Recently, a car dealer group boss said that because of the strong pressure on car companies in the use of e-commerce promotion platform, dealers have invested heavily in this area, and a large part of them are invalid investment, car companies in e-commerce platform In terms of use, the dealers interfered with the dealers. Some enterprises used the e-commerce promotion platform used by the dealers to appropriately. Some enterprise resident representatives received kickbacks from the e-commerce platform, and these expenses were eventually passed on to the distribution of the e-commerce platform usage fees. Business. At present, there are mainly two types of pure electric vehicles and hybrid electric vehicles in the market. Pure electric vehicles are completely powered by electricity and do not generate any exhaust emissions, thus having the lowest pollution. Hybrid electric vehicles can be driven by both fuel and electricity, and the assistance of electricity can reduce fuel consumption and exhaust emissions. Compared to the two, pure electric vehicles are more environmentally friendly and can better adapt to use in specific environments. Electric Mpv Car,Mid Size Mpv Honda Odyssey,Comfortable Bestune Nat,Comfortable Electric Vehicle Chongqing Huanyu Automobile Sales Company , https://www.cqhuanyuauto.com
The dispute over the right to speak between auto companies and dealers has been around for a long time. After years of development and multi-faceted reconciliation, the battle seems to have eased to some extent. However, along with the surge of auto e-commerce, although the promotion channels of auto companies and dealers have been broadened, it has also triggered a dispute over the e-commerce dominance between auto companies and dealers.
Automobile e-commerce types At present, domestic auto e-commerce types can be roughly divided into four types: one is to open official flagship stores in Taobao and Jingdong, such as large-scale shopping websites for auto order sales, such as Geely, Jianghuai, etc.; The car vertical website platform such as House and Easy Car Network has launched the automobile mall channel, and the models are more diversified; one is a professional car e-commerce platform, such as a car-hunting family; and the other is an e-commerce platform launched by a car manufacturer, such as the steam "Car enjoy the network."
The water and electricity business platform has been tested. With the popularity of computers and networks, online shopping has become a new fashion. Seeing the vast customer resources of network marketing and its wide-ranging social communication effects, Chinese automakers have tried water e-commerce. Chery, Geely, Mercedes-Benz and other auto companies have cooperated with large online malls such as Taobao and Jingdong. The most famous one is the online promotion of Mercedes-Benz smart and Jingdong in 2010 and the global flagship store created by Geely in Taobao. At that time, it caused quite a stir in the industry. At the beginning of last year, SAIC passenger cars also began to enter this field. They established their own flagship store in Tmall. They exclusively sold Roewe and MG models. In addition to the use of traditional e-commerce platforms, manufacturers have begun to test the water self-built e-commerce platform, or pool the e-commerce platform resources, try the controversial car pure online sales model. In March of this year, SAIC Group's self-built O2O e-commerce platform, Chexiang Network, was officially launched, with the intention of fully integrating online and offline resources to achieve seamless sales. At the end of May, GAC Gonow and Tmall, Cheshanghui, Cheyitong and other e-commerce platforms formed an online sales alliance, piloting the launch of E-American pure online sales model.
In addition to auto companies, auto dealers are also concerned about the powerful customer-hosting effect of e-commerce platforms, and have begun to cooperate with some large-scale portals and online malls. According to the survey, many dealers have started cooperation with e-commerce platforms such as Sohu Auto, Yiche.com, Pacific Auto, and Auto House. And through cooperation with these platforms, the number of online channel collections and orders has increased to some extent.
Contradictions in interests With the widespread promotion of automotive e-commerce platforms, car companies and distributors, especially large dealer groups, have begun to invest huge resources and energy in order to achieve better brand promotion and marketing effects. However, as a result, new contradictions have arisen between the two sides.
The dealer group will conduct a corresponding local market survey before selecting an e-commerce platform to find out which home appliance dealers are more favorable to local marketing. In addition, the quotation given by the e-commerce will be lower than the quotation reached by the company and the e-commerce. Some companies interfered with the dealer's cooperative e-commerce platform, which made the dealers very dissatisfied.
Some enterprises have begun to explore their own e-commerce platform. The company's leading platform sells product pricing and platform promotion activities. The dealers only serve as service providers and will also obtain profits from them, but the profits will be relatively low compared to the independent model. The enthusiasm of the business will also be correspondingly weakened.
As a tester of the pure network sales model of the automobile, GAC Gonow seems to be an industry reference for the 4S shop channel management. GAC Gio tests the pure net sales. The dealers present the display and service functions. It not only brings the price of the car to the consumers, but also gives the dealers a certain degree of subsidy. The contradiction is minimized.
The choice of the dominant brand 4S shop will monitor the collection situation of the cooperative e-commerce platform every month, fully understand which home appliance dealers can promote their own sales, and these first-hand data enterprises can not grasp, the enterprise should give dealers Choose autonomy with full cooperation e-commerce.
As a traditional car sales platform, car dealers have already felt the impact of car e-commerce on themselves. Therefore, in the application of car e-commerce platform, dealers who can see the development trend are desperately trying to grasp their leading role in e-commerce applications. right.
From the enterprise level, although it is still unable to get rid of the shackles of traditional marketing models, but now many companies have begun to see the development prospects of online marketing, so regardless of whether they have a thorough understanding of online marketing and e-commerce platforms, they are gradually Explore the dominance of online marketing.
Based on the above reasons, the current war between auto companies and dealers for auto e-commerce is still in a hidden stage, but with the increasing use of the Internet, this war is bound to start.
The price is not as good as the experience. The price comparison behavior has been complained by many consumers. In order to prevent maliciously raising the price of the plateau and implementing price promotions to defraud consumers, the e-commerce has been the subject of strict investigation by the National Development and Reform Commission, but the effect is not satisfactory.
The price promotion is related to all major e-commerce, but the promotion form is still the main price comparison. The original price of the car manufacturer is unified nationwide, and the price promotion is a cooperative promotion behavior between the manufacturer, the dealer and the mall, and the authenticity is guaranteed. However, there are also consumer feedback. Some of the models offered by car e-commerce are designated dealers, and there is no freedom to choose dealers.
If the price trick is no longer easy to use, so that the car e-commerce in the promotion of consumers may be affected, now online consumers have been cultivated by the major shopping carnival discount consumption habits, if through the car e-commerce platform can not Get enough discounts, consumers are likely to give up the benefits of the traditional 4S shop model through e-commerce.
However, the e-commerce "artificial festival" has gone through the cultivation period of user consumption habits, and has entered the promotion period of quality competition and experience consumption. Now it seems that it is better for car e-commerce to break the reserve price to optimize the user experience and meet the needs of users. This is the focus of e-commerce competition in the future.
Future development The future e-commerce market opportunities are still very large, and this development trend is also inevitable. No matter what mode is chosen, what innovations are made, car companies, e-commerce platforms, car vertical websites and dealers must put the interests of consumers first and do a good job. Only by serving consumers well, so that consumers can obtain better prices, more benefits and better experiences than traditional car purchase methods, can promote this market to continue to develop.
With the advancement of technology and people's pursuit of environmental protection and low-carbon modes of transportation, electric vehicles will become the mainstream means of transportation in the future. More and more car manufacturers are beginning to invest in the research and production of electric vehicles, continuously improving battery technology and range, and improving the performance and user experience of electric vehicles.