Auto make business stories more complete

CEO Qingeo the model of car electric dealer to Ctrip mode-only provide booking channels. Car electric dealers are also serving the 4S store mode. depend on the existing service system to achieve the transfer of sales leads.

How does the business story of a car that most of its revenue comes from advertising, auto, be more complete? Perhaps the project being tried by the auto dealer became the company's next business story.

November 4, Auto has submitted a listing application to the U.S. Securities and Exchange Commission (SEC), plans to go to the U.S. IPO (initial public offering), up to 120 million U.S. dollars. Auto plans to log on to the NYSE, with the stock trading code "Athm". Deutsche Bank and Goldman Sachs will act as underwriters for the IPO.

Auto's prospectus disclosed the auto's revenue structure. The prospectus shows that almost all of auto's revenue comes from online advertising services and subscription services for distributors. From 2010 to 2013 September 30, about 80% of China's more than 80 automakers are advertising in auto every year.

In this prospectus, which is full of data, there is an easy line to ignore: "We have developed other services and technology platforms to capture more revenue opportunities in the automotive maintenance and replacement phases of the consumer car cycle and in the corresponding stages of the customer sales cycle." ”

From this humble and obscure vague description, it seems that auto has been involved in all aspects of the car cycle to generate revenue. At present, Auto is in the silent period of listing, unable to give the media a definitive answer. From the current auto of the actual action and high-level previous statements, has begun the "11 11" car festival to become the next business story rehearsal.

The booking order has passed through million

In September this year, Auto announced that it would spend 50 million yuan on November 11 this year to create a "crazy car buying festival." Activities on the day, the user through the auto selected to purchase a car, just submit orders and through Alipay to auto account to pay a deposit of 499 yuan, then you can rely on order information to the line 4S shop car trading. Auto and dealers signed the price of the sale of car agreement, the line online under the unified prices, users go to 4S shop to lift the car without the staff to bargain.

Auto, vice president of Magang revealed that, since November 1, crazy car purchase festival began to accept user reservations, open the first day of booking, nearly 4,000 users to pay a deposit. Tencent technology from the auto to obtain the latest data show that, as of November 6, in the Auto Car Purchase section page on the list of the number of deposit bookings more than 10,000, with the November 11 approaching, this number will continue to grow.

Before and after this, auto in each big video website, the website navigation station, the micro-blogging and so on social platform as well as the mobile internet each end to invest the purchase section the related advertisement. Tencent Science and technology learned that, compared to the 11 national day period, auto daily average UV rose more than 50%, and maintain a 15% increase. The theme page of the car-buying festival has more than million UV. The car-buying festival has more than 80 brands, with a minimum discount of 65 percent.

It is difficult to estimate the actual transaction quantity from the reservation quantity. From the common sense, has a million or even reached thirty thousand or forty thousand of the number of bookings, from the November 11 auto set up the actual volume of sales to 10,000 of the target is not far away, even can break through the target, the actual transaction amount is expected to reach even more than 2 billion.

Next Business Story

Earlier auto CEO Qingeo in the Tencent technology interview that vertical site to the user interaction to transition is a natural way. In his view, if there are enough users, it is a natural thing for the electric trader to become a major direction or pillar of the future vertical media growth.

Car electric dealers also have their own characteristics. Magang believes that the traditional sense of the electric line under the online competition. It's a purely o2o thing. "Online services, online orders, and deals are all linked to the offline, not to the line." ”

He likened the model of automobile electric dealer to Ctrip mode. Ctrip does not have its own ticket and hotel, but provides a reservation channel. Car electric dealers are also serving the 4S store mode. depend on the existing service system to achieve the transfer of sales leads.

For distributors, there are conflicts. Magang believes that the more favorable for the car dealers is that the car 4S shop new car sales accounted for a large part of the profit from the after-sales service up. Car electric dealers can be from the Internet to 4S shop diversion.

"Car-buying festival is an attempt and exploration in the field of electric Auto." It is hoped that through the data and results of this activity, the upstream brands, distributors and downstream users can prove that the car electric dealer is feasible and make it a routine. Magang said.

He thinks, the automobile electric dealer can reduce the marketing cost of the manufacturer greatly by the Internet platform, expand the marketing path, then return the saved profit to the user, thus lets the user, the automobile industry and the auto three parties can benefit therefore.