Easy Car CEO Li Bin: The price is transparent is the main problem of automobile electric business

2014 Automobile Electric Business Double 11 war is imminent, the automobile electricity merchant again becomes the hot topic. A series of reflective questioning is also gradually appearing in the market-what is a real car dealer? What is the main problem that the automobile electric dealer wants to solve? Easy Car Chairman and CEO Li bin recently in different occasions to publish their views on the development of China's automotive electric business, the above issues are interpreted and analyzed.

Buying a car for the whole is not the primary requirement of the user

There is a big misunderstanding in the field of automobile electric business--"buy the whole car", must pay all the money on line to calculate the automobile electricity quotient. In fact, the whole money to buy a car is not the user's most concerned about the problem, nor is it really bothering users and urgent need to solve the problem, not even a real problem.

Consumers need to pay a deposit online. Micro-letter, Alipay and a variety of net silver payments, almost all of the means of payment we support, but the easy car will not deliberately require users to give the entire paragraph to us. The whole payment may be the demand of a certain electric dealer, but it is definitely not the demand of the users. I don't think it's realistic to take the car dealer's narrow view of "driving home on the internet."

On the issue of payment, easy cars have long-term planning, but whether the whole paragraph is not our focus. We will not require users to give us the car, and then we pay the manufacturer. We look at the car electric dealers are more direct, is not the real car electric dealer, to see the site and distributors, manufacturers between the settlement is not a transaction charge.

The most important problem for automobile electric dealers is price transparency

What is a real car dealer? If a user makes a deposit on the Internet, we can do it in 2000, and if it's just an online collection, we can do it in 2004. These have not touched the core of the problem, can not become the automobile electric power business judgment standard.

To define what is the real car electric dealer, must return to the essence of the car electric, back to the user needs, see the user's pain point can be an effective breakthrough to see whether the user through the car dealers have been better service. What is the most painful thing for a user to buy a car? Car prices and worries about buying expensive tongue-tied, the so-called price transparency problem. Easy to launch the app "Auto Quote encyclopedia" for a long time in the automotive application download list, behind this is the user's strong demand for price transparency.

Solving the problem of price transparency is more difficult than everyone thinks. Even the manufacturers don't know what the price of the car is today. The inventory of the car to the dealer side, logically speaking, is the distributor, the manufacturers can not control. The Distributor has its own KPI every month, it will control the price of the ups and downs to carry out sales management. The final result is that this car and the next car price is not the same, inventory is not the same price.

How to solve the price opacity of the pain point? It is necessary to rely on the internet to make the price of the car transparent, forcing a floor. For more than 10 years, one of the things that easy cars have been doing is telling consumers how much the car is. This year we launched two of the normal electric business platform "Yi Che-hui car" (www.huimaiche.com) and "Easy Car Mall" (www.yichemall.com), the two products are based on the price to achieve user pain point breakthrough. In the easy to buy car platform, the user submitted vehicle demand, dealers to bid, the user through comparison to get the price of the model to carry out the transaction. And in the easy Car Mall, we through the exclusive mode of cooperation, the implementation of a national price, directly for the user to determine the price, exempted from the inquiry and tongue-tied pain.

It is necessary to return to the essence of the service, to fully stand in the user's point of view, the user needs as the core, in order to find the user pain point to achieve breakthroughs. Price opacity is a representative of the user pain point, I think this is the main problem that the car electrical business to solve.

What is the real car electric dealer

From the B-side, for the automotive manufacturers and distributors, the essence of the car is based on the internet to achieve lower sales costs, higher operating efficiency, service products, more innovative form of production organization and business model. For the automobile electric business service provider, its network business is not the true electric quotient mode core standard only one--is not the transaction charge. From the C-terminal, for the vast number of car users, the essence of the car electric business means more personalized products, more transparent prices, more standardized services, more convenient purchase and consumption patterns, and a better quality user experience.

Just like an easy car, such as automotive electrical business service providers, only the combination of the above enterprises and users at both ends of the real demand for automotive electrical business, can find a correct way to develop the automobile electric business, in order to create a real market demand for the automotive electric business model.

From this, it seems that the whole online payment car, is not a car business development of the core demands of the car, but not the user to enjoy the benefits of the car, therefore, it has never been the essence of automotive electricity. Blindly to pay the entire online payment to flaunt the practice of car real electric, is not a very mature, very rational cognition, the result is not their own misguided, is to lead others astray.