Although the automobile enterprise has net and carries on the sale, but China has not yet formed the real automobile-led electronic commerce business State

Although the automobile enterprise has net and carries on the sale, but China has not yet formed the real automobile-led electronic commerce business State

Auto Online shopping

It looks beautiful.

Yong

Note/

Have you ever thought about buying a hundreds of thousands of-dollar car online?

A few years ago it was unthinkable in many people, but perhaps in a few years, buying a car online was as easy as buying a TV.

As consumer behaviour changes, we find that many manufacturers are increasingly focusing on web channels, while large consumer durables such as automobiles are experimenting with the new marketing and sales approach. Through practice, they note that this channel is not only low-cost, but also a significant increase in the degree of concern and loyalty to enterprises and brands.

In this issue, we focus on the new channel marketing efforts of automobiles to explore consumer behavior changes and how manufacturers should respond to such changes. In addition, when the whole vehicle tries the network channel sale, the automobile spare parts as well as the automobile extension product new channel sale has made the wind. Of course, this change is behind the company's overall sales strategy and channel management changes.

This is not the first time Mercedes has sold cars on the Internet.

August 30, the new Mercedes-Benz B-Class luxury sports wagon officially listed nationwide, but before this August 8 the car has been on the day of the launch of the cat.

August 8, starting 8 o'clock in the evening, the new Mercedes-Benz B-Class luxury sports wagon "night exclusive version" in the cat Mercedes-Benz flagship store starting, only one hour, there are 316 users to order, as of 22:46, less than 3 hours, 398 sold out.

At an average price of 300,000 yuan per set, the event will give the car business to bring 119 million yuan sales.

In fact, after the electric business war, the topic of online car shopping has been ignited by the industry, when the road manufacturers are still exploring the business model of online shopping, Mercedes has been churning the market.

As a pillar industry in China, more and more automobile enterprises also recognize the important role of Internet channel to promote the automobile marketing, and regard it as the main way to obtain the future competitive advantage, but can network marketing become the next invisible battlefield for many car companies to compete? At present, it seems to face a lot of problems.

The change of consumption habit to the original impulse of the manufacturer

In fact, the initial intersection of China's auto industry and internet marketing began in 2005, when Dongfeng Yue reached the listing of the Asian Games lats.

At that time, in order to tie in with the match lats in China to sell, Dongfeng Yue Tatsu Kia Joint Major portal Launch "My car, I named" for Cerato collection of Chinese name series activities, through the interactive award-winning activity, attracted hundreds of thousands of of netizens attention, and accumulated a large number of potential user information. Cerato on the August 18 of that year, sales all the way, to the end of the year, Cerato sales reached 26921 units, and successively seized 45 awards.

After this, China gradually formed a portal of the car channel and professional vertical car Web site for the main automotive network marketing, which, online consulting, test drive and online booking car is the most attractive to consumers of these car web site interactive activities. With the rise of Taobao, Beijing-east and other e-commerce sites in recent years, group buying, second kill and other innovative forms of such professional E-commerce site transactions form, in the marketing gradually formed a micro-blog marketing, implant marketing, video marketing and other network marketing methods.

But compared with foreign countries, China's online car sales can be said to have just started.

According to the data, the U.S. car market about 10% of the business is done through online shopping, this number to be verified or there are some errors, but also to a certain extent, the car developed market network to buy the status quo.

Nearly 45000 cars were traded on ebay's smartphone platform in the first quarter of 2012, according to data from ebay Motors, the ebay car trading platform. Ebay UK sold 1 cars every 57 seconds, 1 car parts sold every 2 seconds, wheels, tires and valves sold 48 per 1 seconds.

On the other hand, although China's car network sales are still in the exploratory period, but the consumer's interest in auto online shopping is gradually increasing.

Xinhua letter recently a Car Network marketing research report shows that nearly 47.5% of the respondents will participate in the car network group buying activities, in addition, the online activities that most attract respondents are test drive, online booking and hot Topic discussions, while group-buying activities and on-line booking activities are more attractive to first-purchase respondents who have plans to buy a car within a year.

"At present, more and more consumers will use the Internet as an important vehicle information source, and accompanied by a highly developed car network marketing, such as network advertising, search engines, EDM, social networks, network video, Word-of-mouth marketing, LBS, APP, game implantation, etc., we are optimistic about the car network shopping. "Li Wei said.

For manufacturers, the change of consumer habits is the most original impulse of the manufacturers ' net.

In this respect, many times tasted network marketing sweetness of Mercedes-Benz (China) Auto Sales Co., Ltd. Sales director Cai Gongming said, young people are now online, to seize their best channel is the network, Mercedes-Benz network to buy hot smart and B-class wagon are suitable for young consumers of the model.

In his view, attention to changes in consumer habits is particularly important for car operators to carry out network marketing, "Interactive network sales easier to find the target group, and sometimes online experience is more important than the offline experience, especially for young people who have lived in the digital world." If you do well in the early stages of interaction and interaction, this is very appealing to young customers. Therefore, it is very important for consumers to know as much as possible about the product information they need to get online. "Cai Gongming said.

