Rely on the offline POS machine to complete 67 million of the end of the settlement

In the recent end of the day Cat Car Channel Car festival, relying on the offline POS machine card completed 67 million of the end of the settlement, although not a welcome data, but, at least, confirmed the feasibility of the car electric business. The 67 million-led market returns are believed to be a considerable figure. This attempt, the completion of a car platform to explore and locate the electric business, rely on the short-term group buying effect to form an advertising platform, to achieve brand promotion, information cell phones and other channel functions, build and get through the entire trading chain, and through the online payment to form the entire transaction closed loop, improve the automotive electrical business of another exploration.

From the completion point of view, the automotive electronic commerce has been gradually completed a platform trading chain to build, however, its imperfections are still obvious.

First, the main problem is in the payment chain. Due to the large trading characteristics of automotive products, it is doomed to the consumer is difficult to complete online payment. At the same time, the payment method of capital flow is also an issue that can not be ignored, in the dealer's view, the consumer's car should be paid to them, rather than to pay the brand. However, the actual situation is that the consumer in the completion of online payment, money is entered into the shop vendor's Alipay, and then by the manufacturer to the dealer. As a result of this contradiction, many dealers are unwilling to support the manufacturers of such online car sales behavior.

Secondly, the transaction process is more complicated. For example, the car festival, the consumer model for consumers to enter the online test drive, after the successful registration to the line and the dealer to communicate the price, and then pay a deposit online, access to the electric business platform coupons and gifts, the last online to complete the payment of the end. Therefore, this is not a process convenient online shopping behavior, more with O2O mode, because the whole process needs to keep the line under the two-line docking, I believe this for consumers, shopping experience will be greatly reduced.

In addition, due to the large amount, as well as the current business environment, this inevitably arises a problem of the credit system. The bulk goods deal, even in the big online shopping platform such as the cat, is a new attempt. Although online shopping is becoming more and more mature, but for consumers, there will inevitably be many worries, such as the fear of selling cars through the network is trustworthy. In addition, from the consumption habits, although the car can be roughly categorized as standard products, but consumers themselves are more willing to go to the physical shop to look at, and enjoy three packs of stores, insurance, licensing and other services.

Finally, there is a very important problem, that is, the interests of the car manufacturers and distributors of the contradictions between the issues. In general, a factory less than dozens of brand stores, more than hundreds of, the largest possible to more than 1000, because of the particularity of the car category, the inevitable need to participate in the offline dealer, that so complex brand monopoly distribution network, if the manufacturers to achieve online sales, this in the objective of how much will affect the interests of dealers.

This shows that there is still a long way to go in the electronic business of commodities such as automobiles.

In fact, in 2010, Taobao launched a smart event, the car manufacturers directly found the cat, the expression of the cooperation of the vehicle sales intention. The first car manufacturer is Geely, and the opening of the Lamborghini Day Cat Shop can be regarded as a sign of the development of automobile electric business.

Up to now, there are many manufacturers such as Dongfeng Peugeot, Changan, such as in the days of the cat and other electric Shangping on the platform opened a flagship store to sell the whole car. Has become a huge trend.

For now, there are three models of online cars.

The first is the online model. Its representative for the Jianghuai Yue Yue, this model is not online sales, last year in the days of the cat sold on the thousands.

The second type is provided by the manufacturer. There is no difference between this type of vehicle and the offline. But will be on the basis of the original car to do some minor modifications, such as pretending to navigate, DVD, reversing radar, etc., its representative model for the Mitsubishi Wing God-day cat version, auspicious blue and white Panda.

The third type, the same model line online under the same sales. But taking into account the interests of dealers, the line only provides market guidance, consumers pay a deposit online, offline and dealers specific test drive, bargain, deal, complete the transaction. This is also the current more common mode used by automobile electric dealers.

Although the car electric dealer and is a difficult road, at present, the completion of the degree is still to be improved, but by virtue of the electric network of its consumers have formed the online shopping and payment habits, has been regarded as the entire trading chain through. Short-term promotional effects are not obvious, but it must be considered that the car as a consumer durables, the decision maker must be longer than the general consumer goods, therefore, so that consumers have sufficient reference and decision-making time is very necessary. For the moment, the car dealers have not been able to revolutionize the whole car sales industry, but, I believe, with the advancement of many of the electric business peers, car dealers will show a bright future.