Businesses scramble to sell cars online

At the moment, some car manufacturers open Internet stores on the web. Beijing News reporter Li

After several years of building, the concept of "double 11" Singles Day has been replaced by the "net Shopping festival", and has become almost all Internet users participate in the "Tennis event." Compared with last year, the car electric business has gradually changed from market behavior to sales behavior, many car brand activities by the sales department directly docking, covering the whole country. But at present, most of the car electric dealers still stay in the promotion, booking and other links, the real purchase, user experience, service and other processes still need to rely on the offline dealer to complete.

Businesses scramble to sell cars online

In the face of the huge share of online shopping market, everyone wants to get a piece of the pie. It is not difficult to find, from Mercedes-Benz Smart first NET group purchase, to the Jianghuai Yue Yue to start online direct sales, auto manufacturers and distributors of the car online shopping market has never stopped, and presented a growing trend.

A few years ago, auto manufacturers have begun to try to open up the new battlefield of the network, Mercedes-Benz, BMW, Geely Panda and so on to try hydro-electric operators, but initially did not receive too much attention, the effect is not big. Since then, with some manufacturers to test the water success, such as the last year Jianghuai car with network platform to obtain thousands orders, Mercedes-Benz Smart created a 89-minute sales of 300 of the miracle, attracted more manufacturers to itch.

This year's participation in the "Double 11" brand, both Audi, BMW, there are SVW, Shanghai GM Chevrolet, Shanghai GM Buick, Dongfeng Citroen and so on, as well as independent brands such as BYD, Beijing Automobile and Jianghuai automobile. Among them, a number of brands by the car manufacturers directly with the electric business platform, the introduction of a series of preferential measures, and 4S shop dealers around the specific responsibility for implementation and cooperation. It is understood that the manufacturers network promotion is very strong, in addition to substantial cash concessions, there are car bags, subsidies and other gifts. At the same time, a number of distributors around the form of a single shop to participate in activities. A dealer in charge revealed that in order to prevent online promotions affect offline customer benefits, consumers directly to 4S shop car, can also enjoy the same online preferential policies.

4S Store Value Publicity

These days, the participation of the "double 11" activities of the car manufacturers and electric dealers have to bask in the report card, there are electric dealers announced orders exceeded 90,000, turnover amounted to 11.7 billion yuan. Although several auto dealers released the order data is very gratifying, but the Beijing dealers involved in the event, more reluctant to disclose the activities brought into the shop volume and final turnover, and more emphasis on their fancy activities on the brand, corporate propaganda effect.

"Participate in this double 11 event, and pay attention to our brand of the crowd, we are still in follow-up." "In the south of Beijing, a Shanghai Volkswagen 4S shop in charge of the first year, this year is a car focused on the activities of the electric business, so manufacturers and distributors involved in the focus, not in turnover, but in the electric business model of" preheating.

At the same time, most dealers believe that the special characteristics of the Beijing automotive market also led to the electronic business activities brought about by the actual customer will be very little, the activities are less effective than other provinces and cities obviously. "The policy of car restriction in Beijing has certain restrictions on the consumer population, which means that only consumers with plate plates will be able to pay attention to the event." "A Skoda brand sales manager, who can participate in the activities of the city's few consumers, the base of the activities of the natural loss of other cities."

As a result, the dealers involved in the activities did not directly to pull sales placed too much hope, relatively more value its publicity, promotional effects. "At present, the competition in the Beijing market is very fierce, so we want to use more opportunities, take various forms of publicity means to increase the exposure of enterprises and customer awareness." "The goal of the event is to attract more customers to the store," said a sales director at a Chevrolet 4S store. "For us, the current marketing of this kind of activity is more significant. ”

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Dealers still worry about the electric dealer

A participant in the activities of the distributor said, and Auto Group purchase site, some of the car dealers profit is not from each car after the cut of the Commission, but dealers and their cooperation to pay a one-time fee. The cost of one-shop cooperation is 10,000 yuan. In addition, there are some distributors, and its cooperation with the automotive electrical business costs have been included in the early launch of the advertising share.

And this 10,000 yuan cooperation expenses, also become some dealers choose to give up the participation in this activity one of the reasons. "The cost is a little too high, and maybe the profit of our new car is not enough to cover the cost," he said. "A Japanese brand 4S shop director of the marketing department, the current new car profit is very small, and participate in the activity can not guarantee the number of transactions, so it is likely to make the 10,000 yuan" water drift ", so they refused the invitation to the event.

In addition, compared to other products online sales, the electric business is still lack of sufficient preparation and experience for car network sales, which led some dealers to give up their participation. BEIJING, a car dealer group market leader introduced, originally hoped to participate in the group status of the event, on the one hand can reduce expenses, on the other hand, can enhance the group's overall brand effect. "But they (a car dealer) are only allowed to take part in the form of a single shop, so we can only give up." "The person in charge believes that the car dealers are still lack of experience and lack of flexibility in the implementation of the activities." "This form is approved, but it takes time to complete." ”

At present, most of the automotive electric business activities in the region, is still by the electrical dealers and distributors to complete a single shop. As a result, some dealers believe that the actual effect of a single store participating in such a national event may be very small. "These electronic business activities are national nature, the national netizens in the browsing, remember only the brand, not a single shop." An independent brand dealer in charge said.

To discard the above reasons, most dealers did not choose to participate in this activity, is that the current car electric business model is still in the exploration and development period, immature, so the recognition of the car online shopping is still very low, so more inclined to wait until the actual effect appears after the intention. "Would you like to see how much growth there is in the dealers who are participating in this event?" Changan Suzuki 4S Shop in charge of an introduction, if the market share growth, they will choose to participate in the coming year.

This edition/Beijing News reporter Zhang Jie