Auto dealers: 24.3 billion the change of order rate is uneven

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Newspaper reporter Jinshe Beijing report

24.3 billion yuan, can be a history of more than half a century of food listed companies half a year of revenue, can be 8100 sets of Beijing four central three, but also can be 19,133 top imported Grand Cherokee ... Admittedly, it can also be the "double 11" period of the mainstream automotive electric business platform for total orders.

The growing heat of car dealers is the first sniff of a 2013-year "double 11". Data show that only in the "double 11" period, the day Cat Mall Harvest orders 10,700, to achieve 800 million total orders, and Sohu car, easy car network, auto Three website of the car online orders up to 170,000, the total order of 23.5 billion yuan. Under the soaring orders, car dealers seem to have an unprecedented blowout.

But is that really the case? How much of this 24.3 billion total is landing two months after the end of the "double 11"? How will the car dealers find the real spring in the face of all kinds of realistic tests?

FLOAT Red

Although the car electric business has not been a new word, but the first gathering of many car companies and electric business platform, vertical web site at the same time concentrated the power of the "double 11", so just the past 2013 years has become a watershed in the history of the automotive electric business.

2013 "Double 11" period, the day Cat Mall has included Baic, Dongfeng Peugeot, Dongfeng Citroen, SVW, Shanghai GM Buick and other 16 major auto manufacturers, 91 car system, 200 balance models, 1730 dealers participate in the cat "double 11" shopping carnival. At the same time, the June 2013 on-line Sohu "Easy search Car", the September 2013 auto released "Double 11" activities, as well as easy car network in the same period of the "easy car benefits" Also in the bustling "double 11" in The Big Show.

According to our correspondent understand, "Double 11" period, the day Cat mall Total Harvest orders 10,700, to achieve the total amount of 800 million orders, and Sohu Auto, easy Car network, auto three web site of the automotive 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. 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.

178,800 orders, 24.3 billion total orders, have to say, despite the red order, but the final conversion rate is playing a different degree of "discount."

"The actual pick-up rate of the sales leads is between 10% and 15%." "A Sohu car insider to this reporter frankly, because in the initial stage of automobile electric business start-up, online car purchase mainly provide sales leads, and did not set the payment deposit link and payment platform."

By contrast, auto and the day Cat Mall online payment deposit, to the shop to pay the end of the way the car, conversion rate is high. At the end of the "double 11" 20th, in the auto "Double 11" accepted the day of 17,776 effective orders, there are nearly 12,000 vehicles were taken away by consumers, conversion rate of about 67.5%.

Day Cat Mall car Business director Kin in the interview with the reporter said, participate in "Double 11" activities of more than 10 car brands real car rate has a certain gap. "Day Cat on the mall, because the car brand flagship store operation and sales, the ' Double 11 ' order conversion rate varies, the highest car brand conversion rate of more than 90%." ”

Water Test people

Although the results are not the same, there is also a general existence of orders and the actual drop in the inventory risk, but it is worth noting that, in the increasing popularity of motor vehicles and the trend of hot contact, is willing to and actively test the automobile electric business enterprises more and more.

In the day Cat flagship store "Double 11" Sales results, Beijing Automotive Efficient order conversion rate is relatively high, and Baic E series to 1680 of the effective orders and 1628 of the actual vehicle volume in the day cat car Products "Double 11" sales list ranked top of the bike sales. "Double 11, Beijing Auto Sales of 1703 vehicles, the actual lift 1668 vehicles, effective order conversion rate reached 96%." Beijing Automotive related people told the newspaper reporter.

By contrast, Geely's cat flagship store actually has a bigger drop than the order quantity. "Double 11, Geely through the cat platform to sell a total of more than 2,200 vehicles, completed the online payment deposit, the line to pay the end of the entire process, forming a closed loop." "Geely Auto Digital marketing Department in charge of the relevant person in the interview with the reporter frankly, under the deposit, but did not pay the end of the 1500-2000 vehicles," Double 11 "during the actual lift rate of about 54%.

Almost only open online sales channels of the Jianghuai Yue Yue, also achieved good results in 2013. Jianghuai Passenger Car Digital marketing Minister Wu Zhiyong told our correspondent, Jianghuai Yue Yue 2013 cumulative sales of 14,900 units, an increase of 13.6%, of which nearly half from the day Cat mall Jianghuai flagship store, the rest from the export, dealers sold also occupy a certain proportion. "The exact number of online order conversion rates is not yet counted, but it must be over 90%." "Wu Zhiyong is full of confidence.

