Preliminary evaluation of several kinds of business models in automobile post market (i)

The internet can let the traditional industry to take off wings, the huge market potential after the car market for most people recognized, auto market many entrepreneurs and investors focus on the field. But there is no industry boss in the auto market area, many enterprises rely on a variety of patterns in the constant trial and error, one after another prosperity: someone fell in a place, there are more people in the same place to stand up, this is like a "siege", the people inside the intention to fade out, outside the people's blood boiling, strenuous scheming to squeeze in! I immersed in the Internet operating industry for more than 10 years, has been engaged in mode planning and operation, read the "Light Company" article, feel inside a lot of dry goods, but there are some biased, in order to avoid more people detours, think it is necessary from the practitioner point of view, the pros and cons of the various modes of analysis one or two, in order to start, In fact, these models not only in the automotive market, in other areas is also ça, analysis of business models, the first analysis of user core needs and industry chain elements matching and resource integration:

I. E-commerce mode:

E-commerce mode is the easiest to enter, through the construction of network channels, Low-cost, convenient and other ways for the young car owners to provide automotive supplies purchase, distribution services.

I. Status QUO:
Currently divided into several categories: first, Taobao Mall, and the second is to build the site. There are two kinds of pros and cons. The former use Taobao existing popularity, focus on supply chain and customer service guide, station marketing services;
The latter can stabilize their own customers, in the network marketing has more own degrees, but in the network marketing and platform function design occupies a certain amount of capital and popularity, more suitable for a certain basic strength of enterprises.
The former do better are concentrated in Shanghai, such as: Car Products macro-wisdom, bamboo map, Chuca, nine dry, etc., the latter is concentrated in Shanghai, Guangzhou and Beijing and other cities, such as car fun, automotive supplies online, cuckoo nets, the first car mall d1car.com, show cars and so on.
Taobao Mall at present some of the online shop in the sales have a certain breakthrough, and the profit is due to the price of Taobao itself competitive characteristics and taobao promotion fees, such as a large number of cuts; The independent construction station enterprise often has certain strength, most also in the marketing promotion enclosure stage,
Basically not much profit.

II) pattern Analysis:
1, customer demand: With the owner of the increase in personality needs, automotive supplies consumption is increasing, and most of these products are owners have not used before, through the network platform to break through the geographical restrictions to show more personalized products; At present, due to the increase in oil costs,
More car owners will be more focused on how to reduce the cost of raising cars. The demand for personalized decoration is suppressed, but safety and fuel-saving products are more popular. Due to the low entry threshold of the consumer, the large number of the rise of the car shop dispersed the owner consumption.

2, Product characteristics: Automotive Products category more complex, at the same time, including interior and exterior decoration goods, automotive cleaning products, automotive maintenance products, automotive electronics products; The operation of different categories of products (display, shopping, promotions, distribution) is very different: seat sets and other similar clothing, cosmetics and other operating modes, While electronic products like mobile phones, PCs and other operations, perfume daily cleaning is similar to cosmetics, so the requirements of the operation team is relatively high.
Standard Products: oil and wax, such as consumer necessities on the internet to facilitate parity, fake flooding, consumers difficult to distinguish between right and wrong, very afraid of being fooled or to the purchase of a trustworthy entity store.
Non-standard Products: decorative commodity quality standards are different, a large number of small and medium-sized brands appear in the online photo and description or there is a gap.
Not suitable for distribution of products: tires, batteries and other necessary maintenance products are not suitable for network distribution.
In addition, in the automotive supplies industry not only familiar with various types of product sales, but also familiar with the network operation of the talent is relatively scarce. These are one of the reasons why independent websites do not do so much.

3, the limitations of the network platform: or back to consumption, the car after the market potential is huge, but most of the consumption is not in the current online transactions of these products; look at the owner's car cost, petrol, insurance, maintenance, maintenance, etc. occupy the most of the market consumption after the car. That is to say, most of the cash in the rear market flows into gas stations, insurance companies, 4S stores, maintenance shops, and so on, and these scattered online under the dotted physical stores.

III Solutions (abbreviated):
1, Decoration products brand.
2, maintenance products and entities to join the integration of the network.

Two, reviews the network mode:

In front of a large number of consumer cash flow offline outlets, how to cut horizontally? Comment on the model is similar to the WEB2.0 media platform operating mode, listing the owner of the car must be a service network to facilitate its search and selection, and encourage owners to comment on the promotion, to receive comments on the location of the advertising ranking cost-oriented model.

I. Status QUO:
At present, this kind of Web site in the field of life, especially in the catering industry, and in the field of automotive market is not much, the world car also relies on media customer resources, focus on the 4S store reviews, and several other sites are still in the platform to build, the initial data import stage, here is not listed

II) pattern Analysis:
1, user needs: owners need to work or home accessories to find a long-term trust in the service network, but this and the public comment on the network from catering cut. Use of the need: regular dinner party friends need to the whole city's catering business one by one taste, experience, places need to change constantly, this determines the choice of restaurant to check before the network is necessary. Comments on the need: the location of the driving force is also from some of the remaining energy "gourmet", to the high-end site consumption hair comments can also reflect its vanity. and analysis under the owner is not the same: first, he does not need to change the service network, but to go after the time to send a comment can bring him what? If it's just anger, those reviews are biased. For example now it company's comment network, above basically is the person who leaves or does not employ the bad comment.

2, platform characteristics: the characteristics of the web2.0 platform requires a certain amount to spontaneously arouse the interaction of netizens, must have a certain quality and the influence of the Netizen to the network to form a constraint. Otherwise, the profitability of upstream charges can not be started, the first public comment network started because of a few and restaurant after the lawsuit before fame. The question is how long the site's investors can survive.

Of course, the above is not cold water, but you decide to do before, consolidation under their own resources and break through the above restrictions.

III Solutions: (abbreviated)
1, through the industry standards and norms from the "on" to exert influence.
2, through the activities of netizens and events hype from the "next" development influence.
3, how to stick to a group of core opinion crowd and let it spread is the key.
4, combined with Word-of-mouth marketing services for businesses.

Comments on the model in addition to (various forms) advertising fees, can also cut into the dot discount, consumption points, etc., which entered the third mode, Ctrip mode: The accumulation of friends and upstream suppliers, build platform, and is the current car friends club, auto Insurance Rescue Center.

The next chapter will focus on: Ctrip \ Community mode, value-added service mode.

Due to some of the enterprise core policies involved, the solution section is simply enumerated and limited. Time relationship hastily worded, if the above involved enterprises have biased place, more welcome to explore or correct