A sudden epidemic, gave birth to the awakening of the automotive people, the tide of subversion is coming in force.
Car market haze days, the automotive industry chain in full emergency
Recently the passenger association released data show that in 2020, the national passenger car sales in January fell more than 30% year-on-year, in February auto production and sales were completed 285,000 and 310,000 units, the national passenger car sales plummeted by 80% year-on-year. This resulted in the biggest one-month drop in China's auto sales.
The epidemic on the dealer channel is a huge blow, according to people and island research shows that 34% of dealers can not support the cash flow for more than three months, can maintain half a year of dealers accounted for 29%, dealers cash flow is highly tense. Due to the epidemic there are many uncertainties, different regions and different hard expenses for each store, the impact on the overall annual profitability also varies. 50% of the dealers said they expect to lose less than 1 million; another 6% of the dealers are more pessimistic, expecting a loss of more than 5 million.
Breakthrough and then stand up, in the continuous breakthrough in the search for metamorphosis
Epidemic is coming, there are challenges, but also pregnant with opportunities. Bearing the pressure of the downturn of the car market and the transformation of the incremental market to the stock market, it has also become an opportunity to force the automobile circulation industry to accelerate the transformation and upgrading of a point.
Dealers have begun to start a new thinking, seeking transformation. From the user to see the car, test drive, car selection, car purchase and other online and offline links, to carry out online marketing, fancy with goods, all reflect the anxiety and transformation of dealers.
According to the information, during the epidemic:
Dongfeng Nissan launched a 24-hour online car watching and online financial services;
Shanghai Automobile Rongwei launched online VR intelligent showroom car watching services and other online services;
Faw Pentium opened a VR showroom and VR car watching services, etc.;
BYD launched a VR online car watching and car talking service live broadcasting Vehicle sales selling points, etc.;
BMW opened a special live broadcast, set up an "online showroom", video real-time online car watching, car appreciation;
Weilai, Weimar, Xiaopeng and other new forces are also carrying out live broadcasting activities and online car watching services ......
Consumption growth, "online car market" has become the main position
According to Ipsos research, demand for private cars has grown significantly since the outbreak, with 66% of consumers expecting to use a private car for traveling and considering purchasing one within six months. The closure of entertainment venues and the cancellation of offline events spawned an increase in online browsing; at the same time, the frequency of consumers accessing car-related information online increased significantly.
For consumers who were "confined" at home during the epidemic, visiting online 4S stores also became their mainstream way of looking at cars. Various online car-buying solutions and door-to-door services were also favored by consumers, especially those in regions with severe epidemics.
According to AutoNavi's big data, in terms of changes in user behavior, per capita PV continued to grow during the epidemic, with an average increase of 25% in per capita PV on all three ends, and per capita length of stay improved by 35%, and online consulting with exclusive advisors for information on vehicles and in-store activities became the preferred means of communication. From the perspective of the columns browsed by users, the most growth after the Spring Festival was mainly in automotive product-related content, and the contribution rate of product-related content to the growth was as high as 95%. Users' attention to automobiles is more focused on the products themselves.
Embracing change, full-scene digital services, helping auto dealers realize digital transformation
When it comes to digital change, AutoNation has once again become a booster for dealers' transformation and upgrading. In response to the predicament of the host factory, AutoNavi put forward the strategic approach of "foresight, foresight, foresight" and launched a series of digital online services.
The epidemic, the motor home and car companies *** with dozens of online live, and through the online 3D super model library for a full range of models to show, enhance the user's attention and product awareness. Through the online virtual store to provide users with online car watching, car selection, booking, car buying services, and strengthened the brand flagship store operation ability, guide lock customer orders. At the same time, Car SmartCloud products provide three major services of intelligent warning, intelligent diagnosis, and intelligent suggestion for car enterprises, and provide guidance on market strategies for car enterprises.
Looking for opportunities in the crisis, a new pattern of China's automobile industry was born in the war "epidemic".
According to relevant data, as of February 9, 2020, more than 15,000 dealers have opened the AutoZone intelligent showroom service, the total number of visitors is growing rapidly, an increase of up to 568% over the Spring Festival, for users and dealers to build another communication bridge beyond the offline. Through a variety of interactive play, it influences users' car purchase decisions and promotes intentional customers to stay in the capital. At the same time allocation, reception, follow up business chain are opened, the formation of the labeling of customers entering the store, and then based on the labeling of the purchasing power evaluation reminders and predictions, empowering the first-line sales.
Motor home through the mobile home page of the two top e-commerce traffic entrances, to help merchants to get more online transaction orders; through the creation of merchants exclusive store, live, small video, a bite to buy a car, etc., to attract users to order, to promote the commodity transactions, and for the merchants to complete the diversion.
If there are enterprises in the past doubtful of online marketing, in the face of the sudden epidemic, digital transformation has become a task that everyone must complete quickly. Only by adapting to the trend of timely transformation, fully embrace the change, can turn the crisis into an opportunity in the winter.
Thankfully, in recent days, policies have been put in place around the world to break down the restrictions on automobile consumption.
The Ministry of Commerce on February 20 has stated that it encourages localities to introduce to promote the consumption of new energy vehicles, and increase the traditional automobile purchase restriction index.
On February 24, the Ministry of Industry and Information Technology issued the "Guidance on the orderly promotion of industrial communications industry enterprises to resume work and production", pointing out that we should actively stabilize the traditional bulk consumption of automobiles and other vehicles, and encourage automobile purchase restrictions on the region to appropriately increase the quota of automobile license plates to drive the consumption of automobiles and related products.
On March 13, the National Development and Reform Commission and 23 other departments jointly issued the "Implementing Opinions on Promoting Consumption Expansion and Improving Quality and Accelerating the Formation of a Strong Domestic Market", which proposed to "promote the transformation of automobile purchase restriction to guiding the use of the policy to encourage automobile purchase restriction areas to appropriately increase the quota of automobile license plates".
Under the policy boost of all parties, China's auto market may usher in good news one after another. The digital transformation of the automobile industry is imperative, and I believe that the car market is warming up and the clouds will see the sun in the near future.
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This article comes from the author of the automobile home car family number, does not represent the views of the automobile home position.