建站步骤-装修直营店

1st

and

2nd

TL

highly

fragmented

Limited

control

of

the

value

chain

ofBosch

Most

car

drivers

1st

hand

buyers

Young

car

parc,

3.8

years

Strong

loyality

to

4S

workshops

Scattered

workshopscene,no

national

chains

Maturity

level

and

professionalismof

IAM

workshops

widely

low

Diagnostics

still

at

the

beginning,mainly

in

4S

ematic

services

at

the

beginning

No

competitor

with

betterpositionthan

BoschAA

CN

Regional

Sales

Workshop

04.2013From

today

to

tomorrow

–

the

market

in

Chinas

Consolidation

of

market

players

isa

matter

oftime

AA

needs

a

better

control

of

thevalue

chain

to

achieve

growth

2nd

hand

car

market

and

car

agewill

increase

significantly

Loyalty

to

4S

will

decrease

New

players

are

showing

up

Regional

networks

start

up

Cars

are

computers

on

wheels,expert

know

how

required

ematics

starting

on

regional

level

Parts,

Bytes,

Service

out

of

one

handfrom

BoschIf

we

don’t

act,

we

risk

to

loose

our

competitive

advantage

in

the

market2Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013Elements

to

sh the

market

(examples)OnlinebusinessOnline

platform,

online

catalogues,

mobile

solutions

to

offernew

touch

points

of

mobility

users

and

to

correspond

with

new

user

behaviorWorkshopequipmentIncrease

efficiency

in

workshops

(connected

workshop),

improverepairaccuracy,

reduce

waiting

time

and

errors,

increase

customer

satisfactionematicsNew

players

and

decision

makers

show

up,

e.g.

insurances,

fleet

operators(connected

vehicle)FranchiseConceptBinding

concept

for

workshops

to

increase

loyalty

and

control

of

the

valuechainOtherbindingconceptsIncrease

loyalty

and

offer

entry

points

to

cooperation

between

market

playersand

Bosch

on

various

trade

levelsProgramexpansionsReact

/

support

market

trends:

Repair

(Diagnostics),

Reman,Lubricants,

…The

clever

combinations

of

elements

leads

to

competitive

strength!3Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013

Ms.

Wang

drives

to

her

office

for

work,

when

she

receivesa

phone

call

fromher

al

mobility

call

center:

“Good

Morning

Ms.

Wang.

We

just

got

an

information

from

your

car,

that

your

regular

car

maintenance

shouldbe

done

during

the

next

two

weeks.

According

to

yourcar’s

drive

log,

the

next

maintenance

needs

about

4

hours

and

costs

approxima

y

3500

RMB,

if

no

unforeseenexchanges

to

be

made.

These

costs

are

covered

with

your

annual

insurance

package.

If

it

is

convenient,

we

canoffer

you

several

convenient

options

for

workshops,

according

to

your

drive

pattern.

If

you

want

us

to

book

the

time

in

the

workshop,

please

let

me

know.

Do

you

want

tobring

the

car

in,

or

do

you

want

a

pick

up?

Which

carcanwe

book

for

you

as

a

courtesy

car?”A

day

in

the

future

of

“Ms.

Wang”

CCCematics

Diagnostics

Mobility

Services

Workshop

network

Online

services

Mobility

services4Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013today.

We

can

see

in

the

online

car

log

book,

that

last

time

the

BrakeDiscs

and

pads

were

still

fine

and

hadn’t

been

changed.

We

willcheck

immedia

y

how

they

look

today.

You

can

join

me

into

the

workshop

to

havethe e

check

or

doyou

want

to

enjoy

a

short

breakfast

in

the

waiting

area,

until

we

areready

with

the

pre-check?

We

will

send

you

the

full

protocol

to

your

tablet

PC

or

Mobile

phone

within

the

next

10

minutes.

Besides

the

regular

maintenance,

your

car

needs

4

new

brake

discsand

pads

at

this

time.According

to

your

full

service

package,

youcan

get

the

“good”

program.

If

you

want

to

have

a

smootherbrakingwould

cost

1.200

RMB

more,

to

be

paid

by

your

own.

You

can

pay

bycredit

car

or

use

your

Bosch

extra

points

of

your

VIP

card.

All

products

are

available

at

our

wholesaler

and

arrive

here

within

the

next

20

minutes.

Which

ones

may

I

order

for

you?”

“ e

to

Bosch

Service

Ms.

Wang.

Yes,

your

car

is

scheduled

for

BCS“Ms.

