Difficult to change the traditional channels of auto suppliers by manufacturers restrictions

Since 2010, Mercedes-Benz Tmall poly launched platform "smart spike" campaign, the Chinese auto business has gone through 4 years. By the early Geely and other auto makers to set up online flagship store, to November 2013 dealers large group on-line huge auto electronics mall, auto e-commerce development has entered a new era.

However, as Li Hongbo, the general manager of the marketing department of the huge group, said, the current auto supplier is still difficult to promote. The experiential-based commodity car mainly relies on the physical store. The auto supplier is a useful supplement to the 4S store. Bright future.

At present, media such as Car House and E-Car join the car e-commerce business, and they only play a role of gathering passengers. They can not really realize the whole process of "online car selection, order payment, and then wait at home for express delivery" E-commerce. Li Hongbo believes that the current distance from the real car business is still some distance.

With the future cost of car sales increase, car unprofitable, car e-commerce will not replace the 4S shop selling car features? Dongfeng Liuchai popular car Beijing area Luo Luo Kong Kong, director of marketing believes that auto companies to maximize the success of the car business, but manufacturers will not sit back and relax on the platform to sell cars at low prices, after all, is related to the brand reputation Degree and market order.

In addition, the current Tesla online sales experience O2O mode will subvert the traditional car marketing model? An IT industry analysts believe that the Internet transformation of home appliances, mobile phones and other industries only to transform the relevant industry channels, millet phone is actually selling channels. But the auto industry is not the same, the car's channel construction is very mature, dealers are also very strong, Internet companies simply can not shake it.

Dealers can do big car electricity supplier

This year not only all kinds of car sites have increased the investment of car e-commerce to SAIC, Dongfeng represented by the vehicle and parts manufacturers also began the substantive construction and operation of e-commerce, SAIC car online, Dongfeng said to build their own e-commerce platform, while third-party platform based on a variety of car e-commerce is also springing up.

Currently, car e-commerce is broadly divided into five categories: one is the giants that have massive traffic and rich experience in e-commerce transactions, such as Tmall and Jingdong; the second is the car home and easy car that have accumulated in the industry chain for many years with huge Users of the vertical site; third is owned by the vehicle resources and prices of manufacturers self-built e-commerce platform, such as SAIC cars enjoy the network; Fourth, the dealer group self-built car e-commerce platform, such as a huge group to engage in a large car E-mall; five is to Tesla this online sales experience offline car electricity supplier O2O mode.

Who will become the mainstream of car electricity supplier in the future? Some analysts believe that, just as the growth process of Jingdong Mall, the future can really big car e-commerce platform must meet four conditions: First, have rich experience in car sales and teams, and second, e-commerce platform has a large number of automotive products Third, focus on the development of automotive e-commerce, to do the determination of physical stores to do business, four is to have a line of after-sales service network.

Currently, barely meet these four conditions only dealer group, but the dealers have the courage to auto dealers and 4S shop sales channels "about each stroke" it? Li Hongbo said that at present the huge group of e-commerce business is only a useful addition to the 4S shop. In the future, as car dealers make changes to the mass consumption habits, when the car stores are unprofitable, the auto supplier is definitely one of our strategic directions .

Car dealers hard to subvert the existing channels

From the late 90s of last century so far, car sales (especially passenger car sales) generally experienced factory direct sales, the compound sales (automotive market), 4S shop sales in three stages. With the development of e-commerce, car e-commerce has also begun to flourish, but the current car e-commerce still relies heavily on the "physical store" with a small share of sales.

Taking the huge group as an example, as of December 31, 2012, there are 1,429 marketing outlets in 28 provinces, autonomous regions and Mongolia in China, including 1,153 car shops (including 754 4S shops), various types of vehicles Market 276. Selling cars, construction machinery brands nearly 100 species. In 2012, the Group sold 450,000 vehicles of various types and achieved sales revenue of 57.8 billion yuan.

Data show that as of July 13, the huge auto electronics store a total of 921 total number of stores, the total number of goods 74814, the total number of orders 6387, the total order amount is only 147,119,396.64, auto e-commerce sales in 2012 less than half the sales of 2.8 %.

Luo hole told reporters that 60% -70% of the popular car sales from the network clues to collect, simply from the sales of e-commerce platform is very small, there are also engaged in some sites engage in spike activities to win the brand exposure.

Li Hongbo is full of hope for the future of auto electricity supplier. "At present, the future of car electricity supplier can not be seen because consumers buy a new car and have not fully believed in the network. Once such a psychological barrier is broken through and the Internet is fully realized, Setting the car's e-commerce process is promising. "

Luo hole that the current development of auto e-commerce has several difficulties: First, the existing channel construction has been perfect, once the damage to the majority of car dealers interests of dealers, dealers and manufacturers will certainly be boycotted, Manufacturers will not sit back and take their car out of control of the car; the second is fully suitable for a strong e-commerce brand, the future is the best car e-commerce to do some of the more powerful brands, because consumers are assured of such brands, High loyalty, consumers are willing to order directly on the Internet to buy, while the weak brand or offline 4S shop + e-commerce platform model exists.