclusive design and some traditional products.
However, still not comparable joint ventures and its own brand of vehicle personalization and luxury brands. Most joint ventures and its own brand called custom is still concentrated in color and configuration. In other words, a selection of the many programs offered in car prices, rather than by the consumer for a new program of individual production is done.
Deputy Secretary General of the Association of Automobile Dealers China, Luo Lei said that in the domestic market, said customization is more a tool for business marketing. True customization needs to extend to the design, procurement and other aspects, so consumers around the vehicle involved in the whole process from production to use.
However, no matter what kind of vehicle personalization, the goal is to satisfy consumer demand. As more and more consumers demand cars have personalized, custom vehicles become a trend, but a distant concept or minority private share.
2 Most car prices is still the initial stage
There is demand customized vehicle does not mean that the true sense of customization can be implemented immediately. The car customization and personalization of small appliances in general is different, complexity far beyond making a cell phone or a computer, so to achieve from design to sale of customization is still a long way go.
Although the road is long, but some companies have begun to customize really try. In April this year, Chang'an Automobile and Auto House reached a strategic partnership, both parties will jointly build a new open platform, platform users can participate personally in various aspects, from design to prototype experience. Kay car repairman wing has launched a crowdsourcing model, wants consumers to participate in the process for repairing specific platform.
It is understood that customize the main features are sales quotas, in the case of zero inventory of the first sale, and to organize efficient chain of supply order. In short, that means of the corresponding platform, consumers can the company in one, the company received orders for direct procurement of raw materials, design and production, and then distributed to consumers through the network, It is a complete personalization process. According to reports, this benign production order can improve inventory turnover rate, improve the efficiency of working capital, and ultimately reduce costs and selling prices.
While personalization is a double benefit of a good thing, but as a new business model, "not what you produce," the simple process, will be for the transaction costs, the impact of production costs, capacity payment, and many other factors.
Former President Lee car home want to have custom cars divided into three stages, the period of the Enlightenment, the period of transition and maturity. Including the period of enlightenment, it is more than the current model and configuration of some minor exterior improvements, in the name of "Custom Shop" and online sales. And Kay Wing "restful crowdsourcing" project, despite Kay, general manager of Zheng Zhaorui wing custom car car called another attempt, but at the operational level still faces many problems, such as the feasibility of Internet programs, How to craft production links questionably, so the end result is still unknown.
3 weighed against the interests of the parties
To carry out car customization, Internet, car prices, dealers, consumers will be participating in the process, just to satisfy the interests of all parties, a custom car to finally leave.
In the field of car customization, the Internet job is to build a platform to collect feedback from users and feedback to the company. But the key car customization or applied depends on the ability of manufacturers. Prices of traditional cars, in order to complete the custom production, there is a lot that needs to be changed. First, companies in the acquisition, production, sales and other aspects of the new management model, while companies in ideas but also recognize the importance of the individual needs, change the car customization and superficial conceptualization.
Meanwhile, in a large internet platform, businesses and consumers have the opportunity to communicate directly, but this is a traditional dealer crisis. In the customized production, consumers through a single network, car prices of logistics and product distribution to consumers, which means that prices for cars last car dealers, car dealers trust to help the business model of repayment, the interests of nearly 30,000 car dealers or to be touched breaks.
Perhaps the process of customizing cars, the biggest gainers was consumer. A sense of the full participation of the people is a good shopping experience. But custom car may make consumers face the same increased costs of the car, and service times and other issues already waiting.
From this perspective, not the sale of the needs of automotive customization can quickly production, adapted to the crisis in the car market brings opportunities, but also need to explore gradually way to capture, and the advantages and multiple disadvantages interests.

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