Wang”

in

the

workshop

Online

Diagnostics

Connected

workshop

Mobility

serviceexperience,

I

would mend

you

the

Bosch

“best”

program,

which

Product

portfolio

Customer

loyalty

Diagnostics

online

Ordering

platform5Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Franchising

–

the

new

concept

of

AA

CNStrictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,AA

CN

Regional

Sales

Workshop

04.20137BCS

Franchising

China

(Draft,

04.2013)PurposeSponsor

(customer)ResultSuccess

Indicator

e

the

nation-wide

fullservicefranchise

concept

and

sh the

market.Roll

out

franchise

concept

in2014Successful

convert

existing

BCS

into

franchisepartnersWin

new

workshops

as

franchiseesControl

of

the

value

chain

into

the

workshopsCreate

an

attractive

business

portfolio

forprofitable

growth

of

the

franchise

system

andBCS

networkIncrease

the

no.

of

BCS

w/

strong

control

of

thevalue

chain

as

secured

sales

channel

inCNStrong

lever

against

wholesalers

beforeconsolidation

starts

on

1st

TLIncrease

professionalism

of

BCS

networkAttract

investors

to

BCS

as

profitable

businessEnsure

market

access

for

PBS(Parts

Bytes

Service)

implementationFor

whom?Whatshould

beachieved?How

do

wemeasurethe

result?Start

the

Franchise

model

in

4Q

20146.000

franchised

BCS

in2020Control

70%

of

the

BCS

T/O

in

the

franchise

systemEstablish

mandatory

transaction

platform

for

networkrs

and

franchisees

in

2014Achieve

>15%**

of T/O

with

Bosch

products

/services

in

BCS

in

2020Break

even

of

Franchise

company

in

2017Ensure

average

profitability

per

Workshop

of

14%**preliminary,

**

preliminary,

incl.

lubricantsWhy?AA/BVAA/RP-APAA/SIAA/SIA-AP•AA/SWS,

/-AP•,

/-WSCreproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Market

Environment

for

Franchise

conceptNeed

for

Franchise

Ensures

more

controland

influence

Allows

fasterexpansion

of

BCSnetwork

Gives

strong

leveragainst

wholesalersand

better

control

ofvalue

chain

nation-wide

fullservice

franchiseconcept,

sh

marketLegal

Framework

Legal

framework

todaysupports

franchise

Requirement:

Twocompany

ownedworkshops

in

operationfor

at

least

one

yearbefore

application

Design

of

franchise

isspecifiedwithincontract1)1)

e.g.

scope

of

business,

fees,

terms

andconditions

of

goods

and

services,

and

termination

and

liability

agreementsBosch

providesBrandBusiness

ConceptControlKnow-HowProductsControl

&

InformationRevenuesFeesBCS

providesFranchise

allows

faster

expansion

and

increases

control

over

the

value

chain.8Strictly||

3/26/2013

|

©

RobertBosch

GmbH

2013.s,

also

regardinganydisposal,

exploitation,AA

CN

Regional

Sales

Workshop

04.2013reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.5

Success

Factors

of

Franchise

SystemsQuality

of

Offerings

Clear

definition

of

servicesand

requirements

Professional

ation(manual)

Quality

standards

andcontrollingBrand

Mgmt.

Consistent

brand

providesrecognition

value

Brand

positioning

as

majorelement

Mutual

dependency

amonginvolved

partiesInnovation

&Knowledge

Mgmt.

Top-down

and

bottom-upinnovation

activities

have

tobe

aligned

Continuous

information

andknowledge

sharing3Human

Capital

Mgmt.

Continuous

expansion

andtraining

of

franchisees

Clear

rules

andprofessionalism

in

recruitingfranchisees

TransparencyNetwork

Mgmt.

Active

support

(refining

thesystems,

marketing,

etc)

Continuous

improvementprocess

Utilization

of

economies

ofscaleThe

China

Factor

Adapt

to

local

requirementsand

habits

Rapid

expansion

to

securemover

advantage

Tight

control

of

distribution

Early

identification

of

relevanttrendsSource:

Ahlert

et

al.

