A dark battle around the new consumption of cars is underway. It has been rushing to enter the new car sales field with e-commerce, and there is also a much-watched Tmall unmanned car supermarket. Recently, Jingdong announced that it will also join the new retail of automobiles. Traditional cars The retail channel is being hit by e-commerce giants and retail giants. In this new competition, auto retail is no longer the world of traditional 4S stores, and there is a watershed in sales patterns and channel layout.
New car retail
Internet, retail giants join the spoiler
Recently, another giant joined the new retail of the car. Jingdong Auto Mall announced that it has teamed up with Qiancheng Jizhi, focusing on the three, four, five and six-line auto markets, solving the problem of sinking the car sales channels, selling cars, and inefficient marketing. All media reporters noticed that since the implementation of the "Automobile Sales Management Measures" on July 1, 2017, brand authorization agents, regional monopoly and other situations have been broken. A time has emerged in the form of car supermarkets, car stores and other forms of selling cars, breaking the original The monopoly of the car 4S shop.
Prior to Ali's big search car, the car is a group of melon seeds, Yi Xin's Yi Xin and other e-commerce representatives, as well as Gome, Suning Tesco and other retail giants have laid out new car retail, Tmall, etc. The vending machine has also been launched in Shanghai, Nanjing, Guangzhou and other cities. It can be said that the current retail business of auto stores is more than the traditional car dealership. At one time, Ma Yun’s new retail concept quickly expanded to the automotive field. The new retail of the car has become a hot word in the industry. Ali, Jingdong and others began to interpret the understanding of the new retail of the car from their own perspective.
So, what are the characteristics of these new retail models compared to traditional 4S stores? The auto business covered by Suning Tesco Auto, which opened in July last year, includes vehicle sales, maintenance supplies, maintenance and after-sales, auto finance, auto insurance, Full-service services such as car rental, operating more than 100 car brands with more than 100 models. Since then, the landing of Tmall unmanned car vending machines has enabled consumers to achieve 'brushing face' self-purchase and 3-day in-depth test. Driving, also subverted the previous model of car retail. The goal of Jingdong is even clearer - not to do one, second-tier market, only focus on emerging markets, launching the 'automobile new retail is three-in-one' solution.
Sinking sales channels
Car brand throws 'olive branch'
The data shows that the main market of China's automobile consumption has been sinking in the past five years. As early as 2013, the sales volume of the third, fourth, fifth and sixth-line automobile market accounted for about 60% of the national total sales. In addition to the policy constraints, compared with the market volume is saturated and limited by the purchase policy, the second-tier cities, the vibrant three, four, five, six-tier cities have become the main battlefield of auto retail nuggets, which is also the whole The consensus of car companies. But for traditional car brands, traditional 4S stores with high store and operating costs are difficult to achieve profitability.
Under the new retail of automobiles, the new 'spoilers' of retail and e-commerce giants have made a big move in the 3-6 line market, attracting the 'Olive Branch' of some car brands. 'Based on Alibaba's new retail advantage, Renault will In cooperation with Tmall, we will cooperate in the new retail. After the Ford, Renault announced in March that it will connect with Tmall's people's goods yard under big data, use digital channels to explore new retail opportunities and enhance the original channels. And efficiency improvement.
Weng Yunzhong, executive vice president of Dongfeng Renault, said: Cars enter the new retail era, but relying solely on online car purchases is not suitable for consumers. Therefore, 'Reynolds' cooperation with Alibaba is to explore new retail areas in sales channels and service channels. The innovative cooperation model. 'He pointed out that offline stores are still an important part of improving the user service experience.
According to Liu Bo, general manager of Tmall's marketing platform business unit, Tmall has received cooperation intentions from more than a dozen car brands since the landing of Tmall's unmanned car dealers, including Ford, Volvo, Volkswagen, Audi, BMW, Mercedes-Benz, Buick and other brands.
Can't replace 4S shop
Increase the car diversification model
Many people think that the entry of e-commerce giants and retail giants will make the living space of traditional 4S shops smaller and smaller. Previously, officials such as Suning, Tmall, and Jingdong also said that the new retail model will be on the existing car sales model. Forming an impact. However, the industry in the traditional auto industry does not think so. In fact, the Suning Tesco car supermarket that landed a year ago did not make a big splash in the auto industry. 'It is difficult to have a new model to replace the traditional 4S shop. And 4S stores are also undergoing transformation and self-competitive improvement.'
At present, traditional car dealers are still the most mainstream, and in line with the pattern of consumer demand for cars. The relevant person in charge of large auto groups such as Guangwu Auto Trade told reporters that Tmall, Suning Tesco and other auto supermarkets can only be regarded as a multi-function. The car service provider, providing test drive, car rental, finance and sales as one. This model complements the traditional 4S shop and can successfully drain the 4S shop. Insiders point out that from the market point of view, the diversified car purchase mode, It is good to compete fully in the market.
The price is cheaper
Lack of quality of service that consumers value
Most consumers say that cars are an expensive and complicated commodity, not to say that they can make decisions after reading them online. Many consumers want to get the services and explanations of professional car salesmen when they buy a car, and choose useful information from them. At the same time, 80% of consumers told reporters that they hope to purchase in the store's physical store, according to the dealer's service level, supporting after-sales support and other comprehensive strengths.
According to the China Automobile Dealers Association, in terms of service quality, consumers' consumption power in first- and second-tier cities is ahead of their time. Therefore, compared with price, service quality can affect their purchasing decisions. From this point of view, selling cars, after-sales New car retailers with insufficient field experience are suitable for developing emerging markets below the third line.
Limited models sold
清理 Clean up inventory for car companies 'new channel'
Careful observation of the car supermarkets that have landed, unmanned car vending machines, etc., can be found that there are many brands sold, but the models are very limited, and most of them are non-hot-selling styles. It can be said that the new retailer's car supermarket, large The store physical store is the same as the current online car purchase platform. The source of supply is the biggest problem that restricts its development. Industry insiders point out that unless the car supermarket and the 4S shop are misaligned, find a good way to promote some of the stock cars, custom models, otherwise Can't compete with traditional 4S stores.
Mr. Li, the brand sales director of a large domestic automobile group, pointed out that 'the most important thing for new retailers to enter is to help car brands clean up their inventory cars.' Since the car source does not conflict with the traditional 4S shop, it is against the traditional 4S shop. The follow-up business of the model (such as maintenance) has been helpful. The reporter noted that this is one of the biggest reasons why some auto manufacturers are willing to cooperate with retail and e-commerce giants.
