The automotive industry may be the most difficult “bone†in the traditional industry because of many natural obstacles, but it has gradually been “breaking ice†in the wave of the Internet.
Here are a few examples. Just a month ago, the "Double 11" car festival initiated by the Auto House achieved an order volume of 2.6 billion yuan. As of noon on December 2, nearly 12,000 of the 17,776 valid customer orders received had been taken away by consumers. The comprehensive e-commerce Tmall also achieved a total order of 800 million, and the number of vehicles ordered also exceeded 10,000. It is worth mentioning that 15 automobile brands, including Audi and Cadillac, have all entered the Tmall Mall and people lamented the power of the Internet. Although e-commerce is not a little small in terms of selling cars, Vice Minister Li Haigang of Dongfeng Peugeot Marketing also frankly stated in an interview with reporters: “The e-commerce car sales rate is also around 30%. If the accuracy rate can be efficient, then It will be a business model across the board, and e-commerce sales are still in the stage of crossing the river."
After the "Double 11" was over, the car supplier started preparing for the "Double 12". China’s largest car vertical website, Yiyun.com, recently announced that it will join hands with Taobao.com, the largest C2C platform in China, to create a cross-platform online car festival on December 12.
Not only car websites and integrated electricity providers have pushed online car purchase models, major auto companies and distributors have also tested water. As one of China's largest distributors, Vast Motors has taken the lead in launching an e-commerce website, fully integrating its online platform and offline advantages, and successfully delivering its first online car purchase order in the near future. At the same time, Geely and Mercedes-Benz have also begun to explore the road to e-commerce. People in the industry told the Beijing Morning Post that at present, e-commerce vendors still have e-commerce sites actively following up on the passive situation of enterprises. Many electric shock car companies sell on the Internet are also special models, rather than selling on the market. Mainstream models, and the number of such special models is also quite limited.
However, online shopping activities of these websites and car companies are actually turning online orders into offline stores. After all, in the current process of buying a car, the actual test drive and car pick-up are essential for consumers. Therefore, in a sense, the car may not be suitable for online transactions. In the foreseeable future several years, it is very difficult for the automobile electricity supplier to realize the true online experience of online trading and become an independent sales channel.
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