Source: AC Auto
Preface
In the critical period of change brought about by the new auto insurance policy, the 4S "Golden Hammer" is out of control, can the repair shop make the insurance company believe that it can be controlled?
Author 丨Black Ship Come Sailing
Source? |?AC Auto
A few days ago, the New Beijing News published the "unannounced visit to two 4S stores: smashed good parts fixed damage and then repair? Intercepted fluid recycling and re-sale" article, once again exposing the auto repair industry "smash car income" shady.
Photo: Beijing News
According to the report: SAIC Volkswagen Beijing Hengxing Tiancheng 4S store maintenance staff, in the accident vehicles before the fixed loss of manipulation of the hammer smashed good parts.
The staff member who smashed the car said, "The insurance company gives (compensation) money anyway." The staff of Dongfeng Nissan's Beijing Shengtong franchise store, in order to save time and "improve human efficiency and efficiency," privately fabricated maintenance and inspection reports.
For the construction of some "fluid" projects, through "a pour" or "retain and resell" the way "skillfully dealt with! The company's business is a major player in the industry," the company said.
The two 4S stores have the same purpose, hoping to gain more maintenance profits through such violations.
On the same day, SAIC Volkswagen and Dongfeng Nissan spoke out on the incident, denying that the 4S stores had "improper" maintenance behavior.
The former ordered the stores in question to shut down and rectify the situation, while the latter canceled the star ratings of the stores in question and set a deadline for rectification.
The report attributed the incident to the fact that "the auto repair industry has always been an industry with a high threshold and high technical barriers.
Some profit-minded 4S stores in society, in some difficult to monitor the operation of the link and maintenance links, to take some methods very covert, consumers are difficult to monitor and forensics approach, wantonly violating the legitimate rights and interests of consumers."
Behind this incident, there is a set of data public data shows: car insurance claims amounted to about 91% for accident car repair, 4S stores accident car repair scenario premium payment accounted for about 96%.
Behind the smashed car repair, is the unscrupulous 4S store and insurance company's interests entangled. The real accident car repair "pay", is the insurance company.
"Twenty years" repair chaos and insurance companies "swing"
To understand the root cause of the 4S store "smash car repair". To understand the root cause of the 4S shop "smash car repair", it is necessary to clarify the relationship between the entire repair system and the insurance company.
In 1998, the domestic automobile market is in the stage of enlightenment, at this time the car repair business has taken shape.
In the view of He Bin, who joined the industry in 1995, the auto (or motor vehicle) repair market in those days was dominated by repair shops.
Because the insurance market is based on "volume as a transfer", whoever has a huge customer flow entrance will be able to get the attention and favor of insurance companies.
In the first decade (1998-2008), repair shops became the focus of insurers.
At that time, insurers did not have digitization software, staff supervision was not comparable to today, and specific parts payout standards were not systematic.
So "whether you choose a 4S store or a repair shop, there is no essential difference in insurance marketing costs." And the low cost, less things repair shop, become the main partner of the insurance company.
"It was probably around 2008 that insurers started to gradually alienate repair shops.
"Based on the idea of "volume as a shift" in insurance sales, the growing new car market has led to more customers for 4S, which has indirectly boosted the insurance business.
The car owner group in the major brands under the bombardment of manufacturers, and gradually formed a "4S maintenance is guaranteed", "expensive reason" and other cognitive.
The explosion of new customers and revenues has led to a boom in the auto insurance market along with the new car market.
To this point, the insurance marketing policy of emphasizing 4S over repair shops was fully formed.
This situation has continued until 2018, when new car sales began to show negative growth, and major insurance companies before and after, for the repair shop has launched a class of certified "owners service center" as a symbol.
4S "Golden Hammer" smashed afraid of insurance companies
As the saying goes, "starve the timid, brace the bold". 4S store repair chaos concentrated outbreak, began in the decade of high growth in new car sales
Usually, the insurance claims process is roughly divided into: the customer declared insurance, insurance loss adjuster out of the scene, photographic loss determination, repair after the re-examination, acceptance and payment of the amount of coverage.
Earlier, the bold claims adjusters in the insurance loss determination process, slightly increase the amount of compensation.
4S stores in the form of cash return part of the "hard fee" to the claims, the latter also through the cash "appeasement" owners. This is a "win-win" situation.
If the above under the desktop deal, in the insurance company claims dam dug an inconspicuous "anthill".
Then, insurance and 4S accident claims game, more attributable to the host plant for 4S stores after-sales parts sales targets and rebate policy.
Under the influence of rebates and other rules, 4S in order to sell more parts, have to increase efforts at the level of accident car repair.
If you can't reach the relevant requirements, not only is there no rebate, but you may also face penalties from the OEM. Therefore, "what can be repaired, can not be repaired, looking at the need to replace" are through the replacement to complete the repair.
2019 and 2018 auto zero-over-all ratio
On the other hand, in order to raise the repair offer of the accident car, the price of original parts also remains high.
Taking Mercedes-Benz as an example, the comprehensive gross profit margin of spare parts is about 46% at the 4S store end only. "The factory gross profit of some categories is even as high as 100 percent or more." Car dealers long sword said.
The high repair costs caused by replacement can all be solved by insurance companies. For one thing, there's no need for owners to pay for it themselves, and 4S pages don't have to worry about no one paying.
Satisfy the former maintenance requirements at the same time, but also completed the latter's work assessment. The insurance company based on the "should be compensated for all the compensation" insurance logic, it is difficult to have room for negotiation.
