Safety and good cars and other electric business enterprises, are yelling at the car marketing

This time, Gome online, Suningyun, Beijing-East, auto, ping-an good car and other electric business enterprises, are all in a hurry roar to the car marketing. Suning easy to buy, Jingdong even one step ahead, will have not implemented the Tesla marketing cooperation to fry a few rounds.

For 3 consecutive years in the automotive marketing of the great publicity of the Ali-day cat, this round does not seem to make any sound. IPO is coming, it is not the whole point of voice, wait and see what?

The person familiar with Ali said, "Ali is not idle," if expected, today (Monday) will be possible to release the new car electric business strategy, subversive OH. The person added that Ali is actually very jealous of this round of publicity, Su Ning, Jing East's Tesla propaganda even a bit jealous, because "it has long been negotiated with Tesla, press did not announce, was robbed".

So, in the new round of the car electric power business war, Ali will rely on what to draw a game? People say that Ali will certainly be in the hardest to solve the link.

If we say that the current situation and crux of the automobile electrical business, we will know. Up to now, those who are known as car electric business platform, but only gimmick, their business model is not independent, not what platform.

Because, they simply do not really realize the vehicle transaction, the whole network marketing.

You see claiming to be independent of the car electric dealer "Auto", it does not put the whole car trading link on the platform, do more is information services, strictly speaking, it is a car media portal.

More similar to the vertical channel of the car, but also media properties greater than the electrical property. Some just online to collect a deposit, on the so-called platform. And then the most need to trust the consumer experience, the most complex transaction procedures, to allow consumers to complete their own.

This kind of so-called "automobile electric dealer", is simply to move the service information of 4S shop to the line. For consumers, like a chicken.

Jingdong is also testing water cars early. Two months ago, even engaged in O2O activities, reportedly on the line 8 hours, set a 12 million yuan sales results. But this Test experience + online payment of the whole car activities, but is a group purchase deformation, not really sustainable platform model.

As for the United States and Suning, it is the two kinds of separation of the present situation, respectively, simply moved to the line and offline. In the same way, the real deal doesn't fall on the platform.

Car marketing encounter difficulties, 4S shop selling cars do not make money, and known as the strengthening of the electric platform layout, but want to let them really transfer the most core trading link-capital flow part, but also difficult. Strictly speaking, up to now, China "automobile Electric Dealer", is not a really independent business model at all.

Behind this is China's auto industry policy reasons, especially the separation of marketing and the original. If we analyze it carefully, the factors that lead to the lack of independence of the automobile electric power supplier are the loss of trust in the whole automobile electric business model.

First of all, the car unit price is high, it is the consumer in addition to the house one of the most important expenditure, consumer experience is related to consumer trust. 4S store not to transfer the core trading links, the capital flow link does not change, the car electric business can not dominate the value chain.

Secondly, inefficient, strengthening the lack of trust dilemma. Pay a deposit, buy a car, often meet the car has no rhetoric, then the consumer's money has been spent, the funds have been to other people's hands, often passive extremely.

So, Ali what means to break this bottleneck, really become a whole network marketing, and resolve the lack of trust problems?

Reliable Personage says, stand on the consumer side to consider, the whole purchase process, the industry lacks similar trust service. As expected, Ali will integrate the day cat electric business platform and Ali Internet Financial services, especially from the capital flow, integration of consumer experience, installment, financial services, etc., to break through the above dilemma.

"To put it bluntly, let consumption take the car first, enhance experience and trust, and then pay, and, the right to pay is always in the hands of consumption right." "In this process, consumers ' money will not only go out, but they can also earn a financial income," said the source.

Is it that amazing? Let's look at the cat specific how, it turns out that this is the case: The cat will launch the installment purchase service, of course, need a certain down payment. The day-cat installment may be as high as 18, and the down payment may be only One-third, said the source.

It doesn't seem fresh. Other so-called car dealers are fully capable of launching similar services.

The difference between the cat and the sky is the flow of money, say people. Consumers will be required to freeze the funds in their balance treasure account, online leave car information, pick up the car iphone shop online, get the phone write-off code, agreed time to 4S point to do transaction procedures. At this point, if you find it uneconomical, you can immediately terminate the transaction without any loss. If you feel no problem, you will enter the real deal, and the rest is when to lift the car.

The consumer's money, the balance treasure is not to freeze it? The 3-month freeze will only thaw out to car dealers, say people. And these 3 months, the balance treasure of the proceeds are to consumers. This means that consumers are free to drive while they are financing, and in the end, businesses must not take their money from consumers.

The public can see that the day Cat Car electric dealer service, really broke the above dilemma: first, the entire vehicle network marketing, trading links fell on the platform, really let the car electric business model independent; second, to resolve the consumer's lack of trust problems, installment, the first to pay after driving, money is always in their hands. And, with the help of Internet finance, can also obtain financial income.

2013, the days of the cat in the Car festival and double 11 made an important attempt and breakthrough, especially the use of the deposit +pos the end of the way, trading closed loop, the entire sales car more than 10,700 units. However, it can be seen that at that time it will also be able to break through the first dilemma, that is to say, did not really get through the plight of cash flow.

Does the cat pose a threat to 4S stores and more dealers? This strategy basically breaks down the 4S shop model: The Survey+sale is responsible for the 2S (and the 4S store is expected to focus on service, Sparepart). Because the selling link profit has been very revealing, 4S shops are becoming more and more difficult to withstand the pressure, they are more likely to do follow-up higher profit services.

This means that the cat model does not threaten their survival, but instead maintains a synergy between the platform and the Internet finance.

However, this model, for the existing vertical car electric business platform, it can be a fatal blow. Because their media attributes are larger than platform properties and lack of internet financial attributes, they lack the ability to control the flow of funds, while not giving consumers more confidence. This situation, even if the 4S shop and dealers out of the sale of the car link does not make money, want to open the trading link, the vertical electric operators are also unable to survey and sale two links settled in the platform.

The action of the cat may lead to the integration of domestic auto electric business. We have seen that auto and Jingdong Mall have teamed up, and their purpose seems to be to face this situation. I believe that gome online, suning and other Internet financial services with the retail enterprises, I am afraid will also be grafted their own weak resources, to create a similar service model of the cat platform.

Wen/Wang Ruichen