Recently, there have been a lot of news about auto e-commerce: On June 8, Lifan Motors and Ali Auto reached a strategic partnership to carry out strategic cooperation in the fields of vehicle sales, auto finance, after-market services, marketing and promotion; on the same day, Tencent Automobiles launch e-commerce strategy, to be a marketing eco-chain connector; Qoros Auto launched an e-commerce strategy called “e-Guanzhi”, and cooperated with its physical dealers through the e-commerce platform of Easy Car; Group Guanghui Automobile and the car home signed a strategic cooperation agreement, which will cooperate in the fields of marketing promotion, automobile e-commerce, big data analysis, etc...
At the same time, these two days, the annual automotive industry event - the global automotive forum is in full swing in Chongqing. On the forum of “Great Change: Reconstructing the Industrial System”, more than 800 Chinese and foreign professionals gathered to discuss the future changes in the automobile industry. Among them, the topic of car e-commerce and the Internet has often been mentioned by the bosses.
We have seen that with the concept of "Internet" by Premier Li Keqiang, the car e-commerce that has been warming up for several years has been particularly active in these months. Although some auto companies have said that they are not optimistic about auto e-commerce in the media interviews, most mainstream auto companies have begun to take active actions. It is not easy for auto companies that are “have used to comfortable days” to take the initiative to make changes. In many areas in the past, these “golden owners” will always “strengthen” when the interests are about to be challenged. Nowadays, for car e-commerce, car companies can no longer go the old way of being "forced", even if they may not see the direction in the short term, even if some aspects of the interests may be affected.
In the face of the surging e-commerce trend, what should auto companies do? Here you can summarize six words: "Mo blind, expand ideas."
Opening and embracing e-commerce The "hug" mentioned here means that it has an open attitude towards various e-commerce forms, whether it is an e-commerce platform such as Tmall or Jingdong, or a vertical such as a car home or an easy car. Car websites, or car-owned e-commerce websites like car ownership, can be contacted and tried in different forms. These Internet companies sometimes give you unexpected surprises and “collision” unexpected sparks. However, cooperation with the e-commerce platform requires the opening of O2O links to make the online and offline lines more smooth. This requires car companies to intervene and improve. As Liu Weidong (Deputy General Manager of Dongfeng Group) of Dongfeng (Automotive) said: "The e-commerce will eventually bring us to pay attention to every aspect of the customer's use, which is the most important."
Product development and customization Frequent online shopping will find that the flagship online store products of traditional big brands are often different from the styles of offline shopping malls. The products in the physical store are not seen in the online brand flagship store. Yes, and the online discount hot sale is more exclusive. The same is true for car e-commerce. For a long time, the offline dealers will coexist with the e-commerce. If the price war between the same product online and offline, not only can not promote sales, it will also disrupt the sales order. There is a saying that "the palms of the hands are all meat", and the interests of which side are closely related to the car companies. If the product customization and special development of the e-commerce platform are carried out, and the products and services of different channels are separated, the problem will be effectively solved, which is different from the traditional dealers.
In order to promote the integration of dealers, on the one hand, with the increasing proportion of e-commerce in sales, car companies will experience the “dealer-dealer e-commerce-e-commerce experience store dealer” model in the sales channel form, you can see Although the car e-commerce will gradually penetrate, in the long run, the sales model of the dealer store will always exist. On the other hand, the e-commerce transaction is still inseparable from the dealers to provide services, when the door test drive, real car delivery, etc. gradually promoted, to a large extent still need dealers to assist car companies to complete these links, and these will also It is an important role for dealers to participate in car e-commerce transactions. At the same time, as a sales entity, dealers also need to have the same attitude as car companies to e-commerce, do not evade, refuse, do not blind, do not exclude, in other consumer areas such as clothing, electrical appliances, e-commerce platform Dealers are even more active than brand manufacturers, and what is wrong with the automotive industry?
Optimizing the channel layout Of course, while the front battlefield continues to open up the territory, the rear can not be ignored. The new channels of e-commerce are attacking a lot, but the current sales force is still online, how can it not affect the interests of dealers? How can the vitality of the offline be reduced? That is to optimize the channel layout. Once upon a time, we said that the first, second and third tier cities have now extended to the first, second, third, fourth, fifth and sixth tier cities. Among them, the potential of third- and fourth-tier cities is huge, and importantly, this part of the market is not sensitive to e-commerce and online shopping. Their demand for cars and potential is huge, but buying a car is very inconvenient for them. There is no 4S shop around, only Second-tier dealers, if they want to go to the 4S shop to travel long distances into the provincial capital, they open their arms and wait for the dealers to settle in, to solve their worries about car purchase and after-sales. Surround the “big city” from the “3, 4, 5 and 6 lines” to make the channel more optimized. This idea also gives us a revelation. With the development of e-commerce channels, the physical sales channels also need to change from “big and white” to “small but fine”. The channels are down and the scale is flexible. This is a direction of traditional distribution channels. .
Operating "Big Data"
Another benefit of e-commerce and the "Internet" is big data. For the marketing of car companies, big data can help marketing more accurately, and at the same time, it can analyze future consumer demand and fine consumer psychology through big data accumulated in Internet transactions. Of course, the source of these big data is inseparable from the "footprint" on the Internet. If car companies want to get it, they need to work closely with e-commerce platforms, car media and websites to establish a benign ecosystem. On the other hand, they can also Building an e-commerce website. Of course, the cost of the latter and the effort required to invest are much greater. As a Volkswagen executive said, “With digital methods, marketing will be more extensive and cover all aspects of the automotive sector. One of the key clues is the use of data. Data is the future of new oil, its strategy Status is like oil."
The Internet has brought an unprecedented impact on cars. In the situation where opportunities and challenges are coexisting, temptation and confusion exist, auto companies can no longer wait. Fortunately, car e-commerce, once considered a consumer psychological barrier, has become more and more accepted by ordinary consumers. A survey of auto e-commerce surveys conducted recently showed that 72.36% of the 9,557 people who participated in the voting had a car purchase plan recently, and as many as 87.30% of consumers said they would try to buy a car online if conditions permit. Although this figure reflects the attitude of netizens more than all consumers, this proportion is indeed beyond the imagination of many people. The acceptance of auto e-commerce is quite different from that of a few years ago.
Hey, consumers are ready, what are the auto companies waiting for?

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