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Recently, the Changan multi-purpose vehicle official flagship store was stationed in Tmall Mall, which is the first commercial vehicle Tmall flagship store in China. Commercial vehicles such as Changan Taurus, Ono, and Oliver can be purchased online. The entire process of online shopping is “determine the model — place an order — pay a deposit — receive a text message — sign a contract with a text message to the 4S store and pay the balance — Mention car - customer service return visit. Compared to the 4S shop on-site car purchase, the advantage of placing an order online is to obtain a $500 discount on a bicycle. For this sales model, dealers have what kind of view? Recently, the reporter interviewed three truck dealers and asked them to talk about their own opinions.
Reporter: It is not new for manufacturers to rely on the Internet to promote brands and sell products, but it is still rare to visit professional shopping websites and open stores. In your opinion, what are the development prospects of this marketing tool?
Zhang Wenshan: From the perspective of future development trends, there is indeed room for sales through online stores. However, at this stage, this method is still relatively advanced. I think it is not a time. The timing of the implementation of the Chang’an commercial vehicle will be time-tested. Therefore, it will not have much impact on the existing sales model in a short period of time. We had thought about selling through the Internet before, that is, setting up our own company's website. However, we discovered that the role of the Internet is more publicity.
Xue Feng: In April and May of this year, I saw a similar message. It was BMW's introduction. It was a physical store that gradually canceled sales in the next 10 years, relying on other networks (such as Taobao, Tmall, etc.) or Establish BMW's own sales website for sales. Of course, all service stations cannot be cancelled.
Chang’an’s approach is to try to use online sales to store online stores. However, for heavy trucks, this type of sales method is less intuitive, and the entire vehicle and details displayed on the website are not comparable to the visit experience of the physical store. Can not touch the real car. In addition, the quality of heavy-duty trucks in China needs to be greatly improved. For online shopping, consumers are most worried about quality.
Ren Fengbao: This mode of operation is more like an intermediary service that you can try to do, but it also needs to be supplemented by better services. There are several problems that I am more worried about: First, selling cars now has regional protection. For example, Henan users go to Beijing to buy cars, Henan dealers get a copy of car invoices at the vehicle management office, and then go to the factory. A report, the manufacturer will be penalized for cross-regional sales dealers. Second, after the user pays a small deposit online, he goes to the local 4S store to pick up the car, which is bound to affect the interest of the store. For example, some users have talked with us about the price before, and asked us to follow the online order after the mobile phone text message to let the price, then who will come out of this money? Many dealers do not make money, and the price war is down. The price of vehicles is very transparent, and it is very difficult for manufacturers to make extra money because manufacturers have already given rebates to dealers. Third, how to gain the trust of consumers. I believe many people have the experience of buying counterfeit goods through the Internet. Trucks are also more expensive production tools. They can't see real cars, and users can hardly dispel their doubts.
Reporter: Everyone is worried about online shopping mainly for the product itself and the existing sales model. That online shopping will not cause competition between manufacturers and distributors?
Zhang Wenshan: I think this is not a way for manufacturers to want to grasp more customer resources because manufacturers cannot rely on their own efforts to sell in the country. After all, investment is too large, and output is not necessarily effective.
Ren Fengbao: There is indeed this possibility. Doing online shop is also for profit, so-called non-profit can not afford to start early, where the profits of the shop from? Distributors are certainly not willing to make profits for online stores. In general, dealers will want manufacturers to develop fewer dealers in a region, so that the more cakes existing distributors can get. If the online store inserts a new deal from it, will the dealers buy it? What is the difference between this and direct sales? If the shop stole the dealer's business, perhaps the dealer would not do the brand.
For users, holding a text message to the store to mention the car, I am afraid there will be resistance to the store, anyway, the deposit has been handed over, it may give them a long time inventory, faulty car. It is also worth noting how the follow-up process operates, such as whether insurance, post-sales, and rights protection are also conducted online. If the online shopping car is broken, who will complain? The actual store that mentions the car is likely not to accept this business, thinking that "I'm not selling, where are you buying from?" If these problems are not solved, the user's buying experience will be greatly reduced.
Reporter: In recent years, online shopping has developed rapidly. Some people even say that online shopping will replace physical stores. Online shopping has two advantages: First, it saves the cost of building a store; Second, it can count customer needs and provide reference for supply. But at the same time, it has many drawbacks and deficiencies. In the eyes of everybody, how should we avoid weaknesses?
Zhang Wenshan: If this model can be done, it will certainly have the effect of reducing the cost of building physical stores, because it only needs to increase the storage function in various places. However, this model is limited by resources. There are many kinds of trucks, and the same model has different parameters. For more professional users, online sales can also communicate with them; if users do not understand the parameters, they cannot choose specific items in the online shopping process. Configuration. In addition, how to discuss the price of online shopping is also a problem. Truck users have many requirements on the size of the tires, the power of the engine, the number of gears in the transmission, etc. If these issues are left to be discussed in the final payment, the price is difficult to determine.
Solving these problems requires more meticulous work by the manufacturers.
Ren Fengbao: Online shopping really saves the cost of building a physical store, but in fact it saves only the manufacturer's cost, and the store is a dealer rather than a manufacturer. As for the convenience of arranging production and sales, for distributors, the purchase volume is based on traditional experience. If you sell well, you should make more progress and follow the market.
I think that if you want to take advantage of the advantages of online shopping, you can use a combination of dealers and websites. For example, if you specify a specialty store and an online store in a certain area, the store will be able to compete with other specialty stores. At least this store is advantageous. Can be more motivated.
Xue Feng: The use of third-party website sales may create a marketing revolution in the future, reduce the operating costs of manufacturers, but also reduce the investment of dealers, consumers will eventually benefit. Because the manufacturer's operating costs are reduced, the price of the product will also be reduced. If the price does not drop, the product quality will increase.
Selling through the Internet can indeed save a lot of investment in the construction of a physical store, including intermediate links. The establishment of a physical store is a matter of shipping goods to the store. This involves shipping, and various risks may occur during transportation. If it is online sales, only the goods need to be delivered to the destination, only the delivery issues, and these risks and costs can be avoided.
There are also manufacturers or dealers who set up their own websites. The difference between setting up a shop on a third-party website is that, first of all, users should go to the website of the brand car they bought to search for information. If users are not sure which brand of truck to buy, then it is necessary to Browse many brands of websites, if at this time there can be a third-party website that specializes in sales to provide information for each brand, so that users can read all brands of information at once, it is more convenient. Secondly, single-brand websites have limited click-through rates and low user activity, certainly not as good as professional-selling websites. Third, a single-branded website is not as good as a professional-sales website. In particular, professional websites have achieved third-party guarantees. The single-brand website does not yet have this function. When the user pays the purchase price, he or she actually has achieved sales. If the user has objections to the vehicle, it may form a trace, which is also the necessity of the existence of a third party.
Therefore, I think that in the use of online sales should walk on two legs, on the one hand to build their own website, allowing users to see a comprehensive product and corporate information on the website; on the other hand relying on third-party websites, to truly achieve the purchase.
Reporter's notes:
Why do you choose to shop online? I believe many people's answers are convenient and affordable. This is a pragmatist's answer.
A dealer said that he had asked why a girl likes online shopping. The girl replied: Online shopping has surprised me every day. This is the view of people who pay attention to enjoyment.
The reporter believes that for online shopping, people have already acquiesced that it is a trend. However, as for the psychological driving force of online shopping, few people have devoted themselves to research.
So, how to make commercial vehicle users choose online shopping? Only by finding the point of convergence between products and online shopping can consumers be moved from the heart.
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