Car electricity supplier how to victory

What is the nature of car electricity supplier? According to the process of buying a TV from Jingdong Mall for analogy, is the online car, pay the next order, and then wait at home to express home. However, at present, the automobile dealers can not do this. On the one hand, the automobile is a commodity, and the goods such as logistics, payment and television are not at all a grade, and the current logistics and payment environment can not support it. On the other hand, China's specific auto dealer policy And structure, making the car's sales price opaque. Therefore, car dealers want to truly honor "cheap and affordable" commitment, difficult. In addition, the car's O2O characteristics also make pre-purchase test drive, after-sale purchase, insurance, etc., need to go offline. All of the above characteristics make most of the current car e-commerce more like a simple online promotions, stay in the stage of export sales leads for car dealers. This is not the real car e-commerce, or only the first phase of car e-commerce.

Looking global, how to define the car business, there is no standard answer. The entire industry, including automotive vertical websites, car brands, and even car dealerships and integrated e-commerce platforms, is currently actively exploring. From the integrated e-commerce platform store model, to the car manufacturers direct sales model, and then to the easy car as the representative of the vertical multi-directional exploration of the Internet, car e-commerce companies to go forward in the next bold attempt to step by step to the nature of car e-commerce Approach.

Manufacturer mode: dealer data and direct docking with consumers

Typical representative: car to enjoy the network

Car to enjoy the network is the SAIC own e-commerce platform, its biggest advantage is that consumers can get direct access from the dealer's car prices and other first-hand data, eliminating the need to collect around the hard data. By enjoying the dealer network by operating their own dealers, directly to improve the dealer's initiative, reducing the operating costs of the site itself.

However, the car network limitations are also very obvious. For example, all the dealers and models of the website come from SAIC. The choices are limited, and the eight cities enjoying cars are mostly concentrated in the Yangtze River Delta area and can not cover the whole country. The dealer activities and more concentrated in the store, all activities by an independent dealer to complete their own, not out of the scope of dealer promotions, but with the help of the network only.

Integrated e-commerce platform model: store shop, brand exposure effect

Typical representatives: Lynx, Jingdong

As one of the largest and most mature integrated e-commerce platforms in China, Lynx and Jingdong have been ambitious for auto suppliers, but their ideas are still to copy the traditional B2C e-commerce model to auto e-commerce. However, the special nature of the car as a commodity, making the car brand owners opened the flagship store in Lynx purpose is not to do sales, but the brand display and promotion.

Tmall does not have the precise user of the vertical car website, as well as the huge resources of car dealers and car brands, and has limited control over prices and offline services. Several "car shopping festivals", including last year's double ten A promotion, mediocre performance, and the car vertical website is not a grade. However, Jingdong and Lynx in the car e-commerce payment part of the attempt or to be worthy of recognition.

O2O sales clues: diversification promote sales, focusing on economies of scale

Typical representatives: easy car sales, car home "car mall"

Sales leads model is the most common mode of the current car business, bypassing the price, payment and other difficulties, to achieve some of the car e-business process. On July 1, E-Commerce launched its e-commerce product with limited time specials on the fixed channel - "easy car sale" is a typical example. Easy car by relying on a strong car brands and distributors, regional service markets and other resources and deep plowing for more than 10 years, through the "easy car sale" of this product, to achieve a limited promotion, buy promotional, limited time buying, regional promotions, spike Activities, inventory cleaning and other diversified car sales model, not only give consumers more choices and benefits, marketing effectiveness has also been greatly improved.

Similar to the car home recently launched the "car mall", consumers first on the site to buy a coupon, relying on this coupon go to 4S shop bargaining, in essence, or O2O line diversion. After all, easy car sales and "car mall" this e-commerce model is still the main output of sales leads. Consumers online orders to enjoy the manufacturer or dealer to provide the limited time offer, still have to go to the dealer to complete the transaction, this model is still in the O2O stage. With the idea of ​​selling clues to do car e-commerce, consumer experience for consumers and the traditional way of car purchase is no significant difference in the actual price of the control is still in the hands of car dealers, consumers still after the online shopping 4S shop Wits Fight brave Kanjia.

