The new pattern of automotive e-commerce highlights the future trend or a surprise in the night?

The combination of the automotive and e-commerce platforms, no matter how serious the disagreements between the initial stages, can still be seen from the just-concluded "Double 11", this new marketing model has brought surprises to the entire automotive industry, making auto manufacturers profitable. . According to statistics, as of November 13, Tmall sold a total of 10,700 vehicles during the “Double 11” period, which was five times the sales volume of the same period of last year and the total vehicle price will reach more than 800 million yuan. But does this data mean that the new model of automotive e-commerce has become a new trend in the industry sales, or can only become a surprise in the night?

Tmall car sales break 800 million. Although this year's "Double 11" is not the initial test of water for the automotive industry, it is the largest and most significant one in the past two years. Taking Tmall as an example, this year participated in the "Double 11" campaign. The car manufacturers that settled in Tmall included a total of 16 automobile manufacturers, such as Buick, Chevrolet, Dongfeng Peugeot, Citroen, Shanghai Volkswagen, etc., 91 vehicles, 200 models, and 1700. Many distributors cover almost all regions of China.

As of November 13, Tmall announced that during the "Double 11" period (November 1 to November 11), Tmall sold a total of 10,700 cars, which was five times the sales volume of the same period of last year. It is estimated that after the end of line payment, The total vehicle price will reach more than 800 million yuan, and both Shenlong and Shanghai GM will have broken 100 million yuan. Among them, Dongfeng Peugeot has become the champion this year with a total turnover of more than 90 million yuan, while the Beijing Automobile Tmall flagship store has a low unit price, so the order quantity of 1703 Taishou Tmall “Double 11” event vehicles is the first name.

In addition, in addition to Tmall, JD.com and other shopping websites, the total number of "Double 11" vehicles ordered in the vertical and portal websites such as Autohome, Easycar and Sohu.com has reached 168,000, with a total turnover of more than 23.5 billion. .

According to Cao Bin, marketing manager of the Beijing Automotive Sales Department, the rise of automotive e-commerce can depend on three major aspects. The first is the change in consumer awareness. Nowadays, it is normal for consumers to buy tens of thousands of yuan on the Internet. It is a great improvement over the past. The second is the standardization of automobile production and the homogenization of products. Whether it is online or offline shopping, the quality of the car is the same; Third, the variety of online experience. Consumers can now learn about vehicle information and comparisons through a variety of channels, without the need for sales personnel.

Wu Bing, head of the marketing department of Chevrolet, also said in an interview that for Chevrolet, the new model of automotive e-commerce is its willingness to try and innovate, "car culture and internet culture itself are representatives of two cultures, namely The culture and innovation of traditional manufacturing industries and the open culture. There is an impact or a combination of these two cultures. This is a very interesting thing and a trend.”

The future trend is still a surprise in the night?

Although most of the industry has an identifiable attitude toward the future development of automotive e-commerce, it is undeniable that emerging issues have common problems and vulnerabilities that need to be addressed.

First of all, the consumption of cars is different from ordinary network consumption. The car must have a real touch operation experience. How this link should be achieved. If it still needs to be moved to a physical store to experience it, it will reduce the advantages of online consumption. Second, it is the delivery. Solution solution. The convenience of online shopping is that you can receive any desired item without leaving the house, but at present there is not a country that can send a car to the door; in addition, the network information is too transparent and may result in price competition among sellers. The formation of vicious competition; e-commerce sales and physical store sales and how to achieve the balance of interests and offline dealers, these are the hidden dangers behind the surface of the automotive e-commerce.

As Dongfeng Peugeot General Manager Lu Haitao puts it, "From the current point of view, online marketing is very different from the physical store's marketing. For example, the volume of direct consumer transactions to the store can generally achieve 25%, but after the Internet marketing The current volume of car purchases from 4S stores is only 4%, and the transaction volume of this model is still relatively low. This also shows that the amount of clues for online marketing is large, but it does not represent the volume.

From this point of view, if automotive electronics companies want to form a truly mature sales platform, these loopholes must face and break through one by one. If there is no follow-up strong execution force, coordination of after-sales service work, and coordination and unification of internal work, the business model of car e-commerce may not become the trend in the future, or it will only become a pleasant surprise overnight.