Auto transformation, is the result page is must

Product Guide: Auto Transformation is the result of automobile market development, but also auto must choose the result.

Wen/Wu Meimei Song Xuan

Auto experienced the transformation of the electrical business and the successful IPO to the United States to the O2O and even the whole business industry is not a small revelation. Recently, the quality of passers-by in the annual meeting of the auto Vice President Magang, in his view, auto transformation is the automobile market development results, but also auto must choose the result. and the whole transformation process is actually relatively ripe.

The logic behind the transformation of electricity dealers

First, the market potential of online shopping car is huge. Magang said that with consumer habits and the maturity of the electric business environment, cars, houses in the online trading has become possible; The internet first changed the people's car purchase decision, according to the statistics 92% people use the Internet to understand the information about cars, 60% of them will pay attention to auto, if the Internet to further address trust, channels, Services and other issues, the potential of China's auto network shopping market will be amazing. Taking last year's double 11 as an example auto made a "crazy car shopping Day" and contacted a lot of brands and distributors to sell cars online. A total of 80 brands, more than 7,000 dealers to participate in the event, the final single day to sell 15,000 cars. And for a normal 4S shop, this number is only 100-200, the platform of the electricity business overturned 4S shop Original sales model.

Second, the media + Electronic Business more advantages. Car compared to other fashion FMCG its decision-making time is longer, users often need to be in the media or through Word-of-mouth and other means of access to all kinds of information and then to judge, in Magang view, for automotive bulk consumer goods, media site Auto is its advantages in the electric business. This advantage is from the attention, interest, intention, to purchase, we have been serving the user, has been the opportunity to continuously output information to users of the site to attract users, to finally arrive at the purchase of this link.

From the perspective of the entire business model is not difficult to understand, auto in fact, the media's "credibility" into the sales chain, so that the previous professional reports, the comparison of data more practical to become the user's car buying decision tool.

Third, or thus cut into the car after the market. The purchase of cars is actually just into the car market, the tip of the iceberg, including car follow-up maintenance, user choice insurance and so on are auto future growth opportunities, and the car electric business is all this breakthrough, once the breakthrough follow-up is not a problem.

"Slow" system "fast"

The Internet advocates "small steps to Run", auto in the double 11 of the test water has a good performance, but Magang said they want to take a small step jogging strategy, car dealers can not get up but can't stop: this April 15 this year, auto in Guangdong, Jiangsu, Shandong area "immediately have car" purchase section, May and Chery's Rui Tiger 3 for exclusive pre-sale and sales, June on-line O2O platform "car Mall."

Car Mall in the form of a user with 499 yuan in advance for online 4S store value of more than thousand discount purchase or service, is still in the trial operation stage, the first month on line to facilitate trading 1000 vehicles, although this number compared to last year double a trivial, but for auto really try to O2O significance.

It's O2O.

Magang believes that the car is essentially a O2O business, line online under the combination of a good line to do, offline also good to do, the middle of that 2 more difficult to do. The difficulty lies in the acceptance degree of the traditional offline channel. "There are a number of auto companies, including 4S stores, that have some emotions, as if we were taking his business and actually collaborating." Because the site can not do 4S shop and car logistics, service and maintenance of all kinds of services, so it must be cooperation. Possible future cooperation with dealer groups to car dealers or other means. In the process of doing car electrical business, we must emphasize user-centric, which is a commonplace thing for the internet. Finally, it is important to emphasize that the automobile electric dealer must not be cheap and its price is reasonable. Convenient and quick and reliable is the real value of the automobile electric dealer, his value is not cheap but reasonable. ”

In the quality of the road network, the car market in the O2O field is relatively special, which is reflected in the following points, one, the car electric business compared to other electricity market more attention offline. That is, whether the user is online query or order, the final experience will still go down the line. Second, the car-related market industry chain is huge, the automotive market is only the tip of the iceberg, more invisible market at the same time, car repair, maintenance, insurance and other related industrial chain. Thirdly, the commercial mode of the industry is clear. Compared to other areas of the O2O model, the auto industry has a relatively clear model, whether it is the electricity business or after the market and related industries, the basic can be divided into a cup of soup.

Finally Magang said, automotive electric business is the general trend of the industry, like a river in front of the car dealers, who first is the forerunner, there is no competitor concept, for the automotive market, the blue sea still exists. At present, enterprises in the industry in the presence of each other in front of the car dealers should cooperate, not only holding a group of heating, but holding a group of swimming. When will the car dealer be realized? The real realization does not know, but certainly will realize, but we certainly can spare no effort to do, if this thing does not have the auto, the future is not.