The First Battle of 2014: The Industrial Chain Integration Inspires the "Second Spring" of the Automotive E-Commerce
December 08, 2022
Recently, Shanghai Volkswagen and Suning reached a strategic cooperation agreement, and they entered the Suning Yuntai as a third-party merchant, and the e-commerce platform Che Xiang Wang, which SAIC Motor Group’s investment in the development of -0.87% Funding Report, was soon put into operation. Following the e-commerce wars in November last year, traditional e-commerce platforms and car companies have also been gearing up. However, behind all kinds of embarrassment, consumers' "Tucao" has also emerged, and led to deep thinking among industry practitioners: Are car consumers only need low prices?
“Simpson”, a user who had had experience in online shopping, said: “From placing orders online to picking up a car, it took two and a half months. The car price was a lot cheaper, but it was not long before the car was lifted. No light, a row of five lights, the fourth is not bright, so ugly. Feeling very bad and very disappointed ..." Such unpleasant consumer experience to answer the previous question: In addition to "low prices", the car consumption The demand for "quality and integrity" has become even more urgent in the entire process of car purchase.
Judging from recent automotive e-commerce activities, keywords such as integrity and security are sought after by users. Sohu Automobile took the lead on March 10th to start the first shot of "quality" car purchase. With the theme of "Quality Car Purchasing·Credit 315", the company launched the "Quality Car Festival for Sohu Truck 5th Season" for the majority of car buyers. Users were buoyant and activity volume exceeded expectations. Since March 10th, the activity was started. By March 12th, sales leads were 184,936 in only 3 days, of which 29.8% of sales leads were from mobile users. The number of participants in the 13th event spike has reached 118,988.
“The reason for this pattern is that we are not only helping users get low prices, but also helping consumers to obtain quality benefits in the car purchase process.” According to the person in charge of the event, as Sohu Motors opened its car supplier in 2014. The first shot just caught up with “3.15′′. Sohu Automotive used the PC and mobile “both ends” to integrate its matrix resources to support the “quality” keyword. This differentiated competition was the same as last year’s entire automotive e-commerce war. The ideas in the same line. In the several rounds of car e-commerce activities last year, Sohu successively used the concepts of “mobile car purchase” and “90-year car purchase”, all of which received favorable comments.
"In addition to the protection of the car phase, the entire experience of car purchase and car use is also a crucial aspect of quality, and it also tests the capabilities of the website's mobile Internet products," said an auto industry analyst. Sohu Automotive covers the mobile product matrix of the entire automobile industry chain and is also escorting this quality car festival. In the trading session, mobile car e-commerce products to buy car treasure app to ensure price transparency so that users do not spend a cent to save money. With the car link, Sohu illegal search can provide real-time investigation of violations, high warning of violations and travel services, so that the majority of owners no longer worry about 12 points. In the after-sales rights protection section, Sohu Automobile also launched the "Automobile Complaint" APP which has a settlement rate of more than 95%. It can help owners and manufacturers and distributors establish a "green channel" for rights protection.
Some other industry analysts pointed out that the integration of the entire industry chain and the accurate coverage of users is the necessary basis to support "quality car", which requires the network auto e-commerce platform to plow the auto industry chain. For example, in order to ensure the success of the "Quality Car Festival", Sohu Automobile launched the "Triple Insurance" to guarantee the quality of the car purchase experience. All the ex-gratia vehicles launched at the event were derived from the massive database of customer satisfaction models that Sohu Motor has accumulated over the years, and were selected through in-depth data mining and analysis. With media credibility and big data analysis capabilities, we can guarantee the high quality of the participating models at the source. In addition, the "new car insurance" of Sohu Automobile Co., Ltd., through the cooperation with insurance companies, properly meets the needs of users.
Analysis by industry insiders, behind the appearance of automotive e-commerce activities, reflects the increasing competition among competitors in user demand perception, industrial integration, and product capabilities. Sohu Automobile has taken the lead in taking a brilliant step in the development of the “quality” development of the 2014 China automotive e-commerce. Car home, auto parts network, easy car network, Tmall, Suning Tesco, etc., in 2013 have been supernatural car e-commerce platform will be how to respond? Still not known. However, through the enthusiastic response of the auto consumer response of this event, it is possible to anticipate the second wave of development of China's auto e-commerce, and will leap from the “low-cost” route to the “quality” service.
Shenyang Zhongda Huanxin Refrigeration Technology Co., Ltd.
