Following the launch of the OTO platform Chexiang Network, SAIC Passenger Vehicles once again announced its presence in Suning Tesco, further expanding its sales network layout on the e-commerce platform, and at the same time it opened the prelude to the e-commerce platform's staking by car companies. According to incomplete statistics, there are currently more than 25 automakers stationed in e-commerce channels. The war in the terminal sales market has spread from the traditional 4S shop model to the Internet. Industry insiders predict that the battle for e-commerce channels in the future will be the second battlefield between car companies.
It is understood that Mercedes-Benz, BMW, Audi and other luxury car brands have already started to build e-commerce platform, and then whether it is Toyota, Volkswagen, Citroen, Chevrolet, Buick and other foreign brands, or BYD, Chery, Changan, BAIC, Geely and other independent brands, Also began to get involved in e-commerce platform, making the e-commerce channel competition increasingly intense.
Since the beginning of this year, Suning Tesco has announced high-profile announcements of Shanghai Volkswagen and SAIC Passenger Vehicles; Yixun has joined hands with its distributor, Guanghui Group, to launch the “0-Yuan-buy Coco Poâ€; in addition, Gome Online also publicly revealed its ambitions in the automotive e-commerce field this year. , Intent to achieve large payments and open up the value chain.
“The boom of the e-commerce market has provided an entry point for car companies in a timely manner.†Geszt.com president Chen Wenkai believes that the proportion of new car sales will continue to fall as the auto market slows down, network construction costs and labor costs are high. In reality, how car companies control costs and seek sales growth has become a top priority. Finding new growth points outside the traditional channels is a common opportunity for car companies.
With the slowdown in the growth rate of the auto market and the increasingly saturated environment in the first and second-tier markets, many car companies have explored the market in recent years and began to expand into the third and fourth tier markets. During this round of expansion, channel construction and publicity Marketing is still a top priority, and the recent rise of e-commerce in the car just provides convenience.
It is reported that at present, all auto makers regard e-commerce marketing as a new growth point for sales. Only last year's "double 11" period, the number of orders generated by e-commerce was close to 100,000. The new Fit of Guangzhou Automobile Honda also created a new record for an automotive e-commerce company in May. It achieved orders of more than 1,000 vehicles at the Tmall flagship store in only 20 days of the third-generation Fit.
According to statistics, at present, among the proportion of auto sales brought by third-party platforms, the proportion of e-commerce platforms represented by Jingdong and Tmall reaches 80%, vertical websites account for 12%, and the rest are self-supported by the host plants. The realization of the platform, e-commerce has already undertaken part of the car sales function.
Yan Jinghui, deputy general manager of the Asian Games Village Automotive Trading Market, believes that marketing activities based on the huge audience of the Internet can not only achieve the effect of high-speed brand communication, but also save a lot of manpower and material resources spent in pre-sale promotion and sales. In the future, With the development of automotive e-commerce, the model of two-tier layout of physical outlets under construction and e-commerce channels for online development may be more worth looking forward to.
In addition, this year's "Shanghai GM Buick aftermarket flagship store" officially entered the Tmall Mall news, but also can be seen as an important measure for car companies to compete for more customers. Yan Jinghui said that the domestic e-commerce platform has appeared after-sales service as the theme of car brand stores, not only is the brand new after-sales service on the O2O model of the new development, but also an extension of the car brand promotion.
"With the upgrading of car consumption, customers' lives are bound tightly with online shopping. In order to fit this brand-new consumption method, major car companies change their marketing thinking, and therefore car companies compete for online shopping, especially e-commerce channels. It will continue and will become a new force in the business model in the future, "said Yan Jinghui.
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