Shengcheng: Cars also play electric dealers will subvert the traditional offline mode

From the data released this year's double 11, it is clear that 11 has become a national shopping event, however, this year double a miracle, will not only be limited to pay the treasure day turnover, daily order quantity of these data, the car electric dealer's network order data will become the carnival's new bright spot. How should we understand the model of automobile electrical business? Does it have an impact on the pattern of traditional car sales?

Auto, easy Car network, micro-BO, poly cost-effective, cat and other sites, in the last year or two have tried the network to sell cars, and achieved quite a surprising result, especially this year, double 11, auto and easy car in the network promotional activities launched 12 hours, orders have been broken million. Although the final deal will not be seen until one months later, the strength of the vertical web site is truly stunning.

Let's start by giving the car dealer a personality, the automobile industry chain is much more complicated than the traditional consumer goods, the localization property of the automobile sales is very strong, the sales strategy of the manufacturer and distributor in each region, the model of the sales in different regions, the pricing and promotion system of the car, etc. This has made it impossible for a car dealer to complete a transaction directly online, as is the case with ordinary consumer goods. Under the existing car sales system, the "electric Dealer" is more in helping manufacturers and distributors to bring more sales leads, improve trading conversion rate, and we think it is very valuable.

So, what are the values that auto dealers create for the industry chain for vertical web sites, users, distributors, and vendors?

Vertical Web site: Deeper involvement in the industrial chain

Auto and easy cars are two very excellent vertical web sites. In the past, they mainly provide car sales front-end services, to provide users with information, evaluation, dealer location and pricing, such as the selection of car-oriented services for manufacturers to provide brand marketing services for distributors to bring sales leads, their services stop here. And now, they are trying to further the service, hoping to extend to the back end of the car sales, try to intervene in a proper way to deal with the transaction, so that in the car trade more links can create value, car electric dealers will be their first step in deepening development.

Auto Vice President Magang believes that "Auto has a dual identity, first of all, Auto is an Internet enterprise, and secondly, in the automotive marketing link plays a very important role." Specific marketing links, there is the early stage of brand building, brand promotion, the medium-term to attract user goals, targeting consumer targets, the latter generation of purchase intention and reach a deal. Before the auto mainly do the front part, the back will gradually extend downward. "

Easy Car President Shaojingning in China Auto Circulation Association will be revealed at the annual meeting, 3721.html" >2014 will be in advertising, potential customer management, sales transformation, after-sales service and second-hand car business areas to launch a complete set of electrical solutions, to help dealers in the process of electronic commerce, It is expected to provide more than 45 million new car sales leads, sales conversion rate increased to 10%.

User: Low price and information transparency

Double 11 transcript:
November 11 11:35 05 seconds, Auto 10,000th order was produced; As of the article released, 13,448 orders have been generated and the total order is over 2 billion.

As of today 17 o'clock, the number of orders under easy car benefits reached 23541.

Note: A deposit is required to auto a car, easy Chelhui is to take the form of message confirmation, two forms of orders, the next single user will be in the actual transaction will show a certain difference on the intention of the

Auto Car section and Yi Hui user participation is very high, I think there are two very important factors, First, the price concessions, the second is the transparency of information.

Two Web sites in the event planning, and distributors, manufacturers agreed in advance to reduce prices, first of all, to ensure the authenticity of low price promotion; second, for the first-time car users, offline car buyers can not recommend a variety of additional services to you, and online booking cars, The website and the dealer have the beforehand stipulation goods and the service content, the information is relatively transparent, also helps the user to shorten the transaction decision-making time, enhances the transaction convenience.

Resellers: More trading leads and higher conversions

cars and auto, which account for about half of the online sales leads, are not half the car's online marketing budget, because car digital marketing, much of it comes from a manufacturer-led brand marketing, In addition to vertical automotive websites, portals, video sites and so on have greatly shared such marketing tasks. For distributors to bring sales leads, it is a vertical site unique value. "Electric Dealer" mode directly hit the purchase intention of that part of the crowd, and through the advance deposit, message confirmation, and so on, accurate locking of the recent purchase intention of the crowd, greatly improved the transaction conversion rate. Therefore, the "trading"-oriented car dealers, relative to the manufacturer, the degree of participation of distributors may be higher.

In addition, I think that the car electric business, a marketing model of innovation, dealers can save the cost of marketing, in the form of low-cost feedback to users, so that users can buy more favorable prices of cars, objectively facilitated the deal reached.

Manufacturer: Brand marketing supplement

nearly hundreds of manufacturers involved in the Auto car Festival and auto benefits activities, covering more than 80% of the car manufacturers, reflects the manufacturer's enthusiasm to participate in the automotive industry, as well as online marketing attention. Of course, for manufacturers, car electric dealers are more of their own brand to promote the supplement. For example, Smart in micro-bo, poly-cost platform, has tried to flash purchase and buy, is a very typical brand-oriented electric dealer attempt. "Manufacturers already know that the Internet is an integral part of marketing, but to what extent, we are vague," said Auto, vice president of the

. Mainstream car manufacturers, has since the beginning of last year to form a digital marketing department, and with the market department, can see that they attach great importance to online marketing, some manufacturers of internet marketing understanding and thinking more than we do. "


Summary, car vertical web site for the electric dealer's attempt, is a kind of intervention in the automobile trade way on the attempt, the goal is for the offline entity shop to bring more sales leads and higher conversion rate, in the short term, not to the traditional car sales modelHave a particularly big impact, on the contrary, it will be a supplement to the traditional car sales model, and to some extent help them improve sales efficiency. From the angle of industrial chain, users, manufacturers and distributors have a very high degree of participation in automobile electric business activities, which embodies the importance of online marketing will become more and more important, which means that the potential value of vertical website can be increased.