Car dealers walk up to the front desk overnight

At the end of 2013, car dealers walked up to the front desk overnight. November 11, "Double 11" electric business War, is originally the traditional challenge of the annual competition. This year, the Thunder was stolen by car electric dealers a lot.

However, when the smoke dispersed, whether it is to pay attention to the spectator of the competition, or to join the several major sites are admitted that the car electric business is still far from the normalization. Why online buy books can be achieved Dangdang, online selling electronic products so that easy to stand out quickly, but it is a mature electronic business platform such as the cat, it is difficult to real online sales car normalization? How hard is it for a car dealer to be normalized?

Resources or resources

"The electric business is nothing more than online, offline two kinds of resources," December 24, a person in the industry said: "For the cat such a strong traditional electricity business, online resources is not a problem, on the daily average flow of large vertical seems not a bottleneck." However, the vertical portal's online resources are not that much better than the former.

A car dealer said to the media, the car vertical website stickiness users are mostly enthusiasts or have bought a car group. The need for these people to buy or change cars is not big, and the benefits they bring to the brand are recommended to acquaintances. From this point of view, the viscous users of automotive vertical Web sites are not directly potential buyers. This will result in the car vertical online purchase conversion rate low.

Offline resources are more difficult to control than online resources. "Car sales for a long time is the car enterprise + sales 4S Shop two Yuan mode, and this model is the state-related regulations support," a car sales industry personage said: "The car electric business wants to join in to become ternary mode is difficult." "The person believes that the car companies can transfer their own part of the resources to the electricity business, because it is to increase the sale of vehicles at the same time the exposure rate, but the dealer's sensitivity to the price system, so that the electricity dealers difficult to find their own position."

"Double 11, a lot of customers who have paid a deposit, in their own region do not find the distributor to participate in the activities." This fully demonstrates that the automotive electric business offline resource integration is still facing problems. "At present, car electric dealers have to use their own bleeding, subsidies, gifts to attract passengers," said the industry. ”

Bleeding is hard to endure

However, some industry observers say that sustainable and benign interaction is an indispensable part of the business ecosystem. From the preferential and convenient point of view, discount is to save the cost of the channel, or manufacturers to let? This is critical, if the Internet platform to bleed! Can the early blood-letting make a commercial ecosystem? The internet does not bleed, who will take it?

Obviously, everyone is still in the "bloodletting" stage. Such bloodletting, however, is clearly unsustainable. "This is an important factor that makes it difficult for car dealers to sell cars on the internet, and every car has to be subsidized by itself." The pursuit of sales volume climbed, it is inevitable to have scruples. ”

The media commented: "The traditional electric dealer saves the store and the manpower cost, does not have the function in the automobile electric business domain." In the process of sales of automobile electric dealers, there are actually 3 parties, that is, 4S shops, websites and consumers. The more consumers get, the less 4S stores and websites get. Now the situation is that the site to give concessions, 4S stores will not pay the basic, but by the site subsidy, the pattern of sustainability to play a question mark.

However, while it is still difficult for the car dealers to find their place, new players have been added. This may be a sentence "because it is difficult to have fun."