Car companies sell cars in the air: problems still exist in the whole process

category:Finance
 Car companies sell cars in the air: problems still exist in the whole process


Air separation car sales:

Use whatever you can

Outside a Dongfeng Nissan 4S store in Beijing, a reporter from Beijing business daily saw the store door locked. The security guard at the door said: there were still people on duty in the first two days, and now it has been fully closed. We can not resume business until February 10. In fact, affected by the epidemic, more than 90% of the automobile enterprises delayed to return to work due to the epidemic, at the same time, the dealers of various brands in various regions also announced the postponement of resumption of business.

The closing time of the Spring Festival is extended to February 9. The head of Beijing Beichen Asian Games Village Automobile Trading Market told the Beijing Business Daily that it is currently implementing the notice of resumption of work in accordance with the national regulations, and 300 dealers in the market have been completely closed.

Facing the situation that offline stores are closed, dealers have started the online mode to provide services for consumers. It is understood that at present, many 4S stores in Beijing have launched online intelligent exhibition halls. Consumers can have a VR panoramic view of the car, not only can they see the real picture of the exhibition hall, but also can have a detailed view of the appearance, interior decoration, configuration and other pictures of the model, and make an inquiry.

Users can see the actual record of the intended model in the intelligent VR exhibition hall online through mobile phones. A person in charge of a Mercedes Benz 4S store said that the staff in the store had focused on the online service, provided consulting services through the vertical website or e-commerce platform, and solved the process of customers car selection and viewing online through online one-to-one consultation, so as to minimize the offline gathering time, and further promote sales and other services after the offline store resumed business.

In addition to the VR exhibition hall, Tesla also introduces its products to consumers in real time through live webcast. The staff in the store broadcast live on the wheel flow line every day to introduce the functions of the vehicle to consumers. According to Tesla Yizhuang store in Beijing, live broadcast has become our daily work, not only for vehicle performance, but also for test drive experience to provide consumers with the information they need. Beijing Business Daily reporter learned that in order to close the distance with consumers, Tesla stores have established wechat groups to communicate with customers and potential customers every day, and provide car ordering services for interested customers.

In addition to dealers, automobile manufacturers have also launched online car purchase services to cope with the impact of the epidemic. At present, Dongfeng Nissan consumers can view and select cars through the official website, Dongfeng Nissan tmall / Jingdong flagship store, and at the same time, they can apply for and approve online financial services through chebba on February 29. In addition, GAC Toyota introduced that it is cooperating with national sales stores to launch Online + offline full scene worry free car purchase and car use services. Among them, customers can carry out on-line consultation, appointment test drive, payment, loan approval, maintenance appointment, etc.

The reporter of Beijing business daily learned that at present, Dongfeng Nissan, Dongfeng Yueda Kia, GAC Toyota, Beijing Hyundai, Great Wall Motor and other manufacturers are transferring the exhibition hall to the online through official channels and guiding dealers through online platforms.

Select car plate:

Off line process

In fact, the reporter of Beijing Business Daily found in the interview that although the car companies and dealers transferred to online car sales, they mainly focused on customer collection and order collection, most of them could only provide online car viewing, consultation, price negotiation and other stages, but they could provide little help in terms of loans, delivery and car selection.

In the online car purchase process, customers need to go to the store to select a car after they pay the deposit. A person in charge of a joint venture brand dealer said that consumers can choose the car selection process by taking photos and live broadcasting. But in this way, Ms. Wang, a citizen, said that after all, the car is a large commodity, but it is still necessary to go to the store to see it. For a commodity priced at several hundred thousand yuan, it is difficult to determine whether there is a problem with the commodity only through pictures and Videos. When you buy a car in the store, you can test drive it to experience a real car. Many information about buying a car on the Internet is not clear. The most you can see is the price. She said.

In addition, in the licensing process, the above-mentioned salesperson said that the 4S shop in online car purchase can help new car owners to handle license plate inspection and other links, but for replacement owners, they must go to the store to handle the formalities. We also need to evaluate replacement vehicles, which are not available online. She said.

Yan Jinghui, an expert in the automobile industry, said that there was little demand for online car shopping for a long time. Cars are bulk commodities and the experience of consumers is very important. The delivery and other links still need to be implemented offline. The car is not a mobile phone, and all transaction processes can be completed through online purchase. For users, offline experience is essential. In recent years, online mode is difficult to become the main way of sales. The disconnection of online and offline links hinders the development of Internet car sales mode. He said.

Continuation mode:

Getting through the whole process is the key

In the case of overall off-line suspension, the main engine factory and dealers jointly realized the importance of online car purchase platform. In order to avoid the previous problems, more enterprises and distributors began to seek new models, while providing services for consumers, they also hope to bring order growth for themselves.

In response to the epidemic, BAIC new energy launched contactless car purchase. According to the person in charge of BAIC new energy, in addition to providing online consultation, BAIC new energy also provides free on-site car inspection and test drive services for consumers, and arranges separate car selection time for car selection users, and provides separate pick-up and delivery services. Not only that, vehicle licensing and delivery are carried out on-site by relevant personnel to provide safe and convenient service experience for consumers. We are exploring new models of car sales and gaining more experience from them. Said the person in charge.

This is a car purchase model developed for just in need users, which can help customers complete the car purchase without risk during the epidemic period. Ren Yangjian, general manager of Beijing region of BAIC new energy automobile marketing company, said that at the same time, it can also enable dealers to realize the going out strategy and improve the level of store service.

Not only the main engine factory, but also a sales staff of Renault 4S shop said that in order to ensure the safety of consumers, the whole process of the shop can provide contactless service from online purchase to license and vehicle delivery.

The new model born in the special period may become a problem in the future development. Yan Jinghui said that the live broadcast, VR car watching and contactless car buying modes are the solutions launched by dealers to cope with the current epidemic, so that more consumers can contact the online mode and improve their awareness of online car buying. At the same time, manufacturers are also improving the experience and cohesion of consumers, which is of great significance to promote the development of online mode in the future. The users who experience this time will help to promote the later development of the industry to a certain extent. Dongfeng Yueda Kias relevant person in charge told Beijing business daily, online car purchase will provide a new experience for consumers and automobile enterprises. Online sales can reduce customer acquisition costs to a certain extent, extend the brand experience contacts of users, and help dealers sell cars. . However, industry insiders believe that at present, when car companies and dealers move to online sales, they still collect more potential orders. How to get through the offline process that still cannot be bypassed in the sales process is the problem that needs to be solved in the future when the mode enters into normalization. Source: responsible editor of Beijing Business Daily: Chen Hequn ufe63 nb12679

The new model born in the special period may become a problem in the future development. Yan Jinghui said that the live broadcast, VR car watching and contactless car buying modes are the solutions launched by dealers to cope with the current epidemic, so that more consumers can contact the online mode and improve their awareness of online car buying. At the same time, manufacturers are also improving the experience and cohesion of consumers, which is of great significance to promote the development of online mode in the future. The users who experience this time will help to promote the later development of the industry to a certain extent.

Dongfeng Yueda Kias relevant person in charge told Beijing business daily, online car purchase will provide a new experience for consumers and automobile enterprises. Online sales can reduce customer acquisition costs to a certain extent, extend the brand experience contacts of users, and help dealers sell cars. .

However, industry insiders believe that at present, when car companies and dealers move to online sales, they still collect more potential orders. How to get through the offline process that still cannot be bypassed in the sales process is the problem that needs to be solved in the future when the mode enters into normalization.