Auto companies build e-commerce platforms
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"Googles" are eyeing the automotive industry first. This also allows car companies to increase their vigilance against Internet companies and begin to discuss ways to integrate with the Internet.
A few days ago, more than 200 marketing executives from Dongfeng Automobile gathered here in Hangzhou, where Alibaba’s headquarters was located. An e-commerce plan on Dongfeng gradually surfaced and its own established e-commerce platform “Dongfeng Motor Company Electronics Co., Ltd. Business Application Integration Platform is quietly building. On March 28, the "Chexiang Network" e-commerce platform built by SAIC Motor was already on the line. In addition, Changan, Guangzhou Automobile and other auto enterprise groups have expressed their willingness to build an e-commerce platform. Gong Bing, vice president of Changan Automobile, said that in addition to testing hydropower suppliers in Tmall and Jingdong, Changan Automobile will build its own e-commerce brand in the future. Xiao Yong, assistant general manager and sales director of GAC Passenger Cars, also stated that in addition to existing brands, OEMs should also consider building a “brand storeâ€. The dark tide of a car company building its own e-commerce platform is surging.
Article electricity providers path <br> <br> In fact, the electric car business model are mainly three types: First, Lynx, Jingdong represented by the traditional electronic business platform, the second is easy to car, car to home On behalf of the vertical website, the third is for the above-mentioned auto "car sharing network" as the representative of the car companies to build their own e-commerce platform.
"The OTO platform built by car companies can better meet the needs of the e-commerce development in the automotive industry," said Xu Jianda, head of the digital marketing department of Geely Auto Sales. Although the traffic volume of the former two platforms is relatively large, it can generate more sales leads. However, it is difficult for car enterprises to systematically manage car sales leads from the industry, and more only focuses on sales. If car companies build their own e-commerce platform, these data can be combined into a large database, and in this way, customers' information can be grasped and tracked in a timely manner to further increase the sales conversion rate, and at the same time, they can open up all aspects of the post-market to realize the user experience. The promotion.
However, this does not mean that auto makers will quickly replace the first two types of platforms. The person in charge of a car company's e-commerce business said frankly that the company had also considered building its own platform, but due to high costs and other factors, it still can only rely on third-party e-commerce platforms to conduct business.
Auto analyst Zhong Shi analyzed that although self-built e-commerce platforms are more in line with the long-term interests of car companies, they are facing a gap between the degree of specialization and Internet companies, and it is difficult to solve problems through outsourcing and other means. He said that the three types of e-commerce platforms have their own advantages, and they will coexist in a fairly long period in the future.
As a result, when multiple e-commerce approaches are placed in front of them, how to make them differentiated and developed becomes the key to ensuring the maximization of the benefits of e-commerce companies.
"Ambitious" under internet thinking
According to statistics, SAIC Group invested 200 million yuan to build Che Xiang network so far only achieved sales of more than 2,000 vehicles. Calculated from the sales volume alone, the gap between input and income is quite large. However, the focus has been shifted to the decision-making of car companies. SAIC's approach can be described as forethought.
For car companies, the creation of automotive e-commerce is obviously not only about sales, but also about the collection and analysis of consumption information and the control of the entire sales chain. This is very much the same as in the past with the "partners" model of third-party e-commerce. Difficult to get or more need to pay extra costs.
However, through a self-built e-commerce platform, car companies can conduct in-depth analysis of customer information and promote “precise†marketing for different consumers. Zhu Fushou, general manager of Dongfeng Motor Co., Ltd. introduced that “at present, the development of a car needs about 2 billion yuan.†In his view, the analysis of big data based on the Internet will change the traditional user research model, reduce R&D costs and ensure products. Success rate increases.
It is worth noting that, as an e-commerce platform, the future is not just a new car sales business, but also a large number of post-market operations including maintenance and maintenance. “Services such as sales, service and aftermarket are most likely to have a chemical reaction with the Internet in the future,†said Zhong Shi. The practice of self-built electricity suppliers by car manufacturers is undoubtedly trying to control the chemical reaction and the resulting revenue. Take control in your own hands.
Observation selling cars is not the ultimate goal electricity supplier <br> <br> for now, the electric car business a lot of doing one-shot deal, more information is the main stream, although the intention to complete the car, but we still have to The physical store completes the transaction, capital flow and logistics are completed through the offline. Therefore, it is not too much to sum up the e-commerce as the “stagger†of marketing.
In fact, whether or not implementing the “Internet thinking†to enhance the user experience in the entire process is the key to the success of automotive e-commerce. So what can attract users? Maybe it is more friendly online shopping and service booking interface, perhaps a customizable personalized configuration, perhaps a more professional online after-sales service solution, faster response to demand, and a large number of real users experience sharing and Tucao.
Efforts were made to build a self-built e-commerce platform, indicating that auto companies are actively moving closer to realizing the attitude of e-commerce. However, for new things like the Internet, auto makers need a revolution in ideas. As Dongfeng chairman Xu Ping said, “The development of the Internet does not bring opportunities for every car manufacturer. The Internet brings a series of opportunities to car manufacturers based on the ability of these companies to engage with the Internet as soon as possible, actively and effectively. Integrate."