The tide of returning to work in many provinces and cities across the country is coming gradually, and many enterprises choose "February 10" as the first day of returning to work. However, at present, the epidemic affects the hearts of all walks of life, and all households still respond to the call of the state and try to go out as little as possible, which also leads to some offline stores, business is deserted and nobody cares. Similarly, for offline sales in the automobile industry, it is undoubtedly worse. Not only is the proportion of returning to work not high, but also in the enterprises that have started, they are also facing practical problems such as shortage of related materials and sharp drop in passenger flow. However, on the other hand, some online shopping platforms, such as Taobao Shopping, Tmall Supermarket Shopping, and Meituan Takeaway, have seen sales growth go against the trend, and even demand exceeds supply. In recent days, many auto companies in Lianhe have also launched a variety of different online sales forms, so some people began to speculate that although the arrival of this epidemic will bring a very big crisis to the auto market, at the same time, will it make more traditional auto companies and dealers usher in the turning point of the development of auto online marketing?
Online marketing with its own characteristics
According to the latest issue of "China Automobile Dealer Inventory Early Warning Index Survey" VIA released by china automobile dealers association, the inventory early warning index of automobile dealers in 20 191February was 59.0%. Although the inventory index decreased by 3.5 percentage points month-on-month and 7. 1 percentage point year-on-year, the inventory early warning index was above the warning line. In addition, referring to the past, 1 month and February are the off-season of the automobile sales industry, and now it is seriously affected by the epidemic, and the sales situation is even more bleak. Therefore, at present, the inventory of major dealers is relatively large.
Not only in any case, car companies and dealers can't sit still. Since 2008, many car brands have increased their online marketing layout in advance in order to reduce the loss of customers.
Among them, the online exhibition hall is the most "simple and rude" way. Taking FAW-Volkswagen Audi as an example, FAW-Volkswagen Audi will launch an innovative reform of "user-centered, digitally empowered marketing system" by building Audi? EP business eco-digital platform breaks the boundary and builds a big ecosystem that connects users and vehicles, empowers dealers and integrates external partners. Consumers can watch the appearance and interior of all the models sold in the store 360 online on mobile phones and computers. Compared with the traditional picture mode, the intelligent exhibition hall can present every detail of the car body to consumers in the form of VR.
At the same time, there are also online sales to increase preferential efforts. The largest comprehensive service platform of China OEM, Wuling Automobile's official digital marketing platform-Linglingbang, users can easily complete car viewing, manual customer service consultation, one-click ordering and zero-contact car purchase online through Linglingbang APP, and they can also pay 9.9 yuan's deposit in Linglingbang to get an extra 1000 yuan for car purchase.
The most attractive thing is Geely Automobile. Geely Automobile announced that it will launch a "car delivery" service for customers all over the country from February 10. Users can pay a deposit of 2,000 yuan online in the official shopping mall of Geely Automobile, the flagship store of Geely car home, the flagship store of Geely JD.COM and the flagship store of Geely Tmall, and they can enjoy the door-to-door service. Customers who have completed the car purchase can also get an activity package worth 3,000 yuan. At the same time, Geely Automobile will launch the activity of paying 9.9 yuan deposit on more online platforms, and you can get the value 1500 yuan gift package when you buy a car, and other popular Geely models such as Jiaji and Bo Yue PRO are also within the service scope. In addition, in addition to "delivering cars to your door", Geely Automobile will also provide additional services such as licensing and insurance, so as to provide customers with a safe car purchase experience without leaving home.
Is online mode really feasible?
In fact, when it comes to online sales, the first thing that editors think of is the new forces that build cars. Take Tesla as an example. In March last year, Tesla officially announced: "It is limiting its global sales channels to online sales. At the same time, it said that this move can effectively reduce the price of cars-an average reduction of 6%. " In this mode, Tesla only has an offline experience store, and there is no 4S store of traditional car companies. That is to say, even if consumers go to offline stores to experience and finally decide to place an order, they still need to place an order on official website.
Moreover, for Tesla, which has implemented online sales in March last year, there has not been a sharp drop in sales. In the whole 20 19 year, Tesla's total output was 365,000 units, which was 43.5% higher than that in 20 18 year. It is worth noting that Tesla's output and delivery reached a new high in the fourth quarter. In 20 19, the output of all Tesla models in Q4 was100000, and the delivery was about1.2000, which was 9. 1% higher than that in the third quarter, respectively.
It can be seen that Tesla has really proved that the online model is feasible in terms of sales volume, which not only allows consumers to restore the experience of seeing and choosing cars in multiple dimensions anytime and anywhere, but also knows all relevant information including models, dealers, preferential activities, and even customer evaluations. However, it can't be ignored that Tesla's main consumers are a group of people who are very receptive to new things. These people have a very clear understanding of their own needs and they know the Internet very well. Therefore, it is no problem for them to place an order online. What they want more is to buy a cheaper Tesla instead of a Tesla with sales outlets all over the country. As for the experience, Tesla's offline stores are only opened in first-and second-tier cities, but they are enough to meet their needs.
All in all, in the past, some traditional automobile brand layouts did not have much determination and strength for online sales, which led to the failure of the successful rise of automobile e-commerce, but it was already an advantageous field for many new forces to build cars. Therefore, for traditional car companies and dealers, it is advisable to refer to the practices of some new forces in building cars, not only selling online, so that consumers can reduce the number of times they go out, but also providing offline experience stores, so that consumers can really sit and feel, communicate face-to-face with sales staff and enjoy more considerate services. This epidemic will undoubtedly become an important driving force to change these brands' practice of "standing still", and at the same time, it will also give car companies and dealers a hint: it is an inevitable trend for marketing promotion to shift from offline to online. Therefore, for traditional car companies and dealers who are not good at this field, making up the short board of online marketing is not only a helpless choice at the moment of the epidemic, but also an inevitable move to meet the next challenges.
tag
The epidemic situation is bringing a noticeable impact on the automobile industry, which is unpredictable, but it must be faced. Although online sales are unlikely to be a panacea to solve the current automobile sales dilemma, it is still the efforts made by brave car companies to reduce risks and even serve the future. In the future, car companies may wish to combine online and offline. On the one hand, car companies continue to deliver brand features and product strength to consumers through a large number of online "buyer shows", or live broadcasts or short videos, so that consumers can learn more about vehicles through online websites, and at the same time, they can complete the processes of vehicle selection, payment and car booking online, effectively reducing the number of trips; On the other hand, it also provides offline services, so that customers can actually experience the quality of vehicles and enjoy perfect after-sales service.
This article comes from the author of Chejia, car home, and does not represent car home's standpoint.