Isi Vice General manager Shanhui: To create a complete marketing value chain

Easy Car Company (abbreviation: Easy car) is the New York Stock Exchange listed companies, NYSE stock code: BITA, is China's largest automotive internet companies, to provide Chinese car users with professional, rich Internet Information services, and car manufacturers and car dealers to provide effective internet marketing solutions.

Isi (EP) is the company's business, is focused on the automotive industry Network marketing and customer relationship management solutions provider.

Isi (EP) develops and operates the most advanced network marketing and customer relationship management system in China's automotive industry. Isi (EP) through the automotive products of its own leading edge products, the national 341 cities in the region to cover the advantages, as well as a wide range of cooperative media alliances for automotive manufacturers and distributors to provide the broadest and most in-depth network marketing and customer relationship management services.

The following is the video interview with Shanhui, assistant director and Vice general manager of Isi and Yi Che:

Shanhui: This piece of people should also have more understanding, I don't quite talk about this too much history, I simply said, easy car set up more than 10 years, easy car from the earliest start is to do as a car manufacturer DMS and then go to do the data company, then we go to develop dealer members, to support the then China's six major portals, To do the development of dealer business, to later set up their own easy car network to do now to do second-hand car Amoy vehicle network, as well as our new interactive and so on.

Do now actually have more than 10 years of history, our business covers the entire Internet area of the car, a wide range of business types have, but also 2010 years full listing, so far the development is still good.

Moderator: That from the development of the process, we are also gradually in the platform to do so in a direction of change, do this platform for what we are thinking, or why we try to do this.

Shanhui: Yes, in fact we understand that a lot of people understand that this easy car has a concept is easy car is easy car network, I believe that in fact, people outside the car, most of them are such an understanding, that for us, in fact, we are also happy that we are so approved, because we are also hope to promote the brand of easy Car network, But in fact for the industry, many people are familiar with the easy cars, know the easy car it not only has the network, it is not only has the media side of this business, he also has his own and other competitors are not the same place, for example, we have new interactive such agents, we have Isi such a platform, So it can be said that the easy car is a TOC end of a media, there is a platform for the Tob side, for marketing a product solution, as well as information interaction we provide agents of this service provider, so this is the entire framework of the current easy car, speaking of the platform of easy cars, more we mentioned is the platform of Isi, Through the Isi to implement the platform of the easy car.

This is the road to the development of the platform that the car is going to take mainly.

Moderator: What you said can be so understood, Isi bearing the platform of our easy to support a product, at that time is how to consider, or in Isi how do we achieve this platform strategy?

Shanhui: In fact Isi to do platform, the earliest Isi is hatched in the easy car net, we are in the easy car net to do tob end of things, because as a media, you have their own business to do, including your advertising business, your dealer's business, manufacturers have, but when we do a certain stage, That is to achieve the industry's leading level, we will also be deep thinking, we are going to develop in the next step, how to do, our ceiling in the end, if we are just advertising mode, we will soon be able to see our ceiling, from as a listed company, We don't want to get our ceilings as soon as possible, we will also be more positive, take some positive strategies to consider our future development and planning, we hope to be able to find some differentiated competitive strategy, at that time, considering that we have been providing for distributors is a car easy to access products and solutions, This is actually a lot of people in the industry, the car is more easily accessible or more understanding, he is easy car Network a very powerful marketing tool, in this industry is also in the lead situation.

Including the number of its members, is also far ahead of competitors, but also accounted for a large share of the market, even in such a situation, we still consider we have to break, where our breakthrough, we may consider two aspects of demand, on the one hand, we from the Distributor, is our customers, Their own demand point of departure, we all know that dealers in the Internet to do marketing, he wants to sell cars, now presents a trend, this trend is not exactly from the beginning of the present, there has been this trend, it will not only in a media to do the launch.

Even a media as big as the easy car network, flow is also the top of the media, according to the data we looked at the statistics, is also the case, even so there will still be customers choose other media to launch, it is actually a combination of the delivery, why would do so, we analyze, Dealers own products have a lot of similarities, in the United States may be mainly used cars, the difference between each car and each car is very big, and China's car as a product, he is a homogeneous product, is a new car business, mainly to do new cars, so it is homogeneous products, products and products compete with each other, Needs some difference.

