·Online low-cost car purchases don’t just look beautiful
While the enthusiasm of online shopping is so high, it also makes automakers feel excited. However, the concept of car e-commerce has been called for many years, but there has never been a home appliance company that can truly realize online order purchase. According to media reports, in this year's "Double Eleven" promotion war, the battle between Tmall and the car vertical website such as the car home and the car network was once again ignited, and they all threw out "super low-cost car purchase, online full-scale car purchase and Price subsidies and other killings attract consumers' attention. Among them, the car home has sacrificed a "5 fold spike" trick. Before the "Double Eleven", a special car was launched every day to attract the attention of consumers. After several years of development, the "Double Eleven" has evolved into a shopping carnival for all. High Speed Door For Intelligent Garage Use Garage High Speed Door, High Speed Garage Door, PVC High Speed Garage Door, Aluminum High Speed Garage Door SHENZHEN HONGFA AUTOMATIC DOOR CO., LTD , https://www.hongfarrud.com
It is undeniable that car e-commerce does have consumer demand. Because of the inherent shortage of traditional car sales models, the problem of buying expensive cars and repairing cars has always plagued consumers. How to make the e-commerce platform act as a "price butcher" for consumers in this respect, innovate the traditional car sales model, solve the problem of "just look beautiful", and make the consumer is the key to the success of the car e-commerce.
E-commerce changes the traditional mode of automobile marketing. Every year, the “Double Eleven†is the time when major manufacturers are staking. In all the areas of electric shock in traditional industries, auto e-commerce is undoubtedly the most promising space and potential in the future. one.
Last year's "Double Eleven" auto e-commerce was successfully "detonated", and this year's auto e-commerce competition is more intense. In this year's "Double Eleven" promotion war, many e-commerce platforms launched low-cost car purchases, online full-scale car purchases, and even some professional car sites joined the battle group. Not only did Tmall e-commerce and Sina Weibo go hand in hand, but the car home and the easy car also joined the war as a vertical website.
During the "Double Eleven" period, the car home and Sohu Auto's website have launched their own car carnival, and the different models of major manufacturers have marked the price reduction and the amount of money in a conspicuous red font. Not only are there large cash offers, but these sites also increase sales by giving oil cards and car accessories.
However, the discounts on the different models of the same model are not the same. For example, the same paragraph of the 2013 Cruze 1.8L SX AT model, Sohu car straight down 23,000 yuan, while the car home preferential efforts, the price cut 28,000 yuan. What factors are causing the difference in the discount rate of different car e-commerce in the same model? Sohu Auto's Cruze sales staff said that the 23,000 yuan discount is only a profit-making activity for the car purchase festival. If the customer intends to purchase a car, more discounts can be entered into the store for details. However, another salesperson said that there is no difference between the online promotion price of the group purchase price and the double 11 promotion. This highly equipped Cruze has a discount of 28,000 on weekdays in our store.
Unlike other e-commerce companies, the emergence of auto e-commerce is a change in the sales system of the entire auto industry. To some extent, the success of auto e-commerce is closely related to the changes in the auto industry, so this will be e-commerce. A bone that is difficult in the industry.
Online shopping for low-cost cars seems to be just "looking beautiful"
However, when buying a car at a low price or just the wishful thinking of the consumer, many consumers will encounter more or less “blocking†when they go to the 4S shop to buy a car at a low price. It is understood that many 4S stores agreed to participate in the crazy car festival last year, and indeed gave huge discounts. However, the "Double Eleven" was only started for an hour. There are 4S shop owners who said that there are quite a few phones to book a car, but the car is not enough, there is no spot. In the end, it can only be the car website to find dealers to coordinate the transfer of goods, and then come up with "fuel card" and other items to smooth consumer dissatisfaction.
In addition, there are consumers who prepaid the deposit on the car website, but when the consumer went to 4S to pay the remaining amount to pick up the car, some 4S stores did not recognize it and began to shirk responsibility. These disputes will undoubtedly end up on the car website, and the website can only coordinate and communicate.
The reason for these situations is mainly because the current car prices are mainly determined by dealers everywhere. According to industry insiders, the e-commerce platform is more of a role to bring consumer groups together to provide consumers with consumer clues. Whether or not they place orders through e-commerce platforms, the operating costs of dealers will not change.
Ma Gang, vice president of the car home, said that the car e-commerce looks very beautiful. When the car e-commerce really penetrated into all aspects of the automobile industry chain by means of the Internet, it was discovered that the industry was too deep and changed any small details. Faced with enormous difficulties and challenges. But only if you really have experienced this, can you better understand the rules of operation that car e-commerce should have.
Online shopping cars do not impulsive consumption Many consumers understand that when shopping online, just click the mouse and change the order easily. However, for the tens of thousands of yuan or even hundreds of thousands of yuan of car products, it is too rash to rely solely on the purchase method of the "dot mouse" of the car buyers.
Although this is the sixth year of the "Double Eleven", compared with other products, car video is not only huge, but not necessarily sufficient. Therefore, whether it is a professional platform such as Tmall and Jingdong, or a vertical website such as a car home or an easy car, they have not really won the two camps.
According to industry sources, the previous "Double Eleven", there are e-commerce platforms have launched Mercedes-Benz smart online promotions, Ding Dang from the Internet is a lot, but one can really complete the purchase. He said, "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."
Therefore, when consumers buy cars online, they must pay special attention to avoiding gimmicks and avoid impulsive consumption. The Consumer Protection Law stipulates that “operators use the Internet, television, telephone, mail order, etc. to sell goods, and consumers have the right to return within seven days from the date of receipt of the goods, and there is no need to explain the reasons.†If you only charge a deposit, you are actually paying the advance payment, which does not meet the 7-day return policy. Unless it is the full payment online, and there are cases where the merchant delivers the car to the door, it is within the scope of this regulation. Due to the special nature of automobile products, returns affect secondary sales, so it is likely that many disputes will arise in the future.