Car Electric Dealer "money" broad: not yet and traditional 4S rob business

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Zhang Yi

There is no doubt that the car dealers who have said for many years have finally made a face this year. At the end of the year "double 11" of the electric business War, the car orders data equivalent to 2/3 of the day Cat trading volume, which makes the "auto electric business era has come" words.

Is that really the case? The launch of the 2013 "Double 11" car electric business World War One of the main characters "auto (33.24,-1.75,-5%)" website survey shows that in the car festival, 20% of the auto manufacturers are actively involved, 20% is not active, 60% of the manufacturers in the " Do not want to do and afraid of being eliminated by the industry so reluctantly follow the attitude of playing.

According to the "China Automobile Electric Business Development Report", 2013 "Double 11", the day cat, easy car, auto three sites contributed nearly 170,000 online orders, the total order amounted to 23.5 billion yuan. But some dealers frankly, the electric dealer orders the car rate is only about 30%. Obviously, the power of the car electric power is far less magical.

In addition, the current so-called car electric dealers, is not the real sense of the electric quotient, but O2O (Online to Offline) mode of the narrow sense of the car, that is, the line above the customer, online access to services E-commerce.

In other words, the sales of passenger cars include information flow, passenger flow, capital flow and logistics, while the narrow-sense car dealers only solve the flow of information and passenger flow, logistics and capital flow is still by the car manufacturers and distributors to complete. This means that the current car dealers do only two things: the collector and the sales leads into sales.

Of course, the commercial value of this model is also obvious. For consumers, you can get as much information as possible in a short period of time, at the same time can also understand the floor price, participate in group buying, save money and labor; for automobile production and sales enterprises, not only can save marketing and sales costs, but also to obtain consumer data, to help predict the market and accurate decision-making.

However, for dealers, there is also a layer of concern, that is, spend a huge amount of investment into the 4S shop, and finally reduced to a "display area" for electric merchants to do wedding clothes.

However, for the moment, the O2O model car dealers are also difficult and traditional 4S shop Rob business. This is also determined by the sales patterns in the automotive sector. Large-amount payment, logistics, test drive, after the sale of various restrictions, the narrow sense of the car dealers can not be completed independently, payment, lift must pass the dealer, 4S shop model will not be replaced and eliminated in the short term.

At present, the profit model of O2O is still the traditional Internet mode, the main income comes from the annual fee of the dealer member and the advertisement of the automobile manufacturer and distributor. "Double 11" when there is even a free dealer service for dealers, stickers money to make a yell, when the future can be achieved by the amount of the transaction fee is still unknown.

In addition, in addition to easy car benefits, many sites still do not have the electricity business normalization, a year only participate in "Double 11" and other special activities, for the penetration of dealers is difficult to continue. Even the 2013 "Double 11" real sales volume, is also considered by dealers as "Fangweising".

But there is no denying that, in the mobile Internet and online consumption everywhere today, O2O Car Sales model is also the general trend. The automobile electric dealer to the traditional sale field front carries on the infiltration and is quite fruitful, also began to make the entire industry sentiment is complex, the cautious wait-and-see mixed with some to the future opportunity hot anticipation.

After seeing the "money", in order to avoid being robbed by other electric dealers, 3721.html ">2014 year in, there will be more car manufacturers, distributors quickly into this field." At present, the huge group has established its own electric business platform, Geely and other car manufacturers have already tested water online sales.

It can be foreseen that the future of the automotive electric business platform will be mainly three kinds of models: auto manufacturers and distributors of the company's own platform, cat, jingdong such as the Electronic Business network and such as auto, easy car benefits such as vertical electric business.

The first type of electric trader holds the key elements of pricing and supply, for the control of inventory, distribution of models are also more advantages, the second type of electric dealers have greater visibility, the actual operation is also more familiar to consumers; the third category is based on content, information, Word-of-mouth and forum, in the dissemination of the effect of more infiltration.

In all types of automotive electric business, who can play a leading role, but also to see who can play the ultimate advantage, while making up for their own short board. As to when the real car dealers appear, it seems far away.