Automobile electric Business War: Automobile network media vs platform electric dealers have winners and losers

　　Analysis of the pattern of "double 11 automobile Electric Business War": Automobile network media vs Platform Electric dealer, each has the victory and defeat hand with the Chinese Internet into the rapid development of the second Decade, e-commerce-oriented profit model has replaced online advertising as a driving force for the industry to continue to grow. 　　According to the study found that 2012 China's E-commerce market transaction size reached 7.1 trillion yuan, 2013 is expected to break through 10 trillion yuan, an increase of 40%. From the operational platform analysis, to serve the average internet users of the network shopping accounted for the proportion of E-commerce continues to expand, 2013 or will break 20%, which is the fastest development of the business market. 　　From product type analysis, to clothing, digital products for the representative of the Low price and standardization of merchandise share to reach the crest, to real estate, automobiles, education and tourism as the representative of the high price, type, experience-oriented goods are showing a rapid development trend. Take the car as an example, the current Chinese market car manufacturers more than 60, with 200 of the mainstream models and 65,000 brand dealers, the average price of new cars for 680,000 yuan. 　　At present, because the average price of the car is high and it belongs to the family rather than the single consumption behavior, it leads to a long cycle of the single car purchase behavior. At present, the car electric business transactions in the logistics, distribution and supply are implemented online, "Three packs of cars" policy will be formally implemented, car purchase and use of the link involved in a number of procedures need to deal with the line, etc., resulting in the application of automotive electrical Services and the threshold of the market for a long As China's first landing in the U.S. capital market car vertical website, easy Car Network on September 9, the official launch of the electrical products "easy car benefits", and then auto also announced in a High-profile double 11 launch of the crazy car purchase section. 　　Auto Vertical website and platform-type electric Dealer website will be fiercely competitive. 　　As two kinds of automobile electric business platforms with different genes, what kind of model can become the No.1 in this field? We take the easy car and the cat as an example, trying to find the answer from two dimensions of the understanding of the industry and the understanding of the user. Industry understanding: Easy to do the operation of the car, cat play marketing the development speed of car dealers and car sales model and consumer habits have a strong correlation between the complex sales model and the long-term development of consumption habits to determine the market needs more patience. This September, the introduction of the easy Car network of electrical products "easy car benefits" in 2009 years since the five-year accumulation of manufacturers, the operation framework of the three-level service of the large area, distributor and 341 city IP-oriented accurate vehicle real-time information service are based on the construction of the whole process service products from knowledge and interest to purchase. 　　Through the funnel-layer screening method to meet the needs of netizens to buy a car. As one of the largest electric dealers in the country, the cat has been involved in automobiles since 2012 and is currently home-made cars with relatively low prices. The advantage of the cat is the website's huge user volume, which can be used as the marketing platform and data acquisition platform of the automobile manufacturer. The cat will not regularly combine some of the car brands to promote, through low-cost productionProduct to enhance the brand exposure rate, in order to increase the bargaining chip with the manufacturers. 　　From the sky Cat to Alipay and advertising as the main profit model can also be able to detect its entry into the field of the original intention, from the car brand huge marketing costs to strive for more proportion. To sum up, the easy car to understand the automobile industry and the development of car users is the basis of their easy to develop products, is its service in the automotive industry to enhance their operational capacity of the important embodiment of the core strategy is part of the enterprise. Easy car at the operating level will be given more tilt to meet the needs of the Internet users of automotive services as the core demand, car manufacturers will be placed in the second place. And the cat involved in the automotive sector is more to expand corporate revenue as the core goal, the expectation from the car advertising to seek a greater share. 　　Therefore, the cat will be through the occasional promotional activities to attract manufacturers to pay attention to meet the advertising interests of the automotive manufacturers in the first place, the integration of resources in the station to enhance the advertising exposure rate. The different position of the vehicle and the cat in the Automobile electric business service is the result of the different enterprise gene. For the cat, involved in the car is only the beginning of vertical operation, tourism, education and medical and other areas of exploration will lead to internal resources at all times competition, short-term advertising revenue for the distribution of the principle of long-term strategic value of the business may lead to short-term resource allocation, thus affecting the development of business. 　　The development of vertical business is the bottleneck of the understanding of industry operation, the achievement of supplier's benefit and the satisfaction of netizens ' needs. User understanding: Easy Car heavy service, day cat spell Price industry understanding is the basis of good products. How to meet the needs of the target users is the key. 　　According to the same type of products operating KPI indicators, in the field of automotive electrical products, price excellent and can be scheduled to affect the product of the three elements. First of all, the main products are to meet the needs of users of the choice of automobile, product types and product selection to ensure the advantages of two. In the product type, the realization automobile brand, the model and the car purchase city (or area) the high coverage rate, satisfies the long tail effect. 　　In product selection, the same car more than the dealer's high reach rate, at least 2-3. Second, the price is superior to reflect the price advantage of products, from the average price and the proportion of Low-cost products two dimensions to ensure product price competitiveness. As a high value product, the Netizen's sensitivity to the price is weaker than the ordinary product, the core is the guarantee of the product quality and after-sale service. 　　And some car brands on the internet to adopt a fuzzy pricing, that is, only to give the price of the preferential part, and did not explicitly give the whole car price, this information is not transparent to the consumer interests of the damage, and ultimately the platform will continue to operate negative impact. Finally, the product can be scheduled. To ensure that users choose the type of products and prices of the car can be scheduled, no goods or out of stock rate control in a lower range. 　　At present, some platforms attract consumers by using low prices as bait, which cannot be ordered in actual transactions or to increase service charges exceeding the market average. With the development of the automobile electric business service market, more and more enterprises are engaged in this field. Yi Hui already has the basic brand effect and the letterThe platform, through the forum accumulated real product experience review information and product introduction information organic integration, improve transaction conversion rate. 　　However, the user experience of electrical products, O2O Process Control, is still a novice on the road. As a new entrants in the field of automotive electrical business, Tian-Cat is currently taking a joint part of the domestic car brand low price promotion as the main selling point, through the media hype and activity volume to attract more netizens and car manufacturers attention. Not only the cat, Jingdong Mall in February, the first online sales of automotive Products Select Smart Auto cooperation, in less than 1.5 hours sold 300 vehicles. 　　The practice proves that it is possible for the electric dealers to sell cars, but how to make the automobile electric power business exist and realize the common win of the enterprises, consumers and automobile manufacturers. Summary: Throughout the development of China's e-commerce market, vertical operation has become the general direction of irreversible. In these areas, there have been Ctrip, only product will, Dangdang and other vertical electric business portal representatives, their advantage lies in the breakdown of the field of electrical business service model of a deep understanding and innovative electrical services product development, such as Ctrip pioneered the call center model and only the limited-period special selling mode and so on. As a typical representative of the new phase of the current electro-commercial vertical, automobile electric power industry can only make greater development through the development and application of innovative model.