The tide of mobile Internet has had an unprecedented impact on traditional manufacturing. Tesla's emergence has made people feel the Internet's eye for the automotive industry. There is no doubt that the car has become the next new entry into the Internet.
Under the Internet thinking of user experience as the core, in the big data-based Internet marketing model, what changes do car companies need to make in product development and marketing? The Internet is rapidly changing the traditional car marketing and sales model, and the vertical platform car e-commerce has changed the eyeball economy into online purchases through the “Double 11”.
Vertical E-commerce online trading as of 11:26 on November 11th, the car house "Double 11" crazy car purchase order totaled 33,853 units, the total order amount exceeded 5.5 billion, far more than last November 11 Order of the day. Among them, the total sales volume was 2,421 vehicles, with a total sales volume of 216 million and a customer unit price of 88,800.
This is the second year of the car home "Double 11 Crazy Car Festival" after the first year of the opening of the car dealership last year. Qin Zhi, CEO of the car home, told reporters that real car e-commerce needs to generate direct transactions between e-commerce platforms and consumers. This year's "Double 11" car home opened a large payment function, allowing users to pay for all purchases online. He said that this is an important turning point for the car home to lead the car e-commerce from precision gathering to real trading.
It is understood that this year's car home launched a full-scale car, users can complete the transaction in full. What is more worth mentioning is that the car home firstly binds the payment system to more than 6,000 dealers across the country, achieving financial docking, thus realizing the real money flow docking.
Qin Zhi, CEO of the car home, said that although the "Double 11" adopted the online payment deposit last year, the way of picking up the car under the line has achieved good sales results, but in the car home CEO Qin Zhi, this year's car home double 11 Crazy car festival, the most important thing is how many users complete the transaction through online, full payment.
This year's "Double 11", the main task of the car home is not to sell a number of cars, but to lead the car e-commerce to achieve a historic leap from accurate gatherings to transactions. "In the future, we will not focus on PV, UV, duration and other indicators. We are most concerned about the real volume. Even if the initial volume is small, it is of great significance to us." Qin Zhi stressed.
Automakers are increasingly relying on e-commerce platforms It is understood that the "Double 11 Crazy Car Festival" began to brew a few months ago. According to the employees of the car home, from the perspective of investment promotion, the importance of the major manufacturers to the car e-commerce has been further enhanced, and the manufacturers have also given high expectations to the sales ability of the car e-commerce.
As of October 31, the car purchase festival has attracted 70 mainstream car brands from home and abroad. Insiders revealed that the car festival not only featured luxury brands such as BMW and Infiniti, but also attracted popular brands such as FAW Toyota, Dongfeng Peugeot and Changan Ford, which were sought after by urban white-collar workers. In addition, the car home has also convened Chery, Brilliance Auto and other domestic brands with higher voices. Many of the brands have a large base price, and the largest range meets the demand for multi-level consumers.
Qin Zhi pointed out that the profit rate and return on investment of retail enterprises have been declining year by year. For 4S stores, financial costs, rents, and labor costs have been increasing year by year. The profits brought by 4S shops selling new cars are not through sales, but from after-sales. "But car e-commerce has lower cost of selling cars, does not require rent, and has lower labor costs. Therefore, these costs can be given to consumers and facilitate the completion of online transactions."
It is understood that this year's "Double 11", the car home car mall has achieved docking with the dealer back-office system, can ensure that the online and offline information remains consistent, to avoid the situation that users can not buy a car after placing an order. In addition, this year's Auto House continues to expand the professional "shopping guide" team, and professional editors online to answer questions about consumers' purchases in real time.
Or change the traditional car sales model?
"Completing the sales of new cars through the Internet is a trend that is unlikely to be reversed, but the sale of cars by the Internet will not cause a drastic change in the automotive industry." Previously, the interpretation of the development of Chinese auto e-commerce was interpreted by Qin Zhi. .
He believes that in general, China's auto e-commerce is currently undergoing three stages of development: gathering customers, precision gatherings and true e-commerce. The current car e-commerce is more accurate customers, that is, manufacturers provide products and services to dealers, and more is the collection and feedback of sales leads between car e-commerce platform and car sales companies.
Some insiders also believe that real transactions and services are done between car sales companies and consumers, but the collection is not equal to e-commerce, because he did not really complete the sales process. The above-mentioned industry insiders said that the future automotive e-commerce model is that manufacturers supply to the e-commerce platform, and the e-commerce platform and consumers finally complete the transaction.
Every reshaping of the industry will bring about a new reshuffle in the industry, which will also appear in the automotive industry. The reporter found that although the new sales model of auto e-commerce is an irreversible future trend, the attitude of traditional auto companies to him is relatively conservative. For example, Beijing Mercedes-Benz and Infiniti, as representatives of the whole vehicle companies, said they would try more on the new sales model, but they would not make strides to enter this new model of online sales.

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