A Rational View of the Current Automobile "Ecommercialization"
When online shopping gradually becomes a habitual shopping method, the automotive industry is also embarking on the trend of e-commerce. Many people in the industry and major auto makers have also made judgments and attempts, but at least until now, everyone has not reached an agreement on the e-commerce of automobiles. As for how the e-commerce of cars should go and whether There is also no unified conclusion about the doubt. However, a lot of people should be able to reach a consensus that the ultimate model for the e-commercialization of the automotive industry should be the real realization of sales on the Internet as well as home appliances. The reality is that the automotive industry is still trying to explore the road to e-commercialization.
Regarding the benefits that automotive E-commercialization will bring to the automotive industry, many people can cite a long list of factors, such as saving the cost of intermediate circulation to make the price of cars lower, and car companies can more easily understand the needs of consumers through the online back-end. Through the Internet, consumers can shorten the cost of buying cars by choosing a car. In short, if you can successfully bring the automotive industry to the Internet, the impact it can have on the automotive industry can be described in terms of subversion, and the benefits to the auto makers and consumers will be endless. But just as the fox under the tree looks at ripe grapes, it's time to talk about grape acid, whether it's an effort to jump upwards, or to find a ladder to climb and taste it easily. In fact, the auto industry is still It is annoying how to realize the commercialization of automobiles.
Of course, the author is not trying to crack down on the efforts made to realize the e-commercialization of automobiles. On the contrary, it is paying tribute to some car companies or dealers who have been feeling touched by stones and have taken steps toward e-commercialization. Compared with hesitation, at least they are already on the road to exploration, and some have even achieved a phased harvest.
Based on its implementation platform, the current domestic auto industry's e-commercialization can be initially divided into three categories.
The first type is based on the official website of car enterprises, through the scheduled window or hotline phone, collects the consumer information that intends to purchase the car, and then finally achieves delivery at the dealership through manual contact. It can be said that this category can not be called strictly in the sense of network sales, it can be regarded as a way to accumulate sales leads at most.
The second category is the use of third-party e-commerce platform to achieve network sales. For example, some car shopping festivals held by vertical portals, through a number of car companies to give a certain amount of promotional discounts to attract quasi-consumers with purchase intention to place orders, in essence, this is similar to everyone's common catering, movie tickets and other group purchases. Then there is the official flagship store opened on the e-commerce platforms such as Tmall, JD.com, Suning, etc., and the vehicle delivery is completed at the dealership by means of receiving a deposit, which can be roughly divided into two types due to the different products provided: It attracts consumers by giving different promotions to offline dealers. The models are the same as those under the line. Shanghai Volkswagen, Changan Automobile, etc. are considered to represent each other. The other is to attract consumers by special models that are different from the dealerships. Online direct sales, such as JAC Yue Yue. At present, this way of borrowing third-party e-commerce platforms is being adopted by most car companies.
The third category can be called "self-reliance portal", which means that auto enterprises or dealers establish their own e-commerce platform to realize sales of their products on the Internet, and further expand to include the automotive aftermarket. The huge automotive electronics mall that was launched on November 10, 2013 was counted as one. It can be said that the practice of the huge vehicle is similar to Suning's on-line Suning Tesco. It is said that the e-commerce platform has achieved a certain amount of car sales. Then, on the March 28th of this year, Shanghai Auto enjoys a huge momentum. However, at the moment, at least, no real car network sales have been achieved. Leaving aside the more primitive type 1 automotive E-commercialization, the above two and three categories are essentially different in terms of platform usage. Therefore, these two types of methods can not bypass the two issues of realizing the real commercialization of automobiles: The first is how to promote automotive consumers to change the traditional car buying habits, and trust online shopping; the second is in the existing dealer 4S As long as the store model has become a system, how can car companies balance their existing channel interests?
In the second category of automotive E-commercialization, car enterprises participate in the centralized car purchase activities held by the automobile portal site. However, for consumers, it is only a change from the previous offline car sales exhibition to the Internet. , it is a new channel to promote promotional information. In such a process, car companies can not effectively track the purchase process of consumers, and consumers must also mention the car at the dealership side, it does not seem to bring consumers other and more different car experience .
Through the opening of flagship stores on e-commerce platforms such as Tmall, JD.com, Suning, etc., and attracting consumers with promotions that can be superimposed with offline and offline activities, the methods of participating in activities organized by car portals are also essentially The only difference is that car companies are directly involved in the car purchase chain. It is understood that most of the time, this method is not actively involved in the consumer level, and it is often at the dealership that the sales consultant acts as a bargaining chip to inform consumers that it is a type of offline promotion. Online form. Of course, this approach did not undermine the interests of current distributors, but at the same time did not see consumers have a different sense of trust in online shopping.
A few days ago, Shanghai Volkswagen entered into a strategic cooperation agreement with Suning to enter Suning Yuntai as a third-party merchant. Through the information that has been announced so far, it can be seen that Shanghai Volkswagen provides online or telephone consultation booking test drive through Suning Yuntai, and then consumers to confirm models online, take a new car and make payment, order generation, received verification Code SMS, buyers use the SMS verification code to go to the 4S shop to pick up the car, and finally make online confirmation and evaluation. This method is slightly different from the way in which transactions are handled on Tmall. After the consumer confirms the purchase of the vehicle, he pays the car through online payment.
Initially, this approach seems to be a further step in the realization of network sales, but there are still two doubts here, the first car manufacturers will disclose more sales data to third-party e-commerce platform, the second consumer For this reason, it is necessary to complete a large amount of money payment on the Internet, and this method should not present a more comfortable experience to consumers. It can be speculated that SAIC Motor’s cooperation with Suning at the same time as SAIC Motor’s promotion of Che Xiang Network should not only mean selling on the Internet.
In addition, by providing special models that are different from those on the dealership side to attract consumers to achieve online direct sales, such as the JAC Yueyue approach, it can be considered as an attempt to achieve real automotive E-commercialization: JAC Yueyue at Tmall flagship store The direct sales volume has been sold from the initial monthly sales of about 200 vehicles to the current 2000-3000 vehicles. The online direct sales method reduced the minimum price of high-profile models to about 37,000 yuan, undoubtedly laying the foundation for sales growth.
In addition, the existing Jianghuai dealers do not sell Yueyue, only provide experience and other value-added services, and also avoid the conflict of interests with the original distributor channel. Of course, this special vehicle model has similarities with the online and offline models used by home appliances. But for the automotive industry, which needs to balance a large amount of up-front cost investment through economies of scale, this particular vehicle approach also requires car companies to have sufficient courage.
As for the “self-reliance portal†approach, as mentioned above, it is just different platforms for realizing e-commercialization. In the course of operation, the above two types of multiple operating methods can also be implemented.
But no matter what, if you want to truly realize the e-commerce of the automotive industry as the home appliance industry, from the perspective of satisfying demand, motivating auto consumers to change traditional car buying habits and trust online shopping will be the top priority. And perhaps most car companies are waiting for such a demand opportunity. The question of balancing the interests of traditional dealer channels may not be the second impediment to the current e-commerce of cars if consumers' needs are really changed. Some gradually deserted department stores may become current cars. A portrait of the dealer in the future.
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