25 car companies to seize "ecommerce" channels

After Guangqi Honda introduced the concept of 4S stores in 1998, such car sales basically became the only channel for consumers to purchase cars. However, with the popularity of the Internet, e-commerce has become a new marketing channel for the automotive industry. For car companies, expanding e-commerce platforms not only allows them to save on construction costs such as physical stores, but also promotes brand awareness. Based on this, more and more car companies choose e-commerce.

According to analysts in the industry, car companies are only the beginning to seize e-commerce channels. In the future, with the rise of new carriers such as the mobile Internet, it is an inevitable trend for major car manufacturers to increase e-commerce channel input. China Netcom has found out that car companies that have entered e-commerce have found that car companies that are involved in e-commerce have mainly promoted through two forms. One is to use existing e-commerce platforms (such as Tmall, Suning, etc.), and the other is to Build e-commerce platform. According to statistics, a total of 25 car manufacturers such as Volkswagen and Toyota have entered e-commerce channels, most of which have chosen to build e-commerce platforms, while SAIC Motor has chosen to spend 200 million yuan to build a new platform.

With the help of self-built car companies, they enter the e-commerce business area in two ways. In the existing e-commerce platforms, each car company has entered B2C websites such as Tmall, JD.com and Suning.com, and cooperate with unique marketing and promotion to help sales to further Promote. In the traditional B2C website, the vertical website is also an option. According to some public data, the number of orders generated by e-commerce during the “Double 11” period last year was close to 100,000 units. In addition, on the basis of the established platform, SAIC Group opened up another way. In March of this year, its “Chexiang Network” was formally launched. The investment amount of this project reached 200 million yuan. It has also become the first of the major car companies to establish electronics independently. Business platform business.

Major cart companies stationed in e-commerce platforms such as Tmall, Jingdong, Suning and other e-commerce platforms, and dealer sales there is a certain difference, the traditional dealership is more concerned about the channel construction, and e-commerce is for direct sales, two The integration between the vehicles enables the vehicles to achieve online and offline links. At present, Tmall and Suning Tesco have become two e-commerce platforms with more car companies. As Jingdong opens its automobile business, its future will become a gathering place for major car companies. According to statistics, the current joint ventures including the Volkswagen Group and Toyota, as well as independent brands such as Geely and BYD, have chosen their e-commerce layout. In addition, it is worth mentioning that Volvo and other vendors have opened up services such as car rental platforms, and such an approach will greatly help improve the "customer experience."

SAIC Motors spends 200 million RMB to build e-commerce platform. Consolidating its brand name Unlike most manufacturers, SAIC Group has chosen to establish an independent platform in addition to its established platform. In March this year, the first OTO (Online To Offline) e-commerce platform created by SAIC Motors, Inc., was officially launched. According to the data released by SAIC, the platform has spent 200 million yuan to construct the platform, which is intended to integrate existing resources and provide better services to users. SAIC Financial, in an interview, said: "If you do not comply with the current trend, there will be The dinosaurs that may become traditional, are large and rigid.”

In summary, we can see that the campaigns for the layout of e-commerce by major car companies have just started. As consumers’ reliance on Internet shopping continues to increase, we may see online “ordering” in the future, and new ways to deliver goods directly to the door will emerge. For major car companies, whether they are stationed in existing e-commerce platforms or new platforms, better publicity and sales promotion are the ultimate goal of seizing the e-commerce platform.