The same confidence also has Dongfeng Peugeot Digital marketing director Liu Jun, "Double 11, Dongfeng Peugeot Cat flagship store sales of 1179, is the first of all joint-venture car brands, the total turnover of 94.36 million yuan, is the first of all automotive category sales." So far, we have successfully delivered 1049 vehicles with a conversion rate of 94.2%. Liu Jun to this newspaper reporter said.

In Kin's view, although the car as a large and special nature of the goods car electric model, but from the actual rate of car, not with the ordinary goods opened a great distance. "Online shopping consumers do not pay after placing orders to purchase other goods, or after payment to apply for a refund of the situation is very common, all kinds of online shopping goods conversion rate is difficult to reach 100%." "Kin in the interview with the reporter revealed that the day Cat Mall average conversion rate of goods around 80%, for the beginning of the electric business model of the car brand, some brands can reach and exceed this average level is not easy.

Expectation of normality

"Stones", this is the newspaper reporter interview process, a number of automobile companies and car electric platform responsible for the use of the highest frequency of the word, used to describe the car brand of the electric business road is appropriate.

From the earliest in 2010 to join the day Cat mall Geely car, by the end of 2013, including Beijing Automobile, SVW, Shanghai GM, Dongfeng Citroen, Dongfeng Peugeot and other 15 mainstream car brands have joined, and then to Sohu Auto, auto, easy Car Network and other media properties of the Internet platform has launched a car electric business, In a short span of several years, the concept of automobile electric business has been quietly from the "first taste astringent fruit" to now "swarmed".

At the same time, the automobile brand and platform of the electric dealer are beginning to gain, but also face many realistic test inevitably.

Beijing Auto Sales Company Insider to our correspondent, North Automobile in August 2013 into the day Cat Mall, almost all orders in a similar "double 11", Day Cat Car Purchase festival and other preferential promotions, daily occasional orders will also be directly introduced to the dealer level, temporarily do not charge a deposit.

Also because of this, a number of automotive companies, including Baic, which are involved in the automotive industry, are currently only limited to one to two times a year in the promotional activities, it is difficult to form a "normal". Even for large electric-business platforms and vertical websites, small start-up teams that join car dealers face a more severe environment.

One of the websites that appeared at the Beijing Auto Show in 2011. The head of the website operations told our correspondent, "website through cooperation with regional distributors, operating online discount car services for more than a year, the beginning is also smooth, the middle has been booming, but with the operation of in-depth, found that this model in the direction of a certain problem, decided to suspend the purchase of a comprehensive transaction, began to transform. ”

From the point of view of the Cat Mall, the normalization of the online car is the platform and the car companies want to achieve. Kin to this reporter analysis, "currently settled into the day Cat mall car brand flagship store, each year to collect 700,000 Yuan store shop and the whole year shop maintenance costs, the amount of the equivalent of the enterprise to do a few soft promotion, but the potential for the result of greater space is obviously." ”

"The normal development has been advancing and the future normalization is necessary." "A company in the development of electric business in the state-owned automobile enterprises related business leaders to the reporter analysis, when the car buyers in the online purchase of the time cost, energy costs and overall value, far more than to the physical shop to buy a cost-effective time, the normalization also formed."

Unfortunately, 24.3 billion dollars is just a beautiful appearance; Thankfully, at least from the results of the "double 11" cluster, the consumer groups that are receptive and are receiving online car purchases do exist and are growing.

(This reporter Ding Ling has contributed to this article)

Links • Authorities say

Beijing Auto Related people

Automobile electric business involves a lot of factors, the big aspect involves the benefit balance and the cooperation mode with the traditional channel, the small aspect relates to the electric business system operation, including the customer drainage, the system operation, the order distribution management tracking feedback and so on. It is necessary to speed up the discussion and solve the problems of the dealers ' interests, and to ensure the benefit of the distributors.

Head of a state-owned vehicle enterprise

Dealers take out a small part of profits to improve drainage, enterprises to formulate sound business policies, and then, online traffic flow into line orders, single passenger flow costs down, so that, the car electric business has formed a complete and reliable cycle mechanism.