Shaojingning, president of Easy cars: there is still great resistance in car dealers

Absrtact: Talk about the car electric business concept suddenly burst red, easy car president Shaojingning think behind have the capital market wishful thinking advancement factor, in fact automobile sale electricity business process will be very slow. Shaojingning says it is hard for car dealers to play a real advantage because

Talking about the "car electric business" concept of the sudden explosion of red, easy car president Shaojingning that there is the capital market wishful thinking behind the factors, in fact, the process of car sales will be "very slow".

Shaojingning said that it is difficult for the car dealers to play a real advantage, because the electric dealer is actually the reverse channel, and the monopoly status of dealers is given by law, at the same time, manufacturers and distributors are interdependent relationship, the interest of the car electric business is not big.

Although Shaojingning has poured cold water on the concept of car power, he revealed that two new teams had recently been split inside the easy car, trying to take a different form in the electric business than competitors.

Under the current distributor system, automobile manufacturers have little power to do electric business.

The current two electronic commercial platform "easy Car Mall" and "Hui buy a Car", respectively butt car manufacturers and distributors of marketing needs. Talking about the actual operation of two platforms, Shaojingning said that the current sales of electronic business is still the development of consumption, pattern accumulation stage, "sales data is not stable, there is no external disclosure significance."

Compared to the dealer, the car manufacturers to do the power of a smaller. Shaojingning to this point blushes, manufacturers will now try to take out some of the models in the easy Car Mall to do sales, but this part of the car is mostly relatively unsalable, for manufacturers to use Low-cost "clean up inventory."

In addition, and manufacturers of cooperation projects, still need dealers to sell, so the easy car in the business of this part of the sales, but also need and distributors as well as specific sales consultants have a benefit distribution process. "Such a calculation, in fact, can make little money," Shaojingning calculate a ledger, shook his head said "we do not intend to make money through this."

"The monopoly position of the dealer is given by law, this is irreplaceable, we also cannot replace", Shaojingning this sentence probably can generalize the relation between the manufacturer, dealer and automobile website. Dealers and vendors are interdependent. For manufacturers, the existence of the distributor system can help to achieve the rapid return of funds, even through dealers to achieve higher profits. From this point of view, the electric business is not cost-effective with the car manufacturers.

Because of this, docking dealer demand "Hui buy a Car", in the sales data also better than by the manufacturer-driven "easy car mall." For dealers, Shaojingning said, a more accurate lead could be gleaned from the purchase of a car. The business is expected to start charging for the four quarter.

Current dealers still lead the sales leads but the conversion rate is higher

Automotive Marketing, the focus is on collecting and mining potential customers. Distributors Online marketing inputs, but also more and more attention to the collection of sales leads, that is, the collection of potential customers clues.

Auto and easy cars, have been from the simple advertising revenue to the guide to sales leads, Yi car Easy access (ISI) platform is a help dealers from the entire network of more than 600 Web sites to gather to buy a car potential customer clues marketing platform.

From the current realization of the automobile electric dealer, the car website is still to borrow "electric dealer" to the dealer to transport car buyers potential customers, not online directly complete all the process of car purchase.

Shaojingning Frankly, in essence now says the car electric dealer and the car buys all is one thing, is in gives the dealer transforms the clue. But for the car buyers, the electric business platform can save the early to shop inquiry process. Dealers through the Electronic business platform to buy a hand service, can improve the original conversion rate, "through the means of electronic business can be further screening potential customers, indeed can bring a higher conversion rate."

He said the current car-trading platform is not stable, but "conversion rate will be three or four times times higher than before." Previously, the easy car through the Isi platform to the dealer to bring sales leads, turnover rate is usually around 8%.

How to buy a car online, how to finalize the price?

Easy Car "benefits to buy a car" platform operating mode, is a user search for specific models-platform recommended dealers-user offline purchase process, compared to similar to the TrueCar we have reported before. Shaojingning said that the car and TrueCar model is basically the same, easy to study the U.S. company has nearly two years.

When it comes to TrueCar, the most important thing is that it has successfully solved the difficulty of buying a car with price transparency. Shaojingning also special emphasis on the importance of prices, "the electrical business must solve the problem of price tag, if this step can not be done, do not talk about the electric business."

But in the distributor system, the dealer's price is determined by the manufacturer, then how to buy a car to provide a certain dealer quote?

Easy car here made a mark to the dark Mark operation, when consumers search for a particular model, there will be several local distributors with the brand to the consumer quotes, "We sell the demand to distributors, dealers never open quotes into point-to-point quotes, but also to solve the problem of price", Shaojingning said, " C2B this model is very suitable for the dealer model can not be a price, reverse bidding, we are also charged by the transaction, this is to give the dealer custom mode.

Through Shaojingning dialogue, we found that the concept of "automobile electric Dealer" is more cool than the outside world, from the stage of the development of automobile electric business, it will not be able to improve the performance of automobile website in the short term. But from the point of view of the sales lead, the mode of operation of the electronic business does help the dealer to collect more accurate clues.

As for the realization of the way, including the easy car, the participants are still groping and try, and easy to use different platforms docking manufacturers and distributors need to do, it seems clearer. However, in the industrial ecology of manufacturers, distributors and automobile websites, automobile electric dealers still have a long way to go.