(2005

&

2007),

Taylor

(2005),

Shane

&

Spell

(1998),

Flocken

&

Loose

(2005),

Mohr&

Speckmann

(2002),PWC

(2006),

Roland

BergerStrategy

Consultants

(2009)1245AA

CN

Regional

Sales

Workshop

04.20139||

October

10,

2012

|

©

Robert

Bosch

GmbH

2012.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013Current

BCS

modelWorkshopWholesalerBCSBosch

PartsParts

Others

1(Bosch

parts

related)Parts

Others

2(Non-Bosch

related)Others(Car

beauty,Lubricant,

Tyre)Boschr

1r2r

3PartsrWholesaler

ABosch

ADWholesaler

CWholesaler

BAA/China

only

controls

Bosch

parts

supply

chain

to

Bosch

AD

/BCS10Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013The

future

BCS

modelBosch

ownflagship

BCS

/

franchised

flagship

BCS

/

franchised

BCSBosch

PartsParts

Others

1(Bosch

parts

related)Parts

Others

2(Non-Bosch

related)Others(Car

beauty,

Tyre)BoschAuthorizedAuthorizedAuthorizedr

1r2r

3TransactionplatformWholesalerPartsrTransactionPlatformOrder

SystemWorkshopBosch

ADAuthorizedwholesaler

1Authorizedwholesaler

2Authorizedwholesaler

3Transaction

platform

to

control

the

whole

value

chain

fromrs

to

workshops11Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013Network

development

(Draft)RBTSMaster

Franchisoror

CoCoPossible

example

of

network

built-up20112012201320142015ffAA/SWS,

AA/RP-AP,AA/SI,

-/SWS,

-/RP-AP,:

Kick-off

BCS

strategy

project

andmarket

ysis:

Concept

workshopduring

BRIC

conventionAA/BV:

Initial

approval

of

setting

up

4

Bosch

ownedBCSBVS:

Confirmation

of

strategyOpened

1st

CoCo

BCS

in

BeijingDevelop

conceptDefine

1st

Bosch

owned

BCS Setup

BCS

2

to

4Develop

franchise

concept

and

apply

for

franchise

icenceNetwork

transitionOpen

3rd

CoCo

BCS

in

Shenzhen

Open

4th

CoCo

BCS

in

GuangzhouOpen

5th

CoCo

BCS

in

NanjingStart

ofBCS

franchising14Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013Functions

in

the

Franchise

Company

(noChart!)ProgrammanagementBCS

FranchiseConsultantsNew

BCSRecruitmentTeamSupport

Services(Internal

focus)ITInfrastructureHRQualityManagementRetailManagementMarketingHRConsultancyFinanceConsultancy*

Resources

could

be

situated

within

franchise

or

other

departments17

HC71

HC11Recruitment

&Consultant

team10Controlling551Real

EstateConsultancy111

BusinessConsultancy2FranchiseStandards52Processes&

Training55

BusinessDevelopment532CategoryManagement5PurchasingTeam2

InternalTrainingHotline1A0

dminback

office2347360

HCEstimated

HC

development:2013:

142014:

442020:

100

plus

field

staff15Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.AA

CN

Regional

Sales

Workshop

04.2013

BOC1

Beijing:operational

BOC2

Chengdu,Class

2,

Aug

2013

BOC3

Shenzhen,Class

2,

Sep

2013

BOC4

Guangzhou,Class

3

Dec

2013

BOC5

Nanjing,Class

1,

2014CoCo*

BCS

–

Status

and

plan*Company

owned

Company

operated16Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Bosch

Car

Service

Beijing,

1st

floor

1,600

m2

workshop

300

m2

customer

area

23

working

bays

13

lifts

Full

Bosch

diagnostics

Car

wash

machine

Painting

cabinet

Collision

test

bench

23

technical

employees

10

customer

employees

4

logistics

employees

3.25

CTG

employeesAA

CN

Regional

Sales

Workshop

04.201319Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Service

scope

CoCo

BCS

Bj

Car

service/maintenance

Car

repair

Diagnostics

(FSA,

FWA,

SDL)

Air

condition

Tyre

Chassis

repair

incl.

suspension

Engine

repair

Transmission

repair

Body

work

incl.

