Easy car network or difficult to subvert traditional channels

Absrtact: Since 2010, Mercedes-Benz in the days of the cat's cost-effective platform to launch a smart second kill activity, China's auto electric dealers have been through 4 years. By early Geely and other auto manufacturers to open the online flagship store, to November 2013 dealers Large group of independent online giant car Electronics mall,

Since 2010 Mercedes-Benz launched the "Smart Second Kill" campaign on the day cat's platform, China's auto dealers have gone through 4 years. By the early Geely and other auto manufacturers to open the online flagship store, to November 2013 dealers Large group of independent online large-scale automotive electronics mall, the development of automotive electrical business into a new era.

However, as the huge group marketing department general manager Li Hongbo said, the current car electric business is still relatively difficult to promote, to experience the main commodity car or mainly rely on physical stores, car electric dealer is a 4S store beneficial supplement, but the bright future.

At present, such as auto, easy car network, such as the media to join the automotive industry, more just play to set the role of the guests, and can not really realize the "online selection of cars, the next single payment, and then at home waiting to express door-to-door" the whole process of electronic business. Li Hongbo that the current distance from the real car dealers still a distance.

With the future cost of car sales and the unprofitable sale of cars, the auto electric chamber will not replace the 4S shop to sell the entire vehicle function? Dongfeng Liu Steam Popular car Beijing marketing director Roscon that the car companies to the auto dealers big happy to see it, but manufacturers will not sit idly by the electric platform to sell cars at too low a price, which is related to brand reputation and market order.

In addition, the current Tesla cable on the sales line experience O2O mode will subvert the traditional car marketing mode? An IT industry analyst believes that the Internet to transform the home appliances, mobile phones and other industries have only changed the relevant industry channels, millet mobile phone [Weibo] is actually selling channels. But the automobile industry is not the same, the car's channel construction is very mature, the dealer is also very strong, the Internet enterprise is impossible to shake.

Dealers can enlarge automobile electric business

This year not only all kinds of automobile websites have increased the investment of automobile electric business, to SAIC, Dongfeng as the representative of the whole vehicle and parts manufacturers have also begun the substantial construction and operation of the electric business, SAIC Group (16.00,0.00,0.00%) of the car to enjoy online line, Dongfeng is said to be built from the electric platform, At the same time, the Third-party platform based on a variety of automotive electric dealers are springing up.

At present, the automobile electric dealer roughly divides into five kinds, one is has the massive flow and the rich electric trader trading experience giant, such as the cat, Jing-dong, and the second is auto and easy car such as in the industrial chain accumulation for many years, with a huge user base of the vertical web site; Third, the owner of the model resources and price control of the manufacturers from the establishment of electric business platform, such as SAIC car access network Four is the dealer group Self-built automobile Electric business platform, for example the huge group engaged in the huge car electronic mall, five is to Tesla this with online sales line experience under the car electric business O2O mode.

Who will become the mainstream of automotive electric power in the future? Some analysts believe that, as the Jingdong Mall [Weibo] growth process, the future can really big car electric business platform must meet four conditions: one is to have a wealth of car sales experience and team, the second is the electric business platform has a large number of car category, three is focused on the development of automotive electrical business, to do the entity shop determination to do the electric business, Four is the own online after-sales service network.

At present, barely meet the four conditions of the only dealer group, but the dealer has the courage to let the car electric dealer and 4S shop sales channel "About mutual"? Li Hongbo said that the current large group of electric business is only a useful supplement to 4S stores, the future with the car dealers in the public consumption habits change, the physical store selling cars unprofitable, the car is definitely a strategic direction for us.

Car dealers are hard to subvert existing channels

From the end of the 90 's, the automobile sales (especially passenger car sales) has experienced the factory direct sale, the Courtyard type sale (automobile market), the 4S shop sale three stages. With the development of electronic commerce, automobile electric business has also started to flourish, but the current automobile electric dealer still relies heavily on "hypostatic shop", the proportion of sales is very small.

For example, as of December 31, 2012, 28 provinces and autonomous regions in China and Mongolia have 1429 marketing outlets, including 1153 car stores (of which 754 iphone stores) and 276 of all kinds of automobile market. Sales of automotive, construction machinery brand nearly hundred kinds. 2012, the group sold all kinds of cars 450,000 vehicles, to achieve sales revenue of 57.8 billion yuan.

Data show that, as of July 13, the vast number of car electronics shopping mall total total of 921, the total number of goods 74,814, the total number of orders for 6387, the total order amount is only 147119396.64, the sales of motor vehicles less than 2012.5 years sales of 2.8%.

Roscon told reporters that the popular car 60%-70% sales from the collection of network clues, pure from the electric platform sales of small, there are also through the site in some of the second kill activities to win brand exposure.

For the future of the automotive electric business, Li Hongbo is full of hope, "at present, the future of the car is still not clear, because consumers buy a new car has not fully believe that the network, once the breakthrough of such a psychological barrier, fully realize the online car, the electric business process is promising." ”

Roscon that there are several difficulties in the development of Automobile electric business: First, the existing channel construction has been very perfect, car dealers, once the damage to the interests of most distributors, will certainly be resisted by dealers and manufacturers, manufacturers will not sit idly by and let the car dealers out of their control; the second is that the complete electrical business is only suitable for strong brands, In the future, the best car dealers do is certainly some of the more powerful brands, because consumers for this kind of brand trust, loyalty, consumers are willing to directly purchase orders online, and the weak brand or to line 4S Shop + Electric Business Platform mode exists.