AutoBeta(AutoBeta.net)11/11 Report--

With the official ring of the double eleven clock, the crazy "shopping festival" for the whole country also came, at this moment many e-commerce enterprises in only two hours of total turnover has broken 100 billion, in this era of more convenient consumption, cars have also been added to the ranks of "online shopping". 11.11 In the early morning, Jingdong Automobile released data, so far has been released 10 days of data, new car turnover increased 318% year-on-year.

11.11 During this period, Jingdong Automobile pushed a variety of 50% off new cars to show its home advantage. Once the activity was launched, consumers paid enthusiastic attention to it, and the sales of various categories related to automobiles were also rapidly boosted. At present, the data released between November 1 and 10 is very eye-catching: the turnover of new cars increased by 318% year-on-year; the order volume of SUV models increased 9 times year-on-year, and the aftermarket for car charging equipment, LED headlights and so on doubled.

Under the background of "cold winter" in new car industry, such data forms a big contrast with traditional automobile market. Since 2018, domestic automobile sales have declined, which not only makes the main engine factory headache, but also makes the business of many dealers difficult to sustain. According to data released by the Automobile Industry Association, in 2018,40% of 4S stores fell into a state of loss, due to huge investment in the early stage, high operating costs, coupled with sales at reduced prices for "rebates", resulting in a long-term vicious circle.

Although in everyone's opinion,"online shopping" is that consumers can place orders online, and new cars can be mailed directly to their doorstep. In fact, Jingdong Auto Mall is not a simple car network sales platform, but a network platform + physical store. Consumers can not only understand the vehicle situation through Jingdong Network, but also learn about specific information in physical stores. Simply put, Jingdong Auto Mall is a car store authorized by Jingdong.

Compared with traditional 4S stores, online sales can reduce a lot of costs, because it is "fixed sales", car dealers do not have to spend a lot of money to suppress inventory, nor do they have to spend more stores and sales personnel. At the same time, Jingdong Auto Mall integrates multiple brands for sale together. Its vehicles come from the same sources as traditional 4S stores, all from major automobile manufacturers. Although the purchase price is similar to that of 4S stores, the operating cost is lower than that of 4S stores, so the sales price of vehicles is relatively lower than that of 4S stores.

For example, for a Chevrolet Cruze, the discount for a new car in 4S stores is between 23,000 and 25,000, but in Jingdong Auto Mall, the discount for buying a car can reach 28,000 - 30,000. Other items charge, Jingdong Auto Mall is also lower than 4S shop. Overall, the cost of buying a car is generally more than 5000 yuan lower than that of 4S stores.

Now many new forces have adopted this marketing model, we also often see Tesla prospective owners of the delivery process, not directly to a store, complete the formalities and then drive away, but Tesla through the logistics vehicle to the Model 3 to the designated place of the order, this is what a special delivery model, Tesla's online sales model has been recognized by the market.

In fact, in overseas mature online car purchase sites, you will find that they adopt a one-stop service: in the OK. After purchasing the model, the web page goes to the auto insurance page, where the steps and procedures for applying for claims are clearly written. A variety of payment methods will be displayed, including credit. Card payment, loan application, cash payment, combination payment, etc. Novices can also easily operate.

Of course, the current Jingdong Mall also has its drawbacks, because as a new sales model, the current after-sales service has not yet been improved, and it is planned to be authorized by various manufacturers within this year, and some 4S stores are responsible for undertaking it. At that time, the vehicles purchased by the public through the store can receive regular and comprehensive maintenance, and can enjoy the same service treatment as 4S shop.

It cannot be denied that the emergence of the Internet has caused a major change in the way of automobile sales. New technologies, new consumption patterns and new lifestyles continue to affect a new generation of consumers. Emerging concepts such as younger customers, new automobile retail and new industrial forms continue to emerge, driving more automobile enterprises to join the revolution of automobile marketing mode. At the same time, Alibaba, Tencent, Didi and other Internet companies have also poured in.

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