On January 9, Yiche and Jingdong and Tencent jointly announced a tripartite cooperation agreement. Easy Car will receive investment in the form of cash and assets from Jingdong and Tencent, totaling approximately US$1.55 billion. After that, all the car e-commerce business of Jingdong Platform will be operated by Easy Car.
"About about 800 million US dollars will be used to invest in Internet finance," Li Bin, founder, chairman and CEO of Easy Car, told the Daily Economic News reporter that "an additional $750 million is used to cultivate users' Internet car habits. And strengthen the research and development capabilities of the car." According to reports, after the financing, the car will give more subsidies to online car purchases.
Car e-commerce is difficult to leave the dealer
Li Bin told reporters that "the combination of auto finance and auto e-commerce will have a price advantage." E-Car hopes to lower the threshold of consumption by relying on finance and expand the price advantage of auto e-commerce.
The reporter learned that the $150 million in Tencent's investment will be used to develop auto finance in cooperation with Easy Car, and Easy Car will also use Tencent's resources in the Internet finance field, including Internet credit reporting systems and WeChat payment.
In Li Bin's view, the consumption habits of car e-commerce at this stage need to be cultivated, and the way to guide is the price. The reporter noticed that Jingdong’s participation in the SAIC MGGT promotional gifts in the Yiche Mall.
"Compared with Taobao, Jingdong's customers and automotive products target customers have a higher degree of overlap." Li Bin said that the cooperation with Jingdong can expand the influence of car e-commerce, more in line with consumer habits.
Li Bin said that unlike other industries, the automotive industry is a “severe vertical†industry. On the one hand, large and complex automotive products require more professional information services; on the other hand, unlike the “multi-layer distribution†model of fast moving consumer goods, Car circulation is often only one layer of sales.
In Li Bin's view, this determines the irreplaceable status of dealers in the circulation of automobiles to a certain extent. Therefore, in the short term, auto e-commerce is unlikely to leave the dealership. The two sides are more cooperative.
E-commerce or bring a more transparent price
In fact, the participants of the car e-commerce are not only easy to drive, the traditional e-commerce platform Taobao, the vertical website car home, and even the car manufacturers developed by the car manufacturers, the vast wisdom of the dealers to develop, are exploring lines from different angles. On the sale of cars, the vast majority of Zhixin mainly engaged in used cars.
According to the statistics of the car home, the proportion of dealers who choose to cooperate with integrated e-commerce such as Tmall and Taobao is higher than other e-commerce. The traditional e-commerce has more advantages in collecting customers.
“In the sales process, the car e-commerce is mainly a passenger platform,†said Lang Xuehong, director of the Industry Coordination Department of the China Automobile Dealers Association, to the reporter of “Daily Economic Newsâ€. In 2014, manufacturers only put “products that are not sold well in traditional channels on e-commerce platformsâ€, while best-selling products only use e-commerce to advertise.
However, in 2014, the living environment of dealers has undergone great changes. According to the statistics of the China Automobile Association, dealer inventory increased by 27.1% at the end of 2014, and high inventory has become a close concern in the industry.
“The entire dealer network spends 50 billion yuan a year on inventory.†Li Bin told the “Daily Economic News†reporter that automakers assign high sales tasks to dealers and put most of their profits on “year-end rebatesâ€. Controlling the dealer's behavior, and then promoting sales through the pressure warehouse, has been greatly affected by the current slowdown in overall vehicle sales growth.
In Li Bin's view, car e-commerce can make the original complicated car circulation channels transparent and fast. On the one hand, under the optimization of e-commerce, inventory and procurement can be concentrated to reduce costs; on the other hand, the price of e-commerce platform is more advantageous.
"Automotive e-commerce should strive to promote the transparency of car sales and maintenance, and make the service more convenient." Dong Yang, executive vice president of China Association of Automobile Manufacturers, told the reporter of "Daily Economic News", "Only by doing this can be a breakthrough." ."
At present, auto e-commerce is still in the exploration stage, and deeper integration requires joint attempts of the automotive industry and Internet companies.
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