Car O2O model accepted or challenged 4S shop mode of operation

Absrtact: With the advent of the internet era, as a new development trend, automobile electric power industry is showing great vitality. April 15, the vertical car website Auto held 415 car Buying festival immediately, in Shandong, Guangdong, Jiangsu Three provinces conducted a deep test water

With the advent of the internet era, as a new development trend, automobile electric power industry is showing great vitality.

April 15, the vertical car website auto held a "4 15 immediately car purchase Day", in Shandong, Guangdong, Jiangsu Three provinces conducted a deep test water. After that, Auto said, Auto's electric platform will be a permanent presence.

"Daily economic news" reporter noted that in the past two years, the rapid development of car dealers attracted various capital entry. such as the introduction of the car to enjoy the network on behalf of the car enterprise-led electricity business revolution officially began. In addition, to auto, easy Car Network for the representative of the car vertical web site, as well as the cat, Suning easy to buy as the representative of the Third-party platform also for the automotive electric operators to provide a number of development paths.

But because of the particularity of the automobile, the automobile electric dealer cannot realize the whole transaction on the line, now from the above three kinds of representative websites, the automobile electric business is still to O2O (line on the offline) mode. There is a point of view, the emergence of car dealers will promote the existing Entity dealer network function changes, as consumers choose cars, car, orders and other acts of online, the future 4S store function or will further tilt to the aftermarket.

O2O Model Accepted

The rise of the new generation of consumers, such as "Gen-a" and "the next", has provided a good opportunity for the development of automobile dealers. Previous surveys have shown that this part of the crowd in the shopping when the main characteristics of the network is highly dependent, they are not only good at online inquiries and parity, more accustomed to rely on online payment to complete the entire transaction.

However, it is worth noting that, unlike other FMCG products, automobiles belong to large consumer goods, consumers in the determination to buy models, but also need to go to the physical distribution shop to further experience, such as test drive, to feel the real products, services, in order to finally complete the transaction. This attribute determines that it is difficult for a car dealer to complete all the trading processes online.

At present, the automobile electric business is launched in O2O mode. The so-called "O2O mode", will be offline business opportunities with the Internet to combine the sales model. Cat, Su Ning's specific car purchase process as an example: online or telephone consultation booking test Drive, on-line confirmation model, take the new car and pay, order generation, receive the Verification code text message, the buyer by virtue of short message authentication code to 4S shop pick-up car, and finally online confirmation and evaluation.

At the end of 2013, "China Automotive Electric Business Development Research Report", Jia Road car consulting company for domestic automotive experts and high-level survey, the results show that more than 90% of the industry bullish O2O mode, more than 10% of enterprises have started through O2O model for car network sales.

Compared with the O2O trading model has been widely recognized, how to improve the online clues to the purchase of the conversion rate, and how to maintain the customer's viscosity of the electrical business has become a new topic. At present, a number of automotive electrical business channels are seeking their own solutions to dredge the future development of automotive electrical business Road.

It is understood that in order to achieve the line on-line seamless docking, auto specifically for the automotive Business Research and development of a platform system, and in the April 15 car purchase section put into use. Suning easy to buy in increasing customer stickiness, also intends to "move" through the industrial chain to crack.

In addition, the car network tries to solve this problem with the "value enhancement theory". Car network operation Executive Wu Yue to this explanation, "such as a car owner through our platform to buy cars, maintenance, maintenance, then in the future of second-hand cars trading links, we can think of car owners and the ' next ' to provide the entire vehicle life cycle of use, so that the transaction more transparent." This model has been widely accepted by consumers abroad. ”

4S Shop will change the center of gravity

"With the continuous development of automotive electrical business, the traditional 4S store function will change, front-end promotion and bargaining function will be weakened, and more to the after-sales service aspect." "Auto industry analyst Zhang to reporters, because in the process of online shopping, consumers choose cars and product pricing and other links have been completed online, so the future of the 4S store will be more focus on car pick-up and after-sales service and so on." For 4S stores, how to enhance their own after-sales service capacity will become increasingly important.

Guang Hui Auto Group related people to the daily economic news reporter said that the group in the new car sales, most models are in the profit margins, and even some models are already loss sales, and after-sale business in the past two years, the growth rate of more than 30%. However, because the premise of improving the after-sale profit is to increase the amount of customer retention, therefore, this still requires 4S stores to spend a lot of manpower, material resources to maintain pre-sales promotion and sales functions. At present, 4S stores need to solve the problem is, how to not improve the pre-sale of human costs at the same time, but also to bring customers after the sale.

In his view, the electric business in the development, should set up more different from the 4S shop mode of consumer contact point, increase the conversion rate of online sales, so that 4S stores focus on after-sale business, and the competition between dealers will also be transformed into marketing competitiveness, such as customers in the online booking repair and maintenance, 4S shop in advance to repair the work station and related parts.

