How do luxury cars and light giants marry each other? Behind the carnival, what are the business logics of Land Rover and Tmall?

On the evening of September 2nd, at the announcement of Land Rover's Range Rover, within a period of three hours, the sales volume of the galaxy at Tmall reached 600 units. During the year, 2,000 Taiwanese galaxies will be sold at Tmall. The price will be between RMB 688,800 and RMB 1,048,500, both of which will enjoy the priority of car ownership. Behind this snappy carnival, what business logic is hidden between Land Rover and Tmall?

Selling luxury cars online is moving from the past to real life.

On the evening of September 2nd, champagne and celebrities shuttled through the Art Museum of the Central Academy of Fine Arts. The smoke and blue lights were blurred and a high-end party appeared. This is the release of Range Rover, the 4th member of Land Rover's Range Rover family. When Zhang Zhen stood on the side of the line and talked about the experience, at the end of the Internet, this luxury car had already entered the Tmall flagship store for the first time.

Within 3 hours, the number of stars in the Lynx sales reached 600 units. During the year, 2,000 Taiwanese galaxies will be sold at Tmall. The price will be between RMB 688,800 and RMB 1,048,500, both of which will be given priority.

Behind this snappy carnival, what business logic is hidden between Land Rover and Tmall?

Luxury car seconds light giants marriage

For this event, both teams of Land Rover and Tmall have been preparing for nearly six months.

In the two months before the launch, communication methods such as nails, mails, telephone conferences, high-speed trains, and self-drive became an information channel for Shanghai and Hangzhou, linking the brands Land Rover and Tmall. The Starbucks downstairs from the Land Rover headquarters and the costa of the Xixi Campus have all served as trenches, and two teams have fought.

This experience is not the first time for Tmall.

In March last year, Levante, the world's first SUV sold for 99.98 thousand yuan, was first sold by Tmall in mainland China. Official data shows that 100 Levante vehicles sold out on Tmall in just 18 seconds.

A year later, Maserati's brother brand Alfa Romeo once again witnessed the miracle of online sales. At 15 o'clock in the afternoon, Alfa Romeo Tmall flagship store was officially launched. 350 Giulia Milano sold out in only 33 seconds, and the official price was 438,800 yuan each.

Compared with daily chemicals and 3c products, “high price” luxury cars are hardly guaranteed to be able to complete sales in one day. This is a test of the online e-commerce platform. However, after several consecutive launches of luxury car brands, online sales of broken hundred units in a matter of seconds not only made the brand side feel unbelievable, but also the general manager of Tmall Automobile Group, Shao Long, said that they had exceeded expectations.

Shao Long explained that currently Tmall holds 500 million users of behavioral big data, among which there are 100 million owners of cars with clear models and 84 million cars are used to purchase cars. These data have a very important impact on brand operations for consumers. . The e-commerce platform is no longer a simple e-commerce platform, but it is becoming a global operating platform and it is really involved in the brand's full marketing.

“The basic intention of the Star Pulse in China is close to 3,000. In this case, Land Rover chose to start with Tmall. I was surprised because the car itself is very hot.” ​​With a certain front end user, Tmall starts Land Rover Range Rover did not live up to everyone's expectations and achieved very bright results.

Data shows that in 2016, Jaguar Land Rover sales in China reached 119,049 vehicles, an increase of 31% year-on-year, second only to the BBA, which beat the Cadillac and won the fourth throne in the luxury car market. As the largest market for Jaguar Land Rover, the excellent performance of the Chinese market has also helped boost the global growth of Jaguar Land Rover.

After the 100-year brand has been advancing rapidly, in China, in the face of surging new models of Internet consumption, how to achieve further sales breakthroughs has become the most concerned issue for Jaguar Land Rover.

As early as 2015, Jaguar Land Rover has reached a strategic cooperation with Tmall Mall and launched the Tmall flagship store at the end of March of that year.

Lynx sets the stage for the brand

Car sales and e-commerce have not intersected for a long time in the past.

According to statistics from the Traffic Management Bureau of the Ministry of Public Security, as of the end of 2016, the number of private cars in the country reached 146 million. Compared with 2015, the number of private cars increased by 22.08 million, an increase of 15.08%. There are 36 private cars per 100 households in the country, and in cities like Chengdu, Shenzhen, and Suzhou, there are more than 70 private cars per 100 households.

In the years when e-commerce and car sales have grown wildly, car sales have not been truly e-commerce. The 4S store model has long dominated the market and cannot be shaken.

This is because, on the one hand, the car is a large amount of consumer goods, and its passenger ticket price is high, which requires the support of the online payment environment. On the other hand, the purchase of a car is an offline-oriented experience-oriented behavior. It attaches great importance to the service link and has a high demand for logistics. It is difficult for e-commerce on a pure line to satisfy the needs of users.

The situation has quietly changed in the past two years.

According to iResearch, the transaction volume of Q1 China's online shopping market reached 1.26 trillion yuan in 2017, a year-on-year increase of 29.7%. At the same time, consumers all over China are facing a consumption upgrade. With the development of smart logistics, the distribution market has been continuously shortened and the consumer market continues to develop. This, coupled with the deepening of the Internet consumer finance, has effectively stimulated the consumption of high-end products. Consumers are increasingly investing in online shopping.

The mobile payment of users has been matured and internet finance has developed rapidly. E-commerce has actively sought to integrate with the offline market. “New retail” seems to be a new clothing tailored for automobiles, and it is urgent to optimize the car sales system.

