Automobile electric dealer, collective encirclement and suppression dealer

Wen/Li Xiaoying

On the internet to sell cars this thing, has been a lot of test water people began to grope.

For automobile electric business, O2O is its natural property, and O2O is an extremely difficult bone to chew. Ali and silver Thai marriage, everyone exclaimed O2O earthquake, now also no audio, Wanda hand Baidu and Tencent, also Shang do O2O electric quotient, but in addition to shout slogans and no specific way, O2O is still nankeyimeng.

Because of this, the car electrical business has been a wool, struggling. Even so, there are countless people who want to sell their cars online, not for anything else, and want to draw a circle on this piece of cake.

Days of the cat, Jingdong, such as the electric business platform has been trying to run the car electric business, car vertical website is also in the test water car electric dealer, car manufacturers are not idle, but for the online has been quite mature car industry, how to get through the line + offline, each has its own difficulties.

The day cat, Jingdong sells the car, first cultivates the user environment

The cat is not selling cars two days a day, the Dongfeng Peugeot 2008, Chevrolet Cool, Skoda Xin and other new cars have been in the first day cat car. Manufacturers to start the new car from the line down to the line, in fact, is the image of propaganda, directed at its massive user flow.

The day cat apparently has its own purpose, as a relatively mature electric business platform, selling things is naturally its strength, but buying a car is not like buying clothes, the user decision-making cycle is longer, during this period, users need to consult, interactive communication or even about to the offline experience, the electric business platform obviously does not have such user environment. The cat is now selling cars are mostly starters, special cars, preferential activities, plainly is relying on these to attract users, so as to cultivate the user's car environment.

Jingdong directly with the car vertical web site cooperation, to make limited edition or special car, one can attract users of vertical sites, and then cultivate their own users, publicity their taste more concentrated.

To flow for the support of manufacturers, with preferential policies to attract users, the days of the cat, Beijing East is to cultivate their own user environment, there is no such environment, even if the platform is big, can only watch others play.

Auto brand since the establishment of electricity dealers, temporarily unable to rob the dealer's job

With the development of the Internet, the O2O mode under the line + line has become the ultimate channel of the automobile industry's default future. For example, such as millet selling mobile phones, music, like selling TV, this is the car manufacturers dream, but the ideal is very plump, the reality is very bone.

In the car manufacturers built by the electric dealer inside SAIC "car enjoy Network" is more famous, not only on the network platform for car sales, while relying on SAIC's many well-known brands and thousands of dealer network to achieve online and offline seamless docking of E-commerce model.

But the model of the car to enjoy the network is still mainly dealers, buyers, if the decision to buy a car, you can directly on the platform order, and then get a serial number, take this serial number to the corresponding 4S store knot, take the car.

This is because buying a car is different from buying a home appliance, its procedures more complex, and the car is to experience products, to regularly maintain replacement and maintenance, the need for specialized technology, equipment, as well as specific spare parts, all of which must rely on the 4S shop, sales channels are far from the service channel is important, at present, 4S mode is still the solution for this industry. The network can do is only ancillary sales, temporarily can not rob the dealer's job.

Car vertical website, born to guide users to buy a car

There is also a class of vehicles based on their own exploration of the business model of the transformation of automotive electric dealers, that is, such as auto, Eckar vertical Web sites.

On the advantages, vertical site early by a large number of effective information accumulation and gathered a group of relatively stable users, viscous strong, but also has a certain industrial chain integration genes.

One of the domestic vertical web site of love card car, is in the direction of the electric business to try. The car site started with the community, with the increase in users, gradually formed a car club, organize various car races, the "Xmeeting fan assembly", so that fans drive their own car to race, display, Exchange, which may be the most willing to do things. There is no doubt that the deep user base is just the capital of automobile vertical website, and also has the natural advantage in the industrial chain integration.

"The first thing we did was solve the user's plan to buy a car, buy a car to sell the whole process of the car, so this DNA has been brought to this day, so far, we do whether the products on the PC or mobile products, are covered to buy cars, cars and even used car replacement of the entire life cycle of each link. "Love Card car founder Zhangjingqiu to Titanium Media.

But these advantages of vertical web sites do not mean that they can easily dabble in auto dealers. Zhangjingqiu said

As a result of policy constraints, the current car in the transaction is not to leave the dealer, Love Card can now do is to speed up the process of consumer to the dealer speed.

Since now do not open the car electric dealer, that "hand in hand" is a good choice. Overseas, the U.S. car search and trading platform TrueCar is a good example.

TrueCar is a typical model of line-online integration, users search for the models they want to buy and choose the configuration, and then get the price and the price curve of the model, the price curve will tell you in the recent period of the model of the number of transactions and the average price, as well as the manufacturer price, factory invoice prices and other prices of several dimensions. When you are sure of your purchase, you will be able to obtain the insured certificate of your local Distributor. Pay the dealer and drive home.

TrueCar many properties with the domestic vertical site is very imagined, but there are essential differences, TrueCar is a trading platform, while the domestic like Eckar, Auto are doing marketing, is a showcase platform, just to help users decide what kind of car, but does not occur in their own transactions. Although sometimes also with manufacturers or distributors, but far from the electric business has been.

Cooperation with distributors, for the domestic car vertical web site is not unfamiliar, Zhangjingqiu said, the future, Eckar will be better to aggregate car manufacturers, distributors of resources, to create more user-tailored activities. And for Distributors Eckar also launched a love selling car app, dedicated to distributors, but also for consumers love to buy a car, you can make quotes, to buy the intention to stay, these are in the future for possible car electric dealer layout.

But no matter how to say, the car site to do the electrical business is still in the exploration phase, now the car website can do or set to the distributor, so that dealers more efficient in the potential purchase intention to find a real car to buy the intention of the person. Car site to carry their own advantages to do the electricity, you need to cooperate with the dealer in depth, from the marketing platform to the trading platform, this nature is not able to complete overnight.

On the whole, the advantage of the day cat and Jingdong is that the user flow is big, but the relative lack of automobile users, the need to cultivate user environment, the car manufacturer's proprietary platform has a price advantage, for the dealer's control is strong, but the development of space relative to the third party platform is weak, and love card and other vertical web site advantage is a group of relatively stable users, Viscous relatively strong, but also a certain industrial chain integration, but from marketing platform to trading platform, not a day or two to do.

However, the core of the car electricity business is to simplify the purchase process, optimize car, car experience, only in order to bring users to the line, in this respect, the future of the car vertical website may be closer to the car electric dealer This "fat".