Vanguard of the car vertical website Car home organized network marketing promotion

Li Linlin

Last week, Vanguard Automotive House, a vertical site for automotive verticals, aimed at dealership and held an online marketing promotion event in the capital city to convey to the dealers the temptation to be shot dead on the beach without meeting the tide of the auto supplier business. E-commerce car business tide has been heating up, this boom spread from the vehicle sales to the automotive after-sales service market, the ideal of car business who like the sun sprinkled with golden sunshine.

This year not only all kinds of car sites have increased the investment of car e-commerce to SAIC, Dongfeng represented by the vehicle and parts manufacturers also began the substantive construction and operation of e-commerce, SAIC car online, Dongfeng said to build their own e-commerce platform, Michelin self-built e-commerce platform will also be introduced later this year, while third-party platform based on a variety of car e-commerce is also springing up.

In addition to the major car manufacturers in Taobao, Jingdong and other official flagship store to open a new car sales, a large number of manufacturers in the field of after-sales service is stepping in Taobao siege, lubricants, tires, spark plugs, wipers and other automotive after-sales maintenance supplies can be Traditional e-commerce platform to find the official shop, the OEM-led after-sales maintenance also started its e-commerce. This Monday, SAIC Motor Passenger car added "HappyHour" after-sale service to its official Lynx flagship store.

At this point, the participants in the field of automobile e-commerce can be broadly divided into four categories: one is the giants that have massive traffic and rich experience in e-commerce transactions, such as Tmall and Jingdong; the other is the car-home and E-commerce On the accumulation of many years, with a huge user base of the vertical site; third is owned vehicle ownership and price control of manufacturers of self-built e-commerce platform, such as SAIC car network; finally there is a small part of the third-generation comprehensive car E-commerce trading platform, such as 180 Mai car network. Whose ideal will become a reality?

In fact, the earliest auto enterprises test hydropower case should be considered in 2010 Taobao and Mercedes-Benz SMART group purchase, since then all the major auto brands have settled in Lynx official flagship store, car online shopping began to enter the public field of vision. However, four years later, no matter what type of car e-commerce, its sales are still concentrated in the group buy, a point in time sales promotion or new car booking, has not yet formed a real sense of routine online sales of models .

Currently, according to the functions and meanings of car electricity suppliers, brand promotion ranks first, followed by collection of sales leads and data, and sales of new cars only once again. For manufacturers, to realize the true electricity supplier sales to balance the proportion of online vehicles and inventory vehicles, in order to adjust the price of online sales, but also need to balance the electricity supplier and dealer profit relationship. As for other ways of electricity providers, how to obtain lower prices, access to the user's viscosity and trust has become the key.

Online or mobile phone terminal car, pay by clicking on the order, and then within 48 hours or even 24 hours a new car was delivered home, saving consumers time and money saving car, looks beautiful, it is not easy to achieve. The reality is a sense of the bones, but the ideal of fire is not extinguished, multi-tube car electricity supplier tide need brave beach-goers.