Online shopping will eventually become the main vehicle sales channel

If someone told you to buy a car online five years ago, you must think he was crazy. However, in more and more category online shopping under the tide, the car can not be immune, in this double 11, the major sites have set off a car sales boom.

Unlike other commodities, selling cars on the internet is not a patent for the electric business platform, and the traditional auto information media have also joined in, and the momentum is bigger than the electricity quotient platform. So, a portal and the electric business of the Battle of the car online shopping era opened.

Car, is not a general commodity, unit price, the use of a long time, customer experience requirements, Word-of-mouth impact, fully rely on the website platform sales is always a problem.

In the automotive online sales, Sina car has platform advantages, especially the Ali injection of micro-blog for Sina Automotive in the field of automotive electrical breakthrough to achieve the bottom of the data to get through, has a unique resource. According to statistics, over the past 3 years, 10 million users have expressed their willingness to buy cars on Weibo, 9 million have expressed their willingness to change cars, and after 5 years of accumulation, Weibo has precipitated 23 million real users with interest in automobiles. Micro-blog has completed on the automotive industry, automotive concern groups, automotive consumer groups of the full infiltration, and on this basis to form a covering production, marketing, sales, marketing, users and other levels of the related automotive marketing industry chain.

Generally speaking, the main factors that influence the decision of consumer car purchase include price, quality, platform and finance, in the case of Sina and Taobao cooperation, relying on micro-blogging platform to obtain a qualitative leap.

1, the car price more transparent, credible, decision-making process full care

The same type of car in different physical stores in the price of a very big difference, and even to test the bargaining power of buyers, and, car prices are relatively expensive, general customer decision-making process is relatively long, it is difficult to achieve online sales through the way of love at first sight.

This year, Sina car into the day cat, opened Sina car cat franchise shop, with the help of the brand of the day Cat flagship store, to achieve a product level platform to get through, improve the credibility of the product, but also to achieve O2O car model. In the double 11 promotion, Mercedes-Benz new listed models GLA also participate in this activity, do network limited pre-sale, said 300 units in 66 hours is sold out, the total amount of transactions is expected to exceed 100 million yuan. Big Mercedes on the new Cat Electric platform recognition, greatly enhance the social influence.

2, quality evaluation has a unified platform, experts, users and manufacturers seamless communication

Many of the car buyers have no driving experience, or even if there is experience on a variety of models do not have a comprehensive understanding of the vehicle's safety performance, configuration, fuel consumption and control experience and so need a large number of information and professional advice, which also contributed to a large number of automotive professional media active. Many people will be through the forum, the automotive industry portal, traffic radio, micro-blog and so on to understand the relevant information and complete comparison verification.

Sina Automobile is one of the most influential automobile industry portals in China, and Weibo also provides powerful data entry and accurate coverage in SNS social network. According to Sina automobile data, since October 16 Sina day Cat Double 11 buys a carnival to start, until November 11 activity closes, the car purchase festival Total Harvest 220756 orders, this two 11 activities for 4 weeks, the order total number is compared with the happy car quarter growth nearly 4 times times, the roving visit quantity is up to 100 million, the visitor number 30 million

3, trading platform in Alipay and balance Bao support more reliable and feasible

The unit price of the car is relatively high, many consumers are worried about the safety of online consumption, even many people's online banking quota is not enough to meet the payment requirements, if there is no large trading platform and appropriate means of payment, online selling car is difficult to achieve.

Alibaba shares micro-blog, Sina Car has the other car electric dealers can not match the payment conditions, the cat for many years to cultivate the electrical quotient of the user base and the ability to build the financial environment of its power, especially the balance treasure, Alipay and so can easily realize large payment, solve the transaction problem.

4, the development of financial products make it easy to buy cars

Many consumers are not a whole car, often choose the way of installment, convenient and quick financial products in promoting the role of car purchase can not be ignored.

Many car dealers rely on cooperation with banks to achieve the stage, and most of the credit card stage, which for many people who buy cars is a drop in the bucket. Cat Balance Treasure Car can be the flow of the process: consumers will deposit deposits in the balance of treasure, then the system will be sent to the consumer write-off code, the consumer to 4s write-off success, the deposit directly through the system to the 4S shop, while paying off the end of the payment, complete the car. In other words, not only the realization of the phased financing, but also to ensure that consumers buy money in the use of the entire process of continuous gains, in the new car while the white earned 3 months of interest.

2014 of Double 11, car online shopping became a hot new product, but also foreshadowed the future of car electric dealers have a broader prospect, the ascendant car power will be in two or three years after the Chinese car sales of the main channel.