Car Electric Shangyuan: make it a rule

In the 2013 China automobile Interconnection industry memorabilia, automobile electric business is a worthy record.

Double 11, the car electric business with a dark horse posture to kill into the electric business encirclement, the appearance of the focus on the attention of all, but also caused numerous disputes. Is it really possible to sell cars online? What's the difference between selling cars online and selling them offline? What attracts consumers by selling cars online? 4S Store will not be inconsistent with this?

Although there are too many questions to answer, but we first look at the December 2 Auto official micro-release of the latest data: As of December 2 noon, the Auto crazy Car purchase festival 17,776 orders, there are nearly 120 million vehicles were removed, of which 8267 car invoices uploaded, At the same time, according to the dealer to participate in the car section feedback, there are 4,000 vehicles has been raised cars but did not upload invoices.

Double more than half a month, double 12 are coming, auto only released detailed data, and specific to the single digit of the deal, invoice number, auto statistics work seriously. Why is it announced now?

According to Auto revealed that the car electric business, not online under a single even if the deal, must be the owner to the line shop real car, and there are car invoices, this is a car electric dealer's a complete shopping process. "We have been waiting for a bus to upload the invoice, even if slow, but this is also an essential link in the online car, automobile electric dealers can not be online under the singular, the number of claims sold." ”

With the previous days of the Cat Car festival, Jingdong online car sales activities, there is no published data, and this time double 11, only the auto one to achieve 2.6 billion of the turnover. Day Cat car's report card in double 11 after the announcement of 13th, 10,700 of the order volume, 800 million of the total order. Overall, this moment, you can be sure that the car electric dealer really came.

To make a regulation for a car electric dealer

From November 11 0 o'clock there are three hours, in the Zhongguancun Electronics building 17, Auto Crazy Car Festival team is conducting the final round of rehearsals. From the selection of vehicles, payment channels to the SMS channel, the first Test water car electric auto in every link to ensure foolproof.

November 10 23 O'Clock, the technician pressed the switch button, the car officially started.

25 hours later, the time frame is November 12 0 o'clock. Auto a total of 17,776 vehicles, the total order amounted to 2.643 billion yuan. At the same time, the cat headquarters of the display, 35 billion of the turnover of the record again, the day cat car to reach 10,700 of the order, 800 million of the total order, for a comprehensive electrical business, is also a good answer.

After the double 11, the Electronic Business Report card and the day cat together impressively eye-catching besides auto also has four words: automobile electricity dealer.

Summing up the Double 11 car festival, Auto CEO Qingeo said that the electrical business in the field of the newborn when it was not seen, the first to announce the test water Car electric dealer's auto was initially questioned by this hype, car electric dealers are regarded as impossible things.

The beginning of the operation of the car, Qingeo feel pressure doubled, "to solve the external pressure, the first to digest internal differences, they do not recognize things, how to persuade others to accept?" "Summed up, Qingeo that the car as a newborn child, the most need is the rules, no rules can not be rod, want to become a car electric dealer, it is necessary to make a rule."

It's all earned.

What's the rule? Qingeo thinks, the automobile electricity merchant is utilizes the Internet platform, the depth intervenes in the automobile sale front and rear all links, can let the seller, the buyer, the auto tripartite wins the matter altogether.

What do you mean, make it all? Sellers can sell to the car, there are sales of profits, buyers can buy cars, there are low-cost concessions, sellers buyers in the auto to reach a deal to create real sales, this is the definition of the three-party win!

However, since it is the electric business, what is called the depth of the Internet intervention?

The people of the electric circle know that it is not easy to do the electricity business from 0 to 1. In particular, a new field of automotive electrical business. In fact, as early as 2010, Taobao has started the car online sales attempt, but 50 percent limit snapped up, a single brand activity, and other acts, electric power independent analyst Li Chengdong is "thunder, Rain", brand marketing also barely reasonable.

