Car Electric Dealers Welcome to the dawn, "Four win" future may not be a dream

[Abstract] Whether it is a traditional manufacturer or a car website, are ready enough to embrace the car dealers. The automobile electric dealer is in the direction is a step closer to the transaction, but the concrete realization form, but also has more uncertainty and the unknown. "Research findings"

1. In the three major forces that are interested in the development of automobile electric power companies, the vertical websites of automobiles are more advantageous than the integrated electric dealers and the traditional car companies.

2. In essence, "car electric dealer" is still the guide to sales leads, is a form of online marketing, but this form does substantially increase the conversion rate of the transaction;

3. In the transparency of price information and online service supervision, there are still some difficulties to be solved.

Sequence· Car Electric dealers compete intensively

Last year, "Double 11", the turnover of car dealers greatly stimulated the entire automotive industry, from the vertical car site to the traditional car companies, are trying to be more conventional car dealers to promote sales. In the first half of this year, the competition around the car dealers is also more intense and intensive.

A· Who can make a car electric dealer

A participant in the field of automotive electrical business, there are three categories: one is the accumulation of many years in the industrial chain of automotive vertical Web sites, such as auto and easy cars, and the second is a huge amount of traffic in the electric business giants, such as the Cat and jingdong; Finally there is a small number of traditional car manufacturers, such as SAIC's car network. So who is going to make a car electric dealer?

From the trading point of view, the days of the cat and jingdong such a large number of consumer users of the electricity business site seems to be closer to the car electric dealers. But in fact, the difference between buying a car and buying groceries is very big. In addition to the configuration, parameters, such as basic information, potential car users are usually more concerned about the performance of the vehicle, fuel consumption, maintenance and other practical experience evaluation. In the content of this level, the integrated electric platform is no advantage. Although there are a large number of users, but the environment is far from buying cars. At the same time, the comprehensive electric dealer in the automobile dealer and the manufacturer this end also lacks the long-term accumulation and the resources.

Last year's double 11 o'clock, the number of car dealers involved in the transaction data also can explain some problems. The days of the cat did not announce the day of the car category of turnover, but the cat on the highest volume of Dongfeng Citroen Daily Order amount is only 21.14 million, auto day orders the first FAW-Volkswagen Audi but up to 246 million yuan. From the performance of star products speculated that the days of the cat's car selling results far behind auto, easy car, Sohu car these vertical websites.

For the traditional car manufacturers, they have realized that Internet marketing is an important part, but how important, how to do, we are still groping. For example, SAIC's car-sharing network, more or more traditional car companies to contact the Internet in the process of a probe. Due to insufficient traffic, the car to enjoy the network at present mainly through the auto, Sina and other vertical Web site cooperation to guide.

From the logic of carding, integrated electric business platform and traditional car manufacturers, it is difficult to make a car electric business. On the contrary, auto, easy car, such as in the automotive field has long been the vertical site, on the one hand, accumulated a large number of dealer resources, on the other hand, through the content and services gathered a large number of potential car users, but also the opportunity to pass the car electric business This new play to the entire

Two· What is the value of a car dealer?

Car dealers can be viewed as a further exploration of the direction of trading by vertical car websites. Prior to that, whether it was a auto or an easy car, the guide to the transaction is through the collection of sales leads to dealers.

In the case of auto, more than 70% of the current auto income is still advertised by manufacturers and distributors. The rest of the income comes from the dealer's membership income, which can be seen as a preliminary exploration of the trading link. When a user selects a model online, he or she can see the nearest dealer and its offer, and the paid reseller has priority on the ranking.

Sales leads this form can also be used for car manufacturers and distributors to lock a subset of users, but the final conversion rate is not high, usually less than 10%. According to some previous data, the easy car can reach the dealer partner to provide 3 million sales leads per month level, the average sales conversion rate of more than 8%.

And according to the current car electric dealer's play, online predetermined way can be better to import users to distributors and manufacturers. Although essentially this "car dealer" is still a guide to sales leads, you can think of it as a way of online marketing, but this new approach does significantly increase the conversion rate of the transaction, to dealers and manufacturers to bring more users.

In addition to note that last year double auto to take a 499 deposit on the line, easy to lock the transaction through the form of text messages do not need to pay any fees online. These two forms also result in the turnover of the easy car day is obviously higher than the auto, but in the actual conversion rate, there are obvious gaps.

Since last year's double 11, the vertical car website has seen the "auto dealer" as an important direction this year and has tried to make it routine. Auto and easy car in the first half of this year their respective online independent car electric business platform, at the same time spread the electric business activities throughout the country.

Three· What are the difficulties of the automobile electric dealer?

The automobile electric dealer, has brought the actual benefit to the user, the automobile website as well as the manufacturer. But in the actual operation, there are still some difficulties.

1. Difficult to achieve price transparency

One of the attractions of the automobile electric dealer to the consumer is the information transparency, mainly is the price aspect. But because the final pricing power is not in the hands of the electric business platform, so the online transactions often appear some problems. In some cases the dealer is unable to cash the price displayed on the line, or the consumer finds that the price is not the bottom line.

This case, auto this year's car-buying activities changed the "price" of the way, turned to adopt the form of a gift package, that is, through the online deposit to help consumers lock some concessions, such as 500 down to get the line under the 5000-yuan car concessions, the specific price is still determined by dealers and users online. This way can solve a part of line online under the problem of not unified, but there is no transaction price of this information, consumers are also difficult to obtain price reference.

2. The process of line to line is not good to do

Online display, and offline transactions are not difficult, difficult is the line to the offline process. If the car dealers just complete a collection of intentions, then the value of consumers will be reduced. A series of problems may arise when consumers communicate with distributors online, confirm, clinch a deal, and follow up on the pick-up process. For example, the number of online booking is too large, the dealer's actual inventory is not enough to pay the car on time, or consumers to the shop to find additional costs. Similar problems have actually occurred in the activities of motor vehicles, the solution of such problems need online and offline better communication and docking.

If the automobile website wants to make the electricity business this matter, must break down the line to the offline service the difficulty, consummates the entire purchase link, and completes the offline transaction supervision.

3. Business model Exploration It will take time.

Although the mode of "automobile electric Dealer" is a step closer to the trade, but in the specific way of profit, is it to charge a commission according to the final turnover or is it still to be packaged in the marketing cost? To this problem, the test water of the car electric dealer oneself also cannot be certain. At present, the situation is basically cases by case, different vendors and distributors may favor different charging mode.

From last year's concept popularization to this year each family's intensive promotion, the automobile electricity trader from the transaction concrete realization way to the actual effect monitoring, is still in the groping stage. Therefore, it may still take some time to expect a clear business model to be generated by a car dealer.

Conclusion· The future of "four wins"

Whether it's a traditional manufacturer or a car site, you're ready to embrace a car dealer. Everyone knows what to do, but they are vague about how to do it.

We can be sure that the car dealers in the direction is a step closer to the transaction, but the concrete implementation form, there are more uncertainties and unknowns.

The positive factor is that for the electric business platform, offline distributors, automobile manufacturers and car buyers, car electric dealers are beneficial to the harmless. In this "four-win" context, in the next year or two, car dealers may have a more far-reaching change in the automotive industry.

This change will even go beyond selling itself and drive the evolution of the industry as a whole.

(Current analyst: Tao Ran)