For example, in the easy to launch online, why users will buy from me, because our service is standard, the product is standard, why come to me to buy, but do not go to the competitor to buy there, so he may consider some media launch, some combination, through some other channels, can look for marketing differentiation, And for us, we also found that, dealers will choose multiple media for delivery, and it chooses multiple media to launch, and will bring new problems, as a distributor, he has to manage N multiple media accounts backstage, and then to do marketing work.

And we all know that the marketing department, 4S shop marketing staff is also limited, they do not only do online maketing they have some offline activities to do, some local auto show and activities to do, so we consider to make the dealer more convenient use of this platform, he can play a platform of advantage, Be able to combine these applications, we can let the distributor in unified Platform Unified account down completely such marketing work.

So this is the first thing that brings us to the platform, the second demand comes from the media itself, because we are easy to do the media itself, we easy car network is also the media, when we do our own, we improve the region's service team, sales team, customer team, editorial team, a lot of people, There are a lot of cities all over the country with our office staff, such a situation, for all media, if you want to do dealer business, or you are not even car media, you may be a certain mobile internet media.

Or you are a supplier of a precise marketing tool, you are not likely to shop around the country so many people, to raise sales force, service team, because the automotive industry has its own characteristics, his localization is very strong, 4S shop is only serving the surrounding users, all over China's large and medium-sized cities, The first line has now sunk to the three-wire four lines These characteristics determine you want to serve good dealers, let him do marketing, then you are bound to be able to provide regional services, which for the media, economically rational, it is irrational, not very cost-effective, so for us, We want to be able to build such a platform, because we have such a regional service team, the ability to service, we can help the media to cash its flow value, its media marketing capabilities to provide to our current customers, that is, our car easy access to customers, it is not only easy car network vehicles easy access to customers, Also our partner media customers.

This is the second requirement for us to do this platform, and these two are the original intention of our platform.

Moderator: In fact, it can be said that the implementation of the platform, is to use Isi us this platform to carry on, carries the vehicle to be able to pass the product, in fact in this process, you feel Isi superiority or in possibly similar automobile media, also may have the similar product, the Isi superiority or is from the competitor's angle, What are some good aspects of what we can do to gain the trust of dealers in the market?

Shanhui: Yes, in fact, this morning with the U.S. counterparts in the exchange, also asked me this question, said Isi competitor is who, I can say so, Isi at present in China, and it is not the same as the model, because after all, we are the demand for a differentiated strategy, indeed not with his model is the same, is not a direct competitor , the other question that you have just now is to say our advantage is where, why let us come and go to do this Isi platform, others can also do.

At least for the present few years, we haven't found anyone doing it, I analyze maybe we have several advantages, the first advantage may lie in our technical advantages, our technology accumulation in fact from the earliest just I talk about the history of the car, mentioned that we first to the manufacturers to do DMS start, we have been doing software supplier role and service products, In the process, in fact, accumulated a lot of technology, in recent years, various forms of the Internet have been new, and then we along with the development of the Internet, but also in the accumulation of their own technology, we can say that our technology is not only to do a media, to do a car network, because our competitors are doing a lot of media, So our technology is not to do site technology, we have a large number of industry to do the solution technology, which is the technical advantage, I think is our first advantage.

2nd, I think we have just talked about the regional service team, is our important advantage, after all, to build such a, we have in more than 140 cities have our branch office staff, to be able to provide customers with a weekly service for distributors, because the platform of the products, not only the car easy access products, There are other partners of the product, are going to let the dealer to use it, then can let it get the benefit, so unavoidably must often with the dealer does the exchange to do the training, the dealer in the use process, discovers the data does not have done well, how to help the dealer guidance, to do the revision, these work is needs the human to do, the person completes, This may also be a hard dirty, not all media or industry breeders are willing to do, like playing basketball, rebounding is a dirty live dirty, but it is very important, so this is our second advantage, we have already ready-made areas of the team.

I think the third advantage that has to be mentioned is that as an easy car network this media, after all, the influence in this industry is the leading car media, so we do this seems to be logical, because we already have a lot of customer resources, they are also enjoying the value of our media, to bring them marketing benefits.

So we do this thing I think is a little more persuasive, instead of an empty platform, like Apple's, if I only do a platform, no iphone, no phone, only one platform is not, I understand our own products and services, including the accumulation of prior technology, our regional team, In fact, we are doing this mobile phone, so we have their own advantages, you can do this platform.

Moderator: In fact, it is all the Internet as long as the car industry or the automotive media, as long as interested in or want to engage in this field, we Isi can provide him with this service?

Shanhui: Yes.

