Geely Auto's global Eagle flagship store opens online

Absrtact: April 7, Geely Auto's "Global Eagle flagship store" opened online. Today, consumers through Taobao Mall to buy Geely specially for the network of the two-color version of the panda car.

April 7, Geely Auto's "Global Eagle flagship store" opened online. Today, consumers through Taobao Mall to buy Geely specially for the network of the two-color version of the panda car.

In fact, Taobao's plan to open a shop was Geely released the wind at the end of last year, the earliest opening date was December 28 last year, when Liu Jinliang, vice president of Geely, said in an interview with the first financial daily that he would delay to the Spring Festival, but the preparatory work continued after the Spring Festival, when the shop opened a cloud of doubts.

April 8, Liu Jinliang in an exclusive interview with this newspaper, said that in the 4-month preparatory period, mainly to solve the model production, dealer network selection and training, process sorting and reengineering and financial means of payment preparation. As a network sales price of 59800 yuan of commodities, and other Taobao mall sale of goods is different, Geely car must find a line to buy and online consumption perfect combination point, can not disregard the existing car purchase mode, also can not ignore the consumer habits of netizens.

In several jobs, the most important thing is to prepare a special version of the model-Two-color panda. The two-color panda is available on the online flagship store, with only one matching option, blue and white. "In order to achieve ' two-color ', we added more than just a process, our cars were hundreds of thousands of land into the paint shop, and now we have to do one car to meet different needs." ”

In addition to product preparation, in the channel, Geely has also made adjustments for network sales. Considering that a lot of online users will choose and then to select the car under the line, to this end, Geely for the dealer a round of screening, "a city has a lot of dealers, three, four, we have to prepare channels, select some of the more prominent distributors to carry out the task of network sales." ”

In addition, the means of payment and credit products is also the key to tackling the network sales. In Geely's ultimate network flagship store, customers can use three means of payment, including online payment of deposits, and then to the physical store to pay the balance; network installment;

In order to realize the latter two service items, Geely and the bank launched a large-scale negotiations, although wide net, but eventually only with China Merchants Bank, Societe Generale to achieve cooperation. Liu Jinliang says other financial institutions are also talking.

Hidden challenges

In fact, Geely is not the first Taobao mall on the opening of the flagship store business, Zhejiang and Prudential Automobile Co., Ltd. (hereinafter called "Zhejiang and Prudential") has been preemptive step into the Taobao mall opened stores, the difference is the former for the whole car depot, the latter for the Distributor.

Zhejiang and Prudential in the near future of its 6 major brands moved to Taobao Mall, including BMW, Audi, Volvo, FAW Toyota, Dongfeng Nissan and Beijing Hyundai, the sale of models far more than Geely one, reached 15 kinds. NET friend only needs to pay 5000 yuan ~10000 yuan unequal deposit can be photographed, the remaining part will be in the 4S Dealer's entity shop to complete. However, from the sales of several major brands look, very not to the force, so far no one sold.

As for the uncertainty of online sales, Liu Jinliang said: "There is no target for online sales, because it is a novelty and a complete innovation." ”

In fact, the difficulties of network sales from Geely's first "involved in the net" has been highlighted. So far, Taobao flagship store, users feedback is most of the delivery is too slow. December 22 last year, Geely in Taobao on a network of limited-time snapped up, 300 panda 1 minutes sold out. But the next process is the real test, many netizens reflected in the early February only to mention the car. And in December 31 to participate in Taobao Geely Panda sedan 1 yuan seconds to kill activities of netizens, April 8 to realize the car lift. The delivery cycle of online shopping is basically over 3 months.

From Pat to delivery, the long waiting time has become the network consumption experience hidden trouble. "Just like the speed of a train, for example, we take an order, how to flow to the factory, how to increase the efficiency of the factory after the order, now with the normal order process, as the amount of less, future orders, we specialize in organizing teams to deal with these orders, the factory will find ways to improve the process, improve production capacity and speed Liu Jinliang said that the next single to lift the time will be shortened to 10 days ~15 days, at the same time, logistics costs will be borne by Geely.

Only expensive?

In addition to process optimization, there are many challenges to network sales. One of them is from distribution to direct sales, how to maintain the two systems in terms of price stability. Because the network sales reduce the intermediate link, at the same time by the manufacturers directly facing consumers, so compared to the dealer has a natural advantage.

Geely In addition to the introduction of dual-color Network special edition to distinguish between direct sales and distribution of two channels, at the same time because of the difference in products, there is also a completely different price system, opened the line online shop and offline entity two major versions of the Gap, online due to more configuration, than the net price of 7000 yuan.

"Net purchase of the original intention or to let netizens buy cheap and affordable products, now Geely launched the net purchase products than the ordinary version of expensive, this should be very limited to the sales pull, more is a means of publicity." "said one person engaged in online marketing.

However, Sao Liang, vice president of Geely Auto Sales, said to this newspaper: "Taobao positioning is cheap Hequi have, it is a purchase platform, can not only sell cheap, also not only sell cereals goods, also sell commodities, the network for the introduction of Two-color Panda, also can not be simple raw materials and so on cost to price pricing, It embodies the life of a group of ideas and taste of life, there is no comparability of prices. Our demand is to innovate channels, this is the idea of this year. ”

For the daring to try fresh Geely, the Internet sales trip is still very long.