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In the after-sales service market, "fake goods proliferation" is plaguing consumers and accessories manufacturers. “Our work this year is focused on cracking down on fraud.†Recently, Cheng Peng, after-sales market manager of Philips (China) Investment Co., Ltd., told reporters. Coincidentally, Mai Weixiong, managing director of U.S. Yousifang Group Asia Pacific, also told reporters: “We are adopting some anti-counterfeiting measures in order to prevent after-sales service from counterfeiting.â€
The proliferation of counterfeit goods in the after-sales service market is an indisputable fact. "Not only is the first-line brand first-line products, even the second-line brand second-line products are also a lot of fraud." Gasgoo.com CEO Wenkai Chen told reporters. “If the targets are the LOGOs of big brands such as 'Toyota’ and 'Volkswagen', such parts and components will be fake in all likelihood, because the manufacturers’ control of the original parts is very strict and they have factory LOGO parts. Impossible in after-sales service market. "
However, counterfeiting is not an easy task.
Interests in making "The more well-known brands, the more counterfeit goods." In an auto parts market in Shanghai, a brand agent Zhang, who declined to be named, told reporters. As an authorized agent of a brand, Zhang told reporters that the products he sells are not all genuine, because the profits of fake products are much higher than those of genuine products.
Take Bosch spark plugs as an example. For a Bosch real platinum spark plug, the cost of light costs 40 yuan to 50 yuan. Agents add intermediate profits to the repair shop. The cost of a repair shop is about 50 yuan to 60 yuan. Even if the repair shop sells 80 yuan, the profit is still between 20-30 yuan, and the profit is not high.
On the contrary, if you sell a fake Bosch Platinum spark plug, the cost price is only 5 yuan to 6 yuan. The middleman sells it to the repair shop for more than 20 yuan. The repair shop sells for 60 yuan, although from the perspective of the consumer, The price is lower, but whether it is a middleman or a repair shop, profits are higher than selling genuine goods.
Especially products such as solar film, if it is counterfeit products, the production cost is only 10 yuan, wholesale to the car beauty shop tens of dollars, sold to the customer when it becomes three or four thousand dollars, illegal profits of up to several times.
“Internal experts all know that there are more fake goods in aftermarket parts and components than real goods.†Zhang told reporters that many times, the real thing is displayed as a sample, but the real ones are fakes.
"We are keen on selling counterfeit goods. The key lies in the fact that the current agency mechanism is too complicated to raise prices at all levels and create a living space for counterfeit goods." Chen Wenkai told reporters.
Generally, a foreign-funded parts and components company will set up general agent, first-level agent and second-level agent in China. Take a Kunshan repair shop to purchase parts and components produced by a manufacturer in Kunshan. For example, general Kunshan manufacturers will have an agent in Jiangsu, an agent in Jiangsu and then sell to a secondary agent in Suzhou, and a secondary agent in Suzhou. It will be sold to Kunshan's third-tier agency, and then sold to auto parts company, then sold to the repair station, and then to the repair shop in Kunshan. The price increase at each level, and finally the price of the repair shop, is generally higher than the 4S shop, which makes if the repair shop sells genuine products, there is no profit at all, and there is no price advantage.
In the end, the repair shop chose to either sell all fakes or sell some real goods and sell some fakes.
Parts Market Needs "Country America"
With the increasing technology of counterfeiting, it is more and more difficult to identify auto parts and components. Many dealers selling counterfeit goods are agents who are genuine goods at the same time, which also makes parts manufacturers very headache. In order to prevent dealers selling counterfeit goods, parts manufacturers also think of various methods. Previously, SKF, Bosch and other foreign-funded enterprises also set up anti-counterfeiting coalitions to jointly fight counterfeits and crack down on counterfeit costs. However, it eventually disappeared.
Because of the market, there are more and more domestic manufacturers of counterfeit goods. At the beginning of the establishment of the company, many domestic manufacturers started the “shortcut†by copying famous brands. Usually these fake versions of the “Shanzhai version†can reach a sales profit of 300% or more of the production cost, thus letting many small companies enjoy it.
"In order to eliminate counterfeit goods from the source, our focus in 2014 was to reform channels, make channels more flat, and strengthen the management of dealers," said Cheng Peng. Mai Weixiong told reporters that they also specifically cooperated with a company that specializes in anti-counterfeiting and used their latest anti-counterfeit labels. Through the "anti-counterfeiting coding", "rainbow spot", "miniature coding" and "anti-transfer label" four major technical means to prevent fraud, at the same time, the system can also provide product tracking, to provide an effective way to supply chain management to prevent Dealer stocks goods.
However, it is very difficult for parts and components manufacturers to crack down. The most critical reason is the large number of parts and components sales channels in China. China has more than 100,000 retailers or wholesalers registered by the Bureau of Industry and Commerce, more than 15,000 4S stores, and approximately 100,000 independent companies. Repair shop, about 10,000 professional tire dealers, more than 97,000 gas stations.
"The anti-counterfeiting process will be accompanied by changes in the channels." Chen Wenkai believes that only when the channels are slowly integrated and large-scale channel brands emerge, can this situation be changed. Such as the emergence of special sales parts "Gome" "Suning", and "Auto Parts Network" similar to the "Jingdong Mall" e-commerce. However, this will be a long-term process.
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