It is also a "double 11". In this era of almost all online shopping, online direct sales bring more benefits. As of 10:00 pm on November 11, Tmall announced that the transaction volume was 51.8 billion yuan, 15.6 billion yuan higher than last year's 36.2 billion yuan. The online shopping market has once become a popular place for Suning and other predators to open up online shopping malls - easy to buy, online shopping has a tendency to replace physical stores. Some auto industry people also predict that the 4S shop model with large investment, large area and high cost will also be replaced by online shopping. However, the reporter found that more than 70% of Foshan local dealers are not optimistic about car online sales, and 80% Auto consumers will not easily try online shopping.
He Weiwu, general manager of Geely Dihao Jintu Mingdian: The car purchase link can't complete the online shopping car online. Most of them are online deposits, pay one yuan to book a car or immediately set a deposit of 10,000 yuan, then get an extra discount package, then go to 4S The store talked about the price and finally finalized the price. There are also modes such as paying a deposit at the Dongfeng Day product brand online mall and then picking up the car at the 4S store. No matter which online shopping form is inseparable from dealers in various places. Most of the big-ticket items such as cars are carefully and carefully looked at, and they are selected and selected. Similar to the second-tier cities in Foshan, there are fewer online shopping cars. Even the first-tier cities such as Guangzhou and Beijing are affected by the purchase restriction. Buying a car becomes a precious thing, and consumers will not easily pay 100,000 even on the Internet. More money. After the car completes the purchase process, it also needs to pay the purchase tax, insurance, and then the card, as well as the annual ticket, vehicle and boat tax and other procedures, these procedures are not possible to complete the online order, and ultimately through the dealer.
Zhou Xiaodong, general manager of GAC Toyota Hehao Store: Auto online shopping is only an information exchange platform. The network has been developed for 4 years. At present, most manufacturers still stay in the online sales model in 2010. They choose some models as online shopping models, or only in certain regions. , a flagship store to supply. The network is still only an information exchange platform for automobiles, and it is far from being developed into a platform for direct transactions. Enterprises can communicate the product information to consumers through the network, so that potential customers have a preliminary and general understanding of the products through the network. However, in order to truly facilitate the completion of the transaction, there is no real live experience, the most important part, consumers are still unacceptable.
Deng Xiaoxiong, general manager of GAC Toyota Yifeng Store: The future 4S shop or Cheng Auto online shopping warehouse after-sales center should be like this. For example, online shopping for a Lei Ling, consumers log on to GAC Toyota Online Mall, the website pops up a dialog box to select models, Displacement, configuration, color, and what to add, these options are easy to get online. Even insurance can be operated by the network. For example, if you purchase insurance, you can list a lot of options. You don’t have to say how to pay for a strong insurance. How much is the third party liability insurance? The insurance amount is 300,000 or 500,000. , glass insurance, etc. have been selected, and then pop up the options of major insurance companies, the cost, consumers can compare and choose. For example, in the Chancheng District, the network can locate the nearest warehouse to the consumer, and the inventory of the store, can be picked up in a week or a half. When all the choices are made and the text of the online car purchase contract can be formed, the consumer can confirm the delivery of the deposit, or pay the full amount, and then pick up the car at the designated place within the time specified in the contract.
The reporter sampled 30 car owners in several large car cities in Foshan, and 80% of consumers said they would not easily try online shopping cars, directly indicating that they would not occupy 40%. Among them, 50% of consumers think that the car belongs to a large piece of goods, not listening to the engine sound on the spot, checking whether the appearance of the car interior is scratched, and not trying to take a test drive, it is difficult to buy with confidence.
I have to try to buy a car before I know how to be good or bad. "As an ordinary consumer, I can't afford to buy a car. Even if it is an 80,000 or 100,000 yuan economy car, I must first go to the physical store to feel it. It is best to try the test drive. If you buy a car, you still have to try it yourself to know the performance. Otherwise, you will not rush to place an order online." Chen Cun Civic owner He Ming’s point of view is more representative. It is tens of thousands of yuan, and it needs constant maintenance and maintenance. These can only be done in physical stores. That is to say, many functions of 4S stores are irreplaceable."
"Buy a piece of clothing for a few hundred yuan, sometimes you have to shop around, let alone buy a car with tens of thousands of dollars? As a consumer, you definitely need to compare the performance, power and appearance of the same class of cars. There are many franchised stores, it is very convenient to see the car and test the car in the physical store, and it can compare the brand models of other intentions,†said Chen Bo, the owner of Luo Village. Nearly 30% of consumers believe that cars are valuables, worrying about the lack of after-sales of online shopping cars or the integrity of online shopping.
Online shopping cars must be cheaper. Only 20% of the owners said they can consider buying a car online, but they have to meet two conditions, either the car can't be bought at the local 4S store, or the price is cheaper than the 4S store, otherwise it can't be given to itself. One reason is to buy a car online. Why is the double 11 online shopping successful? It is because the price is cheap, and the online shopping car is the same. Whether it is the joint activity of the manufacturer and the website or the spike action launched by the 4S shop, in order to succeed, the price is to attract the consumption. By. Nanhai Baodi sales manager Chen Taoyuan said that their store launched several online shopping is to let the profit to attract customers, regardless of whether the profit is the manufacturer's support or the website or 4S shop subsidies, the maximum discount to consumers must be given to obtain sales.
Mr. Liu, the owner of Sagitar, believes that there is still a concern in online car purchase, that is, consumers' trust in online car sales. If there is a problem, the key is whether the car manufacturer is willing to return the goods, if there is a flaw, whether it can be returned, where to return; this concern has been eliminated, he dare to buy a car online. In this regard, Mr. Liu said that when the car is driven down to the consumer's home, consumers can check it on site, and if it is not satisfied, it can be returned. The vehicle is a mechanical product. If the vehicle is found to have problems after a few days of test drive, you can also return the goods directly, so that the consumer can buy with confidence, otherwise they will buy a bunch of troubles to come back.
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