B2C vehicle e-commerce platform model: a price + commission in accordance with sales

Typical representative: easy car market

July 7 formally launched the easy car mall to "make it easier to buy a car" for the purpose of the user to implement a price strategy, eliminating the price opaque and bargain brought trouble. For manufacturers and dealers, E-car Mall aims at sales volume and cooperates with manufacturers in depth to sell vehicles with flexible online sales solutions such as underwriting, easy-to-order, brand direct sales and pre-sale of new cars, Its exclusive advantage and one-stop price, well solve the above two major problems. First, it is the reserve price, no need to bargain again with the 4S shop; Second, according to the proportion of the actual sales extraction commission, car dealers get the actual sales rather than sales leads. It is learned that the car will also be easy for all models in the sale of vehicles to provide financial loans or financing leasing car solutions. The future will be introduced Yan Bao, the original boutique and other service portfolio. These car services will undoubtedly make the car experience more convenient.

In addition, another easy car Mall is worth noting the introduction of a customized version of easy-car Hippocampus M3 car. The entire subscription and purchase process includes five aspects: the user online booking, payment of deposit, manufacturers organize production, logistics start, the final user to complete the payment in the 4S shop and to mention the car. This order-based production model is a breakthrough attempt by E-cars to work with manufacturers in the field of E-commerce to meet the individual needs of users in the process of car purchase. The traditional car business involved in the automotive industry, the entire process is only occurred in the end of the sales process, and easy car this time hand in hand with manufacturers to do "custom", the tentacles stretched to the more front-end production processes, this depth of involvement of the entire industry With forward-looking meaning.

C2B mode: consumers are the masters, the dealer bidding

Typical representative: Huizhou car

At present, the biggest problem of car electricity supplier is that consumers are in a subordinate position and subject to others. This is related to China's specific car sales policy system. In China, car brands have a guide price for car models, but the actual price is dispersed car dealers across the country large and small. They are nominally following the car manufacturer's guide price (openly violated, punishable), but actually enforce different actual prices (markdowns or markdowns). Coupled with geographical differences, the price of a car in different regions may vary widely. It is this asymmetry of information that puts consumers at a disadvantage. 4S shop a family to see the car, bargain, broken mouth running broken legs, nor will be able to get a real low price. Traditional car e-commerce, consumer online shopping, you still need to go offline, bargain, which did not change the nature of the traditional car sales, and returned to the consumer life cycle under the control of others.

Easy car car platform to buy benefits, the opposite, with a new C2B model, out of a new road car business. From the purchase process point of view, consumers through the Web site or App end release their own car needs (brands, models, accessories, etc.) to pay 2,000 yuan deposit, 4S shop will compete for bidding, consumers can be obtained by comparison The model's reserve price, with the generated car vouchers can be completed at the dealer follow-up transactions. At the same time, only when the consumer approved the reserve price, decided to go to the designated 4S shop to buy a car, sales consultants will be able to get in touch with each other, eliminating the user's personal information exposed to a number of 4S shop issues. Under the e-commerce model of Buying a Car, everything revolves around the consumers and everything is done by the consumers. It eliminates the information asymmetry and solves the pain points consumers are relatively disadvantaged in front of dealers.

Relative 3C, books and other electricity providers, car electricity suppliers subject to policy, logistics, payment, O2O, and so on, is obviously unrealistic. However, with the all-forces exploration, efforts and breakthroughs in the field of automobile e-commerce, the forces of various parties are also gradually approaching the essence of automobile e-commerce. Now it is impossible to determine which model can eventually win, but the goal has always been clear: 1, the user-centric reconstruction of the car sales system; 2, to get rid of asymmetric information to help users find their car models, get the lowest Price; 3, from the election car, bargaining to mention car or even car loans are done online. Eventually able to meet the individual needs of consumers, can be completed quickly and costly car service e-commerce model will really win.