Car electrical Business pain point to be resolved first, line online how to collaborate?

From last year's "double 11" to now, many friends hope to discuss the related topic of automobile electric dealer together. A number of professional research institutions have also organized automotive electric business to discuss the past and present life of automobile electric dealers.

In fact, the car internet marketing in China is not unfamiliar. As early as in 2010, Mercedes-Benz Smart new product on-line chose the traditional Web site to do a "buy", there are car manufacturers directly in the days of the cat opened the "official flagship store." But these methods are still only in the "brand-oriented" level, from "marketing" to "sales" of the key step, but also need someone to go first.

The industry generally defined 2013 as the first year of automobile electric dealers, a "Auto 11.11 crazy car Purchase Festival" to the dealers to take tens of thousands of actual sales. Because of this, in addition to the vertical car site, traditional Web site, the manufacturer's own platform has also begun to try car dealers.

After last year's "11.11 Crazy car shopping day" test water, we found that it is not easy to do a good job of car electric dealers, to the car from the Internet to sell smoothly, but also first to solve the current car dealers some pain points.

How to collaborate online?

The automobile industry chain is much more complicated than the traditional FMCG, and the particularity of car purchase and consumption determines that the car cannot be like the ordinary FMCG, so the purchase, the car, the maintenance and so on are complete on line, so, the automobile electric dealer, from the model, must be O2O.

The ultimate goal of car dealers is to sell cars. In the final analysis, it is still more deeply involved in the automotive industry chain. The essence of the electric dealer is to realize the transaction, for the automobile electric business, its measure is also sales.

Early car sites mainly provide front-end services for car sales. To provide users with automotive information, evaluation, dealer quotes, such as the choice of car-oriented services for manufacturers to provide brand marketing services for distributors to bring accurate sales leads. With the development of automobile consumption market, the service of the vertical website of the automobile also needs to extend to the rear end of the automobile sale, and tries to intervene the trade link in the appropriate way, will "the consumer's attention degree" translates into "the transaction volume", thus creates the value, the automobile electric business is also the auto longitudinal deepening development one step.

There are a lot of accurate sales leads, under the coverage of a wide range of dealers network, car vertical website to do automotive Electric business has a natural resource advantage. As long as the middle of the "2", the car electric dealer has been close to success.

Although last year the Double 11 auto successfully sold nearly 15,000 vehicles, but also some individual users completed the reservation did not mention the car. The reason is that the line under the information asymmetry, offline dealer inventory is not in time to sync to the line. In the final analysis, or the middle of the "2" does not coordinate the line of the online collaboration.

As a vehicle electric business platform, we have to achieve a process that can be accepted by most vendors and distributors, and must be able to benefit the customers of the car.

From April 15 onwards, we started a car-buying festival in Shandong, Guangdong and Jiangsu provinces, absorbing the lessons of last year's double 11, this time auto invested in the automotive electrical business system, from the technical realization of the line under the seamless docking. In addition, the offline dealer integrity system is also a problem to be solved at the moment. Along with the automobile electric business platform unceasing attempt, the line collaboration will be more and more smooth.

How to provide reasonable and transparent price?

For the vast majority of car consumers, the problem that bothers them most is not the price level, but the real price is how much. For a long time, in different cities, and even the same city of different 4S stores, car sales prices are different, even the same car, in different 4S stores will have a variety of prices and promotional programs. But for dealers, in the inability to determine the accuracy of consumer car purchase intentions, certainly not willing to make their own price bottom line.

The birth of the automobile electric business platform, also urges the consumer to send hope in this internet new darling, gives the consumer an open and transparent market environment, also gives the dealer, a reliable consumer. The internet gene determines that the sales price of a car dealer tends to be transparent. As a car electric business platform, can greatly reduce the dealer's sales costs, dealers can save the cost of the form of concessions to users, thereby balancing the interests between users and distributors.

How to get auto makers to rely on the Internet from marketing to sales?

Years of marketing experience has made manufacturers aware of the importance of the Internet. But the degree of importance, everyone's understanding must be different.

In the face of car electric dealers, the car companies are more or more tempted attitude, more is the hope that the car electric dealers to promote their own brand to complement. For example, in micro-blogging, poly-cost platform, has tried the flash purchase and buy, is a typical brand-oriented electric dealer attempt.

Last year auto double 11 crazy car Purchase festival, there are more than 80 brands to participate. When it comes to sales, manufacturers are beginning to realize that the auto Internet is no longer a simple brand marketing platform. Some manufacturers want to explore this cost-reducing sales channels, so spend a lot of effort to shop online channels, can strive for more accurate consumer groups, and for some old car manufacturers, online has formed a complete sales system. The development of new sales channels, to face more offline pressure.

However, regardless of the status quo, in the face of the arrival of new things, embrace change can have vitality, history has always created a "broken bureau." Fortunately, Auto has taken the first step, and constantly explore the development of automotive electric business path. Next, we will be guided by the "transaction" to generate "sales" standards, through a variety of efforts to achieve the normal operation of the automotive electrical business.