Blue Pine: Maxus G10 available online
Following passenger cars e-commerce, they opened commercial e-commerce provider model.
"We are the first e-commerce marketing model using O2O for commercial vehicle enterprises , is the first to get the new car directly online selling business. "After February 28, SAIC MAXUS G10 conference, the company's total commercial vehicle SAIC Blue Pine manager told reporters.
MAXUS sold the car on the web, due to SAIC's e-commerce strategy. Optimistic about the prospects for the development of e-commerce SAIC, the registered capital of 200 million yuan set up the Chinese automobile market will be the first e-commerce platform O2O "car sharing network" will be formally launched on March 28, and MAXUS coincidental SAIC became the first Batch settled "car sharing network" brand .
Settled in the car sharing network, is MAXUS started in e-commerce. "Our next step will be to enter the Lynx, Jingdong and other e-commerce market is currently being studied." Blue Pine said.
However, the traditional car companies have good cloth before the next online dealer network, which also makes auto companies though have in the early days of the cat, Jingdong, Suning Tesco shop, but a greater effect on the actual sales promotion effect, what kind of model more suitable for automotive electronics? How to balance the interests of online and offline? These problems are not resolved, the car can not really coming age of electronic commerce.
Bursting commercial ceiling
"In addition to Tesla, but has yet to see which company will be the first product listed on the online selling." Blue Pine said. Online car dealers, for MAXUS , the most hope to solve the problem is to attract young and trendy consumers. And behind this is a commercial enterprise to seek a breakthrough trip.
More than three years ago acquired a British manufacturer of light commercial vehicles LDV -related auto industry after the company's business, SAIC has created MAXUS . With the hope that the field of European SAIC passenger is still in a dominant blue ocean, fill yourself short on board commercial vehicles.
It should be said, European passenger car market three years ago, it is indeed showing a blue ocean. Only two main competitors opponent, Jiangling Transit and Nanjing Iveco, both of which were up an annual profit of several hundred million yuan.
However, compared with three years ago, great changes have taken place in the field of European passenger cars. On the one hand European high-profit light passenger car market, because competition is gradually being squeezed, on the other hand, the overall expansion of the total European market size light passenger bottleneck.
2014 MAXUS plans for 25,000 sales, an increase of 115%. But from the late goal SAIC sold 100,000 developed "five" is still a far cry.
Wide-body passenger has a broad market prospect. According to a given set of data blue pine, a total of 300 million people in Europe, the market size wide-body passenger has 500,000; If this calculation, with a population of 1.3 billion Chinese market, the market size of annual sales of at least 500,000 to 1,000,000 . However, the current European light-off in sales of only 130,000, of which the largest selling Jiangling Transit last year's sales are only 67,000.
Chinese and European sales and the poor, the main reason is the market is not fully open. In Europe, the wide-body passenger is a private purchase, but in the country, mainly as a means of production. With the release of the two-child policy, blue pine optimistic that the era of the private purchase of wide-body passenger coming.
"We conducted a G10 configuration upgrade , also considered in the design of the home factor, according to our plan, 30% should be a private user. "Blue Pine said, but private users will be little or impossible to commercial The channels to buy. And if you open up a channel individually for G10, will increase costs, and the timing is not allowed.
Line under the balance of interests
How to ensure that the premise of the existing reseller channel 126, to achieve a breakthrough private consumer market? E-commerce should be a good choice. If the launch of the 4S shop more suitable family car "Fashion Edition" is bound to increase the dealer's inventory, and from the manufacturer's point of view, it is difficult to judge the consumer can not accept it.
"The launch of the online version, and indeed we can enter the home of a passenger survey." MAXUS related business official told reporters. In this online program developed MAXUS , the first online and offline to ensure a balance of interest, the principle is to increase online sales revenue for existing dealers, rather than grab the existing dealer market. This is consistent with the "car sharing network," the mind coincide.
"Car sharing network" is invested by SAIC established business platform, different from the days of cat and Jingdong, car dealers enjoy the online shop are SAIC, and SAIC currently only four passenger car business, the eight passenger car brand, it has more than 2,000 dealers.
In MAXUS , for example, the National 126 car dealers enjoy online shop. Consumers buy a car, you can search for the nearest 4S shop, pay a deposit via Internet to enjoy online deals, to test and put the car 4S shop, 4S shop to enjoy the services provided. In this regard to protect the interests of dealers, because consumers generally do not choose too far away from their stores, on the other hand, the dealer on their website publicity benefits and services can, in fact, to enhance the promotion of dealers services to attract more customers.
At the same time, the initial MAXUS G10 is not all models are sold online, selling online is G10 fashion version, different from the Executive, Deluxe Edition, Elite Edition line under three models. G10 is a modern version of Internet users specifically tailored online sales models, and other models compared, G10 is more stylish version of the younger, more tend to the needs of the family car, in terms of configuration or colors are more interested in home prices also differ with the offline version.
Their grasp channel
"Compared with the Lynx, Jingdong and other electricity providers, car sharing network to provide real-time inventory information is more accurate." Car sharing network Li Lijun, director of public relations, told reporters, because in the car to enjoy the online equivalent of information between the dealer get through, so can easily search to dealer inventory information.
Meanwhile, the biggest benefit car sharing network, the model can make decisions by themselves, manufacturers can balance the interests of their own chain. Instead, manufacturers in the early days of the cat, Jingdong shop, because the information is difficult to grasp, in addition to the price system is no defense, even regional sales are difficult to control. Because of this, many manufacturers are watching previously, some only e-commerce platform as a propaganda tool against the manufacturers and some dealers also have online sales.
As of last November 11, Lynx launched car festival, successfully sold 3430 cars. However, most online sales are negotiated under manufacturer customers just go online a situation. Then manufacturers use in online sales data for marketing campaigns.
In addition, more importantly, compared with the Lynx, Jingdong electricity supplier, enjoy online selling cars in the car, can no longer be Lynx, Jingdong and other large channels contain. "The problem is that although the Lynx opened their own brand's flagship store, but still did not feel the channel in their own hands, the rules of the game set by the Lynx, manufacturers can only follow them." A factory official told reporters.
Automobile manufacturers have seen the Lynx opportunities. Since then, more and more car manufacturers out of the Lynx shop, shop Jingdong, Suning Tesco store. However, manufacturers fierce competition into the electricity supplier, while the cost of electricity providers have also gone up.
Before last July, Lynx flagship store rebate extracted according to the number of sales per sales car sales extracted five thousandths of a 60,000 yuan or so cars, the cost is paid about $ 300. However, after last July, Taobao change fee way to start a fixed fee, in addition to 100,000 yuan deposit, the annual fee for each car flagship technical service fees 700,000 yuan.
This allows manufacturers to sell cars in the Lynx vehicle allocated to cost of sales is very high, and general online car prices are generally lower than the store, which led to selling cars online automobile manufacturers do not make anti-deficit. "In the days of cat, Jingdong on selling cars, we scored the cost of marketing costs will actually squeeze our advertising." Some manufacturers related staff admits.
In contrast, manufacturers of e-commerce platform, focusing more on long-term interests. "We did not consider profitable, just want to get things done." Li Lijun told reporters
