汽车后市场外文文献翻译Word格式文档下载.docx
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汽车后市场外文文献翻译Word格式文档下载.docx
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Throughouttheautomotiveaftermarketindustry,seniorexecutivesarefacingtherealityofprivatebrands.Similardynamicsexistoutsideoftheautomotiveaftermarketandareintensifyinginothersectors,suchastraditionalconsumergoods.Alsoknownas“privatelabel”andreferredtoacrossmanyconsumer-orientedindustriesas“storebrands,”“controlbrands”or“ownbrands,”theirrisingprominencehasledtopexecutivestoask:
•WhatissuesandrisksdoU.S.-brandedmanufacturersfacewithrespecttoprivatebrands?
•Howaremarketforcesdifferenttodaythaninyearspast?
Howwillthislandscapeevolve?
•HowcanIbetterunderstandmyoperationalblindspotsinanincreasinglycompetitivelandscape?
•Whatcanmymanagementteamfocusontoprotectandgrowmybrands?
Wheredowestart?
•Whatarethesimilaritiesanddifferencesbetweentheprivatebrandtrendsintheautomotiveaftermarketandtheconsumerproductssector?
•Whatcanbelearnedbyautomotiveaftermarketexecutivesfromtheprivatebrandexperiencesinothersectors?
Althoughanswerstothesequestionsarenotsimpleandsomemarketdynamicsarenotyetfullyclear,theavailabilityofprivatebrandsandothercompetitivetrendsaregrowingintheautomotiveaftermarketcommunity,justastheyareinmanyconsumerproductsegments.
Oneoutofeverythreeconsumerproductssoldbyoneofthenation’slargestretailersisnowprivatebrand–upfromoneoutofeveryfivejustafewyearsago.WithU.S.privatebrandsalesinthegrocerymarketsurpassingwellover$80billion,forexample,privatebrandscannolongerbeignoredbyconsumerproductmanufacturers.TheU.S.marketshareofprivatebrandsinfood,drugandmassmerchantchannelsismorethan20percent,accordingtoindustrydataresearchfirms.Morethan80percentofconsumersshoppinginbigbox,warehouseclubsandsuperstoresfrequentlybuystorebrandsand,dependingonthespecificproductcategory,multiplestorebrandsatatime.Retailersarefocusingmoreresourcesonprivatebrandingtoenhancemargins,increaseshelfvelocityandexpandstoreloyaltyandtraffic.
Privatebrandinginfood,drugandmassmerchantconsumerproductschannelsisnotanewphenomenon,norisitanewconceptintheautomotiveaftermarket.However,therearedifferencesinthedegreetowhichprivatebrandpenetrationhasoccurredintraditionalconsumergoodsindustriescomparedwiththeautomotiveaftermarket.Thefactorsgivingrisetothesedifferencesincludethenatureanduseoftheproducts(e.g.,immediateconsumptionvs.durablegoods),theabilityoftheconsumertoexercisepreferenceatpointofsale,technologicalorotherbarrierstoentryforalternativemanufacturerstoproduceprivatebrands,thedegreetowhichproductsaresubjecttoregulatorycontrols,andthedifferencesinthechannelsinwhichtheproductsaredistributed.Notwithstandingthesedistinctions,privatebrandingwillcontinuetoimpactthecompetitivelandscape.
Consumerbehaviorhasgonethroughadramaticevolutioninthepastfiveyears,withtheeconomicshiftsanddownturns,andwiththeexplodingaccesstoinformationandtechnology.Thelinesofconsumerprioritiesareblurringandshifting,andregardlessofbrandorproductmix,measurementandmanagementoftheseshiftswillbethekeytostrategicsuccessandgrowthinaglobalmarketplace.
TheU.S.automotiveaftermarketisoneofthesinglelargestmarketsintheU.S.andisincreasinglyaffectedbyprivatebrandinfluencessimilartootherconsumerproductmarkets.However,totalprivatebrandpenetrationintheaftermarketisnotascloselymeasuredandmonitoredasinotherconsumersectors.Asbrandandproductstrategiescontinuetoevolveamongaftermarketchannelparticipants,moresophisticatedmeasurementsofprivatebrandpenetrationratesarebeginningtotakeroot.
ISSUES,OPPORTUNITIESANDRISKS
Thedegreeofmarketconsolidationamongretailersisbelievedtobeoneoftheinfluencesatworkindrivingincreasedprivatebrandmarketsharepenetration.Retailconsolidationisalsooneofthecontributingfactorstoincreasingretailerpricingleverage,accordingtotheAASA(AutomotiveAftermarketSuppliersAssociation)Q42009AftermarketSupplierBarometerreport,andultimatelycanleadtosuppliermarginerosion.
Retailconsolidationcancreateeconomy-of-scaleadvantagesforprivatebrands,allowingbranddevelopmentanddeploymentcoststobespreadincrementallyacrosshigherproductvolumes,decreasingtheirrelativeperunitvolumesignificance.Further,privatebrandpenetrationappearstovaryacrossproductcategories.Thoseexperiencingahigherdegreeof“commoditization”(littleornoperceiveddifferentiationacrossbrands)havedemonstratedhigherprivatebrandmarketsharelevelscomparedtoproductcategorieswithlowdegreesofcommoditization.Withintheautomotiveaftermarket,productcategoriessuchastires,accessoriesandmaintenancepartsareshowingsimilartrends.OnerecentresearchreportforbrakecomponentsalesfromFrost&
Sullivanshowsprivatebrandshada60percentmarketsharein2009andareexpectedtoincreaseto66percentby2015.
