Car dealers: Toddlers, future time

Recently, 1927 Volvo XC90 Limited Edition for the first time on the global sale of electric business platform, sold out within 47 hours, the Chinese region 500 booking limited number is only within 47 minutes to be robbed. According to statistics, most of the world's orders are completed in one hour, at the peak of the pre-sale speed even reached 7 per minute, one hit the sales record.

On the other hand, the two-week Sina Weibo "happy car season" activity data show that the total number of activities reached 61,726 orders, the total amount of orders amounted to 9.23 billion yuan, let people feel the power of social power.

It is not difficult to find that, following last year's double 11 car electric business War opened, the development of automobile electric business model is more and more fast, can not be ignored; at the same time, the participant in this model is increasing, and its initiative is more and more strong, from the SAIC-built electric business platform that is

The weather turns cool, the taste of autumn is also more and more thick, the end of the season will come, until then, gradually add wings of the car electric business model will let us witness what growth.

1 Electric business development is every spring

Last year, the explosion of auto dealers during the 11 period stimulated the whole automobile circulation industry

When the internet broke people's tradition of shopping in stores, changed our original consumption patterns, cars as a commodity, online trading has been expected. Especially when China's car growth slows down, when the market competition is becoming white-hot, the search for innovative marketing model, in order to occupy a favorable position in the market, become a number of cars and distributors of the top priority. Car dealers have undoubtedly provided them with a new platform and model.

A sudden outburst.

As early as a few years ago, the car manufacturers have begun to try to open up the new battlefield on the network, Mercedes-Benz, BMW, Geely Panda and so on to try hydro-electric operators, but in the initial period has not been too much attention, the results are not obvious. Since then, with some manufacturers in recent years to test water success, such as the last year Jianghuai car with the help of the network platform to obtain thousands orders, Mercedes-Benz Smart created 89 minutes to sell 300 of the miracle, more manufacturers began to itch.

During the last two-11 period, many mainstream car brands and traditional electric operators and vertical web sites to cooperate in the dual 11 period to introduce a series of preferential measures. Since then, the participation of the electric dealers have to bask in the report card, some of the electricity dealers announced orders exceeded 90,000, turnover of 11.7 billion. At this point, the car electric dealers to the full outbreak of the posture, stimulated the entire automobile circulation industry, and successfully attracted many consumers, manufacturers, distributors and electrical business eyes.

It is also the beginning of a clear, some electric dealers and manufacturers often hang on the tip of the car, more frequent use of electric business model to carry out marketing activities, such as the partial car vertical site in the first half of this year has continued last year's double activity model, launched a car shopping activities.

Fencing

At the same time, the car companies began to get rid of the traditional web site dependence, self-built platform to promote the development of electric business model, such as SAIC's "car enjoy platform." At the beginning of this year, the "car-sharing platform" was built by SAIC-O2O E-commerce platform, the goal is through the line online seamless docking of E-commerce mode, to provide users with one-stop solution. At present, SAIC's brand Rong, MG, Buick, Chevrolet, Cadillac, Volkswagen, Skoda, Baojun and SAIC Chase have been settled.

Of course, SAIC's "car platform" is not the first domestic car companies to build their own electric business platform. Prior to this, BYD has launched its own auto mall "BYD E shopping", on this platform to carry out new car marketing, group buying and so on. Only, because of that time the automobile electric dealer has not formed the trend, "the BYD e buys" the figure is somewhat lonely. Today, however, auto dealers have appeared in the public eye quite frequently.

Social and gold.

In addition, social media has attracted more and more attention of car companies, many new cars before the listing of marketing and promotional activities after the listing will be through micro-blog, micro-letter and other forms to unfold. At the same time, these social media are also beginning to fully tap their own "gold absorption" ability, and actively become a new platform for automotive electric dealers. For example, the above mentioned Sina Weibo launched the first "Happy Car Festival" activities, its early information push, purchase payment and return are all through micro-blog completed.

Industry insiders believe that now gradually away from the "role" of the identity of the car, relying on a more diverse play, will certainly occupy an important seat in the car marketing camp.

2 participants

The traditional electric dealer has the big data, the vertical website has the resources, the manufacturer builds the platform to have the brand domination power

The heat of the auto dealers is growing, and there are many heroes vying to be among them. Rough inventory, the participants mainly include traditional electric, vertical car website and car companies. Walk the lake, each door faction has its own stunt, of course, there are soft rib, the above three kinds of electronic business participants are no exception.

For data and resources

By contrast, the biggest advantage of a traditional electric trader should be its massive data. In the big data age, having massive amounts of data seems like a triumph. However, relative to the daily consumption of consumer goods, the platform environment of the car more demanding, not only to provide consumers with the basic vehicle data, but also to provide vehicle-related professional evaluation, competition models, such as comparisons and other content for consumer reference. For the current traditional electric business, it is clear that it will take some time.

This is precisely the advantage of the vertical car site, these sites have been in the automotive sector for many years, in the automotive industry has accumulated a large number of resources, including manufacturers and distributors of resources, as well as a large number of potential car buyers. In this way, vertical web site operators to operate the car, you can use their own platform and resources to ensure the number of consumer participation and transmission effect. Some people in the industry believe that the car electric dealers can be seen as a vertical car site to guide the further exploration of the transaction. Prior to this, most vertical car sites were guided by a collection of sales leads for dealers.

