2014 key year of automobile electric business, bottleneck still to break through

After more than 3 years of development, the 2014 has become the key year: in this year, the pure electricity quotient volume growth has not much significance, more crucial is restricts the electrical business development The many bottlenecks can break.

The biggest bottleneck is the regulatory level: How to choose the car dealer model of how to safeguard the rights of buyers. According to the "three packs of cars," the provisions of the regulations, car manufacturers to do three packs of products to cover all the sales of products-E-commerce channel products of course in the list. If the O2O mode, the final delivery is still dependent on the physical store (basically 4S shop) completed, the problem is relatively simple. In accordance with this provision, the end of the 4S shop to complete the car to the consumer about three packs of problems must find 4S shop to solve. But if the "warehousing car electric Dealer" model really appears, it faces a variable.

Can "warehouse-type car dealers" come soon? We might as well take a look at this year's electrical business development: Jianghuai 2013 electric power channel sales 14,900, an increase of 13.9%, of which about half is through the day Cat Mall; In addition to this "electric business enthusiasts", a total of including Baic, Dongfeng Peugeot, Dongfeng Citroen, SVW, Shanghai GM Buick and other 16 major auto manufacturers, 91 car systems, 200 balance models, 1730 dealers participate in the day cat "double 11" shopping carnival. Day Cat Mall Total Harvest orders 10,700, to achieve 800 million yuan total orders, and Sohu car, easy car network, auto three web site of the car online orders to achieve 60,556, 90,466 and 17,776, the order amount is 9.205 billion, 11.7 billion and 2.643 billion yuan. In this way, only in the "double 11" period, the day Cat Mall, Sohu Auto, easy Car network, auto four sites total orders have amounted to 24.3 billion yuan.

As can be seen from the above figures, the storage-type car dealers are likely to emerge during the specific period of 2014, such as during the period of net shopping, and in specific areas (where the electric business is developing more mature areas). And this model, once the "three packs" of disputes, the accountability of the "seller" identity how to define? Is it a website or an enterprise Direct marketing department? If this is based on the "Invoice provider" (actually "three packs of cars" regulations do not specify this). Then the automobile manufacturers adopt the "electric business model" of the invoice how to draw up? is one open or "a batch of one open" (If "warehouse-type Electric Dealer" mode is established)?

3 15 will come to, whether there will be a car electric power business caused by the rights of events, and how to resolve, are very worthy of attention.

To remove the bottleneck of regulation, logistics and trade bottlenecks are worthy of attention. At present, other items take the electric business model, no matter from the payment or logistics and the traditional car sales model is very different. Whether the "Warehousing car electric Dealer" can move from the temporary to the normal, from the "Network set guest" to the real "whole electric quotient" mode, breaking the bottleneck of transaction and logistics is very important. 2013 "Double 11" 24.7 billion yuan in the late order has a very large shrinkage has sounded the alarm: customers in the choice of car electrical business model, if for some reason to return, payment behavior How to adjust? Logistics costs which side to bear? This kind of situation from the other commodities of the electric trader trading experience is difficult to copy the

Wide-publicity bottlenecks can also not be overlooked. At present, the car enterprises to use the network for product promotion, the general focus on the selection of the portal car channel. Car electric dealers will inevitably attract the attention of potential customers to the electricity business website. These websites and the interests of the car companies will be more direct, so, the transmission of product information, evaluation of how to do justice is more difficult?

In the after-sales service, from testing, licensing, loans, insurance, repair and maintenance ... These if in the physical shop car, the corresponding will get different degrees of help and assurance, but if the use of electric business model, who will do these services is difficult to clear. This is another constraining factor.

There are many people in the industry think that the current automotive electrical business is only the primary stage, once these bottlenecks to solve the era of automotive electrical business will be beyond the speed of imagination. And the tendency to use the "foreign electric Trader development speed" to look at the domestic electric business developers may overlook the reality: China's "auto Era" is also a surprise. It is a precaution to study the bottleneck problem of automobile electric dealers seriously.

The era of electric business in the automobile industry

If all goes according to plan, then March 28, SAIC (600104.SH) will become the domestic large-scale automobile group, the first to launch the Electric business Service enterprise. As the domestic vehicle manufacturing industry indicators Enterprises, SAIC killed into the field of electric power to represent this trend, and as the most rely on the 4S system of the entire vehicle manufacturers, has been faced with the changes brought by the electricity dealers, and began to test water.

The original vehicle in the field of electrical business is often the platform (cat, Jing-dong, etc.) led by the vertical site (auto, easy Car network)-led, or the whole plant-led debate. As a long industrial chain of the automobile industry, now the whole car factory apparently decided to avoid controversy, action