Traditional car dealers are still in the water brewing subversion

Last year, "Double 11", auto first launched the "whole car", so that the traditional car dealers for the first time to see the car electric dealers in addition to "set the customer", the real sales strength. As a result, the 2014 became the year of the Automobile electric Dealer's ice-breaking. However, after the ice broke, the car dealers did not show a burst of growth. "Securities daily" reporter Login Auto website found that, compared to the "double 11" period of dozens of brands for the whole car to the bustling situation, currently only one or two car brands in the event. Moreover, in addition to auto in a small number of maintenance, the cat, Beijing-east, easy car and other automotive electric platform, but also remain in the "collection of customers" (help dealers collect sales leads) level.

Then, "The whole car" why the delay has not changed to the main role of the day-to-day operation of the car dealers? In this respect, auto CEO Qingeo recently accepted the "Securities daily" reporter interview, said, "I think any thing at the beginning of the time have to slowly, like a frog across the river, just Start no frog across the river, to the end of all the frogs are jumping into the river." Double 11 the entire car is currently a marketing event, in that time period vendors are very interested. I am very confident about the future of the whole car, because there will be a second home, the proportion of the whole car will certainly increase in the future. Generally speaking, just start is the weakest business to find you, when you see your strength, you help him sell more, there will be stronger than it vendors to find you, the top of the pyramid at present to find business cooperation is more difficult. ”

In fact, in the industry's view, the Internet for many industries "subversion", in the short term also difficult to copy into the car sales area. In a recent auto sponsored by the "2015 China auto Dealer Marketing Summit", China Auto Circulation Association Secretary General Shao pointed out: "The internet will not subvert the auto industry?" This is a matter of great concern to all of us. I think from the present point of view, the overturned conclusion is a little premature. Because of the particularity of automobile products, it is difficult to appear similar to the electrical appliance industry dominated by the electric business pattern. It is well known that the auto industry originated in the United States has not been replaced by the Internet. However, we must admit that the impact of the Internet, change is all-round. It can be said that the internet industry, the automotive industry has never been so close to the interaction as today. Internet thinking, digital marketing, automotive electric business has become unavoidable in the automotive industry, is also the hottest topic. ”

In Qingeo's view, auto is not planning to subvert the offline dealers, but to help the traditional dealers Internet. According to Qingeo introduced, auto recently launched a service distributor of "I car Dealer" intelligent Marketing system. One of the characteristics of the system is that, through the use of large data, auto for distributors to provide sales leads, will contain users in the auto a certain period of browsing records, the data can make dealers more effective control of the user's "car mentality", especially to see what other brands of cars. This will help distributors targeted, improve sales lead conversion rate.

However, there is also the view that when real subversion occurs, it is likely to be overnight, rather than "boiled frog in warm water". After all, the Internet is a place that can never say "never".