36
wolk after sales experts
03.07.2015
00119955
Interview with Dr. Friemel
(Daparto) (3)
Antti Wolk: Looking at the new logistics center of ATP, it is clear how professional the line up of the online parts dealers actually is. This
development even fills the classical parts dealers with envy.
Dr. Friemel: Exactly. Everyone who has dealt with the issue of time-sensitive logistics will be amazed because this logistics center absolutely
represents the current "State of the art". Logistics will be one of the key criteria for future success.For any online business, fast delivery,
high availability and good prices are decisive factors. Successful e-commerce can be carried out only if the provider will have the
appropriate size and its logistics are well planned. Small companies will be confronted with major challenges, especially in the field of
availability and fast delivery. 3 or 4 years ago, delivery times of up to four days were tolerated by the customer. This will change drastically
in the future. Vendors with slow delivery times will fail perspectively, because they will not be able compete with big players who are faster.
Indeed, it appears in other Internet branches that the big players prevail step by step and that the market is dominated by a few.
Antti Wolk: Do you expect new online stores to entering the German market in the future?
Dr. Friemel: Generally, many developments seem possible. An example of how internationalization can be implemented quickly is Mister Auto.
The same route is possible for others, too. This is true for online- as well as to offline-dealers from Europe. The logistical challenge of
supplying goods over night or in two days is rather small in this sector. Merchants from Poland and France could potentially enter the
market. Even the Netherlands or the UK raise some interest for automotive e-commerce because of the recent LGQ takeovers. Looking at
SAG / Derendinger from Switzerland, developments have already taken place in Germany by the Q11 auto parts store. As I said, quite a few
scenarios seem likely, maybe even that international parts wholesalers buy their way into the German market through online initiatives.
Antti Wolk: For several years, the carbuilders have increasingly and targetedly started to distribute to free workshops. Do you see a similar trend
on daparto.de?
Dr. Friemel: On our platform, the share of OEM parts is very low, primarily because OE data quality is poor compared to IAM data. However, data
quality is crucial in order to sell parts online. The fact that the automakers will be showing a bigger interest in the online parts market is, for
example, represented by Mister Auto's recent acquisition by PSA. OEMs will see to it that with similar deals, the online distribution channels
can be secured. Here, the thinning out of the dealer networks is a factor. For some customers, stopping by their local dealer to purchase a
part will simply not be an option anymore. These customers will then be forced to order online.