From marketing platform to sales platform

In fact, the new Mercedes-Benz B-Class luxury sports wagon online sales is not the first Mercedes-Benz NET, September 2009 Mercedes-Benz's smart brand Taobao group sales, 3.5 hours to sell 200 units of the results shocked the industry. After the 2011-year Cat "double 11" promotional period, Mercedes-Benz and launched the "absolute C gravity" activities, consumers by virtue of 3 years of the new car purchase invoices to replace the old Mercedes Benz C-Class car, a few days to replace the 1250 Mercedes Benz C-Class cars.

After Mercedes-Benz Smart NET, Geely also began to net.

December 22, 2010, Geely's global Eagle brand began to sell on Taobao. On the same day, the Global Eagle Panda car 1.0L Mt Comfort Ⅱ a minute to kill 300 units, follow-up additional 200 units also in 3 minutes were robbed, the actual unit price of more than 40,000, a total of about 20 million yuan.

Taste the sweetness of Geely then on April 7, 2011 on Taobao set up a domestic car network sales first shop-the global Eagle Taobao Mall official flagship store, Geely Global Eagle Two-color Panda as the first car industry network for the first time in Taobao debut. Shop opened to date, the Global Eagle Panda 1.0L has sold 600 vehicles.

In the Mercedes-Benz, Geely, Chery, Skoda, Mazda and other auto manufacturers in the relevant E-commerce sites and portals set up online 4S shop, the internet market. According to incomplete statistics, at present, including Mercedes-Benz, Geely, Dongfeng Nissan, FAW Mazda, SAIC-Rong, BYD (002594, shares bar), Chery, Jianghuai and other more than 10 brands net sales.

In the process of automobile manufacturer's net, as the day cat that opened up the automobile net to buy business, also through its automobile platform's whole vehicle sale, buys and so on each kind of marketing pattern, has attracted more and more automobile traditional brand to try.

"In the past, the car manufacturers only more as a platform for marketing, pay attention to the display rate; but this Mercedes-Benz hot, we believe will touch more car manufacturers into the day cat, because this is really can bring sales of the whole vehicle platform." "The owner of the day cat car," China Business newspaper (blog, Weibo) reporter said.

And the data show that 2009 to date, the Sky Cat Platform Auto Supplies category of overall sales to increase by an average annual growth of 400%, is expected this year, the cat car sales are expected to break 4000 units.

In the face of car shopping, Xin Hua Xin automobile Business decision Solution & Business Intelligence Department deputy general manager Li Wei in the "China Business newspaper" reporter interview, said from the historical experience, E-commerce in different consumer category of the development route, basically continue a customer unit price from low to high development route, the future, The main tide of E-commerce is likely to upgrade to the customer price million or even 100,000, 200,000 yuan level, the era of automotive E-commerce will not be avoided.

How to Balance online?

Tian Yi, Deputy Secretary-General of China Market Association's Automotive Marketing Expert committee, believes that cars are commodities and that it is difficult to achieve a full network of car purchases. In the whole online car purchase of the intermediate process, the lack of a corresponding credit system, payment methods, delivery solutions and the corresponding laws and regulations are not sound. In short, the current so-called "online car" ultimately are unavoidable offline transactions, can not realize the network purchase without meeting to achieve the convenience of shopping, that is, can not achieve the real meaning of the network sales. The first hurdle is paying, which is now a ceiling of 5000 yuan in China, enough to keep "consumer goods" such as cars out of the door.

"Unlike traditional car purchases, real online car purchases require the entire order submission and payment process to be completed online, and must be paid in full, which may lead to a loss of consumers." Shou, an analyst at Analysys International E-commerce, said in an interview with the China Business News reporter.

In his view, China has not formed a car-led e-commerce industry, "Although the cat, Taobao has several cases, but some successful marketing cases can only be said to be a marketing tool, is not at all sales, E-commerce is the most obvious characteristic of online payment, the on-line transaction is very strong, And the car can not peel off the line, including automotive finance, car insurance, car maintenance and other business. ”

On the other hand, how to achieve the combination of network sales and 4S shop is the biggest problem facing manufacturers.

"In any one area, the presence of electricity dealers will be touched by the interests of existing entities, the automotive industry is no exception." The survival of E-commerce lies in the information, high efficiency, low prices, these will inevitably touch the dealer's cake, any one dealer will not be willing to the marginalization of the role of marketing and as a so-called logistics company role. "Li Wei said.

In addition, the automobile network marketing also faces the test of resource integration ability. Who will act as the main body of the auto net shopping? Auto Sales Company, distributor (group), existing electric dealer, or an unborn electric dealer? Whoever it is, resource integration, especially online integration, is one of the biggest tests.

In the current testing of some of the water manufacturers, network marketing is only the manufacturer and a single distributor-led, manufacturers and distributors have not set up a special marketing agency for Network Marketing.

In this regard, Li Wei that compared to the whole car online shopping is still in a difficult period of exploration, now after the car market, such as automotive finance, second-hand cars, spare parts procurement, maintenance and so will become the mainstream of automotive E-commerce market and the main source of market profits.