Unfortunately, the ideal is full and the reality is very skinny. The starting point is good, but can you really afford an online car?
First of all, the online car buying platform is nothing more than seeing pictures, parameters, prices and so on. At most, I will give you a VR car or a car on the spot. Many young ladies sell a makeup picture, and the 18 th grade beauty becomes the beauty anchor. What's more, some people followed the trend and imitated Li Jiaqi's passionate live broadcast, shouting at the camera: "Omega, buy! Buy it! . "
However, it is useless. The content and highlights in the live broadcast are far less true and objective than consumers' own online search. This is not buying clothes on Taobao. Did consumers place an order without looking at the real car and touching it? However, no prudent consumer would buy a car with a price unit of 10 thousand so rashly. It's like, your dad threw you a bunch of blind date photos with age, height and education written on the back, asking you to choose one and get married directly!
Car companies may also have a good name because it is too beautiful to promote "online car purchase" just by "watching cars online". In order to give back to consumers, brands can provide on-site test drive, even free of charge.
However, according to the survey, most brands don't even have an online reservation, or they don't leave a phone number during the promotion. The consumer finally knew how to make an appointment, and then was told, dear, this service is not supported in your area, or the home test drive cannot be provided normally due to insufficient allocation of dealers and vehicles. In short, it is impossible for most consumers to really enjoy the door-to-door test drive service.
In fact, it is not a year or two since car companies tried to sell water online, and the concept of new retail has been speculated for so many years. In the past two years, the idea of Tmall unmanned vending machine was also quite good, but in the end it went away. In this extraordinary period, I really want to sell cars online, but it is difficult for consumers to pay for this temporary online car purchase model.
To take a step back, even if consumers have a heart and an established model they want to buy. But the so-called preferential policies for online car purchase are nothing more than two or three thousand car price concessions, more maintenance, or insurance, purchase tax, loan concessions and the like. If such a policy is sold at the official price, it is not very attractive.
In contrast, the traditional car purchase mode has more flexible space, and the effect of face-to-face negotiation is often more real than the official offer. According to their actual situation, each dealer often has different degrees of discount, which is far less than buying a car online.
Generally speaking, the so-called online car watching, the real feeling is completely obscene; The so-called door-to-door test drive is harsh and ineffective; The so-called online exclusive offers are full of routines. Consumers spend a lot of money to buy a car, and there is no good product and service experience. The real discount is far less than offline. Is it really as simple as buying a car and lipstick?
Of course, some people say that the main purpose of car companies is to test water network marketing and prepare for the alleviation or end of the epidemic. That is to say, the so-called "online car purchase" promoted by car companies is not for selling cars? Just selling advertisements? Didn't we agree to solve the urgent needs of consumers?
It is undeniable that with the rise of the Internet and logistics industry, automobile e-commerce will be a new model of automobile sales in the future. Only from the current performance of car companies, online car purchase is more like a helpless move taken by car companies to cope with the epidemic, and it is quite rushed to the hospital. Before the preparatory work is done, car companies will exaggerate and lure curious people into the game. Unfortunately, the fake is fake, and the disguise should be peeled off.
For cars with commodity attributes, it is of great significance to individuals and families, and most Chinese people are conservative and stable. It is difficult for everyone to have the impulse to buy a car only by virtual visual enjoyment. Needless to say, many car purchase procedures cannot be realized by the Internet alone. After all, the ultimate goal is to change course. In this case, why not choose to buy a car directly in the traditional 4S shop after the epidemic?
In fact, many car companies may also know that online car buying activities can only bring some data and traffic, and rarely bring actual trading orders. But knowing it is useless, the reason why they have to do it is nothing more than giving leaders confidence and comforting dealers.
In extraordinary times, car companies are struggling and consumers are struggling. But don't take selling cars online as follow-up marketing in a special period. Think about the reasonable car buying scenarios that consumers need, so that consumers can buy cars conveniently and car companies can sell cars effectively. That is the real consideration for users to "buy a car online".
Text = Lin Jing? Editor = Jiang Xiaowen
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This article comes from car home, the author of the car manufacturer, and does not represent car home's position.