In addition, the car-sharing platform Operations Executive Wu Yue also pointed out to reporters, through the online consumer purchase preferences to grasp and judge, manufacturers can not only be targeted to carry out new car research and development and car improvement, but also according to the demands of different regional distributors, to provide customized services for vehicles, sales of distributors to enhance the positive role.

The development route of automobile electric dealer

China E-commerce Research Center monitoring data show that in 2013, China's online retail market transaction size reached 1.8851 trillion yuan, an increase of 42.8%. The number of domestic companies, Consumer-to-consumer and other electronic business models, has reached 29,303, up 17.8% from last year and is expected to reach 34,314 by 2014.

In the electric business platform rankings, the first place is still the day Cat Mall, accounting for 50.1%, Beijing East ranked second, accounting for 22.4%; In the third place is suning easy to buy, accounting for 4.9%.

The rapid development of internet shopping has created a better background for automobile electric dealers. China's network of car buyers from 2010 onwards, the 2011 rapid warming, in the last year, "Double 11" to reach the climax.

At present, a variety of capital including traditional electric business platform, automobile vertical website, automobile production Enterprise and distributor are involved in this field. The automobile electric business has evolved from the initial single network platform to the pattern of multi-force melee, and the definition of the automobile electric power supplier has changed in the course of evolution.

The first stage: Automobile electric business innovation Marketing Way

June 14, 2010 ~7 16th, Tencent Pat NET and Geely car jointly held the "auspicious panda 1 yuan snapped up" activities, test water automotive industry e-commerce. As of July 18, the number of participants was as high as 1.232 million, dramatically refreshing the number of participants in the car Network marketing campaign.

Geely Panda and Tencent clap the joint, verify the new marketing model for automotive products have the same operability, through Tencent Pat this platform marketing, can let more automotive product information into people's vision in time, so as to achieve fast-paced marketing services.

The second stage: the introduction of Third-party platform to automobile manufacturers

2011, the day Cat Mall in the car product sales to take shape, the volume in the year about 2000, 2012 turnover of more than 10,000 vehicles, 2013 in 50,000 cars around. At present, the company has more than 10 car manufacturers, representing enterprises in Shanghai GM, Dongfeng Peugeot, Dongfeng Citroen, Geely Global Eagle, Jianghuai Yue Yue, BYD and so on.

The cat's profit model is to provide a trading platform, to attract manufacturers and distributors opened shop, charging annual fees and service fees (car industry sales of new cars or used cars, the opening of the flagship store to open the annual fee of 700,000 yuan, the franchise store for 300,000 yuan, the store is 60,000 yuan. New car sales do not charge a commission, auto parts and beauty charge 2%.

The third stage: Vertical Web site into the electric business platform

In the 2013, with the rapid development of automobile electric dealer, auto vertical website also began to cut into this field, which mainly represented as auto, easy Car network and so on. This platform culminated in last year's 11 crazy car-buying festival. Take auto as an example, last year, "Double 11" final sales of nearly 15,000 vehicles, the total transaction amount of more than 2.2 billion yuan.

This type of electric dealer's profit model to the rich car information to attract traffic, through the shop form for distributors to provide sales leads, charge shop fees. The advantage of the platform is that the vertical domain media properties, targeted, relatively large flow, can better attract effective potential customers; The disadvantage is, do not sell cars directly, lack of control of sales leads.

Phase IV: The online trading model is now

November 2013, Suning easy to buy car channel last November officially launched, initially covering the Toyota Camry, Volvo, Ssangyong, Barbos, such as more than 10 brands of models, the first day of sales of 14 vehicles. In the "Double 11" shopping Festival 4 days time, sales of 130 vehicles cars.

From the trading process, suning and the cat, auto the difference is not small, car model for: online or telephone consultation booking test Drive, on-line confirmation model, take the new car and pay, order generation, receive the Verification code text message, the buyer with the text message verification code to 4S shop to carry the car, and finally online confirmation and evaluation.

Stage Fifth: Self-built electric business platform for vehicle Enterprises

In the context of the power of all parties to compete against the Internet, the whole car enterprises also sounded the Horn of the march. March 28 This year, the car to enjoy the network officially online.

From the purchase process, the car enjoy the platform and the third party platform is basically similar, the difference is that consumers can also register to become a member of the car after purchase, through the "car to enjoy sinks" (Car share is SAIC's entire vehicle brand Club Member Alliance cooperation carrier) feedback with car experience, delivery car demand, In order to achieve real line on-line down closed loop. In addition, although the car network is built by SAIC's own platform, but it is an open platform, allowing a large number of car dealers, including the SAIC outside the Distributor.