Automobile electronic commerce has been in the state of "pseudo-electric quotient"

Absrtact: The automobile industry electronic commerce has been in the pseudo electric quotient state: the manufacturer and the electricity merchant Platform cooperation, the online sale is more is one kind of marketing behavior, other process and the traditional sale pattern does not have the difference. Today, the O2O model gives car dealers a greater imagination.

Electronic commerce in the automotive industry has always been in the "pseudo-electric business" status: Manufacturers and electric platform cooperation, online sales More is a kind of marketing behavior, other processes and traditional sales model is no different. Today, the O2O model gives car dealers more room for imagination.

According to the assistant and deputy general manager of Isi, Shanhui, they do car electric business model is the hope that the O2O mode of the line O further amplification, the main approach is to simulate the customer online car purchase process, customers run 4S shop and the process of parity online implementation. At the same time, there are Volkswagen, Toyota and other 25 car manufacturers into E-commerce channels, which most of the choice with the use of the established electric business platform operation.

However, the model looks beautiful but still faces difficulties and controversies.

Probe into the c2b of automobile electric dealer

According to the traditional media model of the automobile electric dealer, the car electric dealer is simply through the advertisement to help the dealer to collect the user information (mainly is the telephone number) as the sales clue, but this kind of telephone number collects the turnover rate is not high, simultaneously very hurts the user's car experience. And the car electric business model shielding the user's personal information, only the user to a certain car demand for cars posted online, in a certain time by the dealers to give a shop to the price of a deal. Consumers will compare these prices, and the dealer's sales advisor can see the user's information only when the user chooses a dealer's offer.

This model is similar to users online shop, if the user does not actively tell the sales consultant contact, the other party is not, but the price users can ask. But the disadvantage of shopping offline is that consumers run 35 stores, which is the ultimate parity, services are standard, so the car electric dealers want to achieve this parity online process, to help consumers save time, which is also its c2b logic. However, the biggest problem that still exists in this area is, why does the merchant offer you low price on the line?

Even if some dealers set up a blacklist system for distributors, such as if the same merchant was complained too much by the user, the merchant would go into the blacklist and there would be a penalty mechanism accordingly. However, how to effectively control the offline business is still a challenge to management.