Big electric quotient complex intensifies! Have you been in the era of the automobile electric business war?

"Double 11" (November 11), this is the special day created by China's electricity dealers, this special day may also detonate the first round of China's automobile industry's electric business war.

First Auto website to borrow "Double 11" gimmick launched the "11 11 Crazy Car Purchase Festival", then easy Car Network also in its normal operation of the car benefits on the basis of the introduction of the "Naked Price" ("naked" language, out of The Bachelor), and Sohu also took the opportunity to launch a "sell the car Treasure", and to enter this round of the car electric dealers in the melee.

However, traditional electric dealers failed to do the car platform well. Day Cat Mall launched the first Chinese car dealers, but in many people's eyes, the cat is not the real meaning of the car, its core value is the brand spread. As of May this year, the Cat Mall has a total of 9 car brand flagship stores and 5 distributors franchise stores, the cumulative model has 535, the total booking volume of 6,781 vehicles, and Jianghuai Yue Yue family was booked 3,547, accounting for the total volume of 52.3%, other traditional market sales better models, The average number of bookings for cats is only more than 10.

Why didn't the traditional electric dealer do the car platform? Auto CEO Qingeo that the first is that users need to have enough choice, in the past many of the car group purchase items, often also on several products. Second, like the electricity business of the festival is often a full 50 percent promotions, 60 percent promotions. But most of the so-called car shopping festivals in the history, most users pay the same price as offline shopping.

Professional automotive Media is currently the most likely to be made of automotive electric business platform, Sohu Auto business deputy general manager Yancheng that: "Professional car web site covers the most accurate car users, and can provide from the selection of cars, car cars to test drive one-stop service." ”

Auto, vice president of Magang in the interview with the first financial daily, said that for the future development of the car electric business he is not clear, but he said: "If not to test the water as a car, the future may lag behind competitors." We must ensure that we are at all times ahead of the development of other automotive websites. "A number of car-buying activities in auto this year are open to auto makers, large districts and distributors that are free to co-operate, including this year's" 11 11 crazy Car-buying festival. "

"Price is a big problem," Yancheng said, "Online prices and 4S shop prices have long had to achieve a balance." "If the price is below the line, then the dealer's interests are impaired, but equal to or above the line, and unattractive to consumers." "It is not conducive to the establishment of a healthy business environment, if it is always to bleed the subsidy or the market subsidy from the manufacturers."

In the case of future profit models, Yancheng believes that professional car dealers may be packaged in the car companies to give the website ads and soft text, that is, the future of automobile enterprises or 4S stores in the field of electric power consumption from the market or public relations costs, but not the cost of the Enterprise channel. But Magang think, who also do not know the future development of automotive marketing channels, is now from the cost of publicity, who can not guarantee that the enterprise will not come up with a special fund to develop the electricity business.