This year's "Double 11" has once again become a grand festival of auto e-commerce news, and several auto websites have released data showing that the sales of "Double 11" auto e-commerce this year has doubled compared with last year. The orders for the three large-scale auto e-commerce platforms “Double 11†in China have reached more than 100,000, and the total order amount exceeds 10 billion yuan. Among them, the total number of car home orders was 37,117, with a total order amount of 6.054 billion yuan; Tmall Automobile harvested 50,700 vehicles, an increase of nearly 500%; Chexun.com announced that it had realized 3,705 sets of full vehicle transactions. 4.47 billion yuan.
However, the short "Double 11" promotion is just a marketing carnival. Behind the glitz of glitz and glory, the road of car e-commerce is far from being flat. The debates and doubts about car e-commerce have not stopped. Auto e-commerce still faces many difficulties in how to pay, pick up cars, and how to coordinate online and offline. Especially after the event, various problems have followed.
First, the current trust problem of car dealers selling cars has not been resolved. Cars are a strong experience product, and users often pursue their own eyes. Without personal confirmation, it is difficult for users to generate real purchase intentions directly on the Internet. Cars that are sold online, or to the dealer to pick up the car, so the trust is still built on the landing car dealer. Even if you buy online, you will eventually have to go to the physical store to write down the code, experience, and pick up the car. Online purchase is troublesome. The current publicity effect of online car-buying activities is more than practical. It can be said that more often it is just a "gimmick".
Second, although the online transaction volume is very gratifying, it has overdrafted the dealer's order for nearly one month. To some extent, the current car e-commerce is more like a marketing gimmick, it does not improve the dealer's work. Efficiency has not reduced marketing costs. After the "Double 11", the car sales page of each e-commerce website has become much deserted. Many online e-commerce websites sell at a higher price than the 4S shop, or the manufacturer's guide price is no different. For example, GAC Toyota Camry 2013 2.5G comfort version is quoted at a 4S shop in Beijing for about 170,000 yuan, and an e-commerce website mall page quoted an official guide price of 209,800 yuan, and the promotional activities have ended, various "second kills" The "rushing" campaign has also disappeared.
Third, the convenience of payment for online car purchases needs to be improved. Because most of the online shopping car models pay deposits on the e-commerce platform, then go to the dealer to pay the balance. The car belongs to a large item, and the user is still accustomed to seeing the real car at the dealership. After signing the black and white order, he will pay for it. Therefore, it seems that car e-commerce is mainly based on the O2O model of “online ordering, offline experience, and on-site paymentâ€. This is actually a compromise compromise that caters to consumers’ online shopping habits. Open the strong support of the store.
Fourth, many auto e-commerce platforms put too much energy on some details of the docking of inventory, and actually went astray. The pain point of the development of automobile e-commerce is not to realize delivery as soon as possible. The key is how to guide consumers' consumption behavior and meet their needs. In addition, the rise of automobile e-commerce, the most complicated mood is the car companies - not only worried about its impact on the existing physical 4S stores, shaking the foundation of the existing sales system, but also afraid of their own embarrassing process of car sales in the turbulent car sales Behind people.
Various trends indicate that an important historical change is taking place in the automobile circulation field at the turning point, and the popularity of automobile e-commerce will continue to rise, and its development prospects are worth looking forward to. In the long run, car e-commerce is the trend of the times, but the development path of car e-commerce in China is far from smooth. For the automotive e-commerce market, which is still in its infancy and start-up period, it still faces various problems and many things to do. It takes a long process to realize “true e-commerceâ€; the mature business model of auto e-commerce Really formed, it will take time.
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