Talking about the opportunity that the O2O model brings to the automobile manufacturer

Recently, the Internet industry Hot hold O2O (online2offline), considered it a new Internet business model after the Consumer-to-consumer , the combination Traditional commerce and the Internet. But most people focus on the daily entertainment and life-centric bars, KTV, restaurants, gas stations, barber shops, gyms, dry cleaners and other fields, O2O to some important traditional industries, such as the automotive industry, that can also bring opportunities did not see . Here, we analyze why O2O can become the touchstone of electronic commerce for automobile manufacturers.

Basic concepts of O2O:

O2O is also online to Offline, which aims at the actual experience and service that can not be moved to the Internet, so that the Internet becomes the front line for netizens to enjoy these experiences and services. Internet users will find information on the Internet, compare services and prices, choose the right business, download coupons, and then go to the physical store to consume experience. The most notable application of the O2O mode is Group purchase .

O2O Features:

The network marketing effect can be tracked and evaluated. Traditional promotional activities through the distribution of leaflets, radio and television advertising completed, even now with the so-called network advertising accurate delivery, it is difficult to measure the actual conversion effect of different channels. And in the O2O chain, online behavior in the former, people often need to complete online registration, download registration code, coupons and other electronic vouchers to shop consumption. So the user's online behavior and offline consumption can be tracked, which can be measured which marketing channel is the best effect, CNNIC analyst Liang that this is O2O the most valuable place.

The core of O2O:

The core of O2O is offline, that is, the core of the user's consumption and experience process that cannot be moved online. Traditional Business-to-consumer and Consumer-to-consumer are looking to bring more users online and meet the needs of all users online as much as possible. And the O2O mode, is not changed (in fact, is also unable to change) the user's offline consumption habits and experience needs, fully meet the needs of users under the line (such as reservations, discounts), to attract users to complete the online operation, and ultimately to promote offline trading.

Understand the O2O, and then see why O2O Car E-commerce, automotive Network Marketing of the natural load mode.

The choice of the auto industry. According to statistics, "in a fully mature international market, car sales profit accounted for about 20% of the entire auto industry, spare parts supply profit of about 20%, and 60% of the profit in the service sector." "This shows that the automotive industry chain is the largest" cheese ", including vehicle maintenance, accessories management, car beauty decoration, car rental, second-hand cars and so on. And these car services can only be completed online, so the car manufacturers through the O2O mode of E-commerce, the use of the marginal effect of offline services to obtain more profits, natural is also a logical thing. Coupled with the O2O mode of marketing, promotional effects of measurable characteristics, it can also help car manufacturers to accurately understand which network channels are the most effective, which network channels brought to the store high, high conversion rate, high ROI, and thus improve the marketing effect.

User needs. According to a US study data 1, before buying a car, consumers spend an average of 18-19 hours on the Internet, research car information and related information, accounting for the entire car cycle of 60%, 42% of new car users pay attention to prizes, discounts, points and other information. This fully demonstrates that the user will do their homework online before the car, to understand the model parameters information, price information, test test drive information, which embodies the function of the online O2O. In addition, many consumers in the car, need some value-added services, such as want to do car beauty but do not know where the cheapest, want to buy accessories but do not know where recently, want to buy interior but do not know where the best. All of these requirements can be done with the help of the Internet, which embodies the core features of online service for offline. And manufacturers to do is to provide convenient online information channels, to provide users with electronic code download.

In fact, whether it is a consumer-to-consumer, or a O2O, these names are derived from practice and can guide the practice of theoretical refinement, these models are no matter who gifted who inferior, no good or bad, only appropriate or not. There is no doubt that the O2O model is suitable for the automotive industry to carry out E-commerce: from the product properties, the car belongs to large consumer goods, destined to be unable to like the business, Consumer-to-consumer packaging home; From the perspective of resource integration, the automotive industry can use the O2O model to integrate online and offline resources to provide a wide At the same time can also use O2O model to measure the value of online channels, from the consumer demand, O2O model can bring users is convenient, preferential.

Traditional electronic commerce has become saturated, how does the traditional automobile enterprise develop the electronic commerce? Let's start with the O2O model.