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After several years of development, the concept of "Double 11" Singles Festival has long been replaced by the "Online Shopping Festival" and has become a "grand event for tennis players" in which almost all Internet users participate. Compared with last year, this year's car e-commerce has gradually shifted from market behavior to sales behavior. Many auto brand activities are directly connected by the sales department and cover the whole country. However, at present, most of the automotive e-commerce companies still remain in the promotion, booking, and other links. The actual purchase, user experience, and service processes also need to rely on offline dealers to complete.
Business fight for online car sales
Faced with a huge share of the online shopping market, everyone wants a share. It is not difficult to find that, from the first purchase of Mercedes-Benz smart touch network, to Jianghuai Yue Yue to start online direct sales, auto manufacturers and dealers have never stopped the exploration of the automotive online shopping market, and presented a growing trend.
A few years ago, auto manufacturers began to try to open up new battlefields on the Internet. Mercedes-Benz, BMW, and Geely Panda all tried hydropower operators. However, they did not receive much attention at the beginning and did not produce much success. Since then, with some manufacturers successfully testing the water, for example, last year, JAC obtained thousands of orders through its online platform, and Mercedes-Benz Smart created a miracle of selling 300 vehicles in 89 minutes, which has attracted more manufacturers to eagerly try.
Among the brands participating in the "Double 11" campaign this year are Audi, BMW, Shanghai Volkswagen, Shanghai GM Chevrolet, Shanghai GM Buick, Dongfeng Citroen, etc., as well as independent brands such as BYD, Beijing Automotive, and JAC. Among them, a number of brands are directly linked with the e-commerce platform by car manufacturers to launch a series of preferential measures, and the 4S shop dealers around the country are specifically responsible for implementation and cooperation. It is understood that the manufacturers of network promotions are very large, in addition to substantial cash concessions, there are car gift packages, subsidies and other gifts. At the same time, some local distributors also participate in activities in the form of single stores. According to a person in charge of the dealership, in order to prevent online promotions from affecting the interests of offline customers, consumers can also enjoy the same preferential policies on the Internet as they go directly to the 4S store to purchase a car.
4S shop valued propaganda role
In the past few days, car manufacturers and e-commerce companies participating in the "Double 11" campaign have successively produced transcripts. Some e-commerce companies have claimed that orders have exceeded 90,000 units and the transaction volume reached 11.7 billion yuan. Although the number of orders published by several e-commerce companies is very encouraging, Beijing dealers participating in the event are more reluctant to disclose the amount of incoming stores and the final trading volume brought about by this event, but also emphasize that they have a good chance of watching events. The publicity effect of brands and enterprises.
“Participating in this 'Shuang 11' campaign and paying attention to the people of our brand, we are still following up.†The person in charge of a Shanghai Volkswagen 4S store in the southern region of Beijing introduced that this year is the first year that cars are involved in e-commerce activities. Therefore, the participation of manufacturers and distributors is the key, not the volume, but the "preheating" of this type of e-commerce model.
At the same time, most dealers believe that the special nature of the Beijing auto market also leads to few actual customers brought by e-commerce activities, and the effectiveness of the activities is not as obvious as those of other provinces and cities. “The policy of restricting the purchase of vehicles in the Beijing area has a certain limit on consumer groups, which means that only consumers with a license plate may be concerned about this activity.†A Skoda brand sales manager introduced and can participate in the event. There are very few consumers in the capital, and the base for participating in activities is naturally lost to other cities.
Therefore, the dealers involved in the activity did not place too much hope on directly driving sales, and they paid more attention to their publicity and promotion results. “At present, the competition in the Beijing market is very fierce, so we want to use more opportunities and adopt various forms of propaganda to increase the company’s exposure and customer awareness.†A Chevrolet 4S store sales manager admitted frankly that he participated in the event. The purpose is still to attract more customers to the store. "For us, the marketing of this kind of activity is far more significant."
Dealers still worry about e-commerce
A person in charge of the dealership who participated in the event disclosed that, unlike the auto group buying website, some of the auto e-commerce companies' profits do not come from the commissions drawn after the sale of each car, but rather the one-time expenses paid by the dealers in cooperation with them. The cost of a single store cooperation is 10,000 yuan. In addition, some dealers have introduced that the cooperation fee with the car supplier has been included in the advertising share of the previous period.
This 10,000 yuan in cooperation fees has also become one of the reasons why some dealers chose to abstain from participating in this event. “The cost is too high. Perhaps the profit of the new car we sell is not enough to cover this cost.†A person in charge of the marketing department of the 4S shop of the Japanese brand introduced that the profits of the new car are negligible at present, and there is no way to participate in the event. Assuring the number of transactions, it is very likely that this 10,000 yuan will be “failedâ€, so they refused to invite the event.
In addition, compared with the online sales of other products, e-commerce companies still lack sufficient preparation and experience for car network sales, and this has led some dealers to abstain from participating. A person in charge of the market of a car dealership group in Beijing introduced that he originally wanted to participate in this activity as a group, on the one hand, it could reduce expenses and on the other hand it could also enhance the overall brand effect of the group. "But they (an auto e-commerce business) only allowed to participate in the form of a single shop split, so we can only give up." The responsible person believes that car e-commerce is still lack of experience, lack of flexibility in the implementation of activities. "This form is accepted, but it needs time to improve."
At present, most of the sub-regional auto e-commerce activities are still completed by e-commerce and dealers in a single shop. Therefore, some dealers believe that the actual effect of a single shop participating in such national activities may be very small. "These e-commerce activities are all national in nature. When the entire country's Internet users browse, they only remember the brand, not the single store," said the person in charge of an independent brand dealer.
Disregarding the above reasons, the reason why most distributors did not choose to participate in this activity is that the current model of auto e-commerce is still in the period of exploration and development, and it is still immature. Therefore, the degree of recognition of auto online shopping is still very low, so it tends to be more effective. Make your plan after you show up. “Want to see what the growth rate is for distributors participating in this event? Will market share change?†said a person in charge of Changan Suzuki’s 4S store. If the market share increases, they will also choose the next year. participate. 