This is the easiest thing to do to collect sales leads, is also the most likely to appear beautiful figure of the behavior, but to deep intervention in car sales before and after the link, it is necessary to the early stage of consumer communication, inquiry, orders, car, after the sale of all the tube to the line. "Do the right thing, do not do easy things, we are relying on that point of paranoia to have this 11 crazy car-buying festival," Qingeo very some sigh.

Online price is sold directly

Consumer purchase of the early stage of communication for Auto is a regular action, the Forum of mass UGC content, professional editorial consultation, these are enough to support consumers a variety of tricky problems; The inquiry has the model library available for inquiry; After that, how to let the consumer in the Auto list, Is the first problem that the auto team needs to address.

Qin decided to first from the user's most concerned about the price, auto took out the user data accumulated for many years, after summing up the analysis that, "want consumers to order to give them a reasonable price." The biggest dissatisfaction of car consumers with car prices is not that prices are low enough, but that they do not know which Price is the lowest. Qingeo explains that consumers want to spend their money, so giving users a trustworthy low price is one of auto's rules for the Shangli of automotive electricity.

Auto to the country's more than 100 cities in the 4S shop price negotiations, continuous screening, so that the first time to achieve most of the car prices directly sold on the line.

When it comes to this, Qingeo still slightly regrets, "some brands are still holding a wait-and-see attitude towards the car dealers, more willing to take part in a discount package, but he believes that after the first time, the car companies and dealers will be more thinking about how to participate more effectively, can sell more cars.

Over the past three months, Auto has completed a shift from a media platform to an Internet trading platform. ' It was a very difficult but more successful attempt, ' said Qingeo.

Stick to O2O

Car as a commodity, online services and experience, as well as the perfect after-sale system, is a very important part of shopping, Qingeo stressed that, from this point of view, auto of the electric dealer must be O2O.

The most often mentioned is the online conflict, especially in the automotive industry. However, the auto model to a certain extent, the realization of a multi-party mutual win. Manufacturers in the event to obtain a number of billion brand exposure, dealers are not effortlessly collected to a large number of precision car groups, and consumers from the real concessions.

Auto and the national tens of thousands of dealers to maintain the most timely, most comprehensive and most accurate price information access, which contains a great deal of significant commercial value. Huanggang, director of China Logistics and supply chain management, pointed out that the future of automobile sales is inseparable from C2B-driven supply chain and O2O channel model.

Of course, under these beautiful realities, there are still many barriers to be overcome. such as payment systems, and credit problems.

It is understood that in order to prevent the payment of congestion, before the start of the car-buying festival, auto 10 days ahead of the open deposit prepaid channel, users can advance deposit of 499 yuan deposit to Alipay or net silver. After the end, the face of 2.643 billion yuan to order total, auto not anxious to celebrate. But the urgent formation of a large customer service team, specifically to solve the user line to lift the car when the various problems encountered. Among them, the dealer to the car sold out, the lack of inventory, etc. to refuse the user to lift the situation also appeared.

"For this kind of not-credit dealer, we first persuaded the communication, the serious situation will take the blocking policy, the key moment will use the legal weapon to protect the consumer's rights and interests, Qingeo said, auto to encounter all kinds of problems as an opportunity, and, as long as the rules of the clear, hope to further the car electric business bigger, do deep.

To sum up, to borrow this double 11 business opportunities, automotive electric power companies, the strength of the big, in advance to build momentum, and line off the enterprise, 4S shop multi-party cooperation, just catalytic a car electric dealer's big test water, but the results look, the effect is not bad. But from my understanding of auto, the current automobile electric business credit system has not yet been established and perfected, and the traditional sales channels due to the supervision of manufacturers, credit system through the accumulation of accumulated over the ages, which is the lack of automotive electrical business.

In order to change the strength of the line in the car industry, the car dealers have more say, it is difficult to do, but the good side is that, although difficult to start, but the car dealers have begun.