On February 1 day, Dongfeng Nissan provided car owners with door-to-door pick-up and delivery services for maintenance and online car inspection services. On the same day, SAIC Skoda also provided an online car inspection service. They are not special cases. Since February 1, many car companies have begun to provide similar "online car viewing" services.
On February 3rd, SAIC Roewe and its joint dealers launched online car sales services such as online VR intelligent exhibition hall car-watching service, so that consumers can "see, try, buy, guarantee and repair" without leaving home during the epidemic. Similar actions include FAW/GAC Toyota, Geely, Great Wall, Volvo and other brands. Among them, Volvo officially announced that it will focus on online sales mode in the near future and sell cars through VR online and online live broadcast.
Speaking of live broadcast, we have to mention Weilai in the field of new energy. As early as February 1, Beijing Weilai Center launched a live broadcast, allowing an anchor to drive Weilai ES6 from Yizhuang Weilai Delivery Center to Beijing Daxing Airport, and convey Weilai's wishes to all the audience in the live broadcast room through a 44-kilometer one-way trip.
It can be said that from online car viewing to door-to-door test drive, from providing financial services to online transactions, from valet licensing to car pick-up, from door-to-door car maintenance to car pick-up, today's car companies can be described as online services. But one action is as fierce as a tiger. The final result is super god or zero, right? In this regard, we might as well look at the actual effect.
Online car purchase has been regarded as a development trend in recent years, but from the actual development and transaction results, this is not the case. From 20 16, the pure car e-commerce model appeared one after another, first Ali car, then "buy a good car" and finally easy car, all of which ended in failure without exception. In addition, similar phenomena are not only found in the China market.
Rolanta de Wald, general manager of Ford European passenger cars, said: Although there are many online consultations, in the end, most people will choose to go to the dealer to buy a car on the spot. Although the words are short, they tell all kinds of embarrassment of car online shopping.
Steve Yang, president of ICDP, an international automobile dealer research institute, once said: Our survey shows that few new car buyers will complete the whole transaction process online, and most people only complete part of the car purchase process online. In other words, for most people, the pure e-commerce car purchase model is unacceptable.
Theoretically speaking, online car purchase procedures are convenient, allowing consumers to complete car purchase without leaving home. Why not accept it? If consumers are worried about the quality of the vehicle, with all due respect, how many people can really tell whether there is something wrong with the vehicle when buying it? If consumers are worried about after-sales problems, with all due respect, your car is the same after-sales at the scene-pit. So, what is the problem?
When shopping, consumers always have a kind of "fear", afraid that money will be wasted, afraid that the product has quality problems, or they don't really like the product, so we often say that shopping needs "impulse". Under this premise, it is really difficult for a consumer to do "shopping without physical objects". Moreover, car online shopping is different from Taobao shopping. In addition to the lack of "buyer show", it is also an important part of buying a car. Therefore, it is unrealistic to oppose buying a car online and offline.
Why is it easier to buy a car offline? Imagine a salesman brainwashing you before selling, and you can intuitively experience the power of the product during the test drive. After buying a car, the owner can freely choose maintenance, which is completely in line with the "impulse" and "freedom" of shopping. On the other hand, online sales of automobiles completely lack these key points. Therefore, if online sales want to be successful, it must be combined with offline sales.
On the one hand, car companies constantly convey brand characteristics and product strength to consumers through a large number of online "buyer shows", or live broadcasts or short videos; On the other hand, by improving the online platform, consumers can learn more about vehicles through online websites, and can complete the processes of car selection, payment and car booking online; But more importantly, it is necessary to integrate online and offline, reduce customers' trips through online channels, and provide offline services so that customers can actually experience the quality of vehicles.
For example, in this epidemic situation, improving online product information will enable customers to have a deeper understanding of products, and then deliver offline non-contact remote services through online mode. Taking Euler brand as an example, it provides online car inspection, consultation, on-site test drive, insurance licensing, home delivery and other services. Customers can realize offline contactless test drive service online, which will not add chaos to the epidemic situation, but also satisfy the desire to buy a car. Isn't it killing two birds with one stone?
At present, the domestic automobile market has been transferred to the stock market. Undoubtedly, it is an excellent way to digest excess productivity and expand sales channels. So from this perspective, online sales is definitely one of the trends. However, just as Taobao online shopping was not accepted in those years, it takes time for consumers to gradually cultivate their acceptance of new things and consistent consumption habits.
(Image source network, invaded and deleted)
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.