Apart of automobile electric business model and traditional channel

After PCs, mobile phones, tablets and appliances, where is the next space for Internet intrusion? The answer may be, the car.

Both Google and Tesla are trying to change the eco-system inherent in the auto industry. One uses artificial intelligence and large data technology to try to achieve automatic driving; a production system that uses Internet thinking to reconstruct automobiles, and to make a pure electric vehicle with anti-traditional thinking. But today, Google's unmanned system is still in the experimental phase, it is away from the business to cross the supporting facilities, policies, regulations and other layers of barriers, and Tesla's annual sales are still in the twenty thousand or thirty thousand stage, to be among millions of sales clubs to cross the mountains.

In China, Tencent is trying to use its future car windows as an embedded smart screen. Baidu is working with Ford to host a programming marathon that attracts geeks to create more technology applications for cars. Hkust flying, the gold map is in the speech recognition and map navigation to seek breakthroughs. Operator Unicom is also deeply involved in BMW's interconnected driving program. More small and medium-sized technology start-ups are trying to build new eco-chains through car-networking businesses. But there is no doubt that they have to work with carmakers, who must accept the quality standards, production philosophies and the pace of renewal of existing car products. There is no doubt that the depot will dominate the climate of the industrial chain for quite some time to come.

More and more signs that the technology companies to break the traditional models and constraints of car companies, but also need more patience, to subvert the existing production mode and product shape of the car will be more difficult than imagined. Carefully study the ecological chain of automotive products, the author more and more realized that the first car with the Internet sparks will be born in its sales circulation, after-sales service links.

The most realistic reason is that the change in the circulation and service level is in line with the interests of the depot, at least it does not seem to be the fate of their own to lose the world to others. To the depot, its difficulty lies in it to gradually settle with the traditional offline dealer's interest contradictory question, user's consumption habit as well as the commodity circulation and the online trade link structural contradiction problem, reduces the risk which the change brings. In fact, the depot is more aware than anyone of the urgency of the change in the distribution chain.

The 4S monopoly model of the past is based on the position of the car as a rarity or luxury, the car needs to be given added value, the car needs to look honorable, the car in the eyes is endowed with too many emotional elements, it's a bit like the watch we wear. It is not simply a means of transport, it is a symbol of status. But now the situation is slowly changing, most cars will gradually revert to its value as a tool itself, its emotional level of externalization will be greatly reduced, it no longer needs a five-star elegant environment, red tape of the external form to carry the needs of the owner's spiritual level.

More and more sales shop losses and more and more investors opt out of the flow of sales, the change is imminent, the car depot before the ambiguous attitude is gradually clear, the difference is that some of the depot to go more resolute, and some of the car depot to walk a muddy or indecisive.

"Auto," a successful landing on the NYSE's car site, announced a record of 3 cars sold per second during the "double 11" period. Day, the cat, easy car, auto three sites contributed nearly 170,000 online orders, the total order amounted to 23.5 billion yuan. Perhaps this data still has a lot of moisture in it, and in some people's view this is a pseudo electric business model, but this is not important, because it is the real beginning.

In fact, as early as 2010 when group buying was hot, Taobao and Mercedes-Benz Cooperative Smart Group purchase, only 3 hours and 24 minutes, 205 Mercedes-Benz Smart Rob and empty. If it was just a case, then the car dealers are moving towards normality.

The core competence of the electric dealer is to reduce the channel cost by shortening the trading link. To put it bluntly, reduce or even knock off some of the intermediate links and unnecessary services, this part of the benefits of exchange to users, reduce car prices. In addition, the electricity dealer will let the information accelerate transparently, lets the depot and the dealer more rationally carry on the sale and the service work.

Because the electric business model conforms to the user's interest, merchants and users can be 24-hour docking between users and users can be zero-cost interaction, the electric business model with the traditional offline model of the advantages of irreversible, so, the Chinese user's online shopping habits have been rapidly cultivated, online shopping platform, payment tools, credit system, Logistics and distribution has formed a complete industrial chain, the cereals of commodity electrical business model has been basically established.

After 10 years of development, electrical goods from low-cost consumer goods to 3 C, big home appliances, now to the car or even real estate. Whether it is Wang and Ma Yun (micro bo) gamble, or Lei (Weibo) and Mingzhu 1 billion gambling, are the Internet channels and traditional channels between the confrontation.

In the cereals commodity industry, the electric business channel is aggressively robbing the traditional store passenger flow, and eliminate their future development opportunities, but in the field of automotive electric business, the pattern is not clear, the traditional 4S shop and offline stores and electric business model will coexist for a long time, both competition, grab food, while faction together, Unable to completely jump off each other. This is determined by the characteristics of the car's product itself.

The electric dealer of the car will be dominated by O2O (online-2-offline) mode for a long time. There are distribution problems in automobile sales and automobile service sales. Therefore, can only take the line up and down single, offline pick-up or access to services. In addition to cars, local life services, health care, tourism and other industries need to be done in a similar manner to complete the transaction.

The production, sale and service of automobile products will gradually evolve with the advance of science and technology. Its production process may begin to take the C2B customization (Customer to Business), similar to the reverse Internet production model of millet handsets. Take the user as the center, adopt the custom means, enhance the user more personalized choice, strengthens the product itself the characteristic, this may be gradually adopted by the automobile manufacturer.

(Author micro-letter public account: Supersofter)