"Smash repair logic is very simple, that is, consumers as long as a repair as new car, 4S stores can earn more money, while the insurance company earned a reputation.
In the long run, the operating costs of insurance companies to the point of high." He Bin is helpless about this.
In order to make the claims smooth, some 4S stores will form a "tacit understanding" with the insurance company staff, the latter charged a certain percentage of the benefit fee to help the former to fulfill the procedures.
"Because the insurance company assessment of the hard indicators of the resident staff, only the new car insurance volume and renewal volume."
Beginning of 2017, new car sales profits have seen a general decline, "micro-profit and 0 profit" has become a common problem faced by the new car sales end of the 4S stores.
4S store management is more concerned about the profit contribution of the repair and maintenance field, check the head of the automobile distribution group after-sales service financial data, can also confirm this statement.
He Bin said the growth of 4S renewal business with the increment of new car policies, so that the insurance company is passive. Car owners habitually resort to the 4S system after an accident, again reinforcing its industry voice.
High voice means strong dominance, and insurers are more likely to favor 4S stores when handling insurance business.
On the one hand, it is to stabilize the insurance company's sales channels, and at the same time get more sweeteners from the insurance company's rebates and payouts.
"The actual situation is far worse than reported," said Changjian, "absolutely most 4S stores can 'pay continuously' when accepting repairs of accident vehicles. That is to say, as long as there is damage caused by the accident, can be combined to pay.
Repair master and service adviser is to repair costs as income commission, for them, the more bad places, the more places to replace, the total cost is higher, commission naturally rise."
With the recent reform of car insurance by and by, this chaos has been converged, but by no means can be eradicated in a short time.
So, the insurance company's telemarketing team, digital team "on the horse", ostensibly to meet the "compliance" needs, but in fact, more in order to put an end to this mess, the customer information will be retained in the insurance company.
"So after this auto insurance reform, many insurance companies are willing to put the incentives to the repair shop to do.
Because we (repair shops) have low repair costs, insurance companies through their own infusion is a direct endorsement of us.
Increase and decrease the cost of the industry trend, insurance companies can naturally calculate the account." He Bin said.
Claims wind control to help repair shops return to the main position?
After the fee reform, insurance companies began to focus their attention on repair shops.
This is not only because of the high claims and channel costs of 4S stores, but also because of the rationalization of the future prospects of the repair market.
Taking Guanghui Automobile as an example, since 2018, the profit from new car sales has seen a serious decline, and although it is still the main source of the company's revenue, the source of gross profit is the after-market business such as repair and maintenance.
The above chart can be clearly judged, representing the "maintenance service" segment year by year. As of year-end 2019, the ratio of profit from new car sales to profit from repair services was already 1:1.
Similarly, Zhongsheng Holdings increased its after-sales service revenue to 13% of total revenue after 2016, compared with only 9% in 2011.
According to the data disclosed by Huatai Securities: Zhongsheng Group's after-sales service gross profit is as high as 45%, which directly improves the group's overall profit structure.
Public data show that the highest profit repair "accident car" program, the gross profit margin of social maintenance stores is about 35%, and some brand 4S stores can reach more than 50%.
Behind the high profits, in addition to 4S stores "to replace the repair", there are insurance companies to pay the rules of "favoritism".
As mentioned earlier, the insurance company for the 4S store can implement the "continuous payment". At the same time, it is also possible to get the full amount of the original parts.
For the repair shop, the possibility of continuous payment is very low, the amount of material compensation with the original parts + sub-factory parts of the "mixed model".
"Objectively speaking, some problems can be repaired. But the quality of repair is not the builder's word, but the owner's own judgment.
In this model, under the fixed loss policy given by the insurance company to the repair shop, most of the latter can only choose to repair, and there is no more money to replace."
As mentioned earlier, about 91% of the amount of car insurance claims for accident car repairs, 4S stores accident car repair scenarios premium payments accounted for about 96% of the 919 car insurance new policy, the insurance company's revenues may also be lower, making the repair shop in the future or will be more likely to be valued by the insurance company.
"Because we repair shop controllable", He Bin bluntly said, "4S stores can be additional damage, repair shop can only be one time out of the insurance; 4S stores single-vehicle type spare parts complete, repair models less.
Repair shop full category parts rich, repair models more. Under this logic, insurance companies can cover more stores with fewer people."
4S store insurance staff can easily form a certain degree of "tacit understanding" with the store staff, and it is difficult for insurance companies to fundamentally control.
This tacit understanding means that insurers need to pay more for sales, but it is difficult to guarantee the speed and quality of business development.
He Bin believes that "most operators of maintenance companies are investors, and insurers have direct access to the principals.
This means there is no need for him to 'skate' for his own personal benefit. As long as he gets a full rebate, he can incidentally implement operational monitoring for the insurer."
On the other hand, in He Bin's view, with the gradual formalization of the maintenance industry, similar to the Mercedes-Benz "potential distribution" platform to open the original parts for export, so that the 4S system and the repair shop system to gradually flatten the differences in the accessories;
4S maintenance technician "store tide!
4S maintenance technician "shop tide", so that the ladder of personnel technology gradually convergence; outside the generally recognized "professional equipment", in the homogenization of today also towards convergence.
In the critical period of change brought about by the new policy on auto insurance, the 4S "golden hammer" is gradually getting out of control, but whether the repair shop can make the insurance company believe that it is controllable, so as to regain the dominant right to repair accidental vehicles, will become extremely important.
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This article comes from the author of the automobile home car, does not represent the views of the automobile home position.