Industry Triple A co-push automobile electric business normalization

This year, more and more enterprises have joined the Army of Automobile electric dealers, whether it is the automobile enterprise, the traditional comprehensive Electric Company or the automobile media, have arranged the automobile electric business platform, has competed fiercely for the consumer who buys the line to buy a car. Looking at the current automotive electric business, can be divided into three main-door faction: To Beijing East, the cat as the representative of the traditional electric business, to SAIC-Group as the representative of the automobile manufacturers to auto, Love card cars, easy car as the representative of the vertical media car.

Among the three major types of car dealers, traditional electric dealers usually have long experience in the operation of electric operators, but only to expand the car as a new product. In this type of platform for online shopping, the number of people usually not too large, but the car is large consumption, so the match between the two is not high. And for car manufacturers, most of the internet as an online sales channel, as in line 4S shop, the professionalism is strong, but such a model is difficult to form a fixed user groups, but also lack of dissemination efforts. At present, because the automobile media is more sensitive to the future trend of the automobile, in the professional degree and industry influence relative lead, at the same time sits the accurate user resources, its transformation automobile electric power merchant is most favored by the industry.

The dispute of the true and false automobile electric business

As we all know, because of the large transaction properties of automobiles, automobile circulation regulations and the status of the interests of all parties and other factors, doomed to the car can not be as ordinary goods to achieve the traditional pure electric business model, on the authenticity of the car electric business debate has become more intense.

This year, auto put forward "the whole car" is the true electric business, and said the whole car can create a smoother transaction flow, eliminate price sensitivity, establish mutual trust. On the eve of the Double 11, its CEO Qingeo has said: Auto's main task is not to sell the number of cars, but to lead the car dealers to achieve from the accurate set of customers to deal with the historic leap. This new concept instantly attracts the attention of the industry.

However, in the case of Easy car CEO Li Bin, to pay the whole line to define the standard is a misunderstanding of the car, where the payment is not the most concerned about the user, the definition of the electricity quotient and the set of customers should be to see whether the transaction to charge. At present, the vast majority of automotive electric Shangdou is still in the concept of marketing phase, in essence, is only a set of guests, the electrical business is only a marketing stunt, and the product is mainly conventional models, and not the normal operation.

In this regard, love card car founder, CEO Zhangjingqiu also have their own understanding: "The real electric dealers need to complete the payment in the same place, logistics, the use of three links, but also for the automotive electrical business." In today's Chinese car market, this condition cannot be satisfied. At the same time, he said: In the process of choosing a car, buying a car, using a car, "pay" is not a user's pain point, the real pain point is before and after the swipe card. At present, the love card car is from the user point of view, effectively help users solve the pain before the transaction, in order to effectively shorten the decision-making process of their purchase.

It can be seen that for the authenticity of the car electric business debate, the most fundamental is the user pain point of the understanding of different. Auto is more inclined to pay this thing as a user pain point, and easy car and love card car obviously disagree with this argument, both sides believe that the current stage of user pain point before the transaction, so the first thing the car dealers to do is in the shortest possible time to facilitate the transaction.

User pain point determines the direction of exerting force

To solve the user pain point is the key to promote the development of automobile electric business. Because of the different understanding of the user pain point, and the different innate genes, it determines the direction of each spontaneous force of the three vertical web sites in the Automotive electric business field.

There's no doubt that auto focused on paying this thing, look forward to through the entire section of the car to solve the line of online docking problem, between the electric business platform and distributors, the realization of information flow and capital flow docking, with real inventory and real price, to ensure that the user's transaction efficiency and car experience. Can be seen, which auto is also spent a lot of effort, just look at the dealer binding payment system to reach the financial docking, which is already conceivable difficulty. However, the observation of its dual 11 car trading behind, the car is ultimately paid to the dealer, and issued by its purchase invoices, and car-related taxes, insurance, after-sale maintenance, etc. also still be responsible for the Distributor. From this perspective, this model and the traditional offline sales model is not fundamentally different, its commitment is still a set of guest functions.

Since the user pain point in the transaction before and after, love card car in the field of automotive electric power point naturally is not the same. Zhangjingqiu said: Over the past 12 years, love card car adhere to the "user-centered" business philosophy, for the vast number of users to build a car, choose cars, buy cars, cars, sell cars, "car life cycle" service chain, to create a user ' live-in ' car platform. Based on this layout, the Love card car wants to help users shorten the purchase decision cycle from the current 3-6 months to 1 months. At the same time, Zhangjingqiu also said: "Car electric dealer is not ' one-time ', we are far more than good car pre-sales services, for the automotive aftermarket and second-hand market services are also love Card car electric dealer layout." "It is reported that this year, the mobile end of the app" Love Car ", it is the future of the development of the electric business position of the pen.

And the easy car is more emphasis on the transaction of this matter. This year, the easy car launched with the manufacturers to cooperate with the vehicle sales of the "Easy Car Mall", cooperation with distributors to allow consumers to master the C2B mode of "Hui buy car", limited special O2O mode of "easy Cherter sell" three kinds of electric business model, never with latitude to docking manufacturers, distributors and consumers demand, Show the determination of the easy car to cut into the trade. In Li Bin's business philosophy, and vertical web site to pursue the user stickiness and active time is different, "consumers in my time the shorter the better, I provide service is to help consumers buy cars quickly." ”

In summary, although the different ways to explore the car, but it is undeniable that the current car dealers are still taking the route, with easy car words: Now in the concept of marketing phase.

It is common goal for automobile electric dealers to be normalized

At present, the car electric dealers, the vast majority of consumers are "double 11", which undoubtedly and the rise of the car electric business with the use of "double 11" Dongfeng inseparable. However, unlike ordinary electric dealers, the consumer pain point is not concentrated in a specific time period, especially for most Chinese consumers, the first car users are still the majority, the car is still just needed-based on the scene and demand, Consumers do not necessarily because one day of the year there is a price concessions in the day to concentrate on the purchase, of course, car consumption does not exist "hoarding goods" possible. However, it is believed that the behavior of the automobile electric power consumption will also follow the consumer's further understanding of their own needs and the constant standardization of the market, and gradually go to the right track, thus forming a model of the normal development of the automobile electric business.

On this issue, three car vertical website is unanimously agreed. It has built a quarterly "12-year Thanksgiving" and says it will become a regular product, as well as a mobile app for car and car segments that "love to buy Cars" and "Love Cars". The vehicles were introduced in April and July this year, respectively, to "buy cars" and "Easy Cars". and Auto launched the "Car Mall" in June this year.

Obviously, the automobile electric business has become the irreversible trend, the three big automobile vertical media relies on the huge user Foundation to occupy the opportunity, but they also have the unique superiority and the action plan on the automobile electric Business Road. But it is not a day's work to realize the normalization of the automobile electric business. First of all, need to learn more about the real needs of users, to create a more trusted by users of the car electric business platform, I believe this is not difficult for them. And how in the car, the electric business platform and distributors, to seek a long-term stable cooperation of the road, is really to achieve the basic car electricity business.