Before the "Double 11", a dealer from Dongfeng Nissan issued a paragraph called "Don't underestimate the man" in his WeChat circle of friends - husband: "Wife, you have loaded dozens of pieces into the shopping cart." Something, I will buy one thing tomorrow!" Wife: "It's the same, buy it!" Husband: "X6!" Wife: "Hands!" It can be seen that there are hundreds of millions of losers behind Ma Yun. Children, and behind each of the defeated mothers, there is a man with a stronger defeat.
In fact, online shopping cars are really not a piece. According to reports, the "Double 11" began in just 7 minutes, a Shanghai buyer bought a Cadillac SRX through the car home for 376,800 yuan, becoming the first person to buy a full online car. After the Shanghai buyer finished his work, he was not known by his wife, but what is certain is that people like him who bought the car on the Internet and lost the family, there are many people, and it seems that they are in the geometric progression. increase. The data shows that on the day of “Double 11â€, the total number of orders for the car home reached 37,000, and the total order amounted to 6.054 billion yuan, of which 2488 were sold in full. The volume of the car was confirmed to be more than 15,000 on the same day. The amount reached 1.873 billion yuan; Tmall teamed up with Sina Auto to launch the "Double 11 Car Carnival" and harvested more than 220,000 orders.
Seeing such a big data, many people are very optimistic about the prospects of auto e-commerce, and some even simply regard 2014 as "the first year of auto e-commerce." However, some people in the industry are not so optimistic. They think that the current auto e-commerce transaction seems to be hot, but there are many problems. The biggest problem is that online shopping cars are just borrowing or manufacturing similar to "double 11". The hype of the promotion season is far from being normalized, and people are soberly aware that the label of the fake e-commerce is still attached to the body. In stark contrast to the gratifying data we saw earlier, on the day of “Double 11â€, the stock prices of Auto House, Easy Car and Alibaba all fell by more than 3%. This is a cold water poured by the capital market for auto e-commerce, expressing the lack of optimism about the prospects of auto e-commerce.
Most people in the industry who are more calm and rational believe that in the current market environment in China, automobile e-commerce can not achieve great development. The main reason is that since automobile consumption is still a large consumption in China, consumers need to consider buying large commodities. And the process of weighing the time and comparing the goods can not be realized online; the second is that the domestic credit system is far from perfect, the online shopping has suffered from losses and complaints have been repeated, and consumers have concerns about the safety of the online shopping environment. Third, the car is not once. After-sales service such as consumer goods, maintenance and repair is difficult to keep up. Therefore, although most of the industry is applauding for automotive e-commerce, it is known that once it is realized, it will produce a multi-win effect, but it will be regarded as a distant landscape, but it can be seen for a while.
In fact, at this stage, domestic auto e-commerce is still in the stage of collecting passengers. From collecting customers to trading, from trading to trading normalization, there is still a long way to go, and there are still many realistic tests. In comparison, cars and e-commerce are already very mature markets, and they have gone a long way in the development of automobile e-commerce. Their experience is worth learning from. Some scholars say that in the United States, there is no need to say that cars, that is, a large proportion of private jets are purchased online, and the transaction is completed by means of logistics and delivery. According to the National Association of Automobile Dealers (NADA), 83% of dealers have their own websites. 62% of the dealers with websites have already sold cars online, and 98% of the trading websites are interactive. Consumers can Electronic mailing online ordering, online cash trading, and can be assembled according to consumer demand and delivered within a few days. It can be said that the business model of automotive e-commerce has been fully realized.
The reason why online shopping transactions such as automobiles can be easily realized is that, in addition to a complete logistics distribution system and online payment system, the US market also has a comprehensive after-sales service system and a credit system of the contract society. In the domestic market are still very weak. Obviously, the automobile e-commerce era will first come to the mature market of automobiles and online shopping in the United States, and our domestic market has to wait, when will it arrive, depending on when the market base of the car e-commerce needs to be truly established.
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