collision

test

bench

Car

painting

Car

wash

and

car

beauty

Car

insurance

Used

car

inspection

RetailingAA

CN

Regional

Sales

Workshop

04.201320Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Customer

area

CoCo

BCS

BjCustomerreceptionBoschdisplayareaTechnicalmanagerandinsuranceAA

displayAA

CN

Regional

Sales

Workshop

04.201321Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Customer

area

CoCo

BCS

BjCustomerrelax

zoneRetailingandBoschkitchenKid’s

cornerwith

Bosch

toysAA

CN

Regional

Sales

Workshop

04.201322Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Workshop

area

CoCo

BCS

BjSDLbrake

andsuspensiontestBody/paintincl.Car-O-linerand

paintingcabinetAnother8

liftsfor

repairandserviceCar

beautyarea

incl.washingmachineAA

CN

Regional

Sales

Workshop

04.201323Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Workshop

area

CoCo

BCS

Bj5S

forallequipmentOil

supplysystemTooltrolleysincl.TCSAA

CN

Regional

Sales

Workshop

04.201324Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Dealer

Management

System

CoCo

BCS

Bj25Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Service

process

CoCo

BCS

BjAppointmentVehicle

receptionAgreement

with

customerPerform

service/repairQuality

controlExplanation

to

customerVehicle

hand-overAA

CN

Regional

Sales

Workshop

04.201326Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.Connected

Service

(future

plans)

CoCo

BCS

Bj27Internal

||

26/03/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardingany

disposal,

exploitation,

reproduction,editing,

distribution,

as

well

asin

the

event

of

applications

for

industrial

property

rights.New

Business

Model

- al

Assistant

to

DriverSafety

&

Security

–

Accident

Alert

&

HandlingCustomer

service

center1PlatformTransmitting

Service

Alert

whensensor

detect

abnormal2Information

toservice

provider5Roadside

Assistance

&

Repairbooking6Get

service

in

theservice

station29Strictly||

May

7,

2012|

©

Robert

Bosch

GmbH

2012.s,

also

regarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.New

Business

Model

- al

Assistant

to

DriverDiagnostics

&

Emissions

–

Diagnostics

AlertPlatform1Transmitting

Service

AlertInformation

about

Service

AlertBosch

CarService

Center25Get

serviceFollow

the

booking30Strictly||

May

7,

2012|

©

Robert

Bosch

GmbH

2012.s,

also

regarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.New

Business

Model

- al

Assistant

to

DriverMiscellaneous

–

Driver

CommunityBosch

Driver

Community

Platform

can

provide

a

lot

of

features:

Ranking

of

‘Fuel

Consumption”

Highest age

per

month

Fastest

speed

in

history

Microblog

linked

to

mainstream

media

Bosch

discount/promotion

information

sent

by

push

news

Points

change

gifts

(link

to

eXtra)

…31Strictly||

May

7,

2012|

©

Robert

Bosch

GmbH

2012.s,

also

regarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Strictly|

AA/PJ-FRC

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

alsoregarding

any

disposal,

exploitation,32Future?

Starts

now!reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Strictly|- 1

|

3/26/2013

|

©

Robert

Bosch

GmbH

2013.s,

also

regardinganydisposal,

exploitation,Tmall

Shop2012

AA

Online

Sales

Channel33reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Tmall

Online

Shop

Report01.2013Keytone

of

B2C

Online

Shop

Feasibility

Study01-05.2011

Online

shop

project

kick-off06.2011

Trial

run

of

Tmall

Flagship

shop10.2011

1

Mio

CNY

shop

T/O

realized12.2011

Official

opening

of

Flagship

shop01.2012

Total

Customer

nr

reach

0.3

Mio07.2012

11.11.2012

Single

Day

T/O

reach

1.47

Mio

CNY11.201234|-CMS

|

15/01/2013

|

©

RobertBosch

GmbH

2012.s,

also

regarding

any

disposal,

exploitation,reproduction,

editing,

distribution,

as

well

as

in

the

event

of

applications

forindustrial

property

rights.Vertraulich

|

Abteilung

|

©

Robert

Bosch

GmbH

2009.

Alle

Rechte

vorbehalten,

auch

bzgl.

jeder

Verfügung,

Verwertung,

Reproduktion,

Bearbeitung,

Weitergabe

sowie

für

den

Fall

von

Schutzrechtsanmeldungen.Tmall

Shop35Tmall

Shop|-CMS

|

15/01/2013

|

©

Robert

Bosch

GmbH

2012.s,

also

regardinganydisposal,

exploitation,Tmall

Online

Shop

Report

01.2013Retail

Priceincrease,stockproblemstockproblemmidyear

promotionleads

to

growthSpringfestivalTyphoon,

PriceAlignment

leadstogrowthSingle

DayPromotion

11/11Pricewith

360buyT/O

AA

Tmall

Shop

2012Data

Source:ht

/

Log-on:博世汽车配件件旗舰店:神翼Password:

bosch01sy

Total

Sales

2012:

4.15

Mio

CNY

(ex

)

Traffic

(PV

and

UV)

are

quite

stable

and

expectedto

increase

continuously,

due

tocommunication

activities,

and

new

product

launchPVSales0Ja