Why do big brands of lubricants layout auto clothing chain?

January 18, 2024

Why do big brands of lubricants layout auto clothing chain?

Main body

According to media reports, the number of 11 lubricant brand stores such as Meijia Shell in the current automotive aftermarket exceeds 17,000. As a manufacturer of lubricating oil brands based on manufacturing products, why should they lay out auto service chains?

In fact, most of the early lubricant brands in the way of authorized stores, the brand is placed in the door of the clothing store, but this is not guaranteed, in the temptation of peers to open higher prices, it is easy to be replaced, and gradually, brand owners will change to the clothing brand chain.

There are many lubricant brands, and the market competition is fierce, and each is actively trying to seize the market share. The traditional multi-level distribution channel of "lubricant manufacturer - general distributor - secondary wholesaler - third level wholesaler - store - consumer" divides the channel profits, and the manufacturer's profits cannot be met. In addition, the sales mode, dealers have the huge market resources, Manufacturers have very low control over the whole channel, in other words, manufacturers do not feel safe.

In addition, some professionals pointed out that the purpose of lubricant brand owners to open a store is to let the brand and products really touch the terminal, understand the needs of customers, and establish a service brand in the terminal, under this demand, brand owners need to change the model and gradually transform into lubricant manufacturers - stores - consumers this circulation path.

In this mode, the service of the store can bring service value to the owner, be recognized by the owner, enhance the competitiveness of the product, and thus improve the brand awareness.

Various factors, promote the lubricant brand to embark on the road of brand chain, but in this process is faced with a problem, consumers on the oil brand awareness is low, and product homogenization is very serious, in other words, want to really do a good job of auto chain, the brand still has a long way to go.

Some people believe that if you want to do a good job, you must have four elements, respectively: 1. Have C-end service brand recognition, 2. Own chain store management system, 3. With the matching store on-site landing operation management system output, 4. And part of the self-built, part of the outsourced supply chain management system support.

At present, it seems that the auto service chain has not fully equipped with these four elements, and is constantly exploring and improving.

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