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"Shuang 11" smoke has not scattered, the field of automotive online shopping is also a hot. According to the statistics of the reporters, yesterday, there were only 16 car brands that Tmall participated in online shopping, including nearly 400 main models. The shopping mall “Double 11†initiated by Taobao has spread to Jingdong, Yixun and other super e-commerce companies. Professional auto websites and portal websites are not to be outdone. Auto homes have taken the lead in declaring war. Sohu, Netease, and other portal websites have also joined one after another. The "Double 11" automobile e-commerce wars are numerous and complicated.
Since last month, advertisements on "Double 11" online car purchases have been overwhelming on e-commerce platforms such as Tmall, Autohome, and EasyNet, and "Double 11" online promotions have been recommended to important web pages.
Popular hot sales limited:
It is not difficult to find that browsing the major websites, some of the auto brand marketing activities on the Internet are the "limited edition sale", "new car starting", "high with models" as the theme.
Jinling Evening News reporter saw on the Lynx, including the Cruze hatchback, Dongfeng Citroen new Elysee, Bakeang Orange Lynx limited edition and other new models have debut on the "double 11" page.
The Jinling Evening News reporter made a point to the website of a certain brand of car purchase. Its online customer service stated that the 500 yuan displayed online is an activity deposit. After the consumer pays, the website will send the owner’s verification information back to the local physical store participating in the event. , The physical store will further determine the car with the owner of the car information, and then paid off and mention the car are in the local activities to participate in the operation of the store, the online deposit of 500 yuan will be folded into the car section.
Customer service also told reporters that if you book online, you can also get the original car film and child seats, which are not gifted in physical stores.
Behind the seemingly fiery promotions, there are not many people under the deposit.
The reporter saw from Tmall's related pages that the highest sales volume of the current deposit is the “1111†special bonus Buick Enkela. In the pre-sale period of nearly one month, the national sales volume was only 835 units.
Compared with the situation where platforms such as Taobao were hot and sales were relatively flat in the previous two years, the online auto sales attempts of various professional auto websites this year have achieved unexpected results.
Jinling Evening News reporter saw on the official microblogging of the website of the website of the car festival. As of 9:34:05 AM on November 11, a total of 8027 vehicles were ordered, and the order volume exceeded 1.2 billion.
Promotional price advantage is limited:
The smoke smell of this year's "Double 11" World War II can be smelled half a month ago. In the e-commerce brand search bar, there are joint ventures and autonomy such as Dongfeng Peugeot, Buick, Chevrolet, Beijing Auto, BYD, and Shanghai Volkswagen. Brands, there are also some high-end luxury brands such as Mercedes-Benz and Audi.
The major e-commerce companies started to launch large-scale advertisements in October and concentratedly laid out the major traffic portals of the Internet.
The “Double 11†promotion node is not limited to the 11th of November. Some e-commerce companies have started to register since late October. After the “Double 11â€, they will continue for a period of time. More than a month.
According to the preferential policies found on the Internet, some models do increase their discounts, but there are also many models. Although the described price incentives are very attractive, the actual promotion efforts only look beautiful.
At the time of the reporter's investigation, an independent brand claimed that all models of the vehicle could participate in the "Double 11" event, but after the reporter called the 4S store, the salesman said that in fact only the minimum price of this car can enjoy a price. The other two high-profile models still have to go to the bargaining price, he suggested that reporters directly to the 4S shop orders.
Order data has moisture:
As for how many orders are real and effective online orders, many people are skeptical. "A lot of orders were placed in the shop and they went to the Internet for the lucky draw." An anonymous salesperson told the Jinling Evening News reporter on the phone.
The reporter found out through the payment records that in the sales data of Tmall and other sales platforms, a large number of orders originated from the POS machines of the 4S shop, and the real online orders did not dominate the mainstream.
At the same time, there are sales staff told reporters that they will guide consumers to shop to pay the deposit to the site in order to enjoy the prizes provided by the site.
A 4S shop salesman of a joint venture brand said that the price of the participating vehicles must be discussed with the 4S shop, and online orders are only an opportunity for more lucky draws. "Actually, with the exception of very few models, the discount rate for most models is similar to that in the store. We are also thinking about the interests of consumers so that they can get more prizes."
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