At the end of 2016, Alibaba created the term “new retail”. Ma Yun said, “In the next 10 or 20 years, there will be no e-commerce, only the “new retail”.” Alibaba Group CEO Zhang Yong said "New retail" is the reconstruction of modern business people, goods and fields driven by big data. "If you do not complete the digitization of basic business elements, refactoring cannot be discussed."

On June 18th, when various e-commerce platforms were in the middle of the year, the helm of 54 brands such as Burberry, Maserati, Haier and BYD gathered in Xixi Park in Hangzhou and opened a session with Zhang Yong about “New Retail”. Closed meeting.

All kinds of signs indicate that Ali’s “new retail” strategy has entered the stage of full implementation.

Since then, the "new retail", which is integrated with online and offline omnichannel development, has become a new industry development trend. According to Shao Long, general manager of Tmall Automotive, from this perspective, the car is naturally suitable for growing in the new retail test field. For automobiles, the logistics that can not be supported by e-commerce alone and the long-term consumer decision-making, in the face of new retail, through the organic combination of online and offline, everything has a new solution.

In 2013, when Tmall began its entire vehicle business, it gradually realized the closed-loop Internet shopping system from the very beginning through the payment of car deposits and the current “Tmall Drives a New Car” financial leasing model. At the same time, with the mid-to-high-end car brands entering the Tmall one after another, Tmall Automobile has basically completed the domestic, joint venture, and imported brand layout of the entire automobile brand.

How to solve the pain point?

Shao Long said that with the development of the Internet, a large amount of car purchase information was pushed to users. Tmall gave priority driving rights and purchase rights to users through free and flexible payment methods, eliminating the need for dealers to ask questions. The middle link. In addition, Tmall will jointly provide more rights for consumers with the brand parties, such as giving priority to car rights and free maintenance.

Mr. Mao participated in the Land Rover's activities on the Tmall. He said that this is not his first car. The previous offline experience was that “the clerk who sold the car himself did not know enough about the car” and started to buy a car. In the end, it usually takes nearly two months to go home and wait. This time he chose online, the most important thing is to give priority to car rights.

E-commerce is no longer a simple “helping to clear inventory and generate low-cost platform”, and more is to help the brand shape an online access to consumers, Tmall is closer to the user and helps the brand online. Find more precise users on the channel, "You can do all kinds of interaction on the channel."

How to reach the target user? Shao Long said that currently Tmall has launched a smart POS terminal as a carrier to convert payment data, member data, and product data into digital data and digitize brand assets. Chain process.

These dataizations are specifically decomposed: when and which dealers sold, which vehicles were sold, the final transaction price, who bought, and who sold ... These information and data will be passed back to Ali via cloud POS. . Once these data are scaled, they will have important reference significance for the brand's future vehicle pricing, sales, vehicle design and production.

However, Shao Long also said that the current new retail automobile is only just starting. Breakthrough in new retail is mainly on the consumer side. In the past few years, the trinity (people and freight yard) described by Xiaoyao Zi, the entire e-commerce sector has reconstructed retail sales in some industries. At present, the car is just at the starting point. "We can't talk about reconstructing the car sales system, but at least it is optimization."

The future: more ways to sell cars

In Ali's view, whether it is a small lipstick or a car with a longer consumption cycle, it can be full of "unretailed retail" imagination.

In July of this year, unmanned retail stores first appeared on the Taobao Festival of Creativity. Customers could obtain e-admission codes through mobile phone Taobao codes. Payments were made through the “settlement gate” before leaving the store, and no one collected cash. Behind this is an integrated system such as portrait recognition, product identification, self-service payment, big data analysis, IOT, and blockchain. This set of technical solutions not only brings cool shopping and payment experience to users, but also has far-reaching value: it can improve the efficiency of the floor and lead the retail industry into a new era.

Not long after the launch of the unmanned retailer, Tmall announced at the festival that it would launch a "vehicle vending machine", this time more cool. The appearance of the auto vending machine is like a stereo garage. When the buyer clicks a button and the tray rotates slowly, the light of the car port lights up. A brand new car appears in front of the car, full of futuristic feeling.

Allegedly, as long as the sesame credits reach 750 points, consumers only need to spend 20 minutes to buy a car. This is undoubtedly a vibration of the automobile sales system, liberating terminal sales personnel, placing more manpower on after-sales service, and changing a single sales model.

Ding Zhaozeng, director of Tmall Automotive Markets, said in an interview with the media: “There are nearly 20 auto brands that have asked for a Tmall auto vending machine and they are concerned about when they can put it into use.”

Shao Long said that the “Tmall Auto Vending Machine”, which was expected to meet with consumers during the year, may appear ahead of time on the 11th, giving consumers a completely different feeling.

In addition to the car brand Tmall, the auto unmanned vending machine may have more "new retail" temperament. Although uninformed retail stores are still in early stages of experimentation, the door to the new retail era has been opened.

In addition, financial leasing has also blossomed on Tmall. In this way, consumers can choose to pay a minimum of 10% of the down payment and a monthly payment of $1,000 to open a new car, and can choose to continue to rent, pay for the last payment, or change the car after one year. From June 18 to June 20, the two-month financing lease on-line generated more than 3,000 down payment orders within three days.

30,000 open-year luxury cars, go out and spend 20 minutes to buy a new car directly away, or a home delivery like a courier ... has begun to penetrate in reality. Technology will change the future and the car sales system is full of imagination.