In 2015, the “Double 11†day was getting farther and farther away from us, but the thinking of the national e-commerce carnival left to the auto industry has not faded. Some people say that behind the auto sales "double 11" repeatedly hit a record high is the three-party game of third-party platforms, auto manufacturers and dealers. Yes, the 2015 “Double 11†once again “zooms in†the auto industry’s diverse understandings and insights into e-commerce.
What should be the positioning of car e-commerce? Is a useful supplement to car sales or just a medium for information balance? What is their value? Has it solved the main contradictions and consumption pain points in the existing automobile flow system? Is a third-party platform really or why it can become a competitor to a car dealership? The problem that dealers are currently facing is caused by e-commerce?
The more question marks are drawn, the more we will find that the road of exploration for Chinese auto e-commerce is “long-term and long-termâ€. After the 2015 “Double 11â€, we talked about the problems behind the e-commerce by gathering the popularity. Perhaps the answer to the above question is not clear or clear at present, but at least car e-commerce has exposed the drawbacks and problems of the car circulation system to us more and more clearly. The "Double 11" e-commerce carnival should continue, but the auto industry may not be able to set off a year higher than a year. Because no matter what third-party platforms, vendors or distributors understand, we need a normal, sustainable and healthy car circulation model.
The smoke of this year's "Double 11" car e-commerce war has been exhausted. The third-party e-commerce platform represented by the car home, the car and the Ali car has become the absolute protagonist. The record sales volume seems to indicate the car e-commerce. It is moving forward in a stride, and the situation is very good.
However, after the e-commerce platform was involved in automobile sales, the work that originally belonged to automakers and dealers was now changed by manufacturers, platforms and dealers. The original “cake†was also changed by two “peopleâ€. For the three "people" points. This situation is reflected in this year's "Double 11" e-commerce carnival. In the future, the three parties will continue to play a game around users, interests and channels.
Who is the manufacturer vs. platform user?
This year's "Double 11", due to various preferential concessions, many consumers have been gathered on the e-commerce platform to become their car users. From the users of the past car manufacturers to the users of the current manufacturers and e-commerce platforms, is this a dangerous signal for the former in a strong position? What if the user's dominance is lost?
In this regard, car e-commerce research expert Qi Dongsheng believes that the "Double 11" promotion is unhealthy for the development of automotive e-commerce. In the short-term profit-sharing promotion, the loss is the benefit of the manufacturer, and only a part of the consumer can enjoy the discount. This practice of "killing chickens and taking eggs" cannot be sustained at all, nor is it the direction in which car e-commerce is going to normalize. “Why is the e-commerce platform going to make profit promotion? In fact, it is to grab the car users. They have interests. Once they have enough users, they will have the dominance of discourse. After that, they may '挟' users to 'Manufacturer.'
Wang Xin, executive director of Roland Berger Greater China, pointed out that third-party e-commerce platforms such as car homes and car owners have started to grasp potential users before the car transaction occurs. This kind of control is very strong, which is a kind for manufacturers. potential threat. Therefore, some manufacturers now build their own e-commerce platform, one of the purposes is to keep a channel directly to customers.
Huang Xiaoxing, CEO of Nanjing Zhuoli Automobile Service Co., Ltd. does not agree with the above point: “At least 99% of the sales of automobiles are directly completed by offline 4S stores. The sales of automobile e-commerce companies are very small, and they are not the best-selling models. In the short term, the automaker's dominance will not be lost. In the long run, if the auto e-commerce platform can develop into a new channel, their dominance will not be lost. The manufacturer's appeal is to sell more cars. Who can help them, they will choose who to sell, e-commerce is just a channel, not the only channel. User ownership is not only determined by the sales process, but also the after-sales link is very important, manufacturers can keep in touch with users in various ways. ."
Manufacturer vs dealers "The origin of only smelling new people laughing"?
There is a radical view among the parties that the automobile e-commerce association has become a brand-new sales channel, and the 4S shop will have a lower status due to its many drawbacks. The manufacturer will even hand over the final pricing power to the e-commerce platform, and the 4S store will become the delivery center. The relationship between the manufacturer and the dealer may be worse than before.
Qi Dongsheng dismissed this view. He said that the 4S shop channel was carefully constructed by the manufacturers to invest a lot of money, and will not give up if they give up. Pricing power has always been in the hands of manufacturers, dealers only talk to consumers about the price within a permitted range. If a manufacturer sells the best-selling model to the e-commerce platform for sale in the future, the profit of the dealer will be damaged, which will inevitably damage the relationship between the manufacturer and the dealer. The key to the problem is that the final transaction has to rely on offline dealers, and manufacturers must act with caution.
In Huang Xiaoxing's view, at this stage, dealers will still maintain their position, and the best-selling models are still under the channel. However, some manufacturers are already testing the water pipeline, but most of them are in the name of customized modified vehicles, in order not to damage the relationship with dealers. "From the long-term trend, e-commerce will become a new channel, and the transfer of pricing power is inevitable. If an e-commerce platform can bring enough sales to the manufacturers, the car companies develop new models for the e-commerce platform, Adjusting the production line is not a problem, and the pricing power is the same. Under this circumstance, the status of the dealer is naturally not as good as before.†Huang Xiaoxing said, “Although not as good as before, the dealers will adapt slowly because of their huge cost investment and The profit brought by sales can't be directly proportional. Without profit or even loss, it is natural for dealers to give up pricing power."
Platform vs dealer natural enemies or comrades?
For e-commerce platforms and dealers, it seems that they have been positioned as natural enemies from the beginning, and one party has to subvert the other. At present, the O2O model for online ordering and offline delivery is only a temporary compromise. However, many dealer groups also actively cooperate with third-party platforms. For dealers, is the third-party platform an enemy or a friend? "Now many dealers and third-party platforms are playing hot. It looks like it is fashionable. It is actually a wrong team. The relationship between the manufacturer and the dealer determines that the dealer should rely on the self-built e-commerce platform of the manufacturer to sell. Not a third-party platform," said Yu Dongsheng.
Huang Xiaoxing believes that even without the emergence of e-commerce, the dealer's 4S shop model is not sustainable. There is almost no profit or even loss in the sales of new cars. Their way out is to make themselves more and more 'light' and become the delivery center of vehicles. ,Service center. Now with e-commerce, it is also a relief for 4S stores.
Wang Xin told reporters that Mango TV's happy purchase of car e-commerce model in cooperation with the car home can provide inspiration for car dealers. It is understood that the joint venture company Mango Motors, which was established by the two companies, has built a new model of "Internet + car" e-commerce by integrating all-media, multi-channel and cross-platform resources. The two sides will also create an experiential car life theme pavilion in Changsha, providing one-stop car consumption services to achieve a closed loop from online to offline.
Wang Xin believes that the Auto Life Theme Pavilion may become a new way of selling cars. Online drainage is a potential consumer of offline diversion. The gathering of various brands provides consumers with enough choices to combine daily consumption of eating, drinking and playing. Share operating costs. Compared with the 4S shop mode, the advantage of the car life theme pavilion is obvious, and car dealers can consider such a transformation.
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