Traffic: The problem of self-built platform

Compared with the traditional electric and vertical web sites, some of the car-enterprise platform is a successor. Prior to this, even now, most of the car companies to carry out the activities of the electric business is still through with the traditional electric and vertical web site cooperation, now, as the entire auto industry is aware of the importance of Internet marketing, a small number of car companies are starting to test the water, such as SAIC's "car platform" and "BYD e-shopping" mentioned above.

The advantages of the vehicle-enterprise electric platform are self-evident-that is, its own brand dominance, offline distributors and owners ' users. For example, SAIC "car platform" not only integrates the SAIC Group's major brands, but also its thousands of dealer outlets and the 20 million car owners included. And the car to enjoy the network synchronous start "Car", is SAIC's brand club member alliance cooperation carrier, can develop innovative post market service products and provide to consumers, formed a complete service system. However, it is understood that, because the site traffic is insufficient, the car to enjoy the network is still through with some vertical site cooperation to guide. This is also one of the main problems encountered in the advance of the vehicle-enterprise electric platform and its relative disadvantage.

3 real turnover to rise

In most cases, today's car dealers are still only used as a marketing tool

However, whether traditional or vertical web sites or car companies, they are facing a common embarrassment, is the actual volume of uncertainty. In addition to the limited-car sales for limited seconds, daily in the car online sales, and even provide a greater intensity of promotional concessions, but the conversion rate of a real difficult to investigate, the focus on online activities of potential customers is difficult to follow up, online booking volume is also difficult to translate into the actual offline volume.

Puzzle still missing

This is also related to the current situation of automobile electric business model. In terms of the whole automobile supply chain, most of the car electric dealers still only stay in the promotion, booking and other links, the real purchase, user experience, service and other processes still need to rely on the offline dealer to complete. Therefore, some people in the industry believe that the online deposit, to 4S shop to pay the full O2O model, as well as online payment of the entire paragraph to the 4S shop to lift the car, can not be regarded as the true meaning of the car electric dealer.

"A real car dealer is going to use the Internet for every aspect of a car-buying deal," he said. "An industry veteran who declined to be named said will be a car before the appointment test drive, pay a deposit or even the entire paragraph, the purchase of the contract, buy insurance and delivery of new cars, even after the purchase of After-sale consulting, reservation maintenance and technical support, including among them, to form a truly complete model of the automobile electric business. "In essence, the current car electric business is still based on the lead sales leads, is the form of online marketing." ”

Sold as a "warm-up"

Many of the dealers who have participated in the activities of the auto dealers agree with the above statement. Last year, during the two-11 period, although several car dealers released the order data are very gratifying, but after the event to be interviewed by reporters, the participating dealers are unwilling to disclose the activities brought into the shop volume and final turnover, but stressed that they value the activities of the brand, corporate propaganda. The head of a Shanghai Volkswagen 4S store in the southern part of Beijing said that last year was the first year of auto concentration in the electric business, so manufacturers and distributors were involved in the focus, not on turnover, but on the "preheating" of the electric business model.

This shows that the dealers involved in the activities did not "direct pull sales" placed too much hope, relatively more value its promotional results. "At present, the competition in the Beijing market is very fierce, so we want to use more opportunities, take various forms of publicity means to increase the exposure of enterprises and customer awareness." "The capital Chevrolet a 4S shop sales director bluntly, the store participated in last year double A power business activities, is to attract more customers to the store." "For us, the current marketing of this kind of activity is more significant. ”

4 development still takes time

It is necessary to establish a complete trading link for the automobile electric dealers in the groping period.

Selling cars or marketing, car electric dealers are now a lively scene, so that the entire automotive industry for the future of the automotive electric business has more imagination. "The future of the Automobile Electric Chamber of Commerce to become our company's direct shop." "In the vision of Li Yunfei, deputy general manager of BYD Auto Sales, the future BYD e-Buy platform will become BYD's direct shop, consumers can look at the Web site models, book test drive, and then to the place of the BYD shop to choose the car, and then to the online delivery of the entire paragraph can be on the site on the service rating. "Similar to Taobao on the evaluation system, there will be good reviews, bad reviews and so on." Manufacturers will be based on the performance of the stores and sales, to determine the distribution of vehicles and support efforts. The store also no longer to mention the number of vehicles to worry about, will not face inventory and capital pressure, as long as the completion of the display, car and after-sale services can be. ”

Many people in the industry also have similar speculations. But there are still a lot of difficulties to be solved in the process of the ideal.

Compared with the traditional mode of sales, the car dealers in order to attract more consumer participation, will often give greater concessions and a variety of promotional means, especially in terms of price. However, the price of the online transfer line under the process is prone to inconsistent problems. At present, most of the electric business activities, consumers usually only pay a deposit online, the entire paragraph still need to be delivered to the store. In the process, consumers in the Internet to see the preferential information, to the store may not be cashed, or to shop car still need to pay additional costs, these problems are urgent to resolve. In addition, due to the lack of effective communication, the activity has also been due to lack of dealer inventory and consumers can not be timely to lift the car problem.

This shows that the lack of online and online communication, as well as inadequate supervision, will make it difficult for the car to form a complete trading link. For those who are still in the groping period, these obstacles have to be overcome, the process takes time, and the development and improvement of the automobile electric power business need more time.

Therefore, about their future vision of the car, Li Yunfei also bluntly: "These ideas will not be achieved in the past two years, because there are a lot of practical problems, 4S shop is still the main car enterprise marketing model." ”