·The car company's double eleven: car e-commerce deep cultivation circulation closed loop

At the moment, the "Double Eleven", known as the "Internet Shopping Festival," is attracting attention from major automakers. Take Tmall as an example, it has attracted more than 40 car brands, and more than 300 models have joined the scale last year.
At the Global Automotive Forum held in mid-October this year, Hu Bo, chief marketing officer of Volkswagen Group (China) Greater China and ASEAN region, said: "This year's 'Double Eleven' will be an inflection point for Internet marketing." According to Volkswagen According to the auto survey, 70% of Chinese consumers have the willingness to buy a car online, while in the US it is only 34%, Germany is only 36%, and South Korea is 48%.
Therefore, the current automotive e-commerce platform is no longer limited to online display and other functions. More and more e-commerce platforms are incorporating trading links into the platform, and the penetration into the automobile circulation is deeper.
Car companies are keen on e-commerce sales channels Compared with last year, this year's "Double Eleven" attracted more participation from car companies. According to statistics, there are currently more than 50 car brands and 300 models participating in the “Double Eleven” activities of various e-commerce platforms.
Among the many car companies involved in the “Double Eleven” car purchase season, Qoros Auto hopes to break through the sales deadlock through the car e-commerce; Dongfeng Nissan enters the Tmall flagship store and plays the “Double Eleven Purchase Car Season”; SAIC Volkswagen, SAIC Brands such as GM and Dongfeng Peugeot also use Tmall "Double Eleven" to launch different promotions.
Previously, Yiche.com and Guangqi Honda cooperated to launch the customized model of the 2014 Collector's Edition Odyssey, which will be exclusively sold at the Auto Mall. The E-Car will participate in the pricing, dealer selection, auto finance and even used car repurchase. Form a "closed loop" in automotive marketing.
The enthusiasm of young people for Internet shopping has also attracted the attention of car companies.
“97% of young people shop online at least once a week.” Hu Bo said that young people have become an important force in buying cars in recent years. The Internet will usher in the peak of car sales from this year's "Double Eleven".
Hu Bo believes that “the advantages of the traditional model are decreasing, and the physical experience and virtual display should be combined.” With the deepening of the influence of the Internet, dealers may need to reorganize their positioning and complement the advantages of Internet companies.
E-commerce wants to build a closed loop of car circulation. In fact, it is not just dealers who need to find a position. Since the beginning of this year, with the further popularization of the concept of automobile e-commerce, more Internet companies have begun to experiment in many ways.
In addition to Tmall's cooperation with Sina Auto, Yiche.com signed a three-year cooperation agreement with Guangqi Honda in September this year. It will be exclusively sold on the Easy Car Online for vehicles customized for online car buyers.
"Product pricing, user research, competitive product analysis, these are all things we are good at." Tu Yongmei, assistant to the president of the company and the general manager of the mall business department, told the reporter of "Daily Economic News" that the Yiche Mall also promised two years. After that, I bought the Odyssey with 65% of the used car residual price.
“The risk of (vehicle repurchase) does exist.” Tu Yongmei admits that the cycle of repeated purchases of cars is long and it is difficult to track consumers. The business that is included in the repurchase of used cars can be more accurately launched when consumers make car-change decisions. New car sales.
However, in the view of Lang Xuehong, deputy general manager of Xinhuaxin Automotive Research Solutions and director of the Industrial Coordination Department of China Automotive Distribution Association, most e-commerce platforms are now more like sales promotion platforms in sales, even if car companies are released on this platform. Customized models, more are just trying. At this stage, the Internet is truly integrated into the automotive circulation, and it is necessary to find a combination point in the current network model of the current car dealers and dealers.
Another vertical website that is keen on car e-commerce, the car home, hopes to break through in the payment process. Ma Gang, the vice president of the car home, said in an interview with the media: "The real car e-commerce website should have real buying and selling behavior with the user, and the user must pay the full amount through the e-commerce."
"Internet e-commerce is still unable to bear the car sales alone in terms of channel coverage and circulation layout." Lang Xuehong told reporters that e-commerce now relies more on "promotion" and "price" to sell cars, which is not normal. Car sales.

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