Car sales "predators" embrace the e-commerce platform subject to the 4S model

If you only buy clothes on the Internet, you may have lagged behind the trend. Now even cars can be bought online. After e-commerce platforms such as Tmall, Autohome and others launched car online shopping offensives, traditional channels were not unwilling to join the group. Just on the day before the arrival of the 11th E-Commerce Carnival, the huge group of nearly 4 thousand car 4S stores (the top three domestic automobile sales companies) officially launched the car electronics mall. This not only means that the The emergence of important automotive e-commerce platforms also means that they have joined a powerful contestant around the competition in the automotive e-commerce market.

Discount sales of thousands of models online sales

The huge auto electronics store that was just on the line yesterday was obviously a “newborn” and the website construction was a bit simpler. The reporter clicked on the home page of the website and found that there was no detailed shopping procedure on its website. The customer service phone number also showed "000-000-0000". The vast majority of advertising sites on the site were also left blank.

However, the ongoing group buying activities and the products that are already on the market show that the large scale of ambition for e-commerce is not small. According to the classification of the website, its car channels include the German, Japanese, Korean, domestic autonomy and other six categories. All of the car brands sold cover more than 1,000 models of hundreds of brands such as Mercedes-Benz, Volkswagen, Audi, Lexus, and Toyota. In addition, there are numerous subsidiary products and automotive peripheral products on the website, such as automotive decoration, insurance, extended warranty, and beauty.

In terms of promotion, the huge auto electronic shopping mall that is on the line has also paid off. In the group buying channel, there are 12 models that are in the process of group purchase promotion. The discounts are all about 8.2% of the 4S store price. Take the Subaru Outback 2.5 Deluxe Edition as an example. The group purchase price is only 279,800 yuan, while the normal 4S shop offer is more than 300,000 yuan. In addition, the sales price of its new vehicle is also slightly lower than that of the 4S store, and the discount on its peripheral products is also around 90%.

“Our advantage is network and price, and the reason why we chose to go public before the 11th and launch the corresponding discount is to attract consumers' attention.” Pang Qinghua, chairman of the giant group, told reporters that the huge group of nearly a thousand 4S stores This time, "all on the Internet," and achieved a 24-hour online online booking, users can log on at any time a large car electronic mall, understand the process of car set, models, prices, and customer service real-time online consulting, and access to a large car online system Buy a car.

Constrained by 4S model car e-commerce is difficult to break geographical restrictions

Although the discount is not low, and the types of models are also very rich, but the reporter found during the experience, the current sales are still based on 4S shop as the basic unit, in addition to the direct payment can not be paid in addition to the geographical restrictions.

Taking the Subaru Chipeng 3.6 recommended by its home page as an example, although its price is only 440,000 yuan and it is very "competitive", the 4S shop that launches promotional activities is located in Xinjiang Uygur Autonomous Region. Consumers whose household registration is not in Xinjiang cannot purchase it.

Different from the e-commerce in the minds of ordinary consumers, car e-commerce companies can buy and place orders online. However, the payment link only pays a margin of several hundred to one thousand yuan, and vehicle inspection and car collection are still linked. In the 4S shop, and do not see the specific time to mention the car, all have to wait for notice.

In this regard, Pang Qinghua said that car e-commerce and other forms of e-commerce are not the same, the amount of large, many links, the complexity of service content, channel restrictions are also relatively large, the current situation can only be based on 4S shop, can not The formation of an independent sales channel, online payment by consumers, and the arrival of new cars at home will not be realized in the short term.

In addition to being geographically restricted, the reporter also learned that in the interview, there are still many problems to be solved in the current automotive e-commerce. One of the most important aspects is that according to China's "Automobile Brand Sales Management Measures", car sales must be authorized by the manufacturer, open a unified image of the store and provide after-sales service, so the current online sales of e-commerce if you set aside 4S shop independently , it belongs to the uncompromising illegal operation. This determines that online shopping cannot be competed by e-commerce platforms.

The trend is difficult to prevent automotive e-commerce will become a trend

There are numerous restrictions and unsatisfactory on-line buying of cars on the Internet, but the development of automotive e-commerce has become irresistible, with Tmall, Autohome, EasyNet, Sohu Auto and a large group joining the e-Commerce team.

“Automotive e-commerce has more advantages than traditional entities, so it must be the future direction of development.” Zhang Zhiyong, an automotive industry analyst, said that compared to traditional methods, e-commerce has many young consumers to support, and they are the major groups of car consumption in the future. Secondly, e-commerce forms of circulation have been greatly reduced, and the corresponding expenditures have been reduced; sales policies are simple and communication costs are low, all of which lower the cost of sales and make e-commerce more price-advantaged.

Zhang Zhiyong said that vehicle companies are involved in e-commerce is advancing with the times, but due to the special nature of automotive products, it is difficult to completely off the line of "pure e-commerce" model. The most likely scenario in the future is that the network platform will serve as a front-end window for dealers or vendors to provide consultation, display, and transaction for consumers, but the service link will still be implemented by the distributor.

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