Monitoringprivatebrandmarketsharepenetrationlevelsineachaftermarketproductcategorywhereabrandedmanufacturerparticipatescanhelpassessthecurrentdegreeofcommoditization.However,detailedandaccuratedataregardingprivatebrandpenetrationlevelswithinmanyaftermarketproductcategoriesarenotreadilyavailable—unlikeotherconsumablessectors,wherescanner-leveldatafromIRIandNielsenoffersgoodvisibility.Privatebrandpenetrationvariesbytypeofproductcategory,geography,channelpartnersandconsumersegment.Havingmoredataandmeasurementsregardingprivatebrandpenetration,consumerbehaviorandsupplychainvisibilitywillbeessentialmovingforward,inordertorespondtoopportunitiesandrisksandsustainacompetitiveadvantage.
Understandingcustomerandconsumersegments:
privatebrandpreferences
Demographicandethnographicsegmentpatternsmatter.Morethan50percentof18-to-34-year-oldsbuymorethanhalfoftheirconsumerstaplesfromprivatebrands.Attitudinalsegmentation—similarattitudesandvaluessuchasdegreeofimportanceplacedonthedealerorrepairprofessional,partsavailability,do-it-yourself(DIY)considerations,pricesensitivityandconvenience,sharedacrosssegments—canshowvaryingdegreesofinfluenceonprivatebrandchoices.Understandingcustomerandconsumerdecisionsacrosstheentirevaluechainfrommanufacturertoultimateconsumerwillenablebettertailoringofbrandpositioningandmoreeffectivepromotionalprograms.
Knowingyourcustomers,wheretheypurchaseandwhatdrivestheirpurchasedecisionsisparamount.InMarch2010,Ernst&
Youngconductedasurveyofmorethan1,000consumersanddiscovered:
•56percentofconsumerssurveyedpurchasedvehiclepartsandaccessoriesingeneral
automotiverepairshops,partsandaccessoriesstores,orchains;
•22percentpurchasedthemfromnewandusedvehicledealers;
•15percentpurchasedthemfrombigbox,warehouseclubsandsuperstores(nonautomotive);
•7percentpurchasedthemonline;
and
•20percentalsoservicedtheirvehiclethemselves(maintenance,repair,customization).
Privatebrandmarketdynamicsareimpactingaftermarketchannelsthroughwhichthemajorityofproductsaresold.Developingauniquevaluepropositionforeachconsumerandchannelsegmentbasedonchannelcustomerinfluenceswillbeparamountinmaintainingmarketshare.
Understandingconsumerdefectionrates(velocity,magnitudeandmotivations)frommajorbrandstostorebrandswithinaproductcategorycanbeanexcellentgaugeofbrandrelevancyintheeyesofabrand’suserbase.
Theautomotiveaftermarketisexperiencinglowbrandawarenessincertainproductcategories.Forselectmanufacturers,thisimpliesthattheriskofbecomingacommodityandfacingmoremarginandsalespressuresisinfluencedbydegreeofbrandloyaltyacrossshoppers.RetailerswithDIYordo-it-for-me(DIFM)shopperadvocacyprogramsfocusingonservingrepairprofessionalscancreatebrandloyaltyamongtheirconsumersforstore-brandedproductsusingtheirreputationasatechnicalservices-orientedsupplierofparts.Manufacturersalsoaretryingtogetclosertotheirprimaryandsecondaryconsumersandraisebrandawarenessthroughtechniquessuchasprofessionalinstallertrainingprogramsandadvertisingcampaigns.Thesespecialoffersaredesignedtoreinforcethemessagethatlonger-lasting,better-performingreplacementproductsaretoday’sbestqualityandare
alonger-termaffordabilityoptionforconsumers.AccordingtorecentNielsenCo.dataonconsumertrends,akeypieceofdatatokeepinmindwhenconsideringconsumerbehaviortrendsfor2010isthat,“Valuemessagingmustincludedifferentiationbeyondpricingforconsumers.”
Retailengagement:
keepingadvocatesandinfluencers
Repairprofessionalrecommendationsandinfluencesonconsumerchoiceareimportantdimensionsintheprivatebrandornamebrandsuccessequation.AccordingtoaJanuary2010Frost&
Sullivanreport,vehicleownerswilladoptrepairprofessionalrecommendationsforbatteriesuptoone-thirdofthetime.Theimportantquestiontoaskis:
Whatarethekeyinfluencestherepairprofessionalslookatwhenmakingbranddecisions?
Itisimportanttorecognizethatallparticipantsinthesupplychannelinfluencetherepairprofessional’schoice.
Newandusedvehicledealers,accessorystoresorautopartschains,bigbox,warehouseclubsandsuperstores,onlineprovidersandsearchp
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