Although Tesla and Tmall have encountered difficulties in cooperation, they have not affected the auto companies' investment in e-commerce, and they have used the "double 11" plus code to attract consumers with auctions and spikes. Last year, "Double 11" was the first year of auto e-commerce, and major auto websites seized a large amount of car purchase resources online. This year, major auto e-commerce companies began to warm up more than a month in advance, and have launched incentives to attract consumers.
Since the beginning of this year, people are waiting for the first "Double 11" action after Alibaba's listing, and Tmall as an O2O platform has undoubtedly attracted the attention of many car companies. Previously, after launching the automobile repurchase protection plan nationwide, Qoros Auto launched another innovative sales initiative, working with Sina and online mall Tmall to build an e-commerce sales platform and launch “Double 11â€. Car season activities to meet the upcoming gold consumption season.
It is understood that if you want to make a substantial breakthrough in car e-commerce, it is not a family. In order to celebrate the arrival of Dongfeng Nissan Tmall flagship store, combined with Tmall "Double 11" promotion festival, Dongfeng Nissan also launched the "Double 11" rushing car season, which sparked the carnival quartet. SAIC also launched the "Double 11" car purchase plan at the Tmall flagship store with the help of the MG GT.
It is worth noting that both the platform websites such as Tmall and Jingdong, and the vertical websites such as the car home have launched similar e-commerce platforms to create a “double 11†boom. The car home is also the first to realize the large-value payment function that allows users to pay all the money online, and users can realize real direct transactions on the e-commerce platform.
Ma Gang, vice president of the car home, revealed that dozens of brands have confirmed cooperation intentions with the car home. Major automobile brands such as BMW, Infiniti, Dongfeng Peugeot and Dongfeng Citroen have been put in place, and other brands are also under intense planning. "From the perspective of investment promotion, the importance of major manufacturers to auto e-commerce has been further enhanced, and manufacturers have also given high expectations to the sales ability of auto e-commerce. Therefore, in terms of preferential policies, the profit margin given by manufacturers is very high. Big." Ma Gang said.
However, despite the "double 11" online shopping carnival is about to usher in the sixth year, but compared to other commodities, cars and real estate as a large-scale goods, is still a difficult bone in the e-commerce industry. Whether it is a platform website such as Tmall or Jingdong, or a vertical website such as a car home or a souvenir, as of now, they have not really won these two positions.
An industry insider revealed that the previous "Double 11", an e-commerce platform has launched a Mercedes-Benz SMART online promotion with great fanfare. As a result, there are indeed many orders from the Internet, but only a single digit is actually completed. "One yuan can be placed on the order, and can be canceled at any time. This model of car e-commerce plays a role in advertising marketing."
In Ma Gang’s view, online activities are noisy, and they are far from the real e-commerce, or “pseudo-e-commerceâ€. “The real car e-commerce website should generate real buying and selling behavior with users. The user has to pay the full amount on the e-commerce website. At present, the user only pays the deposit on the website, and then pays the full amount to the offline dealer. The website only plays the role of 'collecting customers', which is essentially marketing. And already." It is reported that this year's "Double 11", from 0:00 on November 11th, users buy cars at the car home at the reserve price, and can pay all the car purchases online.
The industry believes that the financial costs, rent, labor costs of auto 4S stores have increased year by year, and now the profit of 4S stores mainly comes from after-sales. In contrast, car e-commerce has lower cost of selling cars, does not require rent, and has lower labor costs. Therefore, these costs can be given to consumers, enabling consumers to buy models with larger discounts online. This also makes this year's "Double 11" make car e-commerce look forward to.
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