Moderator: In fact, it is from the integration of words, in fact, this year the big talk is a large data, in fact, Isi this platform is also carrying a large number of data, we this product in the data on what some good advantages?

Shanhui: Yes, you just mentioned that the keyword is integration, I think the integration for Isi is very important for the dealer is also very important, I just said in the previous example, the dealer has more than one account, I now let you become an account, in fact, it is not simple such a mathematical completion, said you become an account is simple , in fact, we build in the Isi platform is a complete marketing value chain, in the middle this paragraph is a media marketing tool, but at both ends of the chain of the chain upstream and downstream, we have some basic products, to support, in the upstream said I before marketing, dealers are bound to do a lot of preparation work.

We have, for example, the product of building a station, to help dealers build a website, you do not need any additional input before advertising, said you have to spend money, and then do the site, our platform to help you automatically generate a website, because we do the automotive industry, we are familiar with the car site how to do, to help each dealer to do the site, At the same time we help him to do CMS, content management, you go to manage your model database, because our model database, is also the industry more advanced, we can help customers to do these things, and do not need customers to do their own hand to complete.

Moderator: This is what we have in the background platform has been integrated it needs of these things, and then through our platform, he wants to launch a number of sites and media, it can be through this platform, from the beginning to the end, the entire industry chain has been complete

Shanhui: Yes, the upstream part of what I said just now, it also has a downstream section, I do marketing, how to do, because now a large number of media marketing tools, including the car is easy to pass, the past is how to do, you finish marketing, may collect a lot of sales leads, you will sell clues how to do, Many 4S shops directly print it out or export to guide in Excel, and then manually to track records, this is actually as N media, management is a waste of time, and then it is not scientific enough, you from different media to the sales leads are duplicated.

How are you going to compare? We actually in this back-end, chain back-end inside, we also do the LMS, we call Business Center, is also a customer relationship management system, can help customers to all of its marketing sources, collected from the sales leads into our business center, do tracking and management.

Actually what we're going to do is a sales funnel management work that we can help customers manage the entire sales process, is to do the Internet is only a part of the customer to the store after the first said he did not go to the shop, he went to the store, is not the last and you have many times of contact, after you contact, is a deal or defeated, The 4S store also says that you need to be more transparent in your management and that managers need to be able to understand the data and information clearly.

At the same time, because we are docking multiple platforms with multiple tools, you can see in the end which marketing tool has brought me better results, which is also convenient for me to decide whether to use what kind of marketing mix, put portfolio to complete my marketing work, so it can also do the evaluation of the effect, using such data, At the same time for the entire sale of the store transformation, can also have a check.

Moderator: This piece of the line, is that we screened him, like you said the funnel, equal to put unused, and then the remaining of these potentially very likely to purchase the intention of relatively large to do some corresponding tracking. We're on the line, breaking through this place.

Shanhui: Yes, and because of the development of the Internet, not only affect the individual users, but also affect the enterprise users, we do in the tracking of sales leads to the transformation process, in fact, we have some based on the ipad, based on tablet products, to provide 4S store sales consultants, such as you as a 4S store sales consultant, You're a guy with an ipad. You go to the store's customers, from the customer to the shop to see the car, in this perspective, it can go to some show cars.

But some cars, after all, such as the color collocation is not complete, or the wheel needs other styles of wheels, can be done through the ipad to do some real car display and actual display, and then change some colors and wheels, do 360 degrees of display, this can be done through the ipad, but also enhanced some technical sense, including customers said to test drive, I can also do the signing of the test drive agreement on the ipad.

Including the trial ride, in addition to the test drive agreement is clear, there is a trial ride, because it's possible to go to the 4S shop to look at the husband and wife two people may be in front of the car, may be a wife, wife sitting there can not be nothing to do, he can take the ipad to see what information, the ipad everyone knows that there is a gyroscope, can detect gravity sensors, You get the ipad can see the driving process, road traffic bumps Index, see this car shock absorber good, these are we provide to the dealer some products and solutions, let him throughout the sales process, can have better process management.

For customers, can have a better car experience, so as long as the dealer needs, in the entire sales process we will provide, this is what we have just talked about, marketing in the store is also the process of marketing, so you can not say that the chain is terminated, for Isi, we provide a complete marketing chain.

Moderator: The easy car is not just a media you see?

Shanhui: Yes.

Moderator: In fact, the whole car or car network media for this piece, to provide a lot of promotional role or the positive aspects of the industry.